Mengniu, the major Chinese dairy firm, has extended its significant commercial tie-up with global soccer’s governing body FIFA until 2030.
The renewal entails Mengniu sponsoring the three FIFA World Cups following the ongoing women’s edition in Australia and New Zealand. These are the men’s editions in 2026 (Mexico, the US, and Canada) and 2030, and the FIFA Women’s World Cup in 2027.
The dairy behemoth is already a partner of the ongoing WWC under a deal struck a few weeks ago.
Mengniu has also previously partnered with FIFA for the men’s World Cups in 2018 (Russia) and 2022 (Qatar).
Across the upcoming tournaments, the company will “lead comprehensive brand promotions and marketing activities.”
FIFA has said the new tie-up “marks another exciting collaboration between Mengniu and FIFA as the two organizations continue to bring their own vision of health and happiness to consumers worldwide.”
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Romy Gai, chief business officer at FIFA, commented: “Mengniu is a world-class dairy brand that provides vital support for people’s health through its nutritious and delicious products. In recent years, Mengniu has also been committed to promoting the development of global sports. We look forward to rejoining forces with Mengniu and delivering even more exciting football spectacles to fans worldwide at FIFA’s upcoming flagship tournaments for both women and men.”
Jeffrey Lu, chief executive and the executive director at Mengniu, added: "The FIFA Women’s World Cup and FIFA World Cup will continue to serve as important platforms to showcase Chinese brands to the world. Alongside FIFA, Mengniu will always uphold its original vision of ‘a little bit of nutrition to bloom every life’ by sowing football dreams with high-quality dairy products, nurturing people’s love for a healthy lifestyle, and bringing more health and happiness to consumers on and off the pitch.”
Brands to have renewed with FIFA in recent months include fast food heavyweight McDonald’s and global brewing giant AB InBev (through its Budweiser brand). Both firms have struck deals through the 2026 men’s World Cup.
FIFA’s sponsorship stable also comprises Adidas, Coca-Cola, Visa, and Hyundai-Kia.
The governing body has also brought on a significant number of brands as specific partners for the Australia and New Zealand WWC, including Unilever, Jacob’s Creek, Claro, Roblox, and the short-form video platform TikTok.
That 32-team tournament, held across 10 Australian and New Zealand venues, has now reached the knockout stages.
Mengniu, meanwhile, also has a commercial deal in place with Paris Saint-Germain, champions of French men’s soccer’s top-tier Ligue 1.