October 26 – Chinese dairy giant Mengniu has signed its second World Cup partnership, becoming an official sponsor of Qatar 2022.

Building on a successful partnership with FIFA for Russia 2018, the agenda giant has opened new talks with the world federation in 2019 and will now have a new opportunity to promote its brand during the game’s quadrennial high mass.

“Mengniu is committed to promoting a healthier world through nutritious products and protecting a sustainable planet,” FIFA Secretary General Fatma Samoura said in a statement. “These values ​​echo FIFA’s values ​​of promoting healthy living through football, as well as fair play. “

Last year, FIFA said the majority of sponsorship and broadcast deals for the Qatar World Cup were already in place, allowing the governing body to meet its $ 6.44 billion revenue target. dollars for the current cycle. The World Cup remains FIFA’s goose that lays golden eggs. Sponsors are estimated to pay between $ 9 million and $ 23 million to be associated with the tournament.

Mengniu General Manager Jeffrey Minfang Lu said, “[The agreement] builds on our successful collaboration with FIFA at the 2018 FIFA World Cup Russia, and fits well with our five-year plan to make Mengniu an international dairy leader, nutrition and health platform , a company with its strong cultural gene and its own mode of sustainable development and a brand appreciated by consumers around the world.

Along with Vivo, Hisense and Alibaba, the diary maker was among the many Chinese sponsors to support the 2018 World Cup. Since FIFAgate in 2015, Chinese partners have become more prominent on FIFA’s sponsor list.

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