Hisense, one of China's largest consumer electronics companies and also the official sponsor of the 2018 FIFA World Cup, launched a brand new slogan in Russian at the World Cup tournament on June 14.

The slogan, "Смотри Hisense", meaning "watch Hisense", printed in black font against a bright yellow background, stood out at the football stadium. 

Though the Chinese national team failed to qualify for the event, an increasing number of Chinese companies are setting their sights on the tournament to boost international awareness of their brands.

Besides Hisense, the list of Chinese sponsors for the World Cup includes smartphone vendor Vivo, property-entertainment conglomerate Wanda, and dairy producer Mengniu, all having brainstormed creative the marketing campaigns. 

The FIFA World Cup is the single most watched sporting event in the world. Hisense has been researching other ways to capture the attention of consumers, fans and enthusiasts, in addition to the outdoor advertising boards at the football stadium. The company's logo is printed on tickets, screened on news backboards and live scoreboards. 

Hisense slogan "Смотри Hisense" is seen at the football stadium of the 2018 FIFA World Cup in Russia, June 14. [Photo/sznews.com] 

Hisense slogan "Смотри Hisense" stands out at the football stadium. [Photo provided to chinadaily.com.cn]