Olympics, Adidas, Nike, Li Ning

Adidas Advantage: The official costume partner of the Beijing Olympic Games athletes receive prizes for volunteers and technicians

Adidas paid about $100 million in cash and sponsorship for partner rights. The company will provide clothing for athletes, volunteers, and technical officials, and sponsor interactive online games with the role of several Chinese athletes to present its brand to the audience.

Adidas’s main spokesmen include American basketball star Dwight Howard and Chinese football star Ma Xiaoxu.

Nike Advantage: A large number of participating athletes competed in costumes and participated in many top athletes

Twenty-two of China's 28 major sports teams will compete in sportswear and sports shoes with the Nike logo.

At the same time, Nike has more top athlete spokesmen. Including Swiss tennis king Roger Federer and Australian track star Craig Mottram and veteran basketball superstars Kobe Bryant and LeBron James. There are also the two most famous Chinese athletes, Liu Xiang and Yao Ming.

Li Ning

Advantage: sponsored China’s four national teams with the highest hope of gold sponsorship of some foreign Olympic delegations

China's diving, gymnastics, shooting, ping pong and Other four gold medal dream teams participate in the games of the Olympic Games provided by Li Ning.

In addition to sponsoring the four national teams with the greatest hope of winning gold, Li Ning also sponsored the Olympic delegations of Sweden and Spain, as well as the competition clothing of the Sudan national team and the Argentine national basketball team.

Li Ning PK Adidas

At the time of bidding for Beijing Olympic sponsors, it was alleged that Li Ning’s bid based on its own strength was limited to 1 billion yuan, while Adidas’s final bid was 1.3 billion yuan. In this way, Li Ning will lose the right to sponsor the Chinese sports delegation, which includes receiving awards.

Although in the domestic market, Li Ning's Olympic expenses are less than Adidas and Nike, but it is still neatly talked about some agreements to share this Olympic feast. The agreement reached with CCTV is a marketing tactic that will enable Li Ning's "L" sign, which is similar to the Nike crowbar sign, to appear before thousands of Chinese TV viewers watching the Olympic Games. This will help to compete with Adidas and Nike. Adidas is a Beijing Olympics partner, and Nike has provided sponsorship for many athletes. But now, Li Ning's "L" sign will have a much lower chance of going online during the Olympic Games. The company said that during the Olympic Games, the hosts and guests of the CCTV studios will stop wearing clothing with the Li Ning logo until the end of August. However, reporters on the scene can still wear Li Ning clothing.

Nike PK Adidas

Adidas

The problem is that even though it has become the official clothing partner of this Olympic Games, Nike has more top athlete endorsers. Adidas paid about $100 million in cash and sponsorship for partner rights. Nike is taking another route. Its core is still sponsoring a specific athlete.

Nike

The fact that their athletes are not able to ensure that they win the Olympic Games means that the player selected by the company has a risky course, but if these athletes win the game, Nike will be able to obtain greater returns. In order to break into the local market, the company has signed contracts with 22 of the 28 sports leagues in China to provide equipment for most of the athletes in these leagues. This means that Yao Ming, China's marketing focus figure and NBA Houston Rockets player, will also wear Nike's basketball uniform, although Yao Ming personally signed a contract with Adidas' Reebok.

This contract is just one of the 40 contracts that Nike has reached with many national alliances such as the United States, Germany, and Russia. These contracts ensure that those team members will wear Nike gear in the Olympic Games, regardless of the company they provide personal endorsement services for. .

So for the majority of the 3,000 players in the Adidas camp that will participate in the Beijing Olympics (about one-third of the total), they can only wear Adidas equipment on the podium. In the game, they will wear Nike gear.