Hisense ties FIFA Museum exhibition to Terry Crews campaign push ahead of 2026

Hisense is using its FIFA World Cup 2026 sponsorship to blend product marketing with live fan engagement, signing on as a supporting partner of a FIFA Museum exhibition in Vancouver while rolling out a new US brand platform fronted by Terry Crews.The consumer electronics group is positioning the approach as a way to link its role in officiating technology to mainstream retail demand for large-screen TVs and connected home products during the tournament build-up.Puneet Jain, senior director of marketing and ecommerce at Hisense Canada, said the World Cup creates a rare moment to put matchday technology in front of mass audiences beyond the stadium.“From the pitch to the screen, technology has transformed how fans engage with soccer – and how officials call the game.“Technology has an increasingly important role in how the game is played and officiated. We’re looking forward to showcasing the Soccer and Technology exhibition and bringing these advancements directly to soccer fans during the World Cup.”Hisense is backing Soccer and Technology from the FIFA Museum at Science World in Vancouver, which opens May 15 and runs until September 7 as a North American premiere, with the exhibit structured around areas including broadcasting, data, refereeing and event staging.The exhibition partnership is designed to reinforce Hisense’s claims around display performance, with the company highlighting its RGB MiniLED technology and a 100-inch UX Series set as part of the showcase.Hisense has also leaned into its tournament role as the exclusive Video Assistant Referee review TV provider, using the exhibition tie-in to connect officiating-grade display standards with a consumer-facing product story.In the United States, Hisense has launched Out Host with Hisense, a World Cup-led campaign that treats the living room as a primary matchday venue and targets the host as the decision-maker for the viewing experience.The platform debuted at an invite-only House of Color event in New York City and is built around product bundling across TVs and home appliances to sell an end-to-end entertaining set-up.Sarah Larsen, chief marketing officer at Hisense USA, said the campaign is designed to be “insights-based” and “social-first”, with Hisense citing internal research that 56% of Americans host at least once a month and that 85% view the TV as the focal point of the home.Terry Crews is positioned as the campaign’s “Ultimate Host”, appearing in a 60-second spot that plays multiple roles to underline the brand’s message that small details can shape group viewing occasions.“I take hosting seriously because I want to make sure everyone enjoys themselves,” Crews said. “I’ve got food cooking, music on, the game up on the big screen.”“And when everything around you just works, you can focus on bringing the energy and making it a wonderful time people remember. That’s what I love about Hisense, they’re thinking about the whole experience, and what people need to turn the ordinary into the extraordinary.”Taken together, the museum partnership and hosting campaign show Hisense trying to convert World Cup attention into both credibility and commerce, using technology positioning, experiential reach and social-first creative to compete for share in the premium big-screen upgrade cycle.