Chinese brands make strides at the 2026 World Cup despite absence of national team

As the 2026 World Cup takes place from June 11 to July 19, Chinese companies are significantly influencing the event despite the absence of the Chinese national team. Through various sponsorships and technological partnerships, companies like Lenovo are providing cutting-edge tools for the tournament, including the Football AI Pro platform for coaching insights. Hisense has launched fan experiences in the U.S., showcasing its Video Assistant Referee technology. While China boasts the largest soccer fan base, the national team has not qualified for a World Cup since 2002, prompting ongoing discussions about the future of Chinese football development.

• 8:00 AMYahoo Sports — China missed the World Cup. Its brands didn't.