Mbappé loses Chinese sponsors and state TV drops La Liga broadcasts over Mao meme

Three Chinese companies announced on Tuesday the immediate termination of their commercial agreements with Kylian Mbappé after the Real Madrid forward acknowledged in an interview that he enjoys memes superimposing his face onto Mao Zedong. State broadcaster CCTV also suspended La Liga broadcasts on Monday night and removed all advertising and video content featuring the French player, a decision that underlines China's sensitivity to any satirical depiction of its historical leaders.

• Dongpeng Beverage, Mengniu and Milkground end their sponsorship deals with Mbappé.
• CCTV suspends La Liga broadcasts and pulls advertising featuring the forward.
• The player admitted laughing at a meme using his face on a portrait of Mao Zedong.
• Satire of historical leaders in China is prosecuted as defamation of heroes and martyrs.
• The controversy adds to recent friction between Spanish football and Chinese authorities.

CCTV cuts La Liga signal and removes Mbappé advertising

China's public broadcaster stopped airing the Spanish league on Monday night, a move that also affects content linked to the French international. The news was first reported by local outlet The Paper, citing sources close to the state network. The suspension includes the withdrawal of all advertisements and videos featuring the Real Madrid player.

It is an unusual step for China's public television network, which holds broadcasting agreements with several major European leagues. The decision comes as the meme blending Mbappé's image with Mao Zedong had gained traction on Chinese social media among fans who mock the forward.

The three companies that have cut ties with the French forward

Dongpeng Beverage, through its main account and that of its Bu Shui La brand, issued statements on Weibo confirming the immediate end of its commercial relationship with the footballer. The company cited a zero-tolerance policy towards behaviour that harms national sentiment, although it did not point to a specific incident as the trigger.

Mengniu and Milkground followed with similar announcements. Mengniu, one of China's leading dairy groups, has a strong presence in global sports sponsorship with deals linked to the football World Cup, the International Olympic Committee and Lionel Messi. Milkground had also used Mbappé's image in its campaigns. Both companies expressed their opposition to any conduct considered offensive to the Chinese people.

Bu Shui La adverts featuring the Real Madrid striker had been highly visible on billboards, buses and lifts in Chinese cities, particularly during the summer of the 2026 FIFA World Cup.

What Mbappé actually said about the Mao meme

The wave of contract terminations follows the spread of an answer given by the French footballer in a recent interview when asked about his favourite meme. Mbappé said the one that had made him laugh the most was the one using his face on a Chinese dictator, adding that he shared it often with his friends. He did not mention the name of any specific leader.

In recent months, an image superimposing Mbappé's face onto a portrait of former Chinese leader Mao Zedong has circulated widely on social media among fans around the world. In China, satire about former leaders and figures linked to the Communist Party is prosecuted under the crime of defamation of heroes and martyrs.

Spanish football's strained relationship with Chinese authorities

The Mbappé controversy follows a series of recent clashes between Spanish clubs and Chinese official media or authorities. In September, official Chinese outlets criticised Real Madrid over a social media post that mentioned Nepal and the Tibet region together after a flood, a wording deemed incorrect for treating the two territories as equivalent.

In April, FC Barcelona apologised in China after an image featuring the Taiwan flag appeared on a third-party page linked to its international academy. Weeks earlier, Real Madrid posted an apology on Weibo attributed to defender Dean Huijsen after the player reposted Instagram content described as racist and offensive towards Asian people.

What Mbappé stands to lose in the Chinese market

China represents a highly valuable advertising market for European football stars, both through the reach of its dairy and beverage brands and the audience that La Liga draws nationwide. CCTV's decision to drop Spanish league broadcasts reduces Mbappé's exposure, and that of other players, in one of the world's largest audiovisual markets.

The coordinated announcements by three major sponsors on the same day show how little room Chinese companies allow for any gesture that could be interpreted as disrespect towards the country's historical symbols. Neither Real Madrid nor the player's representatives have publicly commented on the termination of the contracts so far.