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Michael Church

If this World Cup was being seen as Russia’s opportunity to open up to the international community, Chinese businesses have been quick to hijack the global platform to sell their wares to the world.
No World Cup past or present has had a Chinese presence as strong as Russia 2018, with the nation’s companies at the forefront of a very public push for prominence.
On perimeter signage and video screens, at promotional booths in the forecourt of the main venues as well as on television and around Moscow, the sight of Chinese characters and the sound of Mandarin voice-overs is inescapable.

Corporate China has come out to play like never before.
But in many instances mystery remains.
“So what is Wanda? What do they do?” asks Jim, resplendent in his green Northern Ireland shirt outside the Luzhniki Stadium.
“We see them all over the World Cup, but we’ve no idea what they are.”

It is not a question that is being readily answered at the booth of the Chinese conglomerate as thousands of fans stream past, on their way to watch Mexico score a surprise win over reigning world champions Germany.
Entertainment is offered for the fans who choose to stop and seek some respite from the toasty temperatures, but there’s little suggest fans are engaging with one of the China’s biggest conglomerates.

With interests as diverse as property development and cinemas, Wanda may be making their presence felt both outside the grounds and on the signage around the pitch, but they seem to be making little effort to educate anyone on what they do.
All it does is add to the sense the company – which also owns Infront, who sell Fifa’s broadcast rights globally – is involved for political rather than commercial reasons.
Fifa World Cup: Manchester United legend Ryan Giggs tips Marcus Rashford to star, even if it means England have to do well
Hisense and Vivo at least have no such issues. As consumer facing brands with products to sell, the television screens and mobile phones the respective companies manufacture are on display for anyone wanting to touch and feel the products.
Precious few, though, seem bothered. An interactive robotic football game at the Vivo booth sits unused and the phones seem to be attracting little interest.

When there is a desire from fans to engage – and let’s face it, supporters attend World Cup games to watch football rather than to browse for a new electronic device – the companies appear unprepared to take advantage of the opportunities.
China’s second biggest dairy producer Mengniu has its products lined up at a sprawling booth featuring painted plastic cattle, interactive games and cut-outs of Lionel Messi for photo opportunities.
What time is the World Cup on and where can I watch it in Hong Kong? Your guide to all 64 games at Russia 2018
But anyone visiting the stand is giving limited opportunity to sample the company’s wares.
“Nyet, nyet, no,” says Alexandra as she guards the concession stand. “Not for sale,” she stresses as she waves her hand towards the open-faced refrigerator full of neatly arranged bottles and cartons on display behind her.

“Only this,” she says, pointing at a waist-high freezer containing a sparse collection of chocolate-coated ice creams that a handful of fans are sampling a few feet away.
“It’s not bad,” says John, originally from South Africa but now living in Connecticut in the United States. “Yeah, but it’s not as good as a Magnum,” chips in his friend. “Or Haagen-Dasz.”
While the wider fan base seems to have limited interest, the significant number of Chinese fans present at Luzhniki Stadium are willing to engage. Some mill around the booths, others soak up the scene.
Fifa World Cup quake: earth literally moves in Mexico City as fans trigger sensors after victory
“I’m proud these companies are here,” says Chinese fan Zheng Yi, from Shanghai, as he gazes up at the Vivo stand. “But I wish my team was here.”
Would he trade China’s commercial presence for Marcello Lippi and his team to be taking on the best at the World Cup?
“No,” he says. “I want both.”


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Fifa World Cup 2018

Fifa World Cup: fans confused over Chinese companies despite huge presence in Russia

Fans queue to enter Chinese World Cup 2018 sponsors Wanda’s tent in Russia. Photos: Michael Church

Chinese World Cup 2018 sponsors in Russia.

Fifa World Cup quake: earth literally moves in Mexico City as fans trigger sensors after victory

Fans celebrate Mexico’s surprise 1-0 win over Germany in Mexico City. Photo: EPA

Soccer Football - FIFA World Cup - Group F - Germany v Mexico - Mexico City, Mexico - June 17, 2018 - Mexican fans celebrate at the Zocalo square. REUTERS/Gustavo Graf

epa06817281 Mexico's fans celebrate their team winning the FIFA World Cup 2018 group F preliminary round soccer match between Germany and Mexico, in Mexico City, Mexico, 17 June 2018. EPA-EFE/MARIO GUZMAN

Fans of Mexico cheer for their team during the broadcasting of the 2018 World Cup Group F football match between Germany and Mexico, at a public event at the Zocalo Square in Mexico City, on June 17 2018. / AFP PHOTO / RODRIGO ARANGUA

Fifa World Cup coverage will never be free for out-of-pocket Hongkongers again, says sports commissioner

Fans watch the World Cup at East Point City in Tseung Kwan O. Photo: K.Y. Cheng

Yeung Tak-keung, Hong Kong government's Commissioner for Sports, poses for a picture at Central Government Offices in Tamar. The sports chef says the controversial HK$31.9 billion Kai Tak Sports Park will not be another white elephant. 26MAY17 SCMP / Xiaomei Chen

Fans outside McSorley's on Staunton Street in Central watching the World Cup match between France and Australia. 16JUN18 SCMP/Nicolas Atkin

Diego Maradona does not deny making racist gesture to South Korean fans at World Cup in Russia

Argentina's football legend Diego Maradona smokes a cigar at the Russia 2018 World Cup group D match between Argentina and Iceland. Photo: AFP

Soccer Football - World Cup - Group D - Argentina vs Iceland - Spartak Stadium, Moscow, Russia - June 16, 2018 Fans display a banner of Argentina's Lionel Messi and Diego Maradona before the match REUTERS/Carl Recine

epa06812922 Argentinian soccer legend Diego Maradona is seen in the stands before the FIFA World Cup 2018 group D preliminary round soccer match between Argentina and Iceland in Moscow, Russia, 16 June 2018. (RESTRICTIONS APPLY: Editorial Use Only, not used in association with any commercial entity - Images must not be used in any form of alert service or push service of any kind including via mobile alert services, downloads to mobile devices or MMS messaging - Images must appear as still images and must not emulate match action video footage - No alteration is made to, and no text or image is superimposed over, any published image which: (a) intentionally obscures or removes a sponsor identification image; or (b) adds or overlays the commercial identification of any third party which is not officially associated with the FIFA World Cup) EPA-EFE/PETER POWELL EDITORIAL USE ONLY

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Football

Fans queue to enter booths but still have no idea what conglomerates such as Wanda do while Mengniu’s customer service leaves a bad taste for some
