The first European Championship 2020 focus, England vs Croatia, was displayed in Beijing on Sunday night. Over 400 fans with the UK Embassy, UK Department for International Trade and VisitBritain gathered together to watch the game on U7 ULED televisions manufactured by Hisense, China’s top consumer electronics and appliance manufacturer.

The Euro 2020 soccer championship finally got underway after a year-long delay. Many British die-hard fans who came to watch the match were amazed at the picture and sound quality of the U7 TVs.

Tom Duke, deputy minister counsellor at the Department of International Trade and British Embassy Beijing, said his department and Hisense have a good long-standing relationship, and the game watching event is a continuation of that cooperation.

"I have noticed that Hisense is actively involved with global sporting events and I think this is very good news for Chinese as well as global football fans,” said Duke. "We welcome wider and deeper cooperation with Hisense in the future."

Hisense's has excellent products and strong technical support, said Tang Qian, deputy general manager of the brand management department of Hisense group.

Overseas revenue accounts for almost 50 percent of Hisense’s total revenue. The sales of its U7 and U8 series of TVs have risen 181 percent year-on-year as of May in Europe.

According to a report in May 2021, Hisense is now the fifth most popular TV brand in the UK.