Chinese home appliance giant Hisense Group [Photo/IC]

Chinese home appliance company Hisense Group has been promoting sports marketing as part of its efforts to expand its global footprint and enhance its brand and influence.

Hisense aims to boost awareness of its brand via sponsorship of major sports events. The company announced in April it is an official sponsor of the 2022 FIFA World Cup in Qatar. Since 2016, Hisense has sponsored several world-class sporting events, including the UEFA Euro 2016 tournament and the FIFA World Cup.

The company's marketing attempts in different overseas markets as well as its sponsorship of major sports events demonstrate Hisense's firm belief in building a global self-owned brand, said Pang Jing, deputy manager of the company's brand management department.

According to Pang, top international tournaments solve the problem of explaining "who Hisense is" to customers and consumers in unfamiliar countries.

Official data show that from 2016 to 2021, the global visibility of Hisense increased from 37 percent to 59 percent, and its overseas revenue increased from 19.6 billion yuan ($2.71 billion) to 72.5 billion yuan, with the proportion of overseas revenue rising from less than 20 percent to 41 percent.

The forward-looking use of high-end technology in these top competitions drives Hisense to invest heavily to promote technology upgrades and product iteration, so as to bring better spectator experience and enjoyment to users around the world, said Pang.

According to the latest data from Omdia, an authoritative global market statistics agency, Hisense TV ranked second globally in the second quarter of 2022 with a shipment share of 12.1 percent.