Olympic Champion Commercial Endorsement: Not Sponsoring The Chinese Olympic Committee Difficult To Sign
The gold medal value of London Olympic Games has reached a record high. The gold medal of the London Olympic Games is more than 400 grams, the gold content is 6 grams, accounting for 1.5% of the total weight, the rest is 93% silver and 6% copper. Although it does not look so real, the value of this gold medal exceeds 706 dollars, becoming the most important of all previous Olympic Games.
For an athlete, getting the Olympic champion is not just a gold medal worth more than 700 dollars. In addition to the highest honor, there are countless olive branches left by many world-famous manufacturers. If luck is good, millions of high endorsement fees will make an Olympic champion instantly become a business favourite.
The commercial value of Sun Yang
After winning the men's 400 meter freestyle and the men's 1500 meter freestyle, sun Yang Wuyi became the most dazzling star of the Chinese Olympic Legion.
"What is the business value of Sun Yang?" no one can answer this question accurately, but it is certain that the commercial value of Sun Yang must not be underestimated. After the London Olympics, he will become the hottest brand spokesman in the sports industry.
People in the advertising industry say that Sun Yang's personal situation and advertisers are highly consistent with the requirements of sports stars: young handsome, mainstream hot sports and stable performance in the years to come. More importantly, Sun Yang also created the history of the Chinese Olympic Legion and became the first Chinese swimmer to win the Olympic gold medal. The significance of this "first person" is obvious. It will be an unparalleled appeal to advertisers. For Sun Yang, this "first person" will increase his endorsement costs and magnify his business value.
Sun Yang, C EO of Beijing key sports Consulting Co., Ltd. believes that with his performance in this Olympic Games, his personal commercial value will exceed 10 million yuan and will probably enter the ranks of China's top sports stars. "The Olympic champion's commercial value is related to the demand and supply of celebrity endorsements in the sports market. We can make a general estimate of Sun Yang based on the benchmark prices of some stars in the past." Zhang Qing pointed out that as the top sports stars such as Yao Ming and Liu Xiang have gone through the peak period of their careers, the sports market is longing for the new superstars. He believes that according to the experience of sports stars such as Yao Ming and Liu Xiang, Sun Yang's commercial value will exceed 10 million yuan.
In fact, Zhang's estimate is rather conservative. In 2004 Athens Olympic Games, Liu Xiang, who was 21 years old, won the gold medal in the 110 meter hurdle, which made a historic breakthrough for Chinese men's track and field. Advertisers poured in after the Olympics. In the 4 years before the 2008 Beijing Olympic Games, Liu Xiang had endorsed 14 brands, and the income in 2004 was over 100 million yuan.
Sun Yang's Olympic gold medal is never worse than Liu Xiang's. Winning in London has led Sun Yang to win at least four "first" titles in the Olympic history of China: the gold medal in the 400 meter freestyle swimming, the first Olympic gold medal in the history of Chinese men's swimming, the 1500 meter freestyle, the first Chinese man to break the world record in the Olympic games, the silver medal in the 200 meter freestyle, the first medal in Chinese men's short distance events, and the 4 men's 200 meter relay bronze medal of the Chinese men's team, which is the first relay Medal of the Chinese men's swimming team. Such a "first" indicates that Sun Yang's future commercial value will be matched with sports stars like Liu Xiang and Yao Ming.
More importantly, as Liu Xiang regrets the Olympic Games, it means that the Olympic champion of the older generation has entered the middle and later stage of his sports career. For advertisers, the commercial value of sports stars such as Liu Xiang will gradually decline as well as their competitiveness. As a result, the market has left a huge gap, advertisers will launch a more intense competition for sports stars. And Sun Yang's commercial value will probably reach a new height under this background.
In fact, young, tall and handsome Sun Yang has long been the number one star in the big brokerage companies in China. According to reports, in the first half of this year, including Zhonghui sports, many brokerage firms sent people to Sun Yang's hometown, Hangzhou, to discuss the signing of the contract. Shortly after the end of the world championships in Shanghai, Sun Yang received a 7 digit contract for a clothing brand and received a short-term advertising contract for dairy products and nutrition. There is no doubt that the amount of these advertisements will increase in geometric figures after the London Olympic Games.
In fact, it is not just Sun Yang who has great commercial value. At this Olympic Games, the Chinese Olympic Legion has sprung up a large number of new forces. These new Olympic champions, besides their own sports era, may become advertisers competing for the target, and will also become sports stars with great commercial value.
Like Sun Yang, the big wave of swimming in London's swimming pool is Ye Shiwen, a 16 year old teenager. She not only won two gold medals of women's 400 meters and 200 meters in London Olympic Games, but also broke the world record of two items. This amazing achievement also means that ye Shiwen will most likely become an Olympic favourite in the Chinese Olympic Legion.
In addition, Ye Shi Wen suffered unfair treatment from foreign media during the London Olympics. A senior advertising personage told reporters that advertisers generally do not want the players to be involved in unnecessary trouble. But the foreign media that ye Shiwen encountered in London Olympic Games is unfair, but it can become a good topic. As long as the packaging is good, it will be a good positive publicity, not only to enhance the image of the senior athletes, but also to help advertisers build a good product image.
In addition to Ye Shiwen, Chen Dinghe, who won the gold medal of the men's 20 km walking race in the Olympic Games, won the thunder of individual champion of fencing men's foil, and its future commercial potential can not be underestimated. On the one hand, the two champions have made historic breakthroughs for the Chinese Olympic Legion in their respective projects. On the other hand, the two Champions' handsome appearance and sunny personal qualities are also pursued by advertisers. What's more, Chen and rayon's confidence and spirit of separation and struggle in competition are also very rare.
"Chen Ding raised his arms several times in the competition and raised his index finger to the outside world to express his confidence in winning the championship, which is rare in past Chinese athletes. From the point of view of advertisers, Chen Ding's performance is quite "positive energy", for some sports brands and automotive products, he is an excellent endorsement candidate. People in the advertising industry analyze Chen's commercial value.
"As a matter of fact, as long as the champion of Olympic mainstream sports and China's strong Olympic champion, they all have high commercial value." These people believe that in addition to the above champions, Wu Minxia, he, Cao Yuan, Zhang Yanquan, Guo Weiyang, Wang Hao and other Olympic champions will be the target of advertisers after the London Olympic Games. According to the experience of previous Olympic champion endorsements, the starting price of these champions will be between 150 and 2 million yuan. If they can get more than one advertising contract, the commercial value of these champions will be very impressive.
Friends of Olympic champions
The great commercial value of Olympic champions has attracted a large number of advertisers. They are willing to pay high prices and get the "Olympic champion" through a variety of ways.
According to the official website of the Chinese Olympic Committee, there are currently 8 partners of the Chinese Olympic Committee. They are Heng Yuan Xiang, Anta, Erie, Sina, BMW, Hilton honors, Moutai and COFCO. The sponsor is Amway Nutrilite and 3 suppliers are losha, CE and Sinospan.
A sponsor of the Chinese Olympic Committee told reporters that sponsoring the Chinese Olympic Committee is actually sponsoring the Chinese Olympic legion, thus gaining the opportunity to reach zero distance from the Olympic champion. In addition, through contacts with various sports teams, the official partners and sponsors will know at the very first time which athletes have the strength to win the championship and be able to take the lead in judging the commercial value of athletes after winning the championship.
After consulting a lot of information, reporters found that at this London Olympic Games, there were 61 domestic and foreign enterprises sponsoring the Chinese legion, including 29 listed companies. By comparing sponsors of sports teams and athletes, it is easy to find that the preference of sponsors is very obvious. For example, the most popular Chinese men's basketball team has 19 sponsors and the largest number of sponsors. At the very least, there are only 4 sponsors, such as archery, trampoline, rhythmic gymnastics, wrestling, weightlifting, modern five, triathlon, rowing, women's water polo, synchronized swimming and so on.
Among the 62 sponsors, the number of sponsorship teams is the largest. Anta Heng Yuan Xiang and CE Le all sponsored all 31 teams. 321 degrees in the sports brand are sponsored by 6 national teams, such as hockey, modern five, bicycle, softball, handball and triathlon. In addition, Sun Yang signed a sponsorship agreement with Chinese swimmer. Not only sportsmen, but also the Olympic news reporters of CCTV sports channel.
This strategy of "spreading the net" has already achieved the effect. As Sun Yang won the gold medal in the 400 meter freestyle competition, the Korean hero Pu Taihuan won the 31st degree advertisement played by Sun Yang. According to the analysis of relevant personages, if 321 degree launches sports goods related to Sun Yang, it will sell well, and if it can get the long-term endorsement of Sun Yang, it will have a huge promotional effect on its sales.
Apart from local sponsors, internationally renowned sports brands are still active. Adidas has sponsored 13 sports teams, the Chinese men's and women's soccer teams, the Chinese men's and women's volleyball teams, the Chinese men's and women's Tae Kwon Do teams, the Chinese men's and women's fencing teams, the Chinese boxing team, the Chinese Judo team and so on. In addition, 7 Chinese teams, including China national basketball team, weightlifting team, wrestling team, track and field team, tennis team, archery team and beach volleyball team, will be playing in sports equipment sponsored by Nike company. In addition, Nike signed a sponsorship agreement with Liu Xiang, Li Na and other star athletes to design competition equipment for them.
Bao Ming, director of the sports and Social Sciences Research Center of the State Sports General Administration Institute of sports science, said that in recent years, the number and funding of the sponsors have been increasing. This shows that manufacturers are increasingly aware of the commercial value of athletes, especially the Olympic champions, and the brand promotion role of these star athletes.
Zhao Wei, M BA of the London School of Economics and Political Science, told reporters that domestic and foreign manufacturers have sponsored the Chinese Olympic legion, indicating that as advertisers, enterprises have fully recognized the commercial value of Olympic champions. The reason why we should try our best to sponsor as many sports teams as possible is that sports have great chance, so it is difficult for enterprises to put them on a certain athlete. Therefore, enterprises choose sponsoring sports teams, one can ensure that the target athletes can be fully investigated, two can establish long-term and good cooperative relationship with sports teams, and three athletes can sign contracts with athletes at a lower price after winning the championship.
"If a company has never sponsored any sports team, it would be very difficult for Sun Yang to sign a contract with Sun Yang after winning the championship. First of all, this enterprise can not get the trust of athletes, sports teams and even sports authorities. Secondly, if competitors are long-term sponsors, it will make the chances for enterprises and champions to establish cooperation even more slim. Finally, the cost of cooperation will be sky high. Zhao Wei explained further.
It is worth noting that in the 61 domestic and foreign enterprises sponsoring the Chinese Olympic legion, there are 29 listed companies, including 13 Chinese A shares, 6 Hong Kong Exchanges, 3 New York Stock Exchange, 2 Nasdaq, 2 German Frankfurt exchanges, and 1 enterprises in Taiwan, Korea and Japan. Public information shows that the total turnover of the listed companies in 2011 exceeded 1 trillion and 200 billion yuan, and the total net profit of the listed companies exceeded 68 billion 500 million yuan. It can be imagined that what an Olympic champion and a heavy Olympic gold medal mean for those companies that have high revenues and profits.
Zhao Wei told reporters that in the Chinese Olympic Legion's sponsors, as well as some of the Olympic champion's endorsement enterprises, the number of fast consumer company has been a lot. For example, Moutai, Yanjing Beer, Erie, Rand Sha, Zhujiang Beer, COFCO, Mengniu, and suitable materia medica are all sponsors of the Chinese Olympic Legion. For these enterprises, a good Olympic champion spokesman will play a huge role in promoting sales and performance of enterprises. If the commercial promotion is right, the promotion of the business performance is far greater than the investment of the athletes and the high cost of endorsement.
"Although Beckham has been away from the mainstream of Europe, Adidas, H & M will still spend a lot of money on him. The reason is very simple, because Beckham still has enormous personal charm and brand appeal in the world. These will help companies improve their performance. " Zhao Wei said: "at this London Olympic Games, Beckham was the most important torch bearer's bodyguard before the torch entered the main stadium, which will continue his personal charisma and personal commercial value. {page_break}
Obscure business value
Although the potential commercial value of an Olympic champion is huge, the commercial value of an Olympic champion is still facing enormous institutional constraints, and whether gold medalists can obtain high commercial returns through endorsement is also a big problem.
Taking Sun Yang as an example, whether it can become the darling of advertisers is not decided by Sun Yang himself and advertisers. - the national sports administration Swimming Sports Management Center (hereinafter referred to as the "swimming center") will play an indissoluble role in Sun Yang's future advertising endorsement.
In China, compared with professional sports such as basketball, football and table tennis, swimming is still in the category of "national system". The expenses generated by athletes in training and competition are all borne by the state, so the business activities of active athletes are also managed by the management department. Therefore, if Sun Yang wants to carry out any commercial activities, he must go through the approval of the swimming center. Sun Yang's income from commercial participation must also be received by the swimming center and allocated according to the distribution method of "1/3 points, 1/3 centers and 1/3 remaining rewards".
This way of distribution has caused discordant notes between athletes and management. In 2011, Sun Yang and the swimming center openly committed evil because of the "endorsement" issue. At that time, Sun Yangfa micro-blog bombarded the swimming center, saying that he was "endorsed" without knowing the situation and attended the signing ceremony of the swimming team and a tea drink. Later, Sun Yang wore a 360 degree sportswear to attend the press conference, which again contradicted the swimming center. The swimming center suspected Sun Yang signed the contract privately while Sun Yang counterattacked that the sportswear was handed over by others. Sun Yang's mother also complained to the media that Sun Yang did not get a cent in Sun Yang's commercials for the swimming team.
Shang Xiutang, deputy director of the National Swimming management center, explained that in China, most of the projects and athletes are trained by the state, and from training to competitions, overseas training and so on are all paid by the state. "If there is no sponsorship from the community, how much money does the swimming team have to pay for training, eating, living, travelling and renting fees abroad and the salaries of foreign coaches every year? At least 6 million yuan per year, it is hard to rely on the strength of the General Administration and the center itself. Therefore, athletes are obliged to participate in the corresponding social activities and signing activities with the national team.
At present, there are people familiar with the matter who broke the news on micro-blog. Sun Yang and his training team spent 3 million yuan on overseas training and competition in recent years.
Shang Xiutang also said that the national swimming team was aware of the importance of star athletes' commercial development and management, and clearly stipulated that the ownership of intangible assets belonged to the national team, and individual individuals were not allowed to sign contracts.
However, some people in the industry believe that Sun Yang and the swimming center can solve the problem of profit distribution. In fact, after Sun Yang's brother Zhang Lin won the Rome World Championships in 2009 and became the first man to swim in China, the swimming center acquiesced in signing his contract with the brokerage firm. Subsequently, Zhang Lin broke the world record in the 2010 World Championships, returning home not only to TV advertisers, but also to the cover of fashion magazines. At that time, the media even asserted that Zhang Lin's commercial value would exceed Liu Xiang's.
Zhao Wei said that Sun Yang's commercial value can not be revealed at present, and it lacks a strong team. The team, in addition to bargaining with the domestic sports management agencies, and contacting with advertisers, it is more important to plan Sun Yang's career and ensure that Sun Yang will continue to achieve better results in the future competitions.
Yao Ming is an excellent example. A team with a clear market demand, Yao's team, organized Yao Ming's business activities without affecting the normal training and competition. They are responsible for planning, negotiating and maintaining. They are not anxious to let Yao Ming accept the advertisement, but specifically aim at the commercial brand with international influence. This not only guaranteed Yao Ming's long-term competitive status, but also set up a high-end brand image for Yao Ming. In a timely manner, Yao Ming is still the target of countless sponsors after he retired.
In fact, some athletes, in pursuit of personal development and higher business returns, choose to leave the system solo. Li Na and Tian Liang are notable examples. In 2004, Tian Liang joined the king and became the first person to sign an active athlete with an entertainment company. But it was also removed from the swimming center. Lin Dan also had the idea of leaving the system and flying alone.
Most people in the industry think that we can try to commercialize some of the projects first. "The whole nation system is difficult to make great changes in a short period of time, but in some highly commercialized projects, such as tennis and basketball, there should be some breakthroughs among athletes," Li Na, a female Internet star, is a well-known example. Zhang Qingru said. According to the introduction, the Li Na prize in 2011 was about 3000000 dollars, and its total income last year was about 20 million dollars, and more than 80% of its income came from commercial endorsement or sponsorship.
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