Mengniu Gets Big On Football Sponsorship Ahead Of World Cup

The dairy company—an official 2018 FIFA World Cup global sponsor—has yet to disclose any finer details about deal and activation efforts, however, the deal will certainly play a major role in the company’s World Cup marketing efforts.

Under the FIFA partnership, which was unveiled last December, 27 products from Mengniu’s extensive line-up will enjoy the rights to activate World Cup-themed marketing campaigns this year. Mengniu’s representatives also revealed the company will spend almost US$317m for World Cup marketing efforts.

Interestingly, a fortnight ago we reported on TCL’s endorsement deal with Neymar Jr, deploying an oft-used trick of ambush marketers to find a parallel property of the target property to attract attention. While Mengniu has more legitimacy to sponsor Messi, it’s clear the copycatting is already starting.

The deals came right after Mengniu’s strongest rival Yili Dairy sealed partnerships with European football powerhouse Real Madrid and 2022 Winter Olympic Games in Beijing.

According to the ASN Index, Mengniu (16.9%, ~US$225m) is the second-biggest in the Asian Sponsorship market for the dairy category since Q215 and trails Yili (27.1%, US$360.9m), while spending from both companies have plummeted since the highs of Q216, it is widely believed the raft of major global sporting events such as this year’s World Cup in Russia is going to turn the tide.