The author's colleagues will fly to St. Petersburg in July to watch the 2018 World Cup in Russia. The admiration comes naturally. It must be admitted that this world-renowned sporting event has unmatched charm and passion. In fact, it has entered since June. , Major brands have issued big shots, taking advantage of the World Cup to accelerate the brand's internationalization, youthfulness, and socialization.
2018 is the sports year. The World Cup in various major events undoubtedly received the enthusiasm of Chinese companies. Although the Chinese football team did not have an opportunity to debut, the number of sponsorships of Chinese brands is enough to prove its strength.
Among the 17 sponsors of this year's World Cup, Chinese companies occupy 5 seats, including Wanda, the first-tier sponsor on an equal footing with Adidas, Coca Cola, etc., and can enjoy all advertising rights and marketing rights for all FIFA’s affiliates; and Budweiser, McDonald's Tier 2 tier sponsors VIVO, Mengniu, Hisense, enjoy sponsorship rights directly related to the World Cup; and third-level regional sponsors, Asian region including Yadi (electric car companies) and pointing VR (VR (Technology companies). In addition, TCL signed Brazilian traffic star Neymar as global brand ambassador; Kitchen-kitchen Vantage became the official sponsor of the French national football team, signing the famous French star Di Thierry Henry as the brand spokesperson; Changhong is the European Red Devils Official sponsor of the Belgian national football team.
Insiders believe that compared to the Olympic Games, the advertising effect of the World Cup is stronger and the business value is higher. Because football is the first sport, almost every game in the World Cup has attracted much attention, so the World Cup has become the high end of the leading brands in various industries in the world. club.
It is worth mentioning that although it did not crowd into the ranks of top sponsors, but Vantage took the lead in launching a sponsorship team to win a refund sales event, which immediately caused hot debate inside and outside the industry, resulting in a rapid flow of high-speed communications, and even the emergence of cross-industry communications. The industry’s experts said that whether or not the French team won the championship, Vantage was the winner in the marketing field and achieved a brand triple jump. Subsequently, Changhong Meiling indicated that it purchased the designated Meiling refrigerator from June 4th to July 3rd. The Belgian national team entered the quarter-finals with a discount of 20%, entering the finals to enjoy a half price, and winning a free single. On June 4th, Wanhe Electric issued a notice in response to the expectations of China’s hundreds of millions of fans on the Argentina team, from June 8 to July. During the 4th period, the designated model of the purchase activity can participate in the 'Advance to cash back' event, the player wins 50% off Golden Boots, and Argentina wins a free single.
Midea and Gree are more willing to 'speak with products'. Recently, Gree announced that its high-efficiency screw-type water-cooled chiller won the bid for the World Cup Stadium and became the only water brand of the venue. Midea won the bid for 11 air-conditioning projects for the World Cup in the World Cup, refueling air-conditioning products. Also entered a number of venues and construction sites, with excellent product strength show muscle in the World Cup.
Top-level sports marketing can not be separated from large-scale investment, but it does not mean that you can do well in sports marketing as long as you save money. Among these, you must follow the sports from the aspects of resource purchase, activation and promotion, and consumer communication. The laws also need to meet the characteristics of the company, brand positioning and value proposition.
The brand's natural transmission advantage of head resources is more obvious. However, brands that do not have a large amount of cost support can not easily give up the opportunity to get hot. After all, from the survey results, the people interested in football are more concentrated in 25-34. Years old, high-income, highly educated people after 80 and 90 years, who have high recognition of brand value and strong spending power, are the target customers of many brands (analysis data comes from “CCTV+5 Audience Analysis”). The proximity of the region, thanks to the convenience brought about by the jet lag and the rise of a new generation of consumers, the 2018 World Cup attention and commercial value will be significantly improved. PR Newswire has found through many years of experience in the dissemination of user portraits, adding social elements, continued The release of effective news articles and other measures can also achieve good communication effects during the World Cup.
The football emperor Beckenbauer said that 'in football is not football but gold'. In this summer, the four-year football carnival is definitely a good opportunity for corporate marketing and brand building.
