Kylian Mbappé’s broadcast blackout in China has continued, with Real Madrid’s match against Racing Santander missing from television and digital streaming platforms over the backlash surrounding his perceived insult to Mao Zedong.
The Spanish club’s fixture was absent from the programming schedule of China’s state broadcaster CCTV on Sunday. It was also unavailable on Migu Video, China Mobile’s streaming platform, which holds the rights to La Liga matches in mainland China.
However, other La Liga fixtures played on Sunday remained available on Migu, suggesting that the blackout was specifically linked to the controversy surrounding the French forward.
The latest development comes after remarks by Mbappé last week sparked outrage among Chinese social media users, many of whom interpreted his comments as disrespectful towards Mao, the founding leader of modern China.
The controversy quickly escalated beyond social media, prompting Chinese state television to remove his matches and advertisements from its programming. Several major Chinese consumer brands also ended their commercial relationships with the football star.
Mbappé, Real Madrid and La Liga subsequently issued apologies last week in an attempt to contain the fallout. However, the continued absence of the club’s match from Chinese broadcasting platforms suggests that the backlash has yet to subside.
The controversy has also affected the player’s international commercial partnerships. Global brands associated with Mbappé, including sportswear company On Holdings and LVMH-owned fashion label Dior, removed China-related social media content featuring him last week.
It remains unclear how long the restrictions will continue or how significantly the controversy could affect the 26-year-old’s commercial appeal in China.
The country remains an important and expanding market for European football leagues, offering opportunities for digital fan engagement, merchandise sales and corporate sponsorship.
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