Chinese brands bet on sponsorships at Qatar World Cup
At the World Cup in Qatar, “made in China” is having an increasing presence in the biggest football bonanza, with Chinese brands betting on sponsorship to enhance their international influence, according to Global Data, a consulting and analytics company headquartered in London, Beijing Business Today reported.
Wanda Group, Hisense Group, Vivo and dairy company Mengniu are four official Chinese sponsors of FIFA, while Wanda has become one of FIFA’s seven corporate partners, along with Coca-Cola, Adidas, Hyundai-Kia, Qatar Airways, Qatar Energy and VISA.
Data showed Chinese companies provided more sponsorship revenue than companies from any other country at the 2022 World Cup, with nearly $1.4 billion, exceeding the US, at $1.1 billion.
Apart from big companies, manufacturers from Yiwu, China’s small commodity hub, are also witnessing their growing influence during the world-renowned sports event. From footballs, national flags and trophy ornaments to horns and whistles, over 60 percent of souvenirs are being produced in Yiwu for this year’s World Cup.
“In terms of the global industrial supply chain, ‘made in Yiwu’ has already become a worldwide commercial symbol originating in China, which indicates ‘reliance’ and ‘trust'”, said Song Xiangqing, an economist and vice-president of the Commerce Economy Association of China.
Lusail, Qatar’s biggest stadium to hold the World Cup final, was built by China Railway Construction Corp International, at a cost of $770 million. CCTV News reported that Chinese companies, mainly from Guangdong and Zhejiang provinces, have also provided more than 10,000 container houses for the World Cup, used as accommodation for tourists and football fans.
“The World Cup sponsorship by a large number of Chinese companies is a demonstration of China’s economic power, and makes the globe feel the power of Chinese brands,” Song said.