Dongpeng and Mengniu have announced the end of their partnerships with the Real Madrid forward after a clip deemed offensive in China circulated online.
Two major Chinese companies have decided to sever their commercial partnerships with Kylian Mbappé in the wake of a controversy sparked by a video circulating on social media. On Tuesday, October 27, beverage specialist Dongpeng and Mengniu, one of the leading players in the dairy sector, announced that they were ending their collaboration with the Real Madrid player.
The decision follows a sequence in which the forward appears to joke about a montage superimposing his face onto that of Mao Zedong, founding figure of the People's Republic of China. In an environment where historical and national symbols hold a particularly sensitive place, this type of content quickly drew reactions on Chinese platforms. Both companies judged that the video offended national sentiment, the reason cited to justify their withdrawal.
It should be stressed, however, that the authenticity of the clip could not be confirmed at the outset. The content is widely circulating, but its exact origin, its production context and the extent of the player's actual involvement remain to be established. This uncertainty does not diminish the weight of the two groups' decision, which chose to act without waiting for a full verification.
For an athlete competing at the highest level, partnerships with foreign brands represent a significant share of revenue and visibility, particularly in Asian markets where the profile of certain European players is very strong. The termination of two Chinese contracts illustrates the fragility of such commercial relationships when a public image is damaged by controversy, even in a communications crisis that is difficult to control.
The affair also underscores the heightened vigilance of companies when it comes to subjects tied to national identity and history in their dealings with Chinese audiences. For athletes and their entourages, it highlights the importance of gauging the international reach of every statement or shared piece of content, whatever the original intent. The possible repercussions of this controversy remain to be seen.
The decision follows a sequence in which the forward appears to joke about a montage superimposing his face onto that of Mao Zedong, founding figure of the People's Republic of China. In an environment where historical and national symbols hold a particularly sensitive place, this type of content quickly drew reactions on Chinese platforms. Both companies judged that the video offended national sentiment, the reason cited to justify their withdrawal.
It should be stressed, however, that the authenticity of the clip could not be confirmed at the outset. The content is widely circulating, but its exact origin, its production context and the extent of the player's actual involvement remain to be established. This uncertainty does not diminish the weight of the two groups' decision, which chose to act without waiting for a full verification.
For an athlete competing at the highest level, partnerships with foreign brands represent a significant share of revenue and visibility, particularly in Asian markets where the profile of certain European players is very strong. The termination of two Chinese contracts illustrates the fragility of such commercial relationships when a public image is damaged by controversy, even in a communications crisis that is difficult to control.
The affair also underscores the heightened vigilance of companies when it comes to subjects tied to national identity and history in their dealings with Chinese audiences. For athletes and their entourages, it highlights the importance of gauging the international reach of every statement or shared piece of content, whatever the original intent. The possible repercussions of this controversy remain to be seen.
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Source: Ouest-France