For stock trading, check the Golden Qilin analyst research reports — authoritative, professional, timely, comprehensive, helping you uncover potential thematic opportunities! Source: Zhengzhijian.
Recently, inappropriate remarks by Real Madrid footballer Kylian Mbappe sparked public attention, and his relationship with the club's Chinese sponsors became a focal point.
According to Elephant News on October 28, in response to the incident, Hisense Home Appliances Group Co.,Ltd. (000921) official customer service stated: there is no direct endorsement or commercial partnership between Hisense and Mbappe personally; Hisense has no form of cooperation with Real Madrid Club in the Chinese market, and the current sponsorship area between Hisense and Real Madrid Club is limited to the Spanish region.
Hisense stated that after the incident, the company immediately sent a formal email to Real Madrid Club executives to condemn the incident and seriously express its position. The club has also formally replied, stating it attaches great importance to the matter and is conducting an internal investigation. As a Chinese enterprise, Hisense will continue to follow up on further developments.
On October 28, Global Times published a commentary article titled "In the Mbappe Incident, Real Madrid Must Not Try to Slip Away," pointing out that since the Mbappe incident escalated, Mbappe himself and La Liga have both apologized. But Real Madrid, the club Mbappe plays for, is still playing dumb. Real Madrid has only stated through media interviews that this was the player's "personal expression" and that the club's partnership with Chinese sponsors remains unchanged. Real Madrid has neither made a formal explanation and apology to the Chinese public, nor criticized or warned Mbappe for his behavior, let alone subsequent punishment. From this, it is not hard to see that Mbappe's downfall is not unrelated to Real Madrid's long-term permissiveness.
This is not the first time Real Madrid has handled China-related issues this way. In June 2024, the grandson of former Real Madrid president Sanz sang a song containing racial discrimination and insults against Chinese women during a street interview with Chinese fans. The Chinese Embassy in Spain lodged solemn representations, but the club merely lightly characterized it as "an individual fan's behavior," with neither substantive punishment nor a formal apology. In February 2026, Real Madrid defender Huijsen forwarded discriminatory content against Asians. After deleting the post, he only issued an apology on Chinese Weibo, while all overseas platforms remained silent throughout, ridiculed by Chinese fans as a "Weibo-exclusive apology." In August of the same year, Real Madrid's overseas official account posted a disaster condolence image, blatantly listing Tibet alongside sovereign country Nepal, and to this day has still not publicly apologized for the matter.
If Real Madrid truly values the brand reputation it has built in the Chinese market over many years, and truly cares about the feelings of Chinese fans, it should not continue to evade the crucial points and speak vaguely. Instead, it should show sincerity, face the essence of the incident directly, make a formal and solemn apology to all affected Chinese public, and impose fair punishment on the involved Mbappe.
Sina statement: This news is reprinted from a Sina partner media outlet. Sina publishes this article for the purpose of conveying more information and does not mean it agrees with its views or confirms its descriptions. The article content is for reference only and does not constitute investment advice. Investors operate at their own risk.
Comments