Three Chinese companies have ended their partnerships with the football superstar, while the fallout has reached Spanish football. The controversy reveals how national identity, commercial interests and political influence collide in the global economy.
By Ephraim Agbo
Kylian Mbappé is one of football's most recognisable superstars. His image sells products across continents, his performances attract millions of viewers, and his commercial appeal has made him valuable to companies seeking to reach global audiences. Yet a controversial remark about an internet meme depicting him as China's former leader Mao Zedong has triggered a commercial crisis in one of his important overseas markets. Three Chinese companies—Mengniu, Shanghai Milkground Food Tech and Eastroc Beverage—have terminated their partnerships with the French forward, while China's state broadcaster has reportedly suspended broadcasts of Spanish La Liga matches involving him and withdrawn advertising featuring the player. Mbappé has apologised, acknowledging that his comments were ill-judged and had hurt people in China and Chinese communities around the world.
The incident raises a question that extends far beyond football: when a global celebrity collides with a country's national sensitivities, who holds the greater power—the individual, the corporation or the market? The answer reveals something important about modern geopolitics. Economic power does not operate only through tariffs, sanctions and trade agreements; it can also emerge through the commercial consequences of public controversy. When a celebrity's words trigger a backlash in a valuable market, sponsors must protect their brands, sporting organisations must defend their commercial relationships, and businesses must calculate whether access to that market is worth the risks associated with the controversy.
How a Meme Became a Commercial Crisis
The controversy centred on a video circulating online from an appearance on the French podcast The Bridge. During the conversation, Mbappé was asked about his favourite internet meme featuring himself. He reportedly referred to an image of his face superimposed on that of a man he believed was a Chinese dictator, before the video showed an altered image of Mao Zedong. The remark appeared to connect with an existing internet trend in which Mbappé is portrayed as a dictator because of his influence within football teams. However, the reference to a Chinese political figure transformed what might have been understood as self-deprecating humour into a controversy with much broader implications.
The reaction in China intensified on social media, where users criticised the remark and called for commercial consequences. On 27 October 2026, Mbappé issued an apology acknowledging that his comment had hurt people in China and Chinese communities around the world. He expressed regret and said causing offence had not been his intention. But an apology cannot automatically reverse the consequences of a controversy once companies have decided that a commercial relationship has become a liability. The episode illustrates how a remark made in an informal setting can travel across borders, acquire new meaning and threaten business relationships before the people involved have time to respond. In the digital age, a celebrity's audience is global, but the interpretation of that celebrity's words remains shaped by local history, politics and culture.
Why Mao Zedong Remains a Sensitive Subject
Understanding the reaction requires examining Mao's place in Chinese history. Mao led the Chinese Communist Party to victory in the civil war and founded the People's Republic of China in 1949. His leadership remains central to the country's official account of its revolutionary origins and the establishment of the modern Chinese state. His legacy, however, is also associated with immense human suffering. The Great Leap Forward contributed to a catastrophic famine that killed tens of millions of people, while the Cultural Revolution brought widespread persecution and social upheaval. Mao's historical significance is therefore complex: he remains a foundational figure in China's official political narrative, even as historians have documented the devastating consequences of policies pursued under his leadership.
For many Chinese people, references to Mao can carry implications beyond those of an ordinary joke about a historical personality. They may be interpreted through the lenses of national identity, historical memory and respect for the country's political foundations. That context helps explain the intensity of the reaction, but it does not establish that every Chinese citizen interpreted the remark identically or supported the subsequent commercial decisions. The distinction matters because public outrage, national identity and government influence are related but separate forces.
Three Sponsors Walk Away
The immediate commercial consequences were substantial. Mengniu, one of China's largest dairy producers, Shanghai Milkground Food Tech, a cheese manufacturer, and Eastroc Beverage, a drinks company, announced that they were ending their partnerships with Mbappé. Their statements condemned words or actions that hurt the feelings of the Chinese people.
For these companies, the calculation was straightforward: the commercial value of the footballer's image had become entangled with a controversy that threatened to undermine their brands' reputations. Celebrity endorsements depend on association. Companies invest in athletes because their popularity, achievements and public image can make products more attractive, but when a celebrity becomes controversial, the same visibility can turn into a liability. Sponsors must then decide whether to defend the relationship, wait for the controversy to subside or terminate the agreement. In this case, three Chinese companies chose termination.
The precise financial consequences remain uncertain. Le Monde reported that two major sponsorship contracts were worth approximately 50 million yuan combined, equivalent to about €6.7 million, The actual cost could involve more than lost endorsement payments. Depending on contractual arrangements, there may be expenses associated with removing advertisements, replacing campaigns, changing packaging and rebuilding consumer confidence. Nevertheless, the larger point is clear: a celebrity's commercial value depends not only on popularity but also on whether companies believe association with that celebrity remains beneficial.
China’s Market Becomes a Source of Leverage
The controversy became more consequential when it reached Spanish football. China Media Group, which oversees state broadcaster CCTV, reportedly suspended broadcasts of La Liga matches involving Mbappé and withdrew advertisements featuring him. The broadcaster also indicated that it wanted a sincere apology and corrective action from the player and the organisations associated with him.
This widened the dispute beyond individual sponsorship contracts. La Liga depends on international broadcasting rights, sponsorships and overseas audiences to strengthen its commercial position. Real Madrid and other clubs benefit from international exposure, while advertisers use football to reach large and engaged audiences. A disruption affecting a major overseas market can therefore concern broadcasters, clubs, sponsors and the league itself, even when those organisations did not cause the original controversy.
This is where economic influence becomes visible. A large consumer market creates opportunities that foreign companies and celebrities want to preserve, and the greater the value of access, the greater the potential cost of losing it. Companies may consequently become more cautious about the conduct of the personalities representing them, while sporting organisations may seek reconciliation because they have audiences and revenue streams to protect. Such pressure does not require every decision to be directly coordinated by the state. Public criticism, corporate risk calculations and institutional decisions can reinforce one another, producing a powerful commercial response.
China is not the only country capable of exerting this kind of influence. Governments and consumers elsewhere also affect international business through regulation, boycotts and reputational pressure. What makes this episode significant is the combination of a commercially important market, a politically sensitive historical figure and institutions capable of affecting access to a major football audience.
Public Outrage Is Not the Same as State Power
It would be tempting to describe the episode simply as China punishing a foreign celebrity. That interpretation, however, overlooks the different forces involved. Three dynamics need to be separated: public reaction, corporate risk management and institutional influence. Chinese social media users criticised Mbappé, and some demanded consequences for his commercial partners. These reactions may reflect genuine offence, although online trends cannot establish what an entire population believes. Sponsors, meanwhile, had to consider whether continuing their partnerships would damage their brands. Their decisions may have reflected consumer sentiment, commercial interests and the desire to avoid further controversy.
The third dimension is institutional influence. The reported suspension of broadcasts by a state broadcaster took the dispute beyond individual consumers and private sponsorship arrangements. These forces can reinforce one another, but they are not identical. The available reporting establishes that three Chinese companies ended their partnerships with Mbappé, that broadcasting restrictions were reported and that the player apologised.
The power of a market often emerges not from one action alone but from the interaction of public sentiment, commercial incentives and institutional decisions. It also raises a broader question: when companies anticipate that public controversy could jeopardise access to a valuable market, how much freedom do their international representatives retain to speak without commercial consequences?
Not Every Company Responded the Same Way
The response to Mbappé was not uniform across his international partnerships. Swiss sportswear company On, which signed him in September 2026 after his long association with Nike, welcomed his apology and expressed respect for China. Other international partners, including hotel group Accor and Lego, did not immediately offer substantive public responses.
This contrast is important because it challenges the assumption that one controversy automatically destroys a global celebrity's commercial value. Companies operate in different markets and face different commercial pressures. A business with substantial exposure to Chinese consumers may assess the risks differently from one whose revenues depend less heavily on that market. Some may conclude that terminating a partnership is necessary; others may believe an apology is sufficient or that the long-term benefits of the relationship remain greater than the risks.
The contrast also demonstrates that commercial pressure is powerful but not uniform. The consequences for Mbappé should therefore be assessed carefully. His Chinese sponsorship relationships have suffered serious damage, but the available evidence does not establish that all his international endorsements are threatened or that his overall wealth has been substantially reduced. His sporting reputation and commercial future will depend on developments beyond this single controversy.
The NBA’s 2019 China Dispute Offers a Warning
The episode recalls the dispute between China and the National Basketball Association in 2019. Daryl Morey, then general manager of the Houston Rockets, expressed support for Hong Kong's pro-democracy protesters in a social media post. The statement triggered a major backlash in China, with broadcasters and commercial partners suspending or withdrawing support for the NBA. The controversy demonstrated how a political disagreement could threaten the commercial relationships of an international sporting organisation.
The circumstances differed from Mbappé's case. Morey's statement concerned an active political dispute, whereas the footballer's remark emerged from a conversation about an internet meme. The incidents can not be treated as identical. Their common lesson, however, is clear: sporting organisations that cultivate large overseas markets can find their commercial interests entangled with political and cultural sensitivities they cannot fully control.
The NBA dispute also exposed the risks of dependence on international revenue. When access to a major market becomes vulnerable, an organisation must weigh the costs of defending a position against the financial consequences of losing commercial opportunities. For international sports organisations, diversification is therefore more than a growth strategy; it can also reduce vulnerability to disputes in any single market.
What Global Brands Should Learn
The Mbappé controversy offers four practical lessons for international businesses. First, global fame does not eliminate cultural differences. A personality admired in one country may encounter historical or political sensitivities in another that the celebrity or commercial team has underestimated. Second, crisis management must begin with verification. Companies should establish what was said, examine the context and assess the evidence before making decisions that could themselves create additional reputational problems. This is particularly important when controversial videos circulate online.
Third, market concentration creates vulnerability. Companies that depend heavily on a particular country for revenue, visibility or strategic growth may have less room to manoeuvre when a dispute arises. Fourth, commercial decisions should be proportionate. Businesses must take customer concerns seriously, but they should also distinguish between verified conduct, online interpretation and institutional demands. Reacting too quickly can create problems of its own.
These lessons extend beyond football to entertainment, fashion, technology and multinational business. Wherever companies rely on public figures to represent their brands, the words and actions of those individuals can influence relationships across borders. The challenge is to respect cultural differences while preserving the capacity for independent judgment.
Who Really Holds the Power?
Mbappé's China crisis began with a remark about an internet meme. It escalated into a dispute involving Chinese companies, a state broadcaster and one of Europe's most prominent football competitions. The footballer has apologised, but the commercial consequences demonstrate how vulnerable celebrity partnerships can become when they collide with national sensitivities.
The central issue is not whether China should be immune from criticism or whether a foreign celebrity should be free from the consequences of his words. It is how economic dependence shapes the behaviour of international businesses and public figures. Mbappé possesses sporting prestige and international recognition. His sponsors possess the resources to choose whom they represent. China possesses a market whose importance gives its consumers and institutions substantial influence over foreign commercial interests. Each actor exercises a different kind of power.
The episode does not prove that China can dictate every decision made by international companies. Nor does it establish that all commercial responses were politically directed. It demonstrates something more specific: when access to a market becomes sufficiently valuable, the cost of losing that access can influence decisions far beyond the original controversy.
In global business, fame opens doors, money creates incentives and markets create leverage. Mbappé's experience shows what happens when all three collide.