The consequences are mounting quickly for Kylian Mbappé. Within days, several companies have cut ties with the France international, his presence has begun to shrink across parts of China’s digital market and the controversy has even reached Spanish football broadcasts.

Mbappé has already apologised, but the fallout has continued.

Three sponsors cut ties with Mbappé

The most immediate damage has come through his commercial partnerships.

Dongpeng, Mengniu and Milkground have ended their agreements with the Real Madrid forward following the circulation of the video at the centre of the controversy.

Mbappé has therefore lost three commercial deals in a matter of days, while promotional material featuring the player has also started to disappear from parts of the Chinese market.

For one of football’s most marketable players, the issue has quickly become much more than an online backlash.

Gaming platforms begin to respond

The controversy has also reached the gaming industry.

FC Online in China has removed some Mbappé-related material from its channels and announced further in-game adjustments.

Measures have also been reported around Chinese versions linked to eFootball/PES, affecting the promotion and use of content associated with the player.

Mbappé’s image is no longer only disappearing from advertising campaigns — his digital presence is also being reduced in parts of the Chinese gaming market.

The measures currently concern China and do not amount to a worldwide removal of Mbappé from major football games.

LaLiga dragged into the fallout

The effects have also spread beyond the player himself.

Chinese state television suspended LaLiga broadcasts and removed advertising content linked to Mbappé, bringing the Spanish competition into the controversy.

Real Madrid also responded publicly with an apology over the offence caused.

What started as an issue surrounding one player has now drawn in his sponsors, Real Madrid and LaLiga.

What sparked the controversy?

The story began during an interview in which Mbappé was asked which meme about himself he found funniest.

He referred to an edit showing his face over the image of someone he described as a “Chinese dictator”.

Mbappé did not name Mao Zedong directly, although the meme in question used the former Chinese leader’s image.

The clip spread rapidly and triggered a strong reaction in China. Mbappé later apologised and said he had never intended to disrespect the Chinese people or their history.

The cost keeps rising. Two days on, the story is no longer simply about what Mbappé said. It is about what followed.

Three sponsorships lost, advertising removed, gaming restrictions and LaLiga broadcasts affected.

Mbappé has tried to draw a line under the controversy with his apology. The commercial consequences, however, are still unfolding.