Hisense gains commercial rights as VAR screen solutions provider for EURO 2024

credit: Shutterstock
credit: Shutterstock

With kick-off about to commence for this summer’s EURO 2024, UEFA has announced Hisense as the official screen provider for VAR during the tournament. 

Hisense will provide its screen solutions for the VAR room located in Leipzig, Germany. The home appliance company will also be the first exclusive rights holder for VAR as one of the sponsors of UEFA and EURO 2024. 

The company has also secured branding and design rights for all pitch-side referee review screens. Thus, during VAR reviews, the Hisense brand will be prominently displayed at the game site and on the stadium’s screens.

VAR technology in football uses video footage and a team of referees to review and assist the on-field referee’s decisions, ensuring greater accuracy and fairness in key moments such as goals, incidents in the penalty area, red cards, and mistaken identity. 

UEFA’s semi-automated offside technology (SAOT) will be part of the VAR system to support faster in-match decisions.

Guy-Laurent Epstein, Marketing Director of UEFA, stated: “UEFA is delighted that Hisense is committed to European National Team football by, amongst others, providing the VAR screens for the tournament. 

“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.”

Being selected as the official screen provider for VAR, showcasing Hisense’s technology, enables the firm to market its range of household appliances and products on one of football’s biggest stages. 

Particularly in the European market, Hisense TV witnessed a notable 35.9%YoY increase in shipment during Q1 this year.

Having partnered with every UEFA EURO tournament since 2016, Hisense has viewed Europe’s premier international football tournament as the ideal platform to connect to the sports industry and grow its user base. 

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