When resources are over-aggregated, the market regulates itself. Even in the small field of Winter Olympic marketing, such economic laws are at work. Less than 20 days before the Winter Olympics, in addition to sponsoring Gu Ailing and Wu Dajing, there are other ways to lay out ice and snow, and under the aura of individual stars, some other interesting cases are also worth discovering.
In addition to the Winter Olympics, the influence of e-sports players is growing, and male skin care and shaving brands that were once keen on "bodybuilding" athletes have also begun to pay attention to the "image" of e-sports players. In traditional mass sports, Ma Long's commercial value at the end of his career finally reached its peak, becoming the first athlete in China's table tennis industry to cooperate with luxury brands.
The following are classic cases of cooperation in the sports industry at home and abroad in the past two weeks.
1. Malone became the new celebrity ambassador of OMEGA
Type of cooperation: Endorsement
Cooperation overview: On January 12, the Swiss watchmaking brand OMEGA announced that Olympic champion Ma Long has joined the brand celebrity ambassador family, and he is also another Chinese celebrity who has cooperated with Omega after Zhang Ziyi and Liu Shishi.
Lazy Bear Synopsis: At the end of Malone's career, commercial value came to the peak. Luxury brands are beginning to pay more and more attention to Chinese athletes, which also shows that the individual value of Chinese athletes is rising today.
2. The New York Times acquired The Athletic for $550 million
Type of cooperation: Acquisition
Overview of the partnership: On January 7, the New York Times announced the acquisition of paid sports media Outlet The Athletic for $550 million. Following the acquisition, The Athletic will continue to operate as a standalone website. As of December, The Athletic had 1.2 million subscribers.
Sloth Bear Synopsis: The Athletic lost $55 million last year, and being acquired is clearly a good result. For The New York Times, The Athletic's rich digital subscription experience has helped it transform, and its paid subscriber size has helped it increase its overall user base.
3. Peng Yuyan became the spokesperson of the Desant brand
Overview of the partnership: On January 14, DESCENTE Desante officially announced Peng Yuyan as the brand spokesperson, who will jointly present Desante's Spring/Summer 2022 SKI REPLICA Ski-Inspired Lifestyle Collection.
Lazy Bear Summary: Peng Yuyan is almost one of the most athletic attributes among domestic male entertainment stars, and has a large number of female fans, for Desant, who comes from a professional sports background, the effect of cross-circle is expected to be very obvious.
4. JD.com signed a freestyle skiing aerial skills national team
Type of cooperation: Sponsored by the Association
Cooperation overview: On January 10, JD.com announced the official signing of the Chinese freestyle skiing aerial skills national team. During the Winter Olympics, JD.com will become the official partner of the Chinese freestyle skiing aerial skills national team.
Lazy Bear Summary: JD.com has made a lot of moves in the Winter Olympics, signed Gu Ailing, become a logistics supplier, and now has also reached a cooperation with the freestyle skiing aerial skills national team that is likely to win gold. Now the most curious thing is that a small number of sponsors have a large number of sponsors, how many brands will really impress?
5. Su Bingtian became the spokesperson of Ellest
Overview of cooperation: On January 11, Wenzhou enterprise iRest announced that Su Bingtian became the spokesperson of the Elite brand. iRest specializes in massage chair products and is also the official supplier of the 2022 Hangzhou Asian Games.
Lazy Bear Summary: Su Bingtian has almost certainly competed in this year's Asian Games, and in the next half of the cycle, there will still be no less marketing activities about him.
6. Esports club BIG and Philips become partners
Type of cooperation: Club sponsorship
Overview of the partnership: On January 10, German esports club BIG announced a partnership with men's razor brand Philips OneBlade. For the new season 2022, OneBlade will be the new sponsor of the BIG League of Legends division and provide styling services to its players.
Lazy Bear Summary: The influence of e-sports is increasing, and consumer brands also need to connect young people through e-sports. For esports players, a more sunny, refreshing look can also solve a big problem on their road to superstardom.
7. Fnatic has partnered with L'Oréal Men
Overview of the partnership: On January 12, European esports club Fnatic announced a partnership with L'Oréal Men to produce content and activate products around the newly created "PrepToPlay" slogan, and L'Oréal Men's logo will also appear on the back of the Fnatic team uniform, becoming the only sponsor to be printed on the team uniform.
Lazy Bear Synopsis: Skincare and shaving again, esports players are moving from image to superstar.
8. Yang Yang became a global brand ambassador of Allianz Insurance
Overview of the partnership: On January 10, Allianz (China) Insurance Holdings Limited announced that Yang Yang, China's first Winter Olympic champion, became allianz's global brand ambassador and launched the "Ignite Confidence" Olympic-themed promotional film starring Ms. Yang Yang.
Lazy Bear Summary: Former IOC members endorse IOC TOP-level partners, and the matching degree is very high.
9. Dinwiddie became the spokesperson of the 361° brand
Overview of the partnership: On January 10, 361° announced that Spencer Dinwiddie, the main defender of the Washington Wizards, has officially signed as its brand spokesperson. He also became the brand's new NBA active professional basketball player to sign after Aaron Gordon.
Lazy Bear Summary: Domestic basketball shoe brands continue the good momentum after "Xinjiang cotton", and while domestic brands are more favored, the endorsement of top athletes is equally important.
10. TikTok has reached an official cooperation with the Non-FA
Type of cooperation: Event Sponsorship
Overview of cooperation: On January 6, the Confederation of African Football announced a partnership with TikTok. The partnership began with the Africa Cup of Nations on January 9, which was TikTok's first major brand collaboration in Africa. TikTok will provide pre-match and post-match content, and will also launch related challenge activities to provide fans with the opportunity to interact with the players.
Lazy Bear Summary: Short video platform involved in sports copyright, will this road go through in Africa first?
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