Chinese brands. Consumer electronics brand Hisense, financial transaction platform Alipay, global mobile phone brand Vivo and social media TikTok. A famous media that entertains the masses. while the other 5 main sponsors are brands of western countries Coca-Cola, Heineken, FedEx, Booking.com, Qatar Airways, GAZPROM, Takeaway. com and Volkswagen
It is interesting to analyze why Chinese brands have jumped into Euro 2020 with so much investment, because at Euro 2016 only Hisense was the sponsor. As for the famous brands from the United States that should have no name.
The organizing committee of the European Football Federation (UEFA) clarified that UEFA does not have any special strategy in attracting Chinese brands to support it. But it is open to all brands that can create awareness with people around the world.
It’s not just UEFA and football that benefit. But these Chinese sponsors have had quite a bit of success pouring money into Euro 2020.
Su Su Chen
Su Su Chen, Lecturer of Sports Policy and Management The University of Birmingham, UK, has revealed that Hisense has reported higher sales following its Euro 2016 sponsorship.
Hisense has also confirmed that after Euro 2016, Hisense products sold twice as much in the UK, Germany, Spain, France, Italy and the boundaries of Euro 2020, the 2020 Olympic Games, and the 2022 World Cup during the period. Over a year or so, it’s a great opportunity for brands to will be introduce to the world by sponsoring these competitions
Matt Bailey, an analyst advertisement Saving Ideas (Omdia) commented. Europe is clearly an important market for the Chinese business industry. Looking at Tik Tok, which is very popular among Europeans in 2020.
Back in 2014, Xi Jinping increased the policy to add more sports courses to education. In 2016, the Chinese Super League, domestic football leagues boomed attractively by encouraging clubs to Throw money to sign famous players from Europe and South America to join the team. Until football fans began to see the Chinese football league on the map of the football industry more clearly.
But seeing that doing so did not make the Chinese national football team stronger. And various clubs Was facing financial problems until the team was disbanded enough. Chinese Super League therefore gave birth to a policy to set the wage ceiling of the players.
With a population of more than 1.4 billion people in China today. This makes it a huge market for football. It is said that there are 200 million Arsenal fans in China. Three times the total population of England.
Another question was aske whether to support world-class football like this. What benefits will it have for the Chinese national team in going to the World Cup in the future? Because China hasn’t been to the World Cup for 20 years after doing it for the first and only time at the 2002 World Cup.
Joe de Quant
Joe de Quant, managing director of Big Orange Media in the UK, analyzed: This might have some effect. But what brands The need from this Euro is to create awareness of its own brand. Because throughout the competition, I rarely see any product or service promotion. It is often mentioned by the brand name. until people watch football when that company 8-Year Long-Term Sponsorship Football watchers will hear the brand for 8 years because there will always be a sponsorship name or advertisement at the time of the match or during the break.
“Euro creates a great opportunity to get people to know brands. Because the Euro is a competition that people are very interested in. And there hasn’t been a tournament this big in over a year,” said Joe de Quant.
Cindy Gallop , Founder of MakeLoveNotPorn adult social platform Which is half Chinese-English, sees a new phenomenon from a famous Chinese brand This is a great opportunity to promote racism that persists in many parts of the world. with the use of football language to communicate
Football is not just a dimension of passing the ball into the goal. But it’s like a gold mine that generates huge income for both the people on the field and the business world.