At the end of 2023, domestic and foreign sponsors have completed the signing of multi-year agreements, aiming for the next sports cycle such as the Paris 2024 Olympics and the European Championship.
In terms of digitalization, Formula E has established a partnership with China Media Group, and all 17 races in the new season will be broadcast live via CCTV5 or CCTV5+.
In terms of sponsorship, MLB has partnered with CounterFind, an online brand protection software company, to protect the intellectual property of MLB players, Orion Innovation has become Liverpool's official digital transformation partner, and Nestlé's Garden Gourmet has become an official partner of the Paris Olympics.
UEFA has announced that several of Unilever's nutrition and personal care brands are official sponsors of Euro 2024, FIBA has extended its global partnership with sports data company Genius Sports Limited until 2035, Toyo Tire USA has announced the renewal of a multi-year partnership agreement with UFC, and ATP has renewed its contract with athleisure brand Lacoste, which will continue to be the official apparel supplier for the ATP Tour from 2024 to 2026.
In China, Cornmax has become the official designated product supplier of Beijing Guoan, and also serves as the designated sponsor of its rehabilitation products;
In terms of personal sponsorship, Zhou Guanyu renewed his contract as an HSBC brand ambassador and will participate in Formula 1 for the third consecutive year in 2024. 361° signed Nikola Jokic as a global brand ambassador, and the two sides will also have a lot of cooperation in signed shoes, youth training and brand promotion.
The following are the important events related to sports marketing at home and abroad in the past two weeks.
1. Garden Gourmet, a vegetarian meat brand, has reached a cooperation with the Paris Olympic Games
Type of Cooperation: Event Sponsorship
Partnership Overview: On December 15, Nestlé's vegan meat brand, Garden Gourmet, announced that it has become an official partner of the Paris Olympic Games, with its chefs responsible for preparing and preparing 13 million meals in the main restaurant and competition venues of the Olympic Village, as well as serving volunteers and spectators.
Sloth Bear Synopsis: The Paris Organising Committee expects that 60% of the food served at Paris 2024 will be vegetarian. In addition, 80% of the dishes will be made with local French ingredients, aiming to minimize the carbon footprint of the Games.
2. Toyo Tire renewed its contract with UFC
Type of Cooperation: Event Sponsorship
Partnership Overview: On December 14, Toyo Tire America and UFC announced the renewal of a multi-year partnership agreement that will see the former gain exposure at every UFC event held in the United States. In addition, the two companies will continue to collaborate on the development of original content, which will be distributed through the UFC's digital and social platforms.
Lazy Bear Synopsis: The partnership began in 2006, and Toyo Tire is now the longest-running sponsor of the UFC.
3. Goodfeli Health Technology Group strategically invested in Rolling Stone Fitness
Type of cooperation: strategic cooperation
Cooperation Overview: On December 15, Goodfeli Health Technology Group signed a strategic agreement with Shenzhen Rolling Stone Fitness Club Co., Ltd. at its headquarters in Shenzhen, under which the group will invest in Rolling Stone Fitness and will soon have full operation and management of some of its stores.
Summary of the Lazy Bear: In 2023, Goodfeli Health Technology Group's sub-brands such as Goodphili Fitness, mYSTEPS, V CLUB, and Cashui will open new stores in Shenzhen, and in addition, it will also carry out mergers and acquisitions, acquisitions, and takeovers for long-established fitness brands in Shenzhen.
4. Formula E has established cooperation with China Central Radio and Television
Type of cooperation: Digital
Partnership Overview: On December 15, Formula E announced a long-term media partnership with China Media Group (CMG), PR Newswire reported. All 17 races of Formula E Season 10 will be broadcast live via CCTV5 or CCTV5+.
Lazy Bear Synopsis: Formula E will be racing its first doubles race at the Shanghai International Circuit on 25-26 May 2024. On September 13, 2014, FE was held in Beijing for the first time. ERT Racing and Envision are currently competing in Formula E as two Chinese teams.
5. FIBA renewed its contract with Genius Sports until 2035
Type of Cooperation: Sponsorship
Partnership overview: On December 13, FIBA officially announced the extension of its global partnership with sports data company Genius Sports Limited until 2035. Genius Sports will provide technical support for FIBA's global leagues and national basketball associations in the data and video ecosystem.
Lazy Bear Feed: Since 2004, Genius Sports and FIBA have provided FIBA LiveStats and FIBA Organizer to more than 200 leagues and national basketball associations around the world, helping to collect real-time data on official matches and drive digital transformation at all levels.
6. Zhou Guanyu renewed his contract as HSBC's brand ambassador
Type of cooperation: Individual sponsorship
Partnership overview: On 18 December, China's first F1 driver, Zhou Guanyu, announced a contract extension with HSBC China, with the former continuing to serve as HSBC's brand ambassador. In 2024, Zhou Guanyu will appear in F1 as an "HSBC brand ambassador" for the third consecutive year, and the two sides have held hands for the third time.
Lazy Bear Synopsis: Zhou Guanyu has now renewed his contract with Alfa Romeo F1 Team and will become the first homegrown F1 driver to compete in China. The local battle is imminent, and Zhou Guanyu's commercial value will also be further demonstrated.
7. FIFA renewed Panini's contract until 2030
Type of Cooperation: Event Sponsorship
Partnership Overview: On 15 December, FIFA renewed its long-term partnership with star card publisher Panini, who will continue to be the exclusive partner of FIFA's official stickers, trading cards, games and digital collectibles. According to SportsPro, the latest agreement covers the 2026 and 2030 Men's World Cup, the 2027 Women's World Cup, and other FIFA competitions and events.
Lazy Bear Synopsis: According to Sportcal, the partnership began at the 1970 World Cup in Mexico and has now lasted for 50 years. In addition, FIFA has just renewed its sponsorship agreement with Qatar Airways, which has also been extended until 2030.
8. Qatar Airways became the official global partner of the AFC
Type of Cooperation: Event Sponsorship
Overview of cooperation: On December 18, Qatar Airways Group and the Asian Football Confederation announced the establishment of a global partnership. The partnership will run from 2023 to 2029 and will kick off with the 2023 AFC Asian Cup in Qatar, which will be held on January 12.
Lazy Bear Synopsis: In addition, the sponsorship agreement includes the 2027 Saudi Arabian AFC Asian Cup, the 2026 Women's Asian Cup, the 2024 Qatar AFC U23 Asian Cup, the 2024, 2026 and 2028 AFC Futsal Championships, as well as all AFC Youth National Team events held during the partnership.
9. Luzhou Laojiao and the Australian Open reached a five-year strategic cooperation
Type of Cooperation: Sponsorship
Cooperation Overview: On December 18, Luzhou Laojiao officially announced the continuation of the world's only liquor partnership with the Australian Open. The partnership will continue until 2028, and Luzhou Laojiao has become a co-sponsor of the Australian Open and an official partner of the Australian Open.
Lazy Bear Synopsis: In addition, the Australian Open Asia-Pacific Wild Card Tournament will be held in Chengdu, Sichuan, and more Chinese tennis forces will enter the international stage of the Australian Open through the Wild Card Tournament.
10. iQOO became the official market partner of NBA China
Type of Cooperation: Sponsorship
Cooperation Overview: On December 25, the iQOO x NBA China signing ceremony was held at vivo's global headquarters, and the two parties jointly signed a market cooperation agreement, and iQOO and NBA China officially became official market partners. The upcoming iQOO Neo9 series will also serve as the official phone of the NBA China.
Lazy Bear Synopsis: As early as 2016, vivo invited Stephen Curry as a brand ambassador and also launched NBA custom models.