Chapter 2108 Sponsor One After Another

"Life in America ()"

2108

Coca-Cola and Maiji’s show operation directly affected the representatives of other brands, especially the representatives of the same type of Heineken beer. Seeing that they could still operate like this, they quickly called the parent company. After some urgent communication, they immediately contacted Yi Enair signed a supplementary agreement-in addition to the sponsorship of billboards on the sidelines, he followed Coca-Cola's model and signed a three-year 48 million pound contract. After drinking at Anfield, he can only choose Heineken , others are not allowed to sell!

Why is Heineken 48 million? Because they are the main sponsors of Liverpool, for old friends, there is still a little discount.

By the way, the representatives of Coca-Cola also specially invited Yang Cheng outside the office and chatted alone for 5 minutes. They wanted to ask Yang Cheng for a favor. Candy maker Cadbury and Barclays join the ranks as the Premier League's seventh and final league partner.

Just last year, the Premier League ended its 13-year league naming agreement with Barclays Bank and switched to a multi-party sponsorship model, and this business system has become more complete due to the addition of multiple brands.

The cooperation with the Premier League is not the first time that Coca-Cola has been involved in football or even sports. Their previous sports marketing projects include major events such as the FIFA World Cup and the Olympic Games; coupled with the previous cooperation with the English Football League (EFL), the Premier League management has enough reasons Optimistic about the cooperation between the two sides.

In their view, Coca-Cola and the Premier League have similar brand ambitions, and for Coca-Cola, the cooperation with the world's most popular football league means that the brand can integrate its different products for the first time, especially the current brand. Sugar-free products.

Yang Cheng is naturally happy to see the results. The Premier League has money, so it can distribute more benefits to the club. Besides, Coca-Cola is one of Liverpool's new main sponsors, and he himself is one of the major shareholders of Coca-Cola. With the addition of these reasons, Yang Cheng agreed to the other party's request without saying a word.

Yang Cheng is still very optimistic about the cooperation between the Premier League and Coca-Cola. The two brands are leaders in their respective fields. Therefore, there is no doubt that the cooperation between two truly global brands will eventually have a wider influence. .

At present, Coca-Cola has business in 206 countries around the world except Cuba and North Korea. Once the contract is signed, there must be many regions hoping to participate in this cooperation.

For the Premier League, through cooperation with Coca-Cola manufacturers in other regions, it can deeply promote the league locally.

For a considerable number of people who choose to drink Coca-Cola products, football and the Premier League are their first hobbies.

As the best football league in the world, the Premier League reaches 1 billion households in 189 countries.

Therefore, the cooperation with the Premier League allows Coca-Cola to customize a series of marketing activities around the core events, so as to further shorten the distance with fans and increase brand awareness, which is particularly important for Coca-Cola.

In other words, the cooperation with the Premier League allows Coca-Cola to conduct brand marketing in a highly integrated way.

As a result, not only can Coca-Cola's core products be effectively activated, but also many of its other brands can be revitalized, such as lighter varieties such as Sprite and low-sugar products.

Low-sugar and sugar-free series account for a very large proportion of Coca-Cola's current products, reaching about 70%. In the future, the main products sold at Anfield will also be sugar-free or low-sugar series. It took a lot of effort.

As mentioned earlier, the type of sponsorship brand, the second is the localization of the brand.

What does that mean?

Nowadays, the process of globalization makes more and more enterprises go abroad,

When a company comes to a new market, how can it quickly increase the brand's local popularity and market share? Sponsoring the sports industry can be a quick way.

Take Warwick, a mobile phone brand in country Z, as an example. Warwick became a sponsor of the French giants Paris Saint-Germain in 2014. With the success of Paris Saint-Germain at home and abroad, Warwick has gradually opened up the French market.

At the end of 2015, Huawei's market share in France was 5%, and it is expected to reach 10% by the end of this year.

In Argentina, Warwick also became the sponsor of Boca Juniors and River Plate, two traditional South American giants, and its purpose is to quickly open up the market through the strong appeal of these two teams in South America.

Another most typical example is the Korean car brand Hyundai-Kia. From the European Cup in Portugal in 2004 to the European Cup in France last year, Hyundai-Kia has always been an important partner of UEFA.

In the past 10 years, relying on the high appearance rate in the European arena, the sales figures of the company have also been rising steadily, and the sales volume has increased by 11% compared with the same period last year. We must know that the European auto market is very mature and relatively saturated. It is not easy to achieve this performance in the European market where there are many big brands.

Enterprises choose a very influential team or event in the country or region, quickly gain popularity and attention through sponsorship, and then formulate their own unique sales strategies in combination with the country or region's unique cultural traditions and consumption habits And advertising, to convey a brand's localized information, to narrow the psychological distance with consumers in the country, so that the brand image and corporate values ​​are deeply rooted in the hearts of the people. Only in this way can it be widely recognized by the local market.

Huawei has always wanted to conquer the UK, the core battlefield of Europe, but it has never been able to do so. They have also had contact with Yang Cheng before, but it was the US market. Although the cooperation did not succeed, they do not mind trying again in the UK .

And it's just a sponsorship, not a transfer of core technology. Yang Cheng has no reason to refuse a three-year, £30 million contract.

As for car sponsorship, Koreans have nothing to do. The Volkswagen Group behind Audi has never hesitated to invest in sports events. Of course, Audi’s sponsorship is mainly to send cars. They rarely pay cash, including for Real Madrid, Barcelona, The same goes for the sponsorship of Bayern and other giants.

The sponsorship of Liverpool is also a car, and the Audi's launch ceremony every year is also the object of the media's rush to report.

But this time, with Liverpool winning the championship, Ian Ayer also won Audi car sponsorship for the team staff. Of course, the value is definitely not as good as the luxury cars of the players and coaches, but the last time it is a B-class car or a C-class car. The staff is already very good, after all, it is free.

This time, Audi will sponsor a total of 47 cars for Liverpool, with a total value of more than 5 million pounds. This is only an indirect sponsorship contract, not a main sponsorship. . .