Hisense sponsors World Cup 2022
May 4, 2021
By Chris Forrester
Chinese technology giants Hisense is to sponsor the upcoming 2022 FIFA World Cup in Qatar.
Hisense gets the rights to present to its customers specially-created, video-on-demand programming using past FIFA World Cup content, delivered through its integrated VIDAA smart TV platform.
The Qatar World Cup is due to take place from November 21st until December 18th 2022.
Speaking about the deal, FIFA Secretary General Fatma Samoura said: “It gives me great pleasure to welcome Hisense on board as an official sponsor of the FIFA World Cup. We are delighted to partner with this internationally respected brand, which also has a growing presence in the sports market, as we work towards Qatar 2022. FIFA and Hisense are both focused on technology, innovation and giving people the best possible experience. 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.”
Jia Shaoqian, CEO of Hisense Group, added: “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. It also creates a solid foundation for Hisense to compete with the world’s most innovated and leading brands in order to become a premier brand worldwide.”
According to research around the event, the Hisense sponsorship of the 2018 FIFA World Cup Russia boosted Hisense TV’s awareness in China by 12 per cent and globally by 6 per cent, with the UK, France, Canada, Russia, Spain, and Japan performing particularly well.
Hisense joins the other second-tier sponsors including Budweiser, McDonalds and Vivo. The higher ‘FIFA Partner’ level of sponsors includes Adidas, Coca Cola, Wanda Grp, Hyundai-Kia, Visa and local airline Qatar Airways.