Published: June 23rd, 2021,
Last updated: October 4th, 2022
China is playing a prominent role in the European Championship – at least on the perimeter advertising and as an official partner of the organizing UEFA. Christiane Kuehl not only took a closer look at the four goals scored by the German team against Portugal but also scrutinized the so-called „Sponsoring Soft Power„. Chinese companies are cleverly using the European Championship as a platform to present themselves to fans internationally – including a Cologne advertising ambassador.