Why Is Adidas Aiming At The Competition Industry?

The global competition industry is becoming more and more popular, and its development momentum even overshadowed many traditional sports events. In this case, many sponsors have also played the idea of competition. After all, the large audience of electronic competition really has a strong marketing value. Sporting goods and electric games seem to be the two things that wind and horses don't match. Adidas But the combination of the two is possible.

A few days ago, the French electric club Team Vitality announced a sponsorship agreement with Adidas. The team official issued a statement: we are very pleased to work with Adidas. This is a proof that we are at the forefront of our competitors. Adidas is a tradition. Sports brand One of the leaders is another recognition of traditional sports to E-sports. E-sports is expanding its field in all respects, and this cooperation confirms this trend.

According to the world clothing shoes and hats net, the club's Heroes alliance, lookout pioneer, hearth legend, FIFA and mission call branch will be sponsored. Team Vitality's League of heroic clubs was in the middle LCS level last year at EU LCS (the League of Champions League top European professional competitions). Although they avoided downgrading, they did not qualify for the S6 finals. So the club reorganized in the off-season and introduced two foreign aid from Korea. Now they are facing the upcoming 2017 spring competition.

Generally speaking, most of the sponsors of professional electric club and competition are mainly brand of game surrounding or functional drinks, such as Sprite, Lenovo and Intel are all sponsors of LPL. Specifically, the sponsors of the Team Vitality club can basically relate to the competition, such as HP Omen notebook, game peripherals maker Sai Rui, Microsoft's XBOX ONE, video sharing website DailyMotion and so on. The entry of Adidas naturally enhanced the competition industry and brought the competition closer to traditional sports.

Prior to this, Adidas has shown concern about the field of electronic competition. Last month, Rekkles, the core member of the European competition Fnatic team, became the focus of Adidas's attention. The German sporting goods giant will be the latest. fashion Sports series Z.N.E sportswear is presented to Rekkles. Although this is not a strictly meaningful endorsement, it is obvious that Adidas wants to publicize the product through its influence.

Football, basketball and other sports stars endorse sports brand is no longer common. It is rare for a competitive star to get such treatment. Adidas also pioneered the sports brand. Adidas spent a lot of efforts to promote the Z.N.E series last year. It used almost all its spokesmen to advertise its products, and the effect is remarkable. This deep competition circle must have taken a fancy to the huge audience in this field, so as to develop new users outside the traditional sports field.

NewZoo, a market research firm, has been very concerned about the development of the electric industry in recent years. According to the latest competition report released by the agency, the number of spectators is expected to reach 200 million in 2019, and the income from the competition industry will reach 1 billion 100 million dollars. Although the commercial value of electric games has not yet been fully developed, partners mostly focus on the media and game hardware peripheral brands, but there is a trend that is worth noting. Many professional basketball clubs, communication companies and fast food brands have begun to layout the electric business. This kind of cross industry relationship is produced by two considerations. One is the interoperability between industries. For example, some electric games require the prototype of professional football or basketball matches, and the other is complementary between users.

Newzoo's survey of 16 countries and regions last year found that the awareness of E-sports among gamers has increased from 53.7 percentage points in 2015 to 65.7 percentage points in 2016. Not only that, the company also increased the number of E-sports enthusiasts it surveyed from 131 million to 148 million.

E-sports is one of the hottest subdivision areas in the cultural and sports industry. The traditional PC based electric competition has exported a lot of high value events, contents and stars in recent years, affecting hundreds of millions of users.

The global E-sports market report 2016 pointed out that last year, global E-sports revenue reached $325 million, and the e-sports market increased by 43% to 463 million US dollars in 2016. China and South Korea accounted for 23% of the global E-sports revenue, which is expected to reach US $106 million. From the development level of mobile games, the trend of competition is irreversible. With the glory of the king, the cross fire line: the gunfire king, the tribal conflict: the Royal war and the nationwide gun battle, the rapid outbreak of mobile phone competition products indicates the arrival of the era of mobile electric competition.

The game began in 2014, and in the past two years it became more and more popular. In Germany, Wolfsburg, England, West Ham, Manchester City and Lisbon, Portugal bought the competition team. At the end of August last year, Celtic forward Jonas Jerebko bought the Renegades team from the famous LOL commentary Monte Cristo; at the end of September, the 76 people in Philadelphia bought the two teams of Dignitas and Apex, and became the first four professional sports league in North America to acquire professional football teams. After a day, the famous professional electric competition team TeamLiquid was also bought by the consortium of traditional sports celebrities. The new wave of investment from these traditional clubs proved that they could not ignore the emerging competition industry. Traditional sports industry pairs

9 million 600 thousand of the 80 million basketball spectators in the United States also watch the competition. As O'neal and other basketball stars have invested in the competition industry, maybe more basketball spectators will become fans in the future. This trend has also accelerated the pace of the traditional sports clubs to enter the competition industry. Today, a large electric competition may attract 40 thousand people to watch the games on site, and tens of millions of people watch the live webcast. If the audience size of a single match is measured, the market is even bigger than basketball.

In 2016, Adidas's strong recovery in the world's major markets was closely related to its flagship strategy. The competition is precisely the movement of young people. For Adidas, this is a very characteristic user group. The reason why ESPN is so popular is that the game industry has what traditional sports want most: youth, globalization, digitalization and diversity. According to the Newzoo survey, 22% of the 21-35 year old men in the United States often watch the competition, which is roughly the same as baseball and ice hockey.

Now Adidas has tasted the sweetness of fashion products to the brand, but how long it can last is really worth considering. So the most reliable way is to combine with IP. In fact, the industrial chain of electric competition is not very different from traditional sports. The main income mainly comes from sponsorship, tickets, media copyright and surrounding commodities. Adidas can only participate in the surrounding products. Will sports fans be complemented by the theme of electric competition? Will they be able to buy fans? Maybe they can try.

Adidas has become the first "crab eating person" in the industry. Will this lead to a movement of brand entry competition? It is hard to conclude. After all, Adidas has only sponsored a club, and has not yet formed a scale. Is there any deeper strategy? So is Nike, Puma and other sports brands moving to the fashion become heartbeat?

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