FIFA's Club World Cup has secured its first sponsor, giving the tournament a vital boost as it prepares for its revamped and expanded format. Hisense, a leading electronic appliance brand and a FIFA partner since 2017, has signed on just months before the 32-team competition is set to debut in the U.S. next summer.
This sponsorship comes at a challenging time for FIFA, which is currently embroiled in a legal dispute with player unions and domestic leagues over the tournament's expansion. Additionally, the governing body has faced scrutiny due to the absence of commercial partnerships and broadcast agreements.
FIFA President Gianni Infantino expressed enthusiasm about the partnership, stating, “We are delighted to welcome Hisense as an official partner of the FIFA Club World Cup 2025. 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 revolutionize club football.”
The collaboration is expected to enhance fan engagement both on and off the pitch, while establishing a technological foundation for the tournament's success. The announcement was made at a Shanghai event, emphasizing Hisense's prominence in the global market for TVs and kitchen appliances.
The upcoming Club World Cup will feature teams such as Manchester City and Chelsea from the Premier League, but it has faced backlash from player unions and domestic leagues. Critics argue that FIFA's unilateral decision to expand the tournament has undermined existing structures and fairness, leading to legal action in European courts.
Despite these challenges, the sponsorship deal signals a positive shift for the tournament, which was previously facing concerns over a lack of sponsors and broadcasting contracts. With Hisense on board, FIFA aims to solidify its plans for the tournament as it moves closer to the inaugural kickoff.
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