Consumer electronics manufacturer Hisense has become the first Chinese company to partner the UEFA European Championship in France later this year.
The two-year deal makes them the tenth and final global partner of the tournament and will also see them sponsoring other UEFA national team competitions, including the FIFA World Cup qualifiers, UEFA Futsal Euro 2016, 2017 European Under-21 Championship and the 2017 Women’s European Championship
“We are excited to welcome Hisense, one of the fastest-growing Chinese brands in Europe and America, as part of our Uefa Euro 2016 partners’ family,” said Guy-Laurent Epstein, marketing director of UEFA Events.
“The tournament will offer Hisense a platform second to none to continue their international growth thanks to its established global appeal and brand values. We look forward to working closely together with them in a mutually beneficial partnership that will also further promote the best of European football to millions of fans in China.”
Hisense has been on a slew of international sporting partnerships in USA, South Africa, Australia and Europe, to raise its awareness, which becomes more pertinent as domestic economic growth in China fizzles off.
The deal was brokered by Shankai Sports who will continue to manage the high-profile partnership.