In The Olympic Games, ADI Cried, Lining Smiled.

The Olympic Games are not only a broad stage for athletes to show themselves, but also become the big stage for those who aspire to achieve greater brand influence through the Olympic Games.

In this regard, the Olympic Games are no exception.

Since 1984, Losangeles Olympic Organizing Committee Chairman and business wizardry Ueberroth has creatively integrated the Olympic Games and commerce, created the modern Olympic marketing mode and made it the "first profitable Olympic Games". The Olympic Games are no longer just a stage for athletes to show themselves, but also become the big stage for those who aspire to achieve greater brand influence through the Olympic Games.

In this regard, the Olympic Games are no exception.

Nike made Ada frustrated.

When bidding for Beijing Olympic sponsors, it was said that the bid price of Li Ning Co based on its own strength was 1 billion yuan, while Adidas's final bid was 1 billion 300 million yuan.

In this way, Lining lost the right to sponsor the Chinese sports delegation, including the award dress.

Adidas has become the official clothing partner of the Beijing Olympic Games, providing clothing for Chinese athletes, volunteers and technical officials, and sponsoring interactive online games with several Chinese athletes as its role, thus presenting its brand to the audience.

However, after spending so much money, it does not mean that Adidas will be dominant in the Olympic Games.

On the contrary, the company has a lot of headaches.

While Adidas became an official partner, Nike quietly signed an agreement with 22 sports teams from 28 of China's major sports events to provide their sports costumes and sports shoes.

Data show that the total number of sponsors sponsored by Nike is higher than that of Adidas, Lining and other 4 sporting goods providers.

This means that at the Beijing Olympic Games, 22 of the 28 major teams in China will compete in the sportswear and sports shoes with Nike logo and will appear frequently on TV.

What makes Adidas even more painful is Nike's star strategy.

Nike put the cards on Liu Xiang, Yao Ming, Hu Jia, Sui Feifei and even the Chinese men's football team.

Although the Chinese men's soccer team has become a symbol of failure, Sui Feifei and Hu Jia are also injured. Even the Chinese men's basketball team has lost all two wars. However, at the very least, Liu Xiang is still red.

The contract is only one of 40 contracts signed by Nike and many other national alliances such as the United States, Germany and Russia. These contracts ensure that the team members will be equipped with Nike equipment in the Olympic Games, no matter which company they provide for personal endorsement services, including Swiss tennis king Roger Federer and Australian track and field star Cragg Mortlam and veteran basketball superstar Kobe Bryant and Lebron James.

So, finally, the Olympic Games before us are like this: most of the 3000 athletes participating in the Beijing Olympic Games (about 1/3 of the total) are equipped with Adidas equipment on the podium.

In the competition, they will be equipped with Nike equipment.

    李寧笑到最后

When we mention "Lining" now, we hardly ever distinguish between the person or the brand.

Even if Lining chose a low-key business after retiring and rarely appeared in public, the Chinese had already linked him with the brand named by his name.

Although it is not Olympic sponsor, Lining leveraged to choose the team that supports China to win gold and hope to attract the greatest and most attractive people: diving, gymnastics, shooting, table tennis, and the Olympic team of Sweden and Spain, and the costumes of Sultan national track and field team and Argentina national basketball team, and has signed an agreement with CCTV sports channel. All the audience of the channel must wear Lining logo.

This obviously gives everyone an illusion of Lining's image and status.

In fact, a recent survey by Sheng three company showed that 45% of Chinese consumers mistook Lining for Olympic sponsorship.

This is enough to make Li Ning Co laugh, compared to the huge contributions of Adidas and Nike.

However, all this is not a climax.

When Lining himself became the last torch bearer of the Olympic Games, the Olympic sponsorship business rules over the years have been reversed by Lining when the Olympic torch is lit by the bird's nest after a long run of anti gravity.

Its own significance, far-reaching impression, and world image are no match for any Olympic sponsor.

It is reported that Lining's personal wealth also soared 30 million dollars in August 11th.

We can say that Lining is playing the edge ball, but at the same time there must be the Chinese people's psychological support for the national brand, as well as the respect for Lining himself as an outstanding athlete.

When all these things are added together, it has already formed a wonderful effect of 1 + 1 over 2.

In the four Olympic Games sponsorship war, Lining obviously laughed through the 42 skillful force.