Sports Marketing Is A Double-Edged Sword: World Cup Sponsorship Saves Risks.

French Street

Anelka has been removed from the French team because of clashes with coach Domenech in the rest room.

Betting Anelka and Chelsea's French fast food chain Quick company, though not willing to sponsor fees, considering that its performance will leave a very bad impression on customers, it has to cancel Anelka's TV commercials and cancel the ads and posters of all the fast food restaurants in France.

Although Quick has a bit of bad luck, there are still sponsors.

Sponsors make money by luck.

The French team, who looked forward to being defeated by the two goal of the World Cup group in South Africa, was in bad condition in Mexico. At present, France has only accumulated 1 points.

To make matters worse, the French farce has become an international joke in this world cup.

After Anelka's "rough door" was expelled from the national team, the French civil strife was becoming more and more intense.

The crack and conflict escalation between players and coaches who are in a state of fire and water are out of control.

Domenech, the coach of the "low energy" coach who has disturbed the team, has revealed that some French internationals are preparing to boycott the French team's match with South Africa.

And this match is probably the last chance for France to win in this world cup.

This is a situation that Adidas never thought of.

Adidas, like Quick, is also one of the sponsors of France.

At the world cup in South Africa, Nike sponsored 9 countries, including Holland, Brazil, South Korea and the United States.

Adidas naturally refused to be outdone, sponsoring the 12 host teams including host South Africa and Mexico, France, Argentina, Germany and some 100 players, while in the last World Cup, Adidas only sponsored 6 national teams.

I don't know because

Moreover, Adidas is confident Monday that sales of its football products will reach at least 1 billion 500 million euros (US $1 billion 900 million) this year as a result of sales promotion from the FIFA World Cup (FIFAWorldCup), which means that sales of football products in the financial year in 2008 will be 15% higher than that in 2008, which is 25% higher than the 2006 World Cup annual sales.

In the first half of this year's World Cup warm-up period in South Africa, as an official sponsor, Adidas's first quarter sales of football products increased by 26%, of which more than 6 million 500 thousand copies were sold.

However, another elegant reason that Adidas did not show is that Nike will replace Adidas as a sponsor of France in 2011.

But as of now, Nike has not made any comments.

And those who do not listen to Buffett's teachings, the French agricultural credit bank, who are desperate to bet on France, are also completely defeated in the world cup gamble, just like Quick.

They planned to take a group of promotional films in June 25th to expand their influence on insurance products.

The French farce had to let the French agricultural credit bank have to cancel the plan of the French film shoot.

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Sports marketing is a double-edged sword.

Although there are two threats to the financial crisis, businesses such as Quick and Credit Agricole are still fighting for the brand wars.

There is a saying in the industry: if a brand needs to enhance its popularity worldwide, its estimated advertising expenses will exceed US $20 million per 1 percentage point increase, but if it is co sponsored or sponsored by a sporting event, it will achieve 3 to 5 times the normal situation.

Because of this, the world cup, the Olympic Games and other large and small tournaments become the fierce battleground of brand competition.

But high yield also means high risk.

In 2006, in the German World Cup, the Brazil team 0:1 did not match the French team to return to the house in advance. Its sponsor Nike was almost drifted for the world cup with a huge investment of $1 billion 800 million. The sponsorship of Marlboro, Pepsi Cola and SIEMENS to the Chinese football a League (later "China super") not only did not gain the reputation of the brand, but also caused the trouble of a variety of farce a A and the Chinese super.

Unlike friends who guess who wins and who loses, the world cup sponsors who sell the wrong "treasure" in sports marketing are more than just regrets and disappointments.

More recently, the 2008 Beijing Olympic Games, because of injuries, a game did not run away from the stadium, Liu Xiang has let sponsors "injured."

Before, Cadillac spent huge sums of money to sign with Liu Xiang, and the media often saw pictures of Cadillac brand cars and Liu Xiang.

Shanghai GM has not conceal its ambition and hopes to make a breakthrough in the Chinese luxury sports car market driven by German cars through cooperation.

However, since Liu Xiang quit the game, he has never seen the picture of Cadillac and Liu Xiang together.

It can be seen that the use of sports marketing is like holding a double-edged sword. If it is applied properly, it will be invincible; if only passion, lack of wisdom and luck will lead to losing the game.

Sports marketing with multiple sponsoring objects may be one way to avoid risks.

But the premise is that your strength is strong enough.