Sports Brand Strength To Prepare For Asian Games Event Marketing

Where there is a sports event, there is no need for sport. brand Marketing war. Unlike the 2008 Beijing Olympic Games, the 2010 Asian Games in Guangzhou reduced the appearance of many international sports brand giants, but attracted the emergence of domestic sports brands. Some analysts pointed out that many international sports brands automatically withdraw from the Asian Games marketing war, just to give the domestic sports brand a great opportunity.

Domestic sports brands pour out

Asian Games marketing the most eye-catching domestic sports brand when the number of 361 degrees. After successfully winning the "Guangzhou 2010 Asian Games senior partner" identity, from the successive Asian Games equipment briefing to "prepare for war has begun" advertising film, the 361 degree Asian Games marketing has never stopped. It is reported that 361 degrees The investment in this Asian Games has about 600 million yuan.

Lining, who is very popular in the Beijing Olympic Games, will not miss the Guangzhou Asian Games. Despite the low profile in the early days, the Li Ning Co immediately dispatched "Lin Dan, Wu Minxia, He Wenna, Chen Yibing and Zhu Qinan" on the eve of the Asian Games. Lining The dream team recorded a brand new ad campaign, which called "the ending is interesting."

Also, PEAK's "western region strategy" helps six Asian sports delegations to take part in the Asian Games, including the delegation of the Olympic Games of Iraq, the delegation of the Lebanese Olympic Committee, the delegation of the Tajikistan Olympic Committee, the delegation of the Palestinian National Olympic Games, the Iran National Basketball Association and the Kyrgyzstan National Football Association.

Anta supplies the award equipment of the Chinese delegation, and Taishan sports became the supplier of the Asian Games. This does not include other enterprises sponsoring the teams and players of the Asian Games.

Qin Chong, an analyst with Frost&Sullivan consultancy, said that in recent years, domestic sports brands have been striving to make use of all kinds of excellent sports marketing resources. As far as this Asian Games are concerned, the local sports brand is also very positive, especially some local leading enterprises. "After all, the rapid growth of Asia's economy has also promoted people's consumption of sports and leisure products, which is a market that sports brands can not easily give up."

Li Xuerong, a senior researcher at CIC, said that the investment performance of the Asian Games has exceeded the level of the Asian Games and refreshed the Asian Games record. It is reported that the income index of the Guangzhou Asian Games sponsorship area has far exceeded the previous scale.

Low threshold benefits local businesses

However, some analysts have pointed out that domestic sports brands are coming out in this Asian Games, which can be said that opportunities and challenges coexist.

Li Xuerong analyzed, after China successfully launched the Olympic Games, the value of the Asian Games was ignored by many enterprises, and in 2010 there were sporting events such as Shanghai World Expo, South Africa World Cup, Singapore's first new Olympic Games and Vancouver Winter Olympic Games, which weakened the influence of Guangzhou Asian Games. Qin Chong also stressed that because the influence of the Asian Games is mainly concentrated in the Asian region, enterprises need to make full use of this regional platform to expand their brand influence scope as far as possible, and enterprises need careful marketing planning and arrangement.

But it is also because compared with the 2008 Olympic Games, the degree of Asian Games' attention and international influence are much smaller, and the number of multinational enterprises attracted is relatively small.

"Less competition from multinational companies will play a better role in promoting domestic brands in Asia." Li Xuerong said, "because of this, this Asian Games has given the domestic sports brand a good opportunity."

Qin Chong also believes that compared with the Olympic Games, the Asian Games have relatively low capital entry threshold, which is conducive to the domestic sports brand. Once again, because the international brands are less invested in the Asian Games, they also create more space for domestic sports brands.