Hisense becomes official sponsor of 2018 FIFA World Cup
Hisense announced its status as an official sponsor of the 2018 FIFA World Cup, becoming the first-ever Chinese consumer electronics brand to sponsor the tournament.
As an official FIFA World Cup sponsor, Hisense will engage in an array of global marketing and advertising activities for both the 2017 Confederations Cup and 2018 FIFA World Cup. Its logo will be associated with these two upcoming FIFA events and the company will have access to marketing opportunities both on and off the pitch, including advertising boards in stadiums and on-screen credits. In addition, Hisense televisions will be the official televisions of the competition. It is expected that the partnership will see Hisense reach over 200 territories and greatly enhance its international brand exposure.
Liu Hongxin, president of Hisense Group, sees the FIFA World Cup as one of the most significant sporting events in the world, rivaled only by the Olympic Games. For Hisense, sponsoring the prestigious tournament not only serves as a massive marketing opportunity for the brand, but also as a crucial, strategic initiative for the entire enterprise. “Over the years, Hisense has earned a lot of experience and brand growth through sports sponsorships,” Liu said.
Additionally, Hisense will offer its technical expertise and products throughout the 2018 FIFA World Cup while also engaging in a joint R&D initiative with FIFA to further push the boundaries of display technology.
FIFA Secretary General Fatma Samoura said: “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.”
FIFA President Gianni Infantino also sent his congratulations and excitement for the partnership.
A large part of Hisense’s international strategy has been to actively engage in sports marketing to raise brand awareness. Over the years, Hisense has sponsored major sporting events and team sponsorships like UEFA’s Euro 2016, Nascar’s XFINITY series, Joe Gibbs Racing, the Australian Open, and Germany’s FC Schalke 04.
Hisense products are available in Saudi Arabia through its agent, Zagzoog for Home Appliances.