Hisense Extends Global Sponsorship as FIFA World Cup 26™ Official Sponsor.

Roger Hampel

Photo Credit: FIFA

Hisense has renewed its long-standing partnership with FIFA by becoming an Official Sponsor of the FIFA World Cup 26™, which will take place in Canada, Mexico and the United States. The agreement builds on an eight-year relationship that began in 2017 and has already covered the FIFA World Cup tournaments in Russia (2018), Qatar (2022), and the inaugural 32-team FIFA Club World Cup™.

Sponsorship Scope

As an Official Sponsor, Hisense will exercise global marketing rights and benefit from prominent brand visibility across digital and physical platforms. The collaboration will also include fan engagement campaigns and activations highlighting Hisense’s television display technology.

The sponsorship aims to enhance the fan experience, both at home and in stadiums, through cutting-edge television innovation and content delivery. Previous collaborations included Hisense televisions as the official screens of the 2018 FIFA World Cup™, content partnerships with FIFA+ at Qatar 2022, and integration with the video assistant referee system at the FIFA Club World Cup 2025.

Official Statements Hisense FIFA World Cup

FIFA Secretary General Mattias Grafström:

“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.”

Hisense Group Vice President Catherine Fang:

“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 people around the world and through our Hisense products our goal is to transform billions of living rooms into front-row seats — ensuring fans everywhere can experience the tournament like never before.”

Strategic Context

The FIFA World Cup 26™ will be the largest in history, with 48 teams competing across three host nations – the first time the tournament has been staged in multiple countries at this scale. Hisense’s involvement reflects its broader sports marketing strategy and continued globalisation efforts, using football as a platform to reach billions of viewers.