Spanish football club Real Madrid issued an apology on Wednesday after French player Kylian Mbappé referred to former Chinese leader Mao Zedong as a dictator, triggering a fierce backlash in China. Several Chinese brands, including Mengniu, Shanghai Milkground Food Tech, and Eastroc Beverage, ceased all cooperation with Mbappé, who also apologized for his comment. Satire about Mao, who ruled China from 1949 until his death in 1976, remains a social taboo, highlighting the risks for global athletes and brands operating in the lucrative Chinese market.
Following the remarks, China's state television halted broadcasts of all matches and events involving La Liga and Mbappé, while all advertisements featuring the player were removed. State broadcaster CCTV stated it would listen to Mbappé's apology but would watch what he does next. The controversy also impacted Western companies represented by Mbappé, as shares of Zurich-based brand On fell in New York before paring losses, and luxury goods group LVMH faced additional pressure amid a slowdown in China sales through partnerships with Dior and Hublot.
Real Madrid maintains about 97 million fans in China, making it the club's leading overseas market ahead of the United States, according to Nielsen Sports data. The club also counts Chinese companies Hisense and Roborock among its main sponsors. Observers noted that the rapid backlash over the perceived insult to modern China's founding leader underscores how little room for error remains for celebrities and global brands seeking to tap into the country's economy.
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