Inventory Of Luxury Sports Marketing Diversification

With the global

With the change of consumption environment, brands are more willing to participate in different kinds of activities while selling goods, so that their image can be more vivid and full.

Various exhibitions, museums and brand houses are being held, and annual art or public figures have been selected.

At the same time, with the public attention of major sports events, the promotion of corporate image and development of sports marketing has also become a mainstream marketing mode.

Mature sports marketing is to achieve the integration of sports culture and brand culture.

Sports marketing emphasizes not products, but a kind of culture, an emotion that resonates with consumers in sports.

Sports itself is healthy and dynamic, and has a sense of competition, which is in line with the basic culture of many luxury brands.

What enterprises need to consider more is how to cooperate with races that match the brand characteristics while avoiding competitors. This also creates the diversified development of sports marketing.

Fortunately, there are many sports events, and in the past few decades, relying on technology and

Sports marketing has matured, while athletic sports achievements are related to timing.

All these paved the way for the diversified development of luxury sports marketing.

Positioning high-end lifestyle

In the 20s of last century, Hans Wilsdorf, the founder of Rolex brand, first put forward the idea of brand spokesperson and sports sponsorship, and firmly believed that sports are closely related to timepieces.

Because of the earliest idea and action, Rolex naturally has more opportunities than other brands to choose sports events suitable for its own culture.

In the past century, Rolex has sponsored many prestigious sports events, including tennis, golf, rowing, equestrian, racing and skiing.

Among them, tennis and golf are Rolex's landmark sponsorship projects.

These two sports are not only competitive sports, but also the most popular leisure activities in the current high-end lifestyle.

The spirit of the golf game is that the participants take the initiative to think about other players and observe the rules voluntarily. The essence is honesty and credit. I believe that when Rolex chooses to sponsor golf matches, it not only sees the high-end positioning of its matching brand, but also takes into account the spirit of fit between the sports culture and the senior watchmakers.

About tennis, since 1978, Rolex is the world's oldest and most famous official timer for the Wimbledon Tennis Championships.

Rolex chose Wimbledon because it is recognized as one of the top Grand Slam tournaments, the highest level of competition in the arena of high-end lifestyle.

Rolex also sponsors many other top competitions, including another grand slam event, the Australian Open and the Chinese tennis open.

The largest market in Asia is in recent years.

And brand recognition.

The Asian Games as Asia's largest traditional comprehensive events, regardless of the media or the public, has the highest degree of concern. The right to cooperate in such competitions is undoubtedly crucial to brand development in the Asian market.

The seventeenth Asian Games in Inchon opened in September 19th. As the theme of this Asian Games is "Diversity Shines Here", this Asian Games is not only a top sports event focusing on the whole Asia and the whole world, but also a communication and collision between cultural inheritance and innovation.

As the official timing partner of this Asian Games, the famous Swiss watchmaker Tissot provides time and data processing for all 36 events. A total of 222 Tissot timing devices cover all the venues of the Asian Games, accurately record every movement moment and witness every peak time.

Due to the harsh pursuit of precise timing, Tissot has become the timepiece brand for many times to protect the Asian Games.

In addition to this competition, Tissot served as the official timing partner of the 1998 Thailand Bangkok Asian Games, the Busan South Asian Games in 2002 and the Doha Asian Games in Qatar in 2006.

The cooperation between Tissot and the Asian Games has provided an international platform for the brand to display its precise timing quality and data processing ability, and also let more people feel the innovative consciousness of Tissot, and constantly develop the brand spirit of unknown areas and challenges.

Because sports marketing is mainly based on psychological effects, all kinds of benefits can only be achieved through long-term unremitting efforts. It is very difficult to achieve overnight. Therefore, if you insist, whether sponsorship or sponsorship projects should be relatively stable, so as to form a systematic and complete sponsorship brand image.

The Longines table's "special sentiment" for equestrian sports can be called a paragon of sports marketing continuity.

Longines has been involved in equestrian sport for nearly a hundred years, because this sport requires attention, precision and experience. At the same time, this sport conveys a noble and unique style and elegance, which is exactly the same as the essence of Longines's tabulation tradition and tabulating philosophy.

The enthusiasm of Longines watches for equestrian sports can be traced back to 1878, when the Longines watch produced a time stopwatch, with a rider and his horse carved on it.

In 1912, Longines's first cooperation with the international equestrian arena obstacle race opened up the long-term relationship between Longines watch and Equestrian Horse Racing.

Today, Longines watches are more widely involved in various equestrian competitions, including field handicap, equine horse racing and endurance races.

In September this year, the Longines table was named the "Longines watch international Mala field obstacle World Cup China League" naming partners and official timing, and opened the brand's long-term support for the event.

As the highest level equestrian event in China, this competition is sponsored by the International Equestrian Federation (FEI), and is held by the equestrian association of all regions in the cross equestrian arena handicap race.

The event was founded in 1978 and has been held for 35 consecutive years.

In 2011, the event was settled in China and became the most influential official international equestrian event in China.

At the news conference held in September 16th, Mr. Li Li, vice president of China Longines area, said: "we are very honored to be named the partner and official timing of the 2014 China Longines World Cup.

This event perfectly integrates the eternal charm of sport and elegance, which is exactly the same as that of Longines watches.

Committed to China's local competitions

From the last World Cup, except for FIFA, the six most frequently appeared letters were "HUBLOT".

This year's World Cup in Brazil, Yu Bo is still officially designated time.

Now, the world cup has not yet been lit. Yu came to China first and launched cooperation with China's local competitions.

In September 20th, Yu Bao table announced its formal strategic partnership with the "Tang Dynasty Polo Equestrian Club", becoming the official timekeeper and official watch of the club and the "2014 China Polo Open", and released the Chukker Bang Chinese Polo Equestrian Club Limited wrist watch.

Speaking of the cooperation, Louis Bif, general manager of Yu Bao Tai Greater China, said: "the Tang Dynasty Polo equestrian club has achieved great success in just 4 years." Yu Bao table is honored to cooperate with China's top Polo Equestrian Club, and continues to provide precise timing for the club and the highest level Polo Open Competition in China.

We look forward to leading more successful Chinese scholars to enter the Polo Kingdom, to experience and love this very chivalrous movement.

In the fourth Chinese Polo Open Competition of the Tang Dynasty Polo Equestrian Club, as the top polo tournament in Asia, the event has grown into a polo event with international authority and world influence.

Liu Shilai, the founder of the Tang Dynasty Polo Equestrian Club and the first Chinese polo player, said: "I think Polo is not only a luxurious aristocratic sport, but also a life experience from the love of life.

From the just concluded World Cup, we can see that Yu Bao table has a passion for sports and a passion for life. We share the same values and hope to make Polo a new way of life for the Chinese Elite through mutual strength.