National Football Failed To Perform "Miracle". Why Is Nike So Low-Key?

In Brisbane, more than 8000 kilometers away from Beijing, the national football team failed to perform a miracle to defeat the host Australia.

But the Asian Cup performance is still beyond expectations, compared with the media and fans, the team sponsors.

But it seemed very calm.

Nike Sina official micro-blog, which has 300 thousand fans, was last updated in December 12, 2014.

The background picture of micro-blog is about Li Na's "do it as a bird" - Li Na has retired.

The two Nike WeChat public numbers in January 22nd were also unrelated to football.

This is somewhat surprising.

This sporting goods company from the United States is an excellent advertising player. It has performed well in the sports events such as Liu Xiang's retirement, Li Na's win and Olympic Games, among which Liu Xiang's retreat has become a classic case of social communication.

But in the three consecutive victories and the key battle with Australia, Nike did not act on its new sponsorship.

During the Asian Cup, Nike released the home court jerseys of the 2015 Super League teams.

In response, Nike officials did not respond.

A Nike employee told an interface reporter that Nike might be poorly prepared for the good performance of the national football team.

There may be dozens of marketing schemes for Li Na and Liu Xiang in the past, but Nike has never had enough time to make enough preparations for its disappointing achievements. It was only in January 5th that Nike sponsored the national football team and started the Asian Cup in 9.

Nike just got the national foot.

Shi Binglan, vice president of Nike group and general manager of Nike Greater China, said: "we feel very honored to cooperate with the Chinese Football Association and become a partner of the Chinese team. This is a particularly important moment for Nike's football business and Nike's development in China.

We will provide every athlete with the innovative products they need, and help them perform better on the pitch. "

The reasons for the lack of interest in this sponsorship were expressed in the dissolution of the national football agreement, although the performance of the national football team may be somewhat beyond their judgement.

"There will always be a deadline for contracts, and there will always be new negotiations.

Every brand wants its assets to be maintained or increased.

However, it is also important to assess whether a team or player is in line with the brand, and the sponsorship agreement is also in line with commercial interests. "

Gao Jiali, executive director of Adidas Greater China, told the interface news.

In sponsorship for more than 30 years, the national football team did not perform well, only scored one world cup, and the negative news continued.

So when the price of football clothes rose, Adidas turned to youth football.

Lack of preparation seems to be unable to explain Nike's behavior of "low price contract" to bet on the country's foot but also low-key in the limelight of the 1 billion.

During the three consecutive victories of the national football cup, various capital forces from China are eager to express their support for Chinese football.

Wang Jianlin, chairman of Wanda Group, acquired a 20% stake in the Spanish Liga team with 45 million euros (about 324 million yuan). Wansheng joined forces to acquire 98% shares of Hague in 8 million euros (about 57 million 590 thousand yuan).

In addition, Ma and Xu Jiayin controlled the club, Hengda signed a strong foreign aid at a continuous high price: 15 million euros (about 108 million yuan) to introduce the high and 11 million euros (about 79 million 190 thousand yuan) to introduce Alan.

"Since we have spent so much money on sponsoring the national football team, we also do not understand Nike's performance."

One industry insider told the interface reporter.

Nike's performance has left us a mystery as the national football team has finished its Asian Cup.