ã€Global Network Technology Report】 April 6, FIFA and Hisense Group announced in Beijing: Hisense became the official sponsor of the 2018 FIFA World Cup. This is the first Chinese consumer electronics brand sponsor since the World Cup was established nearly a hundred years ago.
The 2018 FIFA World Cup with 32 teams participating in the competition will hold 64 games in 11 cities in Russia from June 14 to July 15. By then, Hisense TV's advertisements will appear on the venue LED and on the global telecast live score score window.
“We will also commission Hisense to develop the technology around the display quality and give the audience a better experience on the field,†said FIFA Secretary-General Fatima Samura.
Liu Hongxin, the president of Hisense Group, said in his speech that this is a continuation of Hisense’s “Internationalization Strategy for Brands†following the sponsorship of the 2016 European Cup. The purpose is to accelerate the impact of international brands, accelerate the process of internationalization, increase the global share of Hisense TV, and obtain a greater brand premium. Prior to this, Hisense had maintained the number one television market share in the Chinese market and ranked among the top three globally for 13 consecutive years.
The consumer electronics field in which Hisense is located has always been a high-yielding area for “brand mythsâ€. Samsung used the Olympic Games to become famous, and Sony and Sharp used the World Cup and the European Cup to grow rapidly.
According to Hisense, the accumulation of talents, technology, and products requires an outbreak of the window. He hopes that with this window period, Hisense will further consolidate and improve standards and truly become a world-class brand club.
It is reported that Hisense has spent nearly US$100 million for this sponsorship and hopes to double the global brand awareness.
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