The original topic of the article on June 19 on the website of German TV 2: Why do Chinese enterprises advertise in the European Cup? Anyone who has watched the matches between Germany and Hungary will notice that the European Cup football field is full of signs of Chinese enterprises.In this European Cup, 5 of the 13 major sponsors came from China: BYD, Alipay, AliExpress, Hisense and vivo.
UEFA stressed that who becomes a partner is not only determined by the amount of sponsorship: in addition to funds, services and mutual benefit also play a central role.For Chinese enterprises, advertising at international sports events is not new. They also participate in the Champions League and the Olympic Games.But what are their expectations for advertising at the European Cup?
First, Chinese enterprises want to enter the European market."Chinese enterprises hope to establish brand influence in Europe and improve their popularity among global audiences," said Simon Chadwick, professor of sports and geopolitical economics at SKEMA Business School in France.For example, BYD sold more than 3 million cars last year, 90% of which were in China.BYD hopes to change this situation. Shu Youxing, general manager of its European auto sales business, said that the company hopes to "introduce itself to a wide range of audiences".
The other two Chinese sponsors are from Alibaba Group: AliExpress and Alipay.Cooperation with UEFA can offset concerns about data security.Chadwick said: "As sponsors of emerging markets, Chinese enterprises can show that they are responsible and trustworthy partners."
Second, China hopes to demonstrate its geopolitical strength.Chadwick believes that European Cup advertising is not only about the economic success of a single company: "There is also a geopolitical strategy behind it." For China, this competition is an opportunity to show itself as a member of the international community.China hopes to show its strength, which will also be recognized by the Chinese people.
Third, Chinese fans should also be concerned because they are enthusiastic about the European Cup.Since the start of the European Cup, the ratings of TV stations have risen significantly.Many young Chinese watched the opening ceremony at 3:00 a.m., and they are also potential customers."China's European Cup sponsors are also catering to Chinese fans," Chadwick said.These brands can show fans that they are important outside their own country."The connection with international events can create great prestige for them." (Author Louisa Hoben, translated by Aoki) ▲
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