Hisense Japan expands sports sponsorship with B‑League partnership and BayStars fan contest

Hisense Japan, the Japanese arm of the Chinese electronics group, announced a multi‑year partnership as an official sponsor of Japan's B‑League basketball competition for the 2026‑27 season. The deal was confirmed at a press conference on 8 July 2026 in Tokyo, where CEO Zhang Kifeng said the partnership aims to fuse sports and the company’s brand, boost visibility, and upgrade arena experiences. As part of the agreement, Hisense will replace the LED video panels in 26 B‑League venues with its own displays.

In parallel, Hisense continues its involvement with the Yokohama DeNA BayStars baseball team through the online series “Hisense Presents Yokohama DeNA BayStars Here’s the Story 2026”. The series featured a one‑minute “Q‑and‑A challenge” in which player Tokitoki Takahiro answered 23 questions, winning a 100‑inch U8 television. The prize was presented by Hisense Japan’s marketing director Kotaro Iekura. Both initiatives highlight the company’s strategy to promote its products through high‑profile sports sponsorships in Japan.