(Yicai Global) Dec. 20 -- Chinese dairy giant Mengniu Dairy Co. [HKG:2319] has become an official global sponsor for the 2018 FIFA World Cup in Russia, it said in a statement today.

The Inner Mongolia-based firm did not disclose the sponsorship fee, but said it will invest CNY2 billion (USD303 million) in marketing for the event. Consumers from around the world will be able to taste the company's 27 products, which include milks, yogurts, ice creams and milk powders, during the soccer competition.

Mengniu sells to six overseas markets, its Chief Executive Jeffrey Lu said, adding that with the help of the World Cup, it will be able to internationalize faster.

Chinese companies have recently turned to overseas marketing platforms, including sports contests, to help grow in overseas markets. Appliance maker Hisense Electric Co. [SHA:600060] and smartphone brand Vivo signed up to sponsor the World Cup in April and May this year.

Last year, commercial real estate leviathan Dalian Wanda Group Co. partnered up with FIFA, the international governing body for soccer, at the highest level, in an agreement that will see the two work together during the next four World Cups.