Chinese brands drop Mbappé: Key takeaways
- Dongpeng, Mengniu and Milkground terminated their partnerships with Mbappé following his remarks about a meme apparently depicting Mao Zedong
- The backlash shows how an ambassador’s informal overseas comments can quickly undermine commercial partnerships in China
A joke about an internet meme has cost Kylian Mbappé (姆巴佩) a spread of high-profile Chinese brand sponsorships. Dongpeng (东鹏饮料), Mengniu (蒙牛) and Milkground (妙可蓝多) announced that the French footballer will no longer be the face of their business after he joked in an interview with The Bridge about Mao Zedong.
The Real Madrid striker was asked which of the Chinese memes about him amused him the most. His answer was one where his face replaced the face of ‘some guy – I think he’s a Chinese dictator.’
It’s not exactly the most barbed of remarks. If anything, the comment shows how little Mbappé knows of Chinese history. He is of course referring to one of the country’s most influential leaders, a founding father of sorts who united the country after years of civil war and foreign colonisation.
Clipped footage of the comment drew fire on Chinese social media
But Mao was also a dictator, and one of the 20th century’s most ruthless. That’s not a line that’s accepted in China, where the man is – despite his flaws – widely regarded as a hero. Clipped footage of the comment drew fire on Chinese social media. Users there demanded an apology.
Football platform Dongqiudi (懂球帝) condemned the remarks, refusing even to translate them. As for the brands that sponsored Mbappé, Dongpeng and Mengniu publicly invoked zero tolerance for conduct or language that hurt national feelings.
The split with Dongpeng ends a partnership announced just six months earlier. Its electrolyte drink brand Bushuila (补水啦) signed Mbappé on 20 April, pairing his speed and sporting performance with its hydration message.
But that’s all she wrote for Mbappé and his dalliance with Chinese branding
It was a big moment for both star and brand and came in the heat of World Cup build-up. The company presented the star’s appointment as a step towards building an international brand, and the star inadvertently sent the brand viral with some mispronounced Mandarin.
But that’s all she wrote for Mbappé and his dalliance with Chinese branding. There is at least a useful note to be taken from somewhere in this mess.
The Dao view: Keep quiet before Chinese brands drop you like they dropped Mbappé
The speed at which these Chinese brands chose to drop Mbappé illustrates how quickly an ambassador’s informal remarks can tank a deal. Brands pay for access to an athlete’s popularity, but their association extends beyond approved advertising.
While western stars make a mint representing Chinese brands, few, it seems, are aware of the touchy nature of Chinese politics. Here, a throwaway answer in an overseas interview has put an end to three sizable brand deals. If you’re in the same business, it’s best not to mention politics at all.
