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13 April


Chinese company Mengniu can be a sponsor of World Cup 2022

It was also sponsor of the last championship in Russia

Photo: Reuters

/NOVOSTIVL/ China’s second biggest dairy producer said it is in talks with football’s governing body about sponsoring the World Cup in Qatar in 2022 as it strives to boost its brand and gain the edge over rivals. This article appeared in the South China Morning Post.

China Mengniu Dairy was an official sponsor of last year’s World Cup competition in Russia, investing 1 billion yuan (US$149 million), a move that greatly increased brand recognition and revenue, according to chief executive Lu Minfang.

“Sports have always been our interest and we will continue with that. We are in talks with Fifa to sponsor the next World Cup,” said Lu after announcing the company’s financial results in Hong Kong on Thursday.

The World Cup sponsorship helped Mengniu generate revenue of 68.98 billion yuan in 2018, up 14.7 per cent from the previous year.

It enjoyed the exclusive rights to sell yoghurt drinks and ice cream in the stadiums, and created several special-edition products, including football-shaped ice creams. Fronting its World Cup advertising campaign was none other than Lionel Messi, arguably the world’s greatest player.