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Fifa signs Hisense as World Cup sponsor

Chinese consumer electronics manufacturer Hisense has agreed a deal to become an official sponsor of next year's Fifa World Cup national team football tournament, which will take place in Russia.

Under the agreement, Hisense will engage in various global marketing and advertising activities for the World Cup and this year’s Confederations Cup, which Russia will also host.

Hisense will have a presence on pitch-side advertising boards and on big screens inside venues. The company’s televisions will also serve as the official televisions of the World Cup.

Fifa, football’s global governing body, said the partnership will see Hisense reach over 200 territories and enhance its international brand exposure. Hisense becomes only the third second-tier World Cup Sponsor for Russia 2018, alongside McDonald’s and Budweiser, with little over a year remaining to the event.

Liu Hongxin, president of the Hisense Group, said: “Over the years, Hisense has gained a lot of experience and seen strong brand growth through sports sponsorships. We are honoured to take on our biggest challenge yet, the 2018 Fifa World Cup, and we believe that the competition will vastly improve global awareness and economic value for Hisense as a truly international brand. The Fifa World Cup brings together the highest levels of competition and prestige in global football, making it the perfect sports event for us to be a part of.”

Hisense becomes the second Chinese company to become an official sponsor of the World Cup after the Wanda Group conglomerate signed as a top-tier Fifa Partner in March 2016. Wanda will have rights to all Fifa competitions and corporate activities up to and including the 2030 World Cup.

Hisense also served as a global sponsor of the Uefa Euro 2016 national team tournament in France.