Sports and Match

Liu Xiang's record is broke, and it is influential to the market of Nike. In the capital of Cuba, Havana, we can see a Adidas shop. People there are all celebrating for the win of Roberts. He breaks the record of Liu Xiang. As the sponsor of Roberts, Adidas gets a good chance to win Nike because of Liu Xiang's absence.
According to the tradition of running, these two runners will avoid meeting in some small games. The meeting may influence the following games. In addition, they must be responsible for their own sponsors. If they lose in the game, it will be bad for their brand. We must pay attention to one point. Liu Xiang and Roberts are rivals, and Nike and Adidas are also competing all the time.
Gan Mingqi, the marketing manager of Adidas indicates that except China, other countries and areas are all celebrating for Roberts's breaking record. Among them, Cuba's sphere of activities and momentum are greatest in the world. As an international enterprise, Adidas should deal with all kinds of situations. People in China must be not well. Therefore, silence is best in China. This behavior is also helpful for improving the image of Adidas.
Adidas is celebrating for Roberts's new record in the whole world except. At this time, Nike is awkward for this game? According to Wang Xin, the progress of sports can not separate with the competition. As for this game, we need not do anything. Sponsor and athlete are equal and we are cooperative partners. When Liu Xiang faces the difficulty, we should offer our help and make him happy.
Ji Ning, the deputy secretary general of the Beijing Olympic Economy Research Association, he thinks that Adidas and Nike are the world's top-class sports brand. Brand image, product quality and reputation are in the same grade, so a magic weapon to win the competition is marketing planning. Sport is emotional, and can drive a person's mood. If sports marketing has too strong commercial flavor of the business, it will affect the mood of people who watch sports games. However, if corporate marketing communications can correspond with attached the pursuit and desire of people for the spirit of sport, the brand can be implanted in people's minds.
As the sponsor of Liu Xiang, Nike is clever enough. It did the advertisements of "12.88 seconds" when Liu Xiang broke the world record. Later they choose Liu's spirit of the movement as the theme and then advertise for their brand. For instance, we can know this point from the advertisement of Nike "I Am Fighting". We can see the figure of Liu Xiang, but the advertisement mentions and tells us the spirit of sports. Even if Liu Xiang's record is broke, the advertisement does not violate the truth either.
The advertisement strain is the most important one in the corporate marketing strategy, especially sports marketing. But, some domestic companies' sports sponsorship is in the starting point. The stars they signed are all well-known athletes, and some enterprises only signs with Liu Xiang. So once the athlete is in an unstable state, enterprises do not know what to do. So I propose that the domestic enterprises should always pay attention to the competitive state of the sponsored athletes, and timely change the marketing strategy.

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