Lenovo on Tuesday signed on to become FIFA’s official technology partner. The Chinese-based multinational computer company joined Visa, Coca-Cola, Hyundai-Kia, Qatar Airlines, Adidas and Aramco as global partners of the soccer organization, the highest level of sponsorship sold by FIFA, for the 2026 men’s and 2027 women’s World Cups.
Financial details of the deal were not disclosed.
In a press release, the company announced that it will provide devices and data infrastructure to FIFA that will enhance both the fan experience and broadcasts of the two events. Lenovo plans to make artificial intelligence (AI) a central component of its sponsorship.
“We’re excited that our cutting-edge technology and AI innovation will take center stage in the upcoming tournaments, demonstrating to the world the transformative power of smarter technology,” said Lenovo chairman and CEO Yuanqing Yang in a statement.
AI has been a broadcast buzzword for a few years, however there’s excitement about its possibilities ahead of the next World Cup. FIFA and Lenovo have had discussions about how to harness the historical match data that the soccer body has collected over the years for use by national teams and fans.
“Data and technology combined helps us to know fans better, and we will use it to create unparalleled and unforgettable fan experiences,” said FIFA president Gianni Infantino.
Lenovo is primarily known as a hardware company, and its products—notably the ThinkPad laptops and tablets and Motorola’s phones and servers—will be utilized throughout both tournaments.
Lenovo is one several blue-chip companies to align itself with FIFA in a new way. In mid-August, Bank of America was announced to be the global banking partner for the 2026 men’s World Cup.
On Sept. 12, Lay’s extended its ongoing partnership with FIFA into a global arrangement. The pact between the snack maker and FIFA began with regional sponsorship of the 2022 World Cup in Qatar and “tournament supporter” for the 2023 Women’s World Cup. Two weeks later, Verizon announced its deal with FIFA to be the official telecom partner for the 2026 men’s World Cup as well as the USWNT’s “tournament supporter” for the 2027 Women’s World Cup in Brazil.
After years of financial scandals and a previously frayed relationship between the U.S. and FIFA, the partnerships are signs of increasing trust and willingness of American brands to align themselves with the governing body. The men’s World Cup will be hosted by the U.S., Canada and Mexico, while the U.S. and Mexico will bid for the 2031 Women’s World Cup.
Last year, the first of the 2023-26 fiscal cycle, FIFA generated $1.17 billion in revenue. The largest portion–39%–was derived from commercial sponsorships, totaling $456 million. The deals included both the 2026 event and the 2023 Women’s World Cup that took place in Australia and New Zealand.
In addition to the FIFA sponsorship, Lenovo recently took over the naming rights of the home arena (formerly PNC Arena) for the NHL’s Carolina Hurricanes and NC State. The computer maker is also a partner with Formula 1 and is a co-sponsor of the Ducati Lenovo team in MotoGP.
