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China missed the World Cup. Its brands didn’t

From broadcast operations to sponsorships, Chinese companies were major players at football’s biggest event despite geopolitical friction.

Published: 6:00pm, 24 Jun 2026

China’s men’s national team failed once again to qualify for the World Cup, having reached the tournament only once, in 2002. Yet Chinese companies occupy some of Fifa’s most prominent commercial positions, with Lenovo serving as a top-tier Fifa Partner, and electronics maker Hisense acting as a World Cup sponsor.

China missed the World Cup. Its brands didn’t

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}From broadcast operations to sponsorships, Chinese companies were major players at football’s biggest event despite geopolitical friction.

From broadcast operations to sponsorships, Chinese companies were major players at football’s biggest event despite geopolitical friction.