Lining, Nike, Adidas Signed NBA Star, Set Off Sports Marketing Boom

This year is the "sports year" without the Olympic Games or the world cup, but keen on sports marketing. shoes Enterprises must always find something to do for themselves, so in recent years, the "home cooking" in summer, the NBA Star China trip, has been unusually hot this summer. Reporters learned that PEAK, Anta and Nike, Adidas and Lining signed NBA stars will all come to China this summer to create a sports marketing climax.

It's hard to say whether Yao Ming has led the NBA in the Chinese market, or Yao Ming just happens to appear when NBA needs the Chinese market. But Yao Ming has unlocked NBA's hottest era in China. A Chinese NBA fever started from Yao Ming, while the Chinese NBA activities of many NBA stars began in July 1st.

The Yao Foundation Charity competition was played by the American star team and the Chinese men's basketball team. Yao Ming, a former Rockets team mate Scola, and two other NBA stars Lori and Hill, appeared in the charity competition. In addition, there are four NBA players from the Adidas camp who represent the US side in the competition, and the four Adidas players are coming to participate in Adidas's China trip.

The Yao Foundation Charity competition is also a rare chance for Yao Ming, Maddie and Scola to join their former three teammates. After a 30 hour trip to Argentina, Scola, who took a vacation in Argentina, flew from Buenos Aires to Beijing to support the American star team. "Yao Ming invited me to say that he needs my help. I can't refuse it, let alone a charity competition." Scola was resolute in his invitation to his former teammates. Scola said he attached great importance to the Yao Foundation Charity competition. When he was in the Rockets, he knew Yao Ming was a very good person, so he would try to support all the public welfare activities of Yao Ming. In this year's Yao Foundation Charity competition, PEAK's signing stars Lori and Hill are the most popular players. Among them, Hill from the Indiana Pacers was sacrificing the opportunity of the American men's basketball team's "dream team" to come to China to participate in the charity competition and NBA China trip.

　 Commonweal and commercially concurrently

Participating in Yao Ming's charity competition is the foreplay of China's NBA stars in China's activities. The following fans' meetings and other business activities are their highlights. As in previous years, the number of PEAK stars signing up in China and the number of cities visited are always the largest. This makes sponsors gather a large group of fans in hot pursuit every summer. This summer, PEAK's star lineup is still strong, a total of 6 people, two batches to China, to participate in more than 20 cities business and charity activities. The leading batches of the two batches were Parke of the Spurs and Battier of the heat. In last month's NBA finals of the "seven wars", Parke and Battier have become the key players of their respective teams.

　　 Anta The two signing stars, Scola and Garnett of the Suns will also come to China respectively. Scola, who was standing in front of Xiamen, played table tennis with the fans on the spot with interest in the commercial activities held in Xiamen last week. Even after the game, Scola still asked the host to let him play a game with the fans again. In Scola's view, table tennis is a part of many Chinese elements he loves. He said he began to fascinate China after co operating with Chinese brands and coming to China many times. "I am very interested in Chinese culture. I am very grateful to Chinese fans. My friends in Argentina are surprised to see that I am so popular in China." Scola said.

Parke, who first came to China, also felt the enthusiasm of Chinese fans. "Great! Very enthusiastic and burning me!" Parke said humorously, referring to the impression of Chinese fans. He said that before he came to China, he thought he would be sought after, but he did not expect that they would be so enthusiastic in the hot summer, which made him very moved. Parke said that the accompanying family also enjoyed the hot China trip with him and impressed China very well.

It is reported that Parke will visit ten cities across the country, each city has two or three fans to meet. Like Scola, Parke and his family gradually became fascinated by Chinese culture. At the scene of Chengdu Railway Station, Parke experienced the classic face of Sichuan Opera. Parke was deeply attracted by this unique local performance. When he arrived in Quanzhou, he was fascinated by the traditional puppet show in Southern Fujian.

Parke also has an important mission to China, that is, condolences to the disaster hit children in Ya'an. During the charity auction organized by the Chengdu event, Parke conducted a charity sale at the scene with his signature and war boots, and supported the disaster area with action. After the Ya'an earthquake, Parke, who was informed of the news, expressed his desire to convey his condolences to the disaster area through the activities organized by PEAK organized by PEAK for the first time. This time, he fulfilled his promise with action.

　 Stars and Spring enterprise All benefit

"Compared with my life in NBA, I enjoy life more like rock stars in China." Battier's words in the media interview showed the aspirations of these stars. More and more NBA stars joined hands with Chinese brands. Besides earning enough money, they also hoped to earn more popularity in China. As a result, every summer, NBA giants will go to China as usual. From Kobe, James, Duncan to Wade, Battier and Parke, a batch of Chinese sports activities organized by NBA stars will attract basketball fans to catch up with the scorching sun. People familiar with the matter estimate that in just a few days, NBA stars will be able to roll away at least several billion yuan in China's commercial activities.

A staff member of a public relations agency of a sports brand in China said, "take James as an example, where all the tickets are heated. While James's war boots were priced over 1000 yuan, they were sold out of stock. So judging from the earnings of sports Brand Company, the appearance fee is nothing compared to the huge profits brought by the sales of basketball shoes. NBA people in China have exclaimed at the Chinese Basketball Market: "I didn't expect the Chinese consumer market to be so large. At present, the development rate of China's basketball market is less than 30%. There is no doubt that the Chinese market has become the most important piece of NBA in overseas layout of the United States.

From the perspective of sports brand, the benefits of signing NBA players are also obvious. Pan Hongyuan, CEO of Mu Feng sports marketing organization in Shanghai, believes that, with the growing maturity of sports brand in sports marketing, enterprises have made a bet from the previous bet on the betting input of a large event, gradually turning to the annual sports marketing plan according to the brand's own positioning, and comprehensively and systematically carry out comprehensive sponsorship of various events, and then cooperate with the corresponding media advertising. Although there are fewer large events in 2013, the snatching of high-end athletes and investment in overseas events will be more intense and intensified. The NBA now needs China more than ever, and the cooperation between Chinese brands and NBA will become more and more closely coupled with increasingly diversified models.