Hisense says it has renewed its long-running partnership with UEFA, ensuring that it will be an Official Partner at the UEFA Euro 2028 championships in just under two years.
It means that Hisense will be an official sponsor of the UEFA European Championship for the fourth consecutive time, extending a relationship that dates back to the Euro 2016 event in France. As part of its agreement, it will once again supply UEFA with display technology and take part in new fan engagement initiatives, it said.
Hisense announced the news at IFA 2026 in Berlin, where it hosted a dedicated UEFA Euro 2028 activation zone that showcased various football-themed interactive experiences through its most advanced televisions, including its new flagship UX, UR9S and UR8S RGB-miniLED TVs.
The company has long used football as a stage to showcase its most exciting TV innovations. It was at the 2018 FIFA World Cup in Russia that it first launched its ULED Mini-LED TVs, and during the 2022 World Cup in Qatar it showcased the world’s first Mini-LED models with over 5,000 local dimming zones. It also provided the technology for the VAR video referees at this year’s World Cup in the U.S., Canada and Mexico. In a statement, Hisense said that it has delivered a number of breakthroughs over the years that help to reshape the viewer’s visual experience.
The latest Hisense RBG-miniLED TVs promise to enhance live football experiences even more. Hisense’s flagship UX TV is said to be able to reproduce more than 110% of the BT.2020 colour space, rendering 120 million extreme colours atop of more than 1.07 billion conventional colours. It combines this with an intense, 10,000 nits of true-colour brightness and over 43,000 colour control zones to flawlessly recreate the action on the pitch, with accurate shadow layering, jersey texture and crest details, and the motion contours of high-speed duels.
Hisense’s new TVs also introduce more interactive experiences that promise to enhance the Euro 2028 experience further, for they should become pretty commonplace by the time it rolls around, in just under two years. For instance, they support a new, AI-enabled “screen query” system that allows users to ask about unfamiliar players they see on screen and find out who they are, who they play for etc. They can also use it to explain unclear refereeing decisions or learn about the background of the teams they’re watching.
In line with this, Hisense has also developed an AI system that will recognise the current viewer based on their face or voice to proactively show them match schedules and other team content based on their habits and viewing preferences. Hisense says it’s all about changing the live football experience from “passive response” to a “proactive service.”
Given that Euro 2028 will be co-hosted by England, Scotland, Wales, and the Republic of Ireland, it should mean we become much more acquainted with the Hisense brand. The company will work closely with UEFA to promote the event via consumer competitions, fan experiences and marketing campaigns, both in the stadiums and in people’s homes.
Hisense UK Vice President Howard Grindrod said the company is excited to maintain its partnership with UEFA. “For fans across the U.K. and Ireland, we understand just how momentous this occasion will be,” he said. “We’re thrilled to give consumers more opportunities to be a part of the experience through our innovative technology, including our RGB-miniLED technology, which delivers natural colour and exceptional picture quality to bring the energy and emotion of live football into fans’ living rooms.”
While the announcement didn’t mention any concrete plans regarding Euro 2028, it underscores the importance that TV brands place in live sport sponsorships as the perfect events to showcase how their premium TVs can elevate the fan experience.
