FIFA turns on Hisense for 2026 World Cup finals

 
FIFA has renewed its global partnership with Hisense, with the home appliances and television giant signed on as an Official Sponsor of the FIFA World Cup 26 in Canada, Mexico, and the United States.

The partnership began back in 2017, spanning the FIFA World Cups in Russia (2018) and Qatar (2022), and the inaugural 32-team Club World Cup, where Hisense were among the first official partners.

FIFA secretary general Mattias Grafström said the partnership continues to “redefine how football and television display technology come together,” pointing to innovations in VAR screen integration, immersive activations, and enhanced fan experiences.

For Hisense, the agreement secures global marketing rights, digital and physical branding, and the opportunity to run fan engagement campaigns around the first FIFA World Cup to be staged across three nations.

Catherine Fang, Hisense Group Vice President, said: “Our goal is to transform billions of living rooms into front-row seats, ensuring fans everywhere can experience the tournament like never before.”

The renewal underscores FIFA’s strong commercial momentum for the 2026 World Cup. With Hisense on board, just one global sponsorship package remains available for the 2026 edition, leaving football’s governing body on the verge of selling out its entire top-tier inventory with just under a year until the tournament kicks off.

No value was given for the sponsorship.

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