Publish your content on The Drum

Dalian Wanda champions China's youth to ensure it never misses another World Cup

Dalian Wanda is championing China's future football stars in its World Cup creative.

Despite the nation not qualifying for the tournament, China's irrepressible thirst for football means it will spend five times more than America on World Cup advertising. Topically, Fifa may have been despondent at two of the world's biggest ad markets failing to make it to Russia this summer.

Dalian Wanda, one of many Chinese Fifa partners, gave the young players the chance to be official World Cup Flag Bearers. These youngsters take part in Wanda’s “Rising Stars” programme.

China’s commitment to the event is part of the country’s growing fascination with the game, following comments by President Xi Jinping who wants China to become a football superpower by 2050.

Football has been a major area of focus for the Chinese government, which aims to improve football skills within the country, in a bid to help its plans to host and ultimately win a Fifa World Cup within the next 15 years.

On Fifa's books from China is Luci, Diking, Vivo, Wanda, Hisense and Mengniu.

Vote for the ad below in The Drum's Creative Works.

Overall Rating
5/5 Vote

By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy