Electronics giant Hisense has secured a significant role in the upcoming UEFA EURO 2024™ tournament, becoming the Official Screen Provider for the Video-Assisted Referee (VAR). This announcement, made at the 2024 Sports Marketing Workshop in Qingdao, China, marks the first time UEFA has granted exclusive rights to one of its sponsors.
The appointment builds on Hisense’s existing partnership with UEFA EURO 2024™. The company will provide state-of-the-art screen solutions for the central VAR Room located in Leipzig, Germany. This room houses video match referees who utilize VAR technology to review and assist on-field decisions during the tournament. VAR technology, which includes UEFA’s semi-automated offside technology (SAOT), plays a crucial role in ensuring fair and accurate calls, particularly in key moments like goals, penalties, and red cards.
Throughout the competition, video referees will rely on Hisense screens to analyze plays. The company’s branding and design rights also extend to all pitch-side referee review screens, ensuring prominent visibility for the Hisense brand during VAR reviews on the field and giant stadium screens.
This selection highlights Hisense’s expertise in display technology, accumulated over five decades. The company’s strong performance in the global TV market, consistently holding the second position for two years and nearing the top spot, is further bolstered by a remarkable 35.9% year-on-year growth in TV shipments within the European market for Q1 2024.
“UEFA is delighted to have Hisense’s commitment to European football,” stated Guy-Laurent, Marketing Director of UEFA. He emphasized the role of Hisense’s cutting-edge screen technology in supporting VAR teams and ensuring fair decisions throughout the tournament.
This partnership signifies a continuation of Hisense’s long-standing connection with UEFA EURO tournaments, dating back to 2016. The company remains dedicated to driving technological advancements and elevating the viewing experience for football fans across Europe.