Rio Olympic Fierce Battle Is In Full Swing, Sports Sponsorship Into The Era Of Arms Race

With the demand for sponsors and the increasing number of areas to sponsor, sponsors face a big risk: they can't get enough attention.

Take the soccer team as an example, the Premiership Manchester United club currently has 21 official sponsorship partners, including official drawing partners, official tire partners and even official noodle supplier, but fans of the team do not know much about it.

Many brands should adopt strategies to expand the coverage of sponsorship and sponsor large numbers of sports or related organizations to win in large numbers.

This has turned Olympic sponsorship into a competition.

There is a genuine arms race between giants.

Nike, the sporting goods giant of the United States, sponsors more than 40 countries' Olympic committees or provides sporting goods support, including long-term cooperation with the United States, Brazil, Kenya and Estonia, and cooperation with sports organizations such as China Athletic Association.

In addition, Nike also sponsored a number of world famous athletes from more than 20 major events, such as Brazil football star Neymar (Neymar), tennis player Serena Williams (Serena Williams) and sprinter Allyson Felix.

Nike refused to disclose the specific amount they invested in the Olympic Games, but their global promotion strategy will undoubtedly become an important driving force for them to achieve the strategic goal of "before 2020, with annual sales volume of 500 billion dollars".

Nike's competitors are not idle. The popular American sports brand Under Armour has chosen several famous athletes as its spokesmen, including the famous American soccer player Kelley O Hara, who has just won the two Wimbledon champion's British tennis player Andy Murray (Murray) and the largest number of Olympic gold medals and swimmer legend Phelps in history.

Under Armour will provide 19 items for 225 Olympic athletes, ranging from archery, basketball to golf and wrestling.

In addition, they have cooperated with seven national sports organizations, including the US gymnastics team, the US boxing team and the Canadian rugby team.

Other brands

Famous athletes are also sponsoring many brands. Taking Phelps as an example, in addition to Under Armour, he also works with Aqua Sphere Sphere, a swimmmaker, to launch MP series bathing suits.

(see the previous report: "farewell to Speedo, Phelps, the famous swimmer of the United States, coming back to speak for the new brand Aqua Sphere")

Lining, a Chinese sports brand, signed a new contract with the India Olympic Committee to provide sportswear and training supplies for them. PEAK signed a sponsorship contract with more than 10 New Zealand, Ukraine, SA, Portugal and Lebanon.