Hisense Euro 2020 sponsorship leads to massive TV sales boost

Mike Wheatley

Following a big boost in sales during the Euro 2020 Championships that it sponsored, Hisense is targeting more big sporting events.


Hisense’s strategy is tried and tested, and the big sales uplift it saw over the last year is no surprise given that the company’s brand and products were linked to such a high visibility event.

The company, which is the world’s #4 TV manufacturer, just announced a 10-times increase in sales of its laser TVs, or laser projection systems, from January to June 2021 compared to the same period one year ago. Those sales were clearly driven in part by its sponsorship of the Euros, where it promoted features such as its large screen sizes, 4K resolution, high quality pictures and immersive sound.

Hisense has for the first time this year included its laser TV systems in its U.K. product lineup, with its L5F Laser TV range available in a choice of 88-inch and 100-inch models. Those models are ultra-short throw projectors that can be placed just inches away from a wall or a screen, making them especially convenient. They come with special light rejecting screens that help to eliminate the effects of ambient light on picture quality, so they can even be watched in brightly lit rooms in daytime. They also have most of the features one would expect on a “regular” TV, with support for Dolby Atmos, HDR and MEMC smooth motion technology that helps to ensure clearer and crisper images in fast-moving scenes.

The Hisense L5F laser TVs run Android and the U.K. models come with Freeview Play pre-installed, which means people on these shores will have tons of content to watch on them. There are safety features too, such as its low blue light certification. Check out our review of the Hisense L5F Laser TV below for a closer look at how it performs.

The rescheduled Euro 2020 finals were the biggest sporting event in the wake of the COVID-19 pandemic, and England’s charge to the final created an appetite for tension and thrills that are best depicted on a super-sized screen, so it’s no wonder Hisense saw sales go through the roof. England may have come up short in the final with its agonising penalty shoot-out defeat to Italy, but Hisense was definitely among the winners.

Hisense said its strong sales were boosted by a supreme organisational effort, with localised production in key markets across the world ensuring fast distribution and management of digital purchases of its products while the pandemic remains ongoing.

“Quality and efficiency have been at the very core of Hisense’s product offering to ensure global success,” the company said.

Add to that, the company reckons it’s at the forefront of technological innovation and has employed numerous advanced talents in chip design, AI and other areas that help it to enhance the quality of its products. Its dedication to sports marketing helped to boost its enterprise presence and ensure higher sales, it added.

Looking ahead, Hisense said it intends to further its sports marketing drive. The company is set to be an official sponsor at both the UEFA Women's Euro 2022 event next summer, and then the 2022 FIFA World Cup that’s set to take place in Qatar in November.

Let’s just hope that England will be able to go one step further next year and achieve the same level of success as Hisense has seen.