2016 Sports Year: How Do Sports Brands Go All The Way?

2016 the sports year is coming!

This year, there are

Rio Olympic Games, football European Cup and Copa America and other major international events, this year, Hisense became the top European Cup.

Wanda became the top sponsor of FIFA, and HUAWEI signed the famous star Messi.

This year, no matter the athletic athletes on the field, it is also a new year in the eyes of sports marketing personages.

It is such a sports year, but also for brand enterprises.

To enhance the visibility and reputation of enterprises and seize the domestic and international market, it provides the best arena for competition.

Marketing people are also surging underfoot, aiming at opportunities to sharpen their heads, hoping to play chess together.

The Rio Olympic Games will be unveiled in August 5th this year. This is the four year sports event with a global focus. Quanzhou's sports brands do not want to miss out. They have launched the Olympic strategy in an attempt to boost their performance by taking advantage of the Olympic Games.

In addition to Anta's sponsorship of the Chinese delegation's award dress, the other brands such as PEAK also sponsor other countries' delegations and athletes in the Rio Olympic Games.

Spring enterprises open Olympic marketing strategy

In March 29th this year, CCTV held the Olympic advertising resource briefing in Xiamen, mainly promoting the second batch of Olympic products of CCTV, mostly for packaged products.

The event invited the representatives of Quanzhou brand such as Li Lang, Hongxing Erke, Qipai, Anta, Jin Ba, pan pan and Dali yuan.

It is reported that CCTV launched the product price is not bad.

Reporters read the gold advertising resources launched during the Olympic Games, found that the opening and closing ceremony of a 15 second hard broad price as high as 4 million 900 thousand yuan, an average of 320 thousand per second, it can be described as "inch second inch gold."

The exclusive naming price of the "Rio Rio" is also 126 million yuan.

However, some enterprises are still eager to try. It is understood that the cooperation scheme between China, Anta and PEAK has been discussed during the Olympic Games.

Among them, Anta will make use of CCTV in the Olympic Games to create "mass professional sporting goods" brand positioning, make good use of the Chinese Olympic Committee's partner, or continue to highlight the sponsorship of the award dress "dragon clothing" elements.

According to the analysis of the industry, the positive energy image, high exposure and humanity of the Olympic Games are great opportunities for brand recognition, recognition and association. The brand exposure in the Olympic Games for a long time will help to cultivate consumers' trust and loyalty.

Ding Shizhong, chairman of Anta's board of directors, also said that all marketing is a process of brand precipitation rather than overnight.

The Olympic Games are known as the crown jewels of large sporting events, with almost no eye absorption.

Take the 2012 London Olympic Games as an example, 220 countries in the world have been televised, at least 3 billion 600 million people have watched the Olympic Games on television. At the same time, 190 websites of regular sports events have been rebroadcast, and 2 billion 400 million have been watched through the Internet.

Nevertheless, the enthusiasm of most springs enterprises is still not high. Pan Hongyuan, Secretary General of the footwear industry association of Fujian Province, said that the scale of publicity and investment in this year's Olympic Games is expected to be the same as that of the previous Olympic Games. On the one hand, because of the economic downturn, the brand's investment in marketing is more rational. On the other hand, the promotion of Olympic marketing to sales is not obvious.

According to Bloomberg's analysis of Nike, Adidas, Andemar and other major sports equipment brands and company's quarterly revenue over the past decade, the growth of these brands in the 2004, 2008 and 2012 Olympic Games is indeed higher than other years, but the advantages are not large.

Statistics show that the average annual sales increase of sports brand is 10.6%.

Fashion sponsorship is the mainstream

As a partner of the Chinese Olympic Committee, Anta's sponsorship of the Chinese sports delegation will be seen again at the Rio Olympic Games.

According to the relevant staff of Anta brand department, Anta will continue the dragon's elements this year, reflecting the spirit of the Chinese nation's self-improvement and bravery. Although the dragon clothing has not yet been officially released, it is foreseeable that the gold medal will be displayed in the golden moment of the Chinese sports delegation and the moment of glory on the highest podium.

In addition, Anta's gymnastics team, boxing Taekwondo team, water sports management center will also wear Anta sports equipment, competing for the honor of the country.

In the 2015 annual performance report, 360 degrees indicated that 2016 is a sports year. As the official partner of Rio Olympic Games in 2016, the Olympic strategy has been fully launched.

It is reported that in 2014, 31st degree signed sponsorship agreement with the Olympic Organizing Committee in 2016 and became the official sponsor of the 2016 Summer Olympic Games and Paralympic Games.

According to the agreement, 360 degrees will provide clothing, shoes and accessories for all torchbearers, volunteers, technicians and other administrative personnel, and has gained relevant marketing rights.

On the 31st level, the sponsorship of the 2016 Rio De Janeiro Olympic Games will further expand its brand awareness and become a part of its brand promotion activities when it enters the Latin American and US market.

Unlike Anta, PEAK and other sports brands in Quanzhou, 360 degrees is the only sports brand that has consistently sponsored international comprehensive sports events in recent years, including the 2010 Guangzhou Asian Games, the Nanjing Youth Olympic Games in 2014 and the Inchon Asian Games in 2014.

Through a series of sponsorship activities, 331 degree has a certain reputation abroad, and is also one of the important strategic layout of the overseas market.

360 degrees also indicated that the 31st degree Olympic Games in the Rio Olympics will continue to contribute to the overall strength of the overseas market.

PEAK also hopes for the Olympic Games. PEAK will realize the brand exposure through sponsoring sports delegations, national teams and athletes, so as to achieve a strong publicity.

Liu Xiang, director of PEAK brand management center, said that the Olympic Games will include athletes from more than 10 countries including New Zealand, Ukraine and Cyprus. They will appear in PEAK sponsored costumes. PEAK sponsored NBA star Howard will also appear in the American basketball dream team wearing the PEAK boots, and the Serbia national basketball team sponsored by the PEAK is also a popular team in the Olympic basketball games, which will further enhance the popularity of PEAK.

Deep ploughing overseas markets

As a global event, Quanzhou sports brand behind the Olympic marketing, the deep layout of the ambition of overseas.

PEAK, 31st degree and so on all regard the Olympic Games as an important part of overseas strategy.

PEAK CEO Xu Zhihua said he would sign 10 National Olympic committees before the Rio Olympics, and PEAK signed 7 National Olympic committees at the end of last year.

The cooperation between PEAK and the Olympic Committees of various countries is followed by dealers spreading around the world.

During the last London Olympic Games, PEAK attracted the largest sporting goods supermarket chain Intersport in Europe as its distributor. During the Olympic Games, the sales revenue of PEAK in the sponsored country increased by 3 times compared to the same period last year, and the Olympic effect was remarkable.

According to Liu Xiang, director of PEAK brand management center, PEAK will launch the Olympic Series in the second and third quarters of this year. In the PEAK stores sponsored by the Olympic Committee and basketball teams, the same kind of PEAK sponsorship sportswear worn by their athletes can be seen.

At present, PEAK has covered more than 80 countries and regions in the world. Last year, overseas markets contributed 670 million of PEAK's sales to PEAK, accounting for 21.6% of PEAK's total annual revenue.

Sustained and strong brand exposure has attracted a large number of international distributors to take the initiative to discuss cooperation. It is expected that more than 100 countries and regions will open PEAK stores and counters this year.

The South American market in Rio Olympics will also become the focus of Quanzhou sports brand development this year.

In the global strategic layout of PEAK, the proportion of South America is relatively small. Liu Xiang said that the Olympic Games will effectively boost sales growth in the region.

It is understood that due to the large number of South American countries, PEAK will expand the number of dealers in South America this year.

Brazil is one of the main overseas markets of 31st degree. Since 2014, it has been engaged in overseas sales business. Apart from setting up sales outlets in many countries in the Middle East, South America and Southeast Asia, Brazil and the United States have become the first market, and the sale of 360 degrees in 415 stores in Brazil.

As early as 2014, when signing up as a sponsor of the Rio Olympic Committee, 360 degrees had invested about 90 million yuan to enter the Brazil market officially, and 10 representative offices and supporting warehouses were set up in Brazil.

In the annual report of last year, 360 degrees indicated that China will take full advantage of the Olympic Games to open up overseas markets.