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Background advertising makes Alipay, Hisense, and TikTok popular

When Kai Havertz drove the ball into the net from close-range for a 3-1 win over Portugal, the name “Vivo” shone white on a bright blue background on the advertising boards in Munich’s Allianz Arena. When Robin Gosens made it 4-1 for Germany, the boards were dark grey with white TiktTok lettering. When Portugal’s Renato Sanches hits the crossbar shortly before the end, Chinese characters flicker across the board: 支付宝 – internationally known as Alipay, the payment platform of online retailer Alibaba.

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