Shoe Companies Poured Into The World Cup &Nbsp; After High Investment (1)

In the impression of people, Olympic Games "

Spend money in an ambush

The World Cup "

Afanda has a global box office of 2 billion 729 million 140 thousand dollars, but if James Cameron can't get a budget of $500 million, he can't make this blockbuster.

In the same way, Adidas took the money to take a larger part of Afanda and spent $350 million to become a licensed sponsor of the world cup in South Africa.

However, Afanda is in the movie world cup.

The dispute between ball and shoes is "ambush" in "official".

According to the Economist magazine, about 30% of the FIFA World Cup in South Africa is from commercial sponsors, including Adidas's 350 million.

FIFA's top 6 sponsors spend an average of 250 million dollars.

Of course, those who paid for the blockbuster business made a profit. In the 2006 World Cup, Adidas, the top sponsor, sold 10 billion 84 million euros in that year, and its first annual sales exceeded 10 billion euros in history. Only one soccer revenue increased by 30%.

And their competitor Nike is clearly the "small investment and high return" route of the bomb disposal unit.

Lee Igor, a professor at New York University, has published a blog on "Forbes," which is a typical example of a low investment and high return non official sponsorship marketing in the world cup in South Africa. Nike is a typical example.

Half of the top eight teams wore jerseys with "three bars", while Nike only had two Brazil and Holland. Adidas spent $125 million on sponsorship of 6 top teams in 2009, but they were still dug up by Nike.

In this world cup, the popularity of Nike silver and orange double color football shoes is the highest. Even the German team that Adidas just sponsored with 20 million euros has been reduced to half of the world. The first battle of the war between Britain and Germany was 11, and Keluoze and other 5 people wore underwear and wear shoes, Nike shoes.

Playing football, Nike is an ambush. In 2002, Nike village was built in Korea. 70% of the fans thought they were sponsors. Unknowingly, Nike's share of soccer products in Europe exceeded Adidas in 2008.

In South Africa, Adidas's "ambush" from Nelson, an authoritative investigative agency, shows that in English websites, the amount of information that Nike links to the world cup is two times that of Adidas.

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It takes luck and wisdom to spend money on movies.

Nike is less than FIFA's sponsorship fee. It costs a lot of money to sponsor 9 teams and hundreds of players, and there is more ambush than Nike.

Budweiser takes Harbin beer, a Chinese subsidiary, to become the two tier sponsor of the world cup in South Africa. The specific sponsorship fee is unknown, but the starting price is $65 million.

With this money, other beer and beer signs don't want to enter the World Cup Stadium, who knows how to make big advertisements for them.

The world cup opening fourth days, Holland team, 36 wearing orange miniskirts wearing Holland beauty fans, the court security guards invited out, because they have "ambush" on the right side of the skirt on the right side of a small purple Holland "Bavaria beer" trademark.

Because South Africa had a strict anti ambush marketing bill decades ago, 2 women fans were sent to court for trial.

The beauty of the ticket was caught by the media. This matter was immediately stir fried by the media. The words "Bavaria beer" also became popular hot words with the development of news events.

The last two girls who had been faced with 6 months' imprisonment were also released. Otherwise, the FIFA anti ambush marketing group looked at the "Bavaria beer" which appeared every day, the first two.

There are not many opportunities to succeed in drilling hedges in the face of the strict anti ambush marketing measures of the FIFA. There are at least 3 elements of successful Ambush: Nike's financial resources, luck of Bavaria beer, or the wisdom of South African Budget airline company Kulula.

Look at Kulula's joking ad: "if you rename your pet to SeppBlatter (the name of FIFA president Blatter), your pet will be free to fly with you during the world cup in South Africa."

Can China's sponsors invest enough in return?

They have foreign names, such as Sam, Serra, but have the same origin -- China.

South Africa's World Cup, made in China, is on the stage. At the same time, the Chinese advertisements of Yingli, Harbin beer and American beer Budweiser are constantly reminding the world that China's products are an integral part of the world cup.

It is understood that about more than 60 thousand enterprises in Zhejiang and Guangdong have gained direct or indirect benefits through this world cup in South Africa.

The most typical example is the buzz of Serra, the initiator of the stadium noise, and nearly 90% of the buzz Serra in the world cup in South Africa is produced in China.

With the world toy manufacturing center, Chenghai District, Shantou, Guangdong, the big toy manufacturers made millions of buzz Serra for the world cup in South Africa.

Besides buzzing Serra.

The world cup mascots, scarves, wig and so on, everywhere, "MadeinChina" (made in China).

The controversial game ball was produced in the workshop of Jiujiang, Jiangxi.

It is said that after thousands of employees have been working overtime, 12 million games and commercial balls have been produced.

Makovsky, director of the production of ADA DAS, said, "China will participate in every competition through the Chinese game ball."

The label "made in China" is also essential in the prevention of AIDS condom wars.

According to the Shenzhen business daily, since February, the Ministry of health of South Africa has started ordering the "Choice (selection) condom" to the Guilin latex factory in Guangxi as the exclusive product for the world cup.

Before the opening of the world cup, 60 million condoms were provided from the Guilin latex factory to South Africa's Ministry of health.

Besides the wonderful competition, many Chinese fans have noticed the four characters of "China Yingli" on the OTC billboard.

According to media reports, Yingli paid $80 million for the world cup, while providing photovoltaic modules, solar panels and other related products.

In return, 64 games will be played in the world cup in South Africa, each time with 8 minutes of rolling advertising time.

In addition, there is a package of cooperation plans, Yingli can say that the world cup first World War became famous.

As Budweiser InBev is the sponsor of this world cup, and Harbin beer is a brand under Budweiser InBev group, so beer has also won the official recognition of the world cup promotion qualification.

It is worth mentioning that, in addition to the English registered trademark, Budweiser has also used the word "Budweiser" two words on the billboard of the world cup, which shows the importance of the Chinese market.

However, there are also some worrying things: first, some Chinese products processing enterprises earn less than 5% of the profits; two, can huge investments be rewarded? The world cup is only one month short, and if its huge investment can get enough returns, how will the market change after the world cup is a problem that sponsors have to consider.