How To Get Customers' Goodwill Through Sponsoring Sports Events

The advantages of sponsoring top sports events are far more than expanding their influence locally.

More and more savvy entrepreneurs have found that sponsoring top international events helps to help brands.

"Opening up new markets and expanding international influence.

In 2014, calf capital joined hands with its Internet financial firm, maverick online, to sign a strategic cooperation agreement with NBA western Dallas DallasMavericks.

According to Zhang Jie, chief strategist of maverick online, the signing of the contract marks the beginning of the cooperation between the two sides. Calf capital has become the first Chinese private financial enterprise to enter the NBA arena.

The two sides will carry out all-round strategic cooperation in the next few years. The contents include advertising on site, interaction with players, on-site viewing of Mavericks, invitation of the Mavericks to visit China, launching friendly matches, and carrying out thematic activities with the Mavericks customers.

Another case came from the famous Volvo Ocean Race. Today, the event can be said to have been sponsored by Chinese people, but the title of Volvo is still the name of Volvo.

The owners and sponsors of the Volvo global sailing competition are Swedish truck and heavy equipment manufacturer Volvo group and its former sister company Volvo motor.

Volvo motor is now a Chinese automobile manufacturer Geely's company.

Meanwhile, Volvo group recently completed the acquisition of 45% of Dongfeng commercial vehicle business.

The result of the Volvo group's marriage with Dongfeng is that the Dongfeng commercial vehicle decided to sponsor 1 of the 7 fleet in this year's sailing competition.

Therefore, market participants predict that perhaps one day the famous "Volvo global sailing competition" will become "Geely Dongfeng global sailing competition".

And when

Some innovative marketing methods can attract customers from different markets.

As the most influential Football League in the world, the huge fans of the Premier League have attracted many brands that want to enter the new market.

With the added influence of new Internet media, smart brands can develop localized marketing campaigns for different countries and create broad online content with copyright owners.

The Premier League Liverpool club is a good example.

Today, Liverpool has established partnerships with many brands that are developing new markets.

In January 2014, the club signed a sponsorship agreement with the American snack brand Dumne Dunkin Donuts, and became the first partner of NIVEA in the February Premiership in February 2015.

Liverpool's business position has been significantly improved since its acquisition in 2010 by Fenway Sports Group, and sponsorship plays a major role in its overall strategy.

Billy Hogan, chief business officer of Liverpool club, said that a key indicator for the club to measure the input-output of sponsorship pactions is digital interaction.

"In

It's great to have a huge fan base, but if you don't interact with them, it's useless for anyone. "

Billy Hogan said, "we regard social media as a great opportunity, so we will carry out a lot of marketing activities with our partners, both regional and global."

In addition, he added, the brand that includes both sides in marketing activities is beneficial to the cooperation between the two sides. Sponsors not only serve their own marketing purposes, but also help Liverpool expand its fan base.

"We need our partners to help the club get close to our fans."

Billy Hogan said, "let the brand of both sides finally appear on the television screen, that is our concrete manifestation of this mutual benefit concept."