Olympic Games Are Not Only The Arena Of Athletes, But Also The Brand's Rio Adventure.

The Olympic Games are not only the athletes' arena, but also the athletes' arena. brand The rare show, though the Rio Olympic Games were considered "Rio adventure" before the start of the competition, is indeed an adventure for those who want to use the Olympic gold nuggets. In the Olympic Games, "showing face" needs to invest a lot of sponsorship fees. After Olympic Games, gold-plated brands will not be easy to convert into revenue after the games. In fact, the Olympic Games are only the first step of brand nuggets. Later, more cost and marketing are needed to support and excavate.

Carnival of sports brand

Sun Yang won the gold medal in the 200 meter freestyle swimming in the middle of the swimming cap. 361 degrees LOGO with Sun Yang's excited expression appeared again and again in the lens, but in the award link Sun Yang put on another sports brand. Anta The award dress. In this Olympic Games, Anta, as a partner of the Chinese Olympic Committee, provides the award equipment for all Chinese athletes participating in the Olympic Games, that is, Anta dragon clothing. In addition, Anta has sponsored five national sports management centers and 24 national teams, of which 10 have participated in the Rio Olympics.

Sun Yang has been supporting the latter since signing 361 degrees in 2012. At the same time, the 361 degree Olympic Games in Rio also appear in the official support business. Volunteers, technicians and torch relay personnel in all Olympic Games, Paralympic Games and test matches will appear in the Olympic Games related activities in 361 degree costumes. It is reported that more than 106 thousand and 500 uniforms will be provided at 361 degrees.

The Lining brand sponsors the 2016 Olympic Games equipment of China's national table tennis, badminton, shooting and diving teams. At the same time, Lining is also a sponsor of the India delegation of Rio Olympic Games, providing sports clothes and training equipment for the delegation. In the 4 hours of the opening ceremony of the Olympic Games, PEAK has the highest frequency in terms of the number of cooperation advantages. A total of 9 delegations appeared in Mara Khanna wearing PEAK clothing, including Egypt, Slovenia, Iceland and other countries, which also accords with PEAK's style of foreign market.

Hongxing Erke is only cooperating with a Croatia Olympic Committee in this Olympic Games. Jordan sports co operative committee is only one in Uzbekistan. However, sharp eyed viewers will find that Jordan's appearance in the Olympic Games is limited to a Jordan's sports logo modeling pin on the uniform of the Uzbekistan delegation. Compared with the above brands, the brand seems too shy. At present, the branded XTEP, who has not yet appeared, sponsored the 2012 men's 20 kilometer walking race champion of the London Olympic Games, Xie Zhenye, member of the 4 meter 100 meter relay team.

Gold behind the event

Apart from the fact that sports brands naturally follow the appearance of athletes, Chinese brands can also be seen everywhere in Rio Olympics. Because of the weather problems in Rio in Brazil, air conditioning manufacturers have been particularly active in this year's participation, including GREE, Midea and CHIGO, the three largest air conditioners in China. Among them, GREE has won 15 venues, and has entered 100% Olympic venues and supporting projects with its own brand. It belongs to the official supplier level of the Rio Olympic Games.

Not only is GREE, but the central air conditioning winning bid in the United States also shows that the central air conditioners in many venues are Carrier air conditioners, while Carrier air conditioning is a joint venture between the United States and Carrier. In addition, Chigo Air conditioning also said that the Rio Olympic Games were awarded, and 20 thousand sets of split air conditioners will be settled in Rio Olympic village. However, these air conditioners are not independent brands, but CHIGO as air conditioning producers for other brands of air conditioners.

The official badges and mascots of the Rio Olympic Games are also produced by a Chinese company. At present, the Olympic souvenirs marked with "Huajiang" have appeared at the official Olympic Games store in Rio. In the Olympic Games, athletes will use sports equipment produced by Chinese enterprises. For example, in volleyball match, the equipment such as volleyball net pillar and referee chair is produced by Jinling sports. The barbell piece of weightlifting is produced by Hebei Botou Zhang Kong barbell company. It is reported that the above products have broken the monopoly of foreign sports equipment brands on volleyball and weightlifting competitions. In the most obscure corners, there are also Chinese brands, such as suitcases and bacteriostatic bags. Hangzhou Zhen Yuan Technology "Justreal" has become the official suitcase of the Olympic Games Chinese Olympic delegation and supplier of bacteriostatic and thermal insulation products.

The broadcasting rights of each Olympic Games have been monopolised by CCTV and its CNTV, and then distributed to other media platforms. It is reported that the price of CCTV's new media broadcast rights is 100 million yuan. At the new media level this year, only Tencent and Alibaba have won the broadcasting rights of the Olympic Games, and Tencent and Ali are all entitled to "30 minutes' delay". Tencent announced Tencent news, Tencent sports and other mobile information matrix and video broadcast platform broadcast; Ali sports claimed that CCTV-1, CCTV-5, CCTV5+ broadcast competition copyright, on Youku platform presented.

Some start-up Internet Co are also catching up with Olympic Dongfeng. WiFi master key claims that it has access to over 1 million 470 thousand free WiFi hotspots throughout Brazil.

Gambling outside the stadium

Even if it did not appear at the Olympic Games, the name of the program would be expensive. Take Guangming as an example, the price list of the medal list is 78 million yuan, the exclusive name of the medal list is finally won by 137 million yuan. It is understood that Rio Olympic sponsorship level from high to low can be divided into five levels: global partners, official sponsors, official support providers, official suppliers and (non official) suppliers.

The International Olympic Committee global partnership program, the TOP program, is a cycle of every four years, including a Winter Olympic Games and a summer Olympic Games. Each phase selects 8-12 enterprises worldwide, and each enterprise is the only sponsor in its industry. International Olympic Committee has not officially announced the entry threshold and specific price of the TOP plan. According to the 2015 market brochure announced by International Olympic Committee, there were 11 sponsors of TOP in London in 2012, with a sponsorship income of $950 million, with an average sponsorship fee of $86 million 360 thousand. The benchmark price for supplier sponsorship in 2008 Beijing Olympic Games is 41 million yuan for exclusive suppliers and 16 million yuan for ordinary suppliers. But this is only the "access price", the actual price is higher than the "benchmark price".

For sports brands, the selection of sponsoring national teams and players is also an interest trade-off. In 2009, when Anta became a partner of the Chinese Olympic Committee, the four year's rights and interests were packaged as a whole, champion, gold medals, national flag and Olympic rings. Anta's brand awareness has been promoted. However, Anta has never disclosed how much it has invested. From the four teams sponsored by Li Ning Co, table tennis, badminton, shooting and diving are China's leading events and gold medals.

However, not all sponsors can get noticeable attention. The most typical case is the 2008 Olympic Games in Beijing. At the level of Olympic partners, Adidas squeezed the local brand Lining out of the door for 80 million dollars. But as a well-known national athlete, Lining himself appeared at the opening scene of the ignition. A survey conducted by CCTV market research company CTR later showed that in the sports apparel industry, up to 37.4% of the respondents thought that Lining was the Olympic sponsor of the Beijing Olympic Games, while the true Olympic sponsor Adidas had a cognitive rate of only 22.8%.

For Olympic sponsors, the Olympic Games are a rare international stage and exposure opportunities. According to statistics, all the events of the 2004 Athens Olympic Games attracted 3 billion 900 million viewers worldwide. In August 8, 2008, about 1 billion people, 15% of the world's population, watched the opening ceremony of the Beijing Olympic Games.

After the Olympic Games, the Olympic marketing of the brand has just begun. The industry generally believes that the late marketing and marketing activities also need 3-4 times of financial support, or even more. It is rumoured that the sponsorship fee of Korean Samsung Corp when it became the fifth phase (2001-2004) TOP sponsor was about 60 million dollars, but in 2001 alone, it spent about 200 million dollars on brand promotion. Lenovo spent $65 million in cash and equipment and services to win the TOP sponsorship of the 2008 Beijing Summer Olympic Games and the 2006 Turin Winter Olympics. Later, Lenovo launched a series of marketing activities around the Olympic Games, investing hundreds of millions of dollars before and after.