There’s a moment at every major football match. The stadium holds its breath, 80,000 people frozen in anticipation, and then…joy reverberating through concrete and steel, strangers embracing, scarves waving, voices cracking from the sheer force of celebration. It’s magnificent. It’s also, for an estimated 5% to 16.5% of the global population, frightening.
Football belongs to everyone, we say. Yet for millions of fans living with autism, PTSD, dementia, anxiety, and other sensory processing conditions, the stadium experience has remained firmly out of reach, a party they could hear from outside but never truly join. That changes this summer.
Hisense is collaborating with FIFA and KultureCity to create the first-ever Sensory Inclusive FIFA World Cup with a commitment to install dedicated sensory rooms across all 16 host stadiums in the United States, Canada, and Mexico for all 104 matches across 39 days of tournament football.
A World Cup That Sees Every Fan
Picture this: dimmed lighting that doesn’t assault the eyes, noise levels reduced to a gentle hum, comfortable seating that doesn’t demand constant adjustment, tactile resources for those who need something to ground themselves. And on the walls, Hisense displays showing calming visual content, not the frantic action of the pitch, but gentle imagery designed to help overwhelmed nervous systems find their equilibrium.
The rooms aren’t hidden away in some distant corner of the stadium, either. In eight of the 16 venues, fans will have access to sensory spaces both within the main stadium structure and in the Stadium Fan Experience area. Having a refuge available during every minute of every game may mean the difference between a family being able to attend their first World Cup together and staying home to watch on television yet again.
Through its partnership with KultureCity, Hisense will provide complimentary match tickets in each host city specifically for families with sensory needs who might otherwise be unable to attend. This means a child with autism who has dreamed of seeing Zidane play live. Someone managing PTSD who hasn’t felt safe in a crowd for years. A grandmother with early-stage dementia whose family feared the stimulation would be too overwhelming. The sensory rooms complement FIFA’s broader accessibility efforts, including sensory bags distributed throughout venues and staff specifically trained to support fans with diverse needs.
In addition, Hisense is marking the FIFA World Cup 2026 with the launch of its latest flagship products, including the UR9 and XR10 series. The UR9 delivers stunning picture quality with advanced RGB technology, offering deeper blacks, brighter highlights and a wider colour gamut that brings every match to life. Whether you are watching at home or in one of the official fan zones across the UAE, Hisense’s newest displays ensure you will not miss a single moment of the action.
Bringing the World Cup Home to the UAE
For fans in the UAE, Hisense is ensuring the tournament atmosphere reaches them through an extensive presence across official fan zones and premier viewing destinations throughout the Emirates.
Football enthusiasts can catch every match at the Official FIFA Fan Zones powered by Coca-Cola, where Hisense has established a strong presence at two flagship locations: JBR/BLA BLA and Reem Mall. These venues will serve as the heartbeat of World Cup fever in the region, offering fans the communal experience of watching matches alongside thousands of fellow supporters on premium Hisense displays.
The SLS Hotel Dubai is hosting daily watch parties throughout the tournament, combining luxury hospitality with the electric atmosphere of live football. Meanwhile, Dubai Mall offers multiple destinations for World Cup viewing, with Hisense present at Ming Dynasty, Tang Tang, and Xiao Long Kan, allowing fans to pair exceptional cuisine with exceptional football across these popular dining venues.
For an exclusive, private setting, District One Dubai Villa provides an intimate alternative where guests can experience the tournament in style, surrounded by Hisense’s cutting-edge home entertainment technology.
Whether you prefer the roar of a packed fan zone or the comfort of an upscale venue, Hisense has positioned itself at the centre of the UAE’s World Cup celebrations, ensuring that no matter where you choose to watch, you’ll experience every goal, every save, and every dramatic moment in stunning clarity.
