Hisense LED Board at UEFA tournament (PRNewsfoto/Hisense Group)
Hisense Selected as Official Screen Provider for UEFA EURO 2024™ Video-Assisted Referee (VAR) System
In a significant announcement made at the 2024 Sports Marketing Workshop in Qingdao, China, Hisense, the global home appliance and consumer electronics brand, revealed its role as the Official Screen Provider for the Video-Assisted Referee (VAR) system at UEFA EURO 2024™. The company will deliver cutting-edge screen solutions for the tournament’s central VAR Room in Leipzig, Germany. This milestone represents the first instance of UEFA granting exclusive rights to one of its sponsors, building on Hisense’s recent appointment as an Official Partner of UEFA EURO 2024™, thereby strengthening its sponsorship of the European Championship through its technological expertise.
VAR technology in football has revolutionized decision-making on the field, utilizing video footage and a team of referees to review crucial moments such as goals, penalty incidents, red cards, and mistaken identity. UEFA’s semi-automated offside technology (SAOT) will complement the VAR system, facilitating quicker in-match decisions.
During the tournament, video match referees will rely on Hisense screens stationed at the International Broadcasting Center in Leipzig for play reviews. Additionally, Hisense has secured branding and design rights for all pitch-side referee review screens, ensuring prominent display of the Hisense brand during VAR reviews, both at the game site and on the stadium’s giant screens.
The designation as the Official Screen Provider for VAR underscores Hisense’s exceptional display technology prowess amassed over five decades. Hisense TV shipments have consistently ranked second worldwide for two consecutive years, steadily narrowing the gap with the leader. Notably, the European market witnessed a remarkable 35.9% year-on-year increase in Hisense TV shipments during Q1 this year.
Guy-Laurent, Marketing Director of UEFA, expressed delight in Hisense’s commitment to European National Team football, stating, “The Hisense cutting-edge screen technology will support the VAR refereeing teams to review and assist on-field decisions ensuring greater fairness at the upcoming UEFA EURO 2024™.”
Having partnered with every UEFA EURO tournament since 2016, Hisense has established a strong and enduring connection to Europe’s premier football events. The company remains steadfast in driving technological development to enhance the viewing experience further.
About Hisense
Hisense is a leading global home appliance and consumer electronics brand, with business spanning multimedia products (especially Smart TVs), home appliances, and IT intelligent information. Retaining its No. 2 ranking globally for TV shipments in 2023, Hisense operates in over 160 countries.
SOURCE: Hisense Group
CONTACT:
Lu Sun, sunlu3@hisense.com
