Messi makes World Cup mark...in Chinese ADs

They include property/entertainment conglomerate Dalian Wanda Group, home appliance maker Hisense, dairy producer Mengniu, smartphone maker Vivo, e-bike maker Yadea Technology Group, technology and entertainment company Luci and menswear brand Diking.

There was only one Chinese sponsor at the World Cup in South Africa eight years ago, when solar panel maker Yingli Group became the first Chinese company to do so.

Franck Guignery, head of sales at FIFA, said the organization is excited about the prospect of engaging Chinese fans and sponsors on a level never seen before as China experiences a surge of interest in soccer.

As China's only top-level sponsor of the 2018 FIFA World Cup, Wanda said it is seizing opportunities brought by the world's most popular sports event to "grow global understanding and awareness of the Wanda brand", adding that it has signed up as a long-term partner of all FIFA events until 2030.

"Wanda has long been devoted to delivering rich experiences to soccer fans in China and all over the world," said Yang Hengming, president of Wanda Sports Group. "One of the primary reasons for us to sign the partnership with FIFA was to inspire the next generation of Chinese soccer players."

Hisense, based in Qingdao, Shandong province, is one company that has seen sales pick up in Russia as the result of World Cup promotions.

"We believe that the World Cup will greatly improve global awareness and economic value for Hisense," said Liu Hongxin, president of the group.

Sponsoring the prestigious event serves not only as a massive marketing opportunity for the brand, but also as a crucial, strategic initiative for the entire enterprise, he said.

Hisense's logo has been shown on LED advertising boards at World Cup stadiums in 11 cities in Russia, including Moscow, Saint Petersburg and Sochi. And the input has paid off.