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"Universiade" Ignites Brand Marketing War Of Shoes And Clothing

2011/8/17 14:04:00 45

Sports venues are also

brand

The marketing battlefields of businessmen -- apart from the competition of athletes on the field, there are also brands competing under the scene.

As the world's most competitive sports event after Olympic Games, the twenty-sixth World University Games was held last week.

Shenzhen

At the opening ceremony, many delegations from Europe, America, Southeast Asia and Africa came out wearing sports equipment in Quanzhou. Local sports brands made a lot of attention in this international event.

Us and British Legion wear Quanzhou brand Robe

Once upon a time, sponsorship of the Olympic Games and Universiade has always been a patent for international brands. Nowadays, with the rapid rise of many sports brands in China, the monopoly of European and American brands on international competitions is being broken, and more and more domestic sports brands are active in the public view.

From sponsoring popular sports events to signing famous athletes both at home and abroad, the strong rise of local brands is changing the foreign brands' "dominating the whole world".

market

The pattern, which is most vividly reflected in the Universiade of Shenzhen, is the first highlight of the US delegation of traditional sports power to wear Chinese brand equipment for the first time.

As the number one economic power, the United States has been playing a leading role in sports and economy all the year round, and its performance has always been the international focus.

The sponsorship of sports marketing is nothing more than focusing on teams and players in sports events, and the US delegation has always been the target of sponsorship of European and American big brands.

In the past, domestic brand sponsorship of the US delegation could only be a luxury talk. However, the Chinese brand XTEP actually put the brand flag on the US team at this Universiade, and the Chinese brand first completed the acquisition of the Sponsorship Resources of the US National Delegation.

It is reported that this time

XTEP

The sponsorship of the Universiade is entirely "elite line". The three national teams sponsored by the United States, Britain and South Korea are all gold medals of the Universiade.

Especially in this session, the US team, as a sports power, attached great importance to it, sent the most powerful lineup of 435 people in the history, and sent many outstanding stars in basketball, track and field, swimming and other advantages.

As the host of next year's London Olympic Games, the British Legion is also the largest team in its history.

Neighbouring South Korea has also sent large delegations with absolute advantages in Taekwondo and archery.

Many of the three players, wearing XTEP sponsored equipment, spread their youthful vigor in the Universiade.

According to the briefing, XTEP signed a contract with the US and British University delegation to become a partner of the US and British university student sports delegation, the only designated award winning clothing supplier, and the US university tennis team partner and the only designated competition clothing supplier.

As for the cooperation with the US and British delegations, ye Qi, senior vice president of XTEP, said: "the delegation of the United States and Britain is a strong sports team with great appeal.

We not only value their excellent athletic achievements, but also because of their youthful, passionate and dynamic characteristics, they can vividly interpret a fashion and Sport brand spirit.

Mr. Andy Hibbett, the head of the British University delegation, said: "this cooperation with Quanzhou enterprises is on the one hand impressed by the excellent quality of Chinese brands.

On the other hand, the brand appeal of the partners' fashion and sports is highly resonated with the spirit of passion, struggle and enterprising spirit advocated by the two college students' delegation.

A large number of foreign delegations have been sponsored by enterprises.

According to incomplete statistics, the number of delegations sponsored by Chinese brands has reached 32, accounting for more than 20% of the total, most of which are sports brands from Quanzhou.

Reporters learned that PEAK, Jordan, Lu You, Adi Wang and other companies have signed various delegations to show their demeanor on the stage of the Universiade.

Although the Shenzhen Universiade did not sponsor too many teams, Jordan sports still attracted quite a lot of attention, because Jordan sports sponsored two strong sports teams, the Chinese team and the Russian team.

As a strategic partner of China University Sports Association for many years, Jordan has been sponsoring the Chinese University delegation to participate in the Universiade for the second consecutive time.

PEAK has sponsored Uruguay, Serbia and Africa general alliance.

Although not an absolute sports force, the three teams will also bring great popularity and attractiveness to PEAK.

Serbia is the host country of the last Universiade, and the African general alliance is also a common "black horse" production site at the Universiade. The Uruguay delegation wearing PEAK blue sportswear has already made a lot of popularity at the opening ceremony. When the opening ceremony was held, Uruguay delegation made a banner "thank Shenzhen! Uruguay loves you", not only let people memorize this unique team, but also remind people of the Chinese brand they wear.

Meck sponsored three national college delegations in Ireland, Slovenia and Kenya.

During the Universiade, the social activities and business activities attended by the delegations of the three countries, as well as attending the opening ceremony, closing ceremony, prize giving ceremony, press conference and media interviews, will wear the brand products provided by Meck.

In the Quanzhou brand of this Universiade, there is also a new face many people are not familiar with - Adi Wang.

The brand provides a full range of sports equipment including the award dress for the Norway, Hungary and Panama delegations as official partners.

In addition, the company also sponsored the European team of Spain.

361 degrees, the Universiade was heavily invested and built to become the first domestic brand to sponsor international comprehensive events.

As the global partner of the Universiade in Shenzhen, the most representative team of 361 degree cooperation is not only for the Universiade to provide torch bearer clothing, official sports uniforms, official uniform and other equipment, but also for Bulgaria, Belarus, Sweden, Czech, Holland, Mongolia, Poland, Singapore, Serbia, Germany, Italy, Philippines, Jamaica, Lithuania, Switzerland, Belgium and other 16 countries, college athletes provide sponsorship.

Luo Shijin, chief consultant of Shanghai Yi Yang, believes that the Universiade is a world sports event. The commercial smell of Quanzhou sports brand is very keen. The positive participation of the Universiade is the upgrading of Quanzhou regional brand marketing.

Industry leading brands use absolute advantage of capital and resources to establish absolute advantages.

These brands, through the power of integration, sponsor teams from many countries and focus on explosive brand marketing, providing samples and samples for other brands' sports marketing.

Similar international games such as Universiade will become a regular stage for Quanzhou brand to carry out marketing and promotion. The next Olympic Games in London will likely continue to appear in Quanzhou sports brand. The effectiveness of specific marketing depends on the integration ability of various enterprises.

The match activities outside the stadium are colorful.

In addition to the sponsorship teams, many brands have also organized various related activities on the sidelines.

In response to this Universiade, XTEP launched an event named "looking for different paparazzi" to support the Universiade.

The event is mainly through the way of network registration, the collection of folk photographers, as a special photographer for the XTEP Universiade.

The first phase of the selection was officially launched in July 6th, focusing on the collection of photographers in Shenzhen, Guangdong and the surrounding areas. Finally, a group of photographers were selected through online voting and comprehensive assessment by professionals.

The second stage after the end of the photographer's gathering phase is the online selection of "who is a good person". Users can express their opinions on the website and support their favorite athletes and photography.

Jordan also held relevant supporting activities at this Universiade.

The company set up a reception center for the Chinese delegation of the "new force, the new China" Universiade.

Huang Tao, the brand director of Jordan, said that the reception center will host the Chinese delegation and the Chinese sports delegation of the Universiade and the related theme activities of Jordan, the equipment sponsor. After the thematic activities, the reception center will also host the "China champion square", all walks of life and various delegations' exchange visits, media reception and other daily activities.

In addition, the center has also set up the champion's model wall of the twenty-sixth World University Games, and every athlete who won the gold medal will leave the champion's handprint here.

For the winning players, Jordan also launched the new games' donation scheme. Every Chinese delegation produces a medal for the event. Jordan sports will give donations to athletes according to the quota of 30 thousand yuan, 20 thousand yuan and 10 thousand yuan, and half of them will be donated to the China Youth Development Foundation's "hope project Jordan happy sports fund" in the name of sportsmen to support young people's participation in sports activities in the poor areas, and the other half as a medals for medals to encourage athletes to participate in sports.