Chinese brands end Mbappé deals over backlash to unverified clips
Chinese brands have begun ending partnerships with Kylian Mbappé after unverified clips appeared to show him joking about a meme depicting him as Mao Zedong. The backlash highlights the commercial risks for international stars when remarks are seen as disrespectful in China, a major market for sport and endorsements.
The clips circulated after football forum Dongqiudi called the comments inappropriate; Mbappé does not name Mao in the footage, and the original interview is unavailable. Dairy producer Mengniu and drinks company Dongpeng issued statements opposing conduct that hurts Chinese people’s feelings, while state media reportedly halted Mbappé-related coverage and La Liga broadcasts. China’s foreign ministry also commented, and five of Weibo’s top ten trending topics focused on Mbappé by 14:00 on Tuesday.
In short
- Chinese brands are cutting ties with Mbappé after a meme-related backlash.
- The circulating clips are unverified and do not name Mao.
- State media reportedly stopped showing La Liga matches.
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The case for
Brands and broadcasters can reasonably end or pause partnerships when conduct associated with a public figure risks alienating customers in a major market. Even though the clips are unverified and the original interview is unavailable, companies may argue that responding promptly shows respect for consumers who felt offended and protects their commercial relationships.
The case against
Ending deals or restricting coverage on the basis of clips whose context and authenticity are unclear risks treating an unverified interpretation as established fact. A more proportionate response, this view holds, would be to seek the full interview and give Mbappé a chance to clarify before imposing significant commercial consequences.
Explained simply
Kylian Mbappé is a French footballer who plays for Real Madrid and is one of the sport’s most recognised figures. Like many leading athletes, he earns money from sponsorships, in which companies pay to associate their products with a public figure.
China is a major market for football and for international brands seeking customers. Companies and public figures can face criticism there if their words or actions are seen as disrespectful to Chinese people or national symbols. Online discussion and state media coverage can give such criticism wide reach.
The clips at the centre of the story have not been verified, and the original interview is not available. Mbappé is not heard naming Mao Zedong, the former Chinese leader shown in the meme, so the context of the reported remarks remains unclear.
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Originally published by BBC World as “Mbappé dropped by major Chinese brands drop as backlash grows over Mao joke”.