The International Federation of Association Football (FIFA) and Hisense Group jointly announced in Beijing that Hisense has become the official sponsor of 2018 FIFA World Cup. Qingdao Hisense thus became the 1st Chinese electric household appliance company to sponsor the World Cup after it was born nearly 100 years later.

    32 football teams from the world will participate in the World Cup 2018 that has 64 competitions to be held in 11 cities in Russia during 14th June to 15th July. At that time, Hisense TV ad will be showed in the LED in the playground and score notification in TV broadcast.

    “We also will authorize Hisense to do tech development for display quality to bring better game experience to the audience,” FIFA secretary general Fartma Samoura said.

    The Qingdao Hisense group director Liu Hongxin said this is another action Hisense took for Brand Internationalization Strategy after sponsoring Euro Cup 2016. Its goal is to expand brand international awareness, to accelerate internationalization pace, and expand global market share for more brand premium. Previously Hisense has kept the No.1 TV market share in China and entered world top 3. Hisense has spent nearly 100 million US dollar for the sponsorship, aiming to expand brand awareness in the world for two folds. (Duan Xiaodong)