One of them, Ding Shizhong, once funded a poor student. However, what unexpectedly failed him was that this student, despite being heavily subsidized, still had a hard life and even paid only three bucks a day for food. Six months later, the student finally saved a sum of money, bought a pair of Nike basketball shoes priced at 680 yuan . Ding Shizhong was shocked, he secretly warned himself: "I must make all the Chinese people wear them affordable, but also like, but also good quality, comfortable wearing sports shoes." Ten years later, Ding Shizhong's Anta and The Chinese Olympic Committee has signed the largest single sponsorship contract in the history of the Olympic Games in China, which is a major victory for the Chinese national sports brand .
Anta from the hands of the Chinese Olympic Committee to obtain "gold rights" is an opportunity but also full of challenges.
From the 1984 Los Angeles Olympic Games to the just concluded 2008 Beijing Olympic Games, there are many Asian Games and Winter Olympics. Most of the Chinese sports delegations accept the sponsorship from Chinese and foreign enterprises. For a sports brand, allowing the entire Chinese delegation to wear their own clothes, is a very high level of cooperation. In May 2008, the Chinese Olympic Committee announced to the public a new round of market development plan to be launched soon, which immediately attracted many well-known Chinese and foreign sports brands. The Chinese Olympic Committee, the previous partner is the internationally renowned sports brand Adidas.
In the end, Anta, a national brand from Jinjiang in Fujian Province, "hugged" with a very high level of sponsorship and became the clothing sponsor of the Chinese sports delegation in 11 international comprehensive events from 2009 to 2012, including Vancouver 2010 Winter Olympics and 2012 London Olympics. In the upcoming Asian Games in Guangzhou, Chinese athletes will also wear Chinese national sports apparel brand 's award-winning appearance. Wang Jun, deputy director of the General Administration of Sport of China and vice chairman of the Chinese Olympic Committee, said: "There are many brands competing for this right, some in China and one in foreign countries. The final choice of Anta is because their brand philosophy is in line with the Olympic spirit, On the other hand is the development and expansion of national brands in recent years, the strength of. In the international financial crisis, Anta can maintain high sales performance, which is our very important point. It can be said that the choice of ANTA is real name Go. "
To get with the Chinese Olympic Committee such a big sponsorship contract, in the end how much it needs to pay it? It is said that Adidas had to pay 60 million to 80 million U.S. dollars in order to become the sponsor of the award ceremony for the 2008 Olympic Games in China. Although Anta did not disclose the specific amount of the sponsorship, however, Ma Jilong, director of the China Olympic Committee Market Development Committee, disclosed: "This is the single largest sponsorship amount in the Olympic Games in China. The sponsorship fee has exceeded the threshold of the TOP program." Some people estimate that this big list will make Anta pay about 600 million yuan. According to a unified view of both parties, this cooperation "involves the wide coverage of rights and interests, long duration and high sponsorship amount, which is unprecedented in the history of the Chinese Olympic Movement."
A national brand, took out so much money into the Chinese Olympic Committee, whether it is a traumatic loss of buying and selling it? According to the latest annual report, Anta's turnover and net profit in 2008 both increased substantially year on year. This probably gave them the confidence to sign with the Chinese Olympic Committee. Ding Shizhong, chairman and chief executive officer of the company, said: "The financial crisis I think is both 'crisis' and 'machine' and may have a greater impact on major international brands, but it gives us an opportunity. The Chinese Olympic Committee The best cooperation platform for the sports industry, and the Olympic Games project is also very much in line with our next goal. "He also said:" The amount of this sponsorship is within our expected marketing expenses plan, so there will be no financial pressure. "
Xinhua News Agency commented on the matter, Anta got the "Olympic gold" rights of the Chinese Olympic Committee, saying that Anta and the Chinese Olympic Committee's hand is a win-win thing, Anta can greatly enhance their brand value, strengthen their professional Sportswear brand image. However, some media are also worried that the expensive sponsorship fees will make Anta management face the challenge of how to maximize the sponsorship benefits. However, in any event, this is a victory for the Chinese national sports brand in the increasingly competitive Chinese sports brand market.
Dongguan Aoxing Audio Visual Equipment CO.,Ltd , https://www.aoxingscreen.com