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QINGDAO, China, June 15, 2021 /PRNewswire=KYODO JBN/ --

After a year's delay, UEFA EURO 2020 officially kicked off in Rome, Italy, in

the early hours of June 12, Beijing time. The presence of a large number of

Chinese elements on the many digital screens overlooking the stadium aroused

widespread discussion among audiences throughout China. In 2016, Hisense, as

the first Chinese firm to become a sponsor of UEFA EURO, ran an advertisement

with the tagline "Buy TV, Choose U7", that was seen by millions of football

fans worldwide. Hisense's sponsorship 5 years ago inspired many more Chinese

companies to follow their lead by becoming UEFA EURO sponsors. As a result,

advertisements from Chinese firms have become a common sight at all of Europe's

major tournaments.

It is the first time in the history of UEFA EURO that the interval between

tournaments was extended to five years rather than the usual four. This year

also marks the 60th anniversary of the quadrennial event. This year's

tournament was especially anticipated by spectators and football fans around

the world, as it is the first world-class sporting event following the ending

of lockdown measures in most countries since the outbreak of the pandemic, as

well as the first to allow a certain number of spectators to watch the game on

site. There was a huge turnout online in Europe for this first game of the

tournament, while Chinese fans, due to the time difference, stayed up late to

watch the game. The first three days of UEFA EURO 2020 happen to coincide with

the Dragon Boat Festival holiday in China, when star teams from Belgium,

England and the Netherlands had their first matches. The popularity of these

three teams in China is expected to send ratings soaring among that audience.

Five years ago, in 2016, Hisense, the first Chinese sponsor of UEFA Euro in the

56-year history of the tournament, left a lasting impression on the audience

with the tagline "Hisense TV China's No. 1". During the opening match this

year, however, Hisense chose to remain low-profile, by returning to the earlier

tagline "Buy TV, Choose U7". The U7 is a customized TV set series officially

created for UEFA Euro 2020, and is proving to be an item in the Hisense TV

portfolio that is turning a lot of heads. Just as most soccer teams have their

own legendary "No. 7 player", Hisense's executives, as they have become of

aware of the series' popularity, have started referring to it in company

meetings as "Hisense's No. 7 Player".

Publicly available data from All View Cloud show that for two consecutive

months, three models in the Hisense U7 series have been among the top 10

best-selling new TVs in China. Hisense U7G-Pro, the world's first ULED XDR TV,

boasts a peak picture brightness of 1600nit, more than 5 times that of ordinary

LCD TVs, vastly boosting the clarity of the image and the level of detail. The

ultra-high 144HZ refresh rate eliminates the streaking effect that mars the

viewing experience when players run or pass the ball. Hisense has also

developed a "Super Fan" viewing mode tailored for this year's UEFA Euro, which

includes features such as AI Green Field (a smart feature that optimizes the

viewing effect when panning over a field green grass, rendering the image

substantially clearer), AI Watching and Multi-Perspective Watching. The lineup

of these special features with the football fan in mind makes U7G-Pro a

particular good choice for watching UEFA EURO 2020 games.

Source: Hisense

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