Yutang WEEKLY brings you weekly domestic and foreign sports marketing news.
Yu Tang Sports Note:
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. Bai Jingting became the global spokesperson for the promotion of ANTA basketball
ANTA announced that Bai Jingting has become the global spokesperson for the promotion of ANTA basketball, and will work with him to create a basketball and sneaker culture that represents China. At the same time, the release of the official theme film, through Bai Jingting's dialogue with basketball fans of different identities, conveyed that even if there is no court, no audience, no opponent, no talent, no conditions, as long as you like it, basketball is not the "spirit of equality" that does not pick people, the boundaries of the sportsmanship are constantly expanding, condensing the attitude of more young generations, and growing up with China's basketball culture.
Anta basketball has been moving frequently since last year. On the one hand, in the NBA, the highest competitive level of basketball, ANTA opened the "Z-up" plan, signing new generation players including Diallo, Moore, Strus, Achuva, Caruso, Wiseman and other players to create a new star matrix; on the other hand, Anta Basketball's high-quality spokesperson Thompson will return in this season, and ANTA will also show greater imagination in the basketball sector.
At present, in terms of entertainment artists signing endorsements, ANTA has artists such as Wang Yibo, Bai Jingting, Chen Feiyu, Guan Xiaotong, etc., and in the professional sports sector, ANTA, which holds many Olympic champion resources, also continues to emphasize professionalism. In Yu Tang's view, the reason why ANTA continues to exert efforts in the entertainment field is mainly based on the consideration of attracting young consumers, especially female consumers. We found that after an official announcement of the cooperation between ANTA and Bai Jingting, many young female fans expressed support for this.
2. Abbott became the official health nutrition sponsor of Real Madrid
La Liga Real Madrid has signed a cooperation agreement with Abbott, which will become the club's official sponsor of health nutrition and a global partner of the Real Madrid Foundation for the next three years. The partnership includes educational, sports and social welfare activities to help children in crisis in 80 countries. Abbott will also work closely with the club to advance innovative research, the development of new ingredients and products as part of providing nutritional support for men's, women's and youth teams.
Emilio Butragueño, Real Madrid's director of institutional relations, said: "Through the work of the Real Madrid Foundation, we are not trying to train the next footballer, our goal is to train the next engineer, scientist or lawyer. In partnership with Abbott, the world's leading nutrition expert, we can help children around the world live healthier lives."
Daniel Salvadori, Executive Vice President of Abbott Nutrition, said: "Abbott and the Real Madrid Foundation share a common goal: to improve the nutrition of children around the world, make them healthier and reach their potential. By uniting our collective strength, we will be able to reach more people and have a greater and more lasting impact on the lives of thousands of children around the world. ”
3. HSBC will extend its title sponsorship contract with the BWF World Tour for one year
The BWF has confirmed a one-year extension of its partnership with HSBC, which will continue to be the title sponsor of the BWF World Tour. This season's BWF World Tour will conclude with three Asian events in Bali, Indonesia, with the BWF World Tour Finals taking place from 1 to 5 December. Affected by the epidemic, the world badminton league system has been disrupted in the past two seasons, and the two sides are looking forward to a successful 2022 season.
In a statement, the BWF said: "The global impact of the coronavirus pandemic means that it is necessary for the BWF to extend its hosting contract for one year. The BWF would like to thank HSBC for its continued commitment to the HSBC BWF Tour and the global promotion of badminton. HSBC said it would "look forward to a bumper harvest for the 2022 season" to take the tour to the next level.
HSBC has been a major player in the sports sponsorship market and has established a long-term, friendly partnership with the BWF. In addition to this time, HSBC also has a strong presence in the golf sector, especially in the Asian market. It is also a sponsor of Tottenham Hotspur in the Premier League, engaging fans through a range of events, including co-created digital events, working with the club to enhance their presence in the local community.
4. TikTok became a sponsor of the NHL Toronto Maple Leaf Helmet
NHL Toronto Maple Leaf parent company MLSE and TikTok have a new integrated partnership to jointly develop initiatives that integrate content, innovation, technology and community, making TikTok the platform of choice for Maple Leaf fans across the United States and around the world. As part of the one-year deal, during the new NHL season, Maple Leaf players will also have the TikTok logo printed on their helmets, the first of TikTok's in the world.
Jordan Vader, MLSE's vice president of global partnerships, said: "TikTok empowers users to shape their own platform and organically builds a global community with engaging, fun, and educational content that captures the attention of fans. "This is an important moment for both of us, where we can work together to reach new audiences while connecting with our fans like never before."
Daniel Habashi, general manager of TikTok Canada, said: "Sports fans from all over the world come to TikTok to find their favourite teams, players and leagues with unique content and to celebrate their love of the sport. "Hockey content is rapidly rising on the platform, and #冰球在TikTok上的点击量超过80亿次. We are excited to partner with MLSE and Toronto Maple Leaf to make the sport and this team accessible to more than 1 billion users worldwide through innovative experiences both inside and outside the platform." ”
5. Jordan brand signed Yang Shuyu
On October 21, the Jordan brand announced the signing of a contract with Chinese women's basketball player Yang Shuyu. This is the first female athlete signed by the Jordan brand in China and even in Asia, and it also means that Yang Shuyu, a female basketball player who has made history on behalf of China, has officially joined the big family of more than 50 top athletes in different fields. After joining hands with the Jordan brand, Yang Shuyu will step onto a larger international stage. Next, the two sides will deepen cooperation in many fields, pass on the pursuit of greatness to more teenagers, inspire them to chase their dreams, constantly break through themselves, and achieve higher goals.
"Thank you to the Jordan brand for recognizing and supporting me. Since I first touched basketball, Michael Jordan has been one of the greatest basketball players in my heart," Yang Shuyu said, "Although I did not personally feel it in the era of MJ galloping on the court, the basketball spirit he represented that did not give up and surpass until he stood on the highest peak has always inspired me and guided me to continue to move forward on the road of basketball." ”
"I am very pleased that Yang Shuyu can join the Jordan brand family," said Su Junming, general manager of Jordan brand greater China, "whether it is her passionate and aggressive playing style on the court, or the distinctive personality of the field, it is highly consistent with the Jordan brand culture gene." We are all looking forward to more wonderful sparks between Yang Shuyu and Jordan brands in the future. ”
6. Arsenal and Expo Dubai establish cooperation
Premier League Arsenal have announced a partnership with Expo 2020 Dubai, which will run from 1 October 2021 to 31 March 2022 and will feature visitors a range of immersive experiences in pavilions across 192 countries. In addition to visiting the event in person, the club's first-team members will produce unique content showcasing the exciting activities and opportunities that Expo 2020 Dubai has to offer. Previously, Expo Dubai has established cooperation with Manchester City and AC Milan.
Peter Silverstone, Arsenal's Chief Commercial Officer, said: "We look forward to presenting Expo 2020 Dubai to hundreds of millions of fans and followers around the world through a series of digital, matchday and marketing events. It's great to support the region's historic inaugural Expo while strengthening our presence in the Middle East and our long-standing, valuable relationship with the UAE. ”
Sholto Douglas-Home, Chief Sales and Market development publicity officer for Expo 2020 Dubai, said: "This team is a source of pride for the heritage of the UAE and Dubai and emirates stadium is home to many exciting wins on this journey. We can't wait for Gunners fans around the world to get inspired by everything from Expo 2020 Dubai and get a glimpse of the players' unique experiences on our 182-day unforgettable world tour. ”
7. McLaren Team renewed its multi-year agreement with Dell
McLaren Racing has announced an extension of its multi-year partnership with Dell Technologies. Together, they will continue to drive innovation and push the boundaries of human-machine performance on and off the track. Their collaboration is not limited to technology, but will also collaborate on projects to ensure their social and environmental impacts drive the success of the industry as a whole and help achieve their 2030 goals, focusing on STEM education, diversity and inclusion, and sustainable practices.
Zak Brown, CEO of McLaren, said: "Our partnership with Dell Technologies has driven innovation for our like-minded organisations and pushed boundaries through data. The partnership not only continues to evolve from a technical perspective, but also expands its broader audience through the successful content series Dell Substitute Teacher, which helps students bring STEM subjects to life through F1. ”
Liz Matthews, Senior Vice President of Global Branding and Creative at Dell Technologies, said: "Dell Technologies is proud to continue to grow our partnership with McLaren to demonstrate the power of technology in racing and society. The collaboration between our two companies outside of the racing track is truly special, from our educational efforts to better prepare for the next generation of workforce, to creating the fastest 220+ MPH Edge devices, and I'm excited to see this partnership flourish in the coming years." ”
8. The NBA has reached a multi-year marketing and technology partnership with Google
The NBA and Google have reached a multi-year marketing and technology partnership, and the Google Pixel will become the official fan phone of the NBA, NBA G League and NBA 2K League. As part of the agreement, Google Pixel will be the first live streaming partner for the NBA playoffs, integrated into ESPN and TNT's league-wide playoff livestreams along with YouTube TV, the live partner of the NBA Finals. Google Pixel will also serve as a showcase partner for the NBA G League and NBA 2K League All-Star Games. As the official search trends and fan observation partner and official search engine, Google will work with the NBA, NBA G League, and NBA 2K League to leverage Google Trends to share real-time search data around the three leagues and their most exciting moments throughout the season.
Kerry Tatlock, NBA's senior vice president of global marketing partnerships and media, said: "Expanding our relationship with Google will allow fans to deepen their involvement with the game and their favorite teams during our landmark 75th anniversary season and beyond. "We look forward to building on Google's already successful partnership with the WNBA and integrating the Google Pixel into the NBA's official fan phone, as well as Google Search Trends, to enhance the NBA, NBA G League, and NBA 2K League fan experience."
Lorraine Twohill, Google's chief marketing officer, said: "We are thrilled to be working with the NBA to bring the best google to fans and help them get closer to the game. "As the NBA's official search trends and fan insights partner, our goal is to help everyone become more engaged, knowledgeable and informed sports fans." We're proud that the Pixel is the official fan phone of the alliance, and fans will also get an exciting immersive experience and much more. ”
9. The NBA completed contract renewals with Kia and Tissot respectively
The NBA and Kia Usa announced that their exclusive marketing partnership will be extended for many years, which also means that the league's partnership with the well-known automaker enters its 15th season. Kia will continue to serve as an official automotive partner for the NBA, WNBA and NBA G League. In addition, Kia has become a partner in the NBA Summer League, as well as a partner for seven best teams including the NBA's Season All-In-Between, All-Defensive, and All-Rookie Teams.
In addition, the NBA has expanded its multi-year marketing partnership with Swiss watch brand Tissot, which will continue to serve as the official watch and official timekeeper of the NBA, WNBA and NBA G League. To mark the extension of the partnership, Tissot recently unveiled the T-Touch Connect Solar watch, which allows NBA fans to watch games more closely. The watch allows NBA fans to track their favorite teams, accessing key information such as game schedules and team rankings.
Russell Wager, kia's vice president of marketing at the United States, said: "Both Kia and the NBA have improved their position and relevance over the past 30 years, and the significant growth of both brands is partly due to our long-term relationship. "We are excited to further expand this relationship and strengthen it by joining the WNBA and NBA G League, which will provide courtside seating for more basketball fans, which is not just based on court-side activities, but also means a transformative change from Kia to electrification and sustainable mobility."
Tissot CEO Sylvain Dolla said: "Tissot is honored and pleased to renew his contract with the NBA. Becoming the official timing of this alliance offers great potential for growth, as well as a deep sense of pride. Tissot's goal is to continue to develop watches and timing solutions that elevate the NBA experience for all basketball fans. ”
10. Sodexo became the official supporter of the Paris Olympic Games
Sodexo has become an official supporter of the Paris Olympics, and its subsidiary, Sodexo Live!, will offer catering services at the Athletes' Village. The team at Sodexo Live! will use their unique knowledge and expertise in sports nutrition to meet the specific nutritional needs of elite athletes, and menus will be created by nutritionists who specialize in sports. Sodexo Live! is working with talented and complementary chefs to share the excellence of French cuisine and offer innovative, delicious and diverse food.
Tony Estanguet, president of the Paris Organising Committee, said: "For them, the Olympic experience is also about food. Eating well is of course the key to performance, but the pleasure of eating with other athletes is equally important. Together with the Sodexo Group, we are committed to addressing social responsibility issues and to hosting the Olympic Games that are socially and environmentally responsible. That goal starts with our dinner plate – through the products we select and the way we recruit food and beverage staff. ”
Nathalie Bellon-Szabo, Global CEO of Sodexo Live!, said: "Sodexo Live! is very proud to be actively involved in this event, which is extraordinary for Paris and for France as a whole. Sodexo Live！ All teams are now working to prepare a unique and memorable experience for Olympic and Paralympic athletes. Our commitment to social progress and the environment will enable us to work with the Paris Organising Committee to meet the challenges and create an Olympic Games with a positive impact. ”
Yutang Sports Marketing Conference
Yutang Sports plans to hold the "Yutang Sports Marketing Conference" on November 16. 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.
To view the participation method, please click "How to participate in the Yutang Sports Marketing Conference?" Here's how it all goes."
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.
Disclaimer: The pictures are from the Internet except for the signature, and the original articles of Yutang Sports may not be reproduced without consent.