Chinese Brands Tackle Euro 2024: Will They Score Big?

Football is everywhere in Europe. It’s building to a fever pitch as the game unfolds. At Euro 2024, Chinese brands are everywhere. You see them all around the football field. Vivo’s got mobile, AliExpress rules e-commerce, BYD is speeding ahead with EVs, and Hisense is our go-to for TVs. Whether football fans notice them is another matter. At least David Heckman is becoming Alibaba’s ambassador. Chinese brands are marching to Europe. What’s their game plan?

Chasing New Markets

Over the past decades, China’s booming economy fueled local companies, which only needed to keep pace with domestic demand to achieve a world-beating growth rate. But now, as domestic growth cools, these giants are eyeing markets abroad.

I chatted on CGTN London about this pivot. For the first time, Chinese firms must truly embrace the Western market, transforming from companies with international reach to brands with deep local resonance.

Scrutiny Comes With the Territory

As Chinese companies grow more prominent, they’re attracting more attention—and questions. Are companies like BYD offloading excess inventory in Europe? Do Temu, Shein, and AliExpress meet global standards for labor and safety?

Think about it: Euro 24 isn’t just a tournament; it’s a global stage synonymous with excitement and excellence. When companies connect their brands with these attributes, it boosts their overall image.

These brands are after an image makeover and compelling storytelling. They want to capture hearts and minds and win public support.

Building a Brand Takes Time

Having said that, a deep pocket alone is not sufficient. Sponsorship requires commitment in the long run, so a company’s image coalesces with the image of the event it sponsors.

Take Rakuten, for example. This Japanese titan doesn’t just throw money at sponsorships. It signed a landmark jersey sponsorship deal worth €220m over four years with FC Barcelona in 2017 to gain exposure to the club’s huge worldwide fan base. It then became the jersey patch sponsor of the NBA’s Golden State Warriors in 2017 and the league’s exclusive live game distribution partner in Japan. It also owns a Japanese professional baseball team, Tohoku Rakuten Golden Eagles, and a soccer club, Vissel Kobe. Rakuten is in for the long haul. Sponsorships aren’t just transactions. These are steady moves to weave Rakuten into the global sports narrative, pushing its image far beyond Japanese shores.

But beware, the sponsorship path is fraught with potential backlash.

Ooops! I did it again.

McDonald’s learned this the hard way as a longtime Olympics sponsor. It drew flak for promoting unhealthy choices at the 2012 London Games. Despite its efforts to promote healthier options on its menu, the sponsorship was seen by many as an endorsement of bad nutritional habits. Its exclusive fry-selling rights didn’t help, sparking a fry fury among other vendors.

Like all things, companies won’t get it right the first time, but just like Sony, Nintendo, and Toyota, a few Chinese brands will eventually get the hang of global branding. Until then, expect some missteps, faux pas, complaints, and embarrassment. So consumers—just relax. When some brands fail, remind yourselves it’s only entertainment. Enjoy the show.

Have a great game!

P.S. BYD’s push into Euro 2024 is no surprise. Last month, we launched the latest readiness indicator, and guess what? BYD is now neck and neck with Tesla. Check out this cool interactive graph and see for yourself.