The central governing body for world football, FIFA has secured a sponsorship tie with the Chinese manufacturing and distribution company of dairy products and ice cream, Mengniu Dairy.
Following the partnership, the brand has been named the official sponsor of the FIFA Women’s World Cup 2023, which is set to begin on Thursday i.e. July 20 in Australia and New Zealand in July.
Mengniu has now collaborated with FIFA three times, having previously served as an official sponsor of the FIFA World Cups in 2018 and 2022. Mengniu wants to spread the company’s idea to football fans all around the world by reiterating its commitment to international sporting events.
With over a million tickets already sold, the FIFA Women’s World Cup 2023 is likely to be the most profitable distinct women’s sports event in history. As part of the deal, Mengniu plans on launching a number of branding and promotional initiatives, utilising the competition’s offline locations and FIFA’s online channels.
Furthermore, Mengniu will also assist the Chinese women’s football team as the official partner of the CFA Team China, alongside its sponsorship of the FIFA Women’s World Cup 2023, helping the growth of women’s football in China.
Romy Gai, FIFA’s Chief Business Officer, said, “We welcome Mengniu Group as an Official Sponsor of the FIFA Women’s World Cup 2023. Our past collaborations during the FIFA World Cups have fostered a strong connection based on shared values. We look forward to working with Mengniu to deliver a spectacular football spectacle when the FIFA Women’s World Cup kicks off later this month.”
Jeffrey LU, CEO and Executive Director of Mengniu Group, said, “Our continued successful collaboration with FIFA underscores the high regard that FIFA has for Mengniu’s brand and product quality. With our mission to provide a little bit of nutrition to every life, Mengniu strives to offer consumers both on and off the field a nutritious and delightful experience. We hope to join forces with FIFA in encouraging more people to engage with and love football, finding health and happiness through the beautiful game.”