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Dalian Wanda is championing China's future football stars in its World Cup creative.

Despite the nation not qualifying for the tournament, China's irrepressible thirst for football means it will spend five times more than America on World Cup advertising. Topically, Fifa may have been despondent at two of the world's biggest ad markets failing to make it to Russia this summer.

Dalian Wanda, one of many Chinese Fifa partners, gave the young players the chance to be official World Cup Flag Bearers. These youngsters take part in Wanda’s “Rising Stars” programme.

China’s commitment to the event is part of the country’s growing fascination with the game, following comments by President Xi Jinping who wants China to become a football superpower by 2050. 

Football has been a major area of focus for the Chinese government, which aims to improve football skills within the country, in a bid to help its plans to host and ultimately win a Fifa World Cup within the next 15 years.

On Fifa's books from China is Luci, Diking, Vivo, Wanda, Hisense and Mengniu.

Vote for the ad below in The Drum's Creative Works.

: Dailian Wanda 'Rising Stars'

Agency:
Client: Dailian Wanda
Date: June 2018
Dalian Wanda Group Brings Chinese “Rising Stars” to the FIFA World Cup Russia in New Film
Short film documents official FIFA partner Wanda giving a group of future Chinese football stars the opportunity of a lifetime to walk out onto the pitch at the FIFA World Cup.
On the eve of the 2018 FIFA World Cup Russia, official FIFA partner Dalian Wanda today released a new short film that tells the story of a group of young Chinese footballers who will be given a once-in-a-lifetime opportunity in Russia. 
Credits:
 
Tags: Asia, Fifa World Cup
 
 
 
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