C Luo'S "Coke Gate" Influences The Epidemic Situation Out Of The Circle, And It Is Difficult To Stop The Marketing War In The New Year

In addition to the exciting results of the European Cup, the logo of the sponsorship brand that can be seen in every picture of the competition is also impressive. Among them, there is no lack of Chinese advertising language, which is undoubtedly a global publicity of the brand.

In the early morning of June 24, the last 16 of the European Cup were all out, and the knockout match was also officially produced. Among them, Belgium PK Portugal, England PK Germany, known as the match between the two groups of giants, is the focus of the next fans. The competition on the field is wonderful, and the off-site hot search is also wonderful.

Earlier, Portugal star Cristiano Ronaldo moved two bottles of coke on the table and then brought a bottle of water at the pre Euro Conference on June 14. As a result, Coca Cola's share price quickly fell from $56.10 to $55.22, and its market value dropped from $242 billion to $238 billion, evaporating a full $4 billion. Since then, other players have been competing to imitate. On the 17th, in the second round of the European Cup group match, yarmorenko, who set the first record for Ukraine, attended a news conference, during which he put two bottles of Coca Cola and a bottle of Heineken on the table in front of him, then joked.

In this regard, many people suspect that this is reverse marketing. On June 23, Zhang Yuqiang, a senior observer of the sports industry, said in an interview with the 21st century economic report reporter: "this is not a deliberate plan. Compared with reverse marketing, it is more inclined to take advantage of Coca Cola's marketing. Brand sponsorship of such an event will take more into account its reputation, and will carry out publicity from a positive and positive perspective. "

In fact, the sudden epidemic has forced many large-scale sports events scheduled to be held in 2020 to be postponed. Judging from the recent situation that many events have been successfully resumed, it is unlikely that many events postponed to 2021 will be postponed or cancelled again. In the next two years, many large-scale sports events will be held in turn, becoming a rare year of sports events in history.

Star endorsement brings brand closer to young people

The coke incident has been settled and the rules of the European Cup require participants to abide by UEFA's commitment to sponsors. UEFA said on the 17th that it had communicated with all the teams and asked all teams not to take away the sponsor's drinks.

How can stars influence the brand? How to achieve win-win cooperation between the two sides is worthy of continuous consideration of the industry. Take Ronaldo, for example. In fact, he spoke for Coca Cola and other fast food at the 2006 World Cup“ With the promotion of its superstar effect, he is very cautious in the choice of brand, and more consideration is given to the personal image and the fitness of the competitive spirit and brand connotation that he tries to express. For the brand, we will consider the development stage of sports stars in their career, that is, the industry status and influence among fans, so as to judge their commercial value. " Zhang Yuqiang said.

"Nielsen 2021 sports marketing report" points out that athletes are more heroic in setting the social agenda, and are given more energy to organize and promote the development of social issues activities from the heart. Many athletes, including Naomi Osaka and lebus James, can skillfully use their powerful social platforms to express their feelings, expose injustice, motivate people and influence decision-making.

These initiatives and actions resonate with fans and followers, especially the younger generation. More than half of young people worldwide say they are more interested in brands with corporate social responsibility. This means that when enterprises select brand spokesmen, in addition to evaluating the number of fans and influence, the social benefits brought by athletes can not be underestimated.

Sports brands that are most closely connected with athletes not only tend to choose sports stars as spokesmen, but also extend olive branches to entertainment stars. Not long ago, Li Ning and Anta respectively took advantage of the opportunity to let Xiao Zhan and Wang Yibo speak for each other and reaped a large wave of traffic.

Zhang Yuqiang pointed out: "it is a trend to take entertainment stars as spokesmen, which is related to sports brands' seeking to break the circle.". Now more and more sports brands think that young people want to get more than just ordinary sports function wear, but also hope to harvest fashion, fashion, a feeling, a spirit, and such personalized appeals and expressions. Therefore, the selection of stars with a wider range of audience and image updating reflects the strong demand of sports brands to embrace young people. In addition, in addition to brand positioning, the lack of world-class influence of sports stars is also a major reason for the decline of "endorsement" in the sports industry

One third of the global sponsorship market in the next 10 years will come from China

At present, the confirmed cases in the UK are still on the rise, and the development of the epidemic also makes the process of the European cup full of uncertainties.

According to relevant media reports, UEFA has not changed its original plan to hold the semi-finals and finals at Wembley Stadium in London, and has negotiated with the British government on the audience capacity of Wembley Stadium. At present, the British government has agreed to increase the audience capacity from 22000 in the group stage to at least 40000, but UEFA still hopes that Wembley stadium can increase the attendance capacity to 65000 in the semi-final and final.

Recently, Japanese television said that during the Tokyo Olympic Games, all public viewing activities will be cancelled, and all "live broadcasting sites" outside the venues and in public places will be cancelled. Some of the venues will be used for vaccination of the new crown vaccine. However, the International Olympic Committee has not yet voted on whether to hold the Olympic Games "empty". Miyamoto, an honorary professor at Kansai University in Japan, estimates that if the Tokyo Olympics and Paralympics are held behind closed doors, it will cause a loss of 241.33 billion yen (about 150.73 billion yuan).

In terms of sports events, sponsorship has become an extremely important part of the income of sports events, especially under the influence of the epidemic situation, the proportion of sponsorship in the total income may be higher. In this regard, Zhang Yuqiang analyzed: "Japan's operation in the sports industry is very mature, many enterprises have signed sponsorship contracts very early. However, due to the postponement of the Olympic Games for one year, if there is no audience on the scene, the communication effect will certainly not be as expected, leading to the shaking of some event sponsors

It is worth noting that sponsoring a sports event has become a way for many enterprises to raise their awareness. According to public data, the top football match represented by the European Cup is one of the most watched programs in the world: in 2016, 2 billion people watched the game on TV - 100 million more than the 2012 European Cup in Poland and Ukraine, of which 600 million people watched the final.

According to the forecast, the number of spectators of the European Cup will reach a record high - more than 2 billion people will watch in China. Not only that, China has become the largest exporter of sponsors in this European Cup, and Hisense, Alipay, vivo and tiktok have entered the European Cup.

In Zhang Yuqiang's view, world-class competitions such as the European Cup, the world cup and the Olympic Games can play a huge role in building the popularity and reputation of enterprises and expanding the market. According to Nielsen's 2021 global sports marketing trend report, since the 2008 Beijing Olympic Games, Chinese enterprises are increasingly using sports sponsorship as a way to support their brand growth. It is predicted that Chinese brands will account for one third of the total global sponsorship market growth in the next 10 years.