Three Big Brands Olympic Games PK Lining As The Main Torch Marketers.

Because of the exclusive endorsement agreement with the CCTV Olympic Channel, the famous Chinese sports brand Lining was once considered to have successfully struck the edge ball and established a "connection" with the Olympic Games.

But watching the audience of CCTV Olympic channel may find that Lining's logo has disappeared from the clothes of CCTV Olympic Channel's host recently.

What has happened?

PK, Adidas, the three largest brand of Olympic Games, has spent a lot of money to become an official clothing partner of the Beijing Olympic Games, providing clothing for athletes, volunteers and technical officials, and sponsoring interactive online games with several Chinese athletes as its role, thus presenting its brand to the audience.

22 of the 28 major teams of Nike China will compete in sportswear and sports shoes with Nike logo.

There are many top athlete spokesmen, including Federer, Kobe Bryant, Lebron James, Liu Xiang and Yao Ming.

Lining, the 4 gold medals team of China diving, gymnastics, shooting, table tennis and so on, is provided by the Li Ning Co for the Olympic Games.

Lining also sponsored the Olympic team of Sweden and Spain, and the costumes of Sultan national track and field team and Argentina national basketball team.

When the CCTV host stopped wearing Lining's clothing, when the Beijing Olympic sponsor was invited, it was said that the bid price of the Li Ning Co based on its own strength was 1 billion yuan, while Adidas's final bid was 1 billion 300 million yuan.

In this way, Lining lost the right to sponsor the Chinese sports delegation, including the award dress.

Lining began to play the edge ball, and the agreement with CCTV Olympic Channel was a marketing strategy. It would make Lining's "L" logo similar to the hook sign of Nike appear in front of Chinese TV audience.

This will help to compete with Adidas and Nike. Adidas is a partner of Beijing Olympic Games, while Nike provides sponsorship for many athletes.

Adidas certainly does not want this situation to continue, especially in the most crucial Olympic period.

Adidas has always had a brand protection team, which mainly communicates with some law enforcement agencies to protect the interests of the company.

Adidas also set up a separate team to work with the Beijing Olympic Organizing Committee's anti recessive market to protect its brand interests.

For Lining's sponsorship of CCTV host clothing, Wei Jizhong, senior advisor of the Beijing Olympic Organizing Committee, commented: "it can be patronage, but when it comes to the Olympic Games, when the Olympic logo appears, Lining's logo should not appear, the boundary is here, this is very clear."

Today, the Li Ning Co's "L" sign has reduced the chance of being able to mirror the games during the Olympic Games.

The company said the hosts and guests of CCTV studio will stop wearing Lining logo during the Olympic Games until the end of August.

However, reporters on the spot can still wear Lining's clothing.

Obviously, Adidas has been trying to suppress Lining for the time being.

The problem with Nike in Adidas's competition is that Nike has more top athletes spokesmen.

Adidas spends a lot of money on the right to partner. Nike is taking another route. The core is sponsoring a specific athlete.

What worries Adidas most is that at the Beijing Olympic Games, 22 of the 28 major Chinese teams will compete in the sportswear and sports shoes with Nike logo and will be broadcast frequently on TV.

While almost all of Adidas's energy is devoted to the qualification of the partners, Nike has signed an agreement with the 22 Chinese sports teams to provide their match costumes and sports shoes.

Data show that the total number of sponsors sponsored by Nike is higher than that of Adidas, Lining and other four sporting goods providers.

Of the 22 teams, whichever athlete wins the gold medal, his Nike logo will be replayed.

For most of the athletes in the Adidas camp who participated in the Beijing Olympic Games, they could only be equipped with Adidas equipment on the podium.

In the competition, they will be equipped with Nike equipment.