Chinese Robotic Vacuums Target Europe with 'Football Stars' Strategy [IFA 2025]

From Schweinsteiger to Modric
Chinese Companies Leverage Football Superstars for Global Expansion

Chinese companies are leveraging "football superstars" to target the global market. At the "IFA 2025" International Consumer Electronics Fair held in Berlin, Germany-the home of the "Iron Squad"-former German national football team player Bastian Schweinsteiger made a personal appearance to promote a Chinese robotic vacuum cleaner, highlighting a marketing strategy tailored to local culture.

Former German national football team player Bastian Schweinsteiger appeared at the IFA 2025 exhibition on the 5th (local time) as a promotional model for the Chinese home appliance company Dreame. Photo by Yonhap News

On the 5th (local time), Bastian Schweinsteiger appeared at Messe Berlin, where the IFA 2025 exhibition was taking place. As a promotional model for Chinese home appliance company Dreame, he helped introduce Dreame’s new robotic vacuum cleaner products, including the Cyber10 Ultra equipped with a multi-axis robotic arm and the CyberX, which can even climb stairs.

Schweinsteiger personally demonstrated Dreame’s flagship new products on stage and delivered a briefing, while Dreame hosted an interactive event where visitors could take photos with him or receive his autograph. The direct appearance of a German football legend succeeded in generating an enthusiastic response from local fans.

On the 5th (local time) at the IFA 2025 exhibition, Chinese home appliance company Mova introduced new technology applied to robotic vacuum cleaners. Mova appointed Luka Modric, captain of the Croatian national team, as its brand ambassador. Photo by Heejoon Jang

Sports marketing aimed at expanding consumer engagement was especially prominent at the exhibition booths of Chinese companies.

Another Chinese home appliance company, Mova, featured Luka Modric, captain of the Croatian national team. Modric, who has played for Tottenham Hotspur in England and Real Madrid in Spain, is currently active with AC Milan in Italy. During the product demonstration at Mova’s booth, the largest display prominently featured Modric’s image.

A Mova representative explained, "Modric’s intelligent playing style is connected to the identity of Mova products, which offer perfect control based on artificial intelligence (AI) technology," describing the background for appointing him as their ambassador.

Chinese home appliance company Hisense is broadcasting a soccer match through its new TV model exhibited at IFA 2025 on the 5th (local time). Hisense sponsored the tournament this year as a global partner of the FIFA Club World Cup. Photo by Heejoon Jang

Similarly, Chinese brand Midea is strengthening its presence by featuring "monster striker" Erling Haaland of Manchester City. Hisense, which was a global partner and sponsor of this year’s FIFA Club World Cup, broadcast soccer matches on the TV screens filling its exhibition booth.

The appearance of football superstars on the IFA stage is seen as a marketing strategy aimed at the European culture, where daily life and football are closely intertwined. By reducing resistance to new technologies such as AI appliances and smart homes and approaching the local market in a more familiar way, it is expected that sports-linked promotional strategies will continue to expand in the future.