Advertisers defeat the World Cup Hong Ke Erke was knocked out of North Korea

Wu Rongzhao, the vice president of China Fujian Hongxing Erke Group, has been closely involved in a unique sponsorship journey with the North Korean football team. Since 2006, Hongxing Erke has supported the North Korean national team, aiming to boost brand visibility and create a global footprint. At the time, the idea was simple: partnering with a relatively unknown but potentially powerful team could offer significant exposure without the heavy financial burden that comes with more established sports programs. The initial plan was to leverage the 2008 Beijing Olympics as a platform for brand promotion. By choosing North Korea—a country often seen as mysterious and off-limits—Hongxing Erke aimed to stand out in a crowded market. The decision paid off when North Korea unexpectedly qualified for the 2010 World Cup, bringing even more attention to the brand. However, what started as a promising partnership soon turned into a complex challenge. As North Korea’s performance in the World Cup grew, so did their demands. What once felt like a mutually beneficial relationship began to shift. Wu Rongzhao recalls how the North Korean team became more demanding, making negotiations increasingly difficult. “We felt we were not on the same planet,” he said, highlighting the growing frustration with the communication and expectations from the other side. Despite efforts to maintain the partnership, the relationship eventually broke down. Hongxing Erke chose to walk away, citing the complexity of dealing with a state-run team and the lack of clarity in contractual terms. This decision marked the end of an ambitious attempt to bring a Chinese brand onto the global stage through the World Cup. While the sponsorship didn’t reach its full potential, it still provided valuable lessons. Wu Rongzhao admitted that while there were many factors at play, including the unique nature of North Korea’s system, the experience taught them about the importance of clear communication and realistic expectations in international partnerships. In the broader context of the World Cup, where brands like Adidas have long dominated, Hongxing Erke’s journey reflects both the opportunities and challenges of global sports marketing. With millions of viewers tuning in, the World Cup remains one of the most powerful platforms for brand exposure. Although Hongxing Erke missed the chance to fully capitalize on this opportunity, their story highlights the unpredictable nature of sports sponsorships and the risks involved in working with teams from less conventional backgrounds.

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