The
Brief

Hisense arrived at the FIFA World Cup 2026 ™ as an official partner of the biggest tournament in the sport’s history. But official status alone doesn’t guarantee attention.

Our challenge was to build an integrated PR, social, activation and content campaign that made Hisense impossible to ignore throughout the tournament, placing both TV and refrigeration products firmly in the football conversation rather than confining them to the tech pages.

The objectives were clear:

• Generate more than 120 media cuttings linking Hisense TV and refrigeration products to World Cup relevance
• Use the Leeds United partnership to build genuine football credibility in the UK
• Deliver two watch parties that put Hisense technology directly in fans’ hands and generated content at scale
• Work with players, influencers and experts so the brand showed up wherever fans were preparing for kick-off, in the living room and the kitchen

With late UK kick-off times, this was always going to be the most watched-at-home World Cup on record. Fans weren’t heading to the pub at midnight. They were bringing the pub home instead. That shift opened up a conversation no other brand was really having: the matchday setup. The screen, the sound, the fridge, the food. We called it getting Game Ready.

Game Ready positioned Hisense as the brand that turns a living room into a home stadium and a kitchen into a matchday kitchen. Every part of the campaign was built around one question: is your home ready for kick-off?

The
Solution

/ PR

/ Social Media

/ Content

/ Activation

Owned research with a football brain. We commissioned fan research into matchday rituals, plans and superstitions, giving the press office a steady stream of stories rooted in real fan behaviour rather than product specs.

A press office running at tournament pace. Trend-led comment, product reviews and reactive stories kept Hisense in the conversation throughout the tournament, including targeted pushes around home stadium advice and the World Cup TV sales surge.

1966 vs 2026. We placed fridge technology and fan food from England’s last World Cup win alongside a modern Hisense PureView setup, creating a story that travelled nationally and regionally and gave refrigeration a credible place in a football narrative.

The World Cup Midnight Menu. Working with MasterChef’s Matty Edgell, we created a menu designed for midnight kick-offs, bringing the tournament into the kitchen.

Two watch parties, two audiences. At Elland Road, England internationals Kalvin Phillips and Patrick Bamford hosted a sold-out fan watch party built around interactive games, RGB MiniLED TV technology and the new PureView Fridge. In London, we brought together a diverse group of creators at Coppermaker Square for a second, social-first watch party.

Player and creator content. Leeds United players and influencers delivered World Cup content and commentary across social throughout the tournament.

Broadcast at scale. Two radio and TV placement days, featuring our home expert Adam Fadlé and sports psychologist Roberto Forzoni, took Game Ready to national and regional audiences.