Hisense, the global leader in consumer electronics and home appliances, has officially renewed its partnership with FIFA to become an Official Sponsor of the 2026 FIFA World Cup™. This extension cements Hisense’s role as one of FIFA’s most consistent commercial partners, marking the fourth consecutive tournament in which the brand will play a central role.
A Partnership Built on Continuity
Hisense’s involvement with FIFA began at the 2018 World Cup in Russia, where the brand first showcased its television and display technology on the global stage. The collaboration deepened at the 2022 Qatar World Cup, when Hisense partnered with FIFA+ to provide exclusive digital content, expanding fan engagement beyond the stadiums.
In 2025, Hisense technology was once again in the spotlight at the FIFA Club World Cup, where its displays supported the implementation of the Video Assistant Referee (VAR) system. These milestones highlight how Hisense has transitioned from a branding partner into a key technological contributor to FIFA events.
Now, with the 2026 World Cup set to be the largest in history, played across Canada, Mexico, and the United States with 48 teams, Hisense is reinforcing its commitment to innovation and fan experience at the most ambitious tournament ever staged.
Innovation as a Driving Force
At the recent IFA 2025 trade show in Berlin, Hisense unveiled its RGB-MiniLED technology, a next-generation display standard that delivers unmatched brightness, contrast, and color precision. Outperforming QD-OLED, this advancement promises to bring the stadium atmosphere directly into fans’ living rooms.
By aligning its latest product innovations with the World Cup, Hisense is positioning itself not only as a household brand but also as a global enabler of fan experiences, ensuring that billions of viewers worldwide feel closer to the action.
Shared Ambitions Between FIFA and Hisense
FIFA leadership has praised Hisense’s continued commitment, emphasizing that innovation and reliability are central to the partnership. Catherine Fang, VP of Hisense International, outlined the company’s vision:
“Our goal is to transform billions of living rooms into front-row seats, ensuring fans everywhere can experience the tournament like never before.”
The collaboration reflects a shared ambition: to make the world’s most-watched sporting event more immersive, accessible, and engaging for audiences across all regions.
Securing a Prime Spot in FIFA’s Sponsorship Roster
With just one sponsorship slot remaining ahead of 2026, Hisense’s early renewal underscores both the commercial value of aligning with FIFA and the brand’s confidence in long-term sports marketing investments. Few companies have managed four consecutive partnerships at this level, making Hisense one of the most visible consumer brands associated with the World Cup.
Looking Ahead
As the countdown to the 2026 FIFA World Cup continues, Hisense is uniquely positioned to benefit from unprecedented global exposure. For FIFA, the partnership strengthens its roster of technology-driven sponsors committed to enhancing the spectacle for fans around the world. For Hisense, it represents the next step in transforming from a regional electronics giant into a truly global lifestyle brand, powered by sport.
Sources: SportsPro, Sportcal, FIFA
