French football star Kylian Mbappé has lost sponsorship deals with three major Chinese brands after his remarks about a popular meme featuring him alongside former leader Mao Zedong drew backlash in China.
Dongpeng Beverage Group, Mengniu, and Milkground issued statements announcing their decision to sever ties with the Real Madrid player, citing their opposition to actions that harm national sentiments.
The controversy began when Mbappé discussed his favorite meme during an interview related to The Bridge, a French online chat show. He described a video featuring an edited image of himself with Mao Zedong, which sparked significant criticism online, even though he did not directly mention Mao’s name.
Football fans began sharing memes portraying Mbappé as an authoritarian leader, which, despite being a joke about his prominence on the team, turned controversial. Many users criticized his comments on social media.
Brands Cut Ties With Mbappé
Dongpeng, Mengniu, and Milkground have announced they are ending their relationships with Mbappé. Dongpeng, a leading Chinese beverage brand, has featured him in various campaigns, while Mengniu has included international footballers in its promotions. Milkground, a cheese and dairy brand, was the third to cut ties.
Though the brands did not explicitly cite the video as the reason for their decisions, their statements came in the wake of the controversy, emphasizing their stance against actions that could harm national feelings.
This situation represents a setback for Mbappé, whose image has been widely used in advertising campaigns.
Chinese Officials And Social Media Response
China’s Foreign Ministry responded by stating that actions or words damaging to the feelings of the Chinese people would naturally face opposition from various sectors. Spokesperson Guo Jiakun addressed the issue directly.
The Chinese social media platform RedNote (known internationally as Xiaohongshu) announced they had terminated their content partnership with Mbappé as of December 31, 2024. They will also remove any related promotions, stating their opposition to actions that harm national sentiments.
The debate gained traction on Weibo, with hashtags about the brands cutting ties with Mbappé trending. Some users criticized him, while others called for a boycott.
Potential Broader Implications
This controversy could have larger implications for Mbappé. Reports from Spanish media suggest that China’s state broadcaster CCTV has paused airing LaLiga and removed any advertising featuring Mbappé. This indicates that the situation may affect the visibility of Spanish football in China and Mbappé’s promotional opportunities, although this information was reported separately.
Mbappé’s representatives have not yet commented on the matter.
Importance of the Controversy
As one of the most recognized football stars worldwide, Mbappé’s endorsement deals are crucial for marketing products. This controversy could significantly affect his visibility in China, an essential market for international brands and athletes. Any backlash against national symbols or historical figures can impact sponsorship agreements.
This incident underscores how quickly memes and short videos can escalate a simple comment into a major controversy. A discussion about a humorous image has now led to significant changes in sponsorship.
While Mbappé has lost three Chinese brands, the long term effects on his overall endorsement portfolio remain uncertain. The controversy is likely to evolve as the footballer, brands, and Chinese audiences respond.