As Western firms have begun to desert Fifa due to the corruption scandal, Chinese firms have seized the opportunity to “to get their brands in front of billions of global eyeballs”.
It has been noted that companies are more willing these days to take a stand (see also ABC cancelling a sitcom because its star is racist). But this appears to be a western phenomenon.
Chinese firms seem to have no qualms around being associated with Fifa. Perhaps this is a dimension to keep an eye on as China becomes more and more important on the global stage.
This year’s Fifa World Cup provides a unique opportunity for little-known Chinese companies to get huge amounts of exposure to global consumers.