Even though China missed out on a place at the 2026 FIFA World Cup, the nation’s enthusiasm for the beautiful game remains undiminished.
Millions of viewers in Beijing, Shanghai and beyond tune in to watch the tournament, cheering for traditional powerhouses such as Argentina, whose talisman Lionel Messi continues to draw admiration.
A Referee Turned Icon
Among the officials, referee Ma Ning, nicknamed “Card Master” for his uncompromising style, has emerged as a national hero, amassing a sizable social media following and securing brand partnerships.
The excitement spills into commerce, with companies like Lenovo and Hisense producing Messi‑themed merchandise and experiencing a noticeable surge in takeaway food orders during matches.
All Star Partner, an organization that collaborates with local sponsors, has reported a sharp increase in demand for soccer‑related products, underscoring the sport’s expanding commercial reach.
Analysts such as Miko Zhang, Chen Bo, Luo Bin and Hu Qiyun have highlighted the strategic investments being made to develop the Chinese men’s national team for future tournaments.
Fans remain hopeful that continued grassroots development and heightened visibility will eventually return China to the world stage.