SHANGHAI/HONG KONG/LONDON – France soccer captain Kylian Mbappe apologised on Tuesday after Chinese brands cut ties with him over comments referring to the late Chinese leader Mao Zedong, underscoring how swiftly international celebrities can come unstuck in a crucial market.
Mbappe, 27, is heard in a video saying the funniest meme he had seen of himself was one where his face had been photoshopped on to that of “some guy — I think he’s a Chinese dictator”, an apparent reference to the composite image of him and Mao.
“During a recent interview, I reacted to an image of myself,” Mbappe said in a statement. “My comment was ill-judged, and I now understand that it hurt many people in China and in Chinese communities around the world.”
“I apologise to everyone my words have upset,” he added. “This was absolutely not my intention. I have deep respect for the Chinese people and their history, and I am sincerely sorry.”
In China, satire or jokes about Mao, modern China’s founding leader who ruled the country from 1949 until his death in 1976, are considered disrespectful and remain a social taboo.
Mbappe’s faux pas highlights the risks for athletes and brands in China’s huge market. Mbappe, one of the world’s most prominent athletes, has ties with firms including sportswear brand On Holding hotel chain Accor and Lego.
Other major firms and organisations that have previously incurred the wrath of Beijing, Chinese netizens and media include fashion brand Dolce & Gabbana, Swiss watchmaker Swatch and the National Basketball Association.
“Mbappe’s team knew, or should have known, what the true cost of Chinese brand endorsements was all about,” said Terrence Burns, sports sponsorship expert and CEO of the T. Burns Sports Group. “Athletes today are their own media outlets and their teams should train them as such.” (Reuters)