2018 World Cup: Chinese Mengniu Group (dairy products) becomes official sponsor of the tournament

Mengniu Group, a Chinese producer of dairy products, has become an official sponsor of the 2018 World Cup, on 20/12/2017. This is a second level partnership in the sponsorship hierarchy of FIFA and the World Cup in Russia.

The agreement makes Mengniu Group an official partner of Russia 2018, at the global level, in two product categories: drinkable yogurt and pre-packaged ice cream. In addition, Mengniu Group has become the official milk and milk powder of the 2018 World Cup in China.

The brand will also gain visibility on all event promotion platforms, including FIFA's digital assets, LED boards at the World Cup stadiums, and on match tickets.

With this partnership, the People's Republic of China has become the main commercial partner of the FIFA World Cup, with four Chinese companies (Wanda Group, Hisense, Vivo, and Mengniu Group) among the sponsors of the competition, ahead of the United States (The Coca-Cola Company, Visa, and McDonald's), as the American beer brand Budweiser belongs to Belgian conglomerate AB InBev.

FIFA expects two additional sponsors for the 2018 World Cup…