Wanda, Hisense pitch the globe as China tops spending for soccer tourney

BEIJING -- Chinese advertisers are featured front and center at the World Cup, with companies from state-owned electronics manufacturer Hisense to property developer Dalian Wanda Group spending a combined $1.4 billion on advertisements and sponsorships.

They are the biggest spenders at the soccer tournament in Qatar, surpassing the U.S.

An ad banner at the pitch with Chinese characters reading "No. 1 in China, No. 2 in the World" caught many viewers' attention earlier in the tournament. The Hisense banner apparently meant that the company boasts the top market share for TV shipments in China and the second biggest globally.

But this ad was removed over criticism that included the accuracy of the market share. Hisense switched to a new message: "Made in China, let's work hard together."

Wanda Group appears to be the top spender. The conglomerate inked a 15-year sponsorship deal with international soccer governing body FIFA in 2016, Chinese media outlets report.

Wanda acquired a 20% stake in top Spanish club Atletico Madrid in 2015 and increased its soccer and overseas activities. But massive debt hurt the developer's finances, and in 2017 it unloaded a 17% interest in the club. At this World Cup, Wanda, one of the seven FIFA partners, is promoting its travel business, which includes ski resorts.

Three Chinese companies -- Hisense, food producer Mengniu Dairy and smartphone giant Vivo -- shelled out the money to become World Cup 2022 sponsors. Regional supporters include hiring app Boss Zhipin and electric motor bike maker Yadea.

The six Chinese sponsors are one fewer than at the 2018 men's World Cup in Russia. But they are spending more, with their aggregate $1.39 billion topping $1.1 billion for U.S. counterparts.

Chinese companies are spending big at the World Cup to promote their international operations. Their Chinese-language ads also suggest eagerness to show domestic viewers they are "world-class brands," said a senior executive at an advertising agency.

The 655.7 million viewers in China for the 2018 Russia tournament led to the world.