How the World Cup Is Introducing Chinese Brands to Global Audiences
Summary
Chinese companies are playing a big part in the 2026 World Cup through sponsorships, technology, and advertising, even though China’s team will not compete. Firms like Lenovo and Hisense are providing advanced tech for the event, while Chinese brands are using famous players to promote their products globally.Key Facts
- China’s national team is not in the 2026 World Cup, but Chinese companies are present behind the scenes.
- Norwegian player Erling Haaland is the face of Chinese herbal drink brand Wanglaoji (WALOVY) in the tournament’s ads.
- Lenovo is a top partner of FIFA, supplying AI tools and devices to support all 48 teams.
- Lenovo’s Football AI Pro platform helps coaches and analysts by turning player and match data into helpful advice.
- Hisense provides Video Assistant Referee (VAR) screens to review important moments like goals and penalties.
- A World Cup fan experience with big LED screens and interactive exhibits by Hisense launched in New York City.
- The 2026 World Cup could reach 6 billion viewers, the largest audience ever for a sports event.
- China has about 289 million soccer fans, the largest national fan base in the world, but the men’s team has not qualified since 2002.
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