How Successful Is The Liverpool New Balance Football Game?

When Liverpool entered the Champions League final after 11 years, the New Balance in the right chest became the winner of this year's war.

This is the first appearance of American sports brand made by running shoes. The latter is one of the most watched sports events in the world, and is broadcast in more than 200 countries.

The day before the competition, New Balance announced that Liverpool's Senegal international has officially become a signer.

Ma also appeared in New Balance's latest Furon 4.0 Pro in the Champions League final.

"Liverpool gave New Balance a chance to show up in front of 200 million people," Bloomberg's article wrote.

In the upcoming World Cup, New Balance will also debut.

Costa Rica and Panama in the Caribbean gave New Balance a chance to reach the highest stage in the world of football.

For New Balance, who wants to play a great role in the football industry, signing Liverpool 3 years ago is undoubtedly a successful bet.

Although the Red Army and MANET failed to win the big ears cup at the end, the influence of the Champions League is self-evident.

In New Balance's China official website and Tmall flagship store, Liverpool series and football products take the most prominent position.

He became a New Balance signing player.

New Balance also has Su Chao Celtics, Portuguese super Oporto, Bilbao Liga and Seville.

However, the Seville team, who has entered the Champions League eight times in sixty years, will be back in the Nike camp next season.

"We haven't had a big share yet, but we are making rapid progress," Kenny McCallum, general manager of New Balance, said in an interview with Bloomberg.

This year, New Balance expects to earn 1 billion euros in Europe, which means that the growth rate of 20% is 2 times that of the US market.

New Balance, which originated in Boston, USA in 1906, has a strong running label.

After great success in the field of running, New Balance seized the sport and leisure style and swept the market with the help of 574 retro shoes.

At the end of the last century, New Balance had been a little bit in the football field, and became a sponsor of several clubs in Swansea and Argentina in the Premier League.

2015 is a turning point.

New Balance global CEO Robert DeMartini has set a goal to become the third largest sports brand in the world.

New Balance earned $3 billion 300 million in 2014, higher than Andrew's $3 billion 84 million, ranking fourth after Nike, Adidas and Puma.

To achieve this goal, New Balance not only needs to widen the category, increase sales, but also build the image of professional sports brand and enhance the global influence of the brand.

It is imperative to take part in the world's biggest sport.

New Balance's team resources.

At that time, the global football market was in the scale of 50-60 billion dollars, and Nike and Adidas accounted for 70% of the total. New Balance looked forward to win 10% of the total.

Share.

For the brand that is eager to establish a leading position in the football market, the club with global influence and excellent performance is the head resources that must be invested, but it is necessary to wait for the right time and attach attractive quotations.

Liverpool, which has been sponsored by New Balance's warrior sports (Warrior Sports), has become a natural choice.

The warrior sport established in 1992 is an American brand originated from lacrosse.

8 years later, New Balance got its controlling stake, and warrior sports entered the field of ice hockey, football and so on.

In April 2011, warrior sports won Liverpool's sponsorship rights in the next 6 years at the price of 150 million pounds (since the beginning of the 2012-2013 season). This is two times the amount of sponsorship Adidas gave to Liverpool 12 million pounds a year ago (the German giants cooperated with Liverpool in 1985).

The annual price of 25 million pounds was second only to Nike's annual sponsorship fee of 26 million 300 thousand pounds in Barcelona.

In the 2011-12 season, Liverpool ranked eighth in the Premier League, the worst record in the Premier League, and failed to enter the Champions League for three consecutive years.

But as a veteran of the Premier League, Liverpool still has strong strength, especially in the European arena, such as the reversal of the football history in Milan in 2005, and the Champions League in AC.

As a result, in 2015, New Balance became the biggest sponsor of Liverpool football team in total cost of 300 million pounds in 6 years, which is the biggest contract in Liverpool history.

Warrior sports are withdrawn from the football market.

As a warrior sports parent company, New Balance takes over Liverpool, and does not need to wait for the club sponsorship contract to expire.

But such a big hand is a bet for him.

Since then, New Balance has successively worked with the Premier League Storck City, Portuguese super Oporto, La Liga, Japan, and the J League bird habitat sandstone.

Ramsey, Kompani, Fellaini and dozens of other stars have been included in it.

At the same time, New Balance also focused on the national team level.

This time, New Balance did not sponsor the traditional strong teams, but chose the lower Caribbean region.

In April 2015, the world's top 60 Panama became the first national team sponsored by New Balance, and Panama participated in the golden cup of central North America and the Caribbean for the three time.

Brazil's world cup broke into the top eight black horse Costa Rica followed by joining the New Balance camp.

(New Balance) the World Cup Jersey designed for Costa Rica.

The small country that has the opportunity to reach the stage of the world cup and has certain potential is the choice standard of New Balance at this marketing level.

This can help New Balance get global exposure at a lower cost.

In May 2017, New Balance replaced UMBRO to sign the Irish national team. The latter entered the eight finals of the 2002 World Cup but failed to enter the Russian World Cup.

But in any case, compared to Puma's Italy, Nike's Holland and the absence of the US World Cup, New Balance's bet has been a great success.

On the second day after the Champions League final, New Balance took advantage of the hot iron and officially launched the Otruska Pack shoes, which was inspired by the Russian World Cup.

Among them, professional

Tekela and Furon 4.0 are priced at 1699 yuan.

Adidas's soccer shoes price ranges from 400 yuan to 2000 yuan. New Balance's football products are priced at the highest end of the market.

What's interesting is that the Otruska Pack shoes also include a series of off court shoes. Of the 3 casual shoes, two are of neutral style, of which 574Sport is the evolution of New Balance classic retro shoe 574.

New Balance, who has made great progress in the field of football, hopes to gain more market share by using the advantages of leisure sports market, and even hopes to get more female users.

New Balance's latest soccer product.

But it is not an easy goal to become the world's third biggest sport brand by football.

Compared with three years ago, New Balance had more and more powerful opponents.

In the 2017 fiscal year, Andemar ($4 billion 977 million) and Si Cage ($4 billion 160 million) were all before the $4 billion New Balance.

Puma, which has third of its weight, is constantly adding soccer to the football team. It has sponsored A Senna, Dortmund and other strong teams. Next season, the two teams of AC Milan and Marseille will also start wearing Puma jerseys.

In the world cup, Puma has 4 sponsorship teams.

Puma, who has gained a firm foothold in the football market, has even begun to return to basketball.

Football itself is not a simple business.

Andemar almost entered European football with New Balance at the same time.

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"They have underestimated the complexity of the equipment in the football field, the complexity of the commodity supply chain, and the amount of cash sponsorship," said Peter Rohlmann of PR Marketing of research company, Bloomberg. "Andemar is already withdrawing."

Last year, Manchester United midfielder Frank Lane also sued New Balance on the grounds that his shoes were too tight and of poor quality and hurt his feet.

Although the high court of London later dismissed the action, it was not good news for New Balance.

Manchester City defender Kompani did not renew his contract with New Balance in 2017.

New Balance still lacks a world-class superstar from C to Nike and Messi to Adidas.

Rohlmann believes that it will take a long time for New Balance to go beyond Puma.

With the price of football head resources hitting a new high, the price of new players entering and basing themselves on the market is also rising.

But McCallum says this will not prevent New Balance from moving forward.

"No other sport can catch the public's attention and attract huge crowds like football," he told Bloomberg. "We are very determined that New Balance will continue to invest.

We have a long-term plan. "

He even said that surpassing Puma is only the goal of the first stage of New Balance, and then challenging even bigger rivals.