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Fifa 2022 World Cup gets Hisense backing

Chinese electronics manufacturer returns as sponsor of national team soccer tournament.

28 April 2021 Sam Carp
  • Deal includes on-site engagement opportunities, logo visibility and global advertising campaigns
  • Hisense to also create video-on-demand programming using part World Cup content
  • Company’s sponsorship of Russia 2018 boosted awareness of Hisense TVs by six per cent

Consumer electronics company Hisense will be an official sponsor of next year’s Fifa 2022 World Cup in Qatar.

The Chinese company, which provides televisions and other appliances, will benefit from on-site engagement opportunities, logo visibility across a range of platforms and global advertising campaigns linked to the national team soccer tournament.

In addition, Hisense will be able to offer its customers specially-created video-on-demand programming using past World Cup content, which will be delivered through its integrated VIDAA smart TV platform.

“Fifa and Hisense are both focused on technology, innovation and giving people the best possible experience,” said 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.”

The deal sees Hisense return as a World Cup sponsor after supporting the previous edition of the tournament in Russia in 2018. According to research conducted by the brand, its sponsorship of that event boosted global awareness of Hisense televisions by six per cent.

“Continued investment in world-class sporting events represents Hisense’s determination in becoming a global brand,” added Jia Shaoqian, chief executive of Hisense Group. “It helps Hisense build stronger relationships with its global consumers and accelerates the company’s globalisation process.”

Other Fifa World Cup sponsors include Budweiser, Vivo and McDonalds. The global governing body’s top-tier sponsorship category includes Adidas, Coca-Cola, Wanda, Hyundai, Qatar Airways and Visa.

The 2022 World Cup will be the first held in the Middle East. It is due to take place from 21st November until 18th December next year.

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