Hisense, a Qingdao-based home appliance giant, has entered into a partnership with FIFA to become an official sponsor of the FIFA World Cup Qatar 2022, according to the company's official website.

"It gives me great pleasure to welcome Hisense on board as an official sponsor of the FIFA World Cup, and we are delighted to partner with this internationally respected brand, which also has a growing presence in the sports market," said FIFA Secretary General Fatma Samoura.

"FIFA and Hisense are both focused on technology, innovation and giving people the best possible experience. I am confident that this collaboration will support the global objectives of both organizations and contribute to the success of what is sure to be an amazing event next year."

Hisense is announced as an official sponsor of the FIFA World Cup Qatar 2022. [Photo provided to chinadaily.com.cn]

The world's major sports events have always been the best opportunity for domestic brands to demonstrate their growing competitiveness and their strong desire to better serve the world, said an industry insider.

"Continued investment in world-class sporting events represents Hisense's determination to become a global brand," said Jia Shaoqian, CEO of Hisense.

"It helps Hisense build stronger relationships with its global consumers and accelerates the company's globalization process. It also creates a solid foundation for Hisense to compete with the world's most innovative and leading brands in order to also become a premier global brand."

According to Jia, the company's sponsorship of the 2018 FIFA World Cup in Russia boosted awareness of Hisense TV in China by 12 percent and globally by 6 percent, and strong performances were seen in the UK, France, Canada, Russia, Spain and Japan.

The Hisense logo is seen on a billboard at a Euro 2020 match. [Photo provided to China Daily]

Hisense currently hires more than 90,000 employees and has 16 industrial parks and 16 research and development centers around the world.

Its business includes multimedia, home appliances, IT intelligent information systems and the modern service industry, while its products have been exported to over 160 countries and regions.