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China TV makers target European soccer, NFL to expand overseas

GUANGZHOU -- Chinese TV makers like Hisense are using this year's major international sporting events as a springboard to cultivate overseas markets, aiming to boost their global share in a field dominated by Samsung Electronics.

Hisense this month has been focusing on the world's most popular sport, soccer. The company highlighted its sponsorship of this year's UEFA European Championship tournament as a way to boost brand recognition at an event for business partners. It also unveiled its new U8N Pro television at the Appliance & Electronics World Expo in Shanghai, promoting the device's split screen function that allows people to watch two games at once.