Chinese company to become the official sponsor of the 2022 World Cup.
Chinese dairy product manufacturing company Mengniu has partnered with FIFA, which will see it become an official sponsor of the FIFA Men’s World Cup that is scheduled to be held in Qatar next year.
Mengniu’s branding will be promoted across all the digital assets and tournament venues. Mengniu also served as a previous sponsor to the 2018 FIFA World Cup that was held in Russia.
Speaking about the partnership, Fatma Samoura, FIFA Secretary General, stated:
“We are delighted to welcome Mengniu back as an Official Sponsor of the FIFA World Cup. Mengniu is committed to promoting a healthier world through nutritious products and safeguarding a sustainable planet.
“These values echo FIFA’s values of promoting healthy lives through football, as well as fair play. We look forward to strengthening our relationship with Mengniu and the wider Chinese market in the build-up to what will be a truly unique competition.
“Continued investment in world-class sporting assets represents Mengniu’s determination to build stronger relationships with our consumers while embodying the values of sportsmanship and encouraging active engagement of football enthusiasts and wider audiences.”
Jeffrey Minfang Lu, CEO of Mengniu Group, commented:
“[The agreement] builds on our successful collaboration with Fifa on at the Fifa World Cup in Russia in 2018 and it sits well with our five-year plan to develop Mengniu into an international dairy leader, a nutrition and health platform, a company with its strong cultural gene and its own sustainable development mode, and a brand loved by consumers across the world.”
Through this partnership, the Hong Kong-headquartered company will look to gain worldwide visibility while also ’embodying the values of sportsmanship’ and build stronger relationships with its consumers.
Apart from Mengniu, the other sponsors of the FIFA World Cup currently are Hisense, McDonald’s, Budweiser and Vivo. Vivo was also a sponsor of the 2018 edition and the 2017 FIFA Confederations Cup.
The World Cup is set to take place from November 21, 2022, to December 18, 2022, in Qatar.