Hisense, the global consumer electronics and home appliance giant has announced a new partnership with FIFA for the upcoming 2025 FIFA Club World Cup™. The deal was formalised at an event in Shanghai Tower, attended by high-profile figures including FIFA President Gianni Infantino, FIFA Secretary General Mattias Grafström, and Hisense Group Chairman Jia Shaoqian.
FIFA President Gianni Infantino praised the collaboration, stating, “We are delighted to welcome Hisense, a global market-leading brand, as an Official Partner of the FIFA Club World Cup 2025™. Hisense’s commitment to innovation and technology aligns with our vision for this tournament, which will bring together the 32 best teams from around the world for an unforgettable celebration of our game that will revolutionise club football.” Infantino added that the partnership would enhance fan engagement, both on and off the field, setting a strong technological foundation for the newly restructured tournament.
Slated for every four years, the 2025 FIFA Club World Cup™ will feature 32 of the world’s leading club teams in a global competition aimed at delivering a spectacular showcase of international football. Hisense sees this inaugural edition as an ideal opportunity to expand its brand presence and demonstrate its technological capabilities. As an Official Partner, Hisense will feature its state-of-the-art televisions across the tournament, showcasing the brand’s latest advancements in AI-driven viewing technology.
Hisense Group Chairman Jia Shaoqian expressed pride in the collaboration, noting that the competition’s elite status aligns with Hisense’s goal of building a world-class brand. “We are proud to be an Official Partner of the FIFA Club World Cup 2025™, which is a competition among the top clubs from all six confederations. This aligns with Hisense’s champion spirit and our aim to establish a world-leading enterprise,” said Shaoqian.
The centrepiece of Hisense’s offering is its new AI TV series, powered by its proprietary Xinghai AI model, designed to improve picture quality and optimise user experience through continuous upgrades. “As the pioneer in AI televisions, Hisense’s AI TV series is a perfect match for the FIFA Club World Cup™. Together with FIFA, Hisense will deliver the best Club World Cup experience for global audiences,” added Shaoqian.
Building on previous partnerships with FIFA and UEFA, Hisense’s latest alliance underscores its sports marketing strategy and commitment to brand globalisation. Hisense was a global partner for two consecutive FIFA World Cups™ and three UEFA European Championships, further solidifying its presence in the sports industry. Alongside televisions, Hisense’s product portfolio includes innovations in air conditioners and refrigerators, all of which integrate with the company’s ConnectLife platform, a smart home ecosystem that facilitates interconnectivity among household devices.
Through its support of the FIFA Club World Cup, Hisense seeks to bring an advanced viewing experience to football fans worldwide. The company hopes that by merging sport with cutting-edge technology, it will foster greater accessibility and engagement for fans across the globe.
The FIFA Club World Cup 2025™ partnership highlights Hisense’s dedication to advancing technology within the home, enabling an immersive experience for sports fans and continuing its tradition of innovation in consumer electronics and appliances.
