Natural mineral water brand Alps sign three-year partnership with BWF
21 Aug 2019 20:30
It is hard to say that the upcoming 2015 Xiamen International Marathon is a pure sport event rather than a competition between brands.
An amateur organization named”Outdoor Elite Running Group ”sponsored by a Chinese professional sports food brand, CPT, will participate in the Marathon. Members in this group are all amateur marathoners and CPT will provide them all types of athletic nutrition support pre and after the competition. This is not the only sponsored running group during the Marathon. Other business brands, like KING SMITH (Sporting equipment), Xtep(sporting apparel) and Zhong Baoyue(auto accessories) also involved themselves in a different sponsorship deal respectively.
Combining running with brands is not something that comes after marathon being introduced in China market. Back in 2006, LI-NING created an online community named ” LI-NING iRUN Club”, becoming the only communication platform for runners in China. In 2012, Nike even launched a running experience store, exclusively selling running-related equipments in Sanlitun Village, Beijing.
In 2013, running became a sport for all. Various running events were staged during the year. The statistics shows that more than 750,000 people participated in 39 marathon events in 2013.
For some sport companies, the year was very fruitful. Nike disclosed that running gear was biggest category representing a huge sale in China market. New Balance expended their store from 573 to 886 in one year.
Sport brand is not the one that regards running as an important marketing tool, automobile and technology companies also enjoyed the lucrative business. Beijing Hyundai was the major sponsor of Beijing Marathon; BMW sponsored Shanghai Marathon, Xiamen Marathon and Lanzhou Marathon. Even the CCB (China Construction Bank), Tsingtao Beer and King Long Bus announced to be the sponsor of 2015 Xiamen International Marathon.
Why so many brands keen on Marathon?
A marketing expert on condition of anonymity said that traditional and digital advertisement is unable to target consumers accurately and thus not so cost effective. Brands figured out a way and changed their marketing strategy. They are investing more directly into cultivating fans and those fans create a secondary spread for their brand.
“Running as a life style for American middle class, the sport audience in China is certainly high spending and this demographic group is what those brands value most, “he said.
Related coverage
Qinghai Sport Bureau lands a ¥11.6 million sponsorship
19 Aug 2015
Hisense sponsors Ethiopian youth tournament
25 Nov 2016
7 Days Hotel to sponsor OGC Nice
16 Aug 2017
Wanda Sports joins Under Armour to promote Rock ‘n’ Roll Marathon Series
15 Sep 2017
Barclays’ Global Sponsorship Group leader Nathan Homer: China is an unmissable market
16 May 2016
More from Yutang Sports
SportAccord 2024 - combating online abuse ‘chance for sport to show its power’
22 Mar 2024
Ingmar De Vos elected as the next ASOIF President
10 Apr 2024
HealthAccord spotlights mental health and female athlete well-being
08 Feb 2024
SportAccord 2024 - sport as a ‘powerful, transformative tool’ under spotlight at CityAccord
29 Mar 2024
SportAccord 2024 - MediaAccord is ‘rare opportunity’ to meet before Paris 2024
08 Mar 2024
Yutang Sports
loading...