As official sponsor of the 2018 World Cup.

Hisense has signed a deal with Fifa to become an official sponsor of the 2018 football World Cup. The deal will see the Chinese electronics group engage in a number of global marketing and advertising activities for the upcoming Fifa Confederations Cup 2017 in the lead up to the 2018 Fifa World Cup in Russia. The partnership gives Hisense access to marketing opportunities both on and off the pitch, with branding across two upcoming Fifa events including billboards, stadiums and on-screen credits. It is expected that Hisense will reach over 200 territories across the globe with Australia accounting for an estimated 71% of the Oceania region audience.

Hisense Australia head of marketing, Andre Iannuzzi said, “The Fifa World Cup brings together the highest levels of competition and prestige in global football, making it the perfect sports event for us to be a part of. Millions of Australians tune in to the Fifa World Cup every four years and for them to see Hisense as a key part of all that excitement is a great opportunity for our brand, both here and across the globe”.

Hisense president Liu Hongxin and Fifa secretary general Fatma Samoura at the official announcement.

In addition to offering technical expertise and products throughout the 2018 World Cup, Hisense will engage in a joint research and development initiative with Fifa to further push the boundaries of display technology.

Fifa secretary general, Fatma Samoura said: “Fifa is delighted to welcome Hisense on board as an official sponsor of the 2018 Fifa World Cup Russia. We look forward to working with them to promote the competition, particularly in China, where the company is market leader in consumer electronics and where the popularity of football continues to grow”.

The Fifa partnership is the latest in a series of high-profile sponsorships for Hisense that includes the

Australian Open, 2017 Formula 1 Australian Grand Prix, NBL and the Uefa Euro 2016.