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EURO 2016, a stunning platform for Hisense to play on

Thursday, 11 Feb 2016 10:20   |   By He Lanying

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Partner with Euro 2016

UEFA and Hisense Group held a press conference in Beijing on January 14 to announce that the Chinese electronics giant Hisense has signed as a global sponsor of UEFA EURO 2016. This is the first-ever sponsorship deal with a Chinese company in the championship’s 56-year history.

As well as its partnership with Euro 2016, Hisense will sponsor all other Uefa competitions involving national teams over the next two years, including the Fifa World Cup qualifiers, Uefa Futsal Euro 2016, the 2017 European Under-21 Championship and the 2017 Women's European Championship.

A major electronics brand in its home territory and across Asia, Hisense is hoping to use sporting sponsorships to improve its profile in Europe and the Americas. The brand completes a portfolio of global partners for Euro 2016 that also includes Adidas, Carlsberg, Coca-Cola, Continental, Hyundai-Kia, McDonald's, Orange, Socar and Turkish Airlines. 

According to sources, the successful signing of the partnership could also be attributed to the great efforts made by Shankai Sports and Super Sports. As one of the leading sports marketing agencies in China, Shankai Sports will work together with Hisense on EURO 2016-related promotion campaigns and activations over the next few months. 

The unique appeal of European Championship 

The main reason for Hisense’s team-up with Euro 2016 is because of the unique global influence of the Championship. We can gain a better understanding on how attractive the top international soccer event is just by having a glimpse at the official statistics compiled by UEFA. 

According to UEFA, Euro 2008 was watched by an impressive 8-billion TV viewers in 170 countries with revenue of 1.351 billion euros, successfully surpassing the income generated by the 2004 Athens Games. Although the 2012 European Championship was held under the shadow of the Eurozone crisis, the total revenue of the Championship still reached 1.345 billion euros with a cumulated audience of about 1.9 billion.

UEFA’s EURO 2012 was broadcast live in more than 200 countries and regions across the world with the help of 203 media partners. The 2012 Games achieved an average TV audience of 150 million per game, more than the viewers of Super Bowl XLVI.   

EURO 2016, which takes place in France between June 10 and July 10, is expected to attract an average live audience of 147 million per game and an accumulated 6.6 billion people, among whom there will be more than 1.2 billion Chinese following the 2016 Games. 

Commenting on the partnership between UEFA and Hisense, Guy-Laurent Epstein, marketing director of UEFA Events SA, said, "We are excited to welcome Hisense, one of the fastest-growing Chinese brands in Europe and America, as part of our UEFA EURO 2016 partners' family. The tournament will offer Hisense a platform second to none to continue their international growth thanks to its established global appeal and brand values. We look forward to working closely with them in a mutually beneficial partnership that will also further promote the best of European football to millions of fans in China."

Why Hisense?

UEFA is very cautious when choosing brands to partner with. The European football governing body is strict on its partners’ brand attributes and strength. Why did they choose Hisense?

Founded in 1969, Hisense has grown into a multibillion-dollar global conglomerate with a workforce of over 69,000 worldwide. The company is a world leader of flat-panel TVs, household appliances, and mobile communication devices. According to Display Search, in 2015, Hisense ranked No.3 in the global TV market. The brand has been China's market leader in flat-panel TVs for twelve consecutive years since 2004.

With 13 production facilities and 13 R&D centres around the globe, its overseas companies are located in North America, Europe, Australia, Africa, the Middle East and Asia. Hisense's products are sold in more than 130 countries with sales revenue reaching USD 16 billion in 2014.

Hisense’s good sales record and global strategy, passion for sports marketing, sophisticated operational experience and reliable brand image all contributed to its successful partnership with UEFA. The partnership is a significant milestone for Hisense.

Mr Cheng Kaixun, vice-president of Hisense Group, said: "I am honoured that we will have the opportunity to be a global partner for UEFA EURO 2016. Hisense has been one of the leading Chinese companies in endorsing sports around the world, and we are glad that sports marketing has been an important driver for our worldwide success in the past years. The partnership with UEFA will further boost Hisense's brand value, and we are excited to celebrate the finest European football with fans from across the globe."

As a top tier sponsor of EURO 2016, Hisense will be awarded nearly 20 exclusive rights. Apart from rights to have its logo shown on tickets, press backdrop and courtside, a series of Hisense products, including its 4K/8K ULED TV and 4G smartphone will also play a part in the event. 

EURO 2016 has provided a great platform for Hisense. As the event is approaching fast, all related brands will certainly make every effort to take full advantage of the games. As to what role Hisense will play in the games, Yutang Sports will be there together with you. 

Proofread by John Devlin

Tags: European Games,,

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