Sports Branding

Posted by sherkhansahu on January 31st, 2020

Sports Branding

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With major domestic and international sporting events in recent years and rising popularity of the internet, more and more sporting goods enterprises are starting to consider online marketing as an important means for corporate marketing optimization, market expansion and brand building.

High profile co-operations

The competition for online sports channels began on 4th Apr 2007, when China's well-known sports brand, Lining, named the sports section of Netease, one of China's largest internet protal. Not only Lining's logos and product promotions dominate the web pages, the web page design colours also conform to Lining's red-based branding. This is a 3-year strategic cooperative agreement between Lining and Netease. Elsewhere, the sports sections of other major national internet portals are also powered by sports brands: Adidas Sohu, Nike Sina and 361° Tencent Sports, etc.Sports Branding

In fact, sports brands' online marketing wave has begun long before 2007. Observers commented that the rise of internet marketing in China has huge implications for the two sunrise industries, namely sports goods and internet commerce. It not only reflects the strategic marketing transitions of leading sports brands, but also brings a marketing breakthrough in China's sports goods industry amid the emerging internet marketing trend. By partnering with internet portals in areas such as advertising, editorial columns, contents and featured products, sports brands can build a comprehensive online brand display platform, which in turn enables websites to expand their sports contents, hence a win-win situation. Sports Branding

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