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汗纳迪姆
Aug 03, 2022
In TV& Film Forum
The Olympic Games are in full swing, and the previous series of twists and turns have been replaced by the enthusiastic atmosphere of the whole people watching the Olympic Games. No one wants to recall what the sports world has experienced after the epidemic: many major sports events that originally belonged to 2020 have been postponed. The Tokyo Olympics have been postponed, as have the European Cup and America's Cup. But in this way, taking over the baton in 2021 actually ushered in a gratifying "sports year" - for the first time in history, two Olympic Games were held in half a year, plus the European Cup, America's Cup, World Championships It has to be said that this year is a feast for sports fans. Of course, the new year of sports means that many brands have ushered in a key marketing node that cannot be missed. Because sports events have the characteristics of controllable risks, high cost performance, and stable exposure, sports marketing has always been one of the methods favored by many brands. But the event is essentially an intangible, non-standard cultural product. Stars change, and different brands will change their marketing demands. There have been great changes in the participation and gameplay of sports marketing, and several trends have also become more and more popular. appear. 1. Chinese brands are more interested in sports events As an imported product, commercial sports have been dominated by overseas brands for a long time. But the situation is very different today, with Chinese brands gradually increasing their participation in the world's top sporting events. For example, since Chinese brands first appeared in the sponsors of the 2016 European Cup, in just five years, Chinese brands have been promoted to the largest sponsors. Among the 12 top sponsor seats in this year's European Cup, Chinese brands account for four (Alipay, Douyin overseas version TikTok, Hisense, vivo). In 2019, only TCL sponsored the America's Cup, but in this year's America's Cup, three of the four main sponsors are Chinese companies, namely Kuaishou Overseas Edition Kwai, China Kexing, and TCL. Nielsen's "Global Sports Marketing Trends 2021" report also pointed out that since the 2008 Beijing Olympics, Chinese companies are increasingly using sports sponsorship as a way to support the growth of their brands. In the next 10 years, Chinese brands will account for the global sponsorship market. one-third of the total growth. European Cup At the same time, the purpose of Chinese brands getting together in world-class sports events has also changed a lot from before. In 2018, the sponsors of the World Cup in Russia were Wanda and Mengniu. At that time, these two brands mainly focused on the domestic market. Therefore, the purpose of sponsoring international sports events was to show their muscles and maintain exposure in front of the Chinese. But today, the globalization trend of Chinese brands is accelerating, and world-class sports events have become a stepping stone for Chinese brands to open up overseas markets. Baisuishan and FIBA ​​Signing Ceremony For example, in 2019, Baisuishan announced its sponsorship of the Serbian men's basketball team, and at the signing ceremony, it made public its plan to enter the Serbian market. According to statistics, up to now, Baisuishan has successively cooperated with FIBA, FIVB, Basketball World Cup and other international sports organizations and top-level event IPs. area. Brands such as Skyworth TV and vivo, which regard overseas markets as their main growth drivers, have been active in large-scale overseas sports events for a long time. Since 2014, vivo has successively cooperated with Sudirman Cup Badminton Championship, BCCI (Cricket Federation of India), FIFA World Cup, NBA and telemarketing list many other events, and this year became the partner of the opening and closing ceremonies of the European Cup. Since the brand upgrade in 2019, Skyworth has increased the layout of sports events, and has sponsored F1 teams, Juventus teams, the European Cup and so on in recent years. This year, Skyworth first launched Juventus' joint merchandise, and then sponsored the European Cup. Brands going overseas has become normal, and more and more Chinese brands are using sports events as a key node to strengthen their influence in overseas markets. In the future, with the pace of going overseas, the weight of Chinese brands in world-class events is bound to be heavier. 2. Old players are stable and new players appear Among the many Chinese brands that spend money on sports events, the sports brands that best fit the sports events are the old players who are very interested in world-class large-scale events. Since 800,000 yuan was spent in 1999 to hire the then Chinese table tennis player Kong Linghui as the brand spokesperson, Anta has become a long-term partner-level sponsor of the CBA and the Chinese Olympic Committee. In this year's Tokyo Olympics, Anta also specially invit
In the new year of sports, what are the new trends of "sports marketing" for brands?
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