The countdown to the Winter Olympics entered the last 90 days, the atmosphere of the competition was also reflected in sports marketing, Gu Ailing and other star athletes continued to officially announce new endorsements; on the other hand, the national service sports and team China reached an exclusive authorization, and the "dark war" on the rights and interests of the national team may also be about to start.
Contrary to the popularity of the Winter Olympics, the brand power of domestic professional leagues such as midfielders and CBA has shrunk, in this case, the two sponsorships announced by the recent official announcement may allow the industry to regain some valuable confidence.
In terms of foreign sports, some new marketing tricks are still emerging, and fitness classes on the plane, Liverpool outfits in pubgs, and Lego women's football dolls are all eye-catching. This also makes people realize that in addition to "reaching a partnership" itself, our sports marketing still has a lot of way to go.
The following are the classic sports marketing cases at home and abroad in the past two weeks.
1. Gu Ailing has signed the therabody and Tomson By-Health consecutively
Type of cooperation: Endorsement
Overview of cooperation: Within a week, Gu Ailing officially announced two endorsements for the cooperation, Sharapova's fascia gun brand Therabody announced that Gu Ailing became its global image ambassador, and sports nutrition brand Tomson Byjian Yeep also announced that Gu Ailing would serve as the brand ambassador of scientific nutrition.
Lazy Bear Summary: With the addition of these two, Gu Ailing's current cooperative brands have reached 21. For brands with sufficient budgets to do Winter Olympics marketing, Gu Ailing has almost become a must..
2. Su Yiming served as "Buick Ice and Snow Ambassador"
Cooperation Overview: On October 29, the SAIC-GM Buick brand announced that Su Yiming, a Chinese snowboard jumper, served as the "Buick Ice and Snow Ambassador". Su Yiming is the first athlete in China to complete technical actions such as 1620 degrees of three-week flip body and 1800 degrees of reverse foot out of the five weeks, and has starred in many film and television dramas such as "Wise Tiger Mountain".
Lazy Bear Summary: The countdown days to the Winter Olympics have entered double digits, and the endorsements of various brands have also been officially announced. China has few gold medals at the Winter Olympics, and tapping into athletes with diverse personalities is a more important task than in the past.
3. National Service Sports and Team China reached an exclusive authorization
Type of cooperation: Sponsored by the Association
Cooperation Overview: On November 3, the Sports Equipment and Equipment Center of the General Administration of Sport of the People's Republic of China and Beijing National Service Sporting Goods Co., Ltd. signed a cooperation agreement authorizing National Service Sports to exclusively develop "team china/China National Team" brand sportswear, shoes and accessories in the global market, and the two sides will carry out all-round cooperation on the research and development, design, publicity and promotion of "team china" brand sports equipment.
Lazy Bear Summary: The national team is a "big cake", the Chinese Olympic Committee has apparel partners, and now the "team China" brand in the General Administration system will also operate the relevant rights and interests of the national team. In the future, these divisions of interests may become a matter of concern.
4. Liverpool and PUBG mobile games have reached a cooperation
Type of cooperation: Club sponsorship
Cooperation Overview: Recently, Liverpool and the mobile game pubg mobile reached a partnership, gamers will be able to unlock limited edition Liverpool brand clothing, and get free in-game equipment and items when competing in a series of classic mode games.
Sloth Bear Synopsis: How to make real-life sports elements appear in the interaction of the virtual world, Liverpool made a good attempt. According to official Tencent Games data, since its launch in 2018, pubg mobile has been downloaded more than 1 billion times on Google Play and Apple's app stores. In addition to the crossover of football and mobile games, the imagination left by Liverpool's emergence in the virtual world may be more important.
5. Lego became a sponsor of the Women's European Championship 2022
Type of cooperation: Event Sponsorship
Overview of the partnership: On 27 October, UEFA and the FA jointly announced that the LEGO Group has become a sponsor of the Euro 2022 Women's Football Championship, which will be part of the "ready for girls" women's sports programme. The Guardian said that Lego has reached a licensed cooperation with players such as Steph Houghton of the English women's football team, and may launch related character dolls in the future.
Sloth Bears Summary: Women's football competitions in Europe have developed rapidly in recent years, according to Nielsen's latest report, the ratings of the English Women's Super League have soared to the fourth place in the English sports world, behind the Premier League, the Championship and the English Cricket League. With both commercial value and a good marketing story, Lego, a brand that is farther away from sports marketing, is now involved.
6. Renrenche became the official partner of the CBA League
Type of Cooperation: Event Sponsorship:
Cooperation Overview: Recently, Renren Car announced that it has officially reached a cooperation with the CBA League, and in this year's CBA League, Renren Car has become the official partner of the event. Previously, Renrenche has cooperated with the Chinese women's football team.
Lazy Bear Summary: After the epidemic, due to various reasons, the brand power of domestic professional sports events has declined, and CBA may be one of the cases that has maintained a good job. To be able to pull sponsorship is to give people hope.
7. Skyworth became the partner of Shenzhen Football Club
Cooperation Overview: On November 2, Shenzhen Football Club announced on its official Weibo that it had signed a cooperation agreement with Skyworth Group Co., Ltd., and Skyworth Group became a strategic partner of Shenzhen Team.
Lazy Bear Summary: On the official website of Shenzhen Football Club, counting the newly signed Skyworth, the club already has as many as 24 partners. Shenzhen has entered the championship group this season, and in terms of business development, their performance is enough to compete for the championship.
8. Peloton partnered with Delta Air Lines to launch in-flight courses
Cooperation type: Content cooperation
Overview of the partnership: Recently, smart fitness company Peloton announced a partnership with Delta Air Lines to introduce fitness classes to in-flight entertainment. Peloton will play 5 stretching, meditation sessions on the plane's seat back screen, which is the first time peloton's course can be played outside of its app or hardware.
Lazy Bear Summary: There is a lot of time and space that sports can tap, especially when psychological training and other content are more and more valued, and the scattered time such as taking flights is also expected to be fully utilized.
9. Zhang Yixing became the fila spokesperson and fila mix manager
Overview of cooperation: On November 6, Fila officially announced Zhang Yixing as the spokesperson of Fila and the manager of Fila Mix. Fila mix will be a fusion series with the hip-hop movement as the core, and in the future, the series will also be listed on Zhang Yixing's personal signature board shoes.
Lazy Bear Summary: Sports brands signing cross-border stars has become the trend of the times, but fila mix for the emerging sport of street dance specially launched a series of products is not common, and Zhang Yixing is not even a "crossover" for street dance.
10. Raducannu became a dior brand ambassador
Overview of the partnership: At the end of October, luxury brand Dior announced the signing of British Chinese tennis player Emma Raducano as a brand ambassador. The Daily Mail said it was worth around £2 million over the deal.
Lazy Bear Feed: After winning the US Open, Radulcannu has received endorsements from two luxury brands, Tiffany and Dior, in less than two months. However, at the same time, her recent competitive state is not stable, the women's tennis world in recent years "shooting stars" are not a few, Raducannu wants to maintain commercial value may have a long way to go.
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