Hisense Teams Up with FIFA: A New Era for Club World Cup

Chinese electronics giant Hisense has become the first official partner for the next FIFA Club World Cup, with the tournament set to debut its expanded format in the United States in 2025. Although the financial terms were not revealed, Hisense will have Video Assistant Referee branding during the games.

Chinese electronics manufacturer Hisense has joined forces with FIFA as the inaugural official partner for the 2025 FIFA Club World Cup, the global soccer governing body announced on Wednesday. FIFA President Gianni Infantino expressed his delight over the partnership with the market-leading brand during a launch event in Shanghai.

The financial specifics of the deal remain undisclosed. However, Hisense will benefit from Video Assistant Referee (VAR) branding during the expanded 32-team tournament that will take place in the United States from June 15 to July 13. This partnership marks a continuation of Hisense's relationship with FIFA, which began in 2017.

Despite the enthusiasm surrounding the new partnership, FIFA's revamped Club World Cup format has faced criticism. European leagues and players' union FIFPRO have raised concerns, highlighting the burden of additional matches on players' physical and mental health. A task force on player welfare has been launched by FIFA following these complaints.

(With inputs from agencies.)