Chinese tech companies power World Cup broadcast and VAR systems
By
J.D. Capelouto
Toasted just enough. A reliable bake, gently seasoned.
Summary
Despite China's soccer team not qualifying for the FIFA men's World Cup, Chinese technology companies are prominently featured at the tournament. Hisense is the official display partner for VAR systems, Lenovo is providing servers for broadcast and AI-enabled 3D player avatars as FIFA's Official Technology Partner, and Alibaba Cloud previously improved instant replay systems during the 2026 Winter Olympics. The article highlights how sports sponsorships have evolved beyond traditional advertising into technology partnerships.
Key quotes
· 4 pulledChina's soccer team didn't qualify for the FIFA men's World Cup, which kicks off this week, but its tech is front and center at the tournament.
Qingdao-based Hisense is the official display partner for the video assistant referee systems
Lenovo, as FIFA's 'Official Technology Partner,' is deploying servers in Texas to power the broadcast, as well as features like AI-enabled 3D player avatars.
Sports sponsorships in recent years have gone beyond traditional advertising
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