Sports Events Are The Fulcrum Of Sports Brand Marketing Chain.

Today's NBA is no longer a purely sporting event. Instead, it has developed into a highly developed business ecosystem. The arena provides venues for tickets, TV networks broadcast games to attract advertisements, major sports brands sign players to sell products, and countless companies rely on the NBA platform to survive, and stops have affected every aspect of the business chain.

Worry

New season

Far away and not within the foreseeable future

No one knows how far away from the negotiations to reach an agreement. When will the new season be open? In the recent negotiations, some players began to discuss the plan for resolving the loose ball club.

But if things really get to that level, the new season of NBA will probably be reimbursed. Such a scenario is not only a problem for both employers and employers, but also for NBA fans all over the world. It is also true for many domestic and foreign businessmen who are heavily sponsoring NBA.

In fact, since the NBA stopped, there are many media in calculating how many businesses NBA brings losses.

According to foreign media analysis, if the suspension continues, both sides will have to shoulder huge losses.

Every time a team plays less, the boss loses 1 million dollars. A team usually has more than 10 games in a month, so a boss loses about 10000000 dollars a month.

And the players lost more money because of their larger base, which reached an astonishing $350 million a month.

According to the estimates of NBA experts, the lockout will last until at least until the Christmas War, when the amount of loss between employers and employees will be greater than those.

Brian Mahoney, a The Associated Press expert, pointed out that people who were injured because of the NBA shutdown were more than that. In fact, NBA peripheral service personnel also suffered great losses.

The boss has no money to earn, players do not have the ball to play, and 50 thousand of the staff are out of work.

This is a heavy blow to the NBA alliance, players, fans or commercial brands.

Recently, there are two largest advertising sponsors in the NBA Alliance: American Express and Allstate Corp intend to divest, and turn the original plan of sponsoring NBA's $1 billion to the NFL rugby league and College Basketball League.

In the first half of this year, the US related agencies showed that the top ten brands of NBA players were: Nike169, adidas57, Jordan19, Peak14, Converse11, Reebok8, Lining4, The league3, Anta2, The, and man.

From the above data, we can see that there are three brands from China.

emergency

Direct sponsor

Weep no tears

For the world's two most famous sports brand suppliers, Nike (Nike) and Adidas (Adidas), NBA is their battleground, and this market has made them profitable.

These two brands are also important sales channels for Finish Line and Footlocker two largest footwear retailers.

The New York Times recently released an authoritative report that if the suspension continues, Adidas will face a heavy blow to the sales volume of the NBA licensed goods market by half.

According to the analysis, the reason why the suspension is so devastating for Adidas is that they are the NBA official clothing partners since 2006, and all the NBA teams' jerseys, trousers and clothing products are specially supplied by Adidas.

At the same time, NBA's licensed products are also produced by Adidas, which brings $100 million annually to ADI.

Matt Powell, an analyst with the US SportsOneSource, therefore believes that if the NBA season is cancelled, the sale of NBA licensed products will be halved.

This is similar to the 1998-1999 season's suspension.

What worries most of these businesses is whether NBA can be opened before Christmas, because around Christmas is the best selling season for NBA products.

Some analysts believe that in the eyes of many Americans, the Christmas War is the beginning of the NBA season, when they buy a lot of jerseys and licensed products.

Although Adidas has said that they are trying not to pay attention to the sale of NBA licensed products market, they are more interested in sports shoes sales.

But as we all know, sports shoes are the most important part of basketball market.

According to statistics from relevant market researchers in the US, about 33% of basketball shoes are bought because people want to play basketball, and the other 67% are fans who buy them because of celebrity endorsements or NBA related.

Such data make it easy to think that the sales of sports shoes and related sporting goods will be greatly reduced with the suspension of NBA.

Happiness

Quanzhou brand

Pay close attention to signing players

At present, the domestic sports brands that sign NBA active players include PEAK, Lining, Anta, Jordan, 361 degree, Lu You, and so on, mainly from Quanzhou.

Among them, PEAK ranks first among domestic brands with 14 signings.

Recently, during the low tide of NBA, PEAK signed two new NBA players on the "counter trend", so far, PEAK has signed 16 players before and after NBA.

Some analysts believe that, from the current domestic brand sponsorship, although Lining is an early entry into the NBA local sports brand, but after 2008, the marketing focus began to diversify.

Although this strategic shift has been criticized by some outside world, it has objectively reduced Lining's dependence on basketball products.

Therefore, from the current situation, even if NBA stops, the impact on Lining is very limited.

The competition brands of Anta and its city are 361 degrees, Jordan and Lu You are also the same, and there is no excessive reliance on NBA to promote sales.

So analysts put more focus on PEAK.

However, PEAK does not think the suspension will have much impact.

According to PEAK's relevant person in charge, the suspension of NBA is only temporary, and it will not affect PEAK's general direction strategy for basketball.

He said PEAK's investment is not only about NBA but the whole basketball strategy. NBA is just part of basketball strategy. Besides NBA, it has established deep cooperation with the FIBA (FIBA), Eastern Europe, Australia and other world strong teams and domestic WCBA.

It can be said that this kind of basketball marketing investment is all-around. In this overall basketball strategy, the temporary suspension of NBA will not bring much impact.

"As a favorite event of global fans, the suspension of NBA has been concerned by the fans of the United States and even the whole country, and the future development of NBA should be optimistic."

He said, "NBA players will not play basketball overnight, and all kinds of competitions besides the United States are doing everything possible to introduce NBA players. This is nothing more than a strategic adjustment for sponsors, and this market is still strong."

sweat

Big star

It will also be short of money.

Expert analysis pointed out that although the suspension of NBA will cause some impact on domestic sports brands, local brands should realize that this is also a very good opportunity.

Because NBA players are unable to get paid during the lockout period, and NBA players are not good at managing money is also famous, so there are bound to be some star players in financial crisis.

Therefore, this is the best time for signing players. The stars who are troubled by financial problems will not ask for too much price. When signing them, once the League operation returns to normal, the improvement of the local brand image will have a huge boost.

In addition, like PEAK, which has many NBA players' brand, it can also consider helping its players to join the CBA League.

In the case of NBA's suspension, this is also a countermeasure.

According to expert analysis, in fact, the NBA suspension has little impact on some domestic sponsorship NBA brands, because Chinese brands are using the NBA platform to do advertising abroad and then sell back to China.

PEAK, Anta brands in the domestic sports media advertising is the bombing style, has long been known.

Expert analysis

Kuang Baoqiang:

Re start

Profit making

Kuang Baoqiang, a well-known basketball commentator on the Internet, thinks that the NBA star who had been hot for a while came to China not only through China but also in the NBA side, in fact, he was taking the opportunity to open up the market and cooperate with businesses.

Today, businesses find themselves directly able to bypass the NBA China company and run the stars to China, not only saving a large number of costs that they originally want to be cut off by NBA China, but also in some areas can compete with NBA China to compete for market share.

Because of the rules of the game, NBA stars come to China to dig gold to make the cost of Chinese enterprises lower.

Therefore, the NBA suspension has greatly reduced the income of the NBA alliance, and has shown a positive side for Chinese businesses.

How long will the NBA lockup last? Kuang Bao Qiang analyzed that it depends on which side of the labor party or the management is the first to compromise.

Obama and congressmen could not affect the huge NBA shutdown.

NBA is just a company, which is a tit for tat between their internal players and their players for their own interests.

NBA the boss compresses the players' wages so as to make their profit margins bigger, while the players eat the youth meal. They even agree with the entertainment work and the labor force should get more than the management.

Whether the boss or the players, they usually say "serve the fans" is just a cover.

In the interests of both sides, there is no pure motive.

As for the final choice of compromise and concessions, there is an old Chinese saying, "poverty is not a struggle with the rich". I personally believe that the players who have to choose to compromise will eventually be the players of the labor force, because many players only rely on playing basketball to support their families.

After all, Kobe needs the NBA stage to increase their value. The money of their endorsement ads is astronomical, and can be used to make levees outside the embankment.

"No matter how things eventually evolve, there is one that is the same," Kuang Baoqiang said. "Only NBA is reopening, and signing its players' domestic sports brands can gain greater benefits."