CCTV Suspends Broadcasts of Matches and Advertisements Featuring Kylian Mbappé as Chinese Brands End Partnerships

October 27, 2026 — The controversy surrounding French football star Kylian Mbappé has escalated in China. China Media Group, which operates China Central Television (CCTV), has confirmed that broadcasts involving Spain’s La Liga and Mbappé were suspended from the evening of October 26. Advertisements featuring the Real Madrid forward have also been withdrawn, according to reports.

The controversy followed an interview in which Mbappé discussed an internet meme featuring his face edited onto the image of a Chinese historical figure. During the conversation, he described the figure as a “Chinese dictator.” Clips from the interview circulated online, prompting criticism from Chinese social media users who said the remarks showed insufficient respect for Chinese history and public sentiment.

As the backlash grew, CCTV moved to suspend the relevant match broadcasts and remove advertisements featuring the player. Media outlets also reported that some Mbappé-related content previously published on CCTV’s official social media accounts and website could no longer be found. The decision has drawn attention not only to the player’s public image but also to the commercial reach of La Liga in China.

Several Chinese companies have also announced that they are ending their commercial relationships with Mbappé. Beverage producer Dongpeng, dairy company Mengniu and cheese brand Milkground were among the businesses that announced the termination of their partnerships on October 27. Their statements emphasized opposition to words or actions considered offensive to the feelings of the Chinese people.

Social media platforms have also responded. Xiaohongshu said its content partnership with Mbappé had expired on December 31, 2024, and that it was reviewing and removing related promotional materials. Media reports also indicated that Mbappé’s accounts on Weibo and Xiaohongshu had faced restrictions, including posting or following limitations.

Chinese Foreign Ministry spokesperson Guo Jiakun said in response to questions that words and actions that hurt the feelings of the Chinese people would naturally face opposition from Chinese society. His remarks underscored the sensitivity of the issue in China.

Mbappé is one of the world’s most prominent footballers and has a substantial fan base in China, where he has also worked with a number of commercial partners. The controversy illustrates how the public conduct of international sports stars can affect media exposure, sponsorship agreements and brand reputation across different markets.

As of October 27, discussion of the incident remained ongoing. It is not yet clear whether CCTV will resume the relevant broadcasts, whether additional companies will end their partnerships, or whether Mbappé or his representatives will issue a further response. The episode has also highlighted the importance of cultural awareness and careful communication for international sports figures and businesses operating across borders.