Kylian Mbappe, Real Madrid and LaLiga face a difficult battle to rebuild their reputations in China after the French superstar's controversial remarks about former Chinese leader Mao Zedong triggered widespread criticism, sponsorship losses and broadcasting restrictions.
Despite apologies from Mbappe, his club and Spain's top football league, experts warn that restoring public confidence and repairing commercial relationships in one of football's most valuable international markets could take considerable time.
The controversy erupted after a video circulated online showing the 27-year-old France captain appearing to joke about an internet meme featuring his face superimposed onto an image of Mao.
Mbappe reportedly described the figure as "some guy, think he's a Chinese dictator", prompting widespread condemnation in China.
Mao, who founded the People's Republic of China following the communist revolution, remains an officially revered historical figure. Although historians attribute millions of deaths to policies implemented under his leadership, publicly mocking him remains a highly sensitive issue in China.
The backlash was swift, with major Chinese brands ending their partnerships with Mbappe and state broadcaster CCTV moving to suspend coverage of Spanish top-flight football.
Chinese state media and social media users also criticised the striker, although many reportedly had limited access to the precise comments that sparked the controversy.
Within two days, Mbappe, Real Madrid and LaLiga issued apologies in an attempt to contain the fallout.
A spokesperson for China's foreign ministry subsequently confirmed that Beijing was taking Mbappe's apology seriously.
Despite the public apologies, sports industry analysts believe the controversy could have lasting consequences for Mbappe and Spanish football.
Veteran Chinese sports commentator Yan Qiang described the incident as particularly damaging to the international reputations of Real Madrid and LaLiga.
"Viewed from a calm, objective and emotion-free standpoint, this is clearly a very damaging incident," Yan told AFP.
"It causes serious damage to the image of LaLiga and Real Madrid in China."
Yan explained that controversies can escalate rapidly through social media, where public sentiment often intensifies before organisations have an opportunity to respond.
"An apology does not necessarily mean the end of the story," he said.
"It's better to have an apology than no apology at all, but it's definitely not the end of the story."
The situation highlights the challenges international sports organisations face when navigating political sensitivities in major commercial markets.
The fallout has drawn comparisons with the NBA's diplomatic and commercial crisis in China in 2019.
That dispute began when then-Houston Rockets general manager Daryl Morey publicly expressed support for pro-democracy protesters in Hong Kong.
China responded by suspending NBA broadcasts and reducing commercial engagement with the American basketball league.
While NBA executives defended Morey's right to freedom of expression, LaLiga moved quickly to distance itself from Mbappe's remarks.
The NBA disappeared from Chinese state broadcaster CCTV for more than a year, while preseason games only returned to China last year.
NBA commissioner Adam Silver previously acknowledged that the dispute cost the league hundreds of millions of dollars.
Debby Chan, a lecturer at the Australian National University, said both incidents demonstrated the influence of consumer nationalism in China.
She described how public reactions, amplified by social media and state-controlled outlets, can develop into a "spiral of outrage" with significant commercial consequences.
China represents a strategically important market for both Real Madrid and LaLiga, making the controversy particularly concerning from a commercial perspective.
According to a LaLiga source cited by AFP, China and the United States together account for the majority of the league's international broadcasting rights revenue.
Those international rights were valued at approximately €748 million ($834 million) during the 2024-25 season.
Real Madrid also maintain substantial commercial interests in China.
Spanish newspaper Marca has reported that the Chinese market accounts for between 10% and 15% of the club's jersey and merchandise sales.
The Spanish giants additionally maintain sponsorship relationships with several Chinese companies, including electronics manufacturer Hisense, sports betting company Kaiyun Sports and tyre producer Linglong Tire.
Any prolonged broadcasting restrictions, sponsorship withdrawals or decline in consumer demand could therefore have significant financial implications.
For Mbappe, the immediate consequences have already become apparent, with major Chinese brands terminating commercial agreements following the controversy.
Adam Zhang, founder of Beijing-based Key-Solution Sports Consulting, believes a swift and sincere apology represents an essential first step towards rebuilding trust.
According to Zhang, the response from Mbappe, Real Madrid and LaLiga could influence whether Chinese authorities maintain broadcasting restrictions and how long those measures remain in place.
However, Yan Qiang expressed doubts about whether Mbappe's commercial reputation in China could fully recover.
The French forward has enjoyed significant popularity in the country, appearing in major advertising campaigns and promotional partnerships, particularly around international football tournaments.
"Judging by commercial sponsorships and big ad campaigns he appeared in during the World Cup, he has a huge influence in China," Yan said.
He warned that a sustained decline in Mbappe's popularity could undermine his commercial appeal while also damaging the broader business interests of Real Madrid and LaLiga.
The immediate priority for all three parties will be rebuilding relationships with Chinese supporters, broadcasters and commercial partners.
While Beijing has acknowledged the apologies, there is no guarantee that broadcasting restrictions will be lifted quickly or that terminated sponsorship agreements will be restored.
The controversy also underlines the financial risks facing global sports organisations operating across markets with different political and cultural sensitivities.
Yan acknowledged that predicting the long-term consequences remains difficult but expressed pessimism about the immediate outlook.
"In the short term, I'm certainly not optimistic," he said.
"If they want to repair their image and the relationship, their future actions and behaviour will be key."
For Mbappe, Real Madrid and LaLiga, the challenge now extends beyond issuing apologies. Their ability to restore confidence through future actions could determine whether the controversy becomes a temporary commercial setback or a lasting obstacle to their ambitions in China.
