Summary of Key Points
During the 2026 FIFA World Cup in the United States, Canada, and Mexico, Chinese companies' sports marketing strategies exhibited three significant changes:
1. There was a shift from simply spending large amounts of money to obtain official FIFA sponsorships to more targeted partnerships with national team IPs (the number of Chinese brands sponsoring FIFA decreased from 6 in 2022 to 3, while the number of sponsors for the Argentine and Spanish teams doubled).
2. The approach to marketing evolved from traditional mass advertising to a combination of brand effectiveness and consumer engagement (such as co-branded products, in-store interactions, and social media campaigns).
3. When betting on teams, companies focused more on balancing risks by sponsoring multiple teams (for example, TCL sponsored both Argentina and Spain). However, the industry still faced issues such as insufficient activation of brand rights and homogeneous content.
1. Choosing Teams to Sponsor: Luck Requires Insight, Risk Requires Strategic Planning
Choosing which team to sponsor involves both making a successful bet and mitigating potential losses:
- Moses: After failing with its sponsorship of the Belgian team in 2022 (which didn’t make the round of 16), Moses targeted the Argentine team this time, leveraging the “defending champion” theme. They also introduced AI mattresses at the Argentine team’s hotel and offered door guard stickers as interactive promotions, both tapping into the excitement of the World Cup and promoting their products.
- Hudie: While changing their marketing strategy, they retained the same approach. In 2018, sponsoring the French team resulted in a huge return (a refund of 80 million yuan despite selling 1 billion yuan in products); failing with the Portuguese team in 2022, they chose the Spanish team this time, focusing on their young and pragmatic playing style. Their promotion strategy included giving away traditional Chinese porcelain as a prize for winning matches, reducing costs while creating novelty.
- TCL: By sponsoring multiple teams like Argentina, Spain, and Germany, TCL mitigated risks. For instance, if one team was eliminated, another could compensate. For example, when they sponsored the Spanish team in 2023 and the team won the European Championship, and then signed with Argentina in 2025, both teams reached the finals, helping increase TCL’s market share in Argentina from 16.4% to 19.6%.
2. The Shift in Sponsorship Focus: National Teams Are More Cost-Effective
Why do Chinese companies prefer sponsoring national teams over FIFA?
- FIFA sponsorships are becoming more expensive with limited returns: In 2018, 7 Chinese brands sponsored FIFA; by 2022, only 6 remained, and in 2026, only Lenovo, Mengniu, and Hisense were left. While FIFA sponsorships reach a wide audience, they are less cost-effective due to the lack of precision.
- National team IPs are more targeted and affordable: The number of Chinese sponsors for the Argentine team increased from 8 in 2022 to 15, and for the Spanish team from 2 to 4. Sponsoring national teams allows companies to reach specific audiences (e.g., dairy products with Yili and liquor with Guojiao 1573) and connect with young fans through popular players like Aymar.
3. Upgraded Marketing Strategies: From Passive Advertising to Active Engagement
Sponsorship of the World Cup is no longer just about displaying logos; it’s about engaging consumers:
- Coffee Industry: Brands like Kudi partnered with the Argentine team, launching limited-edition drinks and fridge stickers with the “Pampas Blue” theme, and transformed stores into viewing areas with offers like “free drinks for goals”. Luckin partnered with the Spanish team, using a humorous social media campaign that resonated with young fans.
- Home Appliance Industry: Companies like Hisense provided VAR technology for the World Cup, and their TVs and fridges appeared on CCTV’s coverage; TCL used the finals to promote their products, turning the event into a “TCL Derby”.
- Combining Brand Effectiveness with Sales: The focus is no longer just on visibility but on converting traffic into sales through co-branded products and events. For example, Kudi’s licensed products and drinks directly boosted store sales.
4. Differentiated Competition Within the Same Industry
Brands in the same industry compete by targeting different teams:
- Coffee: Kudi (sponsoring Argentina) vs. Luckin (sponsoring Spain): Fans buy coffee from the brand they support, creating a consumer alignment with their favorite team.
- Television: Hisense (FIFA official sponsor) vs. TCL (national team sponsor): Each company promoted their TVs using their sponsorship status.
- Dairy: Mengniu (FIFA sponsor and Messi partner) vs. Yili (sponsoring multiple national teams): Mengniu sponsored FIFA, while Yili sponsored several national teams and collaborated with Migu for a differentiated approach.
5. Industry Challenges: Not All Sponsorships Generate Revenue
Despite the improved strategies, many brands still struggle:
- Insufficient Brand Activation: Some brands sign contracts without implementing effective promotional activities, wasting their investment.
- Homogeneous Content: Many brands focus on sponsoring popular players like Messi, leading to similar marketing messages that fail to stand out.
- Poor Risk Management: Brands that sponsor a single team lack plans for possible eliminations, resulting in missed sales opportunities. Some co-branded products and promotional channels are poorly integrated, failing to sell.
Overall, Chinese sports marketing is moving from a focus on spending money to more refined and strategic operations. However, many brands still have room for improvement.