Mbappé apologises in three languages but China keeps LaLiga TV blackout and sponsor backlash

Kylian Mbappé apologised on Tuesday in Chinese, French and English over a remark about Mao Zedong, while LaLiga president Javier Tebas met with the Chinese ambassador in Madrid to try to contain a crisis that has taken Spanish football off Chinese television. The official response from Beijing, however, points away from a quick reconciliation: state TV has set no date for bringing LaLiga matches back, and the main Communist Party media continue to take a very hard line against the Real Madrid forward.

• Three Chinese brands terminated their contracts with Mbappé after his remarks about Mao Zedong in an interview.
• CCTV suspended LaLiga broadcasts and is demanding that the league, Real Madrid and the player correct their mistakes.
• Tebas insisted China remains a strategic partner and highlighted the alliance with the Chinese Professional Football League until 2029.
• Official Chinese media turned the case into a warning for all foreign celebrities doing business in the country.
• Real Madrid has not yet issued its own public apology, according to the Chinese Football Association.

China's state broadcaster demands actions after Mbappé's apology

The China Media Group, the state-owned conglomerate that controls CCTV, received the footballer's apology but made clear that words are not enough. Its officials called on LaLiga, Real Madrid and the player himself to sincerely acknowledge what happened and correct their mistakes. For now, there has been no announcement on when Spanish league matches will return to their programming.

We will listen to his words, but above all we will watch his actions.

Communist Party media turn the Mbappé case into a warning for foreign brands

The People's Daily, the official newspaper of the Communist Party, published an editorial arguing that sporting talent and fame do not grant immunity when matters related to China's history and national identity are touched. The piece contends that a star's prestige can quickly become a burden for the brands that sponsor him, and that million-dollar contracts also depend on consumer trust and respect.

The editorial uses an expression common in nationalist propaganda: chi Zhongguo fan, za Zhongguo guo, roughly translated as eating from China's bowl and then breaking it. It is used against those who earn economic benefits in China while holding positions considered offensive. For the newspaper, the companies that have cut ties with Mbappé are defending their principles while also following commercial logic.

Doubts over Mbappé's future with Chinese sponsors

The Global Times, a nationalist daily with an English edition, ran an editorial with a blunt headline: Mbappé has fallen, and he deserves it. The newspaper argues that no international figure who disrespects China should continue to profit from its market and calls for stricter behaviour clauses in advertising contracts with foreign celebrities.

Zhu Meng, a Beijing-based sports commentator consulted by the Global Times, believes the forward reacted relatively quickly by publishing his apologies, but doubts that will be enough to win back his former sponsors. Rebuilding a damaged reputation in the Chinese market can take a long time, he warns, even if the player keeps performing on the pitch.

The China Daily, another widely circulated official newspaper, compares the attacker's speed on the pitch with how quickly the outrage has spread. It argues that global celebrities must understand the historical sensitivities of the countries where they do business, while also warning against turning any such controversy into an ideological clash between China and the West.

Tebas meets the Chinese ambassador to protect LaLiga's agreements

Javier Tebas held a meeting on Tuesday afternoon with China's ambassador to Spain, Yao Jing, to look for ways out of a conflict that threatens years of commercial and broadcasting agreements. The LaLiga president posted a photograph of the meeting alongside a message recalling the years of cooperation with Chinese sports institutions, companies and broadcasters.

China is and will continue to be a strategic partner for LaLiga.

Among the commitments cited by Tebas is the strategic alliance with the Chinese Professional Football League, in force until 2029, as well as agreements with the state-owned broadcasting group CMG. His concern is that an individual episode could damage relationships built over many years.

How the controversy started and China's immediate response

The controversy began when a clip from an interview Mbappé gave to the programme The Bridge spread on Chinese social media. Asked about his favourite meme, the Frenchman laughed as he recalled an image that placed his face on the body of Mao Zedong, founder of the People's Republic of China, whom he referred to as a Chinese dictator. He said he used to share the picture with his friends while playing video games.

In China it was seen as an insult to a central figure of the official historical narrative, and the response was swift. Three major companies, drinks maker Dongpeng, dairy giant Mengniu and cheese firm Milkground, announced they were ending their contracts with the player. Sports platforms removed videos and promotional material, and the social network Xiaohongshu restricted his account, which had more than a million followers.

The Chinese Football Association demanded formal apologies from both the player and Real Madrid, and the Ministry of Foreign Affairs stepped in, saying that remarks which hurt national feelings inevitably meet with rejection from Chinese society. As the controversy grew on Weibo, sports platform Dongqiudi announced it would not translate the remarks because it considered them offensive.

On social media, many users have rejected the player's apologies. The controversy also exposed a paradox linked to censorship: many internet users learned of the boycott without being able to watch the original video or understand exactly what Mbappé had said about Mao.

Real Madrid and the earlier Tibet precedent

Unlike the footballer and LaLiga, Real Madrid had not issued its own public apology so far. The Chinese Football Association maintains its demand that the Spanish club speak out about what happened.

The China Daily also recalls another recent clash between Real Madrid and Chinese nationalism. In August, the club faced criticism over a message of solidarity with the victims of floods and landslides in Nepal and Tibet. The newspaper objected that the wording placed Nepal, an independent state, and Tibet, under Chinese sovereignty, on the same level. The message was eventually withdrawn.