If you’re tuning into Euro 2020 this summer, you might’ve spotted some unfamiliar names alongside the football frenzy: Alipay, Vivo, Hisense, and TikTok. These Chinese brands make up one-third of the tournament’s 12 main sponsors, outshining companies from other nations. From digital payments to viral videos, these giants are scoring big on the global stage. 💸📱
Why Football? ⚽
Alipay, operated by Ant Group, secured an 8-year deal as UEFA’s official global payment partner. Aaron Wang, Ant Group’s sports and culture lead, told us: \"Football bridges people worldwide. Fans in all 11 stadiums can use Alipay—making games smoother for everyone.\" The company even hinted at expanding into basketball and table tennis next! 🏓
Digital Goals & Shifting Trends 📈
Experts say Chinese brands’ Euro 2020 presence reflects a new playbook in advertising. Alistair Gammell of Threepipe Reply notes mega-events like the Euros let brands \"immediately reach billions\" while showcasing innovation. Post-pandemic, digital-first companies like TikTok and Alipay are doubling down on engaging fans online. After all, who needs billboards when you’ve got hashtags and viral challenges? 🌐✨
