Hisense Europe, official partner of UEFA EURO 2024, leveraged the sponsorship to achieve significant brand growth across European markets, demonstrating the transformative power of strategic partnerships. The sponsorship addressed key business challenges, including enhancing brand recognition, purchase consideration, and sales in a highly competitive European environment. Football, as the world’s most popular sport, provided the perfect platform to connect emotionally with fans, amplifying Hisense’s commitment to innovation, quality, and performance, much like football’s embrace of cutting-edge technology such as VAR.
With global ambassadors Manuel Neuer and Iker Casillas embodying excellence, reliability, and leadership, Hisense reinforced its core brand values. This collaboration resonated deeply with audiences across Europe, elevating brand credibility. The campaign reached an impressive 88% of its target audience, while brand recognition increased by 6% and purchase consideration rose by 8 points—far exceeding the original objectives set for the sponsorship.
The activation highlighted Hisense’s diverse product range— TVs, fridges, ovens, and air conditioners—as essential components of the ultimate football-watching experience, blending convenience with unmatched quality. Marketing efforts included fan zone activations, TV ads, social media campaigns, in-store UEFA-themed promotions & activations, and UEFA-branded displays in over 4,500 stores, ensuring a seamless and impactful consumer journey.
The sponsorship achieved remarkable commercial success, driving a 21% year-over-year sales increase during June and July. This exceptional performance reinforced Hisense’s position as a leader in consumer electronics and home appliances. Through UEFA EURO 2024, Hisense solidified its European presence, built lasting brand loyalty, and set a strong foundation for future.
