Chinese Brands spend 835.000.000$ during World Cup 2018

With a total of $835 million spent in World Cup advertising, Chinese brands are here for a different trophy


“It all makes sense”, that’s what I imagine Chinese electronics manufacturer Hisense will say when asked for the reason of their $100 million advertising deal with FIFA. Together with six other Chinese companies: Dalian Wanda Group, Mengniu Dairy, Vivo Communication Technology, Yadea Technology Group, Zhidianyijing Virtual Reality Technology and Diking China, the total investment from the Chinese amounts to $835 million, more than twice of what US-based companies spent.

If you think about it, China is not a competitor when it comes to football. In the last four years, they failed to qualify for the world’s most prestigious football league. So why did Hisense and others did it? Because despite their failure to qualify for the tournament, Chinese fans continue to generate massive amounts of support and enthusiasm for watching the games. Last month, it was estimated that more than 100,000 Chinese fans will be watching the games live in the stadium, with more than 40,000 tickets sold to the Chinese weeks ahead of the event.

At home, research agency Nielsen predicted that 831 million Chinese fans will be watching the games. A supplemental survey also revealed that more than half the 15,330 respondents said they will buy World Cup merchandise. Clearly, there’s a huge benefit to the sponsoring Chinese brands in terms of its potential positive results locally.

Sports marketing has been playing a pivotal role in our brand's globalization while the World Cup is the crown jewel of the platform. It helps domestic companies to expand abroad.

Zhu Shuquin Managing Director Hisense

However, the big picture that these seven companies aim for is to increase Chinese brand appeal to customers abroad. With focused advertising on wildly popular global events such as the World Cup, they are given the chance to give the “Made in China” tag a much needed boost in order to compete with household brands like Apple.

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