Sponsorship Fee Low Exposure Rate High Sports Brand Targeting Foreign Legion

Last weekend, Dana Hussein, an Iraqi track and TV reporter reported by CCTV, became a "red man" in China's online forum.

The beautiful female athlete, wearing a pair of second-hand running shoes, still insisted on participating in the Beijing Olympic Games, which was considered by the Chinese netizens to reflect the Olympic spirit.

This news also caused many netizens to question their sponsors.

The survey found that at the Olympic Games, a group of sports brands in China adopted the way of sponsoring foreign legions to participate in Olympic marketing, including a number of national sports teams including the Iraqi delegation.

Compared with China's popular teams, the cost of curve sponsorship is much lower and the exposure is very high.

According to CCTV, Iraqi track and field athlete Dana Hussein wears a pair of second-hand running shoes and insists on pre competition training.

Two other Iraqi athletes, Haider Nozad and Hussein Jebur, wore the old T-shirts in the group C competition of rowing men's double paddle final.

Subsequently, many netizens in China called on the Internet to help Iraqi athletes, and many questioned that sponsors failed to fulfill their responsibilities.

The investigation shows that the sponsor of the Iraqi Olympic delegation is China's sports brand PEAK.

Although yesterday PEAK refused to give a positive interview, its responsible person said before that the Iraqi Olympic delegation was released from the competition in the evening of July 29th. Therefore, it is very difficult to send all sportswear to the players in a very short time.

But as of August 15th, sportswear was all in place, and athletes did not need to wear old clothes to compete.

Anyway, sponsoring the Iraqi Olympic delegation has given PEAK an extremely high exposure.

The sponsorship of Iraq, due to the suspension of the storm, the degree of twists and turns is far beyond imagination, but brought PEAK's attention more than expected.

Such a high exposure cost PEAK a lot of advertising fees, and the total sponsorship costs in the hundreds of thousands of yuan.

The Chinese enterprises that sponsor the Foreign Legion are far more than the PEAK family.

In the survey, a project entitled "15 countries and regional Olympic committees in China" has been obtained. The project shows that the highest bid price for the Olympic team of Lithuania, Mexico and Belarus is 1 million 500 thousand and the lowest is 400 thousand dollars.

The return is the logo of the Olympic Committee of the IOC and the advertising of the authorized name, the use of IOC logo on the promotional items, the right to produce and distribute the promotional items, the exclusivity of the product categories in the sponsors of the Olympic Committee, and the acceptance and use of products by the foreign Olympic Committee.

But according to industry sources, in fact, enterprises need to pay more money than this offer.

Wu Rongzhao, vice president of Hongxing Ke, who sponsored the two Olympic delegations of North Korea and Zambia, said that the balance between input and output is the key to calculating a brand's Olympic marketing strategy.

In his view, Hongxing Erke sponsored the two sports delegations, on the one hand, deepened the brand thickness, and the other side tired the sports marketing experience, "and these are not displayed with data."

He also said that negotiations on the sponsorship of the 2010 World Cup in South Africa are in progress.

In addition, the Li Ning Co sponsored Spain and Sweden Olympic teams ranked 13 and 43 in the medal list with 3 gold, 3 silver, 1 bronze and 3 silver medals. The sponsored Argentina basketball team and the national table tennis team of the United States are high exposure and high ratings.

His sponsorship of the Sultan track and field team and the Tanzania track and field team showed prominently on the athletic field, and also showed Lining's unique vision.

Yu Mingyang, an Olympic marketing expert, points out that Chinese enterprises sponsor Olympic foreign delegations on the one hand, marketing and promotion, and on the one hand, national pride and pride.

Similar to the twists and turns in PEAK sponsorship, although the responsibility is not entirely in the sponsors, but the attention of the event is also very high, brand reputation is not good.

This incident reflects the lack of experience, lack of communication skills and slow response of Chinese enterprises in dealing with crisis events, all of which are tuition fees paid by Chinese enterprises to participate in Olympic marketing.