Chinese electronic giant Hisense has filled the last position to become a global partner of the UEFA European Championship 2016.
This is the first-ever sponsorship deal with a Chinese company in the championship’s 56-year history.
With the sponsorship rights, Hisense will organise a series of public viewing events alongside UEFA EURO 2016 from June to July across Europe and plans to invite 100 Chinese football fans to celebrate the Championship in France as part of the campaign.
Hisense will also sponsor other UEFA organised national team football competitions until the end of 2017, including the European Qualifiers for the 2018 FIFA World Cup, the UEFA Futsal EURO 2016, the UEFA European Under-21 Championship 2017, and the UEFA Women’s EURO 2017.
Guy-Laurent Epstein, marketing director of UEFA Events SA, said the tournament will offer Hisense a platform second to none to continue their international growth.
“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,” he added.
Set to kick off on June 10 in France, UEFA EURO 2016 is estimated to attract an average live TV audience per match of 147 million and an audience reach of 6.6 billion viewers during the one-month tournament, in which 1.2 billion audiences are from China.