Mbappé's China row threatens LaLiga's €400m media deal

Mbappé's comments about a meme depicting him as a Chinese dictator have triggered broadcast suspensions and sponsor cancellations, threatening LaLiga's €400m media deal in China through 2030.

Kylian Mbappé's remarks about finding humorous a meme showing him as a Chinese dictator have sparked a major diplomatic and commercial crisis. The image, which superimposed Mbappé's face onto a portrait of Mao Zedong, was officially treated in China as mockery of a central historical figure and an offense to Chinese citizens.

The fallout has been swift and severe. China Media Group (CMG) has suspended LaLiga broadcasts on its platforms, while China Mobile's Migu service has pulled only the Racing-Real Madrid match for now but kept other fixtures. Three of Mbappé's Chinese sponsors—Dongpeng/Eastroc (Bushuila beverage), dairy group Mengniu, and cheese maker Milkground—have cancelled their contracts with him, representing an estimated €6.7 million in lost endorsement deals. Additionally, Mbappé's accounts on Chinese social platforms Weibo and Xiaohongshu have been restricted, and sportswear brand On has removed his content from its Chinese channels.

LaLiga president Javier Tebas is attempting to de-escalate the crisis, having met with China's ambassador to Spain and potentially planning a trip to China. The stakes are enormous: LaLiga's television business in China could reach €400 million through 2030, equivalent to roughly €100 million per season. While apologies from LaLiga, Tebas, Mbappé, and Real Madrid have been issued, they have not yet restored suspended broadcasts.