FIFA World Cup: China isn’t on the football field but its corporate sponsors are everywhere

The FIFA World Cup 2026 reaches a climax on Monday night, India time, as Spain takes on Argentina. But through the tournament, many have discussed a paradox. Though China did not have a team on the field, the country was very visible – through corporate sponsorship.

Three Chinese companies are on board in this edition of the World Cup.

Mengniu Diary is one of FIFA’s official sponsors, with an association dating back to 2018.

Lenovo is providing equipment, devices and personnel for all 16 venues to support technological needs including Artificial Intelligence-powered mechanisms to simulate match situations and players in 3D format.

The electronics company, Hisense, is supplying mini LED display devices for the tournament’s digital Video Assistant Referee system.

Chinese companies have been present at the men’s football World Cups since 2010. In addition to the three at this edition, Yingli Green Energy, Dalian Wanda Group and VIVO have also been World Cup sponsors.

Ironically, though China’s commercial expansion has gathered pace, football as a sport has regressed in the country. The men’s national team has not made any strides since its only appearance at the World Cup in 2002.

The sport was accorded priority by the ruling Communist Party of China only with the elevation of Xi Jinping...

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