Hisense has announced it will continue as an official sponsor of the FIFA World Cup for a third consecutive tournament, extending its partnership with FIFA for the 2026 event.
The company’s ongoing sponsorship builds on its relationship with FIFA that began in 2018, with a series of milestones including branding at the 2018 tournament, technology cooperation with FIFA+ in 2022, and display solutions integrated into video assistant referee operations at the FIFA Club World Cup 2025. The upcoming 2026 FIFA World Cup marks the latest chapter in this ongoing collaboration.
At IFA 2025, Hisense revealed its “AI Your Life” theme, presenting a range of artificial intelligence-powered innovations across areas such as immersive entertainment, home living, and climate wellbeing. The theme centres on delivering more personalised and interactive experiences for customers.
Sponsorship and technology
Catherine Fang, Vice President of Hisense Group, emphasised the importance of user-centric experiences and advanced display technology in sports viewership. She stated,
“Every unforgettable moment starts with the right experience, and Hisense aims to help fans fully enjoy those moments. Guided by four key essentials – technology driven, users oriented, smart service, and cultural values – Hisense continuously pushes display boundaries, from HDR to Laser TV and latest RGB-MiniLED, delivering unprecedented picture quality. The user-oriented approach ensures immersive, personalised experiences, making fans feel part of every moment.”
Central to Hisense’s offering for the 2026 FIFA World Cup is the promotion of RGB-MiniLED television technology. Following its earlier unveiling at CES, the 116-inch RGB-MiniLED TV has received upgrades in colour purity, contrast, and brightness, with the company claiming a performance surpassing QD-OLED technology.
FIFA’s Chief Business Officer, Romy Gai, commented on the partnership, stating,
“FIFA would partner with Hisense to welcome the best display technology in order to deliver an unprecedented World Cup for billions of fans around the world.”
The 2026 tournament will be held across three nations with an expanded pool of 48 teams. Hisense said it aims to ensure that fans worldwide can access an immersive viewing experience from home, turning living rooms into front-row seats to the matches.
Product showcase
At the exhibition, Hisense highlighted four main pillars in its AI-driven strategy: Vision, Cinema, Home, and Air.
Under the banner of “AI Your Vision”, Hisense demonstrated the 116-inch RGB-MiniLED TV UX, which the company says provides deep blacks, vivid colours, and superior brightness. The technology is based on precise control of red, green, and blue mini-LEDs, aimed at advancing picture clarity and consistency. Additional technologies on display included MicroLED innovations, AI TVs, and AI-powered sound solutions, supporting a variety of entertainment preferences from gaming to digital art displays.
The “AI Your Cinema” pillar featured an expanded Laser Cinema product line, including the TriChroma Laser Cinema L9Q. Hisense indicated this model’s laser-powered display and portability allows for versatile setup, offering high picture quality across diverse environments.
For home appliances, Hisense introduced its latest PureFlat smart refrigerator. The appliance comes with a 21-inch interactive hub designed for functions such as meal planning, video streaming, and the display of AI-generated art. The refrigerator runs on the company’s ConnectLife AI Agent, which supports energy optimisation and aims to simplify daily household tasks. Hisense said the features are intended to make routines more connected and efficient.
In air management, Hisense showcased the U8 S Pro Air Conditioner, noted for intelligent climate control and the integration of HI-SENSOR presence detection, AI voice controls, and Hi-NANO ion purification technology. The air conditioner is designed to adapt its operation to the user’s activities, aiming for increased comfort and air quality management throughout the day.
AI and customer experience
According to Hisense, the company’s vision is for artificial intelligence to “understand, anticipate, and respond to human needs” across devices in the home environment. This vision brings together advancements in display and laser technology with smart home appliances and climate solutions, intended to offer users a more connected and adaptive living space.
Hisense stated its ongoing investments in technology, sports partnerships, and consumer electronics are part of a broader goal to support fans and customers in accessing global events like the FIFA World Cup in new ways while maintaining a focus on quality and user experience.