Messi Shouts Out Chinese Fans on Taobao

Argentinian soccer player Lionel Messi at a training session in Beijing before a demonstration match against Australia. Image: Pedro Pardo / AFP

Argentinian football phenom Lionel Messi appealed to his Chinese fans in the most Chinese way possible: via a live appearance on the giant e-commerce platform Taobao. 

Flanked by Chinese e-commerce influencers, Messi wished Chinese fans a “happy Dragon Boat Festival.” While he didn’t promote any brands, branding for Avatar, an e-vehicle brand supported by Huawei, flashed on the screen while he was talking. He later led the Argentinian side in a demonstration match against Australia in front of a 70,000-strong crowd in Beijing’s Workers’ Stadium. 

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by Cobus van Staden

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