Olympic Games Become Sports Brand Sponsor "The Hottest Battleground"

When the Beijing Olympic Games were full of money

We won the sponsor qualification of the Chinese delegation.

At that time, although it was a good wish for the domestic sporting goods companies to make their athletes wear their local brands, the time of signing the contract between Adidas and the Chinese Olympic Committee was 2005.

However, what makes people proud is that after two years, Quanzhou brand Anta beat Nike and Adidas with 6 hundred million sky high chips, and became the "2009-2012 year Chinese Olympic Committee sports clothing partner" and "2009-2012 year Chinese sports delegation cooperation partner".

This sponsorship fee has become the largest single item of the sponsorship amount in the Olympic history of China. The Quanzhou brand will be accompanied by the rise of the five star red flag and the national anthem for the first time on the Olympic podium.

Recently, with the help of the recent sports fair in Beijing,

Officially launched the Olympic strategy from "champion dragon suit to China dragon flying".

As a partner of the Chinese Olympic Committee, Anta not only displayed the award winning equipment for the past 4 years provided by the Chinese sports delegation, but also displayed the design theme of the Olympic champion's award dress.

According to the introduction, dragon is China's Totem. The Chinese people have a special feeling for dragons since ancient times. Quanzhou enterprises use the concept of dragon to design Olympic Champion Award dress, which can cater to the psychology of the Chinese people and arouse the inner resonance of the Chinese people.

Related designers revealed that the design work lasted 16 months.

"London 2012"

It is a good opportunity for Chinese sporting goods enterprises to enhance brand value.

By naming the champion dragon clothing and launching the Olympic strategy in the sporting goods industry, we not only laid the leading role in the whole industry, but also reflected the confidence of the enterprises in the whole industry and the positive attitude towards the London Olympic Games, and vigorously promoted their brand image.

Ding Shizhong, chairman of Anta's board of directors, said.

As a strategic partner of the Chinese Olympic Committee from 2009 to 2012, Anta will participate in the promotion of the Olympic movement in China, including the training of elite athletes and coaches, Olympic education, environmental protection and many other fields, in addition to providing awards equipment for 10 International Olympic events for the Chinese sports delegation.

Anta reported publicly that its advertising and publicity rates increased by 0.6 percentage points to 12.6% in the mid term and increased to 14% in 2012.

Sponsoring the National Delegation: the hottest

During the Beijing Olympic Games, Quanzhou sports brands have signed a foreign Olympic delegation, which has become the hottest and most successful marketing model.

At that time, athletes from many countries appeared in the sports arena or podium on the Quanzhou sports brand. The relevant pictures frequently appeared in the media, which made Quanzhou brand look great. This is also the most frequent occurrence of local brands in the Olympic Games.

Four years later, this way is still the most popular means of Olympic marketing for Quanzhou sports brand.

It is understood that as of now, the largest number of foreign Olympic delegations are PEAK.

In recent days, PEAK has signed six Olympic teams, including New Zealand, Slovenia, Algeria, Lebanon, Iraq and Cyprus, to provide them with sports equipment such as award dress and match jacket.

Judging from the distribution of the above contracting countries, PEAK's powerful Olympic delegation has four continents. The number of delegations signed by the delegation is only the international brand Nike and Adidas, ranking the top of the domestic sports brands.

Liu Xiang, a public relations manager at PEAK, told the Morning Post reporter that the national delegations sponsored by him had strong strength in many projects.

Algeria has great advantages in track and field events, while Cyprus has the strength to rush gold on sailing events, while Slovenia has the world's top level in rowing, canoeing, track and field and shooting.

Once the sponsor of the National Delegation wins medals, the sponsors' brand will enter the audience's line with the appearance of the award dress.

"Maybe the national delegations we sponsor are not strong sports countries, nor are they big gold medals, but every country and every athlete has their own Olympic dream and have their own goals."

Xu Zhihua, PEAK CEO, said in an interview with the Morning Post reporter that PEAK is known as "champion's partner" and hopes that through their support, these countries and athletes will have their Olympic dream and champion dream in London Olympic Games.

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Hongxing Erke will join the three national Olympic Committees of Iran, Uzbekistan and South Africa at this Olympic Games.

Of the three countries, South Africa is the most highly regarded country of Hongxing Erke. South Africa has strong strength in swimming, track and field events.

Mr. Wu Rongzhao, executive vice president of Hongxing Erke group, said in a media interview that last year, South Africa successfully hosted the world cup and formally applied for the 2020 or 2024 Summer Olympic Games.

It is understood that the African continent has so far not been able to host the Olympic Games. The successful holding of the 2010 World Cup has given South Africa great advantages in bidding for the Olympic Games.

Therefore, the performance of South Africa in this Olympic Games will attract much attention.

He hoped that the friendly cooperation between the two sides would help and help South Africa win the right to host the 2020 Summer Olympic Games.

At 361 degrees, it has the signing resources of the North Korean Olympic delegation and the Belarus Olympic delegation.

361 degree brand director Zhao Feng believes that from the past World Cup and Olympic Games held experience, the attention of North Korea and other countries is beyond doubt, and cost-effective.

In addition, Jordan sports successfully signed the Olympic Committee of Mongolia, Kazakhstan and Turkmenistan to become partners of the three national Olympic committees.

Up to now, a total of 15 Olympic delegations will appear in the London Olympic Games in Quanzhou.

Bet on teams and players: diversity

Besides signing the foreign Olympic Committee to provide equipment for athletes, betting on some teams or players who may win medals is also an important means of Olympic marketing for sports brands.

PEAK's three signing players in the field of tennis will represent their respective countries in the Olympic women's tennis doubles. Among them, Belarus athlete Olga Gwatersova will partner with azarinha, the world's number one singleton. Voss Cobo Ieva of Kazakhstan will join hands with Scherf do Va, while Hans from Poland will pair up with Russell ska.

The three teams will wear PEAK's tennis equipment to attack the Olympic women's tennis doubles gold medal.

361 degree signing players include world swimming giant Sun Yang, NBA new wolf king Kevin Love and Olympic pole vaulting champion Steve Hook.

In addition, 361 degrees also sponsored the national hockey team, the national modern five teams, the national cycling team and so on 6 Chinese national teams, these are the London Olympic Games Chinese delegation's gold rush spot.

Zhao Feng, the brand director of 361 degree, believes that the traditional gold medal competition may make the Chinese audience feel tired, and these projects are new and never rushed gold spots of the Chinese Olympic delegation.

In terms of media promotion, the 361 degree is also planning to cooperate with the media in a big way to create a 361 degree London action series around the London 2012 Olympic Games.

According to Zhu Chenye, vice president of 361 degree (China) Co., Ltd., it is necessary to "complete the three-dimensional fire control of the Olympic Games".

According to the introduction, "London action" has been strongly supported by the National Tourism Administration of England. It is an Olympic theme program with the theme of Olympic Games, sports, tourism and exploration.

Zhu Chenye said: "today's brand promotion is no longer a fixed, single mode, but needs to build a comprehensive, three-dimensional brand communication structure."

In addition to sports brand, casual leather shoes business Co., Ltd. also participated in Olympic marketing.

As a designated leather supplier of the Chinese Olympic Committee, the "CELE" brand shoes, leather bags and other products have become the designated equipment for the Chinese sports delegation to take part in the large-scale sports meet.

The chief executive said that the Olympic Games official shoes have made a major breakthrough in the technology research and development perspective than in the past. Under this influence, the volume of business in 2012 is expected to increase by 20%.