Sun Yang Goes Back To Anta, Behind The Campaign Of Brand Competition.

In August 20th, when he received the second gold medal of the individual Asian Games, Sun Yang wore it back.

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Openly wearing personal sponsor brands the day before.

Sun Yang made a concession on the stage, but he was wearing a five star red flag.

Logo also uses five star red flag sticker to cover up and use such a "double insurance" way to express his attitude.

The night before, Sun Yang was controversial when he first took the podium on the 200 swimming champion station and wore the clothes provided by his personal sponsor 361.

According to the international sports practice, athletes or sports teams should wear sports team sponsors' clothing while participating in competitions, but wear clothes belonging to the sponsors of National Olympic Committees on the podium and other occasions.

As a strategic partner of the Chinese Olympic Committee, Anta has been providing the Chinese sports delegation with the award dress champion dragon suit and a series of living equipment.

In 2017, Anta became the official sportswear partner of the 2022 Winter Olympic Games and the winter Paralympic Games in Beijing, with the top interests of the Chinese Olympic Committee, including the award dress.

As an athlete, it is understandable to safeguard the interests of their sponsors. This is also a sign of faithful performance of contractual obligations. So since the 361 degree signing in 2011, few people can see it in Sun Yang.

Other sports brands.

Sun Yang was not the first to adopt "contingency measures". In 2017, during the National Games in Tianjin, Sun Yang, the flag bearer of the Zhejiang delegation, used the national flag to block the symbol of Carle, the sponsor of the delegation. However, this time, he took a more bold approach and stood directly on the podium of his sponsor brand.

This is why Anta, the official partner of the Chinese sports delegation and the Chinese Olympic Committee, expressed strong dissatisfaction with Sun Yang's dress. He knew that athletes from the same country wore different awards clothes and appeared on the stage in the history of world sports.

Even if it is stronger than Michael Jordan, it only used the national flag to block Reebok's trademark in the 1992 Barcelona Olympic Games. It also praised the later generations. After all, it did not violate the rules and safeguard the rights and interests of personal sponsor NIKE as much as possible.

Sun Yang openly refused to wear the official cooperating Anta of the Chinese Olympic Committee, the official award winning dragon suit for the Chinese sports delegation, which is undoubtedly irregularities.

With his team-mates Ji Xinjie on the podium, the difference between the two looks like they come from two different countries. This is also criticized by some netizens for ignoring the national image.

In response to this, Anta has seen a strong reaction. It is understood that Zheng Jie, President of Anta, has been running to Jakarta to deal with the incident at night. Anta also said in a statement that "personal interests must not be above national interests."

We believe that the Chinese delegation will have a fair and serious resolution on violations of rules and regulations.

Perhaps feeling the pressure from Anta, Sun Yang chose to make a concession in the second day.

In the men's 800 meter freestyle final of the Jakarta Asian Games, Chinese player Sun Yang scored 7 points, 48 seconds and 36. He pressed Japan's Takeda, Ruan Huihuang and Vietnam player, to win the gold medal in the Asian Games. After the match, he put on the award dress provided by Anta on the podium. But he continued to express his attitude by wearing the national flag and covering the "double insurance" of logo.

But so far, the Chinese sports delegation has not publicly responded to the matter.

Victims are more than Anta, who will protect the rights and interests of sponsors?

Unlike the Anta expressing strong dissatisfaction, the 361 main character of the incident is not directly responded to, but it can be understood that after all, perhaps the best way to do this is to remain silent and to sell with Sun Yang's wonderful performance.

361 degree is not only Sun Yang himself and Sun Yang's national swimming team sponsor.

At the same time, the 361 consecutive 3 consecutive Asian Games official partners, for the Asian Games to provide officials, referees, staff, torchbearers, cheerleaders, security and a series of official clothing and sports equipment.

Sun Yang's 361 degree dispute with Anta's sponsorship is not affected at the level of the organizing committee.

If the 361 degree sportswear or Anta takes the prize, the organizing committee will not be able to tell which dress Sun Yang will wear to receive the award as long as it does not violate the relevant provisions of the organizing committee.

However, Sun Yang's dressing events are not simply a dispute between sports equipment providers.

At present, most of the voices in the discussion have overlooked one detail: the clothes worn by Sun Yang on the first day of the award, as well as other commercial brand signs.

The left and right arm positions of the Yellow sportswear also appeared in the Chinese and LOGO logo of Geely car and HUAWEI glory.

Both are Sun Yang's personal sponsors.

This is quite puzzling. We must know that in accordance with the relevant provisions of the Asian Games, no sports brand commercial signs are not allowed to appear.

The specific rules stem from a document entitled "business guidelines of the Asian Olympic Council on 2018 Jakarta Kota Palembang Asian Games".

In article I, point second of the document, commercial signs other than clothing or sports equipment manufacturers are prohibited except for clothing, accessories, or other clothing equipment and equipment for athletes or other Asian Games participants.

Geely and glory are not related to sporting goods, but are classified as prohibited.

Now Sun Yang is a wayward man, not only is he personally talking to the delegation, but he is even more serious with the official of the Asian Games.

On the level of exposure of commercial brands, there is also the swimming team itself.

Sun Yang, Wang Jian, Jiahe and other Chinese swimmers' swimming caps appeared a prominent symbol of dairy brand Yakult.

Yakult is a sponsor of the Chinese swimming team. It has been exposed for a long time in the world championships.

However, the regulations of the Asian Games have stricter regulations on the exposure of commercial signs. According to the provisions, there are suspected violations of Yakult logo.

In addition, there are similar products in the sponsors list of this Asian Games.

Take electronics products as an example, Samsung Electronics, a mobile phone brand, is a sponsor of this Asian Games with HUAWEI glory.

Starting from the 1998 Asian Games in Bangkok, Samsung Electronics continuously sponsored the six Asian Games. It is also the longest official sponsor of the Asian Games history.

Although we do not know whether there is a competition exclusion agreement between the Organizing Committee and Samsung, according to past experience, this clause will exist to protect the interests of sponsors.

As early as the Russian World Cup, Croatia player Luo Fu Lan drank a non World Cup official sponsor brand drink on the sideline, and was fined.

This is the result of the competition exclusion agreement.

It has been included in the sponsorship contract as a protection of sponsors' rights and interests.

Sponsors provide financial support for the smooth hosting of events, such as Olympic Games, world cup and other international competitions, through the formulation of strict commercial brand exposure clauses, to protect their own intellectual property rights, but also to protect the interests of sponsors.

The provisions of the business guidance document also reflect the original intention of this protection.

Otherwise, any commercial brand will print its logo to all kinds of apparel of the athletes to advertise. The event will easily become a free advertising field.

This is usually not a situation that the organizers of the tournament are willing to see.

However, as of press time, the official Asian Games did not show any follow-up to the brands such as Geely, glory and Yakult.

In particular, the swimming cap is a part of the match equipment. The director should first be examined and approved by the Organizing Committee for approval.

But on the evening of 20, the logo of Yakult still appeared on the swimming cap of Chinese athletes.

In what name can Yakult be approved by the Organizing Committee for the time being?

This time, Jakarta hosted the Asian Games in the form of "pick up", which caused many discussions about the increasingly insufficient influence of the Asian Games.

From the perspective of Sun Yang's dressing events, if the Asian Olympic Council has really formulated the exposure restrictions on commercial signs, it can not be implemented in the end.

As far as we know, the decline of the Asian Games can be found in some official problems.

Sun Yang concession, but the interests of athletes should be more respected.

Back to the protagonist of this incident, Sun Yang knew openly that he would be a destroyer of rules when he knew that he was going to be on the podium.

As an athlete, he can't have no idea of the importance of rules, but he is willing to risk his punishment and try to find out the bottom line, and when he feels some pressure, he chooses to return to a more secure way.

Sun Yanggan's determination depends on his personal strength.

On the first day of the Jakarta Asian Games in 2018, Sun Yang won the swimming men's 200 meter freestyle champion, so he became the first person to win all the gold medals in the Asian Games, world championships and men's 200, 400 and 1500 meter freestyle swimming.

In the second day of the men's 800 meter freestyle final, he won second gold medals in the Asian Games by breaking the Asian Games record.

It can be said that Sun Yang is a well deserved brother in the Chinese sports world. Sun Yang was also an important force for the Chinese Legion to rely on the Tokyo Olympic Games two years later, which gave him the bargaining chip of the game.

As a matter of fact, Sun Yang is a violation of the rule first, but there are not a few netizens who support him. Some people believe that Sun Yang has proved his love for the country by actual action.

More people said Sun Yang as a member of the national team, just an obligation to fight for the national honor, which is different from CBA's previous Yi Jianlian refused to wear Lining incident, after all, Sun Yang from the national team is only the usual training allowance and winning the prize, and Yi Jianlian from the League to receive a high salary in the CBA official strategic partner Lining's sponsorship fee.

Sun Yang's benefits are disproportionate to the generous benefits of the collective from the sponsors. The key to the problem lies in the distribution of interests between athletes and sports teams.

In essence, the core of the conflict is not athlete Sun Yang and Anta, the sponsor of the event.

With the increasing influence of star athletes, the interests of individuals should be more respected, which requires constant improvement of rules.