【深圳商报讯】（记者 苑伟斌）9月5日，海信正式官宣成为2026世界杯全球官方赞助商，这是继2018 年俄罗斯世界杯、2022年卡塔尔世界杯之后，海信第三次赞助世界杯。这一周内，海尔欧洲宣布与英国 利物浦足球俱乐部、法国巴黎圣日耳曼足球俱乐部达成长期战略合作，成为这两支欧洲冠军足球队的全 球官方合作伙伴；美的集团（000333）宣布与巴塞罗那足球俱乐部达成长期合作协议，自2026/2027赛 季起，美的品牌logo将正式出现在巴萨球队正式比赛球衣及训练服的袖标位置，合作为期5年。 从TCL签约成为奥林匹克全球合作伙伴，到美的、海信、海尔等企业持续加码国际顶级赛事赞助，这一 趋势不仅反映了家电行业品牌高端化、国际化的发展需求，也凸显了体育营销在触达全球用户与拉动消 费增长的显著价值。 数据显示，2025年上半年美的集团海外营收达1072亿元，同比增长17.7%。其中，OBM（自有品牌）收 入达到智能家居业务海外收入的45%以上，业务范围覆盖全球超200个国家和地区。在制造布局上，新 增18个海外制造基地，全球制造基地总数达63个。 美的已先后签约2027年亚洲杯、2025年非洲杯、2025年中北美金杯赛等国家级 ...

Core Insights - TCL's air conditioner sales surged by 1781% in Northeast China due to unprecedented high temperatures, highlighting the urgent consumer demand for cooling solutions [2][7] - The company achieved a remarkable 15-fold increase in installation capacity within a week, demonstrating its commitment to enhancing customer service [6][9] Group 1: Sales Performance - TCL's air conditioner sales in Northeast China experienced a dramatic increase of 1781% compared to the previous year, driven by extreme heat conditions [2] - As of mid-July, TCL successfully delivered over 15,000 air conditioning units in the region, showcasing its operational efficiency [7] Group 2: Service Response - In response to the surge in demand, TCL mobilized a national service team of 650 engineers across 12 cities, forming a "cooling special forces" team to ensure timely installations [4][6] - The company enhanced its installation capabilities, achieving a daily service volume that set new records, while ensuring that engineers were equipped with protective gear for high-temperature conditions [6] Group 3: Brand Recognition - User satisfaction and positive feedback on social media have reinforced TCL's brand reputation, with terms like "TCL speed" and "TCL reliable service" becoming common phrases among consumers [7] - Industry experts noted that the ability to deliver effective service during extreme weather conditions is a crucial competitive advantage for the brand [7][9] Group 4: Future Commitment - TCL is committed to providing "warm" home appliance services that enhance the quality of life for users, with a focus on maintaining customer-centric operations [9]