Recently, Jiao Jingjing posted a video on social media to publicly express her dissatisfaction with the Lanzhou Marathon registration rules.
In this video, Jiao Jingjing describes in detail how she tried to secure a place in the tournament through various means. She tried to contact the tournament agent to get a special invitation, but for various reasons, she couldn't get her way.
She then tried to secure a spot by purchasing a package at the tournament's partner hotels, but this failed due to brand competition and complicated terms of the partnership.
Eventually, Jiao secured her spot in the competition through a partnership with sponsor Combit, but she was asked to sign a pledge not to wear any competing brand of equipment on the day of the competition.
Jiao Jingjing was very disappointed by this whole process, and she expressed strong dissatisfaction with the current way of allocating places and the fierce competition for brands.
As soon as this incident was exposed, it immediately aroused widespread public attention and heated discussions. The social media discussion board quickly flooded with comments and opinions about the incident, with many netizens expressing sympathy for Jiao's quiet situation, and saying that event organizers and brand sponsors should be more transparent and fair in handling athletes' participation conditions and sponsorship matters.
There are also voices that Jiao Jingjing once benefited from the rules of competing products, winning bonuses and reputation in Ranma, but now after endorsing other brands, he accuses the rules of being unfair.
The incident has also caught the attention of some legal experts and sports commentators, who have published in-depth analyses of sports sponsorship and brand competition in major media outlets and forums.
In the face of widespread criticism from society, Combit had to come forward to respond.
They clarified that the pledge was not an official request from the marathon, but a rule they had unilaterally made to protect the interests of the brand. Due to poor communication, Jiao Jingjing caused misunderstanding, for which I sincerely apologize to the public. Subsequently, Jiao Jingjing also deleted the relevant video.
Brand competition in a marathon is not only about commercial sponsorship, but also has a direct impact on the experience of athletes and spectators. Brand competition is particularly evident in domestic marathons.
In order to increase their visibility and market share, many brands have invested heavily in sponsoring events, hoping to establish a professional image of their brands.
But this competition often sets off a chain reaction, with sponsors' brand exclusivity agreements increasingly imposing restrictions on athletes in recent years. The previous incident of Jia Orenga losing his place in the Beijing Half Marathon was also caused by the exclusive brand of the sponsor.
Compared with major international marathons, such as the Boston Marathon or the Berlin Marathon, although there are many sponsors, there are relatively few brand restrictions on athletes. Such a strategy not only ensures the freedom of choice of athletes, but also maintains the fair competition and independence of the event.
International marathon sponsorship often focuses on the integration of brand and sports culture, rather than just focusing on commercial exposure.
This incident not only revealed the problems of domestic events, but also called on event organizers and brand owners to consider the spirit of sportsmanship and the nature of the event while pursuing commercial interests.
Event organizers and sponsors need to clearly define and disclose competition rules to avoid ambiguity or unfairness in the conduct of the competition. Combit requires athletes to sign a pledge without clear notice, which is not conducive to maintaining the positive image of the sponsor itself, but also undermines the credibility of the event.
Sponsors and event organizers should pay more attention to the interests and experience of athletes while considering brand promotion. The rules of competitive competition should fully take into account the situation of the athlete, minimize restrictions on their competition status and personal choice, and protect the rights and interests of all relevant parties in a fair and reasonable manner.
Event organizers and sponsors should not only protect the rights and interests of brands, but also respect and protect the rights and interests of athletes, and conduct the competition in a more open and transparent manner.
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