Hisense Becomes First Official Partner for FIFA Club World Cup 2025
Hisense was an official sponsor of the 2018 FIFA World Cup in Russia
Hisense partners with FIFA for the 2025 Club World Cup, securing Video Assistant Referee (VAR) branding. The global tournament is set for June in the U.S.
Chinese electronics manufacturer Hisense has been named the first official partner for the upcoming 2025 FIFA Club World Cup.
FIFA, the governing body of global soccer, shared this partnership news on Wednesday. With this agreement, Hisense will gain a prominent role in the event, receiving branding during Video Assistant Referee (VAR) replays. This added visibility will position Hisense front and center for soccer fans worldwide as the Club World Cup unfolds in the United States from June 15 to July 13, 2025.
While FIFA did not reveal the financial details of this partnership, the deal further strengthens Hisense’s relationship with FIFA.
The global brand, headquartered in Shandong, China, initially joined as a FIFA sponsor in 2017. This latest move signals the company's commitment to sports partnerships and highlights its growth in the international market.
A Strategic Partnership with Global Impact
Hisense is known as a leading brand in electronics, particularly for televisions. As China’s largest TV manufacturer by market share since 2004, Hisense is a household name in electronics.
The company has expanded its footprint with 14 manufacturing parks across several countries, including the Czech Republic, South Africa, and Mexico. Hisense also operates 18 Research and Development (R&D) centers globally, with major locations in China, the United States, and Europe.
In recent years, Hisense has actively pursued sports sponsorships. After becoming a FIFA sponsor for the 2018 World Cup, it renewed its sponsorship for the 2022 World Cup in Qatar.
Hisense also partnered with UEFA during the Euro 2016 tournament, showcasing its strong ties to major sports events.
FIFA’s Response to the New Partnership
At the partnership launch in Shanghai, FIFA President Gianni Infantino expressed his excitement about Hisense’s involvement. “We are delighted to welcome Hisense, a global market-leading brand, as an official partner of the FIFA Club World Cup 2025,” said Infantino.
He hinted that more sponsorship announcements would follow soon as FIFA looks to secure a range of partners for the highly anticipated tournament.
The 2025 Club World Cup, featuring 32 teams from around the world, is part of FIFA’s plan to expand the tournament’s reach. This new structure aims to increase fan engagement and strengthen the competition’s global appeal.
Concerns Over Player Health and a Busy Schedule
Despite the excitement surrounding the upcoming Club World Cup, the tournament has faced some criticism. Some European leagues have expressed concern about the toll that a packed schedule takes on players.
This expanded tournament adds more games to an already tight soccer calendar, which can lead to physical strain and mental fatigue among players.
Last month, Spanish player Rodri, who won the prestigious Ballon d’Or, even warned about a potential player strike over this crowded schedule. A recent report by FIFPRO, the global soccer players’ union, found that some players only get about 12% of the year to rest, putting them at risk for burnout.
FIFA’s New Task Force for Player Welfare
In response to these concerns, FIFA recently announced the creation of a task force focused on player welfare. The task force was introduced after FIFPRO, Spain’s LaLiga, and the European Leagues’ group filed a complaint with the European Union, accusing FIFA of mismanaging the soccer calendar.
The complaint highlights how the busy schedule can harm players’ health and suggests that changes are needed to protect players from “calendar abuse.”
The European Leagues association, which includes top leagues like England’s Premier League, Germany’s Bundesliga, Italy’s Serie A, and France’s Ligue 1, is one of the organizations backing this complaint. With these groups voicing their concerns, FIFA’s new task force is expected to address the issues around game scheduling and explore ways to improve player wellbeing.
Hisense’s Global Presence and Ongoing Growth
Hisense’s journey from a local Chinese electronics brand to a global industry leader is remarkable. Today, it’s not just China’s biggest TV brand but also a global player in consumer electronics. Beyond televisions, Hisense manufactures other electronic products, including air conditioners, refrigerators, and smartphones.
The brand’s new partnership with FIFA shows its commitment to expanding its presence on the international stage. By sponsoring high-profile events like the FIFA Club World Cup, Hisense hopes to reach a broader audience and strengthen its image as a leader in consumer electronics.
As the tournament date approaches, fans worldwide will see the Hisense brand as an integral part of the Club World Cup experience. With this partnership, Hisense reinforces its status as a global brand and a key player in the sports sponsorship arena.