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Shoemaker Nuggets World Cup A Little Bit Of Joy And Sorrow (1)

2010/7/5 16:51:00 17

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In the people's impression, the Olympic Games' ability to absorb gold is no match for any sports event; however, according to the latest statistics from FIFA, the coveted "cheese" in the world cup is slowly fermenting, and there is a great momentum to surpass the Olympic Games as "the most profitable sports event".

Before the opening ceremony, the world cup in South Africa called out the slogan of "the most profitable world cup in history". Did the result turn out to be a small soccer game, as everyone expected?

Spend money in an ambush

World Cup

The "Avatar" is a little suffocated.

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,

Avatar

"In the movie world cup" Oscar was defeated, the opponent's price is ironic. Oscar's best movie "bomb disposal force" costs only 11 million dollars.

Even more embarrassing to Cameron is that the bomb disposal force producers have talked about investing in Afanda and said they should not vote for the "billion dollar movie".

The results showed that they played an active role in the ambush marketing relationship with Afanda.

The same situation was also reproduced in the commercial battle of the world cup in South Africa.

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.

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Playing football

Nike

In 2002, in the construction of Nike village in Korea, 70% of the fans thought they were sponsors. Unwittingly, in 2008, Nike's share of football products in Europe exceeded Adidas.

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.

It takes luck and wisdom to spend money on movies.

Nike

Just less than the cost of sponsorship of FIFA, there are not enough expenses in the personal sponsorship of 9 teams and hundreds of players, and there are more ambush wars than Nike province.

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 renamed your pet Sepp Blatter (the name of Blatter, FIFA president), your pets will be able to fly with you free of charge during the world cup in South Africa."