Lenovo Joins FIFA As Official Tech Partner For ’26 Men’s, ’27 Women’s World Cups
Wednesday, October 16, 2024 at 01:47PM By Barry Janoff
October 16, 2024: FIFA has signed its second major partnership in as many months, unveiling a multi-year deal naming Lenovo as “official FIFA technology partner” in FIFA’s top tier sponsorship category .
The deal includes the FIFA World Cup 2026 hosted by the U.S. Canada, Mexico; and the FIFA Women’s World Cup 2027 in Brazil.
Financial terms of the partnership, the first between Lenovo and FIFA, were not released.
In September, calling it an alliance that would “make football truly global,” FIFA signed a deal naming Verizon as the “official telecommunication services sponsor" for the FIFA Men's World Cup 26 and a “tournament supporter in the U.S.” for the FIFA 2027 Women’s World Cup.
Lenovo said the two tournaments would “provide the perfect platform to further grow its global brand among fans of the world’s most popular sport and, more importantly, deliver integrated and innovative technologies that will make football more accessible and more engaging for all, growing the game around the world.”
“As one of the world’s leading technology companies, we’re delighted to partner with the world’s most global and popular sport,” Lenovo chairman and CEO Yuanqing Yang said via the company.
“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.”
FIFA said Lenovo’s products, services and solutions would be integrated into the 2026 and 2027 tournaments. “The technology will power improved fan experiences in stadiums and global broadcasts, power enhanced analytics, and democratize data across all global football-playing nations.”
Lenovo said that includes its “emerging suite of innovations that both leverage and power AI (Artificial Intelligence), iconic ThinkPad laptops, tablets, Motorola mobile phones and servers.”
“At 
FIFA, we are committed to growing the game globally and making football accessible for all — and we are excited to welcome Lenovo to our journey, and to work with them to implement technologies, innovations and programs that spread our sport,” FIFA president Gianni Infantino said via the organization.
“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.”
FIFA global partners include Adidas, Aramco, Coca-Cola, Hyundai-Kia, Lenovo, Qatar Airways, Verizon and Visa.
World Cup ’26 sponsors include Anheuser-Busch (Budweiser), Bank of America, PepsiCo’s Lay’s, McDonald’s, Mengniu, Dove Men+Care and Verizon.
FIFA Adds Verizon To Marketing Roster For ’26, ’27 World Cups
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