Lenovo has agreed a deal to become a top-tier sponsor of FIFA, with the Chinese technology company set to help power improved fan experiences in stadiums.
The agreement was announced at Lenovo’s annual Tech World innovation event in the US city of Seattle, with the company to serve as FIFA’s official technology partner through a contract that covers the 2026 World Cup in Canada, Mexico and the United States, and the 2027 Women’s World Cup in Brazil.
Lenovo’s products, services and solutions, including its emerging suite of innovations that both leverage and power AI, will be integrated into the 2026 and 2027 tournaments. The technology will power improved fan experiences in stadiums and global broadcasts, contribute to enhanced analytics, and look to democratise data across all global football-playing nations.
Lenovo joins Aramco, Adidas, Coca-Cola, Hyundai/Kia, Qatar Airways and Visa as a top-tier partner of FIFA. US telecommunications company Verizon last month entered into a partnership with world football’s governing body which will see it aid connectivity at the 2026 World Cup.
FIFA president, Gianni Infantino, said: “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.”
The FIFA deal comes after Lenovo last month stepped up its association with the Carolina Hurricanes and the state of North Carolina by signing on as the new naming rights partner of the NHL franchise’s home arena.
Lenovo chairman and CEO, Yuanqing Yang, said: “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.
“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. 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.”
