- Smart eyewear enters FIFA broadcast system for first time
- Deal signals broader push to bring AI hardware into mainstream viewing
Hangzhou-based augmented reality startup Rokid (灵伴科技) has secured an exclusive partnership with state broadcaster China Central Television for the 2026 FIFA World Cup, marking the first time AI glasses will be integrated into the broadcast system of a global sporting event.
Under the agreement, Rokid will become an official broadcast partner for CCTV’s coverage of the 2026 World Cup, which runs from June 11 to July 19 across the US, Canada and Mexico.
The partnership represents the first large-scale appearance of AI glasses in World Cup broadcasting and the first time an AI wearable terminal has received system-level exposure during one of the world’s biggest sporting events.
Neither Rokid nor CCTV disclosed financial terms of the partnership.
Global sports sponsorships have traditionally been dominated by automakers and consumer brands. CCTV’s decision to bring AI glasses into its World Cup coverage signals growing interest in next-generation computing devices beyond smartphones and televisions, Chinese media reported.
Rokid’s current flagship AI glasses mainly use monochrome green displays rather than full-color video output. Industry observers thus expect the devices to provide real-time match updates, statistics and interactive functions through voice and text overlays instead of direct live-stream viewing.
Beyond tech demos
The cooperation could help move AI glasses beyond early-stage technology demonstrations into broader commercial use cases tied to large-scale live events.
Founded in 2014, Rokid is headquartered in Hangzhou and focuses on AI-powered smart eyewear and augmented reality devices.
According to retail tracking data from All View Cloud, a market research firm focused on home appliances and consumer electronics, Rokid held a 21.22% share of China’s smart-glasses retail market in the first quarter.
The company also ranked first globally and in China in the display-enabled smart glasses category.
Investor interest in the sector has accelerated alongside the growth of AI hardware. Over the past five months, seven listed companies in mainland China and Hong Kong have invested in Rokid, spanning manufacturing, chips, optics, AI algorithms, communications and battery technologies, public records show.
