China’s influence at the 2026 FIFA World Cup is increasingly evident, despite the absence of its national team from the tournament. As the expanded 48-team competition unfolds across the United States, Canada, and Mexico, the country’s footprint is visible through devoted fan support, technological contributions, and substantial corporate sponsorship.
The tournament began on June 13 at Mexico City’s Estadio Azteca with a 2-0 victory for host nation Mexico over South Africa. Among the packed crowd were groups of Chinese fans who traveled despite the team’s failure to qualify for the sixth consecutive World Cup since its sole appearance in 2002. This marks a continuation of China’s struggle in Asian qualification rounds but has not dampened the enthusiasm of its supporters. Fans like He Sheng from Sichuan province shared their excitement on social media, emphasizing their commitment to being part of the global event even without a home team to rally behind.
The World Cup’s escalating costs have not deterred Chinese spectators from attending. Tickets are among the most expensive in the event’s history, with the highest-priced final ticket reaching nearly $33,000. For many, securing seats has involved paying well above face value on secondary markets. Shanghai residents Gu Xin and his wife purchased resold tickets for $1,700 each to watch a group match between Argentina and Austria in Dallas, highlighting the premium fans are willing to pay, particularly for the opportunity to see iconic players such as Lionel Messi.
Chinese companies are also playing a prominent role in supporting the World Cup through sponsorships and technological innovations. Brands including Lenovo, Mengniu, and Hisense have invested more than $500 million to establish official partnerships with FIFA, spanning different commercial tiers. Their involvement goes beyond traditional advertising, focusing on integrating cutting-edge technology to enhance the tournament experience.
One example is Lenovo’s AI-powered device that provided referees with new match replay footage from a referee’s perspective, offering audiences a more immersive viewing experience. Hisense’s advanced display technology supports the Video Assistant Referee (VAR) system, improving accuracy and detail in officiating decisions. According to Jiang Xiaoduan, a professor at the University of Chinese Academy of Social Sciences, Chinese companies are transitioning from passive brand promotion to actively contributing to the industrial and technological aspects of the tournament.
FIFA’s Secretary-General Mattias Grafstrom praised China’s growing role within the regional and global football landscape during a visit to Beijing in May, highlighting the nation’s potential as a key player in the sport’s development.
While the Chinese national team continues to chase qualification success, the persistent presence of its fans and corporations at the World Cup underscores the country’s expanding engagement with global football, both on and off the field.