In recent years, the scale of the sports industry can be said to be clearly expanding and the consumption of sports has increased significantly. In the past two years, fitness, football, and especially e-sports have gained a lot of favor.
For 2018, Chen Hang, president of the China Cultural Industry Investment Fund, said that he would focus on two areas, the first is the major categories of traditional sports such as events and sporting goods, and the second is the individualized sports sub-sector, such as sports training. , venues, fitness, etc.
People are increasingly demanding facilities at the same time as they enjoy the sport. Good venues, equipment, and lighting can bring great pleasure to the athletes. However, the most important and most difficult thing to deal with is the light.
Even the grandfather and aunt of the square dance hope to install lighting measures in the square.
The spring of the sports industry is coming?
From the policy of intensive introduction of the state in 2016, we can easily see that the state will continue to invest heavily in the construction of sports infrastructure; continue to vigorously advocate the national fitness campaign and encourage and mobilize people's consumption of sports, tourism and cultural products; Next, the state will continue to vigorously advocate the snow and ice movement; the cross-border integration of sports and tourism is already the trend of the times, and the combination of sports, literature and travel will become higher and higher.
In July last year, the State General Administration of Sports officially issued the "13th Five-Year Plan for the Development of Sports Industry" (hereinafter referred to as "Planning"), proposing to achieve a total sports industry of more than 3 trillion yuan, and the proportion of industrial added value in GDP. Up to 1%, the added value of sports service industry accounted for more than 30%, and sports consumption accounted for more than 2.5% of disposable income per capita.
In terms of infrastructure construction, the "Planning" proposes the construction of 50 national sports industry demonstration bases, 100 national sports industry demonstration units and 100 national sports industry demonstration projects.
Among them, the national (land), county (district) national fitness activity center coverage rate of more than 70%, urban streets, township fitness facilities coverage rate of more than 80%, the administrative village (community) fitness facilities are fully covered. By 2020, there will be 500 new county-level national fitness activity centers, 15,000 township fitness facilities, and 10,000 urban community multi-purpose sports fields. By 2020, the per capita sports area will reach 1.8 square meters.
By 2020, the number of football venues nationwide will exceed 70,000, with an average of more than 0.5 football venues per 10,000 people, and more than 0.7 conditions in eligible areas. The number of national football schools has reached 20,000.
In the past, the renovation of stadiums and stadiums has been limited by the continued operation of the venues without good policy support. It also caused new demands for subsequent corresponding lighting renovations. According to preliminary estimates, with the spring of the sports industry, the LED market demand reached 25 billion yuan. In addition to providing products, in the wake of the tide of national sports, many lighting companies are also pushing sports marketing, and hope to catch up with the trend of sports.
How big is the market for sports marketing?
At present, sports events, whether top or the public, are increasingly becoming the target and carrier of all kinds of consumer brands; improving the brand concept and influence through sports events, thereby improving the product sales conversion rate, is the consensus of most businesses. This has accelerated the role and demand of sports marketing.
As an intermediate link connecting the B and C ends of the sports industry, sports marketing can be divided into two categories:
First, the marketing of sports events, events, alliances, athletes, the team's own business development, brokerage and advertising;
The second category, with various companies as the main body, the brand owner's marketing activities for sports events, alliances, advertising in players, product placement and business cooperation.
In mature regions of Europe and America, sports marketing has long become a big cake in the sports industry. According to data from the IGP, a statistical agency of the WPP Group, the global sponsorship is expected to be US$57.5 billion in 2015. The sponsorship of all types in North America is US$21.4 billion, of which sports sponsorship is approximately US$14.88 billion, accounting for 70%. And this is not the whole of the sports marketing industry chain.
According to the report released by Sports Support Insider on September 19, 2016, 25 Champions League teams from 12 top European football leagues won 2.85 billion euros in the 2016-17 season only through sponsorship.
Specific to a single brand, the cost of marketing for the sports goods brand Under Armour rose from $205 million in 2012 to $417.8 million in 2015. In the mature commercial sports world in Europe and America, sports marketing has always played a heavier weight and market size.
Sports marketing is not new in the Chinese market. Beginning with the “Oriental Magic Water†Jianlibao, which was hit by the 1984 Los Angeles Olympic Games, the case of sports marketing began to appear in the domestic sports circle. Li Ning, who was around 2000, and Lenovo, who went out as the TOP sponsor of the 2008 Olympic Games, are all companies that have left a lot of money in sports marketing cases. Until this year, the Wanda Strategic Cooperation FIFA, Alibaba's World Cup, and Hisense sponsored the European Cup, and local companies that created typical sports marketing cases are constantly appearing.
LED enterprise pushes sports marketing
1 NVC: Venue Lighting Solutions + Event Sponsorship
It is understood that since the official signing of the FINA in July 2013, this is the fourth consecutive year of NVC's FINA World Diving Series. In 2014, NVC Lighting and the FINA held six events from Beijing, Dubai, London, Moscow, Windsor to Monterrey. In 2015, as the official partner of FINA, NVC Lighting left in Beijing, Dubai, Kazan (Russia), London, Windsor (Canada) and Merida (Mexico) and launched a series of NVC assists in the "lighting dream trip" as the theme of interactive activities. In 2016, the FINA World Diving Series was transferred to Beijing, Dubai, Canada and Russia. NVC Lighting witnessed the Chinese Dream Team winning 38 gold medals.
World Champion Chen Aisen and Ren Biao presented the signature T-shirt souvenir to Ms. Du Yinghua, the chief brand officer of NVC Lighting, and Ms. Feng Xiuhong, the director of the Building Materials Department of the Furniture and Home Department of Jingdong Mall.
NVC Lighting's sports marketing road, radiant, from the 2008 Beijing Olympic Games to the 2010 World Cup in South Africa, Guangzhou Asian Games, shine the 2012 London Olympics, and then shine at the 2016 Rio Olympic Games, NVC Sports Marketing The road continues to deepen and expand. In these large-scale international events, NVC Lighting actively contributes to the development of professional venues and sports projects with light environment experts and professional lighting solutions.
2 Alto Electronics: Comprehensive Development
In September 2015, Alto Electronics announced that it has reached a global strategic cooperation agreement with FIBA ​​to cooperate on new sports marketing and new sports electronic products. In addition, Alto Electronics also serves the 2015 Shenzhen International Marathon, the Chongqing 2016 Football Association Super Cup, and the 2016 Hainan China Junior Golf Future Star.
3 Sanxiong Aurora: Hand in hand Manchester City
Sanxiong Aurora, which has completed the listing application and announced the winning number, is also a "sports enthusiast". From sponsoring the CBA China Men's Basketball Professional League, titled CBA Basketball Team, to signing a strategic cooperation agreement with Manchester City Football Club, it became the first official partner of Manchester City in China. By becoming a partner of Manchester City Club China, Sanxiong Aurora will participate in a series of upcoming market and fan events at Manchester City Club. At the same time, the two will also enhance cooperation in sharing promotional resources, exclusive behind-the-scenes footage of the club and on-site advertising.
4 Lianjian Optoelectronics: Capital Increase Holding Artixium
In 2016, Lianjian Optoelectronics announced that its wholly-owned subsidiary, Shenzhen Lianjian Optoelectronics Co., Ltd., used its own funds to increase its contribution to Artixium Display Limited by not more than US$12 million. Artixium is the world's leading supplier of LED display. The sales channels cover the European and American display market. The products include stadium screens, studio screens, rental screens, etc. The products have been successfully used in European and American large-scale sports events such as the European Champions League and the UEFA Champions League. Star concert area. The acquisition of Artixium will enhance the company's product design and innovation capabilities, and expand the European and American cultural and sports market.
The demand and development of sports lighting
Due to the development of the European football industry, we often see the transformation of the lighting systems of major football fields in Europe.
Recently, the new stadium under construction by Tottenham Hotspur announced the renderings after the completion. The new stadium will have LED lighting walls similar to those of the Munich Allianz Arena.
In the past 2017, Philips Lighting provided Philips stadium lighting systems and LED luminaires for the Ligue 1 Olympic Stadium in Lyon, the WaldMare Stadium in Norway and the Sparta'25 stadium in the Netherlands.
Opportunity is huge, but you can’t blindly sponsor
In the future, 2019 men's basketball World Cup, 2022 Asian Games, Winter Olympics and other large-scale events will be held in China, the demand for high-level venues will increase sharply, and the supply-side technology will continue to innovate. The renovation of the stadium will focus on the two main lines of hardware upgrades and software innovation. Hardware upgrades, including lighting systems and display systems, will provide tremendous opportunities for domestic lighting companies. In addition, with the rise of the national sports tide, in addition to top professional sports events and commercial sports events, a large number of non-governmental competitions and emerging mass sports and fitness fields will also become lighting companies to enhance brand concept and influence. An important opportunity to increase product sales conversion rates.
In addition, some insiders said that sports marketing is not blindly sponsoring sports events, and it is necessary to find the best match between brands and events. When considering sports marketing, enterprises need to consider the corporate culture spirit, the development trend of sports events, and the target consumers.
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