Hisense named FIFA World Cup 26 Sponsor
September 5, 2025
FIFA and Hisense have announced the extension of their long-standing sponsorship, with the home appliances and TV brand manufacturer confirmed as an Official Sponsor of the FIFA World Cup 26, which is to be held in Canada, Mexico and the US.
The renewed sponsorship builds on a collaboration that began in 2017 and has included the last two editions of the FIFA World Cup (in Russia in 2018 and in Qatar in 2022), and most recently, the inaugural, 32-team FIFA Club World Cup.
FIFA Secretary General Mattias Grafström, commented: “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.”
Hisense Group Vice President, Catherine Fang, added: “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.”
As part of the partnership, Hisense will exercise global marketing rights, enjoy brand visibility across digital and physical platforms, and run fan engagement campaigns in collaboration with FIFA.
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.