December 20, 2017 / 8:41 AM / a year ago

China Mengniu Dairy signs on as soccer World Cup sponsor

Mengniu's milk products are displayed at a supermarket in Beijing February 13, 2014. REUTERS/Kim Kyung-Hoon

BEIJING (Reuters) - China Mengniu Diary Co, the country’s No. 2 dairy company, said it has signed on as sponsor for the 2018 soccer World Cup, joining other Chinese firms Dalian Wanda, Hisense and Vivo.

Chinese firms have increasingly been backing high-profile world sports events, especially in soccer, even though the country’s own team failed to clinch a spot in the tournament scheduled to kick off next June.

Reporting by Pei Li and Adam Jourdan; Editing by Manolo Serapio Jr.

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