Chinese brands end Mbappé sponsorships amid anger over alleged Mao meme remark

Several major Chinese companies have ended their commercial ties with French footballer Kylian Mbappé after unverified video clips circulated in China in which he appears to joke about a meme linked to the late leader Mao Zedong, BBC News reports.

In the clips, reportedly taken from the French talk show The Bridge, the Real Madrid forward describes a favourite meme that places his face on an image of a figure he calls a Chinese dictator. He does not name Mao, and the original video is no longer on the programme's YouTube channel. Screenshots have nevertheless spread widely online. Neither Mbappé nor the show has commented.

Sponsors cite national sentiment

Among the companies cutting ties are Mengniu, the country's largest dairy producer, and drinks group Dongpeng. Neither referred directly to the clip. Both instead issued statements saying they have a zero-tolerance policy towards words or behaviour that offend the feelings of the Chinese people.

The fallout has extended beyond sponsorship. According to Chinese outlet The Paper, state broadcaster CCTV is suspending coverage of La Liga matches, while the state-owned Global Times reported that CCTV's news apps no longer carry content about the striker. China's foreign ministry also responded, with spokesperson Lin Jian warning that conduct which hurts Chinese feelings will "naturally be met with opposition".

The controversy gained momentum after football forum Dongqiudi publicly criticised the comments as inappropriate on Monday night. Online users accused the player, who is highly popular in China and holds large endorsement deals, of benefiting from the Chinese market while offending its public. Some social media users have also asked what exactly he said, since the brands did not spell it out.

Background to the nickname

Mbappé has long been nicknamed "the dictator" in football circles because of his perceived influence over club and national team matters, which has made him a frequent subject of online memes. In a September interview with France Football, he said such comparisons can show a lack of political and human awareness, given the harm caused by real dictators.

What it means for business

The episode shows how quickly reputational risk can affect sponsorship arrangements, particularly in markets where political and historical sensitivities are strong. Companies that rely on athlete or celebrity endorsements, and the agencies that broker them, often review contract clauses on conduct and public statements, as well as how they monitor social media reaction across different countries. For brands operating internationally, cultural awareness in marketing partnerships can carry direct commercial consequences.