Mbappe controversy rattles sponsors: How China’s consumer backlash can hit global brands and stocks

Kylian Mbappe’s perceived slight toward Mao Zedong sparked backlash in China and prompted a public apology, putting the value of his sponsorships under scrutiny. The episode reflects the risks global brands face in China, where perceived insults have triggered consumer backlash.

French football star Kylian Mbappe's perceived insult to the founder of People's Republic of China Mao Zedong has led to strong reactions from the country, forcing the World Cup winner to apologise publicly.

This episode highlights how carefully international brands have to tread in China, which is the second biggest consumer marker in the world. This is a place where an offhand remark against something or someone the Chinese people hold in high regard can lead to massive consumer backlash.

Shares of On Holding AG, Eastroc Beverage Group Co. and China Mengniu Dairy Co., all of which are sponsors of Mbappe, fell on Tuesday as investors weighed the impact of how a high-profile endorsement lost its value almost overnight in the country.

Quick answers to key questions

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QUESTIONS

A comment about a meme featuring Mao Zedong was seen as hurtful to Chinese people. Dongpeng, Mengniu and Milkground said they opposed words or actions that hurt national sentiment and terminated their agreements with Mbappe.

Backlash can lead to boycotts, removed promotions and brands ending partnerships. Shares of some Mbappe sponsors, including Eastroc Beverage and Mengniu, fell as investors assessed the impact.

The article cites Dolce & Gabbana, Swatch, Coach, Givenchy and Mercedes, as well as the NBA. Their controversies involved advertising, product descriptions or public comments viewed as offensive or politically sensitive.

Mbappe apologised, saying his comment was ill-judged and that he respected the Chinese people and their history. The article says it remained unclear whether the apology would reverse brand decisions or calm the online reaction.

Here are some other companies that have faced similar backlash in China:

1. Dolce & Gabbana: A fashion show in Shanghai had to be cancelled by D&G after it faced backlash from Chinese celebrities over an advertisement that depicted a Chinese woman having a difficult time to eat pizza with chopsticks.

2. Swatch: Swiss watchmaker Swatch had to issue an apology in 2025 and take down an ad in which an Asian made model pulled the corners of his eyes up and backwards in a "slanted eye" pose, which was perceived as a racist attack on Asian features.

3. Coach and Givenchy: The brand ambassadors of these two companies in China cut ties with them in 2019 over products they claimed were identifying Taiwan and Hong Kong as countries and not territories of the PRC.

4. Mercedes: The carmaker had to apologise to the Chinese people after it quoted the Dalai Lama in an Instagram post alongside one of its luxury cars.

5. NBA: China is one of the biggest markets of the NBA, and when a Houston Rockets official posted a tweet in 2019 in support of the pro-democracy protests in Hong Kong, Beijing did not take it lightly.

The NBA had to issue a statement regretting the tweet, and this move in turn angered some politicians in the US, who said this was censoring of free speech. The incident challenged the decades-long partnership between the NBA and the CCTV, China's state broadcaster, causing a blackout of 18 months which ended in 2022.

The NBA has earlier played pre-season matches in China, but the touring was stopped for six long years post this incident, resuming only last year.