Kylian Mbappe controversy deepens as Chinese brands cut ties and CCTV removes his matches

Kylian Mbappe’s dispute in China has intensified after public broadcaster CCTV stopped showing Spanish league matches involving the Real Madrid forward and removed advertisements featuring him.

The decision reportedly took effect overnight from Monday into Tuesday, although CCTV has not issued an official announcement. It represents a further escalation of a controversy that has already led Chinese companies to end their advertising agreements with Mbappe.

Spanish news agency EFE, citing local newspaper The Paper and sources within the broadcaster, reported the development.

Three Chinese companies – drinks maker Dongpeng, dairy producer Mengniu and cheese manufacturer Milk Ground – have announced that they are ending their partnerships with Mbappe. All three had previously used the player’s name and image in advertising campaigns.

The companies said their decisions reflected a policy of “zero tolerance” towards statements or behaviour considered offensive to Chinese national sentiment. The issue has also generated widespread debate on Chinese social media.

How the controversy began

The dispute followed the circulation of a video in which Mbappe discussed satirical images created using his likeness. He reportedly said the image he found funniest showed his face superimposed on the body of a man he believed to be a “Chinese dictator”.

Agence France-Presse’s digital fact-checking service was initially unable to verify the authenticity of the video. However, the interpretation that spread online linked Mbappe’s comments to a satirical image combining his face with that of Mao Zedong, the former Chinese leader.

The incident prompted widespread criticism in China, with Mbappe accused of insulting national sentiment. What began as a debate on social media has since affected sponsorship agreements and sports broadcasting.

China’s foreign ministry responds

The Chinese government has also addressed the controversy. Foreign ministry spokesman Guo Jiakun said it was natural for Chinese people to reject comments they believed had caused offence.

“Any words or actions that hurt the feelings of the Chinese people will, naturally, be met with widespread rejection from the entire Chinese society,” Guo said during a regular news conference on Tuesday.

CCTV has not formally confirmed that it has suspended broadcasts of the relevant Spanish league matches, according to the reports. But Mbappe is facing growing consequences in the Chinese market, with three advertising contracts terminated and the possibility that supporters will no longer be able to watch Spanish league matches in which the Real Madrid player features.