Chinese fans, tech make their mark at World Cup

Even without a home team to cheer for at the quadrennial soccer showpiece, China's presence at the 2026 FIFA World Cup is being felt both on and off the pitch, underlined by fervent fan following, tech and infrastructure support, and robust sponsorship investment.

From a guest appearance made by Pop Mart's toy character Labubu and the unbridled enthusiasm of Chinese spectators at the stands to the tech support for referees provided by Chinese companies, the nation's footprint was all over the Estadio Azteca in Mexico City on Thursday, when FIFA's marquee tournament kicked off its 48-team expanded edition with a thrilling curtain-raiser in front of the world.

Buoyed by the festive opening ceremony, which saw two life-size Labubu dolls dancing on the sidelines, host team Mexico rewarded its cheering home crowd with a 2-0 win over South Africa in the Group A opener. It was the first of the record 104 matches scheduled through July 19 in this year's World Cup, which is being co-hosted by the United States, Canada and Mexico.

Among the rapturous crowd at the packed Azteca stadium was a group of Chinese fans who have joined the global soccer carnival despite the absence of their home squad, long traveling times between venues and skyrocketing costs of tickets and accommodations.

"Team China didn't make it, but we're all here," He Sheng, a die-hard soccer fan from Sichuan province, said in a video he posted on social media platform Weibo, which shows him cheering with other compatriots outside the stadium before the match.

"Everyone's there, but Team China," the pretournament punch line delivered by China Central Television anchor Bai Yansong, before the 2018 edition of the World Cup held in Russia, remains a bitter, yet fitting summary of China's continued involvement in the FIFA showpiece.

This is the sixth straight time that China's national team has failed to make it to the tournament, following a disappointing Asian qualifying campaign, since its sole appearance in 2002.

Chinese fans, however, remain committed to their passion for soccer, even if that means spending a fortune on live experience at the most expensive FIFA World Cup in history.

The most expensive ticket for the 2022 edition in Qatar cost around $1,600 at face value, while this year a premier ticket for the final match is priced at an astronomical $32,970.

After missing out on their chances during FIFA's official ticket lottery in January, Gu Xin and his wife, a soccer-loving couple from Shanghai, each had to spend $1,700 — more than twice the original face value of $700 — to secure tickets on a resale platform for a group match between Argentina and Austria scheduled in Dallas, Texas, on June 22.

"We hesitated for a while due to the super expensive ticket price, but decided to give it a go anyway. You cannot miss (Lionel) Messi's World Cup finale," Gu said.

Chinese enterprises are matching the enthusiasm of fans with their high visibility. Tech giant Lenovo, dairy brand Mengniu and home appliances manufacturer Hisense have secured official sponsorship roles at different tiers in FIFA's commercial system, with a reported total investment of over $500 million.

Instead of buying exposure for their brands, Chinese sponsors have grown more active on demonstrating their latest technology and services through operational participation in the tournament, experts said.

"Chinese enterprises are no longer merely purchasing ads. They are leveraging the tournament's global appeal to promote technological strength and brand value. This is a pivotal shift from passive brand promotion to active industrial empowerment," Jiang Xiaojuan, a professor at the University of Chinese Academy of Social Sciences, said during a World Cup marketing event hosted by Lenovo in Beijing on Thursday.

The new match replay footage from the referee's view on the pitch, provided by an artificial intelligence-powered Lenovo device, was among the broadcasting highlights of the opening match. It offered viewers a more immersive way to experience the game.

The latest display technology from Hisense, as partner of the tournament's Video Assistant Referee, enables the officiating system to accurately reproduce details of a match and make precise calls.

"There is so much potential to be unlocked across China, and they have such an important role to play within the region and as a FIFA member," said Mattias Grafstrom, secretary-general of FIFA, during a visit to Beijing last month.