World Cup Tickets: FIFA has announced its first sponsor for the restructured Club World Cup. With Chinese consumer electronics brand Hisense securing a deal to feature prominently in video review branding. This arrangement will mark the first FIFA World Cup tournament with an official sponsor for video assistant referee (VAR) checks.
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World Cup Tickets: Hisense’s Sponsorship in Global Soccer Tournaments
Hisense’s logo and branding will be displayed in the video operation rooms and on pitch side screens. As referees review critical decisions, such as goals and penalties. In the 32-team tournament set to take place across 11 U.S. cities from June 15 to July 13, 2024.
This sponsorship represents a continuation of Hisense’s involvement in high-profile soccer tournaments. The company also provided VAR screen technology for UEFA’s European Championship earlier this year in Germany. Hisense first partnered with FIFA as a sponsor for the FIFA World Cup. Followed by a renewed deal for the 2022 event in Qatar.
With this latest agreement, Hisense strengthens its footprint in global sports. Particularly as FIFA’s Club World Cup expands to a larger 32-team format. The revamped Club World Cup’s opening match is set to feature Lionel Messi’s Inter Miami. Providing an early draw for U.S. fans. European giants such as Real Madrid, Manchester City. And Bayern Munich will also make their competitive debuts in the U.S., boosting the tournament’s appeal.
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FIFA World Cup Tickets: Challenges in Securing Broadcast Agreements
However, despite the early sponsorship secured with Hisense, FIFA still faces challenges securing broadcast agreements. Talks for a global streaming deal with Apple+ stalled, and U.S.-based companies are prioritizing sponsorships for the Men’s World Cup 2026, which will be co-hosted by the U.S., Canada, and Mexico.
The new tournament format features club teams that have consistently performed well in international competitions over the past four years, with Europe’s 12 slots allocated to its top-performing clubs. Some teams, however, did not qualify under FIFA’s selection criteria. While Liverpool, Leipzig, and Barcelona were among Europe’s top 12 teams, they missed out due to not winning a continental title during the qualification period of 2020 to 2024.
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Football World Cup Tickets: Inter Miami’s Host Nation Spot and Selection Criteria
Only two teams per country may qualify, barring exceptions when three or more teams from one nation win continental championships. In a surprising move, FIFA awarded the host nation’s spot to Inter Miami, based on its Major League Soccer regular season record rather than the MLS Cup outcome. This decision, announced ahead of the December 7 MLS Cup final, secures Messi’s participation and adds significant star power to the tournament.
Saudi Arabian sponsors are expected to join soon, fulfilling FIFA President Gianni Infantino’s pledge to secure substantial financial backing for the expanded tournament. With Saudi Arabia already positioning itself for hosting the World Cup 2034, sponsorship contributions are expected to grow in alignment with Infantino’s goal of reaching hundreds of millions in total prize money for the Club World Cup. FIFA plans to confirm Saudi Arabia’s World Cup hosting status on December 11.
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FIFA 2026 Tickets: Showcasing World-Class Teams and Players
The tournament’s draw is slated for early December, following the final Copa Libertadores match on November 30, which will determine South America’s last entry. FIFA’s decision to expand the Club World Cup, along with Hisense’s sponsorship deal, sets the stage for more brands to come on board as FIFA looks to elevate the Football World Cup as a major global soccer event.
This new competition model represents FIFA’s ambition to bring a globally inclusive club tournament to the U.S. market, showcasing world-class teams and players, and is anticipated to attract widespread fan interest. Hisense’s involvement at a high-visibility level reflects the company’s growing commitment to global sports partnerships. FIFA noted that the deal with Hisense paves the way for more sponsors to support this newly revamped competition, solidifying its appeal as a premier soccer showcase.
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