Many Sports Brands Enter Ambush Marketing.

" ambush marketing This way of expression was created by Jerry Welsh, an American Express Company, and appeared in the early 90s of last century. His original idea was to compete well in an expensive and often conceptual environment of sponsorship.

Nowadays, ambush marketing often occurs in associations and associations. These associations and associations often have important sports events to be organized, although other possible races can be used in sports venues. Sponsorship is a major event, and an enterprise may spend a lot of money on exclusive official sponsors of these events. This uniqueness will soon cause trouble to other enterprises, and they will have to play the game with all means, but they will not pay any sponsorship fees, and they will not violate the law.

For the global partners of the Olympic Games in the past few years, the 12 companies spent a total of 866 million dollars in order to get this "exclusive" privilege. It's the 12 companies that are willing to spend 1 billion 200 million dollars on supporting marketing activities. However, a survey after the Olympics showed that despite the heavy cost, these brands received less than 40% recognition from the consumers as official sponsors. The success of such activities means that ambush marketing itself is a rapidly growing industry.

All these are considered to be the most important marketing in the history of sports marketing. Adidas Despite the huge amount of $200 million spent on the official sportswear of the Beijing Olympic Games in the past few years, it was finally ambushed by China's Lining. The tragedy of Adidas happened when Lining finally lit the Olympic flame at the opening ceremony. Lining Once the greatest gymnast and national hero in China, it was also the first Chinese athlete to win medals in the Olympic Games, and won 3 gold, 2 silver and 1 bronze medals in the 1984 Losangeles Olympic Games. He later founded the Li Ning Co.

The media exposure is equivalent to giving his company a free, 10 minute advertisement, not only in China but also around the world. Lining sports is very smart to realize that his "one-man show" will make Chinese consumers automatically believe that he is wearing his own brand clothes, but in fact, he still wears the official dress of Adidas. In order to further confuse the consumer, Li Ning Co's logo is very similar to Nike's famous hook. Even slogans are very similar: Adidas is Impossible is Nothing, while Lining is Anything is possible. All this worked well, and Lining's stock price rose 3.4% in Hongkong after the event.