ONE MEME. THREE SPONSORS GONE. MBAPPÉ SCORED THE MOST EXPENSIVE OWN GOAL.
At least three Chinese brands cut ties after a viral clip involving a Mao meme. A celebrity endorsement can turn into a crisis overnight.
BETDILLA editorial illustration
THE MOST EXPENSIVE MEME? WE DON'T KNOW THE PRICE.
On October 27, Chinese brands Dongpeng Beverage, Mengniu and Milkground announced they were ending cooperation with Kylian Mbappé after a viral clip seemingly showed him referencing Mao Zedong as a Chinese dictator while discussing his favourite meme. Neither the contract values nor a verified financial loss have been established.
THE CLIP THAT TURNED INTO A CONTRACT CRISIS.
The video appears to show Mbappé describing a meme featuring his face edited onto Mao's body. AFP said it could not immediately independently verify the clip's authenticity. Nonetheless, brands issued public statements distancing themselves from the remarks attributed to the footballer, and the dispute spread rapidly on Chinese social media.
THREE BRAND EXITS. ZERO CONTROL OVER THE NEXT JOKE.
The uproar illustrates celebrity marketing's uncomfortable risk: an endorsement agreement can buy reach and credibility, but it cannot fully control the ambassador's next interview, viral remix or local cultural interpretation. That applies just as much to sportsbooks and casino operators recruiting global faces.
HOW TO PROTECT A SPONSORSHIP BUDGET.
Before signing an ambassador, run market-specific reputation checks, define disclosure and morality clauses carefully, include suspension and termination processes, set crisis escalation ownership, avoid concentrating all paid media around one face, and prepare replacement creative in advance. Monitoring should cover local-language social networks as well as English-language coverage.
BETDILLA TAKE: BUY THE FACE. NOT THE NEXT HEADLINE.
A contract can buy an athlete's image. It cannot buy control over his next joke. And one viral clip can leave a global campaign scrambling before the legal team has even opened the document.
Sources and fact-checking
Associated Press, 27 October 2026 ↗AFP, 27 October 2026 ↗18+. For information only. This is not gambling advice. Availability of gambling products depends on local laws.
