FIFA has signed an agreement with the Mengniu Group, a market leader in dairy products in Greater China, to become the latest Official Sponsor for the 2018 FIFA World Cup in Russia.
The announcement was made yesterday, December 20 in the China National Convention Centre in the presence of Mengniu Group CEO Jeffrey Lu and FIFA Chief Commercial Officer Philippe Le Floc’h.
The agreement covers four categories of Mengniu’s products, making the Group the Official drinkable yoghurt and pre-packaged ice cream of the FIFA World Cup and the Official milk and powdered milk of the FIFA World Cup for Greater China.
The Mengniu Group will use its extensive sponsorship assets to give a unique opportunity to its customers to experience the FIFA World Cup in Russia next summer.
Their branding will appear on all key promotional platforms, such as FIFA’s digital channels, LED boards, and match tickets.
“Mengniu is one of the biggest dairy producers in the world and is a strong brand in the Chinese market. Growing the game worldwide is one of our key priorities, and we now have another strong Official Sponsor in such an important region,” said Le Floc’h. “Naturally, we will also benefit from the fact that Mengniu’s business appeals to children and youngsters, giving us the opportunity to engage with a new generation of football fans.”
“Thanks to our sponsorship of the FIFA World Cup, we have an opportunity to reach an even bigger global market and, more importantly, to showcase the Chinese dairy industry to the whole world,” said Lu. “This is not only a proud moment for Mengniu, but also for the Chinese dairy industry as a whole.”