As we all know, any game that attracts international attention from the World Cup, the NBA, down to the Super Bowl, if the brand wants to be exposed in it, it must be sponsored, which is also an important way for the events to be sponsored, but there are brands, the sword is on the peak, with the "original intention" of cost saving, it is hard to "save the country from the curve".
Julia Marino became the first American snowboarder to win a medal at the 2022 Beijing Winter Olympics, but she unexpectedly withdrew from another competition, in part because the IOC disagreed with her logo at the bottom of her snowboards – earlier, she wore the endorsement brand's Prada helmet that was covered by the IOC, because Prada is not one of the IOC sponsors - Prada is the luxury brand that wants to wipe the edge but save costs. However, this time the abacus can not be dialed, luxury brands sponsor celebrity endorsements, there will be many crises to make its wishful thinking can not be played!
Winter Olympic ski silver medalist Julia Marino was asked to cover the bottom of the Prada logo board with paint,
The IOC pointed out that Julia Marino's skis were not produced by sporting goods companies, which violated Olympic rules, requiring her to cover the Prada classic red line trademark or disqualify her, to which the U.S. Olympic Committee once defended that Marino was no different from other players who used brands such as Roxy and Burton, but to no avail.
Prada is not a sports brand.
As a result, Julia Marino finally covered prada's trademark with paint, but on February 14, she fell and injured her coccyx while practicing, so Julia blamed the IOC for everything, saying that the IOC asked her to cover the bottom of the board with paint, which caused her an accident. Marino went on to explain that applying paint on the skis had a great influence on her: "The bottom of the ski has a critical effect on speed, there should be no other material on the board except for the waxy layer itself, and writing on it with a signature pen has ruined the role of the ski." ”
Well, you can completely swap for other skis.
Invisible fashion brand sponsorship crisis
Despite Julia's sophistry, the IOC will press at the last minute to cover the brand by disqualifying its members. In the end, everything is a money word, in fact, the brand sponsorship spokesperson has a publicity effect, which is indeed a double-sided blade.
Prada is probably the least likely to pick a spokesperson among all luxury brands, and the most well-known is its spokesperson, Zheng Mou, who was removed from the fashion circle due to the DY storm only a week after the endorsement was announced, so that PRADA had to terminate the contract.
Brands looking for celebrities and celebrity endorsements are for the purpose of "showing their faces", but once they are prosperous, the spokesperson accident will also affect the brand. Counting back to the early years, for example, Levi's once selected Ke Zhendong as the spokesperson for 2012, but he was accused of drug abuse that year, and the brand not only lost its image, but also lost the endorsement fee. The industry estimates that the direct or indirect losses caused by the brands affected by Ke Zhendong's drug scandal in that year were calculated as more than one billion yuan.
Wang Lihong recently succeeded in becoming the shortest-lived car spokesperson in history.
The private life of celebrities is in crisis, and in general, sponsoring athletes has great credibility, natural effects, and is easy to accept. The commercial nature of sports sponsorship marketing is not so obvious, which can leave a deep impression on consumers and can have a subtle impact on product sales. The communication object is wide-ranging and targeted, which is originally a good marketing method, but unexpectedly there is also competition in sponsorship marketing, Prada or don't save money, join the sports brand camp, and expose it openly.