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Hisense renews FIFA World Cup tie-up, flaunts RGB-MiniLED might at IFA 2025
BERLIN: Hisense, the Chinese consumer electronics and appliances giant, has confirmed it will continue as an official sponsor of the FIFA World Cup, extending a partnership first struck in 2018. The announcement came at IFA 2025 in Berlin, where the company also unveiled a raft of television and smart-home innovations designed to cement its position as a leader in next-generation display technology.
For Hisense, football has become a stage for technology theatre. It began with logo visibility at Russia 2018, grew into content collaboration on FIFA+ in 2022, stretched to technology integration in VAR systems at the FIFA Club World Cup earlier this year, and will now culminate in sponsorship of the 2026 World Cup, the first to feature 48 teams across three host nations. Each milestone, the firm insists, has tightened its grip on global brand recognition.
Hisense Group vice-president Catherine Fang said the strategy was rooted in four principles: being technology driven, user oriented, culturally grounded and smart-service focused. “Every unforgettable moment starts with the right experience,” she told the Berlin audience. “Our role is to help fans own that moment.”
At the heart of Hisense’s display push is RGB-MiniLed — a technology it claims to have invented and now positioned as a rival to OLED. The firm has already paraded the world’s largest RGB-MiniLED set, a 116-inch television, and at IFA it showed refinements that deliver purer colours, sharper contrast and brightness levels beyond those of QD-Oled. The screens, it boasts, can achieve 100 per cent of the BT.2020 colour gamut, promising images that replicate reality.
FIFA is sold on the promise. Romy Gai, the governing body’s chief business officer, called Hisense’s technology a way to bring “billions of fans” closer to the World Cup in 2026. For Hisense, the ambition is bolder still: to transform living rooms into front-row seats, ensuring households in Lagos, Lahore and London feel the same drama as fans in Los Angeles or Mexico City.
IFA 2025 itself has become a proving ground. Under the banner “Own the Moment”, Hisense is staging a media showcase at City Cube Berlin and a larger product exhibition at Hall 23a, with television walls, AI-driven appliances and connected living systems all on display. The message is simple: Hisense wants to set the benchmark not just for picture quality but for how households interact with technology.
Founded in 1969 in Qingdao, Hisense now operates in more than 160 countries and, according to Omdia, leads the world in sales of 100-inch and larger televisions in the first half of 2025. Its continued sponsorship of the World Cup suggests that, in the battle for consumer attention, football remains the ultimate shop window. For Hisense, the combination of sports spectacle and cutting-edge screens is designed to make sure that when fans cheer, they do so in front of a Hisense.
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Bosch and Tata AutoComp to form JV for e-mobility in India
Equal stake venture to build electric drive systems and motors
BENGALURU: Bosch Limited and Tata AutoComp Systems are joining forces to tap into India’s fast-evolving electric mobility story, announcing plans for a 50:50 joint venture focused on key vehicle electrification technologies.
The proposed venture, expected to begin operations by mid-2026 subject to regulatory approvals, will focus on engineering, manufacturing and sales of eAxle systems and electric motors. Headquartered in Pune, it aims to bring global technology closer to the local market at a time when India’s automotive sector is shifting gears towards electrification.
For Bosch Group India president and Bosch Limited managing director Guruprasad Mudlapur, the direction is clear. He noted that battery electric technology is central to reducing emissions across passenger vehicles and select commercial segments, adding that the partnership is designed to accelerate adoption through advanced and efficient solutions.
The collaboration reflects a broader shift in the mobility landscape, where global expertise is increasingly being localised. Bosch Limited joint managing director and Mobility Solutions India president Sandeep Nelamangala, pointed out that customers are seeking cutting-edge global technologies tailored for India, a demand this venture aims to meet.
From Tata AutoComp’s perspective, the partnership brings complementary strengths to the table. Tata AutoComp vice chairman Arvind Goel, highlighted that India’s mobility ecosystem is being reshaped by electrification, localisation and the need for scalable solutions, making such collaborations increasingly vital.
Bosch’s global commitment to e-mobility is already significant, with investments exceeding six billion euros. Robert Bosch GmbH executive vice president, manufacturing and quality, electrified motion Karsten Müller, said the venture will help bring these technologies to India while strengthening the company’s regional presence.
With India now the world’s third-largest automotive market, the timing of the partnership is notable. As the country accelerates towards cleaner mobility, this joint venture positions both companies to ride the electric wave, combining engineering muscle with market ambition.
