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Asian Games as “tasteless” come to the crossroads of sports marketing?

Written by Bunga

All Star Game 7-10-12 133
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Thought it would be the smoke of the Guangzhou Asian Games, but not seriously sporting goods giant Nike, Adidas, Li Ning and other first-line Cheap Air Max 24-7 brand to be see. This year’s Asian Games in Guangzhou and Beijing Asian Games after a lapse of 20 years, and then the “grand” and “grand” than, GE, Coca-Cola, McDonald’s, Mercedes-Benz and other sports marketing giants Poxian cold, in addition to Samsung as a giant Crocodile war, thriving outside the vast majority of sponsors are local businesses. 361 ° International Limited as the official sponsor of the Games, the event was to accept the award Anta equipment provider. In addition, it seems that only a few domestic sports brands compete with each other.

In general, the risk of sports sponsorship is that companies often pay high fees not the spokesman for selection to achieve good results. 1984 Los Angeles Olympic Games a great success commercially, the world’s top sports marketing event has always been in this benchmark. The simplest example is that people have high hopes for the Beijing Olympic Games Liu Xiang to retire because of injury, which makes Liu Xiang, Nike sponsors many have been caught unprepared. Liu Xiang 2006 IAAF Grand Prix in Lausanne, a 12 seconds to 88 different world records, that time, Nike in one day out of the “12 seconds to 88” T-shirt to wear to the Air Max 2009 store the first time The clerk who; and networks, television and print media limelight Nike ads are strong.

Taking into account the Xinhua News Agency reported that the main bearer of the Games, Yang Ming’s comments does not want to trigger heated debate is immune. Asian Games in China, an official of the delegation that the “Yang Ming speculation” response, the spread between the discussion, Chinese companies are also likely to lead to reflection of sports Air Max 90 marketing. “Do not become a bad thing to take the gold medal.” Qiang Wei said the company’s sports marketing to build the sports culture and the consumer awareness and understanding of the value based on the gold itself does not mean sports, sports aesthetic value, event experience, communication, culture and international dissemination of how to tap a wealth of diverse content, and how business products and brands with the docking, will become the new challenge.

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