Chinese And Foreign Sports Brands Are Playing The World Cup (2).

place hopes on World Cup

Hina is cautiously optimistic about the prospect of China's market in 2010, but hopes that the world cup in South Africa can be publicized in the global market, including China. "The world cup in South Africa is the biggest event in the world. At the same time, football products are Adidas's watch products. We have high hopes. We are the official sponsor of FIFA, authorized products suppliers and equipment providers, including football referees, caddies, sports products used by volunteers and outdoor advertisements on the spot. In addition, we also introduced the new generation of football world "celebration", which is an epoch-making product. On the sponsorship of the national team, in 2006, we sponsored 6 national teams. This time we sponsored 12 teams, including the host South Africa team. At least 100 players were supported by us. Every month before the official launch of the world cup in South Africa, we will introduce new products, including football shoes, Falcon football shoes, F50 football shoes and so on. In terms of playing ball, we will introduce new products in addition to the celebration of the golden ball, and we will also launch new products from time to time on the players' jerseys.

2006 World Cup, Adida S sales amounted to 10 billion 84 million euros, up 52% from a year ago. For the first time in history, sales were more than 10 billion euros. At that time, only one football income increased by 30%, more than 1 billion 200 million euros.

The same card

So with the expectation of the world cup, apart from the traditional advantages of Adidas in the field of football equipment, the Chinese local sporting goods brand represented by Lining is catching up with the Chinese market, which is also an important reason for Adidas to sit still.

But who will pass the 4 year global soccer tournament? Although it is far away from the official sponsor, Chinese brands, like Adidas, are more stable in the Chinese market and play the world cup.

For example, Jinjiang sports brand, which is known for its keen market smell and is good at catching sports opportunities for sports marketing, was held in November last year at the CCTV gold resources advertisement bidding meeting held in November last year. Del Hui and Adidas, Nike and so on have obtained advertising resources such as "all day match set up", "shooter list" and "CCTV 2010 World Cup live broadcast exclusive agreement".

But not all of them. enterprise All of them can be heavily criticized for advertising in the interval of the games. Nor are all brands able to sign popular champions such as Brazil, Argentina and Italy or Messi, C lo and so on. After all, the resources available are limited.

As analysts say, most brands are coveted by the aura of the world cup. But it is also a double-edged sword to compete with the world cup. Its sharp blade is that if its name is not loud enough, it will eventually be submerged under the aura of its reputation.

As a result, more brands use roundabout ways to set off a fierce marketing campaign in the Chinese market.