China's tech and sponsorship boom reshapes the 2026 FIFA World Cup

The 2026 FIFA World Cup will take place across the US, Canada, and Mexico from June 11 to July 19. For the first time in history, 48 teams will compete—more than in any previous tournament. Chinese companies are playing a bigger role than ever before in supporting the event with technology and sponsorships. Chinese firms have secured key partnerships for the upcoming tournament. Hisense will supply all display equipment for the International Broadcast Centre, ensuring high-quality coverage for global audiences. Lenovo, as FIFA’s Official Technology Partner, is delivering AI-driven solutions and services to enhance tournament operations.

In merchandise and sponsorship, Beijing-based All Star Partner obtained official licensing rights for several popular national teams. Kelme, another Chinese sports brand, is providing official jerseys for Jordan and Bosnia and Herzegovina. Meanwhile, Minsa Sports in Yiwu is producing commemorative soccer balls featuring the signature colours of the three host nations. Beyond sponsorships, Chinese companies are integrating advanced technology into UEFA’s tournament systems. These innovations aim to improve efficiency and fan engagement during the event.

The 2026 FIFA World Cup marks a milestone for Chinese involvement in global football. From AI-powered systems to official merchandise, multiple Chinese enterprises are contributing at a higher level than in past tournaments. The event will proceed without the Chinese men’s national team, which did not qualify.