Sports Brands In Olympic Games, Who Are The Winners Of Olympic Marketing?

The Olympic Games are the biggest sports festival this summer, which is a good opportunity for sports brand dealers to sell.

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And so on, both the industry leader and the rising star have joined the marketing war.

Nike, as always, spends a lot of money on Olympic sponsorship. Unlike previous Olympic Games, Nike can only play the "edge ball". Nike is the official supplier of Rio Olympic Games. This means that Nike can use Olympic related words and icons for marketing, which is more operable.

But so far, Nike's return on marketing has not been fully reflected.

After the Olympic week ended, Nike's shares rose 1%, behind Under Armour's 2.3% and Adidas's 5.9%.

Ralph Lauren, the US delegation that sponsors the Olympic Games with Nike, has risen 12% in the same period.

You know, during the 2012 London Olympics, Nike's brand attention exceeded that of the Olympic official sponsor Adidas. Many consumers thought Nike was the sponsor of the London Olympic Games.

The failure of athletes loses publicity.

The biggest reward of the brand sponsorship games is the ability to display the brand and LOGO on TV and Internet media. This is the biggest opportunity to display besides the new product launch.

Especially when athletes wear brand clothing for a gold medal or other reasons are widely reported and commented by the media, brand exposure opportunities will be greatly increased.

Rio Olympic Games, the most eye-catching athletes than Phelps and Boulter.

Phelps won five gold medals this time, and the total number of Olympic gold medals has reached 23. This result is unique in Olympic history. Besides, he used cupping therapy to fire all over the international social media. Phelps's attention and reports are hard for other athletes to surpass. This has brought considerable benefits to the sponsor Under Armour.

Boulter is the focus of the second half track and field competition. In the 100 meter dash race, Boulter was as fast as he used to be and the last 20 meters reversed to win the gold medal.

The star athlete also won the exposure to "old club" PUMA.

Compared with Nike, this is obviously insufficient.

Although there are many top athletes in the world, including James and Nadal, none of Nike is very prominent in Rio Olympic Games.

James did not take part in the Olympic Games, and the most promising Nadal and Williams went out early, which gave a big discount to Nike's publicity.

What Olympic marketing did Nike do?

In addition to sponsorship, Nike also released related promotional videos in conjunction with this year's marketing theme.

Since May 28th, Nike has released training videos for athletes, including Su Bingtian, Mo Farah and so on.

On the eve of the Olympic Games, Nike released an advertisement with 20 babies. It is also an ordinary person who expresses his attitude. If you move now, you will achieve greatness.

In addition to voice on the network platform, Nike also moved marketing activities to the offline.

From August 5th to 21, Nike launched a series of free training activities in Rio, Shanghai and other cities, including Nike+ Run Club running training, Nike+ Training Club fitness course, Nike Rise Academy basketball training camp, etc.

In promoting the event, Nike also launched a new promotional page advertisement on WeChat's new circle of friends, which only received 6 brands.

Through the long video, Nike tells the brand's "sportsmanship" sports spirit. At the same time, the long page also shows the image of the athletes, the tail page skips to the activity page, and drives more users to take part in the offline activities and participate in sports.

From this year's marketing activities, Nike's marketing point has been put to let ordinary people participate more in sports. During the Olympic Games, promotional films and offline activities have experienced a bit of this.

Perhaps the poor sales volume is only a temporary drop after Nike adjusted its marketing direction.