Hisense, a consumer electronics company, became the latest Chinese sponsor for FIFA World Cup after it inked a 15-month deal, the firm's British division announced on Thursday.
According to a report from the Associated Press, the agreement is "unusually short for a FIFA." The partnership only covers Hisense being a television sponsor for the 2018 World Cup in Russia as well as for the Confederations Cup which will happen later this year.
The firm is yet to disclose the financial details of the deal.
Back in 2016, Hisense has sponsored the European Championship held in France.
In a FIFA release, the association lauded the company's steady expansion during the past period.
"Over the years, Hisense has gained a lot of experience and seen strong brand growth through sports sponsorships," Hisense Group president Liu Hongxin stated.
Liu also remarked that the firm takes pride in being a Chinese sponsor for FIFA.
"We are honored to take on our biggest challenge yet . . . and we believe that the competition will vastly improve global awareness and economic value for Hisense as a truly international brand," the Hisense executive added.
Hisense's sponsorship comes amid a corruption scandal that FIFA faces. The group saw five of its major sponsors failing to renew their deal after the World Cup in 2014. The roster of firms that backed out from their partnership with FIFA includes electronics powerhouse Sony.
The Hisense agreement also serves as the first global sponsor of the association's flagship tournament, the World Cup.
With the deal, the consumer electronics firm now joins the likes of Budweiser and McDonald's in FIFA's second highest of three sponsorship levels.
In March last year, Wanda Group sealed a four-tournament deal until 2030, which covers $122 million worth of loss.
Meanwhile, e-commerce powerhouse Alibaba Group Holding Ltd was also reportedly in talks to become a top sponsor of the soccer body, according to a Bloomberg report published in May 2016.