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Sports Brand Betting Sports Stars To Start Advertising Campaign

2013/9/9 20:02:00 45

it is no longer a novelty for enterprises to invite celebrities to speak. At the same time, for athletes, winning the championship not only represents the highest honor, but also receives many olive branches thrown by numerous famous manufacturers.

September 4, 2013, as a gold medal holder after track and field events, the swimming competition of the Twelfth National Games opened at the swimming pool of Hunnan training base.

Due to the absence of athletes such as Liu Xiang and Li Na, Sun Yang, who has just achieved good results in Barcelona, has become the most dazzling star in the National Games.

Sun Yang's participation in the National Games swimming competition has become the most popular competition in the National Games.

Sun Yang, who is also seen outside the swimming pool, is also very much aware of the fact that Sun Yang, who wears 361 sports brand clothes, will also mention in micro-blog "green city Shenyang Quan Yun Village".

in fact, not only Sun Yang has a business mission, but Zhong Man, Liu Shiwen and Guangdong are also the favorite of advertisers.

The commercial significance of the National Games is also due to the fact that when the local sports brands are in great losses, they hope to bet on the sports stars who will bet on the whole athletic field, thus playing a beautiful battle of turning over.

Data obtained from XTEP sports show that the company's share price has risen by 17.28% in the second half of this year when the National Games are about to start.

So, what kind of crisis is the local sports brand in? What's the price behind the advertising war? How much business does the National Games bring?

swimmers Sun Yangcheng's pet value exceeds 10 million

handsome, domineering, popular, excellent athletic performance and dominance of the game, so that Sun Yang has all the advertisers need.

September 4, 2013 evening, the twelfth men's 400 m freestyle final of the National Games was held at the swimming pool of Hunnan training base of the Provincial Sports Bureau. The arrival of Sun Yang made the audience full of audience.

During the game, a parent who showed the children to watch the game admitted to reporters that he was rushing to Sun Yangcai to come to the competition. "My baby is 6 years old this year, and now he is also a fan of Sun Yang. He is learning to swim in our swimming pool."

in fact, Sun Yang was sought after, and reporters who came to the scene were not surprised.

Because of injuries and other reasons, Liu Xiang, Li Na, Zou Shiming and others were absent, which made the national games not sparkling.

At the same time, because of Sun Yang's excellent performance in London Olympic Games and the best male athlete in Barcelona World Championships, coupled with the incident with Zhu Zhigen, Sun Yang's "heat" continues to rise.

The result of "P" did not disappoint many fans of Sun Yang.

Sun Yang, wearing a white swimming cap and wearing black swimming trunks, won the gold medal in the 400 meter freestyle swimming competition and won the Grand Slam of the National Games, the world championships and the Olympic Games 400 meter freestyle.

Sun Yang's excellent results also made him a great fan of huge investment. The Grand Slam gimmick made sun Yang Geng the value of commercial development, and then made advertisers full of money.

when Sun Yang arrived in Shenyang on the same day, Sun Yang's fans found Sun Yang dressed differently from other players in Zhejiang.

"P >" since then, when the Zhejiang swimming team went to the training ground, Sun Yang did not take the bus with his teammates. Instead, he took the modern Beijing by his endorsement, accompanied by his father to the training venue.

In order to let the sponsors' money be worth the money, "dedicated" Sun Yang also mentioned in his micro-blog "green city Shenyang all Yun Village".

Sun Yang, President of Beijing key Road Sports Information Co., Ltd., Zhang Qing, said that with the outstanding performance of the Olympic Games and the world championships, he has leapt to the top sports stars in China. His personal business value has reached over 10 million yuan.

deep loss. Lining lost 184 million yuan in the first half of the year

the local a href= "http://www.91se91.com/news/index_c.asp", represented by Lining, sports brand "/a", hopes to reduce stock pressure and increase profits at the same time of marketing the whole athletic field.

remember at the opening ceremony of the Beijing Olympic Games, Lining, the gymnast Prince of the main torch bearer, turned the flying trapeze on the stadium and finally ignited the exciting moment of the main torch? In fact, from the moment that Lining lit the main torch, it also blew the horn of the famous sports brand in China's north and south of the Yangtze River. During the Beijing Olympic Games, Lining sports brand beat Adidas to become the sports brand behind Nike.

however, after the Beijing Olympic Games, Lining sports brand began to go down gradually for various reasons.

According to the company's 2012 performance report, Li Ning Co revenue was 6 billion 739 million yuan, down 24.5% from the same period last year, gross margin was 2 billion 550 million yuan, a decrease of 36.9% compared to the same period last year, and the profit and loss of equity holders should be reduced to 1 billion 979 million yuan.

with the growth of China's economy and people's tight pocketbook, the days of local sports brands are still sad.

Since September 2013, the listed companies of sports brands including Lining, Anta, 360, PEAK, XTEP, Chinese trend and Pathfinder have published 2013 annual reports. The results show that the above 7 companies are still in an awkward situation.

according to the first half performance released by Lining sports recently, the company achieved a revenue of 2 billion 906 million yuan, a decrease of 24.6% compared to the same period last year, and a net profit loss of 184 million yuan.

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the exact figures obtained after the statistics show that the total revenue of the 7 companies in the first half of 2013 was 11 billion 820 million yuan, down 26.5% from the same period last year, and the total net profit was 1 billion 260 million yuan, down 2 billion 180 million yuan compared with the same period last year.

because of the above reasons, local sports brands have substantially increased the amount of advertising and sponsored sports teams and athletes in the Twelfth National Games held in our province.

Lining had to mention the brand, sponsored the Shanghai delegation to compete for the Shanghai market, and tailored match suits and field clothes for the Shanghai delegation.

Li Yuyi, deputy director of the Shanghai Sports Bureau and the twelve Yun delegation, Lining's support for Shanghai team is not only the image packaging, but also the Lining brand and Shanghai athletes temperament and spirit.

> go all the way to win the battle. The advertising campaign is called "/strong > .

not only is the athletes and sports teams favored but also fully excavated the commercial rich ore of the National Games, which makes the National Games no business at all.

September 5, 2013, an ordinary Thursday afternoon, at the shop of "a href=" http://www.91se91.com/news/index_c.asp "XTEP < /a" store in Taiyuan street, from time to time, the salesmen shouted loudly, and the cashier's fingers leaped on the keyboard.

there are more than 20 consumers in the shop. A 20 year old girl pointed to a T-shirt and said, "Ye Shiwen has worn this dress. I hope it will bring good luck to me too."

Ms. P told the reporters that although September was also the traditional peak season for sales, but because XTEP was the strategic partner of the twelve games, its effect has been fully reflected, and sales increased by 30% over the same period last year.

twelve director Li, director of publicity and Planning Department of the finance and marketing department of the organizing committee, told reporters that XTEP sports not only became the official partner of the twelve games, but also signed 12 delegations with Liaoning, Beijing, Jiangsu, Tianjin, Guangdong, Zhejiang, Hunan, Henan, Hebei, Guizhou, Guizhou and the PLA delegation.

in fact, in the eyes of advertisers, the twelve business development is far more than that. When reporters interviewed judo competition in Shenyang University, they saw that the clothing of university volunteers was not only XTEP LOGO but also the mineral water advertisement of Tang Quan valley.

It also allows tens of thousands of volunteers to serve as mobile carriers for advertising and publicity.

at the same time, equestrian competition was called the "Southern Air Cup". The swimming competition was crowned "the soup Valley Cup", and the Wushu routine competition was also known as "Anshan Iron Cup".

not only is the sponsorship of athletes and delegations, the most intelligent way of sponsorship is from 31st degree, they not only have Sun Yang endorsement for their brand, but also sponsor the CCTV reporting team of this national games.

As long as CCTV reporters are in the mirror, they can see that they are wearing 360 degree brand clothing, and they are advertising 321 degrees.

risk is difficult to set 1 billion < a href= "http://www.91se91.com/news/index_c.asp" > advertisement < /a > investment cold thinking /p >

the gold medal of this national games is called "new dawn". Although its weight is only about 150 grams, it is not only the highest honor to get it, but also it will receive more olive branches thrown by the manufacturers.

twelve Li, director of publicity and Planning Department of the finance and marketing department of the organizing committee, said the official partners of the twelve games include XTEP, Anshan Iron and Steel Group, Tang Quan Valley drinks, Bank of China, China Mobile, China Unicom, China Telecom, China Southern Airlines, Wanda Group, Hua Chen automobile, Benxi Iron and Steel Group, and the sponsor has eight kings Temple soda water.

At the same time, Lining, Guangyao group, 360 degree and other well-known manufacturers at home and abroad also signed sponsorship and cooperation agreements with the participating delegations and sports teams.

Insiders who do not want to be named told reporters that the above enterprises were directly or indirectly involved in the twelve sports advertising, and their sponsorship and advertising investment cost more than 1 billion yuan.

this industry, taking XTEP sports as an example, said XTEP sports has already achieved the expected goal, and its share price has increased by 17.28% in the second half of the year.

As a matter of fact, Lining, a reporter from Lining sports, found that the rebound of Lining's sports shares reached 52.32% in the second half of this year. Lining's share price was HK $5.91 per share on September 5th, while the lowest share in July was HK $3.85 per share.

"P", director of social science research center of the State Sports General Administration, Bao Ming, said that in recent years, the growth of investment in competitions and celebrities by sponsors shows that manufacturers have clearly recognized the role of sports stars in promoting brands.

however, how to achieve a win-win situation between them is worth exploring.

Earlier, the media pointed out in public reports that Sun Yang and Zhu Zhigen fell out because of sponsors, but Zhu Zhigen later publicly declared "from whatever Sun Yang sponsored."

Sun Yang was not only criticized by the sponsors for his influence on training but also criticized by the media. Lin Dan had also cut down on the competition because of his frequent participation in commercial activities and almost missed the world championships this year.

however, sports researchers believe that with the increase of business elements, athletes are becoming more and more professional, and the age of sports is increasing.

In 2008, the 41 year old American swimmer Torres won the 50 and 100 meter freestyle Championships in the United States Olympic swimming trials and fifth times represented the United States to participate in the Olympic Games in Beijing.

however, perhaps Lin Dan's words can explain the athlete's state of mind. He once said in an interview with the media: winning or losing matches is not related to advertising and sponsorship, and playing their own attitude is the most important.