Marketing Strategies Of Non Olympic Sponsors

Not being able to obtain the name of an official Olympic sponsor does not mean giving up efforts.

The hot Adidas and Nike, one of which spent a lot of money to become the official clothing partners of the Olympic Games, and the other, based on a lot of research, sponsored more sports teams including top athletes.

However, despite the wealth and boldness, both men and women in the sports world cannot swallow all the opportunities. An executive of a local sporting goods company in China once said that there were many defensive factors behind the lavish sponsorship of Adidas and Nike, but it was still impossible to defend.

Clever Chinese sports enterprises have considered the situation and thought of tapping business opportunities from second tier or unpopular sports teams. Among them, Hongxingerke's sponsorship of the Korean team and Peak's sponsorship of Iraq are two outstanding cases.

The world's top sports brand teams seem to have little interest in sponsoring the North Korean team. But in fact, North Korea has also made great efforts for the Olympic Games. The most promising events for the North Korean team are weightlifting, gymnastics and judo. These three events are also the advantages of the Chinese team, so these events will receive the focus of Chinese people during the Olympic Games. Maybe Hongxing Erke has taken a fancy to this point. The company hopes to raise its popularity in China by sponsoring North Korea. The North Korean team finally won 30 medals in these three events.

"Gambling" the first gold in weight lifting is also Hongxing Erke's strategy. The Chinese weightlifting team sponsored by him finally won the first gold medal of the Chinese team and caught many eyeballs.

However, Pike, who also chose the unpopular sports team, has experienced ups and downs in this sponsorship. At the beginning of this year, PEAK announced to join hands with the Iraqi team in a high profile, and the scenery came into public view. However, the subsequent development was unexpected. The Iraqi team was once disqualified before the match. Although PEAK began to design clothes for Iraqi athletes, team officials and logistics personnel very early, for various reasons, PEAK's clothes were all delivered to the Iraqi team on the 14th.

Although PEAK executives said that this sponsorship of Iraq had twists and turns, "it has brought PEAK more attention than expected. Such high exposure has saved PEAK a lot of advertising expenses." However, the public was early moved by the old T-shirts on Iraqi athletes. Victory or failure, exposure or reputation? PEAK has to face this problem.