The Fédération Internationale de Football Association (FIFA), the world football–governing body, has announced an extension of its partnership with Chinese home appliances brand Hisense.
Hisense will thus serve as an Official Sponsor of the 2026 FIFA World Cup, which is set to be held across the US, Mexico, and Canada next year. The partnership, which began in 2017, has covered the last two editions of the men’s World Cup as well as the FIFA Club World Cup held earlier this year.
As an Official Sponsor of the World Cup, Hisense will gain global marketing rights and enjoy prominent visibility across digital and physical platforms. It will also collaborate with FIFA on fan engagement campaigns.
Mattias Grafström, Secretary General, FIFA, commented:
“At the very start of our collaboration eight years ago, we talked about shared values of innovation and excellence – and together we’ve proven our commitment to them.
“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. It’s a vision for the future of the fan experience across the globe. Together, we’re raising the bar for what fans can expect, and it’s with immense pride that we can continue this journey.“
Catherine Fang, Vice President, Hisense Group, added:
“Becoming an Official Sponsor of the FIFA World Cup 26 is an exciting next step in our special relationship with FIFA. From the work we have done together before, we know that football unites peoples around the world and through our Hisense products and their impeccable picture quality our goal is to transform billions of living rooms into front-row seats — ensuring fans everywhere can experience the tournament like never before.“
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