Chinese state broadcaster CCTV suspended broadcasts of LaLiga matches involving Mbappé. Photo credit: Maciej Rogowski Photo/Shutterstock
Kylian Mbappé has found himself at the centre of a diplomatic and commercial controversy after a joke involving an image of Chinese leader Mao Zedong triggered a backlash in China, prompting three companies to end their sponsorship agreements with the footballer and state broadcaster CCTV to suspend LaLiga coverage.
The Real Madrid striker apologised after the incident, acknowledging that his comment had been ill-judged and had hurt people in China and Chinese communities around the world. However, the fallout has extended beyond his personal reputation, raising questions about the commercial consequences for one of football’s most recognisable players and LaLiga’s presence in the Chinese market.
Mbappé’s China controversy puts sponsorships and LaLiga broadcasts at risk
The fallout has spread beyond the footballer himself. Chinese beverage and dairy companies have ended commercial partnerships with Kylian Mbappé, while state broadcaster CCTV has suspended Spanish league coverage following a controversy over a joke about an internet meme depicting the Real Madrid striker as Chinese leader Mao Zedong. The row began after a video circulated online showing Mbappé discussing his favourite meme featuring himself.
In the clip, he describes an image in which his face has been superimposed on a Chinese dictator, adding that he uses it with friends while playing video games. Although Mbappé did not name Mao, the image circulating online showed the French international’s face on a portrait of the former Chinese leader. Reuters reported that it had been unable to independently authenticate the video.
Three Chinese companies end sponsorship deals
The commercial consequences followed quickly, with three Chinese companies announcing that they were ending their relationships with the footballer. Dongpeng Beverage Group, which had appointed Mbappé as an ambassador for its Bushuila electrolyte drink brand in April, announced that it was terminating its cooperation with immediate effect.
Dairy producer Mengniu and cheesemaker Milkground subsequently announced similar decisions. Their statements cited opposition to words or actions that hurt the feelings of the Chinese people, without disclosing the financial value of the cancelled agreements. Mbappé had been a familiar face in Chinese advertising, with promotional material for Dongpeng appearing on bottles, buses and advertising displays in cities across the country.
The withdrawals could therefore affect more than his immediate sponsorship income. However, none of the companies has disclosed how much the agreements were worth, making it impossible to calculate the financial loss. Other brands have also reviewed their use of the footballer’s image. Chinese social media platform Xiaohongshu, known internationally as RedNote, said its partnership with Mbappé had already expired at the end of 2024 and that it was reviewing and removing related promotional material.
CCTV suspends LaLiga broadcasts
The controversy has also affected Spanish football’s visibility in China. Chinese state broadcaster CCTV suspended broadcasts of LaLiga matches and games involving Mbappé, according to reporting by Chinese outlet The Paper, which cited sources connected to the state broadcaster. Advertisements and videos featuring the player were also removed. The suspension reportedly took effect on Monday night, October 26, although no end date has been announced.
The move raises questions about the league’s commercial interests in one of its important international markets. LaLiga announced a digital distribution agreement with China Mobile Migu in August, covering all 380 league matches each season in mainland China through the 2029-30 campaign. There has been no confirmation that this separate digital agreement has been cancelled. The reported CCTV suspension should therefore not be interpreted as the end of all LaLiga coverage in China.
LaLiga responds as China voices its displeasure
LaLiga president Javier Tebas publicly expressed regret over the offence caused by Mbappé’s comments, saying the organisation was working directly with its Chinese partners and contacts to resolve the situation. The league also stressed that the remarks were made in Mbappé’s personal capacity and did not represent LaLiga’s position. Tebas said he hoped a relationship built over many years would not be damaged by a single incident.
China’s Foreign Ministry spokesperson Guo Jiakun also addressed the controversy, saying that words and actions hurting the feelings of the Chinese people would naturally meet opposition from across society. His comments came as the sponsorship cancellations and broadcast suspension were being reported.
Mao, who founded the People’s Republic of China in 1949 and ruled until his death in 1976, remains a politically sensitive figure. Although his rule included campaigns associated with mass suffering and famine, he continues to hold an important place in the country’s official historical narrative. Public mockery of him can provoke strong reactions.
Mbappé apologises as fallout continues
Mbappé has since apologised, acknowledging that his comment had been ill-judged and had hurt people in China and Chinese communities around the world. He said he respected the Chinese people and their history.
The episode leaves the immediate future of the suspended broadcasts uncertain, while the three sponsorship agreements have already been terminated. For LaLiga, the priority will be to contain the damage to its Chinese relationships without assuming that every broadcast or commercial partnership in the country has been lost.
