The Euro Cup 2020 kicked off in the early hours of June 12 at the Olympic Stadium in Rome. Of the top 12 sponsors of the event, four are Chinese companies, including Hisense from Qingdao.

In 2016, Hisense became the first Chinese company to be announced as a major sponsor of the soccer tournament. 

The Hisense logo is displayed during the UEFA EURO 2020 competition. In 2016, Hisense became the first Chinese company to be announced as a major sponsor of the soccer tournament. [Photo provided to chinadaily.com.cn]

The Qingdao-based home appliance giant has maintained a strong connection with top football competitions since Euro 2016. It has also sponsored the 2018 World Cup.

In recent years, Hisense has accelerated its expansion in overseas markets and made continuous advances in its marketing efforts.

Jia Shaoqian, president of Hisense, said that the company's overseas revenue has accounted for more than 40 percent of its total, and the world's top sports events, such as the Euro Cup and World Cup, have become the best channels for global marketing.

Hisense has been actively advertising itself through soccer competitions. [Photo provided to chinadaily.com.cn]

According to Jia, Hisense's operating income last year hit 140.9 billion yuan ($21.94 billion) while its profits stood at 9.83 billion yuan, both of which are new record highs. Its oversea revenue was 54.8 billion yuan, accounting for nearly 40 percent of the total.