Hisense reconnects with Fifa World Cup for 2022
Hisense, the Chinese electronics company, is to continue as a sponsor of soccer’s Fifa World Cup for the 2022 edition in Qatar, it was announced today.
The firm’s association with the sport’s biggest event started with the 2018 event in Russia, for which it was a second-tier official sponsor.
Hisense has now recommitted for next year’s World Cup, the first to be held in the Middle East, at the same level.
As a prominent sponsor of the tournament, the company will benefit from on-site engagement opportunities and logo visibility across various platforms, plus global advertising campaigns linked to the tournament.
It can also present specially created video-on-demand programming to its customers using past Fifa World Cup content, to be delivered through its integrated VIDAA smart TV platform.
Hisense joins other confirmed second-tier official sponsors of Qatar 2022 in Budweiser, McDonald’s and Vivo.
The six top-tier Fifa partners are Adidas, Coca-Cola, Wanda, Hyundai-Kia, Qatar Airways and Visa.
Hisense is also a sponsor of this year’s delayed European Championships, to be held across the continent, having come on board for the 2016 tournament held in France.
Welcoming the World Cup renewal, Jua Shaoqian, the chief executive of Hisense Group, said: “Continued investment in world-class sporting events represents Hisense’s determination to become 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 innovative and leading brands in order to also become a premier global brand.”
Fatma Samoura, the Fifa secretary general, added: “It gives me great pleasure to welcome Hisense on board as an official sponsor of the Fifa World Cup, and we are delighted to partner with this internationally respected brand, which also has a growing presence in the sports market
“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.”
It is claimed from research conducted that Hisense’s sponsorship of the 2018 World Cup boosted awareness of the brand by 12 per cent in China and by 6 per cent globally, with strong performances in the UK, France, Canada, Russia, Spain and Japan.