China’s Hisense becomes World Cup sponsor

Hisense said the sponsorship deal means it will enter into global marketing and advertising activities for the 2017 Confederations Cup and the World Cup next year, reaching more than 200 countries and territories and enhancing international exposure for the brand.
 Hisense will be able to associate its logo with the FIFA as well as gain rights that include access to advertising boards in stadiums, on-screen credits and other marketing opportunities on-and-off the pitch during both competitions.
The president of Hisense Group, Liu Hongxin, sees the World Cup as one of the most significant sporting events in the world. For the company, sponsoring the tournament not only serves as a massive marketing opportunity for the brand, but also as a strategic initiative for the entire enterprise. “Over the years, Hisense has earned a lot of experience and brand growth through sports sponsorships,” Liu said.
“We are honoured to take on our biggest challenge yet with the FIFA 2018 World Cup, and believe it will vastly improve global awareness and economic value for Hisense as a truly international brand.
“ The World Cup brings together the highest level of competition and prestige in football worldwide, making it the perfect platform for us to be a part of.”
Additionally, Hisense will offer its technical expertise and products throughout the World Cup while also engaging in a joint research and development initiative with FIFA on 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 a market leader in consumer electronics, and where the popularity of football continues to grow.”
FIFA president Gianni Infantino also sent his congratulations for the partnership.
A large part of Hisense’s international strategy has been to engage in sports marketing to raise brand awareness. Over the years, Hisense has sponsored big sporting events and team sponsorships like UEFA’s Euro 2016, Nascar’s XFINITY series, Joe Gibbs Racing, the Australian Open, and Germany’s FC Schalke 04. These activities, have helped the brand maintain its status as the No 3 television manufacturer worldwide into 2017.
Hisense began its TV business in Thailand in May 2016. The company focuses on quality TV products and offers three years’ onsite service in Thailand.