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Chinese technology company Lenovo have signed a sponsorship deal with FIFA that covers the men’s 2026 World Cup and the 2027 Women’s World Cup, the governing body said on Tuesday.
Lenovo becomes FIFA’s “official technology partner” — part of the top-tier sponsorship category with the global football organization.
FIFA said the deal will include Lenovo providing Artificial Intelligence and other products to “power improved fan experiences in stadiums and global broadcasts, power enhanced analytics, and democratise data across all global football-playing nations,” FIFA said.
It is the first deal between the company and FIFA and places them alongside other top tier sponsors such as Coca Cola, Adidas and Visa.
“Data and technology combined helps us to know fans better, and we will use it to create unparallelled and unforgettable fan experiences,” said FIFA president Gianni Infantino in a statement.
“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.”
The 2026 World Cup will be co-hosted by the United States, Mexico and Canada while the women’s tournament will be held in Brazil.
“Lenovo will be powering the largest sporting and entertainment events in human history –- events with more viewers, more nations participating, and an unprecedented global demand for data processing and technology,” said chairman Yang Yuanqing.
The deal does not cover next year’s expanded Club World Cup tournament, which is also being held in the United States.
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