i spoke with sporting sponsorship expert ben cronin and asked him why chinese brands are taking an interest between china and the eu. yes, that's right, so it's because they have the appetite and the money to be able to do it, and that hasn't necessarily been the case for a lot of major western brands. i think in most cases, they want to use the event to build market share in europe. but it also allows them to reach consumers in asia — it is, after all, it's a truly global event, it's watched all around the world. there is also evidence that chinese brands like the fact that national team football is less tribal, it's more family friendly than club football and i think chinese consumers are also attracted to these big flagship moments of national pride. but it's not an entirely new phenomenon — brands like alipay, hisense and vivo have sponsored the tournament before. what do you make of byd playing such a big part of sponsorship given that the eu and china are locked in a struggle over ev and ev products? i know that was an issue for many people. i know uefa tried to get a german brand, a

i spoke with sporting sponsorship expert ben cronin and asked him why chinese brands are taking an interestte rising trade tensions between china and the eu. yes, that's right, so it's because they have the appetite and the money to be able to do it. that hasn't necessarily been the case for a lot of western brands. i think in most cases they want to use the event to build market share in europe. but it also allows them to reach consumers in asia. it is, after all, it's a truly global event — it's watched all around the world. there is also evidence that chinese brands like the fact that national team football is less tribal, more family friendly than, kind of, football. i think chinese consumers are also attracted to these big flagship moments of national pride. but it's not an entirely new phenomenon. brands like alipay, hisense and vivo have sponsored the tournament before. what do you think about the way peer playing such a big part when it comes to the fact that the eu and are locked in a struggle over ev and ev products? uefa tried to get a german brand, a german car brand to consider