China absent from World Cup but prominent with ads, sponsors, and strict refereeing

Although China's national football team is absent from the World Cup, the country's influence is undeniably present. Chinese brands are prominently featured, with dairy giant Mengniu advertising its lactose-free milk and sports nutrition products. Tech companies Hisense and Lenovo, a FIFA technology partner, also have a strong presence, with Lenovo's AI-powered referee webcam and player scanning technology highlighted as key Chinese contributions.

These Chinese sponsors collectively contribute around $500 million to the tournament's record $2.7 billion in sponsorship deals, representing about one-fifth of the total. The advertising, often in Chinese, targets the country's massive fan base, estimated at 300 million people. In 2022, Asian viewers accounted for over half of the total World Cup viewership, underscoring the market's importance.

Individual players are also tapping into the lucrative Chinese market. Argentinian star Lionel Messi is a familiar face in Chinese advertising, having secured numerous endorsement deals. This tournament, Norwegian striker Erling Haaland is gaining traction, opening accounts on Chinese social media platforms Weibo and Douyin, where he shares content about his personal life and participates in local memes, quickly attracting millions of followers.

Meanwhile, confidence in Chinese football remains low. The country, like neighboring Japan, has a long-term strategy to become a major footballing nation by 2050, with a focus on youth development. However, recent developments, such as the dismissal of the national team coach shortly before the World Cup, indicate ongoing challenges within the sport's administration.