FIFA, the global governing body of football, has announced a partnership extension with the global home appliance and consumer electronics giant, Hisense, for the FIFA World Cup 2026.
The deal sees the home appliance and television brand leader become the official sponsor of the event, which will be hosted in Canada, Mexico, and the United States.
The extended sponsorship expands upon a partnership that began in 2017 and has included the last two FIFA World Cups (in Russia in 2018 and Qatar four years later), as well as the inaugural FIFA Club World Cup, with Hisense serving as the tournament’s first official partners.
FIFA Secretary General Mattias Grafström, said, “At the very start of our collaboration eight years ago, we talked about shared values of innovation and excellence – and together we’ve proven our commitment to them. Our partnership continues to redefine how football and television display technology come together. Be it through branding and screens for video assistant referee system integration, product innovation or immersive activations, this is more than a sponsorship. It’s a vision for the future of the fan experience across the globe. Together, we’re raising the bar for what fans can expect, and it’s with immense pride that we can continue this journey.”
The partnership will concentrate on giving viewers worldwide access to state-of-the-art television technology, bringing the most inclusive tournament in history closer to supporters than ever before, especially since matches at the main event next year will be played across three host countries, a first for the tournament.
Hisense has developed alongside world football’s governing body and continues to improve the way fans watch and enjoy the beautiful game, both at home and in the stands. Some instances of this include the official televisions of the 2018 FIFA World Cup, content partnerships with FIFA+ at the FIFA World Cup 2022, and video assistant referee operation integrations at the FIFA Club World Cup 2025.
Hisense Group Vice President, Catherine Fang, commented, “Becoming an Official Sponsor of the FIFA World Cup 26 is an exciting next step in our special relationship with FIFA. From the work we have done together before, we know that football unites peoples around the world and through our Hisense products and their impeccable picture quality our goal is to transform billions of living rooms into front-row seats — ensuring fans everywhere can experience the tournament like never before.”
In order to make the much-anticipated FIFA World Cup the most visually stunning and accessible competition ever, Hisense will take advantage of global marketing rights, enjoy significant brand visibility across digital and physical platforms, and work with FIFA to run effective fan engagement campaigns.
