Riyadh, KSA, September 7, 2025 – Hisense, a leading brand in global consumer electronics and home appliances, announced at IFA 2025 that it will continue as an Official Sponsor of the FIFA World Cup™, reinforcing its long-standing collaboration with FIFA since 2018.

Since first partnering with FIFA in 2018, Hisense has achieved several key milestones: initial branding at the 2018 FIFA World Cup™, content cooperation via FIFA+ in 2022, technology integration in VAR operations at the FIFA Club World Cup 2025™, and now the upcoming FIFA World Cup 2026™ sponsorship. Each step strengthened Hisense’s global presence and commitment to enhancing fan experiences.

Catherine Fang, VP of Hisense Group, highlighted that every unforgettable moment starts with the right experience, and that Hisense aims to help fans fully enjoy those moments. She explained that, 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, personalized experiences, making fans feel part of every moment.

At IFA 2025, Hisense, as the origin of RGB-MiniLED, builds on its CES debut of the 116-inch RGB-MiniLED TV with upgrades delivering purer colors, higher contrast, and brightness surpassing QD-OLED, reaffirming leadership in next-gen displays. Building on this vision, FIFA’s chief business officer, Romy Gai, echoed the sentiment, explaining that 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.

With the 2026 tournament set to be the first held across three nations with 48 teams, Hisense aims to transform billions of living rooms into front-row seats — ensuring fans everywhere can experience the tournament like never before and truly own the moment