In the world of athletic competition, every game is full of uncertainty, and every championship is a climactic moment that spectators and athletes alike look forward to. However, on August 4, 2024, a table tennis World Cup women's singles final that was supposed to be full of surprises and excitement was overshadowed by a mistake by a well-known dairy company. Before Sun Yingsha won the championship, Yili Group exposed an advertisement celebrating her victory on the big screen in Sanlitun, Beijing, which caused widespread controversy and discussion. The incident not only raised questions about business practices, but also cast a shadow over the fairness and mystery of sports competition.
The course of the incident can be said to be a typical case of "poisoned milk". The so-called "poisoned milk" refers to the situation in which a victory is predicted or celebrated in advance before the results of a match are announced, and the result is a defeat. Although Sun Yingsha did win the competition in the end, Yili's behavior was undoubtedly an improper presupposition of the outcome of the competition, which may not only cause psychological pressure on the athletes, but also undermine the fairness of the competition and the spectators' viewing experience to some extent.
Yili Group responded quickly after the incident and issued an apology announcement. The announcement explained that in order to ensure that the joy was shared as soon as possible after the game, the company tested the effect of the large screen in advance, but accidentally led to the inappropriate exposure of advertising materials. This explanation, while plausible, still struggles to silence public skepticism. After all, in sports, any form of "early celebration" is not allowed, let alone the public promotion of a commercial brand.
The incident provoked deep reflection on the relationship between commercial sponsorship and sportsmanship. In the modern sports industry, commercial sponsorship undoubtedly plays an important role, providing the necessary financial support for athletes and events. However, when business interests collide with sportsmanship, striking the right balance becomes a tricky one. Yili's mistake this time just exposed this contradiction and sounded the alarm for the entire sports industry.
From a marketing point of view, Yili's approach can be understood as a "first-time" strategy. In a fiercely competitive market, brands often need to grab the public's attention in the first place to get the most exposure. However, this strategy is clearly not applicable in sporting events. One of the charms of sports is its unpredictability, and any attempt to undermine that unpredictability can cause resentment. Yili's mistake not only failed to achieve the expected marketing effect, but also had a negative impact on the brand image.
For athletes, such an event will undoubtedly cause additional psychological stress. Imagine how Sun Yingsha would have felt if she had seen this ad before the competition. Celebrating too early can increase the psychological burden on athletes and affect their performance on the field. Although top athletes usually have a strong mental quality, this interference from external factors should still not exist.
From a broader perspective, this incident also reflects the challenge of how to protect the fairness and mystery of sports competitions in today's highly developed information world. In the age of social media and instant messengers, any message can travel across the globe in an instant. This requires the tournament organizers and relevant parties to handle information more carefully to ensure that the fairness of the competition is not compromised due to negligence.
Yili's mistake is also a wake-up call for other brands. When marketing sports, brands need to be more cautious, fully consider the spirit of sportsmanship and the rules of the game, and avoid undermining the fairness and viewing experience of sports for commercial gains. At the same time, this also reminds the advertising platform to strengthen the review mechanism to avoid the recurrence of similar incidents.
Although this incident ended with Sun Yingsha's success in winning the championship, the discussion and reflection it triggered are still worthy of our attention. It not only touches on the relationship between business and sports, but also touches on issues such as professional ethics, information management, crisis public relations, and so on. For Yili, this is undoubtedly a painful lesson, but it is also an opportunity to improve internal management and enhance brand image.
Overall, although the "poisoned milk" incident was caused by a simple operational error, the problems it reflected were profound and complex. It reminds us that while pursuing commercial interests, we must not forget to respect the spirit of sportsmanship and protect the fairness of the game and the rights and interests of spectators. Only by striking a balance between these aspects can the sports industry develop healthily and sustainably, and commercial sponsorship can play its due positive role. We look forward to seeing more rational and responsible sports marketing cases in the future, so that sportsmanship and business interests can truly achieve a win-win situation.