China cashing in on Cup fever

Massive media and sponsor presence propels nation to top of tournament's financial leaderboard

Even without sending a team to Russia, China is everywhere at the FIFA World Cup as the masses back home fuel unprecedented media and sponsor activity from the world's most populous nation.

From pitchside LED billboards to the teeming mixed zones and hospitality areas, China's presence at the tournament is ubiquitous, on and off the field.