After a single controversial interview clip, Kylian Mbappé has lost at least three endorsement deals in China, seen his image pulled from campaigns and faced restrictions on some platforms. Despite a public apology, the Real Madrid star now faces a big question about his commercial future in one of the world's most important sports markets.
A video that turned brands away
On 27 October 2026, several Chinese brands announced almost at once that they were ending their partnerships with striker Kylian Mbappé.
The trigger was an interview recorded ahead of the show The Bridge, in which Mbappé was asked about memes involving him. In the clip that spread online, the French player referred to an image splicing his face onto Mao Zedong and used a phrasing many found offensive.
The clip quickly sparked a backlash on Chinese social media. AFP initially said it could not independently verify the authenticity of the video. Mbappé later acknowledged that his comment was ill-judged and apologised. The reaction from commercial partners was almost immediate.
Three companies end their deals
Dongpeng, the beverage group behind the Bushuila electrolyte drink, said it was ending all cooperation with Mbappé from 27 October. The Real Madrid star had previously appeared on its products and campaigns.
Mengniu, one of China's largest dairy companies, announced a similar decision. Cheese maker Milkground also said it was ending its deal with the French player.
Some international brands removed promotional content featuring Mbappé on their Chinese channels. But pulling a post does not mean all of these brands have cancelled their global contracts.
More than lost deals: his image is restricted too
The fallout did not stop at the advertising deals. According to Chinese and international media, China Media Group — the state broadcaster that is the parent of CCTV — suspended broadcasts of Spanish football involving Mbappé and removed ads featuring him.
On the Xiaohongshu platform, Mbappé's account also faced interaction limits, and some media pages deleted content related to him.
However, there is no evidence that Mbappé has been permanently banned across the whole of the Chinese internet. The measures recorded so far differ in scope and duration.
If he loses the China market, how much is at stake?
According to Le Monde, the two deals with Dongpeng and Mengniu were reportedly worth about 50 million yuan in total, roughly 7 million US dollars. That is a reported contract value, not an audited net loss or a confirmation that the full amount will be lost. The companies did not disclose the real value of the deals.
Some Chinese outlets mentioned potential losses of hundreds of millions of yuan, but there is not yet enough public data to verify that figure. The potential damage could come from three sources:
- Endorsement income: the cancelled deals could cost Mbappé expected earnings, depending on payment terms.
- Future opportunities: brands may be more cautious about choosing him as an ambassador in China, at least in the short term.
- Commercial reach: with his image no longer widely visible, his ability to reach consumers there may fall.
Even so, the commercial damage in China should be kept separate from his football income and his overall global brand value. Contracts outside China do not automatically end because of this episode.
Mbappé apologises; La Liga and Chinese football react
On the evening of 27 October, Mbappé posted an apology in several languages. He admitted his comment was inappropriate and had hurt many people in China and Chinese communities abroad; he said it was not his intention and expressed respect for the Chinese people and their history.
La Liga also responded, saying it deeply regretted the offence caused to Chinese fans and stressing that the remark was made in a personal capacity and did not represent the league. On the Chinese side, the national football association said it had made formal representations to Real Madrid and asked both the player and the club for a public apology.
As of now, there is no confirmation that the brands which cut ties will restore their deals after the apology.
One remark, a whole commercial ecosystem shaken
The episode shows that a football star's commercial value is not decided only by goals or results on the pitch. For brands, an ambassador is tied to reputation, cultural fit and consumer acceptance.
When a controversy appears, the impact can spread from a personal contract to marketing campaigns, media platforms and sports partners. For Mbappé, the consequences are already clear: lost deals in China and reduced media presence there. Whether that lasts depends on public reaction and what happens next.
Mbappé remains one of the biggest stars in world football. What is unclear is how long it will take him to rebuild the commercial ties just broken in China.
Numbers to remember
| Item | Figure |
|---|---|
| Companies confirmed ending their deals | 3 — Dongpeng, Mengniu, Milkground |
| Reported value of the two deals | ~50 million CNY (≈ US$7 million) — an estimate, not a confirmed loss |
Frequently asked questions
- Which brands dropped Mbappé? — So far three Chinese companies have confirmed ending their deals: Dongpeng, Mengniu and Milkground.
- Is Mbappé fully banned from the Chinese internet? — There is no basis to claim that. What has been recorded is some ads being removed, account interaction limits and some broadcasts being suspended.
- How much money is Mbappé losing? — Media estimate the two deals with Dongpeng and Mengniu at about 50 million yuan (~US$7 million). That is a reported contract value, not an audited net loss.
