Chinese electronics manufacturer Hisense has agreed a deal to become the 10th and final global sponsor of the Uefa Euro 2016 national team football tournament.
As well as this summer’s tournament, which takes place in France from June 10 to July 10, Hisense will sponsor the European qualifiers for the 2018 Fifa World Cup, Futsal Euro 2016, the 2017 European U21 Championship and the Euro 2017 women’s tournament. The company’s agreement with Uefa will run until the end of 2017.
The partnership marks the European Championships’ first sponsorship deal with a Chinese firm in its 56-year history.
“The tournament will offer Hisense a platform second to none to continue their international growth thanks to its established global appeal and brand values,” Guy-Laurent Epstein, marketing director of the Uefa Events division, said.
Hisense joins Adidas, Carlsberg, Coca-Cola, Continental, Hyundai-Kia, McDonald’s, Orange, SOCAR and Turkish Airlines as global partners of Euro 2016. French short-term rental property company Abritel-HomeAway agreed a deal to become the final national sponsor last week.