Yutang WEEKLY brings you weekly domestic and foreign sports marketing news.
What have happened in the sports marketing community at home and abroad in the past week? Yu Tang will take stock of the top ten cases for you and interpret them.
1. Gu Ailing became the spokesperson for Cadillac and Luckin Coffee
September 3 is the 18th birthday of Gu Ailing, a chinese skiing genius, and many companies she has cooperated with have expressed their birthday wishes through official channels. On the same day, she also received two special gifts. Well-known car brand Cadillac and chain coffee brand Luckin Coffee also officially announced the establishment of cooperation with Gu Ailing, and her personal endorsement lineup has added two powerful enterprises.
Following the establishment of cooperation with IWC, China Mobile and Bank of China in August, the skiing genius continues to demonstrate her strong commercial value. On the eve of the Beijing Winter Olympics, Gu Ailing has undoubtedly become the most commercially appealing athlete in the field of ice and snow sports.
At this point in time, major brands are actively exploring the possibilities of winter Olympic marketing and ice and snow sports marketing. As a two-gold medalist at this year's Freestyle Ski World Championships, Gu Ailing naturally has high hopes at the Winter Olympics, and in the business field, she is constantly setting new records.
2. Wu Lei signed an endorsement contract with the two brands
Recently, Wu Lei, who currently plays for La Liga Espanyol, has signed endorsement contracts with functional beverage brand Alien and men's care brands. He became alien hydration referral officer and rational brand ambassador, respectively. At an important node of the national football team's participation in the world preliminary round of the top 12, Wu Lei, as the star of Chinese football, has naturally become one of the important choices for corporate brand marketing.
Although the Chinese men's national football team has few outstanding achievements in recent years, the huge fan base of football in China determines that the value of the IP of the national football team cannot be ignored at any time, and Wu Lei is one of the representatives. In fact, for companies that want to promote their brands through Chinese football, it is a wiser choice to cooperate with athletes with a positive and healthy image like Wu Lei.
After the Tokyo Olympics, the commercial value of outstanding athletes ushered in a big explosion, and the market also ushered in a peak of commercial cooperation with athletes. In addition to the previously mentioned Gu Ailing and Wu Lei, Su Bingtian and Sun Yiwen have also become big brand harvesters, in addition, Olympic gold medalists Sun Yingsha and Lu Xiaojun have also won.
3. DigitalBits officially became a sponsor of Inter Sleeve
On September 2, Inter Milan officially announced that blockchain company DigitalBits has officially become the club's official sleeve sponsor, and the cooperation covers the club's first team and echelons at all levels, and DigitalBits has become the club's "official global cryptocurrency". In addition, under the operation of the DigitalBits Foundation, Zytara Labs, a blockchain product production company, has also become Inter's "official global digital banking partner". The founders of both companies are Al Burgio .Burgio.
Alessandro Antonello, CEO of Inter Milan, said: "We are proud to welcome Zytara as our new global partner and are delighted that Inter milan has officially joined the DigitalBits ecosystem and will also be our new sleeve sponsor. The agreement reflects Inter Milan's commitment to setting global standards for technological excellence. While digital-first experiences are critical for all sports clubs, our partnership aims even higher. By leveraging Zytara Digital Banking and blockchain technology, we will be able to enhance our reach globally for young and digitally savvy audiences. ”
Al Bourgio said: "Cooperation with the international, like their tradition, focuses on excellence. Our partnership will make Inter one of the most technologically advanced and forward-thinking clubs in the world. We are delighted to be working with the defending Serie A champions and a club with such a rich history. ”
4. UEFA renews its contract with Hankook Tire
UEFA has announced that South Korean tire technology company Hankook will continue to serve as a partner for UEFA club competitions in this sponsorship cycle from 2021 to 2024. Hankook Tire will be the europa league sponsor for the fourth consecutive time, with additional sponsorship rights to the Europa League. To date, in the long-term partnership, Hankook has provided exciting experiences for customers and fans, and created a unique memory of a lifetime for disadvantaged young people in Europe.
Guy-Laurent Epstein, UEFA's Director of Marketing, said: "Hankook has been an important partner of UEFA since 2012, showcasing some of the best activation and sponsorship content that supports UEFA. We look forward to working further with Hankook to develop new ideas for the upcoming Europa League and UEFA Cup seasons." ”
Lee Sang-hyun, General Manager of Hankook Tire Europe, said: "Sponsoring events and partnering with UEFA are both important components of Hankook's sports marketing strategy in the region. In addition to our other activities, I am particularly pleased that from the beginning of the new season we will be able to provide a memorable experience with the referee mascot for children from all over Europe. In addition, the introduction of our second brand, Laufenn, in UEFA club competitions will strengthen our relationship with UEFA and further increase Korea's brand awareness and recognition in the European market by sponsoring these two events. ”
5. Djokovic becomes hublot brand ambassador
Novak Djokovic officially joined the Hublot family as a brand ambassador team made up of sports legends such as Pele, Killian Mbappe, Usain Bolt and Dustin Johnson. Djokovic has proven himself to be the greatest tennis player of all time with his outstanding record day after day. In the future, Djokovic will work hand in hand with Hublot to share the wonderful time of tennis matches!
Djokovic said: "I aim to make tennis history and, driven by this ambition, to forge ahead in my sporting career. I am honored to have the opportunity to join the Hublot family and become a Hublot brand ambassador. Hublot's line-up of brand ambassadors is very strong, including sports legends such as Bailey and Usain Bolt who have a profound impact in their respective fields. Hand in hand with Hublot, we will create brilliant! ”
Ricardo Guadalupe, CEO of Hublot, said: "We are honoured to have joined the dazzling Hublot family, the great tennis player Novak Djokovic. He has successfully made tennis history with the spirit of 'dare to be a pioneer, unique, different', and this is exactly what our brand philosophy is. ”
6. Cryptocurrency trading platform Bitci becomes a global partner of FIBA
FIBA has announced an innovative global partnership with cryptocurrency trading platform Bitci for contract periods ranging from 2021 to 2023. FIBA sees blockchain technology as a new and unique way for fans to interact with the sport. The technology is also fully in line with one of FIBA's strategic priorities for 2019-2023, which is to expand the FIBA family by expanding partners and embracing new ideas. The partnership will go beyond the brand element and allow Bitci to develop and launch a dedicated FIBA fan token for FIBA's global fan community.
FIBA Secretary General Andreas Zagklis said: "FIBA is committed to expanding the basketball family and providing innovative opportunities for our members and fans. We believe that Bitci will provide a first-class product through the joint development of blockchain, dedicated FIBA fan tokens and non-homogeneous tokens (NFTs). Technology is a key driver of basketball, and partnering with Bitci will further strengthen our footprint and our direct interactions with fans. ”
Bitci CEO Altan Tan said: "Bitci is honoured to have this groundbreaking partnership with FIBA. This year, we have been expanding our partnerships around the world, but the partnership with FIBA has been a game changer for us. By providing security services in the blockchain industry, Bitci's commitment to the world of sports is demonstrated. We will strive to create a unique FIBA fan token that brings strong and sustainable value to fans. The future will prove that FIBA has chosen the right partner in the blockchain industry. ”
7. Amazon became the title sponsor of the League of Legends European Masters
E-commerce company Amazon became the title sponsor of the League of Legends European Masters summer 2021 event and 2022 season. According to the announcement, Amazon will partner with the European Masters to create a "unified shopping experience" for European fans. In addition, the partnership aims to make Amazon the "preferred e-commerce destination" for European Masters spectators.
Zeynep Gencaga, senior manager of commercial development for Europe, the Middle East and North Africa at Riot Games, said: "We are very excited to welcome Amazon to the European Masters, home to high-level competitions between European regional leagues, with a focus on rising stars across the region. We are very excited that a global brand like Amazon can be our first title partner for European events. ”
The partnership marks another milestone for Amazon in the gaming and esports industries. Previously, Amazon had partnered with Riot Games to give away League of Legends skin fragments through Prime Gaming and support the development of grassroots university esports tournaments across the UK and Europe.
8. AFC renews contract with financial services group Credit Saison
The AFC has officially announced a contract renewal with Credit Saison, Japan's leading financial services group, from 2021 to 2024. The expanded global sponsorship agreement includes world cup Asian qualifiers, the 2023 Asian Cup in China and other major national team competitions. As an AFC partner, Credit Saison will continue to bring exciting experiences to AFC national team fans in Japan and around the world.
AFC Secretary-General Windsor John said: "Credit Saison has been a staunch supporter of AFC and Asian football and we thank them for their continued trust and confidence in our games to expand their brand reach. "This renewal is once again a testament to AFC's attractiveness worldwide and status as a world-class event, and we look forward to working with Credit Saison to strengthen our connection with the millions of passionate supporters of Asian football."
Katsumi Mizuno, CEO and CHIEF Operating Officer of Credit Saison, said: "Our company works with local companies to provide financial products and solutions to underserved populations in eight countries around the world, primarily ASEAN countries. We will continue to support the economic development of the Asian region and the strong development of Asian football. ”
9.Xbox became the official game partner of the England football team
Microsoft console brand Xbox has announced that it has become the official gaming partner of the England national football team, which includes men's, women's and esports teams, as well as covering Wembley Stadium and St George's Park training ground. Xbox has committed to a grassroots gaming campaign with the FA to create exciting experiences for football and gaming enthusiasts across the country. Xbox has always championed the game's inclusiveness, ease of use and safety for all, and the FA has always been committed to ensuring that all English footballers, regardless of gender, gender, race, ability, creed or age, have a good experience. The partnership's slogan is: "When Everybody Plays, We All Win.".
Kathryn Swarbrick, FA Director of Commercial and Marketing, said: "We are delighted to partner with Xbox, a brand that aligns with FA values. The game is loved and welcomed by fans around the world and we see this partnership as an opportunity for all those associated with English football to take this relationship to the next level. ”
Marcos Waltenberg, director of global partnerships at Xbox, commented: "At Xbox, we work hard to remove barriers and let people experience the fun of gaming. Millions of people around the world find common ground by playing games and connect by playing football. In the FA, we see a powerful organization that has the same drive and ambition to empower people as we do in Xbox. ”
10. UFC renews contract with beer brand Modelo
Beer brand Modelo has renewed its long-term partnership agreement with the UFC, and the two sides also announced the launch of a new partnership program, "Rebuilding Together," which aims to boost gyms across the country and strengthen those communities. As part of the new partnership, Modelo and UFC will continue to create memorable experiences for their passionate, shared fan base through on-premises, digital and retail platforms.
Paul Asencio, senior vice president of UFC Global Partnerships, said: "UFC is delighted to expand its partnership with Modelo, an amazing brand with an unrivalled commitment to our passionate fan base. "We're excited to work together to revamp gyms in Cleveland, Austin, Seattle and Saratoga to inspire athletes and look forward to seeing the next generation of fighters come from these communities."
Greg Gallagher, Modelo's vice president of brand marketing, said: "Modelo and UFC fans know that it doesn't matter where you come from, what matters is what you're made of, and self-reliant people often have allies to support their success. "For many, this support comes from gyms that provide structures and safe shelters, which is why we are proud to partner with the UFC to reinvigorate these important pillars of community."
On September 10, 2021, Yutang Sports will launch the "Winter Olympics Marketing Resource Recommendation and Case Sharing Meeting"
On September 10, 2021, Yutang Sports will launch the "Winter Olympics Marketing Resource Recommendation and Case Sharing" to help enterprises interested in selecting resources, formulating plans and activating resources from different directions to find the best solution. In the next few weeks, Yutang Sports will sort out and classify the marketing resources and activation strategies related to the Winter Olympics, so stay tuned.
Yutang sports service content
In addition, Yutang Sports plans to hold the "Yutang Sports Marketing Conference" on October 22. On the one hand, the conference reviewed the excellent sports marketing events in 2021, and at the same time discussed the development and direction of the future sports marketing market; at a deeper level, Yutang Sports hopes to use this platform to create a sports marketing vane and make it a gathering place for the future of sports marketing.
The meeting is mainly divided into three parts.
The first part: sports marketing ideas discussion, the main proposition is the 2022 new sports marketing era: new breakthroughs and new opportunities.
The second part: resource promotion, mainly introduces the sports industry resources with high marketing value in 2022.
The third part: award exchange, Yutang Sports will launch the 2021 Yutang Sports Marketing Annual Awards Ceremony.
From now on, Yutang Sports will officially carry out the collection of relevant awards, and the recruitment of high-quality sports industry resources in 2022 will also be carried out simultaneously, and interested parties can contact Yutang Sports Consulting. In the future, Yutang Sports will also announce the specific award arrangements and resource docking rules, so please pay attention to it.
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