A Review of Chinese Brands Involved with the FIFA World Cup Qatar 2022

On November 20, the FIFA World Cup Qatar 2022 opened. From manufacturing, brand marketing, cultural derivatives to event broadcasting, the stadium is full of Chinese elements.

Lusail Stadium, the main venue for this year’s World Cup, was constructed jointly by HBK Contracting and China Railway Construction Corporation. It is the first time a Chinese company has built a World Cup venue. Unilumin Group is a professional LED supplier in China and the official LED supplier of World Cup Qatar.

The 800 MW photovoltaic power station in Alcasa, Qatar, contracted by the Power Construction Corporation of China, was completed and put into operation, which helped supply green energy for the event. The super-large reservoir built by Gezhouba Group will provide clean drinking water for attendees while several companies participated in the construction of facilities related to World Cup, including Sany Heavy Industry Co., Ltd., a Chinese multinational heavy equipment manufacturing company, Changjiang & Jinggong, a steel structure products maker, and sling maker Juli Sling Co., Ltd.

When fans travel to the competition venues, they will be riding Chinese-made vehicles. New energy buses were introduced to the country’s vehicle fleets serving for World Cup for the first time. These 888 pure electric vehicles were provided by Yutong Bus, a Chinese enterprise, accounting for more than 25% of the total vehicles in operation.

According to an estimation by the Yiwu Sporting Goods Association, the southeastern Chinese city’s manufacturing exports account for almost 70% of the market share of the World Cup related-goods, such as football flags and the ornaments and pillows for the gold trophy.

SEE ALSO: China’s Yiwu Supplies 70% of Soccer-Related Products for Qatar World Cup

As of November 17, 19 Chinese sponsors have appeared in the World Cup, such as multinational conglomerate Wanda Group, appliance and electronics manufacturer Hisense, dairy products maker Mengniu Dairy, smartphone maker vivo, kitchen appliance maker Vatti, smart projection brand Dangbei, lifestyle sharing platform Xiaohongshu, and Cotti Coffee, a brand-new entrepreneurial project of Charles Lu, the former chairman of Luckin Coffee.

The appearance of short video platforms, metaverse and VR equipment will enrich the audience’s viewing experience. On November 14, Douyin, the official broadcaster of the 2022 World Cup in China, launched a special page for the event on the company’s popular short video platform. Migu, which is also the official broadcaster of the 2022 World Cup, previously announced that it will present the 8K live broadcast for the first time, and will create the first virtual interactive space for watching the game.