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QINGDAO, China, Dec. 14, 2022 /PRNewswire/ -- In the past four years, Hisense has sponsored the 2018 FIFA World Cup RussiaTM and the 2022 FIFA World Cup QatarTM consecutively, demonstrating the greater strength and depth of their globalization processes. "Sponsorship of the FIFA World CupTM and other top-tier soccer tournaments underscores Hisense's vision of carving out an individualized path in sports marketing, as well as its unwavering commitment to building a multinational corporation," he said. Dr. Lan Lin, Chairman of Hisense Group.
Football as the axis of Hisense's sponsorship strategy
Football and television have always been inextricably linked. The history of televised soccer dates back to 1937, and several generations of broadcast and display technologies have played a key role in the rise of the sport's popularity.
Hisense positions soccer 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 cooperation with top-tier events such as the World Cup of FIFATM can bring considerable brand exposure and thus greatly enhance brand recognition. After sponsoring the 2018 FIFA World Cup Russia™, Hisense's brand recognition abroad increased by 6 percentage points.
After 15 years of dedication to sports marketing, Hisense also developed its own particular approach in terms of football sponsorship. In addition to the quadrennial international soccer tournaments, Hisense also adopts a region-specific sponsorship scheme to generate feedback from the respective markets. In Europe, for example, Hisense became the official sponsor of Paris Saint-Germain FC and has signed an extended two-year partnership with Premier League side Leeds United. The millions of fans and huge traffic that these sporting events bring will translate into immeasurable potential for brand reputation and thus push Hisense into the next phase of internationalization.
FIFA's fruitful partnership with Hisense
In April 2017, Hisense started its first collaboration with FIFA and, in the following five years, this partnership has been consolidated and mutually beneficial: On the one hand, FIFA has invited Hisense to carry out an in-depth technological upgrade of its live streaming technology and display products. On the other hand, Hisense has also launched customized products for the 2022 FIFA World Cup QatarTM, which apply technologies such as Motion Compensation (MEMC), Sports Mode and Player Recognition to greatly enhance the viewing experience for consumers, and registers a remarkable performance in terms of sales of its products and global reach.
Sports marketing is and will continue to be an effective means of achieving Hisense's long-term development goals. With its premium products and continuous technological advances, Hisense seeks to further extend its corporate culture and achieve brand growth using the language of sports.
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