Global soccer’s governing body FIFA has brought in multinational tech heavyweight Lenovo as its latest commercial partner.
Through a deal unveiled late yesterday (October 15), Lenovo is now the soccer body’s official technology partner, fitting into the top rank of FIFA sponsors. The agreement covers both the upcoming men’s FIFA World Cup in 2026 (Mexico, the US, and Canada), and the 2027 Women’s World Cup in Brazil.
Lenovo will integrate its range of products, services, and solutions into both tournaments, with the aim of improving fan experiences and powering enhanced analytics.
The two World Cups, meanwhile, will “provide the perfect platform for Lenovo to further grow its global brand among fans of the world’s most popular sport,” FIFA has said.
Gianni Infantino, president of FIFA, has said: “Data and technology combined helps us to know fans better, and we will use it to create unparalleled and unforgettable fan experiences at the FIFA World Cup 2026 and FIFA Women’s World Cup 2027.”
Over recent months, FIFA has announced deals for these same tournaments with telecommunications giant Verizon, and also with US snack brand Lay’s.
The 2026 event will feature 48 teams, the most ever for a World Cup - with the expanded number of teams and games making it an attractive prospect for prospective sponsors - while the 2027 Women’s World Cup marks the first time that tournament will take place in South America.
Other current official partners of FIFA, meanwhile, include oil and gas giant Aramco, sportswear company adidas, soft drinks conglomerate Coca-Cola, South Korea’s Hyundai and Kia car brands, global payments service Visa, and Qatari national airline and flag carrier Qatar Airways.
Yuanqing Yang, Lenovo’s chair and chief executive, added: "We’re excited that our cutting-edge technology and AI innovation will take center stage in the upcoming tournaments, demonstrating to the world the transformative power of smarter technology.”
In terms of Lenovo’s portfolio of sporting sponsorship deals, September saw the brand strike a long-term stadium naming rights agreement with the Carolina Hurricanes franchise of North American ice hockey’s National Hockey League, and also agree a deal with the Madison Square Garden sports and entertainment venue.
