Chinese companies make their mark at 2026 FIFA World Cup

As the 2026 FIFA World Cup in the United States, Mexico and Canada came to a close, Chinese companies played an active role in the global football spectacle. From giant broadcast screens and smart match systems to a wide range of fan merchandise, Chinese manufacturing and brands were visible throughout the tournament.

At BC Place in Vancouver, Canada, a massive central LED screen stood out. Delivered by Shenzhen Absen Optoelectronic Co., Ltd., the display captured memorable moments from the World Cup matches hosted at the stadium.

Much of the tournament's turf came from Huai'an in east China's Jiangsu Province.

CCGrass, the world's largest artificial grass manufacturer and one of FIFA's global preferred suppliers, has spent more than two decades investing in R&D, driving innovation in grass fiber materials, formulations and manufacturing processes. The company has secured more than 80 authorized patents, with products sold in over 140 countries and regions.

More and more Chinese companies are competing globally through independent innovation and building advantages in specialized fields.

Photo shows a football jersey featuring Yi embroidery elements. (People's Daily Online/Cheng Hao)

After sponsoring the 2018 and 2022 World Cup tournaments, Hisense, one of China's leading appliance manufacturers, became a FIFA World Cup global sponsor for the third consecutive time in 2026 and the official video assistant referee (VAR) display technology partner.

Football AI Pro, jointly developed by Lenovo and FIFA, provided teams with more precise tactical analysis. The system integrates more than 2,000 data indicators and millions of data points, using multiple AI agents to generate tactical insights for coaches within seconds. Lenovo also provided AI technologies, edge computing devices and other infrastructure support for the tournament.

Industry analysts said Chinese companies are leveraging top sporting events to shift from product exports to brand exports, and from original equipment manufacturing to high-end original innovation.

"Sports events are a universal language that transcends cultural differences and offer unique advantages in boosting brand awareness and image," said Wang Yuxiong, a professor at the Central University of Finance and Economics.

Jordanian buyer Sabri has repeatedly visited Yiwu, east China's Zhejiang Province, to purchase national flags, team scarves, mascot figurines and other World Cup merchandise. In his view, Yiwu's broad product range and innovative designs allow it to meet overseas market demand with precision.

As early as 2025, Yiwu, known as the "world's supermarket," had already entered "World Cup mode." The city was estimated to account for around 70 percent of the global market share of World Cup merchandise.

"Since July last year, orders have increased by more than 20 percent compared with non-tournament periods. The World Cup has made this summer especially busy," said Chen Shaomei, founder of Minsa, a sports brand based in Yiwu.

As fans traveled between venues, many experienced the comfort and convenience of Chinese new energy vehicles. Chinese vehicle manufacturer Yutong provided multiple electric buses for public transport services in Mexico.

A total of 115 new light rail trains developed and manufactured by CRRC Zhuzhou Locomotive Co., Ltd. have been put into operation in Mexico City, Monterrey and Guadalajara, Mexico. The trains were customized to meet the needs of different cities. To handle increased passenger demand during the tournament, the company deployed experienced engineers in Mexico and set up 24-hour emergency response and technical support teams to ensure reliable operation.

China's intangible cultural heritage also made its mark at the World Cup. Yi embroidery from southwest China's Yunnan Province made its debut on the FIFA World Cup stage. Customized products, including embroidered caps, themed football jerseys and artistic scarves, were well received by fans.