Mengniu expands FIFA deal to cover next three World Cups

August 4 – China’s Mengniu has attached its name to FIFA’s next three World Cups, extending a previous partnership with the world federation. 

Mengiu, a diary brand, had previously sponsored the 2018 and 2022 World Cups as well as the ongoing 2023 Women’s World Cup in Australia and New Zealand. It will now extend that event -driven sponsorship to the Men’s 2026 and 2030 evenst and the women in 2027.

“We welcome Mengniu once again as an official sponsor of the FIFA Women’s World Cup and the FIFA World Cup, all the way through until 2030. Mengniu is a world-class dairy brand that provides vital support for people’s health through its nutritious and delicious products. In recent years, Mengniu has also been committed to promoting the development of global sports. We look forward to rejoining forces with Mengniu and delivering even more exciting football spectacles to fans worldwide at FIFA’s upcoming flagship tournaments for both women and men,” said FIFA’s chief business officer Romy Gai in a statement.

Mengiu was among a slate of Chinese sponsors that came on board when FIFA navigated troubled financial waters before the Russia 2018 World Cup with a number of western-based global brands reassessing their involvement with FIFA following the scandals of 2015.

FIFA, keen to open new revenues, proposes to take an expanded version of the 2021 Club World Cup to China China, but Covid-19 as well as funding problems and resistance to what was at that time an ill-formed idea meant that tournament never materialized. The global coronavirus pandemic has left China more isolated and instead the US, the hosts for the next World Cup, will stage the 2025 Club World Cup the first in a 32-team format.

CEO and Executive Director at Mengniu Group Jeffrey Lu said: “Our continued collaboration with FIFA reflects the esteem with which Mengniu’s product quality and brand philosophy are held internationally.

“The FIFA Women’s World Cup and FIFA World Cup will continue to serve as important platforms to showcase Chinese brands to the world. Alongside FIFA, Mengniu will always uphold its original vision of ‘a little bit of nutrition to bloom every life’ by sowing football dreams with high-quality dairy products, nurturing people’s love for a healthy lifestyle and bringing more health and happiness to consumers on and off the pitch.”

No value for the deal was released.

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