Hisense has partnered with FIFA to become an official sponsor of the FIFA World Cup Qatar scheduled for 21 November to 18 December 2022.

By joining the roster of commercial affiliates, Hisense will be involved in a program that will range from on-site engagement opportunities to logo visibility across various platforms to global advertising campaigns.

The collaboration, which began in 2017 ahead of the FIFA World Cup in Russia, also includes the opportunity for Hisense to present specially created, video-on-demand programming to customers using past FIFA World Cup content, delivered through its integrated VIDAA smart TV platform.

Hisense Group CEO, Jia Shaoqian said continued investment in world-class sporting events represents Hisense’s determination to become a global brand.

“It helps Hisense build stronger relationships with its consumers and accelerates the company’s globalisation process. It also creates a solid foundation for Hisense to compete with the world’s most innovative and leading brands to become a premier global brand.”

FIFA secretary general, Fatma Samoura said, “It gives me great pleasure to welcome Hisense on board as an official sponsor of the FIFA World Cup, and we are delighted to partner with this internationally respected brand, which also has a growing presence in the sports market.

“FIFA and Hisense are both focused on technology, innovation and giving people the best possible experience. I am confident that this collaboration will support the global objectives of both organisations and contribute to the success of what is sure to be an amazing event next year.”