Why Are Sponsors So Low-Key?

"Low key, relaxation, degree of freedom.

People familiar with the matter described the Asian Cup marketing strategy of many sponsors of Chinese football.

This low-key performance in public reports, Nike and other Asian Cup business related news is not much, Nike online and offline with the "Asian Cup China" as the theme of publicity and marketing activities are few.

"We have nothing special this time, that is to provide equipment and so on."

Nike (China) Co., Ltd., the relevant person in charge told reporters.

China's performance in this Asian Cup has been somewhat unexpected.

The head of a sports marketing company laughs and says, "everyone is not a saint. We can count on each other. We are all like fans. I never expected the national team to perform so well."

Chinese football is really in the doldrums for too long.

Since 2009, Chinese football has been in a low ebb, and the core brand "Super League" is also running poorly.

One detail can be corroborated: at the end of 2008, each club only got 750 boxes of beer and a printer.

Therefore, when Nike got the sponsorship status of the "Super League" in 2009, people regarded it as a commercial "copy the bottom". At that time, Adidas held the "national football" card, and the two old rivals did not have much to see.

Especially in June 2013, when the national football team lost 1 to 5 in Thailand in a warm-up match, its image fell to a low level.

At the end of last year, Adidas and national football contracts were about to expire, and Nike, the old rival, took the contract.

There is a lot of money surrounding the above cooperation prices, but the people familiar with the matter said that the final choice of Nike is only one aspect, and the final consideration is based on all aspects.

Gao Jiali, chief executive of Adidas Greater China, responded to why he did not renew his contract. "There will always be new negotiations on the day when the contract expires.

Every brand wants its assets to be maintained or increased.

However, it is also important to assess whether a team or player is consistent with the brand.

It is also in line with commercial interests. "

It's okay to miss an Asian Cup marketing. The Chinese football environment is changing and the future is full of opportunities.

First is the importance of high level.

Among the leaders of the country, general secretary Xi Jinping and Premier Li Keqiang were both recognized fans, and they talked about football many times in public.

For example, in July last year, during his visit to Argentina, Xi Jinping specifically mentioned that the Argentina football team won the runner up in the world cup. He said he liked football very much and that "China can organize a World Cup early" is his wish.

Last December, during his visit to Serbia, Li Keqiang met with coaches such as Milau Tinovich, who had coached in China, and said: "we look forward to the fact that Chinese soccer can one day rush out of Asia.

Mr. Milu once did this for us.

In 2002, China appeared on the world cup, and it is the only time.

"Public leaders' public expression of their love and expectation for football has brought us confidence."

This newspaper interviewed three brands of garment brand enterprises to promote the responsible person think so.

Secondly, the change of China's sports industry has also led many related enterprises to see hope.

At the end of last year, the director general of the State Sports General Administration met at the national sports director's meeting.

The sports industry is playing an increasingly important role as a national economic growth point.

Public data show that the whole country in 2013

And related industries total output of 1 trillion and 100 billion yuan, an increase of 11.91% over the same period, the added value of 356 billion 300 million yuan, an increase of 10.82% over the same period, and the added value of GDP increased to 0.63%.

In October last year, the State Council issued several opinions on accelerating the development of sports industry to promote sports consumption. The total scale of China's sports industry in 2025 was more than 5 trillion yuan.

"Whether it is the football industry chain or Chinese football itself, this is a great development opportunity.

Most importantly, the two core issues in the football industry will change. "

Micro innovation CEO white strong expression.

One is the mechanism. The development of Chinese soccer from 1994 to the "four malignant tumors" (gambling, fixing balls, black whistle and young players' changing age) is in trouble. The mechanism has always been the focus of controversy.

The latest information is that the State Sports General Administration will take the reform of the sports management center and the single sports association as a breakthrough to deepen the reform of the sports management system.

The General Administration of sports has formulated a plan to deepen the reform of the sports management system, one of which is to increase the strength of the Chinese Football Association as a pilot project for the comprehensive reform of the individual sports associations, and formulate the implementation suggestions as soon as possible.

In addition, the chief executives of many clubs called for years of "hematopoiesis" in the sustainable development of football industry.

In December 25, 2014, the Ministry of education, the Ministry of physical culture and sports held the national "campus football" regional promotion work focused research conference. The upgraded version of China's "campus football" development plan will be formally implemented in 2015.

The Ministry of education has also issued some positive news: by 2017, we will select about 20 thousand school football characteristics schools and about 30 pilot counties (districts) of campus football in the whole country. Special schools and pilot counties (districts) will have policy support for enrollment and funding.