Endorsement of Prada, the total number of sponsors is strongly crushed! The Chinese women's football team has exploded the men's football team
When the women's football team officially announced the cooperation with Prada, netizens said that this brand was chosen correctly, and this cooperation, once announced, quickly fermented in terms of traffic, word of mouth and economic effects, it can be said that at the beginning, the brand won. With its excellent results and the spirit of "sonorous roses" created by years of hard work, women's football has long been deeply rooted in the hearts of the people. With the advent of multiple competitions, women's football will surely win more attention, which is what brand sponsorship wants to see. The women's football team also won respect with its performance, and at the sponsor level, the Chinese men's football team was completely destroyed.
Written by/Yu Ruiyin
After experiencing the painful lesson of "collapse" of many endorsement stars such as Zheng Shuang, Li Yifeng, Cai Xukun, etc., high-end luxury brand Prada finally bet on the right treasure in China this time.
Since the official announcement of a new cooperation with the Chinese women's football team on the afternoon of July 10, Prada has received a number of hot searches and almost all praises, and the company's rise after the opening of the Hong Kong stock market on the 11th once exceeded 6%, and the flow, word of mouth and economic benefits accumulated in just 24 hours. Although to judge the effect of women's football and Prada holding hands, it is better to "let the bullets fly for a while", but such a hit in the sports marketing industry has not been seen for a long time.
Prada officially announces "standard photo" of cooperation with Chinese women's football
The timing of the official announcement is also just right, because the Chinese women's football team announced the 23-man squad for this World Cup last week, and all the players have arrived in Australia for final preparations. As the champion of last year's Women's Asian Cup, the Chinese women's football team is in the same group stage as the new European champion England, and the clash between the two finals will surely attract attention. In the past 30 years, the title of "sonorous rose" has been deeply rooted in the hearts of the people and has become a memory of the times, and Prada this time threw out the theme of "The woman who wears Prada - fortitude and softness, it is her", in addition to the charm of sports and hard work on the field, it is committed to "creating a new modern style for the team outside the green field".
The women's team will wear Prada to the tournament
This is not the first time Prada has bonded with Chinese athletes. Men's table tennis captain Ma Long previously served as Prada's brand ambassador, and before last year's Beijing Winter Olympics, the brand also invited Yang Shuyu, Gong Lijiao, Li Zhixuan and Xiong Dunhan, four athletes who participated in the Tokyo Olympics, to shoot fashion blockbusters in the spring/summer 2022 collection, and Yang Shuyu became the new brand ambassador in May this year. However, signing the national brand team is a new attempt for Prada.
Compared with the still fermenting Cai Xukun's negative public opinion, the new endorsement group of Chinese women's football has a very high insurance coefficient for the brand, and from this year's World Cup and Asian Games, to next year's Olympic Games reaching a climax, and then extending to the 2026 Asian Cup and starting a new cycle, long-term stability, and large-flow events. With the women's football team as a basis for many years of recognition by fans across the country, the results of the competition are the icing on the cake, and Prada can easily "win".
The Women's World Cup is just around the corner, and the girls are already in Australia to begin their final preparations
In fact, this is not the first time that brands have "betted" on Chinese girls to succeed. In the women's basketball Asian Cup that just ended, because the "fearless Cam Ranh" Chinese women's basketball team won the cup again after 12 years, including Nike, China UnionPay, Luckin Coffee, TCL, Yibao and other 9 well-known brands have gained enviable traffic and volume, among which Luckin Luckin only "pressed the whistle official announcement" 1 day before the start of the game, which can be called a stroke of God. Next year, as the Asian Cup champion and World Cup runner-up in the Paris Olympics, the brand that was waiting and watching but did not catch the bus of the Chinese women's basketball team will not be able to climb high in the future.
To what extent is it exaggerated? In addition to the common jersey advertising space such as chest and trouser legs, this time there is even an extra piece of blue plaster under the number on the back of the Chinese women's basketball team uniform. At first glance, that is also an endorsement!
The traffic effect of the women's basketball team is significant, and even the advertising space under the number behind the jersey is very sought-after
This is of course a good thing for the women's basketball girl, after all, the better the results, the more care the brand will have - this iron law has finally been verified in the three major ball fields where the phenomenon of "unequal pay for equal work" still exists. There are 9 women's basketball teams, and there are as many as 14 sponsors of women's football, and 8 brands have reached cooperation with women's football in the past three months. Under the official poster of the previously officially announced World Cup lineup, the sponsors listed by the women's football team include: 6 "China Team Official Partners" (Nike, China Ping An, etc.), 1 "China Women's Football Comprehensive Strategic Co-construction Partner" (Alipay), 8 "China Women's National Football Team Partners" (Roewe, Jinluo, etc.), a total of 15. However, according to media research, the partnership between Xiaohongshu and the women's football team has expired, but part of the rights and interests have not yet ended, so 14 have been calculated.
In contrast, the Chinese men's football team, through the information disclosed on the official website of the Chinese Football Association, only 2 "China Team Official Senior Partners", 2 "China Team Official Partners" and 3 "China Team Official Suppliers" are listed, a total of 7. These are actually shared by men's and women's football. In other words, no brand is willing to "pay" for men's football alone. Compared with the previous Chinese Super League Golden Yuan era, the income level of male football players taking the lead in connecting with the world level, the "gold-absorbing" level of the men's national team is really a bit shabby.
Below the poster is a genealogy chart of various sponsors of the Chinese women's football team, a total of 15 (1 of which has expired)
This is also the true embodiment of the law of the jungle in competitive sports. From another point of view, watching women's basketball and women's football girls squeeze economy class and eat foreign fast food for many years, the league income has no advantage over the industry engaged in by "ordinary people" or even far from it, and the problems such as injuries, rehabilitation and career planning after retirement are not guaranteed, which is particularly distressing. It is the simple wish of many people to let these girls who choose to dedicate their youth to the arena and win gold and silver for the country increase their income at the peak of their sports careers.
Compared with before, this group of "excellent students" is indeed receiving more and more real money rewards. Taking the women's basketball team as an example, because the Asian Basketball Federation only awarded trophies to the champion and did not set cash rewards, the WCBA's Sichuan Yuanda Meile Basketball Club immediately issued an announcement and decided to give Han Xu, Li Meng, Wang Siyu and Gao Song 500,000 yuan each who traveled with the national team. The same is true for women's football, FIFA has expanded the total prize pool of this year's Women's World Cup to $152 million, according to the distribution of prize money at all levels, our women's team members will be rewarded with at least $30,000 per person even if they only complete the group stage - although it is shabby than the tens of millions of dollars worth of men's football players, but at least they can use this money to be better for themselves.
In addition to the bonus within the system, the financial and other resources provided by the increasingly large sponsor team is also one of the guarantees for the long-term healthy development of the women's football project. Of course, sponsors are not the "gold owners" of one-way output, the key is to value the competition achievements, mental outlook and traffic effects recognized by our girls for the national fans for a long time, and seek the greatest common divisor with their own brand positioning, so as to form a long-term, mutually beneficial and communicable overall brand marketing plan. Otherwise, why can we easily shout "why can Chinese women" when the women's basketball team wins the championship, but often run out of words when it comes to praising the men's national team?