Li Ning Expands International Sponsorship to Create an International Brand Image Sprinting 2008

The picture shows the Sudanese track and field players wearing Li Ning clothing labeled “2008”.

In the increasingly internationalized sports market, how local sports brands face competition pressures and impacts from the international market, how to meet the opportunities and challenges brought about by the 2008 Olympics, is whether or not to stick to the city, or to take the initiative, has become A difficult problem in the development of China sports brand. Recently, the reporter interviewed Wu Xianyong, deputy general manager of Li Ning, a leading sportswear company in China. He said that Li Ning is strengthening the sponsorship of foreign sports teams and foreign athletes to create an international brand image, with a strategy of “brand priority internationalization”. "Sprint 2008.

Recently, Li Ning Company became the official partner of the Sudan National Track and Field Team and sponsored the full set of Li Ning equipment for the Sudanese track and field team, including the competition and award equipment for all Sudanese track and field athletes in 2008. The Sudanese track and field team became the first national track team signed by the Li Ning brand. As a result, Li Ning has successfully “strengthened its strength” and accumulated chips for its Olympic Games marketing campaign worldwide.

Wu Xianyong said that the Sudanese national track and field team is a relatively young team. Although their average age is less than 20 years old, the strength of middle and long distance runners in the team is not to be underestimated. Over time, at the 2008 Beijing Olympics On the field, the Sudan team will be a strong tour and will surely achieve good results. Wu Xianyong said that the running sports series is currently one of the main products of Li Ning. The Sudan team has strong support and help from the professional technology of the Li Ning brand. It can be said to be even more powerful and will greatly improve the sports performance of the players. For Li Ning Company, the cooperation with the Sudan National Track and Field team marks Li Ning's professional attributes once again being recognized and used by the national sports team, which will further consolidate the professional attributes of Li Ning brand products.

As early as June 2000, Li Ning successfully sponsored the French gymnastics team and created a precedent for the Chinese local sports brand to sponsor overseas Olympic delegations during the Olympics. When French gymnasts were dressed in Li Ning sports equipment to draw a beautiful curve in the air The people of the country were surprised to find that these young girls, who had never been taken off their hands, actually wore the "Li Ning" brand gymnastics suits. They were shocked by the pride and pride of the Chinese people.

With this success, Li Ning did not stop internationalization in this regard. In 2004, Li Ning signed a contract with the Spanish Basketball Association, becoming the designated sports equipment sponsor for the 2004-2008 Spanish men's and women's basketball team, and fully sponsoring Spanish basketball teams at all levels. Wu Xianyong said that for the first time, the Spanish men's basketball team was wearing Li Ning's clothes when they debuted at the Athens Olympics and they were in a group with the Chinese team. As a result, they defeated the Chinese men's basketball team wearing Nike clothes, which is our brand internationalization in the Chinese market. Taking a step further, the international impression of Chinese consumers has taken a deeper step. In the men's basketball world championships not long ago this year, the Spanish men's basketball team defeated Greece at 70:47, winning the first world championship in Spanish basketball history, which made Li Ning's reputation soar. Li Ning proved that everything exists. Possible brand concept. In 2008, this Spanish "super carrier" will continue to wear Li Ning brand products to compete in the 2008 Beijing Olympic Games.

Wu Xianyong said that at the 2008 Beijing Olympics, a total of seven national teams consist of the China National Diving Team, the Chinese National Shooting Team, the Chinese National Gymnastics Team, the Chinese National Table Tennis Team, the Spanish Male and Female Basketball Team, and the Sudan National Track and Field Team. When Li Ning represented the team on the court, the people of the country would be proud and proud. He said that Li Ning Company is making continuous efforts and it will take less than two years before the 29th Olympic Games in 2008. Perhaps there will be more overseas country teams joining the "Li-Ning Legion".