Chinese electronics giant Hisense (000921.SZ) has been announced as the first official partner for the FIFA Club World Cup 2025. This landmark partnership was revealed by FIFA on Wednesday and marks a pivotal moment in the build-up to the expanded tournament, which will take place in the United States from June 15 to July 13, 2025.
While financial terms of the partnership have not been disclosed, Hisense will enjoy prominent Video Assistant Referee (VAR) branding during the tournament. This opportunity underscores the company’s commitment to enhancing its visibility on a global scale through one of soccer’s most prestigious competitions. Hisense has been a FIFA sponsor since 2017, making this a natural evolution of their partnership.
FIFA President Gianni Infantino expressed enthusiasm about the collaboration, stating, “We are delighted to welcome Hisense, a global market-leading brand, as an official partner of the FIFA Club World Cup 2025.” The partnership launch took place in Shanghai, showcasing the growing synergy between the tech industry and international sports.
FIFA has indicated that more sponsorship deals will be announced in the coming weeks, further strengthening the tournament’s commercial appeal as it prepares for its inaugural expanded format.
Despite the excitement surrounding the partnership, the new Club World Cup has faced criticism since its announcement in December 2023. European leagues have raised concerns about the potential for an already congested schedule to become even more overloaded, increasing the physical and mental toll on players.
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Rodri, the Ballon d’Or winner, voiced serious concerns last month, warning of a possible player strike over the packed match calendar. According to a report from the players’ union FIFPRO, some athletes have reported getting as little as 12% of the year to rest, raising alarms about player welfare.
In response to these concerns, FIFA has launched a task force focused on player welfare. This initiative comes after FIFPRO, LaLiga, and the European Leagues group filed a joint complaint to European Union antitrust regulators, accusing FIFA of “calendar abuse.” The European Leagues, an association comprising 35 members including the Premier League, Bundesliga, Serie A and Ligue 1, is advocating for reforms to protect players’ health and well-being.
As Hisense steps into this prominent role, anticipation builds for the FIFA Club World Cup 2025. The tournament promises to showcase top-tier soccer while navigating the complexities of player welfare and an evolving sports calendar. Fans around the world are eager to see how this partnership will unfold and what it means for the future of global soccer.
