Kappa Pathfinder: Attention Marketing

21% of the audience's progressive volume, 0.6% of the audience's ratings, when the women's World Cup synchronized with the two figures are very precious.

It can be seen that this year's red hot marketing campaign around the China net has shown us a great future of sports marketing.

There was a marketing highlight of the 2007 China Open tennis tournament, which was widely enjoyed by many people: the organizing committee first invited the referee to the award ceremony.

Jankovic, who was the runner up of the 2007 Women's singles in China Open tennis tournament, said on behalf of the organizing committee, "thank the referees to join us in creating such a wonderful match for all friends who like tennis."

This referee's clothing sponsor, Kappa, a famous sports and fashion brand from Italy, has provided such a creative idea for the marketing of tennis events, so that Kappa has earned enough attention economy.

Kappa, known for its "fashion, sports, sexy and taste", has identified the context of its own brand and its marketing.

The brand positioning of "sports brand leisure, sports brand specialization" is in line with the characteristics and styles of tennis sports and fashion.

"Kappa's activities in China net follow two ideas, first of all, professionalism, followed by the quality of leisure and fashion."

According to Kappa senior executives, as the official sponsor of the network, they provided equipment for referees, officials and service personnel in the competition. They also participated in the promotion activities of the China net event organization, which reflected the professionalism of Kappa at the competitive level. Secondly, it embodied the taste of leisure and fashion, and the tennis competition which had always been quiet and dull in the arena for the first time was integrated into the entertainment elements. In addition, ATP and WTA players were invited to engage in special training with spectators to promote the "crazy tennis" course of the International Tennis Association, so that the audience could feel the joy of tennis in entertainment, and its effect is self-evident.

"Kappa's many characteristics enable us to fully display the beauty of athletes' sports while providing professional services.

More importantly, the integration of sports and fashion is an important trend in the development of sports goods nowadays, and the spirit of tennis is interpreted in the form of fashion. This is the inherent advantage of Kappa. "

Kappa China CEO Qin Dazhong elaborated the marketing idea, said that sponsoring the Hongkong table tennis team, the Chinese 49 person class Olympic sailing team and so on the market action has started, may say Kappa's Olympic Games marketing is quietly developing.