Behind The Rio Olympic Games, The Sponsor'S "Invisible War": Who Will Sell The Business Opportunities?

Beijing time was 7 in August 22nd, and the thirty-first Summer Olympic Games officially ended in Rio's inner La Kal la la stadium.

This time, the Chinese delegation sent 711 people to Rio, including 416 athletes, and the second largest in the history of Beijing Olympic Games.

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The total sponsorship revenue is also expected to be higher than the London Olympic Games of 8 billion US dollars, more than 10 billion US dollars, including CocaCola, McDonald's, Omega,

C&A and other brands have contributed to this figure.

In the sixteen day competition, the Chinese Olympic delegation ranked third in the medal tally after ranking 26 gold medals, 18 silver medals and 26 bronze medals in the United States and Britain.

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Unfortunately, there are track and field events to achieve historical breakthroughs, and gymnastics has encountered cliff breaking landslides.

From Zhang Mengxue's first gold to women's volleyball reappear brilliantly, behind the champion's ups and downs is accompanied by the sponsor's "invisible war".

As a world-class super IP, the Olympic Games are a golden opportunity for enterprises.

It is reported that every 100 million dollars invested in sponsoring the Olympic Games, brand awareness will be increased by 3% accordingly.

However, the uncertainty of the Olympic Games makes the game of betting become more and more important.

Several of them are happy and anxious. All the sponsors of Chinese brands outside the stadium are sad and happy just like athletes.

After all, compared to those who take advantage of marketing, they are paying real gold and silver.

Bet winners: 360, Guangming dairy (600597, stock bar) to win the women's volleyball team.

The most successful success of the Chinese brand sponsorship of the Olympic Games is the bright dairy industry.

In the women's volleyball final, which ended yesterday, the Chinese women's volleyball team won the gold medal in three to one victory over Serbia, and achieved the supremacy of its Olympic three crown.

Although in the group competition, stumbled and challenged.

But the women volleyball team succeeded in counterattack in the knockout round.

After the four finals, Lang Ping said, "against the host, the Chinese women volleyball team did not think too much, that is, playing the technical level, showing the spirit, not thinking about the result, believing that the light is not far away."

In August 22nd, the women's volleyball sponsor Guangming dairy industry (600597) opened sharply after the sharp increase, while Lang Ping (603168, 603168), endorsed by coach, was also greatly benefited, with the current increase of 8.27%.

It is reported that Guangming dairy was formally signed in January this year with the Chinese women's volleyball team to become its official strategic partner, helping the Chinese women's volleyball team meet the Rio Olympic Games for a period of three years.

In addition, the other biggest winner of the women's volleyball team is none other than 360 companies. We must know that in the case of the pre competition women's volleyball team not being favored by everyone, 360 has already paid heavily for Lang Ping and Hui Ruoqi to become their own brand ambassadors.

Another prominent Olympic marketing case is Nan Fu battery.

At 9:54 a.m. local time on August 3rd, the Chinese delegation held a flag raising ceremony in the Olympic village of Rio, announces that the thunder was selected as the Olympic flag bearer.

The opening ceremony of the Olympic Games must be the concern of the whole nation. We will focus more on fencing, and Nan Fu battery is the main sponsor of China's National Fencing Team.

In addition, like Wu Minxia's endorsement brand CHCEDO, CHCEDO endorsed Coca-Cola, China's national diving team sponsor Wanchai ferry, because of the champion, made their own marketing icing on the cake.

Those who failed: Ning Zetao, Erie and Hisense.

The national swimming team is a battleground for the sponsors, and Erie is betting Ning Zetao as a brand endorser.

However, as Ning Zetao's performance in swimming was unsatisfactory, the sponsors were disappointed.

Erie chose another Chinese athlete, Guo Ailun, who suffered five consecutive defeats, which made him the biggest loser in Olympic marketing.

In addition, the swimming team's exposure to doping scandals has also affected the relevant brands of the swimming team to some extent.

Hisense and Anta are the official sponsors of the Chinese gymnastic team, but the Chinese gymnastics men and women team only harvested 2 bronze medals this time. The record of "no gold and no silver" refreshed the worst record of Gymnastics in 32 years since it took part in the Olympic Games in 1984.

According to the media's lazy bear sports, sponsors can take precautions against the sponsorship risk and adopt the corresponding recovery mechanism through contractual agreement.

In view of sports risk, the signing fee plus bonus method can be used to encourage athletes to achieve good results and protect their bodies, and make strategic compensation for moral hazard by refusing to pay the money and making up for losses.

But even for enterprises, even if compensation is obtained, the essence of sponsorship failure can not be changed.

361 degrees, Lining and so on, "widely cast the net" to improve the rate of mortgage.

According to relevant sources, sponsorship athletes or sports teams have two risks, one is competitive risk, such as declining performance, failing to achieve expectations, injuries and so on.

The two is moral hazard, such as violation of discipline, use of banned drugs, unfair competition, etc.

The failure of the above case also illustrates this point.

Compared with the single treasure, all merchandising or directly cooperating with the OCOG greatly reduced the risk of failure.

In this respect, the sports brand is 361 degrees Anta, PEAK, Lining and so on.

The Olympic Games brand has defeated Adidas as an official sponsor for 361 degrees. This is also the first time that Chinese clothing brand has become the official partner of the Olympic Games. It is mainly responsible for providing costumes for torch bearers, runners, volunteers, staff and technical officials.

This helps to make sure that even when the national swimming team is full of holes, it is completely unaffected by the result of the competition.

Data show that the stock price of 361 degrees reached the highest level in nearly three months during the Olympic Games.

PEAK sponsored twelve Olympic delegations to raise the probability of signing Chinese sports brands with the largest number of Olympic delegations.

Lining signed a cooperation with a number of national teams for the 2016 Olympic Games equipment and field coat of China's national table tennis, badminton, shooting and diving four teams.

Although Anta failed in the gymnastics team's bet, it pulled back another game elsewhere.

Since 2009, Anta has been cooperating with the Chinese Olympic Committee to provide the Chinese delegation with clothing such as the award dress.

At the Rio Olympic Games, Anta designed dragon clothing as an official award dress and boarded the podium with athletes.

Jin was a natural concern, but the first day of gold lost, some people feel disappointed, but also let the next day the match is more expected.

After winning the first gold for China, Zhang Mengxue stood on the podium, and Anta's LOGO was still very conspicuous.

Because the popularity of shooting projects is not very high in China, and Zhang Mengxue, as a "dark horse", is somewhat "surprised".

Although the first gold made it the focus of public opinion, many media were somewhat unprepared.

Anta's brand exposure has been better presented by choosing photos on the podium.

Meanwhile, Zhang Mengxue wore Lining's sportswear.

As a sponsor of China's national shooting team, Lining was also heavily exposed to Zhang Mengxue's first gold medal.

The Olympic Games' value is weakened. What the net red athletes really care about is the sense of being.

Ning Zetao, a famous American think-tank, estimates that business value of Ningde will reach 30 billion dollars.

In August 2015, winning the world championships brought Ning Zetao's commercial value to its peak. At that time, Li Luchang, chairman of cloud media, had boldly predicted that in the next five years, Ning Zetao would be able to reach 100 million yuan a year only with the "female fans economy". In the next five years, he could bring in a total income of 1 billion yuan, and the commercial value could even exceed that of his predecessors Yao Ming, Li Na or Liu Xiang.