FIFA has officially announced that China’s leading dairy product manufacturers, Mengniu has become the official sponsor of the FIFA World Cup Qatar 2022. The rumour of this collaboration was already floating, FIFA put a stamp on it after an official announcement.
Following the partnership between FIFA and Mengniu, the Chinese dairy manufacturer will activate branding and promotional activities in the FIFA World Cup Qatar 2022 stadiums. While it has also the rights for promotion and branding across FIFA’s online platforms and mobile channels.
Mengniu was also a sponsor in the Russia World Cup 2018 where it invested 149 million. The company also revealed that the sponsorship helped them build a strong brand recognition leading to a 14% growth in their revenues in the year 2018.
Speaking about the announcement of Mengniu as official sponsor of the FIFA World Cup Qatar 2022, FIFA Secretary General Fatma Samoura said “We are delighted to welcome Mengniu back as an Official Sponsor of the FIFA World Cup. Mengniu is committed to promoting a healthier world through nutritious products and safeguarding a sustainable planet. These values echo FIFA’s values of promoting healthy lives through football, as well as fair play. We look forward to strengthening our relationship with Mengniu and the wider Chinese market in the build-up to what will be a truly unique competition – the FIFA World Cup Qatar 2022.”
Jeffrey Minfang Lu, the CEO of Mengniu Group said “Continued investment in world-class sporting assets represents Mengniu’s determination to build stronger relationships with our consumers while embodying the values of sportsmanship and encouraging active engagement of football enthusiasts and wider audiences.”
The company is a trusted brand in China producing a large number of dairy products that include milk, cheese, butter, ice cream, etc. Following that reason, Mengniu is listed in the top 10 ranking of “Global Dairy Top 20” since 2017, which is published by Rabobank. Following their World Cup sponsorship, the dairy company wants to expand their targeting market to Southeast Asia, as well as the Middle East and Africa.