The Campaign History Of Sports Brand In NBA Alliance

The core of sports marketing lies in the event IP. The final marketing effect is closely related to the influence of the IP and the commercial value.

A good event IP is actually a good marketing resource, and NBA is undoubtedly such a resource.

The NBA alliance led by Xiao Hua will not let go of any opportunity to increase its value. No matter the team or the players are enjoying the bonus from the added value.

According to the world clothing and shoe net, the value of Nicks and Lakers has exceeded 3 billion US dollars from the NBA team value list launched by Forbes this year. The growth rate has reached two digits.

The total value of the 30 teams has reached US $40 billion 700 million, and back to ten years ago, this figure was only $11 billion 200 million, and four times in ten years.

It is this kind of leap forward development that makes sports marketing based on NBA super IP burst out of vitality. With the acceleration of globalization, the value of NBA's media dissemination is also rising.

The four largest professional sports league in North America, including NBA, has always been known locally.

An important marketing position, but speaking of overseas market development, NBA is undoubtedly the leading body.

As a professional sports marketing company, it has close cooperation with many NBA teams such as calf and Pelican. At the same time, it also deeply felt the concern of many Chinese brands for NBA marketing value.

Sports brand has a natural dependence on sports events, and the NBA arena will naturally become the competitive battleground of major sporting goods brands.

From CONVERSE in the early days to later

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To compete for hegemony, even now the influx of Chinese brands, sports brand competition in the NBA alliance is also a different kind of belligerent history.

One

Nike opens NBA's new era of jerseys

Now, NBA has just entered a key historical node. Adidas officially ended its sponsorship of the NBA Alliance for 11 years. Nike successfully took over a eight year contract. It is reported that the value of the whole contract is as high as 1 billion dollars, and the average annual sponsorship fee is nearly 3.5 times that of Adidas.

The value of this sponsorship is going to rise, and it will definitely replace some other interests. Xiao Hua abolished NBA's brand purify strategy, allowing sponsors LOGO to appear on the jerseys, in fact, in order to attract more valuable sponsorship, and Nike went down the river to become the first "crabs to eat".

Not long ago, Nike held a massive launching ceremony for the new season. The biggest highlight is the use of NikeConnect technology.

The app is hidden in the lower corner of the Jersey. It connects with the fans' mobile phones. It can release any information related to the team and players, and it can interact with the fans.

Therefore, the re cooperation between Nike and NBA is no longer a simple sponsorship relationship. What Nike really wants to do is to integrate NBA closely with fans through digital technology and mobile Internet, and create more time and space for interaction with fans, which is also what NBA alliance hopes to see.

This is a joint innovation model, NBA provides the largest range of authority, while Nike can design a more three-dimensional marketing strategy, which is actually the process of value added.

Two

Nike's strong star team

Of course, NBA can best drive the output of sports brand or basketball shoes, which is also an additional wealth created by the star value.

Although Nike has fallen into a low performance in the past two years and its market share has been repeatedly contributed by Adidas, Nike's dominance is still unshaken in the NBA circle.

Last season, YAHOO sports once made a statistics. Among the 448 players in the league, 305 athletes wore Nike shoes, and 29 were spokesmen for Jordan Brand, and the two share accounted for nearly 75%.

In the latest rookie, Nike signed seven people at a time, far more than its main competitors, including Markel Fults and other three top ten players, while Adidas and Under Armour signed only one of the top ten players.

Nike's star team is also outstanding.

At the end of 2015, Nike signed a lifelong contract with Lebron James, and Durant, Anthony Davis and Erwin were the three big stars.

In addition, Jordan Brand has just signed a ten year long contract with Westbrook, while the Spurs head card Leonard is also on the rise of her personal career. The future is doomed to be a strong contender of MVP. These are the most valuable assets of Nike and Jordan Brand, and are unmatched by other brands.

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Three

Adidas's star strategy is not smooth.

11 years of cooperation with the NBA alliance may not have achieved the desired results for Adidas, but in the field of professional basketball shoes, the gap between the two sides is also growing.

After breaking up with the NBA alliance, Adidas will turn its attention to the star endorsement. It is the most powerful opening statement for harden's 13 year 200 million dollar bill.

In YAHOO sports season's statistics, 70 players wear Adidas's basketball shoes at the foot, occupying 15.6% of the total number.

Chris Grancio, director of Adidas global basketball sports marketing, said in an interview that by 2020, Adidas wanted to increase the number of NBA players from 70 to 140 people in 2020.

This is not a particularly easy task to accomplish because it is not money that can be done.

At last year's NBA draft convention, Adidas failed to get the number one Simmons, but still signed more than 10 rookies, of which 6 were ranked ten in the top ten.

But unfortunately, Adidas did not extend this momentum to this year's draft convention, so that Nike achieved a strong counterattack, the implementation of the brand star strategy also suffered setbacks.

At present, Adidas can only make good use of star teams formed by Harden, Li ad, Wiggins and Pohl Zinni J.

Professional players are more interested in the fact that Nike is mainly related to the "feelings" cultivated in the University. Nike's sponsorship of competitive sports is all the same, and the same is true in the American university sports system, because the brand has always adhered to the sponsorship idea of growing up with young athletes.

In recent years, Adidas and Under Armour are also stepping up their efforts to invest in NCAA. This war without end will have a new pattern in the future.

Four

UA's confusion and innovation

There is only one definition of Under Armour in NBA, that is, Curie.

In 2015, Under Armour had extended the contract with curry until 2024, and even some of the company's shares would be granted.

In the days when Under Armour was able to dominate Adidas in the North American market, Curie and brand themselves were hot words on the Internet.

At the beginning of last year, analysts thought that Currie's value for the Under Armour brand was equivalent to 14 billion dollars.

But Curie can't solve all the problems of Under Armour. The company's low performance has been going on for over a year, and there is no sign of obvious warming.

In the first eight months of this year, Under Armour's share price fell by 43%.

In the end of last month, Durant publicly attacked Under Armour in an interview, which also led to a 3% drop in shares on the second day.

It can be imagined that today's Under Armour is indeed neurotic and fragile.

Although Currie refutes Durant's remarks afterwards, the bad influence has already taken shape.

What is more distressing to the company is that its boots have not been fired like two years ago. The lack of innovation and outstanding features is considered the main reason, and analysts even call it "disaster".

Under Armour is also expanding its own NBA endorsement team. The number of people in last season has already reached 17. However, UA also encountered the same problem as Adidas, which is the weak attraction. In this year's high ranking rookie, only four Tullos Jackson joined the UA camp.

However, Under Armour has made some innovative marketing moves, and the brand hopes to use the influence of NBA in China to open up the Chinese market.

In April of this year, UA became the founding partner of Jr. NBA project in China, and shoes and clothing suppliers. Just this past summer, Currie came to China with the champion cup to carry out training exchanges with young basketball lovers here.

In the future marketing strategy, Under Armour should stick to such a way of thinking, try more and innovate more.

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Five

Chinese characteristics brought by domestic brands

Besides the four brands of Nike, Adidas, Jordan Brand and Under Armour, China's strength has also become an indispensable element in the NBA arena.

PEAK, Lining and Anta, the three largest domestic brands, represented 22 people in NBA last season, of which PEAK occupied half of the total.

Each of them has its own iconic characters in NBA, PEAK is Howard, Lining is Wade, Anta is the Jinzhou warrior's defender Clay Thompson.

The domestic brand signing NBA stars is more to spread the Chinese market with the help of NBA's spread. Every summer is the busiest season for the domestic sports brands. All kinds of Chinese stars are the most common means to release their resources, not only to make them, but also to make Chinese characteristics.

Wade peddled three rounds of driving, Clay Thompson's dunking, and Howard and his friends became friends.

The development of NBA marketing resources for many years, domestic brands have gradually found a suitable marketing channel, star China is no longer going through the motions, we have more experience in making topics and fermenting events, so that every step we take can be heard.

Domestic brands often invest heavily in the investment of NBA stars, which also creates pressure on Nike, Adidas and other brands to a certain extent.

Ade Tor Quinn Bo, the Bucks star, is looking for a new shoe sponsor. There is news that Lining is likely to win the attack between Nike and Adidas.

It can be said that the discourse power of domestic brands in the NBA alliance is increasing day by day.

Six

epilogue

Because of the natural sports genes, sports brands often invest larger budgets in sports marketing.

Good tournament IP is always attractive. The value adding process of the event itself is the result of various successful marketing cases, and sports brand is an indispensable part.

With the further advancement of NBA globalization, the marketing battlefield of NBA will inevitably usher in more new faces, and Chinese elements will gradually become the backbone.

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