Chinese dairy giant becomes World Cup sponsor

Chinese dairy giant Mengniu Group has become an official sponsor of the 2018 FIFA World Cup, promising tournament-related benefits for its soccer-loving consumers as a result.

Mengniu will serve as the 32-team tournament's official supplier of drinkable yoghurt and pre-packaged ice cream.

The group's branding will appear on all key promotional platforms, such as FIFA's digital channels, LED boards and match tickets, while its customers will have the chance to win World Cup-related experiences.