Chinese dairy manufacturer Mengniu has signed as the official sponsor of the FIFA World Cup 2022 in Qatar. Former official sponsor of the 2018 Football World Cup in Russia, Mengniu will benefit from advertising and marketing activities at Qatar world cup 2022 forums, as well as activating all of the FIFA World Cup online and mobile channels.
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The agreement was signed by sports consultant and former IOC chief marketing officer Michael Payne, in partnership with China’s Shankai Sports Association. Commenting on the deal, Fatma Samoura, General Secretary of FIFA world cup, said the federation was looking forward to strengthening our relationship with Mengniu and the wider Chinese market.
Jeffrey Minfang Lu, chief executive of Mengniu Group, said the continued investment in world-class sports products represents Mengniu’s determination to build strong relationships with our customers while incorporating sports standards and promoting active participation of football fans and spectators.
He added: It builds on our successful partnership with FIFA at the 2018 FIFA World Cup in Russia, and goes hand in hand with our five-year plan to develop Mengniu into an international dairy leader, food and health platform, a powerful company. a cultural element and its sustainable development model, as well as a product that is popular with consumers around the world. For more to know about Qatar World Cup tickets Click here.
Mengniu’s product list includes powdered and liquid milk, yogurt, pre-packaged ice cream, cheese, butter, and other dairy products. In July 2019, the company teamed up with Coca-Cola Company to sign a joint Olympic sponsorship agreement worth more than $ 3bn (€ 2.7bn) in three Olympic rounds, from 2021 to 2032, making it the largest sponsorship deal in history.
Michael Payne, who also helped trade the Olympics, said the dairy company was encouraged to follow the agreement of its partners around the world because of the positive results of its 2018 Football World Cup sponsorship.
Mengniu and FIFA’s experience has been incredibly successful, Payne told a website channel. They wanted to see how they could continue with that through the Olympics and there was already an existing working relationship with Coca-Cola, which, without a doubt, went beyond just sports cooperation. With Mengniu added to FIFA’s portfolio, there are now some Qatar World Cup sponsors, with only tournament rights.
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