Hisense: From sponsorship to technical dominance in football
June 21, 2024
Leading home appliance and consumer electronics brand, Hisense, is marking its third successive partnership with UEFA European Championship with its debut as the Official VAR Screen Provider for UEFA Euro 2024, maintaining its global TV market dominance with top spots in multiple nations.
The introduction of Video Assisted Referee (VAR) technology has been one of the most significant changes in football in the last 50 years. The innovation has improved the game’s fairness and accuracy. For the first time in UEFA’s history, commercial interests involving the field of professional refereeing were opened up to sponsors. UEFA’s decision to grant exclusive sponsorship rights represents high recognition, by one of the world’s leading event organisations, of Hisense’s display technology.
To meet VAR standard, it is imperative to have display devices with a high level of precision because the high-speed nature of sports requires unparalleled imaging details. Hisense, with its industry-leading technology in resolving picture trailing issues, has independently developed an AI image quality chip, which can identify and process real-time pixel-level images, guaranteeing no loss of key details.
During the tournament, fans could also see the “NEVER SETTLE FOR NO.2 GLOBALLY” slogan on the pitch side LED boards. As a game-changer in the display industry, in Q1 2024, Hisense 100” TV’s global shipment volume share was 56.4 per cent, ranking No.1 globally, according to data from research firm Omdia.
Since the previous UEFA European Championship, Hisense has gradually transitioned from brand sponsorship to providing unparalleled technical support. Hisense’s selection as one of the tournament’s top sponsors serves as proof of their excellent “User-Centric Technology” and commitment to “Ultimate Quality.” Furthermore, it has enhanced brand awareness in global markets, allowing the world to witness the power of Hisense.
Looking outside of sports, Hisense has dominated the Chinese TV market, maintaining the No.1 spot in TV sales for 20 consecutive years from 2004 to April 2024. Beyond domestic dominance, Hisense TVs achieved a global shipment volume share of 13.6 per cent in the first quarter of 2024, securing the No.2 ranking worldwide from 2022 to Q1 2024.
Hisense’s TVs have demonstrated exceptional performance across various international markets. From January to April 2024, Hisense’s TV held the top market share in Australia and South Africa and the second position in Canada and Mexico.
Driving by the ambition of ‘Never Settle for No.2 Globally’, Hisense says its relentless pursuit of quality, innovation, and customer satisfaction continues to set it apart, solidifying its leading position in the global market.