The competition field is also a stage for contemplating life and focusing on emotion. Sports marketing creativity should not only pursue the athletic achievements of athletes and sports teams, but also affect sports fetishism
A few days ago, a small excavator on the sideline of the Beijing Team was quite eye-catching when the North Control Team played Beijing Team in the 40th round of the CBA (China Men's Basketball Professional League) regular season. It was reported that the excavator had entered the arena before the competition. In the rain of roses scattered by the bucket, a man successfully proposed to his girlfriend. Courtship and confession are common sideshows in professional sports, but it is rare to use excavators. It turned out that this was an event planned by a sponsor of CBA. The couple were both employees of this company. They had experienced a long run of love. This time, they decided to make a final decision through their own products.
Lovers reap blessings, the league adds topics, and the products are completed and unveiled. For sponsors, this is a marketing activity with reference value. Direct viewing, marketing is to create goodwill to promote sales, and pay attention to originality. Sports marketing is usually expressed as the pursuit of competitive achievements and sports stars. In this activity, ordinary people play the leading role, excavators are used on the field, and planning and creativity are also close to sports characteristics.
In the slam dunk contest, Zhao Tailong and Zhai Yi completed an amazing button on the special shoe model, which is a classic moment of CBA All Star Weekend. The eye-catching equipment sponsor logo on the obstacle quietly entered the picture; The Shanghai Men's Basketball Team has chosen a video website with a dominant secondary culture and a large number of young users as its title sponsor. This "move to break the dimensional wall" is still talked about by fans today; Last year, a CBA sponsor launched a series of commercials, asking "What's your life going to be like?" The athletes and ordinary people answered together, crossing the circle of basketball and hitting people's hearts directly... Or unexpected, or interesting, or deep. From the perspective of marketing, these activities have one thing in common, winning with creativity and moving with emotion.
This is because many people also regard sports as a stage for contemplating life and focusing on emotions. New talent's debut, veteran's farewell, legendary return and classic reappearance can often cause instant understanding and resonance. The arena is condensed with speed, strength and beauty, which often ignites emotions and imprints memories in a short time. Sports marketing plays the "emotion card", which is to establish a continuous and deep emotional communication between athletes and ordinary people, the stadium and life, stimulate positive emotions, and leave a good impression.
According to the league's official website, there are 18 CBA partners this season, and the revenue from sponsorship and copyright is expected to exceed 1 billion yuan. The higher brand value of sports events also means that the playing space of sports marketing is widened. Choose moving stories and use appropriate expressions. Even excavators can perform romantic plays on the sports stage.
People's Daily (February 21, 2019, version 15)
(Editor in charge: Hu Xuerong, Yang Lei)
