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Summary of article:
Mbappe’s mention of Mao Zedong-related memes in an exclusive interview was considered offensive in Chinese public opinion, resulting in the brand contract being terminated, products being removed from shelves and the price of the jersey falling, which also affected the commercial interests of Real Madrid and La Liga.
la liga real madrid french starmbappe (Kylian Mbappé) was interviewed by the French online program “The Bridge Show” and mentioned that one of his favorite internet memes is the “Mao Zedong Face Swap” picture where the face is synthesized onto the image of Mao Zedong. This sentence was collectively boycotted by Chinese state media and netizens as an “insult to China”. Although Mbappé, La Liga and Real Madrid successively apologized, the anger of Chinese public opinion has not subsided.
The controversy has turned from a public opinion dispute into a real financial loss: many Chinese brands have collectively terminated their contracts, causing them to lose about 40% of their steady business income. Official media even warned that he could face “astronomical” compensation; The price of the jersey has dropped by up to 90% in the second-hand market, and some netizens filmed the burning jersey. Let’s look first at the skyrocketing bills and public anger, and then go back to sort out the whole story and the stances of all parties.
This collective termination of contract will have a direct impact on Mbappé’s source of income:
Annual endorsement income: According to the Financial Times, Mbappe’s annual endorsement income in China is about 22 million euros (about RMB 160 million), accounting for about 38% of his global commercial income. Mass termination of the contract is equivalent to a direct loss of approximately 40% of his stable income.
·Another estimate: According to the analysis of the American sports business media “Sportico”, Mbappé’s global sponsorship income this season is about US$30 million (about RMB 200 million), of which the endorsement fees contributed by Chinese brands account for at least one third.
· Long-term losses: Sports economic experts bluntly said that if it completely loses the long-term business opportunities in the Chinese market, the potential future business losses will start from “at least US$100 million” (about 667 million yuan).
· Liquidated damages: China News Service’s “Guozhi Express” released an article saying that Mbappé may face unimaginable “astronomical figures” in compensation. The report said that after the brand terminated the contracts en masse, the bills started skyrocketing.
