The report says Chinese companies hold three global partnerships through Hisense, Mengniu and Lenovo. Other brands are also connected with leading teams:
That spread gives Chinese business a prominent position across the tournament’s biggest audiences. Digital advertising, stadium branding and national-team activations can deliver visibility even when China is absent from the fixture list.
The commercial growth contrasts sharply with the men’s national team’s record. China has appeared at only one men’s World Cup, in 2002, when it suffered three defeats without advancing.
Reports also describe a steep ranking decline, from 37th in the late 1990s to 109th at one point, with the team later settling around the 90s. A state-backed plan launched about a decade ago aimed to make China a football power by 2050, but heavy spending in the Super League, infrastructure investment and youth programmes failed to produce a sustained international breakthrough.
The women’s team offers a more credible sporting counterpoint. Once ranked among the world’s top four, it remains a regular top-20 side and provides a stronger foundation for China’s football identity.
The report says roughly 60,000 Chinese supporters travelled to Russia in 2018, while the United States now has a Chinese diaspora exceeding 5 million. Domestic interest is also visible in the Jiangsu Super League, where one match reportedly attracted more than 60,000 spectators.
The next World Cup will therefore test whether commercial influence can keep growing without qualification. China’s next storyline is not only when its men’s team returns, but whether sponsorship, supporters and grassroots crowds can finally translate into sporting progress.