FIFA: Hisense (electronics, CHN) 9^th & penultimate official partner of the 2026 World Cup

Chinese electronics group Hisense has extended its partnership with FIFA and become an official sponsor of the 2026 World Cup, announced the two parties at the IFA Innovation For All 2025 technology trade fair in Berlin (GER) on 05/09/2025.

"Following this announcement, FIFA now has just one global partnership position remaining for the FIFA World Cup 26 and is actively engaged in the market to secure a partner for the final package," said the body. Nine brands have already signed up as official partners of the 2026 World Cup, the second level in the the competition's sponsorship hierarchy (behind the FIFA partners), including two other Chinese companies: the dairy products producer Mengniu and the telephone group Motorola.

Hisense was previously an official partner of the 2018 World Cup in Russia and the 2022 World Cup in Qatar, during which it broadcast exclusive content on the FIFA+ platform. The group also became the first brand to commit to FIFA as an official sponsor of the Club World Cup 2025 on 30/10/2024, and benefited from technological integration for video assistant…