Sportswear 10 Games Rush Funded 16.2 Million Special Steps to Win Exclusive Rights

On the grand stage of the 10th National Games, the major brands interact with each other and the most intense one is undoubtedly the battle between Chinese and foreign sportswear brands. The PK tournament of this sportswear brand ended with special steps.

As one of the series returns, the host Jiangsu team uniforms that have attracted much attention are also provided by Xtep.

Funding initial target 3 million

This "dominant battle" was announced in September 2004. According to the funding schedule of the National Games Resource Development Department of the 10th National Games, the investment of this project began as a targeted invitation, with an initial standard of 3 million. A person in charge of the Ten Yun Resources Development Co. revealed to reporters that when they inspected the market, they discovered that the sporting brand's sponsorship direction did not belong to their favorite areas. “Generally all brands like to directly sponsor sports teams, so initially our The goal is 3 million."

"At first, there were 78 sportswear brands. From the perspective of the receipts, the 3 million sponsorship amount will definitely be completed. Among them, Li Ning and Mizuno have positive attitudes, several rounds down, and 3 million sponsorships. The amount has soared to 8 million.” The fierce competition is not revealed, and the title of “The 10th National Games Partner” has gradually become more attractive.

16.2 million, Xtep wins exclusive rights

With a price of 8 million, Conway, Li Ning and other famous sports brands hesitated. However, the domestic brand Xtep seized the opportunity. The reporter learned that Ding Shuibo, President of Xtep, had made contact with the organizing committee of the 10th National Games. As a result of the initial negotiations, Xtep was preparing to invest 8 million to become the sponsor of the 10th National Games.

Just when Ding Shuibo had just left Nanjing, Cheng Jiejin was killed halfway. Mizuno said it plans to invest 10 million in sponsorship. “After hearing this news, we immediately decided to increase the code.” Ye Qi, vice president of Xtep, said in an interview with reporters, Xtep's sponsorship amount was subsequently increased to 15 million, literally with the increase of 5 million in cash chips from the hands of Mizuno Take the exclusive sponsorship rights for the 10th National Games.

The relevant person of the Organizing Committee for the 10th National Games also stated that after obtaining the cooperation partner, Xtep also invested 1.2 million to buy the franchise. The war ended with a record of 16.2 million yuan.

Jiangsu team is most concerned

In order to attract fierce competition from major sportswear brands, in addition to the various returns promised by the 10th National Games, the exclusive sponsors can become "the 10th National Games' Jiangsu delegation's appointment to receive awards." This is very attractive.

"The host Jiangsu team was undoubtedly the most-respected sports team during the 10th National Games." Tebu Yeqi said with his voice, "You can put your own brand logo on its clothes, of course, to do more with less."

And most sports brands also value this point. “In fact, we approached the host Jiangsu here earlier, but because our sponsorship goal is to receive awards, and they want to become partners, because the goals of both parties are not consistent. , so did not cooperate," Director Anta Hu had some regrets in his tone.

It is understood that Xtep's clothing is undoubtedly the highest exposure on the 10th National Games. In addition to the 16.2 million pay, Xtep received the title of "Partners of the 10th National Games" and the series of returns. In addition, it also received the title of "Designated Product of the 10th National Games," and "The 10th National Games' Jiangsu delegation designated to receive prizes." The naming rights and advertising rights of individual events in "badminton" games. In addition, Xtep is the sportswear of the Jiangsu Sports Delegation of the 10th National Games, and the sportswear that the Organizing Committee of the 10th National Games Organizing Committee has assigned to staff and referees (except for special requirements).

The person concerned also stated that Xtep also obtained the exclusive right to supply clothing for the 10th National Games volunteers and the 10th National Games torch relay.