KylianMbappé's controversial episode with the People's Republic of China is putting at risk a LaLiga television business that could reach 400 million euros by 2030. China Media Group (CMG) and China Mobile, through their Migu platform, are the audiovisual partners that distribute the competition in the Asian giant. The suspension of broadcasts by CMG and the partial withdrawal of Migu from its programming have generated a crisis that affects both the league and the clubs and the French forward's own sponsors.
The Chinese market represents one of LaLiga's strategic areas of expansion. According to market sources consulted, CMG planned to offer two free-to-air matches per day through state television China Central Television (CCTV) and its Yangshipin platform, while Migu, with a freemium model, was to broadcast all 380 matches each season. CMG's suspension leaves the league without mass coverage and associated publicity, while Migu's exclusion reduces the possibility of Chinese fans following the competition in its entirety. The exact details of the private contracts are not known, but the estimated total figure of 400 million euros would be equivalent to about 100 million per campaign.
The president of LaLiga, JavierTebas, has tried to de-escalate the situation. He has met with the Chinese ambassador to Spain, YaoJing, and could travel to the Asian country in the coming days to negotiate a solution. The clauses that regulate a partial or total suspension of emissions, the possible termination and compensation between the parties are not yet known. The decisions of CMG and Migu, although they do not automatically imply the interruption of payments, generate uncertainty about the future of digital revenues and the spread of the competition.
The origin of the crisis dates back to the statements of Mbappé, who acknowledged that he liked a meme in which he appeared as a “Chinese dictator” with the image of Mao Zedong. The montage, considered a mockery of a central historical figure in China, led to the cancellation of three sponsorship contracts with Chinese brands: Dongpeng/Eastroc (Bushuila drink), the dairy group Mengniu and the cheese maker Milkground. LeMonde estimates that the Chinese deals were worth around €6.7 million, although the exact amounts have not been made public. In addition, Mbappé's accounts on Chinese platforms such as Weibo and Xiaohongshu have been restricted, and the On firm has removed content about the player from its Chinese account, reducing its promotional capacity in the market.
The situation also affects Real Madrid, which maintains agreements with several Chinese multinationals, and the other LaLiga clubs that depend on the Chinese market for income and visibility. Mbappé's case, therefore, represents a commercial and economic crisis that threatens the competition, the clubs and the sponsors themselves. The next phase will depend on negotiations between LaLiga, Chinese authorities and sponsors, and Mbappé's ability to repair his image in the country.