When I was in Europe a couple of weeks
ago, I noticed that in the midst of celebrations around the UEFA European
football tournament, something else is part of the landscape, and that is
Chinese technology companies being sponsors even make a bid AliExpress
Alipay. And it's in this era of increasing tech
competition between the US and China. I just was so surprised to see these
names so present on the football broadcasts from the BBC, ITV in Europe.
I was in mainland Europe looking at continental Europe.
What do you make of that? So what previously it was crypto names,
all sponsoring shirts. Now it's chips on.
It's also Chinese e-commerce, but just the amount that they're spending and how
much do they need to build on the app downloads to be able to vindicate this
sort of marketing spend on the U.S. looking?
So this is definitely about going after the European market.
But the interesting comparison is to mu

remember, Teemu did a lot of ads around
the Superbowl in 2023. They saw a massive surge in downloads of
their app and then activity in that market.
So you look at AliExpress as an example. They're clearly hoping for the same, but
the doors close to them here in the United States.
But in Europe, 1% of the market, there's a lot for them to play for.
So who they've been sponsoring and which games were you shouting at the TV in a
in a bar or a pub or at home? That's what's so astonishing.
All the games they're in, the live broadcasts of all the games irrespective
which German, Italian, French, UK broadcast do you watch.
But when I got back, Fox Sports has the rights to the Euros here.
Yeah. And you can still see them through that
as well. So it is everywhere.

Alibaba, BYD Try to Turn Football Fans Into Shoppers

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