China's companies are more present at the UEFA European Championship, Euro 2020, than ever before. They are appearing as official partners like Alibaba – or as tournament sponsors like TikTok. The advertising presence gets the companies visibility for their global business and, at the same time, supports China's ambitions to host a World Cup itself one day. And since Chinese fans also like to watch the Euro at night, the advertising serves the country's own market as well. continue reading →