As the 2026 FIFA World Cup advances into the knockout stage, China’s engagement with the tournament is growing despite its men’s national soccer team failing to qualify for the sixth consecutive time. Chinese fans, corporations, officials, and infrastructure projects have all contributed to the country’s notable presence across the United States, Canada, and Mexico, the event’s three host nations.

Chinese supporters have traveled considerable distances, enduring high costs for tickets and accommodations to attend key matches. Many have shared their experiences on popular Chinese social media platforms, capturing moments such as joining stadium waves, watching star players in action, and participating in fan festivities. He Sheng, a soccer enthusiast and social media influencer from Sichuan province, emphasized that the World Cup belongs to fans worldwide, not solely those supporting participating teams.

However, gaining entry has proven expensive. A couple from Shanghai, Gu Xin and his wife, paid approximately $1,700 each for tickets to Argentina’s match against Austria in Dallas after failing to secure seats through FIFA’s official lottery. Their investment was rewarded as Lionel Messi made history during that game, scoring twice to become the tournament’s all-time leading scorer.

Chinese businesses are also playing a substantial role. Lenovo, Mengniu, and Hisense are official FIFA sponsors, collectively investing over $500 million into the event. Lenovo has supported broadcast innovations by providing AI-powered referee camera footage for enhanced viewer experience, while Hisense supplies ultra-high-definition displays used during VAR decisions. Mengniu, a longstanding sponsor, facilitated cultural exchange by sending six Chinese teenagers to serve as flagbearers at the World Cup’s opening match.

China’s contribution extends beyond fandom and sponsorship. The China Railway Construction Engineering Group was instrumental in the structural renovation of Mexico City’s Azteca Stadium, enhancing the venue’s roof and overall integrity ahead of the tournament. The stadium, a historic World Cup site, has been a stronghold for the host nation Mexico during the competition.

Back in China, merchandise exports from manufacturing hubs like Yiwu have surged. During the first two months of the year, more than $550 million worth of World Cup-related fan items—including jerseys, replicas of the trophy, and themed accessories—were shipped to the tournament’s host countries.

On the field, China is represented by officials rather than players. Referee Ma Ning, assisted by Zhou Fei and VAR official Fu Ming, became the first all-Chinese officiating team at a World Cup match when they oversaw the Group E contest between Ecuador and Curacao on June 20 at Kansas City Stadium. Ma also served as fourth official in a Group I game between Norway and France on June 26. This marks the most significant Chinese referee presence at the global event in over 20 years. Ma, 47, expressed a personal determination to demonstrate the quality of Chinese officials after initially being told he was too old to participate at this level.

Despite the national team’s absence, China’s multifaceted involvement highlights the country’s growing role in the sport’s global landscape. FIFA Secretary-General Mattias Grafstrom, speaking during a visit to Beijing in May, acknowledged China’s untapped potential and its important position within both the region and the international soccer community. The spotlight now turns to China’s team to complete the nation’s full circle of World Cup participation in future tournaments.