Chinese yoghurt and ice cream for 2018 FIFA World Cup in Russia

first_imgFIFA announced that China Mengniu Dairy Co., will become the official supplier of drinkable yoghurt and pre-packaged ice cream at next year’s World Cup in Russia.The world governing body for football has signed the agreement on Wednesday, which makes China Mengniu Dairy Co., the fourth company from China to sign a deal with FIFA after Dalian Wanda, Hisense and Vivo.Even though the Chinese national team hasn’t qualified for the 2018 Russia World Cup, that hasn’t stopped companies from backing the World Cup in Russia.FIFA said in a statement that Mengniu would be “the official drinkable yoghurt and pre-packaged ice-cream of the FIFA World Cup and the official milk and powdered milk of the FIFA World Cup for Greater China.””Mengniu is one of the biggest dairy producers in the world and is a strong brand in the Chinese market. Growing the game worldwide is one of our key priorities,” said FIFA’s chief commercial officer Philippe Le Floc’h.Wanda is a so-called tier one partner, meaning they receive the highest sponsorship rights, including rights to all FIFA competitions and corporate activities up to and including the 2030 FIFA World Cup.Mengniu, Vivo and Hisense are so-called tier-two partners who have sponsorship rights for the tournament in Russia.FIFA is trying to recover from the worst corruption scandal in its history and has been struggling to sign up sponsors since several dozen football officials, including several in senior FIFA positions, were indicted in the United States in 2015 on corruption-related charges.FIFA offers a maximum of 36 sponsorship slots and it still has around half of those open six months before the tournament in Russia.advertisementFIFA needs sponsorship to help reach its target of a $100 million surplus for the four-yearly cycle ending at the 2018 World Cup.It is also under pressure to increase its revenue after president Gianni Infantino, elected last year, promised to increase payouts to its 211 member federations to develop the sport.(With inputs from Reuters)last_img read more