From elevators to mascot products, Chinese companies are gaining a higher degree of exposure at international sports events.
Products of World Cup mascot Zabivaka are all made by a Chinese manufacturer
Chinese football fans have bought more than 40,000 tickets for the 2018 FIFA World Cup, the 9th biggest buyer among their global peers, according to the Federation of International Football Associations (FIFA).
Other Chinese elements, such as sponsors, will also be present at the sporting event. According to statistics, of the 17 World Cup sponsors, five are Chinese companies including phone maker VIVO, Mengniu Dairy and Hisense.
Chinese enterprises have changed the previous situation in which U.S. and Japanese companies were the only sponsors of such events as the Olympic Games and World Cup.
A Chinese enterprise named Fude is the only authorized foreign manufacturer and seller of World Cup mascots outside of Russia. The silver commemorative coins of the World Cup are also made by a Chinese manufacturer.
Silver commemorative coins of the World Cup
China’s elevator company Bolinte has also won the bid to produce 67 elevators for two World Cup venues. The company has been infiltrating the Russian market leading up to the World Cup. It already has more than 2,700 elevators functioning inside various Russian buildings.
Therefore, the Chinese company had the upper hand before the bidding started. Like Russian agencies have said, they’ve learnt the strengths of the Chinese company based on the latter’s performance in their country.
Construction site of the Chinese-made elevator
In addition, some 100,000 Chinese crayfish are now on their way to Moscow to add extra Chinese flavor to the sporting event. However, that number may be insufficient for Chinese fans who will have to share them with football fans from other countries.
Nearly 39,000 Chinese football fans have reportedly applied for Fan IDs which will grant them visa-free entry to Russia during the World Cup.
To welcome Chinese fans, the Chinese and Russian sides have jointly built a China house, which will also introduce the 2022 Beijing Winter Olympics Games and present Chinese culture and food to the Russian people.