Why are so many Chinese companies sponsoring the Euros?

Eagle-eyed China watchers will have noticed a lot of familiar names if they have tuned into the Euros over the past couple of weeks. Five of the 13 official global sponsors of the UEFA Euro 2024 championship are Chinese companies, giving China the most significant advertising presence at the event. This is a testament to Chinese brands’ growing desire for global expansion (and to the draw of the billions of…