Home brands sharpen sport sponsorship

According to estimates from the Yiwu sporting goods industry association, Chinese manufacturers accounted for roughly 70 percent of the global World Cup merchandise supply during the 2022 tournament in Qatar.

While no comparable estimate exists for 2026, customs data suggest continued strong demand. Yiwu exported 2.83 billion yuan ($418.5 million) worth of sports goods and equipment in the first quarter, up 12 percent year-on-year.

Some companies are also leveraging FIFA licensing programs to sell authorized products, while others are expanding into ticketing, hospitality and travel services for soccer fans travelling overseas.

Zhou Mi, a senior researcher at the Chinese Academy of International Trade and Economic Cooperation, said the World Cup increasingly highlights China's role as a provider of industrial capabilities rather than simply low-cost manufacturing.

"The strength is not just producing a product," Zhou said. "It is coordinating an entire supply chain."

He said China's competitive edge lies in dense industrial clusters capable of delivering quality, scale and speed simultaneously.

The trend mirrors a broader shift among Chinese exporters, which are increasingly investing in product development, branding, intellectual property and global operations as they expand overseas.