Chinese media and think tanks view the United States’ hosting of the FIFA World Cup from a purely geopolitical, economic, and commercial perspective, critically assessing the infrastructure and political climate. Chinese circles see the tournament not merely as a sporting event but as a central tool for the United States to polish its image, bolster its global leadership amidst current international polarization, and advance its political agenda. This perspective is highlighted through several key points, the most important being the geopolitical dimension. Here, Chinese think tanks argue that the tournament reflects the level of competition between major powers, with Washington attempting to use hosting as a soft power tool to project its influence. However, Chinese media, in turn, emphasized the state of sharp international polarization and division, criticizing the political challenges and the wrangling that accompanied the broadcasting negotiations. Furthermore, a number of (commercial considerations) have been raised, with the tournament facing criticism from Chinese media due to its exorbitant cost and the significant time difference between North America and China, leading to a decline in Chinese public interest. This hesitation was reflected in the negotiations, as FIFA incurred financial losses after China Media Group (CMG) signed the broadcasting agreement late and at a price significantly lower than FIFA’s requested.
Regarding the (organizational and policy challenges), Chinese research and media institutions expressed reservations about the tournament’s logistical challenges, particularly the longer travel distances between host cities compared to previous editions, as well as concerns related to US immigration laws and security restrictions. Despite the absence of the Chinese national team from the tournament, China’s commercial involvement was substantial. Beijing demonstrated its active presence through Chinese commercial sponsors, such as Hisense, and sporting goods factories in eastern China, which reaped significant economic benefits from manufacturing tournament flags and souvenirs. Chinese media coverage, particularly through its official channels, was extensive. CGTN, the Chinese state broadcaster, developed comprehensive plans to broadcast and cover the matches, ensuring the event reached millions of Chinese fans across its various platforms.
Furthermore, Chinese state media and intelligence and military think tanks utilized Washington’s hosting of the FIFA World Cup to offer a number of strategic, media, and intellectual analyses regarding China’s calculations in response to American actions. Major events are often used as a primary arena for geopolitical competition between the two superpowers. Beijing’s vision can be summarized by its use of major sporting, cultural, and other events as a political tool. Beijing views Washington’s hosting of major international tournaments or events as more than just sporting or cultural occasions; it sees them as an extension of American information and decision-making strategies aimed at projecting American influence and hegemony globally. While China seeks to highlight international contradictions, Beijing has directed its media apparatus to demonstrate that Washington’s attempts to unilaterally assume leadership or project messages of unity are, in reality, met with sharp division and polarization within the international system. Here, China has attempted to counter American soft power. This media coverage of the FIFA World Cup in the United States reflects a continuous Chinese effort to neutralize Western and American soft power by focusing on structural issues in international relations, such as the absence of multipolarity, and by promoting the Chinese model as an alternative striving for a more balanced world.
In this context, Chinese media and think tanks view the United States’ hosting of the World Cup through the lens of soft power, geopolitical strategies, and trade, while sharply criticizing the infrastructure and political circumstances surrounding the tournament, particularly in the aftermath of the Iran War and a number of global geopolitical upheavals stemming from US policies. Chinese analyses focus on purely commercial interests, criticizing the exorbitant costs of broadcasting rights. Conversely, they highlight the role of leading Chinese companies in profiting from the event by providing innovative and advanced broadcasting technologies and exporting merchandise and fan supplies. However, they also offer several critical observations regarding the infrastructure and political climate. Chinese research centers express critical skepticism about the readiness of US cities, suggesting that complexities related to visa requirements and a strict security and political environment could hinder fans and undermine the freedom of movement necessary for such events.
Based on the preceding understanding and analysis, we can discern the perspective of Chinese media and research centers that the United States exploits hosting international sporting and political events as a prominent tool for employing sports to enhance American soft power, attempting to project influence to manage conflict, and solidifying its leadership of the global order. Therefore, Chinese think tanks and intelligence agencies have developed a comprehensive media and research plan to expose American polarization worldwide. Conversely, Chinese media and think tanks emphasize Washington’s failure to garner international consensus, highlighting the sharp division and widening gap between Western powers and the rising powers of the Global South. This underscores the mechanism of conflict transformation, where competition is no longer limited to the economic and military spheres but has expanded significantly to encompass soft power tools and media discourse. This reflects a picture of expanded strategic competition and its impact on international stability.
