Leeds United unveil Chinese multinational firm and UEFA EURO 2020 sponsor Hisense as official partner

Chinese multinational firm Hisense, who have their UK headquarters in Leeds, will also install televisions at both Elland Road and Thorp Arch training ground.

Their previous involvement in football around the world has included official sponsorship of the 2018 FIFA World Cup in Russia and they will sponsor the postponed UEFA Euro 2020 tournament.

The partnership with the Whites will allow the club to deliver LUTV and exclusive content onto the Hisense VIDAA Smart TV platform, via a club brandded app.

Howard Grindrod, Hisense UK’s vice president, said the club's stature made it an attractive relationship.

“Leeds United are a huge club with an iconic stadium, so we’re delighted to announce this profile partnership with one of the biggest clubs in England," he said.

“We have a wealth of experience within the football sector internationally, and this is a fantastic opportunity to involve ourselves in a partnership with a Premier League club - even better that it’s a club on our doorstep.

“Leeds United pride themselves on attention to detail, which is something we feel resonates directly with Hisense and our product range such as 4K ULED TVs. As excitement continues to build into the new season, we’re looking forward to kicking off our partnership and supporting the local community and being part of arguably the best league in the world.”

Paul Bell, executive director at Leeds United believes it is further evidence of the Premier League boost to the club's brand that firms like Hisense want to become partners, but the benefits of being associated with the Whites are also significant.

“We are delighted to welcome Hisense into our Official Partners programme," he said.

"As one of the leading consumer electronics brands in the world is further testament to the strength of the Leeds United brand that Hisense have chosen to partner with the club on our return to the Premier League.

"Through the partnership Hisense will receive significant brand visibility through the Partnership, globally through the Premier League TV footprint and regionally through their high profile branding on the East Stand here at Elland Road that directly overlooks the M621 motorway and is seen by over 30 million vehicles annually.

"We look forward to working with the team at Hisense to showcase their latest technologies and help to grow their brand presence within the global consumer electronics market.”