As the first official sponsor of the contentious 2025 Club World Cup, Chinese electronics giant Hisense strengthened its ties with FIFA on Wednesday.
Football’s governing body has not yet announced any broadcast deals, and the US tournament’s expansion has drawn criticism for the additional workload it will put on players.
The new Club World Cup will have 32 clubs, including Real Madrid, Manchester City, and Bayern Munich, compared to the previous edition’s seven participants.
The partnership with Hisense “paves the way for further sponsorship deals for FIFA’s new flagship club competition to be announced in the coming weeks,” the organisation said in a statement.
Gianni Infantino, president of FIFA, said in Shanghai: “Hisense’s commitment to innovation and technology aligns with our vision for this tournament, which will bring together the 32 best teams from around the world for an unforgettable celebration of our game that will revolutionise club football.”
Prior to the 2018 World Cup in Russia, Hisense signed on as a sponsor.
Infantino recently announced that Lionel Messi’s Inter Miami will kick off the club competition at Hard Rock Stadium, home of the NFL’s Miami Dolphins, on June 15.
The eight-time Ballon d’Or winner’s involvement is a much-needed boost to the tournament’s visibility.
In anticipation of the 2026 World Cup, FIFA expects the competition will captivate American fans and television viewers around the world.
Every four years, FIFA intends to host the enlarged competition.
