As reported by NetEase, the Chinese dairy giant Mengniu Group announced on Feb 23 that the brand had signed up football superstar Lionel Messi as its new brand ambassador. 

As of now, Mengniu has not yet disclosed any details about how it will activate this sponsorship deal with the Argentine superstar. However, this deal is seen as a significant step for the Chinese company following news that Mengniu had become a sponsor for the 2018 FIFA World Cup and this deal will play an important role in Mengniu’s World Cup marketing campaigns. 

At a press conference hosted in the China National Convention Center in Beijing at the end of December 2017, FIFA and Mengniu jointly announced that the latter had become one of the global official sponsors of the 2018 FIFA World Cup, making Mengniu the first ever dairy brand to become a global sponsor of a World Cup tournament.  

Under this partnership, 27 products covering Mengniu’s 4 categories will enjoy the rights to conduct marketing campaigns related to the 2018 FIFA World Cup. As Mengniu’s representatives disclosed, the group will spend RMB 2 billion on these marketing campaigns centering around the 2018 FIFA World Cup.  

What is interesting to note is that Mengniu’s strongest competitor Yili Dairy, a market leader in China, announced in May 2017 that it had become the official milk partner of Real Madrid. Three months later, Yili joined forces with the Beijing Organizing Committee (BOC) for the 2022 Winter Olympic Games, making the brand the official dairy partner of the 2022 Games. 

Founded in 1999 and based in Inner Mongolia, Mengniu Group is a manufacturer and distributor of dairy products and ice cream in China. Over the past years, Mengniu has become a strong player in sports marketing, agreeing partnerships with various sports organizations and events, such as NBA China and the Chinese boxing championships, Kunlun Fight.

Source: NetEase

Proofread by Raymond Fitzpatrick