Sports Brand Is Only For Exposure.

In November 25th, the 2012-2013CBA League was officially lit and the defending champion was unveiled.

The team got a good start and introduced the former NBA superstar.

The Qingdao double star team also came to Quanzhou to challenge on the road, although the final time was killed, but the news around Maddie is still hot.

With the improvement of the CBA competition and attention this year, the rights and interests of sponsors have also been taken seriously. Even though Li Ning Co is the exclusive name of the "monopoly" League, the Quanzhou brand is unwilling to retreat. Instead, it seeks various opportunities to increase brand exposure.

Search for exposure

In fact, the CBA League takes the exclusive sponsorship of different industries, that is, only one enterprise in the same industry is selected as a sponsor, such as the well-known Li Ning Co, and Qingdao bottles wine, land insurance, etc. there are 1 strategic partners, 5 partners, 4 sponsors and 13 suppliers.

As the top basketball league in China, the strategic partnership has changed hands this year.

Company, but that does not mean that there is no opportunity for Quanzhou brand.

Reporters learned that, as a non sporting goods brand, Jinjiang Fujian CABBEEN Clothing Co., Ltd., got a place to "CABBEEN leisure" appeared in the arena of the rolling screen; more noteworthy is that 10 days ago, the official appearance of the players, Beijing player Marbury, wearing a 361 degree shoes, appeared in the opening game.

In such a huge tournament, unless it is a superstar or a key player in a key match, it will be difficult for the media to pay special attention to it. Therefore, the "non mainstream" sponsorship brand can only be broadcast by the Brand Company itself.

Micro-blog has obviously become a good weapon to release this news.

Before the start of the competition, the 361 degree staff had dried out a pair of blue shoes with LOGO, and proved the official Marbury's boots after the game. The official micro-blog released the news at the end of the competition, and the other related micro-blog also participated in it. The pictures and articles showed the elegant demeanor of Marbury's feet in 361 degree competition.

At the previous news conference, 361 degree (China) Limited and Marbury himself did not explain this in particular.

"This is not particularly shocking news, like Maddie and Marbury, are privileged players, there will be some contracts, agreements to protect.

The key is to see how the sponsors operate.

Zhang Qing, senior industry analyst, said that foreign players could wear non Lining brand shoes, but the names and signs of non Lining brand shoes must be completely covered.

But for the privileged players such as McGrady and Marbury, such rules are not necessarily observed: McGrady signed a lifelong contract with Adidas. One of the great purposes Marbury came to play in China is to recommend his own brand of sneakers, so this rule will not be observed for two people.

There is precedent for breaking through monopoly.

Of course, 361 degrees is not the only brand to break through Li Ning Co's "monopoly" besieged city.

As early as November 1st, the official website of the Basketball Association announced the notice of the China Basketball Association on the related matters of the CBA pre-season match in the 2012~2013 season. One of the "amnesty" lists is particularly noteworthy, and it is not necessary to wear the shoes designated this season - Lining, and can freely choose the players of the sports shoes.

This list often means that Nike and other sporting goods giants and the advertising market recognized the strength of the star, with the "great role of the target" of the great role.

There are 12 people on this list. They are all Nike's signing players. Apart from Yi Jianlian, Chen Jianghua, Liu Wei and so on, they are famous football players who have been famous for many years. The other 9 are the new generation stars who are in full bloom. They are also the new special generation who are very optimistic about sporting goods giants and advertising market.

According to CBA's previous regulations, the solution for players who wear sports shoes other than basketball association's designated brands is that sponsors make some money to the Basketball Association similar to players' ransom fee, which was 100 thousand yuan per person in the past.

Because Lining was sponsoring CBA for the first year of the season, people familiar with the matter said that the ransom cost had risen to 800 thousand yuan.

In fact, this is not a new problem until this year. Anta has long been the only designated sponsor of the CBA League, and it also needs to face and deal with it.

"The general principle is to understand the practical difficulties of the club, protect the players' health, safeguard the rights and interests of sponsors, and properly solve the problems arising after the occurrence of the situation.

"Zhang Qing analysis, there are generally four cases, which can be implemented by specific solutions.

The other is that Li Ningxie, a club player who has been injured due to injuries, is required to submit an application letter and an annex medical record to the basket company. The second methods are to cover up the brand and provide special shoes. The other is that the foreign players in the club must strictly carry out the non Lining shoes that cover up the brand. The third is that the club players sign the non Lining shoes brand (such as Nike, Adidas, etc.) in mainland China and get the approval. According to the relevant regulations, players can wear non Lining shoes; the fourth is that the club players sign the non Lining shoes brand and have to submit an application. After the three sides agreed by the Basketball Association, the Li Ning Co and the Licensing companies, then the players agree with the Licensing companies and pay the corresponding fees, then they can wear non Anta shoes, that is, the "ransom fee" that the industry says. First