European home appliance manufacturer Gorenje has announced a partnership with Luka Modrić, Ballon d’Or winner, who becomes brand ambassador in a European campaign highlighting the connection between home life and professional performance.

Gorenje strengthens its brand positioning by associating with one of the most respected figures in European football. The partnership with Modrić will be activated through a continent-wide communication campaign designed to emphasize the role of the domestic environment in supporting individual performance.

According to the company, the collaboration reflects shared values: discipline, consistency, and the importance of balancing career and personal life. The campaign’s central message underlines the idea that performance does not begin on the playing field or at the workplace, but within one’s personal space.

“Partnership is about supporting life at home, without which performance would not be possible,” said Tatiana Șerban, highlighting the role of household appliances in facilitating daily routines and family comfort.

For Luka Modrić, the association with the brand is tied to personal values and the importance of family stability. The footballer stated that athletic performance is closely linked to the balance and peace he finds in his home environment, where home appliances indirectly support his career.

The partnership is part of a broader strategy by Hisense Group, owner of Gorenje, to strengthen visibility through international football. The group has sponsored major competitions such as the UEFA European Championship (2016, 2020, 2024 editions) and the FIFA World Cup (2018, 2022, and 2026), using these platforms to increase brand awareness across its portfolio.

As an official sponsor of the FIFA World Cup 2026™, Hisense and Gorenje continue their strategy of connecting with broad audiences through sport, combining global visibility with messages oriented toward everyday life.

Choosing Modrić — an athlete recognized for performance longevity and professional discipline — signals the brand’s strategic direction: partnering with credible and universally recognizable role models to convey values such as stability, responsibility, and balance.

In a competitive home appliance market, where functional differentiation is increasingly difficult, such partnerships help build brand equity by associating products with culturally and sport-relevant European symbols.