Lenovo Launches Japan-Exclusive Campaign 'Technology Changes the Game' for FIFA World Cup 2026™

Lenovo Japan Ltd. is launching a Japan-exclusive brand campaign, 'Technology Changes the Game,' in anticipation of the FIFA World Cup 2026™. Through multifaceted initiatives including TV commercials, experiential OOH, and public viewings, the campaign aims to showcase the new football experiences enabled by technology to Japanese fans. As the official FIFA technology partner for the FIFA World Cup 2026™ and FIFA Women’s World Cup 2027™, Lenovo provides cutting-edge technology solutions that support the largest-scale tournament operations in history. From digital avatars and referee views to intelligent command centers, Lenovo’s devices, services, and solutions enhance decision-making and efficiency while significantly elevating the fan experience. Under the vision of 'Smarter AI for All,' the campaign highlights the potential of technology to support football competition, operations, and viewing. The advertising strategy includes a collaboration with the iconic football manga 'Captain Tsubasa,' which has influenced fans worldwide since 1981. Furthermore, a tie-up with Takanori Iwata (GAN), a member of Sandaime J SOUL BROTHERS and a prominent artist/actor, has been confirmed. His campaign song will build anticipation for the tournament through the power of music. Additionally, experiential OOH will be deployed in the Shibuya area, and a public viewing event is scheduled for June 21st at Shibuya Hikarie.