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Exploring Sponsorship Strategies for Sporting Goods Brands in China
Introduction
As is well known, nowadays sponsorship takes an increasingly important role in sport revenue. The situation is that, sporting goods brands, including Nike, Adidas and Puma, enjoy high returns by high-investigate sponsorship. “The attitude toward both sponsors is significantly influenced by sponsorship awareness, while the attitude toward the sponsor was the strongest predictor of purchase intentions” (Rui Biscaia, Abel Correia, and Antonio Fernando Rosado, 2013). However, in China, the situation is quite different. In the past, most competitions depended on government allocations; now, however, increasing numbers of commercial competitions are privately held to satisfy the public’s growing demand, but privately held companies have always lacked the experience needed to search, collaborate and profit from sponsorship. (QUE Jian, TAN Ling, 2005) It is a good opportunity for Chinese privately held companies, especially sporting goods brands which are relevant closely to sports games to expand influence and popularity. Therefore, the purpose of this study is to present feasible strategies for Sporting Goods Brands in China to obtain satisfying sponsorships in China.
Studies of sports sponsorship in the US are needed for this research, since the American sports market is the most prosperous in the world. Some classic and more recent works include those of Rui Biscaia, Abel Correia, and Antonio Fernando Rosado, (2013). They highlighted the importance of examining actual sponsors. In addition, a survey is a proper way to collect initial information about the situation in the Chinese sponsorship market. In this process, it is helpful ...
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...be not that persuasive and suitable. Third, the data collected may be not representative of all global sport fans, because the majority of the participants come from one same country. Granted these, the gap between US and China could also add disadvantage to the strategy.
In the future, it is a good opportunity for Chinese sporting goods brands to continue to make the change in their areas. Sporting goods companies need to deal with the inventory by online sale as soon as possible, then build a new unique upscale brand and make a corresponding increase in design and quality, and then entry an undeveloped market, pan-outdoors, to completely become a high-end brand to generate revenue in the future. Brands must also know their audience and innovate constantly to match consumers’ changing tastes. A brand that raises prices must make a corresponding increase in quality.
In this scenario, the marketing activities of Prince Sports, Inc. will be examined. Prince Sports manufactures a large line of tennis, racquetball, squash, badminton and table tennis products. The company also manufactures clothing, bags and other accessories that would be useful to individuals in those particular sports. The company makes use of multiple different marketing strategies based on the type of equipment, level of expertise of the player and the type of media outlets that are available.
Division I intercollegiate athletic departments, especially those that are home to Football Bowl Subdivision (FBS) teams, increasingly resemble front offices of professional sport organizations in regard to their mission and business operations. With huge operating budgets, state-of-the-art facilities, world-class athletes, and multinational corporate sponsors, these sport businesses strive to produce winning teams and profitable events every season. The outsourcing of marketing operations and rights is common practice in American college athletics today. According to Li and Burden (2002), more than one half of all NCAA Division I-A athletic programs have outsourced some or all of their marketing operations and rights to a growing number of nationally prominent outsourcing agencies. Among the operations commonly outsourced are the production of radio game broadcasts, production of radio call-in shows, coaches' television shows, sales of media and venue advertising, sales of "official sponsorship" rights to corporations, and production and management of Internet websites, etc. (Li & Burden, 2002).
Over the last several years, it has become undeniable that any kind of sport can, and will, be sensationalized and commercialized by the people from the great companies like “Coca-Cola, Pepsi Cola, and Marlboro” (1667). These companies have hundreds of thousands of dollars budgeted each year to pour into sports in the form of sponsorships, advertising, etc. Once the sponsorships are introduced into a sport, it is exactly the kind of thing that will push an athlete out of competition. An athlete will find himself in a “make-it or break-it” situation. If an athlete receives a sponsorship, then the money is free flowing for equipment, testing, training, etc – anything that the athlete wants or needs to aid in putting him...
The company is affronting several challenges; the industry of sports and medicine is very competitive. There are big companies and multinationals that have a high power of negotiation and dominion in scale economy that allow them to enter in any market and introduce their products. If Smith & Brown apply the strategy of the balanced scorecard with the four perspectives, it can discover and improve its strengths and comparative advantages against the other competitors in the market (Norreklit, 2000). To create the comparative advantages against the high street drug and supermarket chain’s own labeled products, which are normally considered as average quality products, Smith & Brown can focus on producing luxury products using their brand profile, which insures the customer that these products are widely used and trusted by sport celebrities. The retailers cannot be considered as new rivals in the market, but an empowered client that new negotiation conditions have to be considered. In an aspect the company needs to revise which internal aspects give them an advantage against the other companies (Marlys & Steven,
Mihai, Alexandru. “The Strategic Sports Marketing Planning Process.” Manager. Manager Journal, 2013. Web. 6 December 2013.
Athlete Endorsements – What’s in a Name." The Business of Sports. Wordpress. Web. 12 Sept. 2011.
The Current Scale and the Economic Importance of the Sports Industry Over 100 years ago the scale of the sports industry has increased gradually. Not all sports have followed in the same path or footsteps. A slow increasing level of control has been affecting the sports industry since 1960Â’s. Mainly standardisation and commodification of sport. More money has been put into the industry equivalent with the efforts that the sports organisations have put in, to increase their potential at the professional end of the scale, and the voluntary end they remain sustainable.
Sports teams around the world value the importance of keeping their consumers (fans) happy and engaged. The NFL’s New England Patriots are very active in the community and have expansive social media sites and online tools to keep their consumers engaged and connected to all things related to the franchise. Over in Europe, the football franchise Manchester United has created a large following and making sure their consumers are engaged is one of the franchises’ main strategies (Emirates24/7). According to Forbes 50 most valuable sports teams of 2013, both Manchester United (#2 at $3.165 Billion) and the Patriots (#6 at $1.635 Billion) are included on that list. This paper will highlight how both New England and Manchester are identifying their consumers and how their activities are targeting those consumers.
Desbordes, Michel. "Measuring Fair Play And Planning Long Term." International Journal Of Sports Marketing & Sponsorship 15.2 (2014): 77. SPORTDiscus with Full Text. Web. 17 Feb. 2014.
Sports are one of the most profitable industries in the world. Everyone wants to get their hands on a piece of the action. Those individuals and industries that spend hundreds of millions of dollars on these sports teams are hoping to make a profit, but it may be an indirect profit. It could be a profit for the sports club, or it could be a promotion for another organization (i.e. Rupert Murdoch, FOX). The economics involved with sports have drastically changed over the last ten years.
Nike is a very large brand, due to its size its target consumer is usually very broad. The brand motto is “Just Do It” which is meant to target ordinary people, showing that anyone can be an athlete and encourage health. This links it back to the Health Conscious City Dwellers as some of them do not necessarily exercise regularly but the NikeFuel bracelet makes exercise a part of the consumer’s everyday activities. Nike is usually associated with achievers, they endorse elite athletes in order to reinforce this ideal but also utilize the idea that it is possible for anyone to achieve greatness with the right amount of work. The NikeFuel’s slogan is “Motivation on your wrist”, sticking with Nike’s ideals of always encouraging
Sports have been around for thousands of years. The history of sports in United States began back in the 1840s. United States is a very unique country when we look at its sports, just like every country has a different structure of sports so does US. This paper will be taking about the Sports Organizations and Governance, the sports industry, sports organizations, and Structure of sports in the United States. It will also cover the Sport in the United States vs. Other Western Democracies by taking a look at the State Political, historical context, team objectives, and sports organizations. It will also cover the uniqueness of American sport as well as cover the mass participation and give recommendations on how to increase participation and success.
Sports are one thing that unite people from various backgrounds. The idea of being up-to-date with trends is also something that is idolized over different cultures. The key place to find the latest and greatest trend is from the youth’s interest and sporting events. The fact that “RBMH covered all the various aspects of its marketing tools from making online feature films, television coverage, sports magazine called The Red Bulletin, and an in house record label” means that Red Bull is not afraid to dabble into new industries in order to expand their brand (Kansara, 4). Red Bull also has a unique 4-pack packaging that differentiates them from their competitors (Kansara, 4). Supporting over 500 extreme sports athletes leaves little to no room for competitors to try and be seen in the sports industry (page 6). Red Bull also uses social media, such as Twitter, to truly connect with their consumers rather than solely sale their product. They hope to remain a privately owned company (Kansara, 9), eliminating room for unauthentic replication of their brand. They also strongly connect to the youth because they are noted as a “rebellious drink” (Kansara,
The flip side of any sponsorship deal is the knowledge that the sponsoring organisation's most valuable marketing asset, its brand, is exposed to the risks that are inherent in professional sport. The key issue is the strength of the link between shocks, crises and general bad behaviour of top-profile sports people, and the image and brand equity of sponsors. In short, when the mud flies, does it stick to the brands?
While sports for the spectators are merely entertainment, the economics of the industry are what drives businesses to become involved. Sports have become more of a business entity rather than an entertainment industry due to the strong economic perception of the over all industry. There are several instances in which economics may contribute to the effect on the sports industry, such as: the success of a team, the price of a ticket, the amount of money an athlete will make, and the amount of profit a team will make. The success of an...