With the next Fifa World Cup next summer, there is some serious hype being generated. It’s to be held in Russia in 2018 and Hisense has announced that it is going to be an official sponsor. This makes it the first ever Chinese consumer electronics brand to sponsor the tournament, football’s biggest. As an official sponsor, Hisense will handle marketing and advertising for the 2017 Confederations Cup and 2018 FIFA World Cup. This should reach more than 200 territories in the process and help get the brand the exposure it needs.
Along with advertising and marketing rights, Hisense will be able to use its logo at all Fifa events, from advertising boards in stadiums to on-screen credits, and other various other opportunities on and off the pitch. Liu Hongxin, President of the Hisense Group, sees the Fifa World Cup as one of the most significant events in the world, followed closely by the Olympic Games. Sponsoring this world-famous tournament ensures a crucial, strategic initiative for the entire group of companies, besides the marketing opportunities already on offer.
Additionally, Hisense will also offer its technical expertise and products throughout the 2018 World Cup, along with a joint research and development initiative with Fifa to further push the boundaries of display technology in events such as these. A large part of the brand’s international strategy has been to actively engage in sports marketing to raise awareness. This isn’t the brand’s first foray into sports sponsorship. Previously, Hisense has backed events such as Uefa’s Euro 2016, Formula 1’s Red Bull Racing and the Australian Open, to name a few.
A number of Chinese tech companies are making moves to get into big sporting events around the world to increase brand awareness and make use of the number of eyeballs on these events. Oppo and Vivo’s holding company, BBK Electronics, sponsors all the Indian cricket teams, is the main sponsor of the IPL and even a sponsor to the International Cricket Council. Oppo has been picked as the official sponsor for the Indian cricket team for the next five years.