The Risk Of Sports Marketing From The Calculation Of ADI'S Miscalculation

"The team is not your own. You become famous by yourself. What are the teams? What are you?

So I still want to warn young players that they have to be on the basis of the whole team. There is no team without you. In the evening of Wuhan after the defeat of the Chinese women's football team 0:1 to Norway, the 32 year old veteran Zhang Ying Ying seemed to have a saying.

It is not hard for fans to guess that the 19 year old Ma Xiaoxu should be blamed by the veteran.

This looks a bit similar to Korean actor Hyun Bin, who was expected to be Sun Wen's second young player to finish his first world cup with 0 goals.

But Zhang Ouying and Ma Xiaoxu are more annoyed than Adidas or SUZUKI.

During the women's soccer World Cup, Adidas's "my story series advertisement" Ma Xiaoxu appeared in the gap of the game broadcast, and another ad by Ma Xiaoxu endorsed the SUZUKI JIMNY Jim Ni SUV.

In addition, a more interesting detail is that after winning the first 3:2 of the Chinese women's soccer match, Denmark won the best player on the spot, not Li Jie, the leader of the first ball, not the one who played the midfield and had the ball to win the ball, not the Song Xiaoli who scored the winning goal, but the mediocre Ma Xiaoxu.

The choice of Adidas's title is to choose Adidas's potential stars.

But now, with the impatience of Ma Xiaoxu to leave the women's soccer World Cup, Adidas, as the official partner of the world cup, has been hit hard. As the first choice of Chinese women football player as an international brand of image spokesperson, SUZUKI automobile is also facing the embarrassment of being out of commission.

The risk of sports marketing has once again attracted the attention of all parties.

In fact, Adidas is not only a big fan of sports marketing, but also often miscalculated.

In Germany's World Cup last year, Nike's sponsorship of Nike's huge investment of $1 billion 800 million for the world cup was almost over because of 0:1's defeat in France.

The example that happened to us is that Marlboro, Pepsi Cola and SIEMENS did not win the brand reputation for the sponsorship of the Chinese Football League A League (later changed to the "Super League"). It also caused a lot of trouble because of a variety of farce of A and China super sports, and the characteristics of the double-edged sword of sports marketing had to be exclaimed.

With the approaching of the Olympic Games, sports marketing will become a more competitive arena outside the Olympic Games.

Objectively speaking, a large number of Chinese enterprises are not rivals of international brands in sports marketing. Our marketing and marketing methods are still immature, but this does not prevent us from using such an international stage to learn the experiences and lessons of multinational enterprises in sports marketing.

How can Coca-Cola choose Liu Xiang to endorse and bet on the success of the Olympic Games before Coca-Cola Olympic Games? How can Lenovo, like Lenovo, take advantage of the withdrawal of IBM and become the TOP sponsor of the Olympic Games when the brand meets the ceiling? It will be another hidden asset for the Chinese company to bring the Olympic Games to China.

As Ma Xiaoxu said in advertising, "to make a bigger challenge easier, it is to make ourselves stronger".