2016 is a major sporting event, with a series of sports events including the Olympic Games, the European Cup and the America's Cup. Among them, the European Cup is undoubtedly the hot spot in the eyes of the majority of fans, and is also considered a good opportunity for sports marketing by domestic color TV brands.
The combination of football and television is a golden partner. At present, the heat of domestic football is constantly rising and the color TV industry is competing to play football cards. The Internet brand LeEco officially named the Beijing Guoan football team this year. The Jiangsu football that Suning Group of PPTV affiliated to took hold of it has raised a lot and attracted much attention. The traditional color TV maker Skyworth Group was the official sponsor of the “China Team†program of the Chinese Football Association for 2015-2019 last year. Not long ago, the National Football Team made a miracle and entered the final round of the World Cup semi-finals after 15 years, which is a lot of extra points for this undeniable sponsor brand.
Among domestic color TV companies, Hisense is the most international player in playing soccer. At the beginning of this year, UEFA and Hisense Group jointly announced that Hisense will become the top sponsor of the 2016 European Cup and will also become the global sponsor of the 2018 World Cup qualifier in Europe. This is the first Chinese sponsorship of the European Cup since its establishment in 56 years. Hisense has thus become one of the top global partners in the international sports events among Chinese companies.
It is reported that from June to July this year, the 15th European Football Championship will be held in France. It is estimated that there will be 6.6 billion live broadcasters worldwide, and China will have more than 1.2 billion people watching it. As a sponsor of multimedia, home appliances and communications equipment, Hisense will perform brand dramas with Adidas, Coca-Cola and other world-class brands. Hisense LOGO will appear on the face of the tickets, venue advertisements and the official background board, Hisense's 4K TV, 4G mobile phone will also serve the tournament.
As the leading color TV company in China, Hisense has ranked first in the domestic market for many years and has held high the banner of its own brand to “go globalâ€. In 2015, overseas sales of Hisense TV accounted for 40% of the overall scale. In the global market, Hisense TV shipments also surpass Sony to enter the world's top three.
Overseas consumers are relatively unfamiliar with domestic color TV brands, and sponsoring major international sports events is a quick way for the public to recognize brands and form goodwill as soon as possible. According to Zhu Shuqin, head of brand of Hisense Group, “Sports marketing has played a significant role in the expansion of Hisense's global market. In the past year, Hisense’s overseas market brand rate has increased by 0.21 percentage point, bringing 40.8% of brand revenue.â€
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