Fifa
Fifa has named Lenovo as an official technology partner, with the Chinese vendor becoming a top-tier sponsor of soccer’s governing body.
While financial details were not disclosed for the deal, Sports Business Journal (SBJ) estimates that Lenovo will likely pay at least a nine-figure fee for the top-tier sponsorship.
Lenovo comes on board as Fifa’s latest partner ahead of the 2026 World Cup, which will be held in Canada, the US and Mexico. Soccer’s governing body has signed up several other companies as sponsors in recent months, with Lenovo joining the likes of Verizon and Bank of America on its roster.
In a statement, Fifa president Gianni Infantino said that the partnership would give Fifa an opportunity to “explore and adopt technology and AI to positively impact football”. As reported by the Associated Press (AP), Lenovo’s head of corporate marketing Jeff Shafer also said that talks had been held with Fifa about the role of AI in helping teams and fans understand match data better, suggesting that it will likely be a key focus for both parties.
“Lenovo is proud to support Fifa’s vision of leveraging technology to elevate the game, enhance the fan experience worldwide, and foster innovation that levels the playing field,” said Yuanqing Yang, Lenovo chairman and chief executive. “We’re excited that our cutting-edge technology and AI innovation will take centre stage in the upcoming tournaments, demonstrating to the world the transformative power of smarter technology.”
Infantino added: “At Fifa, we are committed to growing the game globally and making football accessible for all – and we are excited to welcome Lenovo to our journey, and to work with them to implement technologies, innovations and programmes that spread our sport.
“Data and technology combined helps us to know fans better, and we will use it to create unparalleled and unforgettable fan experiences at the Fifa World Cup 2026 and Fifa Women’s World Cup 2027. In Lenovo, we have a partner who will support us as we evolve and innovate, investing in digital technology and artificial intelligence for future generations.”
While the partnership covers Fifa’s next World Cup tournaments, it does not however seem to apply for next year’s Club World Cup. Fleshing out the commercial roster for the 2025 tournament will likely be an immediate priority for Fifa, given it has yet to confirm whether any of its current partners will be involved next summer.
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