The European Football Championship (UEFA EURO) 2020 kicked off on June 11 (expected to end on July 11) in Rome, Italy, after being postponed for 1 year due to the influence of the pandemic. COVID-19 pandemic. In fact, a third of the sponsors for this tournament come from Chinese companies, and this has caused concerns in Europe.
Specifically, four major Chinese companies (Hisense, Alipay, Vivo and Tiktok) are among the 12 sponsors for the UEFA EURO 2020, thereby making China the largest financial sponsor for the event. this sport, in which Russia ranks 2nd. Other sponsors are American companies and businesses from the Arab world. Volkswagen is the only European company among the sponsors.
UEFA EURO 2020 is a tournament with a huge audience both in Europe and Asia. This sponsorship will help Chinese companies (which are less well known) gain international attention, given the ubiquity of their logos and their related advertisements. continued to be broadcast at stadiums as well as on TV during the duration of the sporting event.
Chinese state media and mouthpieces see this as a victory for China. They stated that: “COVID-19 and geopolitics can’t stop brands from going global through sponsorship.”
However, corporate funding from authoritarian countries is causing concern in Europe. According to Swiss media, European values were not represented in the event by the sponsoring companies. Communications expert Thomas Koch said: “UEFA (European Football Federation) was far away from the audience.”
In addition, although Chinese and Russian companies are being questioned, UEFA is essentially accepting “dirty money” from them. Both Hisense and Vivo are alleged to have benefited from the use of Uighur forced labor in China’s Xinjiang region.
However, according to UEFA, they do not deal with political issues, but only accept the best offer on the market when selecting sponsors.
The German Federal High Commissioner for Entrepreneurship has warned that: “For some donors, such as from China and Russia, political and strategic aspects may also take precedence.”
Swiss media also pointed to a clause in the contract that mentioned social responsibility, although UEFA does not seem to impose any minimum standards on sponsors.
China was also the largest sponsor of the 2018 World Cup tournament, although the Chinese team did not qualify for the tournament.
According to The Epoch Times,