Chinese Brands Intend to Triumph at Euro Cup 2024

00:00

00:00/00:00

Listen to this article 1x

AVivo advertisement board displayed at a game in the Euro Cup 2020.

China will be invading the pitch when the 2024 European Championship kicks off in Munich as Chinese companies launch their largest advertising and marketing campaign yet at the tournament.

Of the top 13 official sponsors, five are Chinese companies: Hisense, the home appliance maker, BYD, the electric vehicle giant, smartphone brand Vivo, Alibaba’s overseas e-commerce platform AliExpress, and Ant Group’s cross-border payment provider Alipay+.

You've accessed an article available only to subscribers

Subscribe today for just $.99.

VIEW OPTIONS

Unlock exclusive discounts with a Caixin group subscription — ideal for teams and organizations.

Subscribe to both Caixin Global and The Wall Street Journal — for the price of one.

Share this article

Open WeChat and scan the QR code

DIGEST HUB

Digest Hub

Back

Explore the story in 30 seconds

Five Chinese companies, including Hisense, BYD, Vivo, AliExpress, and Alipay+, are official sponsors of the 2024 European Championship.
Revenue from the tournament is projected at 2.409 billion euros, driven mainly by broadcast and commercial rights.
Chinese sponsors are activating extensive marketing campaigns with BYD offering sustainable mobility and Alipay+ sponsoring the Golden Boot trophy.

AI generated, for reference only

Who’s Who

Hisense: Hisense, the home appliance maker, is one of the top 13 official sponsors of the 2024 European Championship. It has been a Euro Cup sponsor since 2016 and has maintained its sponsorship for three tournaments in a row.

BYD: BYD, the electric vehicle giant, is launching extensive Euro Cup-related marketing campaigns. It’s offering vehicles for sustainable mobility across Europe and organizing a tour for 100 Chinese youth soccer players to watch the tournament live. BYD views Europe as a key market, with its models available in 19 countries through over 230 stores.

Vivo: Vivo, a Chinese smartphone brand, is a second-time sponsor of the Euro Cup. For the 2024 tournament, Vivo launched the Vivo X100 series mobile phones as the official mobile phone of Euro 2024. Despite not sponsoring the games this year, Vivo continues its significant presence in European sports marketing, highlighting its commitment to the region.

Alibaba: Alibaba's overseas e-commerce platform, AliExpress, is a top sponsor of the 2024 Euro Cup. In May, they appointed soccer star David Beckham as brand ambassador. AliExpress is offering significant discounts, deals, and engagement opportunities during the tournament, including chances for app users to win game tickets.

Ant Group: Ant Group's cross-border payment platform, Alipay+, is one of the five Chinese companies sponsoring the 2024 European Championship. Alipay signed an eight-year partnership with UEFA beginning in November 2018, covering both the 2020 and 2024 Euro Cup events. Alipay+ is sponsoring the UEFA Top Scorer trophy, the Golden Boot, as part of its extensive involvement in the tournament.

AI generated, for reference only

What Happened When

November 2018：: Alipay signed an eight-year partnership with UEFA, encompassing the 2020 and 2024 Euro Cup events.

Euro 2020：: Hisense, Alipay, Vivo, and TikTok were listed as official international sponsors.

Euro 2020：: The TV audience in China surged by 43% compared with 2016, reaching 352 million.

2021：: The Euro Cup attracted a TV audience of 5.23 billion people, and the final was broadcast in 229 countries or regions.

May 2024：: AliExpress appointed soccer star David Beckham as its brand ambassador and offered millions of euros in discounts, deals, and engagement opportunities during the games.

AI generated, for reference only