Hisense has become an official sponsor of the 2018 FIFA World Cup in Russia, making it the first-ever Chinese CE brand to support the leading soccer tournament series.
The sponsorship brings with it an array of global marketing and advertising opportunities for both the 2017 Confederations Cup and 2018 FIFA World Cup, including tandem logos, stadium advertising, on-screen credits and other tie-in activities.
The marketing effort will extend to more than 200 countries, the company said, vastly broadening the brand’s international exposure.
In addition, Hisense will lend its products and technical expertise to FIFA throughout the World Cup, while also partnering with the international soccer organization in a joint R&D initiative designed “to further push the boundaries of display technology,” the manufacturer said.
Hisense, No. 3 in worldwide TV unit sales last year according to IHS Markit, has long employed sports sponsorships as a brand and awareness builder, including partnerships with NASCAR’s Xfinity Series, Joe Gibbs Racing and the Australian Open. But the World Cup, which is rivaled only by the Olympic Games on the global stage, provides the company with its highest profile athletic tie-in to date.
“We are honored to take on our biggest challenge yet with the FIFA 2018 World Cup, and believe it will vastly improve global awareness and economic value for Hisense as a truly international brand,” said Hisense Group president Liu Hongxin. “The World Cup brings together the highest level of competition and prestige in football worldwide, making it the perfect platform for us to be a part of.”
Added FIFA secretary general Fatma Samoura: “FIFA is delighted to welcome Hisense on board as an official sponsor of the 2018 FIFA World Cup Russia. We look forward to working with them to promote the competition, particularly in China, where the company is a market leader in consumer electronics, and where the popularity of football continues to grow.”