Chinese technology and entertainment experience company LUCI has agreed a deal to sponsor the 2018 Fifa World Cup in Russia ahead of the start of the national team football tournament later this week.
LUCI will serve as an Asian regional supporter of the event, which runs from June 14 to July 15.
LUCI will seek to use the partnership to extend its focus beyond entertainment and offer an immersive viewing experience for sports fans. The company will benefit from brand association rights in Asia, LED board exposure and ticket access.
Kirin Li, chief executive and president of LUCI, said: “Just as football and the Fifa World Cup have been continuously evolving, the technology for watching football games should also evolve. Becoming an official regional supporter allows LUCI to reach billions of global fans and showcase our state-of-the-art immersive experience.”
LUCI joins the likes of Diking, Yadea, Mengniu Group, Vivo, Hisense and Wanda Group as Chinese sponsors of this year’s World Cup.