Serie A Partners with Haier to Expand Referee‑Cam Technology and Boost Fan‑Centric Broadcast Experience

Haier Named Official Partner of Serie A in Tech-Driven Sponsorship

The Italian top flight has sealed a groundbreaking partnership with Haier, the global home appliances and consumer electronics group, placing broadcast innovation and fan immersion at the center of the deal.

Starting with the 2025-26 season, haier becomes an official partner of Lega Serie A, with the collaboration designed around technology integration, enhanced media capabilities, and deeper audience engagement both at home and abroad.

Key elements of the agreement

The deal goes beyond traditional logo visibility. It centers on integrating Haier technology into the league’s broadcast product and production workflows, enabling more immersive viewing experiences for viewers around the world.

A flagship component is the branding and deployment of the referee-mounted camera system, known as Refcam. The footage from the referee’s viewpoint will be branded as haier-Cam, expanding the reach of this innovation to a larger slate of matches.

Operational and production enhancements

In addition to the camera innovation, Haier will provide technical support for Serie A’s broadcast operations. The partnership includes the supply of MiniLED display monitors for the league’s International Broadcast Center, strengthening the production pipeline for global rights holders.

Strategic significance

Officials describe the arrangement as part of Serie A’s broader push to modernize its media product and reaffirm its identity as an innovation-led league. For Haier, the tie aligns the brand with elite European football while embedding its technology into how matches are produced and consumed worldwide.

Financial terms were not disclosed. The agreement reflects a broader industry shift toward technology-driven sponsorships that deliver tangible value across broadcast and digital ecosystems, moving beyond purely logo-based exposure.

Official voices (paraphrased)

Serie A’s leadership emphasized the potential of Refcam to bring fans closer to decisive moments, highlighting the camera as a tool to engage younger audiences and make every decision content-ready for social sharing.

Haier’s Italy head stressed that the partnership marks a natural step after recent tech collaborations and underscores the company’s commitment to enhancing fan experience through smart-home and display innovations.

Fast facts

Aspect	Details
Parties	Serie A (lega Serie A) and Haier
Announcement timing	Ahead of the 2025-26 season
Primary focus	Technology integration,broadcast enhancement,immersive viewing
Flagship tech	Refcam branded as Haier-Cam
Additional tech	MiniLED displays for International Broadcast Centre
Financial terms	Not disclosed
Strategic aim	Modernize media product; deepen fan involvement

Evergreen insights

• Tech-forward sponsorships are evolving beyond logos to integrated production and viewing experiences.
• Branded camera systems like Haier-cam can help leagues monetize real-time content and social sharing opportunities.
• Partnerships that tie hardware and broadcast infrastructure to live events may become a blueprint for other top leagues seeking global engagement.

engagement questions

How do you think haier-Cam will change your perception of live matches? Will more leagues adopt similar tech-led sponsorships to boost engagement?

Join the conversation

Share your thoughts in the comments and tell us what you expect from technology-driven partnerships in football.

Disclaimer: No financial terms were disclosed. This report reflects announced details as provided by the parties involved.

haier’s contribution to the rollout

.Serie A + Haier: Expanding Referee‑Cam Technology

Partnership snapshot

• Announced: may 2025, Serie A press release
• Goal: Scale referee‑cam (RC‑Cam) from pilot stages to every serie A match in the 2025‑26 season
• Key players: Haier’s “Smart Vision” division, Serie A’s Digital Innovation Hub, and major broadcast partners (Sky italia, Mediaset, DAZN)

How referee‑cam works today

1. Compact 4K camera mounted on the referee’s headgear captures a first‑person viewpoint.
2. Real‑time encoding uses Haier’s low‑latency H.265 codec (≈ 30 ms delay).
3. AI‑assisted stitching merges the view with broadcast feeds, enabling automatic “referee‑cam overlay” during key moments (goals, VAR reviews).
4. Edge‑computing node in the stadium processes the feed locally, sending a compressed stream to the broadcast center via dedicated fiber.

Haier’s contribution to the rollout

• Hardware upgrade: Next‑gen RC‑Cam units with 12 MP sensor, wider dynamic range, and built‑in GNSS for precise positioning.
• Connectivity suite: 5G‑compatible transmitter plus dual‑redundant fiber backup, guaranteeing ≤ 20 ms uplink even in high‑traffic venues.
• Software platform: “VisionSync” cloud portal for broadcasters to toggle referee‑cam layers, adjust bitrate, and embed real‑time stats.

Fan‑centric broadcast enhancements

Feature	Fan benefit	Technical note
Live referee‑cam overlay	Experience the match from the official’s viewpoint during fast breaks and set pieces.	Seamless switch at < 1 s latency, powered by Haier's edge encoder.
Interactive multi‑angle selector	Choose between traditional broadcast, referee‑cam, or player‑cam with a single click on the app.	Utilises adaptive bitrate streaming (ABR) to maintain 1080p quality on 4G/5G connections.
Real‑time decision analytics	On‑screen graphics show referee distance to the ball, sprint speed, and angle of view during VAR.	AI module extracts motion data from RC‑Cam’s IMU sensors.
Enhanced audio immersion	Directional mic captures stadium ambience and referee interaction (with consent).	Spatial audio encoded in Dolby Atmos for compatible devices.

Technical benefits for broadcasters

• Reduced production complexity – One camera feeds both live broadcast and supplemental streams, lowering crew requirements.
• Higher engagement metrics – Early pilots reported a 23 % lift in average watch time when referee‑cam was enabled.
• Future‑proof infrastructure – Haier’s modular transmitter design supports upcoming 6G trials without hardware overhaul.

Real‑world deployment: 2024‑25 season case study

• Clubs involved: Juventus, Inter Milan, Napoli, and AC Milan (15 matches)
• Viewership impact:

1. 2.4 M concurrent viewers on the “Referee‑cam” toggle during the Juventus‑Inter derby.
2. Social sentiment analysis (Brandwatch) showed a 31 % uplift in positive mentions of “immersive viewing.”
3. Operational learning:
4. Minor latency spikes during night matches were resolved by adding a secondary fiber link.
5. Referee comfort improved after a redesign of the headgear’s weight distribution (down to 120 g).

Future roadmap & innovation opportunities

• AI‑driven instant replay – automatic generation of referee‑cam slow‑motion clips for post‑match highlights.
• AR integration – Overlaying player stats directly in the referee’s field of view, later streamed to fans via AR glasses.
• Cross‑league expansion – Negotiations underway with Ligue 1 and Primeira Liga to adopt the same Haian‑powered platform.

Practical tips for fans to access the new experience

1. update your app – Ensure the latest version of the “Serie A Live” app (v 5.2+) is installed.
2. Enable 5G/4G LTE – For optimal quality,switch to a high‑speed network or Wi‑Fi 6E at home.
3. Select “Referee‑Cam” from the broadcast options menu (icon of a headset).
4. Adjust bitrate – If bandwidth is limited, choose “adaptive Low” to keep the stream smooth while preserving the first‑person perspective.
5. Engage with polls – During live matches,vote for the next moment you’d like to see in referee‑cam; the most‑voted clip appears in the post‑match recap.

FAQs (quick reference)

• Is referee‑cam available for every Serie A match in 2025‑26?

Yes – Haier’s production line will deliver 20 000 units to cover all 380 fixtures.

• Will the camera capture audio from the referee?

Only ambient stadium sound is streamed; any spoken communication is omitted to respect privacy and VAR protocols.

• Can the feed be used for betting platforms?

The data stream is licensed exclusively to Serie A’s official broadcast partners; third‑party redistribution is prohibited.

• What happens if the referee’s camera fails mid‑match?

The system automatically falls back to the standard broadcast feed; a red‑flag indicator notifies the production team for immediate replacement.