Chinese Companies Queuing to Sponsor FIFA World Cup 2018 in Russia

Published By : 20 Dec 2017 | Published By : QYRESEARCH

Improving financial might of Chinese companies and their desire to expand across the globe has now become apparent as the second leading dairy product producer in China, Mengniu Dairy Co., has become the fourth from the country to sponsor the biggest sporting event on Earth, the FIFA World Cup 2018. The event will be held in Russia but eyes of citizens of nearly every country will grace at some point of time, which makes it a perfect platform to find new consumers and investors.

The FIFA World Cup already has smartphone company Vivo, electronics product company Hisense Group Corp., conglomerate Dalian Wanda Group Co. as sponsors of the event, all hailing from China. China Mengniu Dairy Co. joins as a second-tier sponsor, gaining rights to seven minute of commercials during all off the 64 matches.

While on one hand this inflow of sponsors from China can be seen as a bid for FIFA to rejuvenate its image since the recent bribery scandal, on the other hand, experts also feel that this is a clear indication of China’s aspiration of hosting the even in very near future.

It must be noted that there has been a slow incoming of sponsors for FIFA for 2018 event than it has been for several previous campaigns. In 2015, FIFA was accused of taking a bribe of nearly US$200 million from sports marketing agencies to switch where the tournament will be held.  

As for Mengniu, the company CEO says that it’s a very important step in the direction of raising confidence regarding dairy products from China.

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