Hisense named official sponsor of UEFA EURO 2024 finals

Mike Wheatley

Chinese TV giant Hisense has revealed it will be a global sponsor of UEFA’s Euro 2024 football championship, the third consecutive tournament in which it has been associated with the event.


Hisense announced an extended partnership with UEFA, which sees it gain sponsorship rights for the UEFA European qualifiers in 2023-24 and also 2025-26, the UEFA Nations League finals in 2025, the UEFA U21 EURO 2025 event, Finalissima 2024 and the UEFA Futsal 2026 event.

Sports marketing, especially football, has become a key part of Hisense’s global marketing strategy over the last few years, helping to grow its brand recognition across the world. Over the last five years, Hisense claims that overseas brand awareness has doubled as a result of such initiatives.

Hisense hasn’t only partnered with UEFA. Elsewhere in football, the company has partnerships with European football giants Paris Saint-Germain FC and Inter Milan FC. It was also an official sponsor of last year’s FIFA 2022 World Cup in Qatar. Outside of football, Hisense has struck official partnerships with America’s NBA and Australia’s National Rugby League.

During a keynote speech at IFA 2023, Hisense Group Holdings President Fisher Yu said Hisense has been able to connect with consumers across the world via its sports sponsorships, adding that they have been a great way to build trust in its brand name. To continue its global brand building efforts, Hisense wants to provide fans with an “unparalleled viewing experience” of UEFA EURO 2024 with its “cutting-edge image quality”.

Hisense first began its collaboration with UEFA in 2016, becoming an official sponsor of the EUROs in France that year and then the delayed Germany tournament in 2021.

To build up some excitement ahead of the 2024 event, Hisense is offering consumers the chance to win tickets to the finals matches when they purchase select appliances in September and October.

The company hasn’t yet specified which appliances will count. Rather, it said if consumers purchase a selected Hisense built-in appliance between Sept. 1 and Oct. 10 they will be eligible to enter a prize draw to win EURO 2024 finals match tickets. After buying a qualifying appliance, customers must submit a valid entry online at hisense.co.uk/euro2024promo between Nov. 8 and Dec 5, together with proof of purchase. Winners will then be selected at random by Jan. 31, 2024 and notified by email, the company said.

“We are thrilled to be once again partnering with UEFA on the upcoming EURO 2024 tournament,” said Hisense UK Vice President Howard Grindrod. “The championships are an invaluable way to connect with consumers all over the world, and we look forward to providing fans across the globe with an unparalleled viewing experience of UEFA EURO 2024 through our cutting-edge technology.”

UEFA’s marketing director Guy-Laurent Epstein added that he’s equally thrilled about the renewed partnership. “Their technologies continue to help make football more accessible and enjoyable to fans worldwide,” he said.

Founded back in 1969, Hisense is one of the world’s leading manufacturers of TVs and home appliances, known for its high-end but competitively priced OLED, Mini-LED and laser TVs. This year's Hisense TV models include the under-rated Hisense U8K, which HDTVTest was surpised to discover is one of the first non-LG TVs to support 4K/120Hz Dolby Vision gaming: