A World Cup referee dubbed the “Card Master” has developed a formidable personal brand, attracting sponsorships ranging from oral care brands to dairy producers. Recognised for his relentless “iron-fisted” style of freely brandishing yellow and red cards to players, China's unofficial World Cup representative, referee Ma Ning, has gained popularity and interest from fans - and now, brands.
In this article for World IP Review (WIPR), Xuefang Huang (Partner, Marks & Clerk Beijing) explores how Ma Ning has become a central figure in World Cup marketing campaigns by leveraging his personal brand. She also notes that the inherent nature of refereeing decisions can pose risks for brand partners, which may explain why “Ma Ning's endorsements are concentrated around major tournaments."
We hope you enjoyed reading this article. Find more IP related insights from our Summer of Sport ’26 series here.
