Hisense becomes first Chinese consumer electronics brand to sponsor FIFA World Cup

Hisense has become the first Chinese consumer electronics brand to sponsor the FIFA World Cup, signing on as an official sponsor of the 2018 tournament in Russia.

The deal, announced at a joint press conference with FIFA in Beijing, also makes Hisense the second Chinese company to partner with FIFA after Wanda.

As an official FIFA World Cup sponsor, Hisense will carry out global marketing and advertising activity across both the 2017 FIFA Confederations Cup and the 2018 FIFA World Cup, reaching more than 200 territories.

The sponsorship gives the electronics manufacturer the right to associate its logo with the FIFA events, along with access to stadium advertising boards, on-screen credits and other marketing opportunities on and off the pitch.

Hongxin Liu, president of Hisense Group, said the sponsorship was a major strategic move for the business as it looks to build its international profile.

“We are honored to take on our biggest challenge yet with the FIFA 2018 World Cup, and believe it will vastly improve global awareness and economic value for Hisense as a truly international brand. The World Cup brings together the highest level of competition and prestige in football worldwide, making it the perfect platform for us to be a part of,” said Liu.

Hisense will also provide technical expertise and products during the 2018 FIFA World Cup and work with FIFA on a joint R&D initiative focused on display technology.

“FIFA is delighted to welcome Hisense on board as an official sponsor of the 2018 FIFA World Cup Russia. We look forward to working with them to promote the competition, particularly in China, where the company is a market leader in consumer electronics, and where the popularity of football continues to grow,” said Fatma Samoura, secretary general of FIFA.

The partnership builds on Hisense’s broader sports marketing strategy, which has included sponsorships of UEFA Euro 2016, NASCAR’s XFINITY Series, Joe Gibbs Racing, the Australian Open and German football club FC Schalke 04.

Hisense said those partnerships, combined with its product strategy, helped the brand maintain its position as the world’s third-largest television manufacturer in 2017.

The 2017 FIFA Confederations Cup will be held in Russia from 17 June to 2 July, while the 2018 FIFA World Cup will run from 14 June to 15 July 2018 across 11 Russian host cities, with 64 matches scheduled.