Chinese technology and entertainment experience company LUCI has agreed a deal to sponsor this summer’s Fifa World Cup.
LUCI will serve as an Asian regional supporter of the event, which is due to kick off in Russia on 14th June.
The brand will seek to “use the partnership to extend its focus beyond entertainment” and offer an immersive viewing experience for sports fans.
LUCI will benefit from brand association rights in Asia, LED board exposure, and ticket access.
The firm joins Diking, Yadea, Mengniu Group, Vivo, Hisense and Wanda Group as Chinese sponsors of this year’s World Cup.
Kirin Li, chief executive and president of LUCI, said: “Just as football and the Fifa World Cup have been continuously evolving, the technology for watching football games should also evolve. Becoming an official regional supporter allows LUCI to reach billions of global fans and showcase our state-of-the-art immersive experience.”
“LUCI is a great brand that demonstrates what is possible today in terms of technological excellence, especially in the area of Virtual Reality,” added Franck Guignery, head of sales at Fifa.