- Hisense
- 2 days ago
- 2 min read
SUWANEE, GA (Sep. 5, 2025) — Hisense, a global leader in consumer electronics and home appliances, announced at IFA 2025 that it will continue its partnership with FIFA, serving as an Official Sponsor of the FIFA World Cup™. This new deal marks the fourth collaboration between the two since 2018.
The relationship between Hisense and FIFA has evolved significantly over time. The partnership began with initial brand sponsorship at the 2018 World Cup and then expanded to include content cooperation via FIFA+ in 2022. Hisense's technology was then integrated into the VAR systems for the FIFA Club World Cup 2025™, which now leads to the upcoming FIFA World Cup 2026™ sponsorship. Each of these steps has strengthened Hisense’s global presence and its commitment to improving the fan experience.
“Every unforgettable moment starts with the right experience,” said Catherine Fang, VP of Hisense Group. “Guided by four key drivers—technology, users, smart service, and cultural values—Hisense continuously pushes the boundaries of display technology. The company has evolved from HDR to Laser TV and now to RGB-MiniLED, delivering a new standard of picture quality. This user-centered approach creates immersive, personalized experiences that make fans feel like they are part of every moment.”
Events such as FIFA World Cup™ give Hisense a strong incentive to explore new frontiers in delivering high-definition content using RGB-MiniLED TV technology, which the company unveiled in January. FIFA chief business officer Romy Gai said that FIFA would partner with Hisense to welcome the best display technology in order to deliver an unprecedented World Cup experience for billions of fans around the world.
With the 2026 tournament being the first to be held across three nations with 48 teams, Hisense aims to transform billions of living rooms into front-row seats, ensuring fans everywhere can experience the tournament like never before and truly own the moment.
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About Hisense USA
Since 2001, Hisense USA Corporation, a subsidiary of Hisense Group, has been a leading provider of technology products, encompassing a diverse range of offerings such as televisions, Laser TVs and Cinemas, soundbars, refrigerators, ranges, dishwashers, and air conditioners. As the Official TV and Home Appliance Partner of the NBA and Official Partner of the FIFA Club World Cup 2025™, the company places maximum emphasis on performance, quality, and value, leading to remarkable industry growth and a reputation for producing reliable, award-winning products. According to Omdia, Hisense ranks No. 2 worldwide in total TV shipments (2022-2024) and No. 1 globally in the 100-inch and over TV segment (2023-June 2025). As the first official partner of the FIFA Club World Cup 2025™, Hisense is committed to global sports partnerships as a way to connect with audiences worldwide.
Media Contacts
Hisense USA PR
Max Borges Agency for Hisense
