Chinese dairy giant becomes World Cup sponsor

Chinese dairy giant Mengniu Group has become an official sponsor of the 2018 FIFA World Cup, promising tournament-related benefits for its soccer-loving consumers as a result.

Mengniu will serve as the 32-team tournament’s official supplier of drinkable yoghurt and pre-packaged ice cream.

The group’s branding will appear on all key promotional platforms, such as FIFA’s digital channels, LED boards and match tickets, while its customers will have the chance to win World Cup-related experiences.

The company has also earned the right to broadcast a seven-minute commercial during each of the 64 matches at the finals, which kick off in Russia on June 18.

“Thanks to our sponsorship of the FIFA World Cup, we have an opportunity to reach an even bigger global market and, more importantly, to showcase the Chinese dairy industry to the whole world,” said Mengniu Group CEO Jeffrey Lu at the deal’s launch at the China National Convention Center in Beijing.

“This is not only a proud moment for Mengniu, but also for the Chinese dairy industry as a whole.”

Mengniu is the fourth Chinese backer of next year’s World Cup, joining property giant Dalian Wanda Group, consumer electronics manufacturer Hisense and smartphone maker Vivo.

“Mengniu is one of the biggest dairy producers in the world and is a strong brand in the Chinese market. Growing the game worldwide is one of our key priorities, and we now have another strong official sponsor in such an important region,” said Philippe Le Floc’h, FIFA’s chief commercial officer.

“Naturally, we will also benefit from the fact that Mengniu’s business appeals to children and youngsters, giving us the opportunity to engage with a new generation of football fans.”

Mengniu’s association with soccer doesn’t end with its World Cup deal.

The group also plans to work with domestic and foreign organizations to help with China’s soccer development plan, especially in underdeveloped areas.