China plays the World Cup from off the field

While China's national football team will not be competing in the World Cup, Chinese companies are set to play a prominent role off the field. From merchandise manufactured in Yiwu to the VAR screens provided by Hisense and artificial intelligence tools from Lenovo, the Asian giant's participation highlights its growing influence in global sports.

The tournament showcases the evolution of China's industry, which is increasingly shifting from low-cost products to technology, licensing, and sophisticated global supply chains. Yiwu, a city in Zhejiang province renowned as a major global center for sporting goods and merchandise production, has seen substantial growth in exports. In 2025, exports of sports articles and equipment from Yiwu reached $1.62 billion, a 20.3% increase from the previous year.

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exporting products

Local manufacturers are no longer competing solely on price. Many companies are focusing on original designs, official licenses, and higher value-added products. Wu Xiaoming, president of the Yiwu Sports Goods Industry Association, noted a shift from "exporting products" to "exporting brands." This strategy aims to elevate Chinese brands on the international stage.

Chinese companies' involvement extends beyond merchandise. Hisense, a FIFA sponsor since 2017, supplies the video assistant referee (VAR) screens. Lenovo, designated an official technology partner in 2024, provides equipment, servers, and AI solutions to enhance tournament operations and fan experience. For these Chinese firms, the World Cup serves as a crucial global showcase, reflecting the increasing share of self-branded products in China's foreign trade.

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exporting brands