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September 4 – Chinese electronics giant Haier has become the latest global partner of the Champions League, signing a four-season deal with UC3, the UEFA-EFC joint venture. The agreement, brokered by UC3’s commercial agency Relevent Football Partners, runs across 2027-31 and hands Haier exclusive global rights in the home appliances, televisions and commercial display screens categories. It also covers the Super Cup, the Youth League Finals and the Futsal Champions League Finals. UC3 has so far identified three ‘Premium’ sponsors on six-year deals – AB InBev, PepsiCo, Alibaba – with rights across all three men’s club competitions. UC3’s co-managing director Guy Laurent-Epstein said: “We are delighted to welcome Haier as a new global partner of the UEFA Champions League,” pointing to “its international presence, ability to innovate and ambition to create increasingly relevant experiences for people.” Group vice president and chief brand officer Wang Meiyan added: “The UEFA Champions League gives us an extraordinary platform to connect with fans and consumers worldwide,” she said, calling it “another important step in our global sports strategy.” Contact the writer of this story, Nick Webster, at [email protected]