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What Is The Value Of The "2014 Brazil World Cup" Against Globalization?

2014/6/18 11:10:00 61

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Sports clubs such as P, NBA, super bowl and UEFA Champions League are more favored by capital because they cater to the trend of globalization. Among them, the commercial value of the Super Bowl Final has surpassed the World Cup finals. According to the statistics of Forbes, the business value of the Super Bowl finals in 2012 reached US $420 million, while the commercial value of the 2010 World Cup finals was US $140 million. Despite the downturn in the US economy, the average price of "super bowl" advertising has risen 50% in the past ten years. 
 it is foreseeable that the "opposition" headed by Nike will gather more sword to take advantage of the marketing method and challenge the authority of the official sponsor. It seems somewhat outdated that official sponsors habitually buy the World Cup advertising rights to suppress competitors. 
 "compared with the four year world cup, sponsorship of some professional sports events has a long line development. Continuous operation for many years is more likely to reflect brand value." Zhu Xiaodong, chairman of Europe sports, said he was a business representative of FIFA in China. 
"P" is precisely these meticulous "protection", which makes the world cup's brand equity become the object of sponsorship. However, FIFA is only digging deep into the world cup's brand value, in essence, it is difficult to change the "reverse globalization" attribute of the world cup. 
 coincidentally, many sponsors of the Brazil World Cup in 2014 were left out by the outside world. 
 except for Emirates Airlines and VISA, four other tier one sponsors have not been spared, including SONY, Adidas, Coca-Cola and Hyundai Motor. 
Less than P, these poor performance sponsors try to rebuild their brand value with World Cup marketing. However, under the impact of capital globalization and mobile Internet, the "cost performance" of sponsoring the world cup seems to be getting lower and lower. 
"P" World Cup, which is a national and regional sports event, is a match for the players of "reverse globalization". The teams must be made up of the same nationality, which is contrary to the trend of globalization of economy and capital. Sponsorship is for the purpose of seeking business returns. In essence, it is against this "reverse globalization". The marketing opportunity that SONY and Adidas are waiting for is actually a sponsorship platform which is incompatible with its own commercial attributes. 
 as a nearly hundred years of sporting events, the platform for sponsoring the world cup has not changed substantially. No accident, the hard and soft propaganda mode will encounter the impact of new media in this world cup. If SONY and Adidas see investment in a big deal but not as small as the competitors' ambush marketing, they will revaluate the world cup. 
 by "World Cup", "/strong" > /p ".
 on the FIFA partner list of the world cup, what are the difficulties faced by those enterprises? 
 Sony Corp CEO Hirai Yifu, though he said he wanted to "reshape SONY", still failed to make this former electronic consumer giant reappear brilliantly. Although the sale of office property was realized in the 2012 fiscal year, the company's bankruptcy rumours were still heard. 
 in fact, SONY concentrated on the terminal market business structure, making its anti risk ability extremely weak. Once in the terminal consumer market is cold, it is difficult to quickly adjust the supply chain to meet the market demand. This structural "snub" is difficult to reverse in the short term. 
Adidas, as a frequent sponsor of the world cup, is also having a hard time. Adidas's first quarter 2014 earnings report showed that the group received 3 billion 533 million euros in revenue, down 6% from the same period last year, and net income of 204 million euros, down 34% compared to the same period last year. This has been Adidas's operating income for two consecutive years. 
 the gap between Adidas and Nike is also widening in the field of sporting goods. According to the survey released by Ou Rui International, sales in Nike Western Europe rose 11% in the first half of 2013, while Adidas dropped 6% in the third quarter. 
The situation of Coca-Cola and Hyundai motor is also quite embarrassed. Coca-Cola recently released its first quarter fiscal year 2014 report, showing a revenue of $10 billion 580 million, down from $11 billion 40 million a year earlier, and net profit of $1 billion 620 million, down 8% from the same period last year. 
 and according to the first quarter report submitted by Hyundai Motor, only the world's five largest markets in Korea, China, the United States, Europe and India have increased overall sales in the Korean market. 
P Brazil world cup is doomed to become the focus of this summer. Although the four companies are embarrassed to varying degrees, the advent of the world cup seems to give them a chance to overturn their marketing strategy. 
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 capital revaluation cup value 
 however, there has been a substantial change in the valuation criteria for the sponsorship of the world cup. 
The core value of the "P" World Cup is to attract audiences through providing high quality competition "content", and pay attention to profitability, including ticket revenue, broadcast income and business income. If the quality of the world cup in content production is down, it will naturally lead to a fall in business value. 
"P > European economic integration has directly broken the barrier of human resources market. With the adoption of the Bosman act in 90s of last century, the European Football Club allowed only 3 foreign players to be eliminated. This means that as long as the players' contracts expire, they will be free and no longer be restricted by other restrictions. 
By P, the ability of capital to spanfer to the market is more and more obvious. The capital globalization trend in the field of professional football has begun. Mourinho, a coach of this type, relies on capital operation to select talents from all over the world to create eleven people in the heart. The direct effect on the field is the club's ability to improve the production of the competition. 
 and the world cup is very limited in the content of the production competition, because the restriction of the same nationality makes it impossible for the capital strength to realize the optimal allocation of human resources. Despite the fact that Messi has such an untalented talent in Argentina, Messi is useless in the absence of Harvey and I Nesta to match the Spanish midfield engine. 
, therefore, in the twenty-first Century World Cup and the European Cup, it is difficult to see revolutionary tactical innovations in the last century, such as Italy's chain defence, Holland's whole attack and Germany's midfield oppression. Every national team is more willing to "copy" the tactical concepts of Mourinho, Guardiola and other famous coaches. Spain, which dominates the 2008 European Cup, the 2010 World Cup and the three major European Championship in 2012, is a national team version of Barcelona. 
At the same time, the four - year competition cycle can not shoulder the responsibility of developing a giant star. In twenty-first Century, the world cup champion, without exception, is the balanced allocation of human resources to the club. Instead, Messi, C Luo, and Rooney are helpless. In 2002, Brazil depended on Scolari's defensive counterattack strategy. In 2006, Italy was a "civilian Legion" with simple and practical tactics and no obvious weakness, while later Spain was a Barcelona lacking Messi. 
 if we want to become the final winner in the "reverse globalization" competition of the world cup, we must make the human resource allocation closer to the professional football club with the concept of capital globalization. This also reflects an indisputable fact from the side: now, it is difficult for Bailey, Maradona and Zidane to be born on the football field. Because players exist in the form of "club assets", they are only "chessmen" executed by the coach through capital operation and quickly execute their tactical intentions. 
 in the game of capital globalization and counter globalization, the world cup has been slightly tired in the content of manufacturing competition. 
 it is worth mentioning that sports clubs such as NBA, super bowl and Champions League have been favored by capital because they cater to the trend of globalization. Among them, the commercial value of the Super Bowl Final has surpassed the World Cup finals. According to the statistics of Forbes, the business value of the Super Bowl finals in 2012 reached US $420 million, while the commercial value of the 2010 World Cup finals was US $140 million. Despite the downturn in the US economy, the average price of "super bowl" advertising has risen 50% in the past ten years. 
 counterattack 
 even if it is "FIFA partners", SONY and Adidas will hardly be able to monopolize this opportunity and will not be able to play the most effective role in the world's relatively conservative marketing mode. 
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P, Nike, which has many official sponsors in the Olympic Games and the world cup, seems to be better at winning through ambush marketing. 
During the London Olympic Games two years ago, in July 27, 2012, Nike's advertising film "live your greatness" began to warm up on the Internet in July 27, 2012. Then, on the day of the opening ceremony of the London Olympic Games, the ad landed on 25 television stations in the world. Nike has never said that this is the Olympic advertisement, but skillfully chose the location of the commercials in the word "London" around the world, such as "London Hotel" and "London Square", with a series of social networking marketing. This design has a strong hint that the audience will naturally associate it with the London Olympics. However, because Nike's practice did not violate the regulations, even if Adidas repeatedly denounced, the London Organizing Committee had no right to interfere. 
 Adidas was paid by Nike at the time, though it paid heavily for 100 million pounds. According to an online survey, 37% of the 1034 American consumers interviewed considered Nike to be a sponsor of the London Olympic Games, but in fact Nike was not; while the genuine sponsor Adidas was correctly identified by 24% of the respondents. 
Less than P, the mobile Internet and social media infiltrate the public far more than two years ago in London. Taking the Chinese market as an example, the annual mobile Internet Report 2013 shows that in the fourth quarter of 2013, the number of intelligent devices in China was more than 700 million. 
 "the mobile Internet is trying to change or impact the world, including the ancient events such as the world cup or the Olympic Games." The staff who had made excellent marketing for Nike at the London Olympic Games said to the twenty-first Century business review. 
 it is foreseeable that the "opposition" headed by Nike will gather more sword to take advantage of the marketing method and challenge the authority of the official sponsor. It seems somewhat outdated that official sponsors habitually buy the World Cup advertising rights to suppress competitors. 
 FIFA's "account book" /p >
In 2010, the lowest threshold of the world cup level sponsors reached a record high of $65 million, when Yingli from China at least paid $30 million as a sponsor at level two. But in the 2014 World Cup, Yingli won the same interest at a low price of 17 million dollars: Yingli billboard will appear in all 64 matches during the world cup, and at least 8 minutes per game. The difference between Yingli's two World Cup sponsorship tour directly reflects the decline of the world cup's ability to premiums. 
 "compared with the four year world cup, sponsorship of some professional sports events has a long line development. Continuous operation for many years is more likely to reflect brand value." Zhu Xiaodong, chairman of Europe sports, said he was a business representative of FIFA in China. 
 although the value of the world cup is declining, it is gratifying for Blatter, FIFA president, that its revenue has not declined. As early as 2004, when South Africa won the right to host the world cup, FIFA signed an "unequal treaty" with South Africa. All proceeds of FIFA in South Africa are exempt from taxation and have the right to be free from the exchange rate regime. Thus, in the 2010 World Cup in South Africa, the income of FIFA increased sharply to US $8 billion 700 million. In addition to TV broadcast fees and sponsorship fees, the biggest growth was souvenir sales, which allowed FIFA to take almost 3/4 of the world cup in South Africa. 
 this resulted in the "inverse growth" of FIFA's World Cup revenues: FIFA Germany spent 280 million dollars in 2006 and earned more than 1 billion 300 million dollars in the world cup. FIFA's expenditure in 2010 was $400 million in the world cup in South Africa, and its income was as high as $8 billion 700 million. 
 FIFA's acquisition of such a huge profit in South Africa stems from its monopoly on the world cup brand. In South Africa, FIFA's franchise and trademark protection have been pervasive in the world cup. Thousands of names related to FIFA and the world cup have been included in the scope of trademark protection. In South Africa, even manufacturers who produce calendars can't use the word "2010" tied to the world cup without authorization. 
"P" is precisely these meticulous "protection", which makes the world cup's brand equity become the object of sponsorship. However, FIFA is only digging deep into the world cup's brand value, in essence, it is difficult to change the "reverse globalization" attribute of the world cup.