Miserable! Anta'S 600 Million Sponsorship Is Likely To Go Wrong

The 17 day London Olympics has come to an end. On the field, athletes from all over the world bravely compete for the gold medal; Outside the stadium, many enterprises are trying their best to carry out Olympic marketing. In the Chinese sports brand corps, Anta It is the largest contributor, up to 600 million yuan. However, during the Olympic Games, its marketing efforts were considered weak. Some insiders even said that its sky high sponsorship of 600 million yuan was likely to be a flop.

It is understood that in addition to the "champion dragon clothes", Anta also provides all the Chinese delegation's official ceremonial clothes and competition clothes clothing , including sports coat, sports short T-shirt, sports pants, sports shoes, etc., and with the theme of "Glorious Moment", the rolling advertisement of "Champion Dragon Clothes" is constantly broadcast on CCTV-5.

Although Anta did not disclose the specific amount of sponsorship of the Olympic Games, industry insiders generally estimated that Anta's sponsorship of the Chinese Olympic Committee was up to 600 million yuan. This does not include marketing activities outside the competition field. According to the financial report disclosed by Anta, its Olympic advertising and publicity rate will rise to 14% in 2012. Calculated by the turnover of 8.9 billion yuan in 2011, this sports marketing expense will exceed 1.2 billion yuan. Compared with other competitors, this is simply a priceless sponsorship.

Most insiders are not optimistic about Anta's sky high sponsorship. Anta almost lost 600 million yuan. The more criticism of Anta is that it has nothing new during the Olympic Games Marketing plan.

"Anta has always stressed the importance of Chinese award-winning clothes, but its brand spirit and Olympic spirit have not resonated and effectively communicated to consumers. Anta only talks about dragon clothes over and over again, but Dragon Clothes What does it mean for consumers? It is your idea to never stop. How to communicate with consumers through the Olympic Games and implant Anta brand value and spirit into consumers' hearts is the fundamental thing. " Zhang Qing, CEO of Beijing Keyway Sports Consulting Co., Ltd.

As we all know, sponsoring sports events is sometimes like a bet. If you bet right, you will make a lot of money. If you bet wrong, you may lose money. Although Anta sponsors the Chinese sports delegation's award-winning uniform, every athlete who wins a gold medal must wear Anta's dragon suit to the stage to receive the award, but its time is short and it is hard to leave a deep impression.