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UEFA and Hisense Group have announced that Chinese electronics giant Hisense has signed up as the tenth global partner for the UEFA EURO 2016 finals.

UEFA and Hisense Group are delighted to announce that Chinese electronics giant Hisense has signed as a global sponsor of UEFA EURO 2016, the first-ever sponsorship deal with a Chinese company in the championship’s 56-year history.

Hisense will also sponsor other UEFA national team competitions until the end of 2017, including the European Qualifiers for the 2018 FIFA World Cup, UEFA Futsal EURO 2016, the 2017 UEFA European Under-21 Championship and UEFA Women’s EURO 2017.

Commenting on the deal, 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 together with them in a mutually beneficial partnership that will also further promote the best of European football to millions of fans in China.”

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 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.”

Hisense is the tenth and final global sponsor for UEFA EURO 2016, joining adidas, Carlsberg, Coca-Cola, Continental, Hyundai-Kia, McDonald’s, Orange, SOCAR and Turkish Airlines. This successfully completes the sponsorship programme, together with the six national sponsors.

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