涉毛泽东言论引舆论抵制 姆巴佩遭中国赞助商解约且央视停播西甲Chinese Brands Drop Mbappé and CCTV Halts La Liga Broadcasts After Mao Remarks

在网络流传的访谈片段中，姆巴佩参加了皇家马德里队友奥雷利安·楚阿梅尼主持的脱口秀节目《The Bridge》。姆巴佩在节目中谈到，自己最喜欢的网络搞笑图片是一段视频，画面里有人将他的脸合成到了“一名中国独裁者”身上，并称自己经常和朋友分享这一表情包。尽管该节目的YouTube官方频道未上架原始完整视频且播出时间未明，但画面中出现的合成肖像被广泛认为是指向毛泽东。姆巴佩因其个人影响力此前便有“独裁者”的调侃绰号，但将这一网络形象与中国已故领导人挂钩迅速招致了强烈反弹。

The controversy stemmed from unverified clips circulating from 'The Bridge', a French talk show hosted by Mbappé's Real Madrid teammate Aurélien Tchouaméni. During the appearance, Mbappé remarked that the meme making him laugh the most featured his face superimposed onto an image of 'a Chinese dictator', adding that he regularly used the meme with his friends. Although the complete original episode was not visible on the program's YouTube channel and its air date remained unconfirmed, the visual trailed off into an image resembling Mao Zedong. While Mbappé had long carried a running locker-room nickname of 'the dictator' among fans due to his immense influence, applying the joke to modern China's founding leader quickly crossed cultural boundaries.

中国大型足球资讯平台懂球帝于周一晚间率先发表声明，指责姆巴佩的相关言论不当且对中国和中国人民构成冒犯，伤害了广大球迷的感情。随后，该访谈截图与合成图在微博等社交网络迅速扩散，网民纷纷发帖批评其一边在中国市场获取丰厚商业收益一边冒犯公众，要求对姆巴佩本人及皇家马德里俱乐部发起抵制。部分用户在转发相关内容时对表情包和涉事表述进行了模糊与遮蔽处理，更有评论强调国际公众人物必须尊重中国人民的民族情感。

The domestic fallout gained traction on Monday night when Chinese football forum Dongqiudi issued a public statement condemning the remarks as offensive to China and hurtful to the feelings of domestic fans. Screen captures of the talk show and the underlying meme rapidly spread across Weibo, prompting widespread demands for a boycott targeting both the 27-year-old French forward and Real Madrid. Users criticized the player for profiting heavily from commercial endorsements in China while offending its public, with some circulating redacted versions that blurred the underlying meme while demanding that global public figures exhibit greater sensitivity toward national sentiments.

面对持续发酵的舆论，中国乳业巨头蒙牛与能量饮料制造商东鹏饮料在10月27日周二采取行动，相继宣布终止与姆巴佩的全部商业代言关系。东鹏饮料在其公开声明中表示，公司坚决反对并对任何冒犯民族情感的行为采取零容忍态度，即日起解除双方合作。蒙牛随后发布了措辞一致的声明，强调企业坚决反对并零容忍任何伤害中国人民感情的言行，全面停止所有合作。两家品牌的声明均未直接提及涉事访谈视频的具体细节。

In response to the public backlash, China's largest dairy company Mengniu and energy beverage maker Dongpeng Beverage took decisive corporate action on Tuesday, October 27, announcing the termination of their commercial agreements with Mbappé. Dongpeng stated that the company firmly opposes and maintains a zero-tolerance policy toward any behavior that offends national sentiments, ending all cooperation effective immediately. Mengniu issued a nearly identical notice, declaring that it firmly opposes and holds zero tolerance for any words or actions that hurt the feelings of the Chinese people, severing ties with the French forward without explicitly citing the viral talk show clip.

在此次事件发生前，姆巴佩在中国市场拥有极高的知名度与庞大的粉丝群体，其社交媒体关注者达数百万人，并被球迷亲切称为“圭圭”。在2026年国际足联世界杯期间，东鹏饮料曾在国内频繁播放由人工智能生成的姆巴佩饮用其产品的推广广告。解约声明发布后，“东鹏饮料终止与姆巴佩合作”迅速登上微博热搜榜首，部分消费者进一步呼吁品牌尽快下架并撤换印有姆巴佩肖像的能量饮料包装瓶。

Prior to the controversy, the Real Madrid player commanded a massive commercial presence and millions of followers across Chinese social networks, where supporters nicknamed him 'Guigui'. During the 2026 FIFA World Cup, Dongpeng regularly broadcast advertisements across domestic channels featuring artificial intelligence-generated footage of the French captain drinking its sports beverage. Following the corporate announcements, the termination topic surged to the top of Weibo's trending rankings, with numerous consumers pressing the company to remove Mbappé's image from retail energy drink bottles immediately.

随着抵制声音向体制内舆论场蔓延，官方媒体平台开始针对涉事球员采取实质限制举措。据《环球时报》报道，中央广播电视总台旗下的央视新闻客户端已将姆巴佩的相关内容予以剔除，应用内不再展示与这名法国前锋直接相关的专题信息。这一举动表明官方信息渠道在品牌解约之后，迅速收紧了对涉事体育人物的曝光窗口。

As demands for punitive action broadened across domestic media networks, state-run platforms moved quickly to restrict public visibility of the French forward. According to reporting from the state-owned newspaper The Global Times, mobile news applications operated by the state broadcaster CCTV removed and ceased displaying content related to Mbappé. The digital filtering effectively closed off state media promotional windows following the string of corporate contract cancellations.

除了移动端新闻应用的内容过滤，转播层面的调整直接波及到了联赛体系。国内媒体在10月27日周二报道，央视决定暂停播出西班牙足球甲级联赛的相关赛事。皇家马德里作为西甲20支参赛俱乐部之一，拥有36次夺冠的历史纪录，是该联赛夺冠次数最多的豪门球队，姆巴佩此番争议言论导致的停播决策令整项赛事的国内传播网络陷入停顿。

The operational countermeasures extended beyond mobile software into professional sports broadcasting, creating immediate disruption for the wider league. Chinese media reported on Tuesday, October 27, that CCTV will stop showing broadcasts of La Liga matches. Mbappé's club, Real Madrid, represents one of the 20 teams competing in Spain's premier football division and stands as the most decorated team in the tournament's history with 36 league titles, meaning the broadcast suspension abruptly cuts off the league's principal television distribution channel in China.

针对姆巴佩言论引发的连锁风波，中国外交部发言人林剑在回答媒体提问时表示，已注意到有关报道，并指出伤害中国人民感情的言行必然会引起中国社会各界的反对。在中国社会语境中，开涉及毛泽东的玩笑被视为不敬且属于社会禁忌。毛泽东作为1976年逝世的建国领袖受到执政党尊崇，有关他的公众言论受到严格审视。

Addressing the escalating fallout, Chinese Foreign Ministry spokesperson Lin Jian stated that Beijing had noted the relevant reports, emphasizing that words and deeds that hurt the feelings of the Chinese people naturally face opposition from all sectors of society. Within China, jokes regarding Mao Zedong, the founding leader who died in 1976 and remains revered by the Communist Party, are treated as disrespectful and constitute an enduring social taboo subject to tight boundaries.

国际体育界此前已有多次涉足敏感议题而遭遇中国市场抵制的前例。2019年，休斯敦火箭队总经理达雷尔·莫雷在社交媒体发表支持香港抗议活动的言论，导致中国方面暂停赞助合作。2023年，前NBA球员德怀特·霍华德因在与时任台湾副领导人赖清德同框的视频中将台湾称为“国家”，在网络引发强烈批评。姆巴佩此次涉及已故领导人的表述，再次触发了国际名人在涉华敏感议题上面临的商业排斥机制。

The reaction reflects established precedents where international sports figures encountered commercial boycotts in China after touching upon sensitive political and territorial topics. In 2019, former Houston Rockets general manager Daryl Morey posted social media support for Hong Kong protests, prompting Chinese partners to suspend sponsorship agreements. In 2023, former NBA player Dwight Howard drew severe backlash on Chinese platforms after referring to Taiwan as a country during a video appearance with Lai Ching-te. Mbappé's remarks about the late Chinese leader have similarly activated corporate termination and platform scrutiny.