World Cup Puts Hisense Ahead of the Game

Hisense has announced it is to engage in a joint R&D initiative with FIFA to further push the boundaries of display technology as part of the company’s sponsorship of the upcoming FIFA World Cup.

This is Hisense’s first appearance at IFA since it was announced earlier this year that the company is to sponsor of the event.

Hisense Group President, Liu Hongxin, sees the FIFA World Cup as one of the most significant sporting events in the world, rivaled only by the Olympic Games. For Hisense – the world’s third-largest television manufacturer – sponsoring the tournament not only serves as a massive marketing opportunity, 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 believe [the World Cup] will vastly improve global awareness and economic value for Hisense as a truly international brand.”

For FIFA Secretary General, Fatma Samoura, the sponsorship is important for the promotion of the tournament in China “where the company is a market leader in consumer electronics, and where the popularity of football continues to grow”.

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