Chinese Brands Spend $1.4 Billion on World Cup Ads, Sponsorships

A rolling advertisement for Chinese electronics-maker Hisense appears inside a stadium on Nov. 20 during the 2022 World Cup in Qatar. Photo: VCG

(Nikkei Asia) — Chinese advertisers are featured front and center at the World Cup, with companies from state-owned electronics manufacturer Hisense to property developer Dalian Wanda Group spending a combined $1.4 billion on advertisements and sponsorships.

They are the biggest spenders at the soccer tournament in Qatar, surpassing the U.S.

An ad banner at the pitch with Chinese characters reading “No. 1 in China, No. 2 in the World” caught many viewers’ attention earlier in the tournament. The Hisense banner apparently meant that the company boasts the top market share for TV shipments in China and the second biggest globally.