Hisense started its official activities in Türkiye with television and air conditioning product groups. In the first phase, the company aims to introduce large screen TV models and energy efficient smart air conditioner options to users in Türkiye. FIFA also announced on September 5, 2025 that Hisense is among the official sponsors of the FIFA World Cup 2026. This move shows that the brand wants to become a more visible player in both home entertainment and air conditioning in Türkiye.
Hisense associates its entry into the Turkish market with its global brand vision of “Innovations That Enlighten Life”. Hisense Eastern Europe Sales Director and Türkiye General Manager Boštjan Vodeb states that the brand aims to transform technology into solutions that make daily life easier. Vodeb, especially Global shipment leadership in the 254 cm and above television segment He says that they want to elevate the home cinema experience in Türkiye. On the air conditioning side, the company emphasizes silent operation and high energy saving.
The brand’s emphasis on big screen TVs is not a coincidence. Hisense stated in its statement based on Omdia data that in 2025 254 cm and above TV and announced that it has taken the global leadership in Laser TV shipments. The company also announced that it reached a 63.4 percent share in 254 cm TV shipment volume in the third quarter of 2024. These data suggest that Hisense will specifically target users looking for a large screen and living room type viewing experience in Türkiye.
FIFA World Cup 2026 sponsorship also coincides with this strategy. Hisense carried its cooperation with FIFA, which started in 2017, to the 2026 tournament after the 2018 Russia and 2022 Qatar tournaments. In its 2026 campaign, the company positions home entertainment and smart living products together with the football viewing experience. We can expect this connection to contribute to brand awareness in markets such as Türkiye, where the culture of watching football is strong.
New competition on the big screen TV and air conditioning side
Hisense’s initial focus on TV and air conditioning products in Türkiye shows that the brand entered the market cautiously but with a clear product strategy. On the TV side, brands such as Samsung, LG and TCL create a strong competitive environment. Counterpoint Research reports that Hisense increased its unit share in the premium TV market from 14 percent to 20 percent in the first quarter of 2025, and this table reveals that the brand has become more visible in the upper segment. On the air conditioner side, energy efficiency, quiet operation and smart control features directly affect the purchasing decisions of users in Türkiye.
Long story short, Hisense is entering Türkiye not only with a new brand identity, but also with two product categories in which it is strong on a global scale. Its foray into the big-screen TV space means more options for users looking to expand their home theater experience. Smart air conditioning products target users looking for efficient cooling in summer and supportive heating in winter. If the company achieves a strong line in terms of price, service network and product availability, it can become one of the brands that increase competition in Türkiye.