Hisense Extends FIFA Partnership as Official Sponsor of 2026 World Cup

Hisense has renewed its global partnership with FIFA, signing on as an Official Sponsor of the FIFA World Cup 2026, to be held across Canada, Mexico and the United States.

The extension continues a relationship that began in 2017 and has already spanned the Russia 2018 and Qatar 2022 World Cups, as well as the inaugural 32-team FIFA Club World Cup.

Sharing how the brand views the World Cup as an opportunity to position its products as the centrepiece of the fan experience, Vice President of Hisense Group, Catherine Fang, said: “Our goal is to transform billions of living rooms into front-row seats.”

The sponsorship will provide Hisense with worldwide marketing rights, prominent brand visibility across broadcast and digital platforms, and opportunities for in-stadium and fan engagement activations.

The deal aligns with Hisense’s broader strategy of leveraging football’s global reach to strengthen its position in the consumer electronics market. Central to the activation will be showcasing the company’s television display technology, a product category that has been at the heart of its FIFA collaborations to date.

At Qatar 2022, Hisense partnered with FIFA+ to deliver content initiatives, while at the upcoming FIFA Club World Cup 2025 its displays will feature within the video assistant referee system.

From FIFA’s perspective, the renewal ensures the tournament retains strong backing from consumer technology brands in a competitive sponsorship marketplace.

With the 2026 edition expanding to 48 teams across three nations, FIFA’s commercial programme is expected to be its most lucrative to date, offering partners unprecedented scale and visibility.

FIFA Secretary General Mattias Grafström highlighted the partnership’s innovation credentials, noting Hisense’s integration into officiating and broadcast technologies as an example of how sponsorships can extend beyond traditional advertising.

For Hisense, the agreement provides a global showcase at a time when live sport remains one of the most valuable drivers of television sales. The company has previously credited its football sponsorships with boosting international recognition, particularly in Europe and North America, markets where brand competition is intense.

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