Major Euro 2016 sponsor Chinese electronics giant Hisense is embroiled in controversy over an advertisement.

Its slogan, "Hisense, China's No.1 TV Brand," has sparked debate over truth in advertising, with some accusing the Qingdao-based company of violating China's advertising laws by using the term "No.1."

But others defended the ad, saying it's in France, which does not violate that country's advertising laws.

"At least Hisense does better than the Chinese national soccer team; they appear on a major world soccer tournament," one netizen posted.

Other Euro 2016 sponsors are making similar lofty claims, with German sportswear giant adidas saying "First Never Follows," Turkish Airlines claiming "Meet Europe's Best" and Danish brewing company Carlsberg declaring itself as "Probably the best in the world."

Hisense is not the first Chinese company to be a major sponsor of an international soccer event. Baoding-based solar energy company Yingli sponsored the FIFA World Cup in 2010 and 2014.

And Dalian-based Wanda Group became a top-level sponsor of the world soccer governing body FIFA in March.