The controversy erupts as international sports figures face severe commercial repercussions in mainland China for perceived slights against national sensitivities. The backlash began after footage emerged showing the Real Madrid forward describing a viral internet meme of his face superimposed onto that of a Chinese dictator as the funniest he had seen.
Market Impact
- Commercial Valuation: Immediate termination of high-profile endorsement deals with Dongpeng Beverage and dairy giant Mengniu.
- Broadcasting Reach: Chinese state television’s suspension of LaLiga fixtures and associated advertisements.
- Fan Engagement: Widespread condemnation on Weibo, where multiple Mbappé-related topics trended heavily.
Sponsorship Terminations and Corporate Retaliation
Drinks giant Dongpeng announced on Tuesday that it was terminating all cooperation with the 27-year-old France captain with immediate effect. According to Dongpeng’s official statement, the company firmly opposes and maintains a zero-tolerance policy toward any behavior that offends national sentiments. Mengniu, China’s largest dairy producer, similarly cut ties with the player, stating that it maintains zero tolerance for words or actions hurting the feelings of the Chinese people. Additional dairy brands including Shanghai Milkground Food Tech and beverage maker Eastroc Beverage also ceased cooperation.
The viral video featured Mbappé remarking that the funniest internet meme he had encountered involved his face digitally altered onto “some guy – I think he’s a Chinese dictator.” The comments referred to widespread online satire superimposing the footballer’s face onto images of Mao Zedong, the founding leader of the People’s Republic of China who died in 1976. In China, satire or jokes concerning Mao remain a strict social taboo and are widely treated as deeply disrespectful. Major online football outlet Dongqiudi declared in a statement that the remarks were offensive to China and hurt the feelings of local fans.
Weibo Backlash and Media Blackouts
The fallout quickly dominated digital platforms across the region. As of 0700 GMT, four topics related to the controversy remained among the top ten trending searches on Weibo, with numerous users urging authorities to blacklist the athlete and reduce his commercial value to zero. State-backed outlets including the Global Times emphasized that Chinese consumers expect uncompromising respect from international figures profiting within their market.
Concurrently, Chinese state broadcaster CCTV suspended all broadcasts of LaLiga matches and events involving Mbappé, alongside pulling all related advertisements. Reports confirmed that the authenticity of the circulating video could not immediately be verified, while representatives for Mbappé, LaLiga, and Real Madrid did not immediately respond to requests for comment.
Historical Precedents in the Chinese Market
This commercial rupture echoes previous high-profile clashes between global sports figures and Chinese political sensitivities. In 2019, Houston Rockets general manager Daryl Morey posted a tweet supporting Hong Kong protests, which resulted in China suspending sponsorship deals with the NBA and pulling games off national television for a year. Similarly, former NBA player Dwight Howard faced intense fury on Chinese social media in 2023 after referring to Taiwan as a country during an appearance with the island’s vice president and current President William Lai Ching-te. In September, Mbappé addressed a separate military dictator meme in an interview with French newspaper L’Equipe, noting that while some internet trends were meant in good fun, comparisons to historical figures responsible for widespread misery lacked political and human awareness.
| Entity | Action Taken | Market Impact |
|---|---|---|
| Dongpeng Beverage | Terminated endorsement deal | Removed AI-generated promotional imagery from electrolyte drink campaigns |
| Mengniu | Ceased all cooperation | Ended relationship with the player |
| CCTV | Suspended LaLiga broadcasts | Halted transmission of all matches and advertisements involving Real Madrid and Mbappé |
