Li added that this business card of football is a better way to carry out economic and trade cooperation and promote the cultural exchange between China and Africa, noting that her company has become the exclusive partner of the CAF since 1994.

Chinese companies' investment in Africa is still dominated by "hard power" such as infrastructure and construction, Li said, adding that since the Forum on China-Africa Cooperation (FOCAC) was held in 2018, Chinese brands have gained solid policy support in Africa.

"We responded to the Belt and Road Initiative and provided Africa with a large amount of infrastructure and resources support, but soft power is still in the beginning," she added.

"Our most important task is to promote and make connections, allowing the field of football and other cultural sectors from Africa to witness the strength of Chinese companies in this respect," Li explained.

She voiced confidence that through cooperation in AFCON, there will be more Chinese companies which are able to eye the possibility of the endless potential of football market in Africa.

Li pointed out that in 2018, the guests of the FOCAC and the enterprises agreed that in addition to continuing to strengthen cooperation in the field of infrastructure construction, China and Africa should also carry out all-round exchanges and cooperation in cultural fields including entertainment and culture sharing.

"Football is an important stop for cultural etiquette and diplomatic propaganda ... During the FOCAC in 2018, the Chinese government specifically mentioned that more than 50 sports and cultural exchanges should be held in 2019," Li noted.

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