Chinese company Hisense has strengthened its partnership with FIFA by becoming the first official sponsor for the 2024 Club World Cup. This tournament, set to take place in the United States, will feature 32 teams instead of the previous seven, including big names like Real Madrid, Manchester City, and Bayern Munich. However, concerns have been raised about the additional strain on players, and FIFA has yet to secure broadcast deals.
FIFA noted that this sponsorship with Hisense may lead to more deals in the coming weeks for its new club tournament. FIFA President Gianni Infantino praised Hisense’s focus on technology and innovation, seeing it as a good match for the expanded tournament’s goals. He promised it would be a memorable event showcasing top teams from around the world, marking a major shift in club football.
Hisense’s involvement with FIFA began in 2018, ahead of the World Cup in Russia. Recently, Infantino confirmed that Lionel Messi’s Inter Miami would launch the Club World Cup on June 15 at Hard Rock Stadium in Miami. Messi’s participation, as an eight-time Ballon d’Or winner, is expected to raise interest in the tournament.
FIFA aims to captivate a global TV audience and build excitement in the U.S. before the 2026 World Cup. The plan is to hold this larger Club World Cup every four years.
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