Full Breakdown
Mbappé’s Mao-meme comment sparks Chinese sponsor fallout
By Drooid · · How we work
In this breakdown
01
Core Event
On October 27, 2026 a video from the French talk show *The Bridge* circulated on X showing Real Madrid forward Kylian Mbappé answering a question about his favourite meme. The clip quickly went viral in China, prompting public outrage and corporate action.
02
Background & Context
In mainland China, jokes about Mao are deemed a breach of “national sentiment.” The Chinese Communist Party treats the leader’s image as a protected symbol, and past incidents—such as the 2019 NBA suspension after a Houston Rockets executive supported Hong Kong protests—show how swiftly the market can react. Mbappé’s meme entered an online tradition of portraying the footballer as a “dictator,” but the reference to Mao crossed a red line for authorities and consumers.
Visual evidence
Images from the story
03
Official Statements & Responses
- Mengniu announced, “With immediate effect our company is terminating all cooperation with Kylian Mbappé.”
- Milkground issued a similar condemnation, citing a zero-tolerance stance toward actions that offend national sentiment.
- RedNote noted that its content partnership with Mbappé had already ended on December 31, 2024 and that it would remove related promotional material.
04
Data & Statistics
- Three Chinese companies—Dongpeng Beverage, Mengniu Dairy and Milkground—publicly terminated their sponsorship agreements with Mbappé on the same day.
- State broadcaster China Central Television (CCTV) suspended all La Liga match broadcasts featuring Mbappé and removed his advertisements.
- La Liga’s four-year media-rights deal with China Mobile’s Migu, announced earlier in the year, underscores the league’s reliance on the Chinese market.
05
Impact & Why It Matters
The episode illustrates the financial risk for global athletes and sports organisations that depend on China’s consumer base. Mbappé’s endorsement portfolio, estimated at $30 million annually, now faces a shortfall from the lost deals. La Liga, which counts millions of Chinese fans among its audience, risks reduced broadcast revenue and brand exposure unless the dispute is resolved. The incident reinforces the broader lesson that cultural sensitivities in China can translate directly into commercial consequences.
06
Conflicting Reports & Gaps
While most outlets list three sponsors ending ties with Mbappé, a few early reports mentioned only two. The discrepancy stems from varying coverage of Milkground’s statement, which was omitted by some sources. No public comment has been received from Real Madrid or from the Chinese platforms that suspended Mbappé’s accounts, leaving the full scope of the fallout unclear.
07
Verbatim Quotes
- “My comment was ill-judged, and I now understand that it hurt many people in China and in Chinese communities around the world,” — Kylian Mbappé, France soccer captain
- “We are taking the measures within our reach and working directly with our partners and interlocutors in China to overcome this situation,” — Javier Tebas, La Liga president
- “With immediate effect our company is terminating all cooperation with Kylian Mbappé,” — China Mengniu
- “Our company firmly opposes and has a zero-tolerance policy towards any behavior that offends national sentiments,” — Beverage-maker Dongpeng
- “words and actions that hurt the feelings of the Chinese people will naturally be met with joint opposition from all sectors of Chinese society” — Lin Jian, foreign ministry spokesperson