October 16 – FIFA have signed Chinese computer giant Lenovo as a global sponsor for the next two World Cups, the men’s 2026 World Cup and the 2027 Women’s World Cup, both of which will be played in the Americas.
Lenovo will be designated FIFA’s Official Technology Partner.
The sponsorship was unveiled on stage at Lenovo’s annual Tech World innovation event in Seattle, USA, with FIFA president Gianni Infantino present. It marks the first deal between Lenovo and FIFA.
Lenovo’s products and services will be integrated into the 2026 and 2027 tournaments with the aim that that their technology will power “mproved fan experiences in stadiums and global broadcasts, power enhanced analytics, and democratise data across all global football-playing nations”.
The tech company is set to benefit from huge exposure at both tournaments. The Qatar World Cup in 2022 welcomed almost 3.5 million spectators, whilst the Women’s World Cup garnered an overall attendance of 1.9 million – a figure that can be expected to grow as Women’s football continues to develop.
Lenovo chairman and CEO Yuanqing Yang said: “As one of the world’s leading technology companies, we’re delighted to partner with the world’s most global and popular sport. Lenovo will be powering the largest sporting and entertainment events in human history – events with more viewers, more nations participating, and an unprecedented global demand for data processing and technology.
“Lenovo is proud to support FIFA’s vision of leveraging technology to elevate the game, enhance the fan experience worldwide, and foster innovation that levels the playing field. We’re excited that our cutting-edge technology and AI innovation will take centre stage in the upcoming tournaments, demonstrating to the world the transformative power of smarter technology.”
No value was given for the deal.
FIFA President Gianni Infantino added: “At FIFA, we are committed to growing the game globally and making football accessible for all – and we are excited to welcome Lenovo to our journey, and to work with them to implement technologies, innovations and programmes that spread our sport. Data and technology combined helps us to know fans better, and we will use it to create unparalleled and unforgettable fan experiences at the FIFA World Cup 2026 and FIFA Women’s World Cup 2027.
“In Lenovo, we have a partner who will support us as we evolve and innovate, investing in digital technology and artificial intelligence for future generations.”
Contact the writer of this story, Harry Ewing, at moc.l1734897804labto1734897804ofdlr1734897804owedi1734897804sni@g1734897804niwe.1734897804yrrah1734897804