Alibaba, BYD Try to Turn Football Fans Into Shoppers

When I was in Europe a couple of weeks ago, I noticed that in the midst of celebrations around the UA for European football tournament, something else is part of the landscape, Karen, That is Chinese technology companies being sponsors, Evie Maker, BYD, Aliexpress, Ali Pay and it's in in this era of increasing tech competition between the US and China. I just was so surprised to see these names so present on the football broadcasts from the BBC, ITV in Europe. I was in mainland Europe looking at continental Europe. What do you make of that? Previously it was crypto names, all sponsoring shirts. Now it's chips and it's also Chinese e-commerce. But just the amount that they're spending in here, how much do they need to build on the app downloads to be able to vindicate the sort of marketing spend on your foot game? So this is definitely about going after the European market. But the interesting comparison is Timu. Remember Timu did a lot of ads around the Super Bowl in 2023. They saw in massive surge in downloads of their app and then activity in that market. So you look at Aliexpress as an example, they're clearly hoping for the same BYD, the doors closed for them here in the United States. But in Europe, 1% of the EV market, there's a lot for them to play for. So who have they been sponsoring and which games were you shouting at the TV in a in a bar or a pub or at home? That's what's so astonishing. All the games, they're they're in the live broadcast of all the games, irrespective of which German, Italian, French, UK broadcaster you watch. But when I got back, Fox Sports has the rights to the EUR here. Yeah. And you can still see them through that as well. So it is everywhere.