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Despite ongoing challenges in securing broadcast rights for the FIFA World Cup in mainland China, Chinese companies remain highly optimistic about advertising opportunities related to the tournament, according to a business development leader at a major digital marketing platform.
“The dispute over broadcast rights won’t hinder the overseas marketing strategies of Chinese brands,” he said during a media briefing on May 8. These brands mainly target audiences in the United States, Europe, Oceania, and the Asia-Pacific region, making it crucial for them to run precise and targeted advertising campaigns.
FIFA initially sought between $250 million and $300 million for the broadcasting rights in China, but China’s state broadcaster had a budget of only $60 million to $80 million. Although FIFA later reduced its asking price to between $120 million and $150 million, no agreement has been finalized, media reports indicate.
Generally, Chinese internet platforms are pulling back from investing in Western sports content primarily because the time zone differences make live viewing difficult, which hampers advertising revenue. Nevertheless, four major Chinese corporations—Wanda Group, Hisense, China Mengniu Dairy, and Lenovo—are confirmed sponsors of the World Cup.
The tournament’s audience extends beyond just watching the matches; many companies aim to reach fans following sports news, social media updates, and related content, the executive explained.
Amid geopolitical uncertainties such as conflicts in the Middle East and trade tensions, Chinese companies are increasingly motivated to expand internationally and bolster their brand presence. “Brand strength is the most reliable asset a company has,” he emphasized. “Regardless of what is being sold or where, building a strong brand provides greater confidence through any stage of growth.”
Additionally, Chinese firms are working to diversify their global expansion strategies beyond the US, with rising investments in Europe and Oceania, he noted.
On the manufacturing side, sports equipment companies from the Chinese city of Yiwu—called the world’s small commodities capital—are reaping benefits from the World Cup boom. In the first quarter, Yiwu’s exports of sports goods rose by 12% year-over-year, reaching CNY 2.8 billion (about USD 416 million), according to regional customs data.
The World Trade Organization estimates that this year’s World Cup will generate approximately $80 billion in economic output worldwide, with Yiwu accounting for about 70% of the global merchandise sales related to the event.
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