THE BEAUTIFUL GAME, FOR EVERYONE: HOW TECHNOLOGY REWROTE THE RULES OF FOOTBALL FANDOM

By: Jason Ou, President at Hisense MEA

As the FIFA World Cup 2026 final approaches this week, we reflect on a tournament that transformed how millions experienced the sport, from living room stadiums to quiet spaces in packed arenas

As we count down the final hours before this week’s showpiece final, the FIFA World Cup 2026 has delivered 103 matches across 16 cities, and with it, a reimagining of what “experiencing football” means.  Hisense served as the official and exclusive Video Assistant Referee (VAR) Review TV Provider for the entire tournament across the United States, Canada, and Mexico. Every controversial offside call. Every penalty review that had fans screaming at their screens. Every red card confirmation that shifted the momentum of a knockout match. The technology referees used to make those match-defining decisions ran on Hisense RGB MiniLED displays. The Video Operation Room in Zurich was upgraded specifically with these screens because VAR officials needed “clear and authentic restoration of live match footage.”

And it delivered.

Two parallel revolutions unfolded across this tournament: one that transformed homes into legitimate viewing destinations, and another that finally opened stadium doors to millions who’d been locked out for decades.

Hisense made an argument before kickoff: the home viewing experience could, in some ways, surpass what you’d get at the stadium itself. If the technology was precise enough for officiating decisions scrutinized by billions and debated across social media within seconds, it was good enough for living rooms worldwide.

For those who invested in the L9Q TriChroma Laser TV, everyday living spaces became premium match-day destinations throughout the tournament. With ultra-large displays up to 200 inches, fans followed every run, pass, tackle, and goal with remarkable clarity.

The flagship UXS RGB MiniLED TV, powered by breakthrough RGB MiniLED technology that delivers exceptional color accuracy, brightness, and contrast, brought fans closer to every moment on the pitch and created a more immersive and lifelike viewing experience for sports, entertainment, and gaming.

The Party Everyone Could Finally Join

For millions of fans living with autism, PTSD, dementia, anxiety, and other sensory processing conditions, the stadium experience had remained firmly out of reach, a party they could hear from outside but never truly join. This tournament changed that.

At this year’s tournament, all 16 host stadiums featured dedicated sensory rooms, making this the first-ever Sensory Inclusive FIFA World Cup. Hisense collaborated with FIFA and KultureCity to install these spaces across every venue in the United States, Canada, and Mexico, and they were used.

As Hisense continues pushing boundaries, making every match feel bigger, every celebration more immersive, and every memory more unforgettable, one truth has emerged from this tournament: the hierarchy of World Cup viewing has been expanded, making room for everyone who loves the beautiful game.

This week, as billions watch the final from living rooms with 300-inch screens and fans with sensory needs take their seats in the stadium, football’s promise will be fulfilled. The beautiful game. Finally, for everyone.