ไทย
English
中國人
Kylian Mbappé faces potential losses of up to $30 million in annual sponsorship income after being dropped by several Chinese sponsors following a social media controversy of his own inadvertent making.
The Real Madrid star sparked outrage among millions when footage emerged of him reacting to a meme featuring his face digitally placed over an image of Mao Zedong, who led the People's Republic of China from 1949 to 1976. Mbappé avoided naming the late and divisive historical figure directly, instead describing him as "a guy ... I think he was a Chinese dictator."
Referring to a figure still widely revered as a "dictator" was deemed deeply offensive and, according to several brands that have since severed ties with Mbappé, it "hurt the feelings of the Chinese people."
Mbappé had been linked to prominent Chinese brands spanning various industries, with his image featured in promotions for everything from drinks companies to dairy producers.
Mark Dreyer, author of Sporting Superpower, a book exploring China's sporting ambitions, told The Guardian that those agreements could be valued at "as much as $30 million per year."
"As soon as someone else has decided you've crossed the line, it's a race to who can cut ties quickest, who can be the most patriotic," Dreyer explained. "Then you have to kiss the ring—there really is no other way if you want to stay in the market."
What Was So Bad About What Kylian Mbappe Said
The launch of the 'Great Leap Forward,' an ambitious industrialization campaign that came at the cost of private food production, coincided with a catastrophic famine. The National Library of Medicine estimates that 30 million people perished in what "was largely a manmade catastrophe for which Mao Zedong bears the greatest responsibility."
Yet, even more than half a century on, criticizing Mao remains a deeply sensitive subject.
"You don't need to think like a Chinese person to succeed in China, but you do need to understand how Chinese audiences will react and the cultural implications of not self-policing," MGI Group founder Michael MacRitchie, who regularly brokers deals between international celebrities and Chinese brands, told Reuters.
Zak Dychtwald, founder of BridgeWorks Global, a multinational organization advisory firm, added: "If you are participating in this market, the expectation is that you respect China's self-narrative and you have a basic understanding of what it is. Red line education should come at the foundation of it." Mbappé had evidently not done his homework.
Mbappe's Apology Receives Mixed Response
Mbappé issued an apology on Tuesday that was acknowledged positively by the government. Foreign ministry spokesperson Guo Jiakun stated: "We take seriously the apology the individual concerned has made."
However, the fallout extends beyond the player himself. China Central Television (CCTV), the state broadcaster that airs La Liga coverage, swiftly suspended all Real Madrid fixtures.
China Media Group (CMG), the parent body overseeing CCTV, issued a pointed follow-up statement. "We believe that Mbappé's outrageous remarks have harmed the Chinese people, crossed a line, and exceeded the scope of freedom of speech," it read.
"Mbappé is a Real Madrid player, and the club bears significant responsibility. Therefore, we do not accept Real Madrid's explanation that Mbappé 'never intentionally offended and asserted that players have the right to express their personal opinions,' and we do not accept Real Madrid's attitude."
How this situation will ultimately resolve remains unclear, but Mbappé and Real Madrid would not be the first Western sporting figures to run afoul of China. Former Houston Rockets general manager Daryl Morey voiced support for anti-government demonstrations in Hong Kong in 2019, prompting China to withdraw all sponsorships and broadcast coverage. ESPN estimated the financial damage at somewhere between $150–200 million.
By that standard, Mbappé has escaped relatively unscathed.