Hisense Extends FIFA World Cup Sponsorship Through 2026 Tournament

Hisense has extended its partnership with FIFA to serve as an Official Sponsor for the 2026 FIFA World Cup, marking its third consecutive tournament sponsorship since 2018. The 2026 World Cup will be the first held across three nations—Mexico, the US, and Canada—with an expanded roster of 48 teams, and Hisense aims to enhance the fan experience worldwide by providing cutting-edge display technology. At IFA 2025, Hisense showcased its latest innovations, including the upgraded 116-inch RGB-MiniLED TV, which offers superior color purity, contrast, and brightness surpassing QD-OLED technology, as well as AI-driven smart projectors and home appliances under the "AI Your Life" theme. The company’s technology has been integrated into various FIFA events, such as video assistant referee (VAR) operations, and it plans to leverage its global marketing rights to deliver immersive viewing experiences that bring fans closer to the action from their homes. FIFA officials highlighted the partnership as a convergence of football and advanced television display technology to redefine fan engagement. Hisense’s sponsorship places it at the second highest corporate partnership level for the 2026 tournament alongside major brands, underscoring its significant investment and commitment to enhancing the global World Cup experience.