December 1 – Qatar 2022 World Cup regional sponsor Mengniu has expanded its sponsorship footprint into European club football becoming an official regional partner in China for Paris Saint-Germain.
Mengniu Group is China’s leading dairy brand and has been expanding in south-east Asia. The group first embraced football sponsorship with a regional partnership for the Russia 2018 World Cup.
Mengniu Group said the sponsorship marked its “continued commitment to spread the happiness of sports and promote healthy lifestyle to consumers by relying on the great influence of football and internationally renowned football club like Paris Saint-Germain.”
Mengnui has signed PSG players Lionel Messi and Kylan Mbappe as brand ambassadors.
As part of the agreement, Mengniu Group aims use PSG know-how to help develop youth football talent in China, and “provide a broader platform and communication opportunities for Chinese football, and help more Chinese youth enjoy the fun of football.”
Executive President of Mengniu Group Li Pengcheng said: “It is an honor to be the partner of Paris Saint-Germain in China. Paris Saint-Germain is one of the most successful football clubs in Europe, with a world-class professional youth training system. We will work with Paris Saint-Germain and our brand ambassadors in the team to cultivate more football star in the future and bring more health and happiness to global consumers.”
Sébastien Wasels, Managing Director Asia-Pacific at Paris Saint-Germain, added: “We look forward to welcoming young Chinese players to the Paris Saint-Germain facilities to receive dedicated coaching by our PSG Academy coaches. Over the recent years and since the opening of its Asia-Pacific office in 2018, the Club has boosted its presence in China and across Asia through partnership deals with many leading Asian brands, establishing a network of stores, PSG Academies, and Esports teams, as well as organizing Summer Tours in Singapore, China, and Japan.”
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