Which National Brands Have Won The First Battle Of The Olympic Marketing War?

On the morning of August 6th Beijing time, the opening ceremony of the 2016 Rio De Janeiro Olympic Games was held in Rio De Janeiro, Brazil's "angel city". The four annual Olympic event is unveiled from the Malaya stadium, which can accommodate nearly eighty thousand spectators.

As the most comprehensive comprehensive games on earth, the Olympic Games have always been the arena of brand marketing as well as the arena for athletes. The most important sports equipment in the field of sports is to take the lead in the stage.

Over the years, the Chinese national sports brand is a very powerful force in the global sports marketing market. In the opening ceremony of the Olympic Games, which national brands have won the first battle of the Olympic marketing war?

　 　 361 degrees Official name

In October 2014, 361 degrees officially signed with Rio organising committee to become an official supplier of Rio Olympic Games. Volunteers, technicians and torch relay men will wear 361 degrees in the Olympic Games, Paralympic Games and test competitions.

Swear the referee wears a 361 degree sportswear.

The identity of the official partner gave 361 degrees at the opening ceremony. At the swearing in ceremony, Martinio Nobre, the track and field referee (Martinho Nobre), wore a blue tone 361 degree official referee suit and a khaki 361 degree trousers. He was solemnly sworn before the flag of the rings. A 20 second lens close-up makes the 361 degree sponsorship worth the fare.

In addition, 361 degrees were also highlighted several times during the delegation's entry ceremony. Both the Greek delegation and the South African delegation wore a 361 degree logo. The choice of the two delegations is very mysterious. Greece is the birthplace of the Olympic Games and enjoys the honor of taking the lead in every Olympic Games. That means 361 degrees became the first clothing brand to appear on the opening ceremony. South Africa also appeared at the very early stage of the delegation. According to the arrangement of the organizing committee, delegations entered the Portuguese name according to their arrangement, and South Africa (frica do Sul) ranked third.

Greek delegation headed by 361 degree sponsorship

It is noted that the entry ceremony of the delegation is very long. In accordance with the habits of the general audience, they mainly focus on their own delegations, some sports power delegations and host delegations. Other delegations are not concerned about it. They may temporarily shift their attention from live broadcast. But they still have a great chance to watch the beginning of the delegation's entrance ceremony along with the appreciation of the inertia of artistic performances. Before the stage, three of the delegations received 361 degrees to sponsor two brands, and the actual effect of the brand was assured.

　　 Peak Human sea tactics

In the Olympic Games, PEAK signed the rights and interests of the 12 Olympic committees, and the number of cooperative Olympic Committees ranked third among the brands. From the opening ceremony of four hours, PEAK is the most frequent sports brand, a total of 9 delegations dressed in PEAK costumes appeared in Mara Khanna.

At the opening ceremony, Ukraine was the last admission delegation with the brand name of the obvious Chinese sports brand.

However, as mentioned above, the delegation's entry ceremony is too long and the attention of the general audience will not be concentrated. Therefore, some of the delegations sponsored by PEAK may not be able to stay in the view of more viewers.

However, human sea tactics will eventually have advantages. The exposure of PEAK basically covered the whole process. The Algeria delegation from the early stage came to the Ukraine delegation close to the end of the show. They were all PEAK partners. Egypt, Slovenia, Iceland and other delegations appeared in the middle of the entrance. This helps to ensure that the majority of the audience can see at least one appearance of the PEAK delegation.

He also wears a suit and enters the field. The opening ceremony of the Romania delegation has no PEAK logo.

It is worth mentioning that although three delegations were sponsored by PEAK, they chose to wear unmarked suits at the opening ceremony. They are the Jordanian delegation, the Palestinian delegation and the Romania delegation. If the three companies wear PEAK clothing, the latter will be more obvious.

　　 Erke Eye-catching single seedling

Hongxing Erke is only cooperating with a Croatia Olympic Committee in this Olympic Games. It is not too early for Croatia to enter. It is likely to be in the blind spot of most viewers. But if the main marketing target is Chinese audiences, Hongxing Erke's choice of cooperation with Croatia is still a mystery.

The delegation of Croatia arrived later than the Chinese delegation. It was less than ten minutes from each other. When the Chinese audience saw the heroes in their hearts, their mood would be more inspiring and the inertia of watching continued. And the admission time in Croatia is very likely to be within the scope of this inertial watch.

The Croatia delegation's uniformed personality is distinctive.

In addition, a symbolic clothing element of the Croatia sports team is "grid style". Most sports fans know that this is the representative team from Croatia whenever they see a neat grid pattern. Hongxing Erke may want to make his brand easier to attract attention through such a highly recognizable delegation.

But after all, it is only a single seedling. The exposure of Hongxing Erke in the opening ceremony of the Rio Olympic Games must be significantly different from the two mentioned earlier.

Jordan Sports: eye test

If it weren't for the "political mission" to see the delegation's entrance ceremony, the audience would find it difficult to find Jordan's sports. Like Hongxing Erke, Jordan sports co operative committee is only one - Uzbekistan. Uzbekistan's entry order is just the last tenth, waiting to see the hosts and the audience of the main torch lighting ceremony. They should stay in front of the screen ahead of time, and then just witness the admission of the Central Asian delegation.

But this has nothing to do with Jordan sports. People in Uzbekistan wear suits and have no sportswear elements.

Even through news pictures, it is difficult to find Jordan's sports elements on the Uzbekistan delegation's uniform.

Only a Chinese audience who knows more about national brands is likely to catch Jordan's sports passing by: a Jordan sports logo pin is on the lapel of the flag bearer and Bakhodir Jalolov of the delegation.

If you look at it again, the front players will wear similar pins, but not all players will wear them together.

A fingernail size pin is the full exposure of Jordan sports opening ceremony in Rio Olympic Games.

A list of Chinese sports brands at the opening ceremony of the Rio Olympic Games in 2016

Summary of war situation

To sum up, it is not hard to see that in the marketing campaign of this Olympic Games, 361 degrees and PEAK took the lead.

However, the sponsorship targets of sports brands include sponsoring delegations, sponsoring a specific sports team and sponsoring a sports star. The layout of different brands is different. The opening ceremony is just one of the battlefields.

Some brands that have not yet appeared in the opening ceremony will strive to become the protagonists in the next two weeks. For example, Anta, the exclusive sponsor of the Chinese sports delegation Champion Award dress, sponsors the 2012 London Olympic Games men's 20 km race walking champion Chen Ding, and the 4 - 100 meter men relay team member Xie Zhenye's XTEP.

The national brand is in the overall layout, and the foreign sports brand is also making full preparations for this marketing hard battle. Apart from seeing the two major brands of Nike and Adidas, we also witnessed the upstart of Andemar (Panama delegation) and new blun (Ireland).