Chinese tech giant Lenovo has become the latest company to partner with global soccer governing body FIFA ahead of the upcoming Club World Cup, the first edition of the revamped international competition, which will be hosted in the US across June and July.
Lenovo’s Motorola brand will serve as the tournament’s official smartphone partner and will activate across the tournament, receiving prominent branding presence throughout its 63 games.
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The wider Lenovo portfolio of products, software, mobile phones, and devices will be implemented across the tournament to demonstrate the partnership
This deal was signed off the back of Lenovo becoming the official technology partner of FIFA in October 2024, a deal covering the 2026 men’s and 2027 women’s showpiece FIFA World Cup national team tournaments.
The expanded 32-team CWC will be staged across the US between June 14 and July 13, and will feature club sides from across the globe.
Every match will be live-streamed globally for free by the DAZN streaming service after it agreed a broadcast deal with FIFA.
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By GlobalDataOther prominent sponsors of the upcoming CWC include credit card giant Visa, Bank of America, Coca-Cola, AB InBev, and Hisense.
FIFA had been in legal dispute with two of its partners, Adidas and Coca-Cola, over the sponsorship rights to the tournament.
Most recently, champagne brand Taittinger became the latest official partner of the competition.
In terms of Lenovo’s portfolio of sporting sponsorship deals, September saw the brand strike a long-term stadium naming rights agreement with the Carolina Hurricanes NHL franchise, and also agree a deal with the Madison Square Garden sports and entertainment venue.
