China And Adidas Face Separation In The Past 30 Years

Mention the China team.

Adidas seems to be a natural choice. Since 1980s, ADI has started working with the Chinese national team. At that time, even the Chinese Football Association was not an independent working department.

30, in the past few years, ADI has been closely associated with the image of the Chinese football team. Although there have been rumors that the two sides may not renew their contracts at the time of the expiration of the contracts, the cooperation between the two sides has always been like this year and is really facing the end of breaking up.

The sponsorship contract between ADI and China was signed in accordance with the world cup cycle. The last renewal was in 2010, when Adidas sponsored the Chinese team more than one hundred million yuan per year, sponsoring all the national football teams of the Chinese Football Association.

According to the timetable, this year is the contract year between the Chinese Football Association and ADI. As early as two years ago, ADI had spoken the price to the Football Association.

But the result is very unsatisfactory, because Adidas hopes to reduce the sponsorship amount to China's team. According to the Football Association's idea, this figure should have increased somewhat, the difference between the two sides is not small.

The reason why the company proposed to reduce the sponsorship amount is not entirely without reason. A direct reason is the 2011 Football Association's replacement of Camacho.

As a sponsor, Adidas is not in favor of changing the team before the 20 finals, but their views have not been heard by the Football Association.

The result of hasty change is that the Chinese team had already left the world cup ahead of time in November 2011.

For Adidas, the most important thing to sponsor the Chinese national team is that they can provide a better brand publicity opportunity in the world preliminaries competition.

In 2004 and 2008, the Chinese team missed the 10 strong match for the two time. It could be said that it was the reason for strength, but in 2011 it was entirely due to the mistakes made by the Football Association.

After the early exit of the Chinese team, the new sponsorship contract signed by Adidas just passed a year. In the next three years, after the payment of the high sponsorship fee, the Chinese national team can only play a few warm-up matches to support the facade, which obviously can not return the huge sponsorship provided by ADI.

This is also the most important reason why Adidas proposed the reduction of sponsorship amount when quoted to the Football Association.

Adidas's high level changes in China are also one of the reasons.

The new president of Adidas China is from Malaysia. His interest in football is not very big.

At the same time, the sales of China's team uniform and other products were not good, which also led Adidas's top Chinese government to decide to cut the sponsorship budget.

On the other hand, ADI has successfully won united team patronage this year, which is a good market for China's sales in the next few years, which has also reduced the attractiveness of the Chinese team to ADI.

Adidas, who has worked with the Chinese team for over thirty years, has developed an aesthetic fatigue. It does not mean that other brands are not interested in the Chinese team.

After learning that the negotiations between ADI and China's team were not smooth, Nike's natural rival, ADI's biggest competitor in the world, followed suit. However, at the beginning, the Chinese Football Association did not want to target Nike's cooperation.

Because the Chinese Super League has been fully sponsored by Nike, and the contract will not be finished until 2018. The Chinese Football Association does not want to put all its eggs in one basket.

There have also been domestic brands interested in sponsorship countries, and 360 degrees have offered quotations to the Football Association, and their quotations exceed those of ADI and Nike.

However, taking into account the value of the brand, the football association suggests that if the sponsorship is domestic brand, the amount will be greatly increased.

After sponsoring many large projects such as the Asian Games, it finally abandoned the Chinese team's project.

At present, the most promising from

The China team is still the Nike company.

Just last week, the Chinese Football Association has just had the latest round of negotiations with Nike.

The advantage of Nike lies in the offer. The overall offer they offer is slightly higher than the amount of China's team sponsored by ADI.

For Nike, if we take over the Chinese team at this time, the biggest challenge will undoubtedly be time.

China will compete in the Asian Cup in January next year, and China will leave for Australia in December 28th.

If Nike really becomes the new sponsor of the Chinese team, it means they have to prepare the full set of China team equipment in less than two months.

Even for international brands, such time is too tight.

In particular, as a new sponsor, Nike will have to face a comparison with the former sponsor, Adidas, which requires them to start early.

Because of the time constraints, the Chinese Football Association must finalize the sponsorship contract in early November, so that if we change the sponsor's situation, we must try to set aside more time for new sponsors.

After all, the China Football Association does not want the Chinese team to be short of equipment.

Because there is more than 30 years of cooperation with Adidas, the Chinese Football Association is still awaiting the final offer of ADI, hoping that they can give a quotation that meets the China team's identity at the last minute.

For ADI, if abandoning the Chinese team's project is actually a very risky decision.

The packaging contract between Nike and China super star has just started the second 5 year cycle this year, and it will not expire until the end of 2018.

If we lose the Chinese team, at least until 2018, Adidas will not have any football sponsorship projects in China, which is a big challenge for Adidas, which is based on soccer products.

Will Adidas terminate its thirty years of cooperation with China? The case is "Nothing isimpossible"?

What does Nike think of the China team's project? The answer is "Just do it.".