China’s Mbappé blackout persists as Real Madrid matches disappear from broadcasts

Football superstar Kylian Mbappé’s Real Madrid match was absent from both television and digital streaming platforms in China this weekend, indicating that the backlash against the French forward over alleged disrespect toward Mao Zedong continues.

Real Madrid’s match against Racing Santander was missing from the Sunday programming schedule of China’s state broadcaster CCTV and was also unavailable on Migu Video, China Mobile’s streaming platform that holds the broadcasting rights for La Liga matches in mainland China. However, other La Liga fixtures played on Sunday remained accessible on Migu.

The blackout follows a controversy sparked last week by remarks from Mbappé that many Chinese social media users interpreted as insulting Mao Zedong, the founding leader of modern China. The controversy quickly escalated beyond social media, prompting Chinese state television to remove broadcasts of his matches and advertisements, while several major Chinese consumer brands ended their partnerships with the footballer.

Although Mbappé, Real Madrid and La Liga issued apologies last week, it remains uncertain how long the backlash will continue and whether it will have a lasting impact on the player's commercial standing in China.

International brands associated with the French star, including Swiss sportswear company On Holdings and LVMH-owned luxury fashion house Dior, also removed China-related social media content featuring Mbappé last week.

China remains a significant and expanding market for European football leagues, providing major opportunities for digital fan engagement, merchandise sales and corporate sponsorships.