Watching Tennis Grand Slam sponsor: The Australian Open is most popular with Chinese companies, and competition marketing cannot engage in "wind -style" communication

In the summer season, there are not only high temperatures, but also hot sports events.

From the end of June to the beginning of July each year, in a small town named Winbolden, southwestern London, UK, groups of tourists, celebrities, and even members of the British royal family are gathered here, so as to watch Winbolden, which has a century -old history, Tennis Championship (hereinafter referred to as Wenwang).

In this year's Wimbledon, the performance of Chinese players is remarkable. Earlier, Zheng Qinwen, who had just shown a good show on French Open, participated in Wimbledon for the first time and broke into the women's singles top 32. In addition, the 33 -year -old veteran Zhang Shuai broke into the finals in the women's doubles. It also allowed Chinese fans to see Chinese players appearing on the last day of Wimbledon.

Zhang Shuai spoke at the awards ceremony. Picture source: video screenshot

For a highly professional movement, except for players, the same important composition in its system composition is sponsor.

According to statistics from data institutions Data Snapshot, professional tennis events are as high as RMB 2.5 billion in commercial sponsorship each year.

Every reporter checked the official cooperation list of the Four Grand Slam and found that the Australian Open has the most cooperation with Chinese enterprises. Luzhou Laojiao (SZ000568, the stock price of 23.453 yuan, a market value of 345.1 billion yuan) and Musi (SZ001323, the stock price of 43.33 yuan, and the stock price of 17.3 billion yuan) all listed the official list of the Australian Open. One of the four high -level partners.

Recently, Xu Shao, the chairman of Coolul Sports, said in an interview with the "Daily Economic News": "Chinese companies sponsor international events generally have two points. It is the business development needs of overseas markets. "

The US Open sponsored nearly $ 100 million each year, and the Australian Open is most favored by Chinese companies

Data Snapshot statistics show that the four major tennis Grand Slam events (Note: Australian Open, French Open, Wimbledon, and the US Open) plus ATP and WTA Tour in 2021. It was RMB 2.5 billion), an increase of about 1%from US $ 369 million in 2020, which shows the golden power of the world's second largest movement.

In the network, the revenue composition of the event is mainly composed of four parts: broadcast fee, ticket income, sponsors and peripheral products. Among the many professional tennis events, the four Grand Slam undoubtedly occupied the first echelon of income.

According to the "Business Report of the 2022 Tennis Grand Slam competition", the US Open is the most profitable Grand Slam event, which can receive about $ 98.65 million from the sponsors each year. According to the 2019 report, the US Open's revenue accounted for about 29%of the total sponsorship fee of the four major Grand Slam events, 28%of French Open, 27%of Australia Open, and 16%of Wimbledon.

The generous sponsorship income also made the US Open's events proud of the Four Grand Slam. In 2019, the total prize money of the US Open reached a record $ 57 million, which was 15 million US dollars higher than the French Open. This year, the overall income of the US Open was nearly $ 350 million, ranking first of the four Grand Slam.

According to the official website of the US Open, there are currently 21 sponsors including J.P. JP. JP. JP. Morgan, Rolex, IBM, Tiffany, and no Chinese companies are sponsorship. According to each reporter's verification, the US Open is also the only Grand Slam in the Four Grand Slam that does not directly sponsor without Chinese companies.

Every reporter checked the official cooperation list of the Four Grand Slam and found that the only Grand Slam event in the Asia -Pacific region has cooperated with Chinese companies the most.

Luzhou Laojiao (SZ000568, the stock price of 23.453 yuan, a market value of 345.1 billion yuan) and Musi (SZ001323, the stock price of 43.33 yuan, and the stock price of 17.3 billion yuan) all listed the official list of the Australian Open. One of the four high -level partners. In 2019, Luzhou Laojiao obtained the right to name the Australian Open 2 Stadium, which is currently called the "1573 Stadium".

Picture source: Australian Open official Weibo

In addition to being the Asia -Pacific market, Chinese companies favors the Australian Open may also be inseparable from Chinese players in the Australian Open. Chinese women's tennis player Li Na once entered the Australian Open Women's Singles Finals and won the championship in 2014. During its service period, hundreds of millions of Chinese fans were watching their competitions during the Australian Open period, which greatly promoted the popularity and influence of the Australian Open in China.

It is reported that the sponsorship contract period of Luzhou Laojiao and Australian Open is 5 years. Richard Hisse Grav, the chief income officer of the Australian Net Association, said that the transaction with Luzhou Laojiao was "one of the biggest transactions in the Australian Internet Association's history". Although the specific amount of the contract is not disclosed, the sponsorship contract of the Australian Open can be glimpsed from the previous Australian Open. Before the start of the 2018 competition, the Australian Open reached a new five -year contract with Kia. It is reported that the total value of the contract is over 85 million US dollars.

Xu Shaolian said that top -level events have brand endorsements, and sponsorship of the Olympic Games may not be able to immediately transform into market sales. However, when the brand is associated with the world's top events, the endorsement effect of the brand is also world -class. "It's like the Coca -Cola cooperated with the International Olympic Committee for a long time, and it did not directly transform the sales at the beginning, but as the connection became stronger, the brand image became better, and its sales were indirectly stimulated. This has always been a very important feature of sports competition marketing. ","

On the French Open and Wimbledon, the Chinese mobile phone company OPPO participated in sponsorship. Among them, OPPO has become the only Asian partner in Wimbledon and its only mobile phone industry partner in the world. Campaign marketing cannot be disseminated by "winding style". Short -term sponsorship is effective but has no effect

The five -year contract between Luzhou Laojiao and the Australian Open is not long. Prior to this, Hisense and Hisense Home Appliances (SZ000921, a stock price of 14.21 yuan, and a market value of 16.5 billion yuan) was an official sponsors of Australia. 10 years.

According to Hisense's official website, from 2008 to 2014, Hisense's total investment in Australia has nearly 100 million yuan, and at least 600 million exposures are harvested around the world each year, and brand income far exceeds investment.

With the Australian Open, Hisense became a well-known home appliance brand in the Australian market in 2014. The product covers 80%of the retailers including Bing Lee, JB Hi-Fi, Harvey, etc.

Xu Shaolian believes that sports marketing needs to be continuated, but many Chinese companies currently tend to invest in short -term cooperation. He believes that the developed mobile Internet in China allows companies to feel the advantage effect of short flatness.

But Xu Shaolian also believes that this is not conducive to the brand's persistent influence. "If the enterprise is just intermittently voted, the money is rich, and there is no stability and sustainability, that is, it is a lot of publicity. This is the obvious problems in the field of sports marketing in sports competitions so far. "

From the perspective of Xu Shaonian, the sponsorship of the company's investment event is still the idea of ​​short video marketing if you only do the work before and after the event. "The competition has a prefix, and many competitions have determined the date a few years in advance, but many companies do not really realize the value of sports marketing. Taking the Winter Olympics as an example, many companies have a successful surface, but in fact, after the Winter Olympics end, after the end of the Winter Olympics, Many companies do not do related work anymore, because they do n’t think it ’s necessary, they do n’t realize the value of the next market promotion work."

"In the short term, it is not impossible. There is a short -term effect in the short term, but it cannot have long -term effects." Xu Shaolian said, "Many enterprises' traffic thinking and hot thinking are still obvious. International advanced marketing ideas can be known faster, and some companies have also begun to change their ideas and learn from experience. "

The just -concluded Wimbledon may provide a Chinese case. OPPO announced in April 2019 that he started global cooperation with Wenwang, and in January of that year, OPPO officially entered the British market.

Picture source: Wimbledon official Weibo

According to the research agency Strategy Analytics, British mobile phone shipments in the fourth quarter of 2021 were 7.3 million units. Apple and Samsung are still in the top two, and OPPO has consolidated its fourth position through close cooperation with operators such as Britain. Counterpoint statistics show that OPPO accounted for 9%of the global smartphone market share in the fourth quarter of 2021, ranking fourth.

The above -mentioned survey agencies also announced a British consumer survey report. 50%of consumers believe that OPPO is a rising brand, and 1/3 people believe that glory is in a rising period. In just 3 years in the British market, OPPO can quickly occupy the brand impression in the heart of consumers. In addition to its own product power, sponsoring the most familiar Wimbledon may also be one of the important factors.

In the past few years, OPPO has vigorously promoted its OPPO RENO 10, OPPO Find X3 and X5 models on Wimbledon. During the competition, the short -term videos of many events were filmed and promoted by OPPO mobile phones, which is undoubtedly a strong publicity of its new products.

Although the marketing marketing is good, it is not suitable for all enterprises. Xu Shaolian believes that enterprises must consider the adaptability of their own products to choose to market marketing. Sports marketing that is out of its own corporate characteristics and product characteristics cannot achieve the ideal results. He used the World Cup as an example. "You imagine that milk companies sponsor the World Cup. When the game is fierce, the fans take out a can of milk to drink, and the scene is not fit, so the sponsor's products must be related to the core of the event. "

Daily Economic News

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