As the countdown to the FIFA World Cup 2026 begins, the passion for football from Sichuan, China, has already resonated far and wide. On the evening of May 19, one of the most eagerly awaited showdowns of this CSL season kicked off at the Chengdu Wuliangye Culture and Sport Center. On home soil, Chengdu Rongcheng FC stood ready to face the defending champion — Shanghai Port FC. Tens of thousands of fans packed the venue, unleashing wave after wave of deafening “Rise Up” chants.

Amid this highly anticipated clash, a fan cheering event themed “Cheer for Sichuan, Raise a Toast to the World” quickly went viral.

Organized by Sichuan Daily All-Media and in exclusive partnership with Wuliangye, the cheering event garnered widespread enthusiasm from fans both on and off the pitch at the Wuliangye Culture and Sport Center. This event represented not only a vibrant celebration by the fans but also a vivid demonstration of the deep integration of “sports, cultural tourism, and national brands”. As the Official Branded Licensed Product of the FIFA World Cup 2026, Wuliangye leveraged this top-tier event to skillfully fuse the passion for football, the vitality of the city, and the profound heritage of Chinese Baijiu, leaving the world with a lasting “Impression of Sichuan”.

Sports Events, A Powerful Boost for Cultural and Tourism Industries

The “Premier Football Market” Embodies the City’s Vibrant Spirit

In recent years, as Chengdu is building itself into a world-class sports city to the highest standards, the philosophy of “travelling with games” has gradually emerged as a key driving force in revitalizing urban consumption.

Since the recruitment for this event launched on May 14, it has quickly garnered widespread attention from fans across Sichuan and nationwide. On match day, a giant 5-meter-tall inflatable replica of the FIFA World Cup Trophy stood prominently at the North Plaza of the Wuliangye Culture and Sport Center, along with Wuliangye’s inflatable matrix of World Cup branded products: the Eighth-generation Chinese Baijiu and the “Fiery Golden Ball”. Together, these installations became a must-visit spot outside the stadium, attracting a flood of fans eager to take photos.

This event brought together prominent figures, including Ma Mingyu, a legendary Chinese football player, Vice Chairman of the Sichuan Football Association, and captain of the 2002 FIFA World Cup Chinese Men’s National Team; Zhang Limei, President of the Sichuan Fans Association; and Deng Yiheng, a forward for the Yibin Yangtze River’s First City Football Club in the Sichuan City Football League (Chuanchao), who previously topped the league’s top scorer list. They were joined by a sea of passionate fans from across Sichuan. At halftime, a heartwarming and romantic scene unfolded in the stands: Mr. Deng, a long-time fan, proposed to his girlfriend — also a football enthusiast — in front of over 40,000 spectators. The idea of “expressing true love and cheering for our passion here” not only reveals a unique form of romance among Sichuan locals but also vividly illustrates the “vibrant lifestyle” in Chengdu, the City of Happiness.

This event marks an innovative breakthrough in the integrated development of Sichuan’s “Chinese Baijiu + cultural tourism + sports” sectors. Availing of the strong momentum of building a world-class sports city, Chinese Baijiu brands, led by Wuliangye, take top-tier sports events as a stage to fuel the global expansion of Sichuan’s Chinese Baijiu. In doing so, they ensure that the province’s industrial and cultural identities resonate in unison.

Chinese Brands Going Global

From “Rise Up” to “Cheers”: A Cross-Border Cultural Symphony

If the Chinese Super League is a local celebration in the heartland of Sichuan fans, then collaborating with the World Cup represents another strategic journey for Chinese brands as they venture onto the global stage.

As a leading Chinese Baijiu brand, Wuliangye has become an Official Branded Licensed Product of the FIFA World Cup 2026. This fan cheering event is undoubtedly a stunning highlight of Wuliangye’s World Cup marketing campaign.

“Sports and liquor are both universal languages of the world. In the world of football, people of different skin colors and languages can all appreciate the charm of competitive sports. Similarly, people around the world can all experience a shared passion and happiness through a sip of liquor”, said Ma Mingyu. In an interview with reporters, Ma recalled that more than 20 years ago, Chinese football embarked on its World Cup journey. Today, Wuliangye, as a Chinese brand, is starting its own significant World Cup journey. All of this, he noted, “contributes to the vibrant blossoming of Chinese culture on the world stage.”

The event featured the spectacular unveiling of a massive Tifo–a 18-meter-long, 12-meter-wide fan display. Sichuan elements such as the Southern Sichuan Bamboo Sea and the Sun and Immortal Birds Gold Ornament intertwined, showcasing the cultural heritage of the Bashu region. Ma Mingyu joined hundreds of guests and fans on site to inscribe messages onto this giant banner, emblazoned with the slogan “China’s Passion: Embracing the World”. This Tifo, imbued with the deep affection of Sichuan fans, will be showcased by Wuliangye across stadiums in the U.S., Canada, and Mexico throughout the World Cup. Meanwhile, Wuliangye’s specially crafted Official Branded Licensed Chinese Baijiu of the FIFA World Cup 2026 will make its debut on the global stage, toasting the world’s passion with the “rich aroma of a great nation.”

While the pitch is where rivalries ignite, the world beyond its boundaries is where the sporting flame is kindled. This event transcends the tournament itself, redirecting its focus toward primary sports education.

On the day of the event, Xia Jianguo, a football coach from Huangjuezhuang Primary School in Yibin, brought his young football players to the venue. Ma Mingyu warmly presented the young players with autographed footballs and signed their jerseys, encouraging them to boldly pursue their dreams on the pitch. “The fans are the lifeblood of Chinese football’s future; it is the fertile soil in schools that nurtures great talent,” remarked Xia Jianguo, a veteran of grassroots sports, whose words were filled with heartfelt conviction.

“Cheer for Sichuan, Raise a Toast to the World.” From the rallying cry of “Rise Up” to the invitation to “Raise a Toast”, Wuliangye, as the Official Branded Licensed Product of the FIFA World Cup 2026, is facilitating a deep integration between Chinese Baijiu culture and the world’s premier sports IP. This initiative injects new verve into Sichuan’s ambition to build a world-class premium Chinese Baijiu industrial cluster and Chengdu’s vision to build itself into a world-renowned sports city, marking a pivotal milestone in the journey of “China’s Passion: Embracing the World”.