The 2018 FIFA World Cup in Russia have an absolute ruler: Chinese companies. Due to the corruption scandal of 2015, FIFA was abandoned by the Western companies that had sponsored their events over the decades. And so the 2018 World Cup became land of conquest for the biggest Chinese companies, investing hundreds of millions. At first Wanda, a real-estate mogul, then Hisense and Vivo in fact monopolized the scenario of the sponsorship. But the the most vivid memory in the supporters will be left by Mengniu, whose trademarks got exclusive rights to the distribution of sweets and ice-creams for the whole duration of the Cup.