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The Loss Of Sponsors And The Reward Of Non Sponsors

2008/8/19 11:04:00 26

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Sponsors Non Sponsors Olympic Marketing

Losing the gold medal, the athletes are distressed, and the sponsors are even more distressed.

The failure of the sponsors is like the voice of Zixia in the big talk Westward Journey: "...

I guessed the front, but I couldn't guess the outcome. "

Although they share common aspirations, they have varying degrees of bitterness.

Failed first gold sponsor

"I hope I can raise the five-star red flag, I really, specially, specially diligently......

I didn't do it. "

In August 9th, Chinese shooter Tully lost the "first gold", and sponsors SKYWORTH's marketing plan was also disrupted.

In June 2007, SKYWORTH Group signed a contract with the China shooting association early, and became an exclusive partner of the national shooting team through sponsorship.

Sponsors choose the Chinese shooting team as the sponsor of the primary consideration is the "first gold."

In 2004 Athens Olympic Games, Tully won the "first gold" for China.

At the same time, the Chinese shooting team is strong in strength, and is the traditional advantageous item and the big gold medals of the Chinese sports delegation.

In addition, the super high degree of attention of the "first gold" will also bring huge benefits to the sponsors.

As a partner of the Chinese shooting team, SKYWORTH can use the brand image of the national shooting team, and the shooting team athletes are obliged to take part in some public welfare activities of SKYWORTH.

Shen Jian, the brand director of SKYWORTH group, said that as early as a month ago, SKYWORTH had prepared a detailed advertising plan, regardless of whether the Internet or outdoor advertising was the focus of their marketing.

Now, everything needs to be rescheduled.

Although the Chinese shooting team still had gold medals, it was still much worse than the first gold medal.

Hongxing Erke is undoubtedly luckily compared to SKYWORTH.

In March 2007, while SKYWORTH was interested in sponsoring the Chinese shooting team, Hongxing Erke was also thinking about how to get close to the first gold medal.

In the end, Hongxing Erke locked the weightlifting project.

In August 9th, less than an hour after Tully lost his first gold medal, Chen Xiexia, China's weightlifting team, won the first gold in China.

Hongxing Erke, the sponsor, also posted a slogan on the shop for the first time: "Xia, raise the Chinese strength."

In August 14th, reporters learned from Tan Qibing, manager of Hongxing Erke brand promotion department, Hongxing Erke is arranging the marketing plan after the Olympic Games.

On the evening of August 13th, Hongxing Erke gathered in Xiamen to hold a mobilization meeting for marketing after the Olympic Games.

Just as Hongxing Erke was immersed in happiness, Anta published a full page advertisement in the media for women's weightlifting 48 kilograms.

A woman in a red dress holds the barbell and has a red character on the left side of the advertisement. "The champion's backbone is made in China". Under these fonts is a small font size "48 weightlifting in China", on the right is Anta sports Logo.

What is even more surprising is that the weightlifter in Anta's advertisement is somewhat similar to the real first gold winner Chen Xiexia, and also enhances the advertising effect.

Although Ren Xin Zhao, general manager of public relations of Anta (China) Limited, insisted to reporters that this is not "edge ball" marketing, but it is difficult to conceal its failure.