Chinese consumer electronics brand Hisense has expanded and extended its commercial deal with soccer's global governing body FIFA.
Through a tie-up unveiled today, Hisense becomes a sponsor of the FIFA 2026 World Cup men's national teams tournament, set to take place across Mexico, the US, and Canada.
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This builds on the deal through which Hisense has been a brand partner of the previous two FIFA World Cups (2018 in Russia and the 2022 edition in Qatar). It also comes with Hisense having sponsored the inaugural edition of the expanded men's FIFA Club World Cup in the US earlier this year – indeed, it was the first FIFA partner to sign up for the controversial tournament.
This tie-up means that FIFA now has only one global partnership slot still available for the 2026 World Cup, with the governing body now "actively engaged in the market" to bring in a final brand.
The deal, FIFA has said, will focus on "providing global audiences with access to cutting-edge television technology."
Hisense now secures global marketing rights for next year's event, as well as significant brand visibility across both physical and digital platforms, and will also run fan engagement campaigns alongside FIFA.
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By GlobalDataMattias Grafström, secretary general at FIFA, has commented: "Our partnership continues to redefine how football and television display technology come together. Be it through branding and screens for video assistant referee system integration, product innovation or immersive activations, this is more than a sponsorship."
FIFA's list of official partners includes brands such as Adidas, Coca-Cola, Hyundai/Kia, Aramco, Lenovo, Qatar Airways, and Visa.
