Mengniu, a dairy product manufacturer in China, has entered into a partnership with FIFA to become an official sponsor of the FIFA World Cup Qatar 2022.

The company is a previous sponsor of the 2018 FIFA World Cup Russia, and will now activate branding and promotional activities in FIFA World Cup Qatar 2022 stadiums, as well as activations across FIFA’s online and mobile channels.

Fatma Samoura, FIFA Secretary General, said: “We are delighted to welcome Mengniu back as an Official Sponsor of the FIFA World Cup. Mengniu is committed to promoting a healthier world through nutritious products and safeguarding a sustainable planet. 

“These values echo FIFA’s values of promoting healthy lives through football, as well as fair play. We look forward to strengthening our relationship with Mengniu and the wider Chinese market in the build-up to what will be a truly unique competition.”

“Continued investment in world-class sporting assets represents Mengniu’s determination to build stronger relationships with our consumers while embodying the values of sportsmanship and encouraging active engagement of football enthusiasts and wider audiences.”

Mengniu looks to aid the event in building stronger relationships with its consumers, whilst ‘embodying the values of sportsmanship’ and encouraging active engagement of football enthusiasts and wider audiences.

Jeffrey Minfang Lu, CEO of Mengniu Group, expressed his fondness of the collaboration expansion, adding: “It sits well with our five-year plan to develop Mengniu into an international dairy leader, a nutrition and health platform, a company with its strong cultural gene and its own sustainable development mode, and a brand loved by consumers across the world.”

Other sponsors of the FIFA World Cup Qatar include Budweiser, Hisense, McDonalds and Vivo, as the latter was also the sponsor of the 2018 tournament, as well as the FIFA Confederations Cup.

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