December 20, 2017 / 8:41 AM / 10 months ago

China Mengniu Dairy signs on as soccer World Cup sponsor

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.

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

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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