Q& A with F IF A’ s Fat ma Sam our a and vivo’s Ni Xudong
What are your views on the new World Cup partnership between FIFA and vivo? And how do you envisage potential future cooperation with Chinese brands?
We see that soccer and technology are coming together, on the pitch and off it. It’s natural for the FIFA World Cup, the world’s biggest sports event, to partner with a leading company in China’s smartphone industry and also in the technology industry. Together, depending on the efforts we deploy from our side and from vivo’s side, it represents a tremendous push for the development of soccer worldwide.
With regard to the future, I can only think it will be positive. It’s already my second business trip to China in less than two months. I’ve witnessed the rapid development of the game there and the passion of Chinese businessmen for soccer. It can only benefit Asia a whole. Asia will have eight, possibly nine, teams playing at World Cup 2026. Is the increase in teams because FIFA wants China involved?
It also reflects the globalized aspect of soccer. China and other Asian countries are doing a good job with promoting soccer in general. That’s why we decided to expand the World Cup. And what do you think about the future of Chinese soccer?
The Chinese government is investing a huge amount in the game’s development, with a master plan focusing on developing infrastructure. I know also that the Chinese Football Association is taking your President’s plan very seriously. With the partnership we already have seen in Europe and the development of the game in Asia, the future is bright for Chinese soccer. What are your thoughts on the partnership between FIFA and vivo?
I think it will bring the World Cup closer to Chinese soccer fans. Vivo is the fourth Chinese brand to have sponsored the tournament. As Chinese companies grow, we need premier events like the World Cup to showcase our strength and project our voice. The cooperation will also help FIFA build a closer link with China. So, it is a cooperation of strategic importance both for FIFA and vivo. As a soccer fan, what hopes do you have for the vivo-FIFA partnership increasing China’s qualification chances?
We can see that Chinese soccer is making efforts in Asia and the world. It has huge potential to improve. Vivo hopes to play a role in developing youth soccer and fostering a sound soccer culture in China. We would like to cooperate with more official organizations and contribute our strength to the country’s soccer development. We also hope to see World Cup come to China. It would surely make you proud to see vivo’s billboard appear at a World Cup staged in China.
Yes, it would. In recent years, vivo has been committed to tapping resources in the sports field, including its sponsorship of the Indian Premier League and NBA as well as with Golden State Warriors superstar Stephen Curry. Why are you focusing so heavily on sport?
Through our commitment to sports marketing, we want to spread the value of vivo as a youthful and innovative brand and provide better products and services to our customers, giving them better experience of technology and life. It also builds our brand’s reputation globally.