Hisense Scores Sponsorship with FIFA for Club World Cup

FIFA announced its first sponsor for the revamped Club World Cup—Chinese electronics giant Hisense. The company will brand video review checks in the upcoming tournament in the U.S. The sponsorship marks a significant development amid ongoing challenges in securing broadcast deals and future sponsor agreements.

FIFA has unveiled Chinese consumer electronics company Hisense as the first sponsor for its revamped Club World Cup, set to feature video review branding at the 2024 tournament in the U.S.

Hisense will have its branding displayed in the video operation room and on pitchside screens as match officials review key incidents during the tournament, which spans 11 American cities from June to July. Despite challenges in securing broadcast deals, FIFA is betting on more sponsor agreements soon.

This sponsorship marks an important step for FIFA's flagship club competition, which has seen stalled negotiations for a global streaming deal with Apple+ and a lack of U.S. sponsors due to a focus on the 2026 World Cup to be co-hosted with Canada and Mexico.

(With inputs from agencies.)