Manchester City striker Erling Haaland is the new face of WALOVI, the international brand of Chinese herbal beverage Wang Lao Ji [1].
The partnership signals an aggressive push by the Chinese beverage company to capture global market share by leveraging one of football's most recognizable athletes. As the World Cup approaches, the brand is using Haaland's international appeal to introduce traditional herbal drinks to a wider audience [1].
Haaland appears in a new advertising campaign designed to promote the brand on a global scale [1]. The campaign focuses on the intersection of athletic performance and the traditional roots of the Wang Lao Ji product line [1].
By aligning with a Norwegian star, WALOVI aims to bridge the gap between Eastern beverage traditions and Western sports culture. This strategy allows the company to enter new markets during a period of peak global football interest [1].
The timing of the release is intended to maximize visibility before the tournament begins. The campaign positions the herbal drink as a modern choice for health-conscious consumers, and sports fans alike [1].
“Erling Haaland is the new face of WALOVI”
This partnership reflects a growing trend of Chinese consumer brands utilizing elite European athletes to facilitate global expansion. By securing a high-profile figure like Haaland ahead of a World Cup, WALOVI is attempting to shift from a regional staple to a global lifestyle brand, capitalizing on the massive viewership of international football to build brand equity outside of Asia.
