April 29 – Chinese consumer electronics company Hisense is returning as a World Cup sponsor for the Qatar 2022 edition, having debuted with FIFA in Russia in 2017 and 2018.
Hisense were one of a series of Chinese sponsors that fleshed out FIFA’s Russian World Cup after what had been a slow uptake from commercial partners. The white goods and electronics company based in the east-coast city of Qingdao, put its name to the 2017 Confederations Cup and 2018 World Cup but stopped short of taking the top category of FIFA sponsorship as a FIFA partner.
For Qatar, Hisense has again opted for a World Cup-only sponsorship – joining Budweiser, McDonalds and VIVO as event sponsors (as in 2018) – in a deal that will give iton-site engagement opportunities, logo visibility across a range of platforms and global advertising campaigns.
Hisense will also be able to offer its customers exclusive video-on-demand programming using past World Cup content, which will be delivered through its integrated VIDAA smart TV platform.
FIFA general secretary Fatma Samoura. “I am confident that this collaboration will support the global objectives of both organisations and contribute to the success of what is sure to be an amazing event next year.”
Hisense has a number of club football sponsorships including PSG, Aston Villa and Leeds United.
Jia Shaoqian, chief executive of Hisense Group, said of the new FIFA deal: “Continued investment in world-class sporting events represents Hisense’s determination in becoming a global brand. It helps Hisense build stronger relationships with its global consumers and accelerates the company’s globalisation process.”
No value was given for the agreement.
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