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Stories About Sponsors Of Sporting Goods In The World Cup

2010/7/10 9:58:00 420

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Those stories about sponsors of sporting goods in the world cup (1)

"Ultima parada, La Gloria" is a Spanish, plated into Chinese meaning: "the last stop, glory!" this is the slogan of the bus that was printed on the Argentina team during the current world cup in South Africa.

This slogan is very infectious. For the team, we can get the highest glory at the end.

For those of the world cup sponsors, Nike, Adidas and Puma, who will stay in the final is the winner. For them, it seems more appropriate to use the "last stop, profit!".

In the world cup, both the ratings and sponsorship are far ahead of the Olympic Games.

Its commercial influence is unrivaled, especially for those sportswear brands.

As the world cup enters the fiercest 8 strong battle, this magazine will also bring readers stories of these jerseys.

The lost King

If yes, in

Sports

There is also a royal nobility in the brand. There is no doubt that this is Adidas, a German enterprise with a history of 60 years.

Adidas, a shoe maker, has been the most influential brand in football for half a century.

Especially in the 70s of last century, Adidas became the main sponsor of FIFA and provided the match ball for the world cup. At the same time, with the German team's absolute first-rate achievement in the world cup, Adidas's position in the 20 years after that was unshaken.

At that time, some people said humorously: "sports competition is the competition among dozens of enterprises around the world, and Adidas has won the final victory. It is like a game!"

But in the 90s of last century, with the change of the market, sports brands became more and more popular and marketable. With Nike's strong entry into football and Puma's rebirth, "bureaucratic" Adidas began to face unprecedented challenges. Adidas was no longer the world's first sports brand.

In the field of football, there has been a gradual fall in the throne crisis. In the 2002 World Cup, Nike sponsored Brazil swept Adidas's sponsorship of Germany.

By 2006, even in the World Cup held in Germany, it was supposed to make the whole world more excited for Adidas. Little brother Puma suddenly rose. Its sponsored Italy team defeated the Adidas sponsored France team after a 120 minute positional battle, and Adidas suffered another heavy blow.

It is not difficult to understand why there has been news of Adidas's huge stock and sharp sales decline since 2009.

This is not over. Even the French team that has made brilliant achievements for Adidas has changed the sponsors and become the Nike family.

Even the German team wearing Adidas shirts since 1954 has the danger of being dug up by Nike.

Fortunately, the new contract of 20 million euros per year has kept Adidas's own soul.

Fortunately, after entering 2010, they finally waited for their world cup, where they still have chances.

Last territory

The world cup has become a benchmark for measuring the influence of sports brands.

This has also become the last territory of Adidas. Although this territory will sometimes take Nike and Puma to steal some share, the 40 years of cooperation have made Adidas firmly hold the world cup owner, FIFA.

Of course, the cost is $350 million, which is only Adidas's sponsorship for this world cup.

After 350 million dollars, they became the suppliers and equipment providers of the world cup authorized products. So the words "Adidas" appeared in the sports products, such as referees, caddies, volunteers and so on, which were seen on TV.

Of course, there is also the controversial game ball, the "German celebration", the German authorized, British design, made in China, the price of football in China reached 1000 yuan per person, according to reporters, sales were unusually hot.

Adidas's sponsorship of the FIFA world cup is only a commanding height for them, and only by sponsoring the team can the final layout be completed.

Of course, this is also due to the experience of Adidas's defeat to Puma in the 2006 World Cup in Germany.

Germany, France, Spain, Argentina...

Adidas, who has been holding up for 4 years, has sponsored 12 teams in one breath. 4 years ago, only 6 teams from Adidas got silver.

All the way to sweep the top 8 Argentina, the most artistic Spain, and reassemble the German chariot with new parts.

This world cup has finally given Adidas more hope.

According to Adidas's data, in the first quarter of this year,

Adidas

The sales of football products increased by 26% over the same period last year, of which the sales of the uniforms were over 6 million 500 thousand, and the sales of the German team and Argentina team uniforms were over 1 million, while the last German World Cup Adidas sold only 3 million suits, which was more than 1 times the increase.

With the best performance of these teams in the world cup, only one team jersey sale will easily break through 10 million sets.

No wonder Adidas Group Chairman Herbert Heiner said that the last 10 days of the world cup in South Africa gave Adidas confidence in its performance this year.

Its sales of football products are expected to reach a record 1 billion 500 million euros this year.

Sale

The growth will be mainly driven by the world cup.

You know, this is an increase of 25% over the 2006 World Cup sales.

Adidas held the last place of football, held the last high point of FIFA, and held the last dignity of the royal nobility.

Press comment

From a commercial point of view, in the past 10 years, especially in the previous two world cups, Adidas has been a loser in terms of brand and sales. However, because of its special relationship with FIFA (FIFA), it has given him another chance to turn over, which is probably one of Adidas's core competitiveness.

Similarly, it is the same for many Chinese sports brand enterprises who want to enter the international market and enhance the brand effect. Keeping the official is a wise move.

If the official is a point, with this point, we can not ignore the development of the world. Just like the world cup, it is not the FIFA president who is standing in front of the world audience standing in front of the world audience, but the ball players and team wearing the Jersey.