China has emerged as the economic winner of the global sports spectacle, even though its national team did not qualify for the finals. It is the largest exporter of sporting goods and equipment, accounting for more than 40 percent of the global market, with export value reaching hundreds of billions of yuan. Jerseys and memorabilia for superstar players like Lionel Messi, Cristiano Ronaldo, Kylian Mbappé, and Erling Haaland are all produced in Chinese factories to meet demand from fans worldwide. Meanwhile, Chinese brands such as Hisense and Mengniu use pitch-side advertising boards to elevate their image on the international stage. In addition, Chinese manufacturers show flexibility in quickly switching production lines from sports goods to items for other shopping festivals once the craze subsides.
China Mengniu Dairy CoMengniu uses pitch-side advertising to elevate brand image internationally, likely boosting product demand.
Hisense Kelon Electrical Holdings Co LtdHisense uses pitch-side advertising to elevate brand image internationally, likely boosting product demand.