Hisense, a leading global home appliance and consumer electronics brand, has been announced as the Official Screen Provider for the Video-Assisted Referee (VAR) system at UEFA EURO 2024™. The announcement was made during the 2024 Sports Marketing Workshop in Qingdao, China. This partnership marks the first time UEFA has granted exclusive rights to one of its sponsors for VAR screen technology, highlighting Hisense’s role as an Official Partner of UEFA EURO 2024™.
Hisense will deliver advanced screen solutions for the central VAR Room in Leipzig, Germany, where video match referees will review game footage. This collaboration underscores Hisense’s technological expertise, as the company has been a prominent figure in display technology for the past five decades. Hisense’s TV shipments have ranked second globally for two consecutive years and continue to grow, particularly in the European market, where they saw a 35.9% year-over-year increase in Q1.
VAR Technology and Hisense’s Role
VAR technology utilizes video footage and a team of referees to review critical match decisions, ensuring greater accuracy and fairness in football. The system will incorporate UEFA’s semi-automated offside technology (SAOT) to support quicker in-match decisions.
At the International Broadcasting Center in Leipzig, referees will use Hisense screens to review plays. Additionally, Hisense has obtained branding rights for all pitch-side referee review screens, meaning the Hisense brand will be prominently displayed during VAR reviews both at the game site and on stadium giant screens.
Statements and Future Commitments
Guy-Laurent Epstein, Marketing Director of UEFA, expressed enthusiasm about the partnership: “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™.”
Having been a partner for every UEFA EURO tournament since 2016, Hisense has established a strong connection with Europe’s premier football events. The company remains dedicated to advancing technology and enhancing the viewing experience for fans worldwide.