Chinese Tech Companies' Growing Influence in European Football

Chinese tech companies, like AliExpress and Alipay, heavily sponsor European football broadcasts, targeting the European market for app downloads and market share.

### Chinese Tech Companies Make a Splash in European Football Sponsorships
* 🏟️  Chinese technology companies, including AliExpress and Alipay, have become sponsors of the UEFA European football tournament, marking their **presence in the European landscape**.
* 🇺🇸  This move is seen as part of the escalating tech competition between the US and China, with Chinese companies making **significant investments in marketing to expand their reach**.
* 📈  These companies are looking to build on their **app downloads and user activity** to justify their **substantial marketing expenditures**.
* 🌍  While this strategy is primarily aimed at **capturing the European market**, the comparison can be drawn to Tencent's successful advertising during the 2023 Super Bowl, which led to a **surge in app downloads and market activity**.
* 🇺🇸  Although the US market remains challenging for Chinese companies due to regulatory restrictions, Europe, which represents a **larger share of the market**, offers **significant growth opportunities**.
* 📺  The widespread presence of Chinese tech company sponsorships in European football is evident in the live broadcasts of matches across various European countries, including **Germany, Italy, France, and the UK**.
* 🦊  In the US, the rights to the UEFA European football tournament are held by Fox Sports, and Chinese tech company sponsorships can also be seen through this platform, **further expanding their visibility**.

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

Welcome to the Bloomberg Technology YouTube channel. Subscribe for original series and mini-docs on game-changing technologies, profiles on innovators, live conversations with experts, and breaking technology news & analysis from Bloomberg TV.

Bloomberg Technology

Chinese Tech Companies' Growing Presence in European Football

Chinese tech companies like AliExpress and Alipay are increasingly sponsoring European football events, signaling their growing presence in the region.

Their significant investment in marketing and sponsorships indicates a strategic move to expand their influence and user base in the European market, potentially challenging the dominance of US tech companies in the region.

This trend reflects the escalating competition between the US and China in the tech industry, with Europe becoming a key battleground for market expansion.

Teemu's Successful Ad Campaign During the 2023 Superbowl

Teemu's ad campaign during the 2023 Superbowl led to a significant increase in app downloads and activity in the market.

Although AliExpress faced challenges in the United States, they have a significant opportunity in the European market.

Teemu's sponsorships and presence in live game broadcasts were widespread and impactful, including the rights to the Euros through Fox Sports.