A Ryvalmedia Case Study: Hisense's Match-Winning Partnership with the 2024 UEFA Cup

This partnership wasn't just about visibility; it was essential in embedding the Hisense brand into one of the world’s most prestigious sporting events.

The decision to partner with the Euros was driven by Hisense's strategic vision to dominate the broadcast space during peak sports viewership, aligning with its broader global Euros partnership. The Euros provided a platform to engage with a passionate, diverse audience and helping to boost brand awareness.

Hisense's partnership was expansive, with integrations ensuring omnipresence throughout the tournament. Hisense achieved strong video integration with first PIB live match billboards and additional reach across ancillary billboards (catch-up). Notably, Hisense featured in Golden Breaks (special commercial slots placed before first and second half kick-off in each match) with the highly sought after Finals placement which delivered the second-largest audience ever recorded on Optus Sport.

The most effective and brand-aligned integration was the Hisense Super-Screen. This integration allowed Hisense to showcase their alignment in a dynamic and visually compelling way, enhancing the viewer experience by associating the brand with cutting-edge technology and high-quality entertainment. This deep verbal and visual integration from commentators and reference to the 'Hisense Super-Screen' during pre/half/post-match content was an unmatched brand and product alignment, amplified throughout every facet of the broadcast.

Gemba research revealed significant increases in brand awareness, familiarity, and consideration among Euros viewers. Hisense achieved the equivalent value of a 4-year partnership in just one month, surpassing all other major broadcast partners.

The results highlighted the effectiveness of well-aligned sponsorships in building lasting brand awareness. The partnership has been a resounding success, delivering exceptional value and setting new standards for brand integration in sports marketing. As Hisense continues to build on this momentum, future sponsorships will further strengthen the brand’s impact in the world of football and beyond.

𝗧𝗛𝗘 𝗥𝗘𝗦𝗨𝗟𝗧𝗦
• +116% over delivery on value
• +89% over delivery on booked impressions
• +433% over delivery within said and seen moments across Hisense Super-Screen integration
• Spain vs England Final achieved the second largest audience ever recorded in Optus Sports history.
• Brand uplift equivalent of a 4-year partnership, topping all major sponsors.