China has become a significant player in Africa, with bilateral trade exceeding $300 billion in 2025. The Forum de coopération sino-africaine (Focac) has strengthened institutional connections between China and African nations. China's soft power strategy, popularized by Joseph Nye, involves attracting and seducing rather than coercing or paying. This approach aims to increase China's influence without relying on military or economic might.
Sports sponsorship has become a key aspect of China's soft power strategy. Chinese companies are investing heavily in sponsoring continental and international sports competitions, including the Spanish "Liga" and English "Premier League". China's massive market has made it an attractive platform for broadcasting sports events. Beijing's hosting of the 2008 and 2022 Olympics has also contributed to its growing presence in the sports world.
The recent controversy surrounding Kylian Mbappé's comments has highlighted China's significant influence in the sports industry. Five Chinese companies, including BYD and AliPay, were among the 13 sponsors of the 2024 European Cup. China's role in constructing stadiums worldwide, particularly in Africa, has further solidified its position. Mbappé's annual advertising revenue in China is estimated to be $22 million, accounting for 38% of his global commercial revenue.
China's medical missions have also played a crucial role in its soft power strategy. The Chinese navy has deployed hospital ships to various African countries, including Mauritania, Senegal, Guinea, Côte d'Ivoire, Togo, and Ghana. The "Arche du bonheur" hospital ship provided over 6,000 consultations and performed 29 surgeries during its visit to Dakar from September 25 to October 1.
China's health initiatives have been well-received in Africa, where medical care can be scarce. By providing medical services and equipment, China is building goodwill and strengthening its relationships with African nations. This approach has allowed China to expand its influence while addressing local needs.
The intersection of sports and health has also become a key area of focus for China. By investing in sports infrastructure and providing medical services, China is promoting a holistic approach to development. This strategy has enabled China to connect with local populations and foster a positive image.
As China continues to expand its soft power in Africa, it is likely to face both opportunities and challenges. While its sports and health initiatives have been successful, China must navigate complex local dynamics and competing interests. Nevertheless, China's growing influence in Africa is undeniable, and its soft power strategy is likely to remain a key aspect of its engagement with the continent.
Key points
- China's sports sponsorships have increased its influence in Africa, with five Chinese companies sponsoring the 2024 European Cup.
- China's medical missions have provided critical healthcare services to African nations, building goodwill and strengthening relationships.
- China's soft power strategy aims to attract and seduce rather than coerce or pay, promoting a positive image and increasing influence.
