On September 3rd, just before the opening of the 2026 Berlin International Consumer Electronics Show (IFA), Haier and UC3 announced a partnership in Berlin, Germany. Haier will become the official global partner for the UEFA Champions League, UEFA Super Cup, UEFA Youth League final, and UEFA Futsal Champions League final from the 2027/2028 season to the 2030/2031 season.
Guy Laurent Epstein, Marketing Director of UEFA and Managing Director of UC3, stated that Haier's global market influence, leading innovation capabilities, and commitment to creating more valuable and meaningful experiences for users make it an ideal partner for the UEFA Champions League. This cooperation is not just about brand exposure, but both parties will also be committed to exploring new ways of interacting with global fans, integrating the spirit of champions and champion level lifestyle into users' lives.
Upgrading the paradigm of brand creation: from being the world's best-selling to deeply loved by global users. The UEFA Champions League is the top tier European men's club football tournament hosted by UEFA, bringing together top clubs from various European countries. It is one of the highest level, most influential, and commercially valuable club football events in the world. Haier's partnership with the Champions League this time is a global synchronization of the championship arena and champion life, and also an important symbol for Haier to embark on a new stage of global branding. After more than 40 years of development, Haier has grown into a globally leading technology-based ecological enterprise, ranking first in the global market share of large home appliance brands for 17 consecutive years. Haier adheres to serving globalization with globalization and promoting globalization with localization. It firmly invests in the three in one deep layout of localized research and development, localized manufacturing, and localized marketing, and has built more than 10 research and development centers, 173 global manufacturing centers, and 230000 global sales networks worldwide. Nowadays, Haier's globalization development has reached its harvest period, with products and services entering more than 200 countries and regions around the world, serving over 1 billion households worldwide.
9月3日，在2026年柏林国际消费电子展（IFA）开幕前夕，海尔与UC3在德国柏林宣布达成合作。海尔将自2027/2028赛季起至2030/2031赛季，成为欧洲冠军联赛、欧洲超级杯、欧洲青年联赛决赛及欧洲五人制足球冠军联赛决赛的全球官方合作伙伴。
欧足联（UEFA）市场总监、UC3董事总经理Guy-Laurent Epstein表示，海尔在全球市场的影响力、领先的创新能力，以及致力于为用户打造更具价值和意义体验的愿景，使其成为欧洲冠军联赛的理想合作伙伴。此次合作不止于品牌曝光，双方更将致力于携手探索与全球球迷互动的新方式，将冠军精神与冠军级生活方式融入用户生活。
创牌范式升级：从全球销量第一到全球用户深爱。欧洲冠军联赛是由欧足联主办的欧洲男子俱乐部足球顶级赛事，汇聚欧洲各国顶级俱乐部，是全球最高水平、最具影响力和商业价值的俱乐部足球赛事之一。此次海尔携手欧冠，是冠军赛场与冠军生活的全球同频，也是海尔开启全球创牌新阶段的重要标志。历经40多年的发展，海尔已经成长为全球引领的科技型生态企业，连续17年位居全球大型家电品牌份额第一。海尔坚持以全球化服务全球化，以本土化推进全球化，坚定投入做本土化研发、本土化制造、本土化营销的三位一体深度布局，在全球构建了10多个研发中心、173个全球制造中心、23万个全球销售网络。如今，海尔的全球化发展已经迎来收获期，产品和服务进入全球200多个国家和地区，服务全球超10亿用户家庭。
Experience paradigm upgrade: from innovative high-tech products to leading AI smart living. At the IFA 2026 site, Haier showcased a future home connected by scenarios such as smart cleaning and care, smart kitchens, and more. In the smart washing and care scenario, the Haier Vision 15 series washing machine is equipped with "AI Eye" technology; In the smart kitchen scenario, Haier Maestro refrigerator is equipped with the world's first AI cell level thawing technology. Behind these products and scenarios is the concentrated presentation of Haier's AI strategy on the home end. Relying on a global 10+N open innovation system and 28000 global R&D engineers, Haier has taken the lead in using AI to reconstruct the smart home ecosystem. It has independently developed the industry's first large-scale smart home vertical model Uhome and created a small and optimal intelligent agent. Zhou Yunjie, Chairman and CEO of Haier Group, has clearly stated that Haier will comprehensively build an AI native organization by 2026, and plans to invest no less than 100 billion yuan in research and development in the next five years.
Upgrading Marketing Paradigm: From Building Brand Influence to Building User Hearts Together. Haier has simultaneously released the global localized user activity Haier Cup, covering a variety of projects such as football, badminton, tennis, etc. Haier users worldwide can register to participate. As a result, the Champions League and Haier Cup form a "two wheel drive": top events such as the Champions League serve as emotional bonds connecting global users, while Haier Cup provides users with a platform for continuous participation. At present, Haier continues to promote localized marketing according to the culture and user preferences of different markets, relying on top sports IPs such as Roland Garros French Open, Australian Open, football, volleyball, etc., to build a "1+N" global sports marketing matrix. Haier has deeply laid out six major industrial ecosystems, including smart homes, big health, digital economy, robotics, new energy, and automobiles.
体验范式升级：从创新高科技产品到引领AI智慧生活。在IFA 2026现场，海尔展示了由智慧洗护、智慧厨房等场景连接起来的未来家庭。在智慧洗护场景中，海尔Vision 15系列洗衣机搭载“AI之眼”科技；在智慧厨房场景中，海尔Maestro冰箱搭载全球首创的AI细胞级解冻科技。这些产品与场景的背后，是海尔AI战略在家庭端的集中呈现。依托全球10+N的开放创新体系和2.8万名全球研发工程师，海尔率先用AI重构了智慧家庭生态，自研行业首个智慧家庭垂域大模型Uhome、打造小优智能体。海尔集团董事局主席、首席执行官周云杰明确提出，2026年海尔要全面构建AI原生组织，未来5年计划研发投入累计不少于1000亿元。
营销范式升级：从建立品牌影响力到共筑用户“心”征程。海尔同步发布了全球属地化用户活动Haier Cup，覆盖足球、羽毛球、网球等多元项目，全球的海尔用户均可报名参赛。由此，欧冠与Haier Cup形成“双轮驱动”：欧冠等顶级赛事作为连接全球用户的情感纽带，Haier Cup则为用户提供持续参与的平台。目前海尔根据不同市场的文化和用户偏好，持续因地制宜地推进属地化营销，依托罗兰·加洛斯-法网、澳网、足球、排球等顶级体育IP，构建了“1+N”全球体育营销矩阵。海尔已经深度布局智慧家庭、大健康、数字经济、机器人、新能源、汽车六大产业生态。
(Using AI translation)
（使用AI翻译）
