Save The Foreign Team &Nbsp; Start Your Own Brand.

People often compare the sponsorship of the Olympic Games to another venue of the Olympic Games. In this competition, many of the international brands we are familiar with are international sponsorship models, and on another level, the "Olympic Games without borders" is confirmed.

Adidas, the famous sports brand, has sponsored many Olympic teams and sports teams on many occasions as Olympic sponsor.

In the 2008 Beijing Olympic Games, Adidas won the sponsorship of $80 million to sponsor the host.

In the face of Adidas and some other famous international brands, our domestic enterprises feel pressure and fight at the same time.

In the tide of international sponsorship, Chinese enterprises have stepped forward and participated in it.

The tide of Chinese enterprises joining in international sponsorship

In fact, as early as June 2006,

With the horn of international sponsorship, PEAK, the famous sports brand in the domestic basketball field, has adopted the same strategy.

In August 10, 2007, Tiras Anwaja, the director of the Olympic Committee of Iraq, signed a contract with the head of PEAK: PEAK, as a sponsor of the Iraqi Olympic delegation, provided all the sports equipment and the whole cost of the 2008 Beijing Olympic Games to the Iraqi National Delegation.

In the face of the tide of domestic sports brands competing for international sponsorship, other enterprises are eager to go ahead and unwilling to lag behind.

In June 12, 2007, Wu Rongguang, President of Hongxing Erke group, sent a delegation to the DPRK for a friendly visit. The two sides held extensive and in-depth discussions on the sponsorship of the Korean Olympic Committee by Hongxing Erke group.

The delegation said that in the series of international competitions held by the DPRK National team, professional sports equipment with scientific and technological value will be provided for the participating athletes.

We can not wait to see whether the bilateral cooperation strategy can be further developed.

High threshold of international sponsorship

and

The choice of sponsoring many sports teams and delegations at home and abroad has attracted the attention of Li Ning Co.

Yang Gang, manager of brand marketing department of Li Ning Co, said in an interview with reporters: Li Ning Co is selecting and sponsoring national sports teams under the premise of strict implementation of international brand standards. Compared with sponsoring its own sports teams, the sponsorship of foreign sports teams needs more efforts from enterprises. The reason is that geographical barriers and cultural differences make it impossible for enterprises to make any mistakes in any part of their work.

In this regard, Lining brand sports marketing department Liu Xin has a real experience, she was in charge of the Spanish Olympic Committee and the Swedish Olympic Committee signing process, more deeply felt the international sponsorship of the different requirements of the enterprise.

When the foreign Olympic Committee and sports teams choose Li Ning Co sponsorship, they will pay enough attention to manufacturers, production lines and production channels, such as whether the production process is legal, environmental protection, and whether to hire child labor.

The Swedish Olympic Committee has a detailed understanding of the background of Li Ning Co's choice of equipment for processing equipment.

In the tide of international sponsorship, domestic enterprises are still at the stage of learning. There are many mechanisms that need further improvement.

Liu Xin believes that through sponsoring foreign sports teams and delegations, Li Ning Co has a detailed understanding of the situation and style of various countries and regions, and has gradually established a set of sponsorship evaluation and communication mechanism, which is a promotion for the company to further expand its marketing scope in the future.

However, we also find that at present, there are fewer professionals in the Chinese market aiming at international sports sponsorship, and there will be misunderstanding in the aspect of information communication, which will also affect the efficiency and benefits of international sponsorship of Chinese enterprises.

Sponsorship also needs to meet its own characteristics.

"To be an international brand, sponsoring foreign sports teams is a way, but not simply sponsoring is the shortcut to enhance the brand."

Li Ning Co's brand marketing department manager Yang Gang believes that "sports sponsorship is very prudent for Chinese enterprises. We must be very clear about their brand positioning. At the same time, sponsorship matches must match their own product characteristics. We must find the joint points of the two sides, treat them with integrated views, and win a win-win situation in resource coordination and brand enhancement so that we can have a definite purpose.

Moreover, enterprises must have a clear understanding of their input and output problems.

Of course, enterprises must have specific plans if they want to do well in international sponsorship.

According to Hu Lizhong, manager of PEAK's planning department, the PEAK company, which mainly aims at the basketball field, has sponsored many international competitions since 2005, and has gradually set up agents in more than 20 countries around the world, and has also established a wholly owned subsidiary in Europe. This cooperation with Iraq is made by the Middle East agents.