Real Madrid forward Kylian Mbappe has lost three Chinese sponsors after a video featuring a controversial meme of the French footballer spread online. The incident has also affected LaLiga, as China’s state broadcaster has reportedly suspended the coverage of matches involving Mbappe.
The controversy began when Mbappe appeared on the French online show The Bridge. During the programme, he was asked to choose his favourite meme featuring himself and selected an edited image that placed his face on the body of a Chinese dictator. Although Mbappe did not name the person, the version widely shared online showed him as Mao Zedong, the founder of the People’s Republic of China.
The clip was later removed, but people had already recorded and shared it across social media platforms. The image caused a strong reaction in China, where content that mocks important historical figures can lead to legal consequences.
Chinese companies responded quickly to the incident. Dongpeng Beverage, Mengniu and Milkground announced that they were ending their sponsorship agreements with Mbappe, citing concerns over content that offended national sentiment. Other brands also removed promotional material featuring the Real Madrid star.
Three Chinese Companies End Sponsorship Deals
Dongpeng Beverage, also known as Eastroc, was among the first companies to end its partnership with Mbappe. The company said it would not tolerate behaviour that offended national sentiment. Its Bu Shui La electrolyte drink had featured the footballer’s image on bottles and in advertisements across Chinese cities during the summer.
Other brands have also taken steps to distance themselves from the controversy. According to reports, Dior, Hublot and On removed content featuring Mbappe from their Weibo accounts. RedNote, another popular Chinese social platform, said its content partnership with the player had already expired at the end of 2024 and that it was removing related material.
New users were also reportedly unable to follow Mbappe’s accounts on RedNote and Weibo. Meanwhile, Chinese foreign ministry spokesperson Guo Jiakun said that actions and comments that hurt the feelings of Chinese people would face rejection across society.
How Much Money Could Mbappe Lose?
The controversy could affect Mbappe’s earnings outside football, although the full financial impact remains unclear. According to Forbes estimates, he is expected to earn around $100 million during the current season, including $70 million from football and $30 million from endorsements and business interests.
This places him among the highest-paid footballers in the world. However, the companies involved have not disclosed the financial details of their sponsorship agreements, making it difficult to calculate how much money he could lose.
The situation could also create problems for his partnership with On, the Swiss sportswear brand. Mbappe ended his long-standing relationship with Nike this year before signing with On, reportedly taking an ownership stake in the company as part of the agreement.
On had not publicly commented on the controversy by Tuesday. China is an important market for the sportswear company, meaning the situation could have consequences beyond Mbappe’s personal endorsement earnings. His reported ownership stake also gives him a financial interest in the brand’s business performance.
LaLiga Faces Uncertainty Over Chinese TV Coverage
The incident has also raised concerns for LaLiga’s broadcasting arrangements in China. According to reports from a Shanghai-based outlet The Paper, China Media Group, suspended broadcasts of LaLiga matches involving Mbappe from Monday night. The suspension reportedly also covered related advertising and video content.
China Media Group operates CCTV, the country’s state broadcaster. LaLiga returned to CCTV in 2024 after a nine-year gap, signing a non-exclusive agreement covering the 2024-25 season through the current campaign. Under the deal, matches were available free of charge on CCTV-5+.
However, the league also has a longer agreement with Migu, a streaming platform owned by state-run China Mobile. In August, LaLiga president Javier Tebas signed a deal in Beijing that made Migu the league’s exclusive new media partner in mainland China through the 2029-30 season.
Migu offers all 380 LaLiga matches each season through a freemium model, which combines free and paid viewing options. The agreement reflects the importance of the Chinese market to the Spanish league.
Real Madrid Faces Another China-Related Controversy
This is not the first time Real Madrid has faced criticism in China during the current season. In August, the club published a social media post about a minute’s silence held at the Santiago Bernabeu for flood victims in Nepal and Tibet.
The post attracted criticism from China’s state-run Global Times, which called for the wording to be changed to refer to Tibet as Xizang, the name commonly used by Chinese authorities. Real Madrid deleted the post on September 3 without providing an explanation.
The club also faced another controversy in February involving a social media post by defender Dean Huijsen. Real Madrid subsequently issued an apology on his behalf through a statement published on Weibo.
FAQs
Q. Why did Kylian Mbappe lose three Chinese sponsors?
A. Three Chinese companies ended their sponsorship deals after a controversial meme featuring Mbappe spread online.
Q. Which Chinese companies ended their sponsorship deals with Mbappe?
A. Dongpeng Beverage, Mengniu and Milkground ended their partnerships with Mbappe.
Q. How much is Mbappe expected to earn this season?
A. Forbes estimates that Mbappe will earn around $100 million.
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