Brand Shoe Companies Scramble To Internationalize Asian Games Marketing

"Thirty years Hedong, thirty years Hexi", China held the first time in 1990.

Sports events are no longer purely sporting events.

"Once magic water" Jianlibao

With the 1984 Losangeles Olympic Games, Jianlibao won the name of "China's magic water" and went global.

Having enjoyed the sweetness of sports marketing, Jianlibao was selected as the special sports drink of the Eleventh Beijing Asian Games Chinese sports delegation in April 28, 1990. With the object, Jianlibao sponsored the Asian Games about 10000000. It became the first Asian Games sponsorship company in China, and the largest number of sponsorship companies were 6 million.

Moreover, Jianlibao beat South Korean sponsors to win the torch relay sponsorship.

At that time, it seemed that it was not only commercial behavior but also the victory of national brand.

The torch relay can inspire the cohesion and pride of a nation, and the Korea Companies not only wants to buy the torch sponsorship for $2 million 500 thousand, but also requires that every relay torch be lit by Koreans.

Hearing the news, Jianlibao company resolutely decided to take over the sponsorship.

In this way, the total sponsorship of Jianlibao in the Beijing Asian Games reached 16 million yuan, more than the total sponsorship of Shanghai Asian Games.

In 1990, this is also a small sum of money for the enterprises. It was distributed on the shoulders of more than 600 employees of Jianlibao, equivalent to 20 thousand yuan for each person.

However, Jianlibao's pay has also been better than expected.

The torch relay stations in more than 10 provinces, municipalities and autonomous regions have erected a huge advertisement of Jianlibao.

The torch relay passes through Tiananmen square, making Jianlibao the only enterprise that has put up huge billboards in Tiananmen square up to now.

With the torch relay taking place for a month, Jianlibao entered the vision of every Chinese.

The total number of people participating in the torch race reached more than 200000000 in the whole country, and around the world watched about 2 billion 500 million of the torch relay.

Jianlibao, together with panda pan, became the most popular image of the 1990 Asian Games in Beijing.

In addition to the good returns of brand promotion, Jianlibao saw the return of real gold and silver in the October order meeting.

The order, Jianlibao got 750 million yuan of the order, doubled six times, and set the largest turnover in the same industry in the same year, accounting for 1/4 of the total contract value.

Since then, Jianlibao's sports marketing has become more and more mature.

It has sponsored the Chinese sports delegation to participate in the Barcelona twenty-fifth Olympic Games 600 thousand yuan, the United States Atlanta twenty-sixth Olympic Games about 20000000 yuan, twelfth, 13 Asian Games, as well as seventh, Eighth National Games, also awarded the "Jianlibao gold pot" for 18 athletes who won the gold medal of the twenty-fifth Olympic Games.

Since its silence in 2004, Jianlibao has again appeared on the sponsors list of the Guangzhou Asian Games, hoping to take this opportunity to return to the market.

The prospect is not yet known, but I still want to bless the brand that once carried the memory of our generations.

"The best of history" Eight Immortals crossing the sea

After 20 years, the Asian Games is not only the largest Asian Games in history, but also the Asian Games with the largest number of gold medals and the largest number of sponsorship companies.

It is a great event with great difficulty in marketing.

Who dares to expect consumers to remember more than 50 sponsors?

Let's take a look at how these sponsors are different.

NetEase, the official exclusive network platform.

The official website of the Asian Games is built and operated by NetEase. Landing on the official website of the Asian Games and checking the latest achievements and schedules are all supported by NetEase platform.

In this sponsorship, NetEase is one of the few that is easy to notice.

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Then, the sponsorship of the gold medals broadcast was won. Every time the results were announced, no matter which website was reported, whether or not willing, it was inevitable that the name of the 31st degree would be crowned.

In order to fight for the attention of netizens, the major portals have opened up a special topic for Asian Games, which is essential for the broadcast of gold medals. This also makes the advertising effect of 331 degrees magnified by geometric magnification.

The sponsorship of the 31st degree is steady.

Samsung Electronics, the first brand of a few international brands.

Oddly enough, as the biggest sporting event in Asia, the Asian Games should have been an excellent opportunity for Asian brands to develop. But in fact, most of the sponsors of the Asian Games are national brands or local brands in Guangzhou.

On the one hand, it reflects the ambition of Chinese brands to take the opportunity to move towards Asia and implement the global strategy. On the one hand, it also reflects the fact that international brands are no longer dominant in competition with Chinese wooden soil brands.

The difficulty is not to spend money, but the difficulty is to make money by spending money.

Successful sponsors have earned far more than the sponsorship fees.

It is for this reason that more and more brands will fall into the fascination of sports events.

However, the right to obtain sponsorship is only an entry point, and the level of marketing is the key to winning.