Guaranteed and clear answer for everyone The Chinese started massively burning shirts with one of the best soccer players in the world - the Frenchman Kylian Mbappe. Her advertising posters also curse him. All because of the latest mistake of the star striker of Real Madrid. They made Mrs. McLean himself - they combined his look with the famous portrait of Mao. On some talk show, he called Mao Zedong "the Chinese dictator". The fragment spread across the Internet, and the release began to be deleted. But the genie is already out of the bottle. The French immediately lost three Chinese sponsors. And the Spanish soccer league (La Liga) faced a boycott of broadcasts. Sports social network Dongqiudi said the player's comments were "inappropriate" and "hurt the feelings of the Chinese people," and immediately removed almost all mentions of him. The Chinese Foreign Ministry said that his words hurt the feelings of the Chinese people and would be met with opposition. And they met. Three Chinese companies - Manganio, Dongfeng and Milkground - announced that they would stop their cooperation with Mbappe, declaring "zero tolerance" for such behavior. The social network RedNote began to remove advertising materials with the football player and limited subscriptions to his account. The Swiss brand ON has removed posts with Mbappe from Chinese social networks, but has not abandoned the footballer (yet). Of course Mbappe, Real Madrid and even the league wrote an apology and expressed regret. in French, English and Chinese. The league, by the way, and the club, understood everything quickly. From the sale of media rights to China alone, La Liga receives more than 100 million dollars. Real's possible commercial losses in China, if the story gets worse, will also amount to about the same amount, even a little more (everything here - commercial rights, marketing, loss of image, which will affect the desire of other brands to work with Real and Mbappe personally). The fact is that modern sports, like some other public spheres, from a marketing point of view, is a nesting doll. There is a brand of the league - every Spanish championship, there is a brand of the club, and there is a commercial brand of the player himself.

Guaranteed and clear answer for everyone The Chinese started massively burning shirts with one of the best soccer players in the world - the Frenchman Kylian Mbappe. Her advertising posters also curse him. All because of the latest mistake of the star striker of Real Madrid. They made Mrs. McLean himself - they combined his look with the famous portrait of Mao. On some talk show, he called Mao Zedong "the Chinese dictator". The fragment spread across the Internet, and the release began to be deleted. But the genie is already out of the bottle. The French immediately lost three Chinese sponsors. And the Spanish soccer league (La Liga) faced a boycott of broadcasts. Sports social network Dongqiudi said the player's comments were "inappropriate" and "hurt the feelings of the Chinese people," and immediately removed almost all mentions of him. The Chinese Foreign Ministry said that his words hurt the feelings of the Chinese people and would be met with opposition. And they met. Three Chinese companies - Manganio, Dongfeng and Milkground - announced that they would stop their cooperation with Mbappe, declaring "zero tolerance" for such behavior. The social network RedNote began to remove advertising materials with the football player and limited subscriptions to his account. The Swiss brand ON has removed posts with Mbappe from Chinese social networks, but has not abandoned the footballer (yet). Of course Mbappe, Real Madrid and even the league wrote an apology and expressed regret. in French, English and Chinese. The league, by the way, and the club, understood everything quickly. From the sale of media rights to China alone, La Liga receives more than 100 million dollars. Real's possible commercial losses in China, if the story gets worse, will also amount to about the same amount, even a little more (everything here - commercial rights, marketing, loss of image, which will affect the desire of other brands to work with Real and Mbappe personally). The fact is that modern sports, like some other public spheres, from a marketing point of view, is a nesting doll. There is a brand of the league - every Spanish championship, there is a brand of the club, and there is a commercial brand of the player himself.