December 7 – Italy’s top flight, Serie A, has rebranded its Refcam as the Haier-Cam and putting it at the centre of a partnership built on the idea that tech should serve the heartbeat of the game, not distract from it.
More matches will now feature the Haier-Cam, delivering those intimate, first-person angles that drop fans right into the action. Seeing a referee’s point of view in real time offers a raw, unfiltered look that no amount of sideline cameras has ever been able to replicate.
Luigi De Siervo, CEO of Lega Calcio Serie A believes it’s the future. “Haier joining our partners allows us to realise the full potential of a major innovation such as the Refcam, which, we would like to point out, we were the first to adopt among the various football leagues,” he said.
“We want the fans of the future, the young people of the Gen Alpha and Gen Z, to feel like an integral part of the game, no longer just spectators. With this camera, every decision becomes digital content, ready to be shared, commented on and discussed.”
Haier is supplying new MiniLED monitors to the broadcast center in Lissone and tying the partnership to a long-running strategy of blending innovation, technology, and sport.
“For us, innovation means listening… creating solutions that bring people closer to genuine emotion,” said Haier’s Emiliano Garofalo.
The Haier-Cam will pull supporters closer to the game than ever before. But as these ref cams become more common, the real question is whether they enhance the purity of the sport or chip away at it. Like VAR, goal-line tech and everything else that’s arrived in recent years, we’re all figuring it out in real time.
Contact the writer of this story at [email protected]