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The 2026 World Cup held in the United States, Canada, and Mexico saw a prominent presence of Chinese companies that went beyond traditional sponsorship roles, extending into technology, infrastructure, culture, and consumer products. Four Chinese companies, including Hisense, Lenovo, and Mungyo, occupy key positions among the global sponsors, providing AI-based solutions to enhance refereeing and broadcasting. They also contributed to supporting the stadium transportation infrastructure by introducing light rail systems manufactured by China Railway Rolling Stock Corporation (CRRC). Their efforts have supported the development of cultural and design products, with the cultural brand La BoPo making a personal presence at the celebrations, despite the Chinese national team not competing. This expansion reflects a significant escalation of China's involvement outside direct sports participation, focusing on innovation and technology to serve major global events.
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