Hashtage sport helped the famous Real Madrid player Gareth Bale to form a commercial partnership with Tencent before the 2018 FIFA World Cup. The Welsh football star participated in a talk show named 与球星同行, that was held by Carlsberg, Tencent Videos, and Tencent Sport. The show ended up attracting over 13million viewerships online. The event brings Chinese fans closer to the player and created massive exposure and commercials value to the sponsors. The enthusiasm from Chinese fans towards the 2018 FIFA World Cup was raised to a new extension.