World Cup 2026: Chinese sponsors invest $1.4bn as Golden Boot race tightens
China is maintaining a high-profile presence at the 2026 World Cup despite not fielding a team. Companies such as Lenovo, Hisense and Mengniu are among three Chinese firms contributing roughly $1.4 billion in sponsorship, while manufacturers in Yiwu are exporting sports‑related goods worth billions of yuan. Lenovo provides AI analytics and avatar technology for match review, and Hisense supplies MiniLED TV panels for the VAR operation.
The tournament’s Golden Boot contest has become a three‑way battle. Lionel Messi (Argentina) leads with seven goals, Erling Haaland (Norway) has matched that total, and Kylian Mbappé (France) follows with six. Mikel Oyarzabal (Spain) and other contenders remain in the chase, while Cristiano Ronaldo (Portugal) has added three.
In the knockout stage, England defeated Mexico 3‑2 to reach the quarter‑finals. Midfielder Jordan Henderson suffered a serious injury while celebrating and required on‑field medical attention. A separate controversy emerged when a broadcast camera captured England coach Thomas Tuchel writing tactical notes during the match, prompting debate over media intrusion.