2022 World Cup: Mengniu Group (dairy products, CHN), official sponsor of the tournament in Qatar

Mengniu Group, a Chinese producer of dairy products, has become an official sponsor of the 2022 World Cup in Qatar, announced FIFA on 25/10/2021. The competition will take place in the emirate from 21/11 to 18/12/2022.

This is a second level partnership in the sponsorship hierarchy of the first football World Cup organised in the Middle East. "Mengniu, which was previously an Official Sponsor of the 2018 FIFA World Cup Russia, will activate branding and promotional activities in FIFA World Cup Qatar 2022 stadiums, as well as activations across FIFA's online and mobile channels," said the body.

With this partnership, China becomes the number 1 commercial partner of the FIFA World Cup, with four 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), the American beer brand Budweiser belonging to the Belgian beer company AB InBev.

Mengniu Group invested CHY 1bn (€128m) to promote its brands for the 2018 World Cup (161 products for 27 brands). At the end of the 2018 fiscal…