Cross Marketing Of "Sports + Brand Sponsorship + Internet"

With the advent of the digital age, brand marketing strategy has been constantly subverted.

Nowadays, the sports marketing that enterprises love is also more and more concerned about strategic planning.

To integrate the spirit of competition and brand positioning skillfully, and to maximize the positive impact of brand, relying solely on single channel has become a past tense.

Internet technology plus traditional media's cross media combination marketing will enable the brand to benefit more from sports sponsorship.

In the traditional sports sponsorship, the correlation between sponsors and a category is very important to the brand's sponsorship.

When watching TV, viewers often see the performance of alcoholic beverages and sportswear brands.

Nowadays, more and more financial brands are appearing in competitive sports field.

Then, how does the financial brand which seems to be very weak in connection with the sports marketing promote the express train?

May 29th -5 31, "2015 Longines watch China equestrian tour tournament remittance to the world cup ShangHai Railway Station" opened in Shanghai Expo Equestrian Park.

As the main sponsor of the 2015 China equestrian tour, ShangHai Railway Station is a new financial and third party payment brand.

How does this equate with equestrian sports in China?

"The most important thing to sponsor an activity is to see whether the target customers are the same."

Mu Haijie, senior vice president of the remittance world, told the International Financial Daily reporter that "the correlation between financial enterprises and sports events is not particularly strong, so that sponsorship seems to have a larger industry span, but in fact, our target customers are multifaceted. They need to listen to music and watch events when they need wealth growth."

Mu Haijie told reporters that before the remittance world chose to sponsor the equestrian tour, it also made an in-depth assessment. "From the perspective of the development of the company itself, we need to serve more elites in the future. Equestrian sport is a gentleman's high-end sport that requires a lot of civilization accumulation, which is consistent with our future wealth management target customers."

At the same time, equestrian sports in China are still "minority", which also has a certain degree of agreement with the remittance world brand itself.

"Since the founding of the remittance world, we have been insisting on innovation and efficiency. In 2014, the scale of payment pactions has exceeded 1 trillion and 500 billion yuan, but as a B2B business oriented innovation enterprise, we have not yet become a popular brand, so we came together with the Chinese Equestrian tour."

Mu Haijie said, "the remittance world will better serve the new finance, serve the Internet wealth management industry, and serve the new financial life of the Chinese people."

In fact, in recent years, more and more financial institutions have fallen in love with sponsoring sports competitions.

In addition to equestrian sports, golf, tennis and rowing are all sports games sponsored by financial institutions.

Among them, the United States professional golf tournament sponsorship customer group is a long list of financial industry giants: Zurich, Wachovia bank, Barclays and so on.

Financial industry and golf are not long, and many of them have only entered the ranks of sponsors in this century. The speed of their development can be described by "speed". The rising stars are undoubtedly HSBC.

It is reported that before the HSBC championship competition held in Shanghai, the total prize awarded to tiger Woods was 5 million dollars (about 3000 yuan (6.1983, -0.0029, -0.05%)).

One of the main sponsors of the recent French Open tennis tournament is France's Paris bank.

It is reported that since the first French Open tennis tournament was held in 1973, the Bank of Paris has been specially targeted.

The global sports sponsorship policy.

The Bank of France in Paris has also launched a dedicated website to provide tennis fans with updated global tennis tournament information, covering the annual events of the men's Professional Tennis Association, the women's Professional Tennis Association and the International Tennis Association.

Today, Paris Bank of France has become the number one tennis sponsor in the world, supporting all kinds of tennis tournaments and promoting tennis in various forms.

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In the eyes, sponsoring such high-end events can be better than digging a gold mine, because the most purchasing power crowd is gathered here.

Corporate sponsorship of sports events always starts from the target consumers and corporate culture.

These high-end events such as equestrian, golf, tennis and so on are always aimed at promoting the brand and promoting sales, rather than directly making profits in the competition.

In this regard, Mu Haijie also agreed that "the main purpose of naming sponsorship is the spread of the brand. Success or failure can not be directly measured by the number of customers obtained. We are more concerned about brand awareness and reputation in the public through activities."