Quanzhou Sports Brand: Enterprise Sponsorship Olympic Marketing Fruitful

London is far away from Quanzhou, but the London Olympics are very close to the people of Quanzhou.

"Repeatedly" on the podium, the logo on the chest is Anta; when the 56 kilogram class weightlifting champion Yan Runzhe was shy, he wore 361 degrees; when the handsome 100 meter breaststroke champion, the South African Frog King kissed the medal, the dark green dress came from Hongxing Er Ke.

These brands are accompanied by Olympic champions once again on the stage of world sports peak, showing the strength and charm of Quanzhou's private economy.

Last week, Quanzhou

The chamber of Commerce and 8 brand enterprises participating in the sponsorship have received congratulatory messages from the Quanzhou municipal government, congratulating them on "showing the strength of the Quanzhou brand to the whole world".

It is reported that the Quanzhou Olympic Games are the largest and most consistent lineup of brands in the world. Anta, XTEP, 361 degrees, PEAK, Jordan, Hongxing Erke, Adi Wang, Yiyuan and so on have been integrated into the army, breaking the previous situation that Nike and Adidas dominate the world.

Quanzhou brand sponsorship Olympic Games can be traced back to the 2000 Sydney Olympic Games.

That year, Kong Linghui harvested the men's singles Grand Slam. His "I choose, I like", let the whole nation remember "Anta".

Since then, the awakening of brand awareness has made Quanzhou

The relationship between enterprises and the Olympic Games is becoming more and more close.

In the past 12 years, from the sporadic brand attack to the Olympic Games, to the completion of the Quanzhou legion, the four year Olympic Games witnessed the brand development process of Quanzhou sporting goods enterprises.

According to a market survey, an enterprise generally invested $100 million, and its brand awareness will increase by 1%. However, the same amount of money invested in sponsoring the Olympic Games can increase its popularity by 3%.

With the Olympic Games coming to an end, the marketing effect of Quanzhou brand is constantly appearing: Anta released the semi annual report on the two day, and by the "Olympic Dongfeng", the annual report announced that the stock price rose by 17% on the opening day, and the 361 degree of Sun Yang's signing before the Olympic Games also rose with the price of the Olympic champion's ring. The record sponsored PEAK in 7 countries.

Not all brands sponsor Olympic teams or athletes will have medals, but there will be gains from sponsorship. Sponsoring the Olympic Games will not only allow Quanzhou brand enterprises to catch up with the international pace in quality and design, but also endow the brand with richer connotation.

The Olympic spirit of "higher, faster and farther" has different understanding of Quanzhou brand, but fully displaying the charm of brand spirit is also one of the fruits of sponsoring the Olympic Games.

"Sponsoring the Olympic Games is a good thing at first. It can enhance the comprehensive strength of the sporting goods industry in Quanzhou. Both the product technology and the brand image can be improved comprehensively. And so many Quanzhou brands appear in the Olympic Games, which is a very proud thing."

Ding Zhizhong, chairman of Anta sports board, said that despite the different demands of different enterprises in "Olympic marketing", the popularity and reputation of enterprises will be greatly improved through this competition.

But Olympic marketing is not only a short-sighted behavior, but also a process of brand accumulation as a long-term and systematic strategy.

Ding Zhizhong said.