Yutang WEEKLY brings you weekly domestic and foreign sports marketing news.
In the past week, what events have occurred in the sports marketing industry at home and abroad? Yutang will review and interpret the top ten cases for you.
. Gu Ailing became Victoria's Secret spokesperson
Recently, "Victoria's Secret" announced two rebranding plans, namely VS Collective and the Victoria's Secret Global Women's Cancer Foundation. Victoria's Secret will no longer use classic symbols such as angel supermodels and wings. Instead, it will be endorsed by 7 successful cross-field women who are famous for their achievements rather than their bodies. Among these 7 women, Gu Ailing, the Chinese freestyle skiing world champion. They will take turns providing advice to the brand and will appear in brand advertising and social media, becoming the world's leading advocate of female power alongside Victoria's Secret.
Gu Ailing said she felt "honored" to be able to work side by side with other inspiring women. Victoria's Secret "is looking to break boundaries and use its platform to uplift, defend and advocate for women around the world," she said. "I hope to unite and inspire everyone by sharing my story and experiences." "I'm honored to be a part of this movement. Come through changes and get this opportunity.”
As an important member of the Chinese delegation at the Beijing Winter Olympics, Gu Ailing’s competitiveness on the field is constantly highlighted. In March this year, Gu Ailing won the World Championship championship in two events despite being injured. His strength should not be underestimated. As a supernova in the field of ice and snow, Gu Ailing has also been favored by many well-known brands, including Red Bull, Mengniu, Anta, and Tiffany, all of whom have established cooperative relationships.
. Japanese publishing house Kodansha becomes Liverpool’s global partner
Premier League giants Liverpool have signed a multi-year agreement with Japan’s Kodansha, making the company the club’s official publishing partner. Kodansha publishes a wide range of products, including TV, anime, magazines, picture books, novels and official merchandise. Kodansha is partnering with the club's official charity, the LFC Foundation, to launch "creative works". Kodansha has also committed to supporting the wider Liverpool community through various donations over the course of the partnership.
Liverpool chief executive Billy Hogan said: "As a football club we have so many incredible stories throughout our history that continue to be told and inspired through the power of creativity and storytelling. Keeping them alive." Generations of content plans. "Every game this team plays in front of fans around the world creates and shares incredible stories that inspire joy and excitement," said
Kodansha President Shobu Noma. We hope to harness this extraordinary power to inspire impossible stories and build a powerful, successful partnership. Let's create stories together that bring excitement and ignite inspiration around the world. The exclusive official human resources service provider for the Olympic and Paralympic Games
Recently, the Beijing Winter Olympics Organizing Committee signed a sponsorship agreement with Beijing Huapin Borui Network Technology Co., Ltd., and its brand BOSS Direct Recruitment officially became the official supplier of the Beijing 2022 Winter Olympics and The exclusive provider of official human resources services for the Winter Paralympic Games. As the exclusive provider of official human resources services for the Beijing Winter Olympics, BOSS Direct Recruitment will give full play to its professional advantages in the field of human resources, fully cooperate with the Beijing Winter Olympics Organizing Committee in human resources related work, ensure the hosting of the games, and retain talent reserves for the Provide assistance to the development of China's ice and snow sports and even the sports industry, and build an export channel for professional talents in the post-Olympic era.
The Market Development Department of the Beijing Winter Olympics Organizing Committee stated that the Beijing Winter Olympics Organizing Committee will always adhere to the Olympic Games concept of "green, open, shared, and clean" and firmly grasp the requirements of "simple, safe, and exciting" to serve the general public. Sponsoring companies build a broader marketing and display platform to further enhance the brand influence of sponsoring companies, allowing companies to fully enjoy the extensive benefits brought by the Winter Olympics brand.
So far, the Beijing Winter Olympics Organizing Committee has successfully signed 43 sponsoring companies, including 11 official partners, namely Bank of China , Air China , Yili , Anta, China Unicom , Shougang , PetroChina, Sinopec, State Grid, PICC and Three Gorges Group; 11 official sponsors, namely Tsingtao Beer, Yanjing Beer, Arowana, Shunxin, Cultural Investment Holdings, Beiao Group , Hengyuanxiang , Qi'anxin, Yuanfudao Online Education, Yum China and Panpan Food; 10 official exclusive suppliers, namely EF Education, iFlytek , China Post , Huayang Lianzhong , Snickers, Airport Hongyuan, 3Trees, Dongdao, Liangye and BOSS Direct Recruitment; and 11 official suppliers, namely PricewaterhouseCoopers , Suirui Group, Kingsoft Office, Yishi Technology, Gehua Cable , Hebei Radio and Television, Fengyuan Biotechnology, Qisheng Technology, Tiantan Furniture, Shijiazhuang Banknote Printing and Shuhua Sports.
. AFC renewed its contract with Molten
AFC Secretary-General Dato' Windsor John said: "As one of the most famous sporting goods brands in Asia, Molten has always been committed to the development of Asian football. The AFC is very happy to continue to cooperate with Molten , we are very grateful for their support of Asian football, and with a trusted partner like Moten, we will continue to be committed to providing the world-class competition that the AFC has been pursuing for all players, teams and players in Asia. Passionate Asian fans around the world will benefit.”
Molten President and CEO Kiyo Tamiaki said: “We are very pleased that Molten’s game balls will be used in the top 12 tournament in Asia. Adhering to the concept of "For the real game", we are committed to technological innovation, continue to provide high-quality products for Asian football, and also want to contribute to the continued success of Asian football.
. Ralph Lauren and G2 esports club
Berlin-based esports organization G2 has appointed American clothing brand Ralph Lauren as its exclusive fashion brand. Ralph Lauren already has a large portfolio of sports partnerships, including the U.S. Olympic and Paralympic teams, Wimbledon, the U.S. Open and the Australian Open, the Grand Slams, and golf. PGA Championship and U.S. Open, as well as the U.S. Ryder Cup team. The deal makes Ralph Lauren the latest luxury fashion brand to enter the e-sports field, following LV and Gucci.
Alice Delahunt, chief digital and content officer for Ralph Lauren, said: “Our partnership with G2 will further the progress we are making and bring our strong legacy brands to life on new platforms. comes to life in an authentic way. It also underscores our commitment to reaching new consumers, including digital natives, who view gaming as a world-class sport and entertainment."Ralph Lauren has partnered with G2 to enter the gaming world and there's nothing like being able to perform while doing what we do," said Carlos 'Ocelote' Rodriguez, founder and CEO of
G2 Esports Their strategy makes us even more happy and proud. With their support, we will continue to thrive and improve the way we deliver entertainment. "
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Samsung became the official sponsor of the e-sports organization Guild Esports
Recently, Samsung became the official sponsor of the e-sports organization Guild Esports, Beckham is the co-owner of the organization. It was revealed that the deal 50% will be paid in cash, while 50% will be paid in the form of Samsung monitors and other equipment. Samsung will gain exposure on Guild’s social media and digital content, which is mainly targeted at professional gamers and content creators. Expanding operations this year, Michelle Tierney, director of commercial partnerships for the organization, said: Samsung is an ideal partner for Guild because it has world-leading technology, is focused on innovation, and provides users with the best Gaming experience.”
Samsung has a long history of investing in the e-sports field, and the company is currently focusing on international e-sports assets. Samsung Electronics Damon Crowhurst, UK, said: "This partnership demonstrates our continued commitment to gamers and the wider industry to deliver experiences for fans that go beyond the norm."
. Valencia becomes the first team to promote fan tokens on their jerseys
As part of a new partnership with Chiliz, the blockchain provider that owns the Socios.com fan engagement platform, La Liga Valencia will next season jerseys promoting their own fan tokens. Under the deal, Valencia's upcoming $VCF fan token will appear on the front of the shirt, replacing online bookmaker Bwin. Valencia will be the first team in the world to promote their fan tokens on the front of their jerseys, the parties said.
Valencia President Anil Murthy said: "I believe that fans will always be at the heart of football and the use of innovation and technology is necessary to maintain this tradition. Therefore, we are delighted to have Chiliz as the 2021 /Official Fan Token Partner of Season 22. Together with them, $VCF will enter the next generation of fan engagement through their Socios.com platform, which will revolutionize fan engagement through technology and innovation. The club’s priority is to continue to innovate. and exploring new trends so that we can continue to engage our fans in an ever-changing world,” said Alexandre Dreyfus, CEO of
Chiliz and Socios.com. , our fourth partnership with a major Spanish club and our 38th globally, will bring incredible visibility to Fan Tokens and the Socios.com platform, accelerating our mission to transform passive fans into active fans Contributors, building a brighter future for sport.
8. Wimbledon renews five-year contract with Jaguar
The All England Lawn Tennis Club (AELTC) has renewed its partnership with the British car brand Jaguar for another five years. The deal will see Jaguar continue to be the official car of Wimbledon, extending the company's relationship with Wimbledon to more than a decade. Jaguar, which first partnered with AELTC in 2015, will also continue to use the Jaguar Ace Pace Wimbledon Edition app, which allows fans to measure the efficiency of their tennis serves, while also challenging the company's brand ambassadors in a national challenge.
AELTC commercial and media director Mick Desmond said: “Bringing our fans closer to Wimbledon is key and Jaguar’s ‘Unparalleled Experience’ campaign aligns perfectly with our approach. As we are proactive about the environment As part of our commitment to reduce our carbon emissions to net zero by 2030, Jaguar is playing an important role in helping us deliver on this commitment by displaying zero-emission I-PACE cars in our Wimbledon fleet.
Jaguar Land Rover UK Marketing Director Anthony Bradbury said: “When it comes to global sporting events, Wimbledon is truly unrivalled. Just like Wimbledon, we are trying to push the boundaries of innovation and do things in an exciting and unexpected way. By showcasing the Jaguar I-PACE partnership, we reaffirm our shared commitment to creating a more sustainable future with electrification at its core. ”
9. F1 and Fanatics renew multi-year cooperation agreement
Recently, F1 and Fanatics, a global leader in licensed sports merchandise, renewed a multi-year e-commerce and manufacturing agreement. The official F1 online store leverages Fanatics’ vertical business model, combining on-demand manufacturing with an agile supply chain combined to produce the most timely merchandise assortment for F1 fans. A key driver of official F1 Online Store sales in 2020 is the store’s move to Fanatics’ industry-leading cloud commerce technology, which provides fast navigation for fans across the online and mobile site. Ben Pincus, director of commercial partnerships at
F1, said: “We are delighted to expand our e-commerce and licensing partnership with Fanatics, building on the outstanding growth we have seen over the past few years in 2020. Performance. Our goal is to serve all fans around the world, and our focus in the next few years will be on entering new markets and developing strategic regions like China. Zohar Ravid, general manager of international operations at
Fanatics, said: “We have been working with F1 for many years and have significantly grown its global merchandise business during this time. They moved their website to our innovative Cloud Commerce platform which has delivered some incredible results in recent months. We will continue this growth momentum in the coming years and I am delighted that we are now able to continue to provide excellent service to our fans around the world. ”
0. Everton has partnered with digital inventory platform Horizm
Premier League Everton has partnered with digital inventory platform Horizm to maximize the value of its digital assets. Under the agreement, Everton will leverage Horizm’s artificial intelligence Solutions to better understand the value of its digital inventory and decide how to package it to generate revenue from new and existing partners Everton has nearly 900 on its main Facebook, Instagram and Twitter pages. Chelsea , Arsenal , Watford and Wolves have already established cooperation with the company,
Everton director of cooperation Mark Rollins (Mark Rollings) said: "Fans. The lifeblood of our club, digital media plays a vital role in how we connect with our fans around the world. “By partnering with Horizm, we can continue to improve our performance across different channels, providing our fans and partners with more content, more channels and better value that, from a business perspective, we can use Digital tools to identify new revenue opportunities. Sam Grimley, commercial director at
Horizm, said: “This club has a deep connection with their fans and with a new stadium on the horizon we look forward to helping them capitalize on the commercial potential of their digital fan base. , leading them to an exciting future. "
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