Chinese Tech Companies Prominent at FIFA World Cup Despite National Team's Absence
Chinese technology companies including Hisense, Lenovo, and others are providing major infrastructure and systems for the FIFA World Cup, even though China's national soccer team did not qualify for the tournament. This represents a shift in how Chinese brands are leveraging international sports sponsorships beyond traditional advertising. The trend reflects growing Chinese investment in sports technology and global sports marketing as soccer's popularity increases domestically.
Chinese technology firms are playing a significant role at the FIFA World Cup despite China's national team's absence from the competition. Hisense, based in Qingdao, serves as the official display partner for video assistant referee systems, while Lenovo, designated as FIFA's "Official Technology Partner," is deploying servers in Texas to power broadcasts and features including AI-enabled 3D player avatars. This represents a broader trend of Chinese companies using major sporting events for technology showcases and brand building. The article notes that Alibaba Cloud previously used AI to enhance instant replay systems during the 2026 Winter Olympics planning. Additionally, Chinese brands are reportedly turning to a Chinese referee as a brand ambassador to capitalize on soccer's growing popularity in China, even as the national team's underperformance continues.
What different sources said
- SemaforCenter
China tech on display at World Cup
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