Key facts
- Puma and Kelme, both Chinese-owned, will supply uniforms to 27% of the teams in the World Cup.
- Kelme is outfitting the Bosnia-Herzegovina national team.
- Portugal will wear uniforms with the Puma logo.
- Lenovo is providing technology for the World Cup's broadcast hub.
- Fifa anticipates $2.5 billion to $3 billion in sponsorship revenue for the 2026 event.
Chinese-owned sportswear brands Puma and Kelme are set to supply uniforms to 27% of the national teams participating in the 2026 World Cup, rivaling the market share of established giants Adidas and Nike. Kelme will outfit the Bosnia-Herzegovina team, while Portugal will wear Puma. This significant presence highlights the deep integration of Chinese companies into global commercial ecosystems, even amidst geopolitical tensions. Lenovo is also providing crucial technology for the event's broadcast operations. Fifa anticipates substantial sponsorship revenue from the tournament, underscoring its value as a platform for global brand visibility.