China's Huawei soft power push raises hard questions

FILE - In this July 4, 2018, file photo, a shopper walks past a Huawei store at a shopping mall in Beijing. Canada’s national game _ brought to you by

FILE - In this July 4, 2018, file photo, a shopper walks past a Huawei store at a shopping mall in Beijing. Canada’s national game _ brought to you by

TORONTO (AP) — Canada's national game — brought to you by China's Huawei.

As a nasty diplomatic feud deepens between the two countries over the tech company, it hasn't gone unnoticed that Huawei's is a major sponsor of "Hockey Night in Canada."

The TV show's hosts regularly remind the 1.8 million weekly viewers that program segments are "presented by Huawei smartphones."

The cheery corporate message contrasts in a surreal way with the standoff over the arrest of Huawei Chief Financial Officer Meng Wanzhou.

The TV deal is one of many examples of how Huawei, the world's biggest telecom gear producer and one of the top smartphone makers, has embarked on a global push to win consumers and burnish its brand.