Behind CCTV's acquisition of World Cup broadcasting rights: Chinese sponsors play a key role in promoting win-win cooperation among multiple parties.

According to reporters, a senior executive of Lenovo, the official technology partner of FIFA, played a certain role in the negotiations between CCTV and FIFA. After the negotiations reached a deadlock, this Lenovo executive acted as a mediator to facilitate communication. After the two parties signed the cooperation agreement, FIFA Secretary-General Matthias Grafstrm gave an interview to the media, praising CCTV as a perfect partner. He also specifically thanked the senior executive from Lenovo.