As football fever grips the globe once again with the Qatar World Cup, this quadrennial sporting spectacle has become not just a stage for athletes but also a battleground for brands vying for consumer attention. Chinese companies have emerged as the tournament's dominant sponsors, signaling shifting consumption trends and innovative marketing strategies.
Chinese Brands: From Sponsorship to Strategic Upgrade
According to data from British research firm GlobalData, Chinese enterprises have invested a record $1.395 billion in World Cup sponsorships, surpassing the $1.1 billion from American companies. Major Chinese brands like Wanda, Mengniu, Hisense, and Vivo have secured official sponsorship status, deeply integrating with tournament activities.
This substantial investment reflects both the financial strength of Chinese brands and their ambitions for global expansion. For domestic competitors, these pioneers demonstrate how to leverage international platforms to enhance brand influence—transforming sponsorship from mere exposure into strategic globalization initiatives.
Food & Beverage: Masters of Opportunistic Marketing
Despite pandemic-related attendance limitations, Chinese F&B brands have aggressively capitalized on World Cup marketing opportunities:
- Yili: Assembled an all-star roster including Argentina, Portugal, Spain and Germany national teams plus Cristiano Ronaldo and David Beckham. Launched limited-edition packaging, horizontal milk cartons featuring player images, and blind box sales with prediction games.
- Mengniu: As repeat sponsor, signed Lionel Messi and Kylian Mbappé. Released 12 historical World Cup packaging designs and nostalgic campaign "Only a Few World Cups in Youth." Activated "free milk giveaway" promotions for every goal scored.
- Tsingtao Brewery: Created immersive viewing experiences through football-themed products and nationwide watch parties at their branded bars.
- Panie Panie Foods: Partnered with Argentina's national team, developing special edition snacks including yerba mate-flavored products to bring Argentine tastes to Chinese fans.
Consumer Electronics: Capitalizing on "Viewing Gadgets" Demand
Tech brands have seized the opportunity to promote World Cup viewing solutions:
- Hisense: Continued its sports sponsorship strategy that boosted global brand awareness from 37% to 59%. Promoted laser TVs while organizing hotpot-and-football viewing events with Haidilao restaurants.
- TCL: Showcased new display technologies while replicating its team/player sponsorship approach from previous tournaments.
- Vivo: As FIFA's exclusive smartphone partner, launched the X Fold+ as official tournament phone alongside new X90 series devices.
Market data reveals surging demand for VR headsets, projectors and large-screen TVs as "must-have" viewing equipment, with Chinese-made projectors seeing 250% sales growth in Brazil since August.
Digital Platforms: Intensified Traffic Wars
Chinese streaming platforms have fiercely competed for World Cup viewership:
- Migu Video: Introduced metaverse features and celebrity music events to retain users after acquiring broadcast rights.
- Douyin (TikTok): Invested $100 million for streaming rights, assembling professional commentary teams while implementing accessibility features for hearing-impaired viewers.
- Xiaohongshu (Little Red Book): The female-dominated platform recruited football stars like Zidane and Mourinho while sponsoring national teams to attract male users.
Conclusion: Long-Term Strategy as Key Differentiator
While World Cup sponsorships deliver immediate exposure and sales boosts, Chinese brands must develop more sophisticated, long-term marketing approaches to match established global players like Coca-Cola and Adidas. Future success will require enhanced creativity, overseas capabilities, and comprehensive support systems to strengthen international influence.