June 12, 2026 – With the 2026 FIFA World Cup kicking off across the United States, Canada, and Mexico, the summer is all about football — and tech brands are eager to ride the wave.
Xiaomi Auto has just unveiled its latest brand move: Declan Rice, the Arsenal midfielder and England vice-captain, is now an official experience ambassador for the Xiaomi YU7. The timing is no coincidence. Rice — whose last name translates to “rice” in Chinese, earning him the affectionate nickname “Dàmǐ” among fans — has now, in Xiaomi’s words, officially “joined the company.”
The partnership is a perfect brand fit. Rice, who moved to Arsenal in 2023 for a record £105 million, helped the Gunners claim their first Premier League title in 22 years during the 2025–26 campaign. Known for his defensive grit and playmaking intelligence, Rice projects a steady, reliable image — exactly the persona Xiaomi wants attached to the YU7.
The YU7, Xiaomi’s first all-electric SUV, targets the premium performance segment with smart driving dynamics and long-range capability. Its GT variant already made headlines last year by setting a Nürburgring lap record for electric SUVs at 7 minutes 22.755 seconds. By linking Rice’s on-pitch dominance with the YU7’s engineering credentials, Xiaomi is pushing a “steady, versatile, high-performance” brand message while expanding beyond its core tech audience.
This isn’t Xiaomi’s first time playing with name-based wordplay in its endorsements, either. The brand previously teamed up with actress Shu Qi for the SU7 launch — another move built around a clever homophone gag that went viral in Chinese social media.
As the World Cup draws global eyeballs, Xiaomi is betting that a little football humor and a top-tier athlete can go a long way.
