The 2022 Beijing Winter Olympics are in full swing, and the sports elites of various countries have dedicated one wonderful game after another.
At the same time, everyone's eyes can't help but focus on brand sponsorship behind athletes.
In various sports events, brands through sponsorship, signing endorsements and other ways to do promotion is not a new thing.
The sponsorship level of the Sponsorship Plan for the Beijing Winter Olympics is divided into four levels, which are set in turn as follows:
Tier 1: Official Partner
Tier 2: Official Sponsor
Tier 3: Official Exclusive Supplier
Tier 4: Official Suppliers
There are 11 official partners for the Beijing 2022 Winter Olympics
Bank of China, Air China, Yili Group, ANTA, China Unicom, Shougang Group, PetroChina, Sinopec, State Grid, Chinese Insurance, China Three Gorges
There are 11 official sponsors of the Beijing 2022 Winter Olympics
Tsingtao Beer, Yanjing Beer, Arowana, Shunxin Agriculture, Cultural Investment Holdings, Bei'ao Group, Hengyuanxiang, Qianxin, Ape Counseling, Yum China, Panpan Food
Beijing 2022 Winter Olympics Official Exclusive Suppliers A total of 10 companies:
EF Education, iFLYTEK, China Post, Huayang Lianzhong, Snickers, Airport Hongyuan, Sankeshu, Host, Liangye, BOSS direct employment
Beijing 2022 Winter Olympics official suppliers A total of 13 companies:
PwC, Suirui Group, Kingsoft Office, Yishi Technology, Gehua Cable, Hebei Radio and Television, Fengyuan Biological, Qisheng Technology, Temple of Heaven Furniture, Shijiazhuang Banknote Printing, Shuhua Sports, Nobel Tiles, Dongpeng Tiles
The eye-catching performance of the star players has brought considerable traffic to their endorsement companies.
Among them, Gu Ailing's many endorsement companies are the most eye-catching. Up to now, Gu Ailing has signed contracts with nearly 30 brands, involving communications, automobiles, FMCG, sports and other industries.
The brands that signed contracts with Gu Ailing in advance, with Gu Ailing's winning the championship and occupying multiple hot searches, are happy to receive a wave of traffic heat.
There are ice and snow sports and personal characteristics in the publicity angle, such as ANTA, Yuanqi Forest, etc.
There are also those who simply attract heat with star images, such as JD.com, Cadillac, Luckin, three trees, etc.
In addition, the surrounding areas of the Winter Olympics have also ushered in hot sales.
The hot mascot "Ice Pier" has become the "new favorite" of athletes and the public, and has reached the point where a "pier" is difficult to find.
After the opening ceremony of the Winter Olympics, the majority of netizens ridiculed it as a "down jacket exhibition", which also drove the hot sales of a number of down jacket brands.
Brands such as ANTA, Archaeopteryx, lululemon, Ben Sherman, Ralph Lauren, Le Coq Sportif, ICEPEAK, ZASPORT and other brands have become the focus of the conversation, and the stock prices of many companies have also risen.
Judging from the market trend in the past year, the strength of seeking athlete endorsements versus seeking celebrity endorsements is gradually emerging.
The first is the price.
The annual cost of endorsement of A-list stars is generally in the tens of millions, or even higher.
The endorsement fees of top athletes are only 2 million to 3 million yuan, but their suction ability is rising and their audience is wider.
The second is stability.
Last year, many celebrities "collapsed", causing no small loss to the enterprise.
Athletes are strictly managed, their professional style is more standardized, they meet the requirements of the regulatory authorities for public morality, and the risk is far lower than that of stars.
For companies that value cost and risk prevention and control, it may be better to look for athlete endorsements next.
(Original: One Knife)