As the countdown to the FIFA World Cup 2026 gets underway, global football fans are turning their attention to the matches that will unfold across the United States, Canada and Mexico. Beyond the pitch, Chinese companies are leveraging intellectual property to expand globally, playing an increasingly important role in areas ranging from broadcasting and transport support to brand sponsorships and licensed merchandise. Join us as we explore the Chinese innovators delivering key assists behind the scenes of the World Cup.
Smart display technology safeguards fair play
In football matches, a marginal offside decision can change the course of a match and keep millions of fans on the edge of their seats. Hisense, the official display technology partner for the video assistant referee (VAR) system at this year's World Cup, has developed its RGB-Mini LED TV to overcome longstanding industry challenges such as color distortion and uneven lighting. The technology delivers highly accurate color reproduction and preserves fine image details in fast-moving sports scenes. The display solution will be used in the tournament's VAR rooms and the International Broadcast Centre, providing technical support for accurate officiating and high-definition broadcasting.
In recent years, Hisense has combined strong technological innovation with intellectual property capabilities to bring a range of core technologies and products to major international sporting events. "Hisense remains committed to independent research and development. Supported by a comprehensive intellectual property creation and protection system, we have developed advanced technologies tailored to professional sports scenarios. We have also established standardized and systematic intellectual property management mechanisms by integrating technology development, patent mining, global portfolio deployment and risk management, demonstrating the strength of Chinese smart manufacturing through independent innovation and compliant international expansion," a company representative said. For this year's World Cup, Hisense has built a high-value patent pool around its core technologies to meet the demands of ultra-high-definition display, on-site picture optimization and smart viewing experiences, while pursuing global patent protection across key overseas markets, including Europe, North America, Japan, the Republic of Korea and Australia.
Green mobility fleet keeps the tournament moving
In Mexico City, a green fleet composed primarily of new-energy buses supplied by Yutong Bus Co., Ltd. will provide public transport services during the World Cup. Among the vehicles drawing particular attention are the company's 26-meter pure electric double-articulated buses, which have entered service in Mexico City. With a maximum capacity of 245 passengers—equivalent to the carrying capacity of three conventional buses—the 26-meter bus model is designed to help address the surge in transport demand during the tournament.
"To achieve our goal of zero safety incidents, zero breakdowns and zero service complaints, Yutong Bus began preparations six months before the tournament. We have assembled a dedicated international support team spanning different regions and specialties to provide comprehensive services before, during and after the tournament, including resource coordination, contingency planning and other key support tasks," said Zhang Xiang, Brand Manager for Latin America at Yutong Bus. The company currently has nearly 1,000 buses serving transport needs in World Cup host cities such as Mexico City and Guadalajara, according to Zhang.
Behind Yutong Bus's role in the World Cup lies years of investment in intellectual property development. "We have fully integrated intellectual property management into our entire business chain and established company-wide intellectual property objectives, transforming intellectual property from a specialized function into a shared responsibility across the organization," said Li Mei, Intellectual Property Engineer at Yutong Bus. By the end of 2025, Yutong Bus owned more than 2,700 valid patents and software copyrights worldwide. The company also built a diversified brand portfolio covering corporate, product, technology and service brands, and developed a global trademark protection system, with its trademark registrations spanning 182 countries and regions.
Chinese brands shine on the global stage
"Among the 16 global sponsors of this year's World Cup, four are Chinese companies, highlighting the growing international influence of Chinese brands," said Wang Yifei, Spokesperson for the China Council for the Promotion of International Trade, at the organization's regular press briefing in May 2026. Wang noted that Chinese companies and institutions have used Admission Temporaire/Temporary Admission (ATA) Carnets issued through China's national trade promotion system to facilitate customs clearance for 3,922 World Cup-related shipments, including photography equipment, broadcasting devices and fan festival materials. International sporting events are becoming important platforms for Chinese brands to expand their global visibility and deepen overseas market engagement.
One emerging Chinese brand partnering with the World Cup is Zhejiang Yinzuo Cases & Bags Co., Ltd. A visit to the company's online sales platforms shows a range of World Cup-themed products already available to consumers. Leveraging its established IP licensing and co-branding business model, the company has formed a strategic partnership with FIFA and has become the exclusive luggage licensing agent for the World Cup in China. The company plans to launch more than 30 World Cup-themed co-branded products.
POP MART has released a LABUBU World Cup collectible toy series jointly with FIFA, while All Star Partner has secured licensing rights across multiple product categories from several national football teams and co-developed a range of World Cup-themed products. Through sponsorships, licensing partnerships and creative collaborations, Chinese brands are showcasing cutting-edge technologies, innovative designs and high-quality products on the global stage of the World Cup.