As the new season of F1 continues, this traditional racing event, which relies to some extent on documentaries to break the circle, has recently announced new head sponsors and host cities. The influence of the head event IP is still hot, and top resources such as the Olympic Games, Barcelona, and AC Milan have also officially announced new cooperation categories.
In China, in addition to the sponsorship of Olympic champion Gong Lijiao and the Asian Cup champion Chinese women's football team, the Beijing Guoan Club of the Chinese Super League also received sponsorship from new energy vehicle brands "unexpectedly". 361° children have reached a cooperation with the jump rope national team, and for sports brands, perhaps children's clothing is the next battleground.
Here are some key examples from the sports marketing space over the past two weeks:
1. Deloitte became the IOC TOP partner
Type of cooperation: Sponsored by the Association
Cooperation summary: On April 8, Beijing time, Deloitte Touche Tohmatsu officially announced that it has become the world's top partner of the International Olympic Committee, and the signing period is 10 years.
Lazy Bear Summary: Deloitte and professional sports have a long history of cooperation. The IOC's hand in hand this time shows the importance the IOC attaches to the strategic roadmap, the 2020+5 Olympic Agenda and other plans.
2. Salesforce becomes an F1 global partner
Type of cooperation: Event Sponsorship
Cooperation overview: On April 5, Beijing time, Salesforce, the world's leading customer relationship management company, announced that it has become a global partner of F1, and the two sides have signed a five-year contract.
Lazy Bear Synopsis: Another global technology brand has established a partnership with F1. For F1, after the increase in the number of users, more professional tools are also needed to help with fan operations.
3. The Las Vegas Grand Prix became the third stop in F1 in the United States
Type of cooperation: Event signing
Cooperation overview: On March 31, Beijing time, F1 officially announced that the Las Vegas Grand Prix will join the F1 calendar in 2023, and the two sides signed a three-year contract.
Lazy Bear Synopsis: Since Liberty Media Group took over, F1's influence in the United States has continued to heat up. From no races in the United States in 10 years to three races a year, new commercial forces are re-embracing this traditional racing event.
4. Gong Lijiao became the ambassador of Dove brand attitude
Type of cooperation: Endorsement
Overview of the partnership: On April 6, Unilever's brand Dove announced that it had signed women's shot put Olympic champion Gong Lijiao as an ambassador for the brand attitude.
Lazy Bear Summary: Signing the first Olympic athletics champion in Chinese athletics is not only the best praise for the champion athletes, but also the embodiment of the brand's mining of the commercial value of the athletes off the field.
5. Sportify became a chest advertiser for Barca's new season
Type of cooperation: Club sponsorship
Cooperation overview: On April 3, Beijing time, Barça Club announced that it has reached a cooperation agreement with Spotify for a period of 4 years. Spotify has been a chest sponsor of Barça's men's and women's teams since the 2022-23 season and has become the club's official audio streaming partner.
Sloth Bears Synopsis: Spotify has a long history of interest in professional sports, followed by rumors of an acquisition of Premier League Arsenal clubs. This cooperation with the head resource Barca once again shows their determination to gain the attention of the sports population.
6. Konami became AC Milan's first official training apparel partner
Overview of cooperation: On April 7, Beijing time, ITALIAN AC Milan Announced a long-term partnership with Konami Digital Entertainment, which will become the first official training clothing partner in the history of Milan Club. The cooperation will be implemented from July 1, 2022.
Lazy Bear Synopsis: For Milan Club, this is a new sponsorship category development and successful sale in the history of the team; and for Konami, a top club like Milan is also an important IP they hope to fight for in the process of game development licensing.
7. 361° children signed a jump rope national team
Overview of cooperation: Recently, 361° Children signed a contract with the National Jump Rope Promotion Committee of the Social Sports Guidance Center of the General Administration of Sport of the People's Republic of China and became the official partner of the Chinese Jump Rope National Team.
Lazy Bear Summary: With the introduction of educational equity reform policies such as double reduction, more and more sports brands have also begun to pay attention to the track of children's clothing.
8. Xinri became the official partner of the Women's Super League and the Women's League
Cooperation Overview: On April 2, the Chinese Football Association Women's Super League, Women's League A and Xinri Electric Vehicle Signing Conference was held in Haikou. Xinri officially became the official partner of the two professional leagues of the Chinese women's football team.
Lazy Bear Summary: Since the Chinese women's football team won the Asian Cup at the beginning of the year, sponsorship around the national team and league has continued. For the Chinese women's football team, which is preparing for the Asian Games and the Women's World Cup, more commercial support will be an excellent boost.
9. Jihu Automobile and Beijing Guoan opened brand cooperation
Cooperation overview: On April 9, Beijing time, the new energy vehicle brand Jihu Automobile and the Beijing Guoan Club of the Chinese Super League held a press conference to officially open brand cooperation.
Lazy Bear Summary: For members of the struggling Chinese men's professional football league, any cooperation at this stage is not easy. It is not only a support for the team, but also a recognition of the brand that has been operating for nearly 30 years.
10. Microsoft signed with WNBA team Atlanta Dream
Cooperation overview: On April 5, Beijing time, Microsoft announced a multi-year partnership with WNBA team Atlanta Dream. The two sides hope to jointly create a women's sports league through technology.
Lazy Bear Summary: At a time when equal rights has become an important social issue, it is a good choice to reflect the brand's sense of social responsibility through sports marketing.
Disclaimer: This article is original by Lazy Bear Sports and may not be reproduced without authorization.