For decades, sports sponsorship was primarily about branding around stadiums, cool merchandise, and commercial breaks on television. That model worked when fans consumed sports passively, with limited channels of interaction. But today’s sports fans live in a hyper-connected world. They expect more than just exposure to brands; they want access, experiences, and participation.
The FIFA World Cup 26™, set to be the biggest in history with 48 teams competing across three nations, will truly exemplify this shift. Audiences won’t settle for being spectators; they’ll demand immersive, interactive connections that allow them to feel part of the action. For brands like Hisense, who continues its long-standing partnership with FIFA for a ninth year, the opportunity lies in turning sponsorship into a platform for authentic fan engagement.
Over nearly a decade of global sports partnerships, Hisense recognises that the foundation of meaningful fan engagement lies in understanding the values of connection, immersion, and belonging. The early years of sponsorship, such as the FIFA World Cup 2018™, were largely about visibility. By 2022, the emphasis had shifted towards content-driven activations, with sponsors experimenting with exclusive footage, digital campaigns, and interactive storytelling that gave fans new ways to connect beyond the 90 minutes of play.
In recent years, the most successful sponsorships have been the ones that enhance how fans experience the game, whether through exclusive behind-the-scenes content, immersive viewing technology, or inviting fans to participate in the story. These approaches show that true engagement isn’t about a logo on a screen; it’s about creating moments that bring fans closer to the action and make them feel like part of the community.
Our partnerships have reinforced this approach. Hisense’s role as an official sponsor of the UEFA EURO™ and our collaboration with Real Madrid™ have demonstrated that fans respond best when sponsorships go beyond traditional visibility to offer richer experiences whether that’s through smart promotions, experiential Fan Zones, legendary player appearances, radio and roadshow media activations, or digital campaigns that reward fans.
How Brands Can Translate Sponsorship into Engagement
So, what can brands learn from this evolution? The key lies in designing sponsorships that put the fans first. Technology, for example, should be treated as an enabler rather than the headline. When VAR was introduced at major tournaments, the focus wasn’t on the tech itself but on how it improved fairness and transparency for fans watching in real time. Similarly, innovations in broadcast quality such as multi-angle replays or second-screen viewing matter only because they deepen immersion, not because of the specifications behind them.
Equally important is striking the right balance between global visibility and local relevance. During UEFA EURO™ tournaments, for instance, regional campaigns that used local languages, cultural touchpoints, and even player associations helped sponsors resonate with audiences in a way that generic global messaging could not. A fan in Madrid or Dubai connects with the game differently than one in Seoul, and sponsorships that acknowledge these nuances create a stronger bond.
Finally, engagement is most powerful when it creates moments that fans want to share. This is where activations such as interactive polls during live matches, fan-led content challenges, or behind-the-scenes access to teams like Real Madrid have proven effective. These initiatives turn spectators into participants by giving them a stake in the experience, whether that’s voting on their favourite play, sharing their matchday rituals online, or getting an inside look at their club’s training sessions. When sponsorships create those kinds of conversations, they move from being background noise to being part of the memory.
A Call to Marketers
The message for marketers is clear: sponsorship is evolving from visibility to value. To succeed, brands must create experiences that are immersive, interactive, and authentic. This requires understanding fans, embracing technology as an enabler, and being bold enough to experiment with new formats of engagement.
The FIFA World Cup 26™ presents a unique canvas to put these principles into action. For those who rise to the occasion, the rewards will be more than just brand awareness; they will be increased loyalty and advocacy, and a deeper emotional connection with fans worldwide.
In sports, unforgettable moments are what fans treasure most. For brands, the opportunity lies in shaping those moments, not just backing them.
