Olympic Champions Have Great Commercial Value And Attract A Large Number Of Advertisers.

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.

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 Sinop.

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

There are 61 domestic and foreign enterprises sponsoring the Chinese Legion in the Olympic Games, 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 largest number of sponsorship teams were Anta, Heng Yuan Xiang and CE Le, all 31 teams were sponsored.

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 is "

"The strategy has already achieved the effect. As Sun Yang won the gold medal in the 400 meter freestyle competition, South Korean champion Pu Taihuan, Sun Yang played the leading role in the 31st degree advertisement.

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.

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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.

For 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, he will still spend a lot of money on international brands including Adidas.

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.

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.

Take Sun Yang as an example.

The darling of businessmen is not decided by Sun Yang himself and advertisers. The swimming management center of the State General Administration of Sport (hereinafter referred to as the "swimming center") will play an inneglable 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.

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.

How to solve the existing system for Olympic champions

The majority of the industry believes 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.