In the past four years, Hisense has consecutively sponsored FIFA World Cup 
Russia 2018TM and FIFA World Cup Qatar 2022TM, showcasing the heightened 
strength and depth of its globalization processes. "Sponsoring FIFA World CupTM 
and other top-tier football tournaments manifests Hisense's vision to carve out 
its individualized path of sports marketing as well as its unwavering 
commitment to building a multinational corporation," said Dr. Lan Lin, 
President of Hisense Group.

Football as a Focus of Hisense Sponsorship Strategy

Football and TV have always been inextricably linked with one another. The 
history of televised football dates back to 1937, and generations of 
broadcasting and display technologies play a vital role in boosting the 
popularity of the sport.

Hisense positions football as an indispensable part of its sports marketing 
strategy not only because consumers can experience the best of Hisense TV 
technology while watching captivating matches, but also because the cooperation 
with top events like FIFA World CupTM can bring considerable brand exposure and 
thus greatly exalt brand recognition. After sponsoring FIFA World Cup Russia 
2018TM, Hisense overseas brand awareness increased by 6 pps.

After 15 years of dedication in sports marketing, Hisense also developed its 
own particular approach in terms of football sponsorship. Besides the 
international quadrennial football tournaments, Hisense also adopts a 
region-specific sponsorship scheme to generate feedback from respective 
markets. In Europe, for example, Hisense became the official sponsor of Paris 
Saint-Germain FC and has inked a two-year extended partnership with Leeds 
United in the Premier League. Millions of fans and ultra-high traffic brought 
by these sporting events will translate into immeasurable potential in brand 
reputation and thus propel Hisense to enter the next stage of 
internationalization.

FIFA's Fruitful Partnership with Hisense

In April 2017, Hisense entered into its first cooperation with FIFA and in the 
next five years, this partnership has evolved into a consolidating and 
mutual-beneficial one: For one thing, FIFA has invited Hisense to carry out 
in-depth technological upgrading of its live broadcasting technology and 
display products. For another, Hisense also launched customized products for 
FIFA World Cup Qatar 2022TM, which applies technologies such as Movement 
Compensation (MEMC), Sports Mode, and Player Recognition to greatly enhance the 
viewing experience for consumers, and records a remarkable performance in terms 
of their product sales and global reach.

Sports marketing is and will continue to be an effective means to achieve 
Hisense's long-term developmental goals. Empowered by premium products and 
continuous technological breakthroughs, Hisense looks to further extend its 
corporate culture and obtain brand growth utilizing the language of sports.

SOURCE: Hisense

Image Attachments Links:

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   Caption: Hisense becomes the Official Sponsor of FIFA World Cup Qatar 2022™

   Link: https://iop.asianetnews.net/view-attachment?attach-id=436199

   Caption: Hisense FIFA World Cup™ LED perimeter board

   Link: https://iop.asianetnews.net/view-attachment?attach-id=436200

   Caption: President of Hisense Group Dr. Lan Lin with FIFA President Gianni 
Infantino