What Can A Sports Brand Do When The World Cup Is Coming?

What can a sports brand do when the world cup is coming?

If you don't have the strength to sign the most popular teams such as Brazil, Argentina and Italy, or Messi, C Luo, who are the most popular stars, if there is no money to catch the ads on both sides of the goal, then, brand What else can be left?

Wild hands join hands FIFA

In the sports brand of Quanzhou, the wild power is World Cup marketing The degree of involvement is rare. After more than a year of negotiations with Asian operators of FIFA (FIFA), wild power finally became the operator of the 2010 official tournament store in South Africa.

Lin Shaoxiong, President of wild sports (China) Limited, introduces two aspects of cooperation with FIFA. On the one hand, wild power is the general agent of FIFA China, acting as a clothing and souvenir under the FIFA brand. On the other hand, the wild power will be the official agent of the 2010 World Cup in South Africa. Its exclusive store can display and sell FIFA products, and there will also be wild products in the FIFA stores in China.

Lin Shaoxiong believes that for FIFA, China, a market with strong purchasing power, can not be ignored. Compared with NBA's success in the Chinese market, the world cup has not yet made big money in China. This time, they hope that wild power can become a driving force for FIFA to pry the Chinese market. This year, the wild force will open a "wild FIFA" store in the first tier city. The store will display the shrinking model of the Hercules cup, the lovely South Africa World Cup mascot, and the other FIFA brand licensed products.

Lin Shaoxiong said that FIFA's Asian operators did not care about this cooperation at the beginning of their negotiations. But with the intensification of the global financial turmoil, the prospect of the first-line sports brand in the world was gradually not optimistic. The sincerity and proposal of the wild force were very attractive, so the two sides finally achieved cooperation after more than a year of negotiations. He said that as a late brand, the wild force needs to have its own breakthrough point. The biggest advantage of cooperation with FIFA is that it can directly use the relevant logo of FIFA at the terminal. This kind of cooperation, which is well established and authorized by FIFA, is totally different from the practice of "edge ball". It will effectively enhance the brand value of wild power.

Del Hui takes CCTV resources again

Compared to the low profile during the Beijing Olympics, del Hui is a high-profile appearance on the eve of the world cup in South Africa. In this year's CCTV World Cup gold resources tender meeting, del Hui won the golden time with a price of nearly 30 million yuan.

For nearly 30 million yuan to pay, why do the vice president of del Hui feel "very valuable". Because Nike also won similar appearances at about 30000000 yuan, which is equal to del Hui. Why bother to say that when the Beijing Olympic Games were put into various Olympic Games, there were too many brand names for the Olympic Games. If the enterprises invested more at that time, they would not be able to show the bright spot of the brand. During the world cup, most brands did not have big moves. This is the best opportunity for del Hui to show himself.

In fact, in the Quanzhou sports brand, del - Hui is the first brand to alliance with football. As early as 1999, when the Chinese football league tournament was in full swing, del Hui took the lead in signing the Chinese Footballer of the year, Su Maozhen, the best player of the Asian Football Association.

Happy bird marketing

"Sports happiness" has always been the support of the brand culture. They put the world cup elements into the midsummer marketing this year and effectively landed on the terminal.

With the arrival of the world cup, the store of the noble bird shop is being transformed into the theme of World Cup, featuring the three-dimensional layout and packing: the showcase of the World Cup theme, the poster full of joy and passion, the happy sports experience design, the sticker with the image of the world cup, and "give me freedom, give me passion, give me a reason, let me fly higher..." The theme of the world cup is exciting and full of African regional characteristics. From the moment the audience stepped into the shop, they were surrounded by the thick "World Cup theme" atmosphere.

"June and July are the happy month of the world cup, which is the theme of" happy birds, passionate World Cup ". We will hold different forms of discount promotions. Consumers will have a discount if they consume a certain amount, and provide a guide to healthy watching. In order to preheat the world cup, we also highlight the theme of the world cup on display. A person in charge of Fuzhou store is introduced.

The clothing research and development center understands that aiming at the world cup, with the "light" as the main product elements, the company specially designed a series of World Cup cultural sneakers and T-shirts for the fans, such as the Give Me Five (G5) series, the stadium series, the team culture series, and the African cultural concept. Its biggest feature is that the product abandons the traditional football apparel and footwear, and uses the football culture as the design elements, such as the picture of a fierce soccer competition caught on T-shirts, and the colors of the popular team's colors. Secondly, with the striking Worldcup logo in English, it advocates the sport of happiness, displays the beauty of sports and healthy sports, and maximizes the life of the football culture and makes it practical and practical, so as to avoid the world cup marketing of other brands. Reporters also come from the size of shoes and birds.

Regarding this, Zhang Yongheng, director of the brand management center of the great bird bird, also said that global competitions such as the world cup are rare sports marketing platforms. The opportunities offered are opportunities for advertising and public relations among the vast number of consumers, especially young people. Therefore, in the face of such opportunities, new products, new designs, new images and promotion methods should come into being.

XTEP produces music videos

During the world cup, another popular sports brand XTEP was added to advertising. As early as last year, XTEP moved ahead with the advertising resources during the world cup. At the beginning of this year, after XTEP sponsored the Premier League Bermingham club, soccer has become another fashion movement for XTEP to "play". The world cup marketing event, XTEP certainly will not be absent.

Opening up XTEP's website, a commercials in the background of the world cup in South Africa will be seen. The theme is "not dancing your world," I love "X" football, and will be released during the world cup. In addition, in view of this world cup, XTEP has also created special theme music videos, and specially invited Taiwan famous band combination "power train" to take part in the shooting.

According to Ye Qi, vice president of XTEP, there are three big events in the world that are suitable for enterprise marketing and promotion, namely, the Olympic Games, World Expo and the world cup.

Therefore, XTEP will not be absent from these three events. He believes that football is the world's first sport, the audience's high input, allowing fans to get up in the middle of the night to watch the game, the charm.