Research On Sports-event Marketing

On Mar 16, 2004 Sinopec signed with FOM the biggest contract that Chinese company ever did. It took the right of program title, path advertisement and other rights of F-l China competition from 2004 to 2006. Sinopec expects to obtain the equal position with international petrol companies through this and set up the overall brand image of all the products including gas station, lubricating oil, bitumen and others. It is expected that in the next three years the total expense that Sinopec will pay to FOM and CCTV for television rebroadcast and right of title of F-l will be 8 hundred million.On Mar 26, 2004 Lenovo group signed the agreement with for cooperation and announced to be the international partner with the sixth TOP. This is the first time that Chinese company got the qualification. Lenovo will pay 80 million dollars for TOP. The expense equal to RMB 6 hundred million will be paid as four times to international Olympic Committee from 2005 to 2008.These are landmarks of Chinese gym marketing. But for those well-known companies in China their passionate for gym marketing are not only these. Actually since the world cup of FIFA 2002, there is a great tide for gym marketing. At that time the audience rating is around 120 hundred million and the advertisement income of CCTV is nearly RMB 6 hundred million, which is six times than the last world cup. According to this trend, China companies pay more attention to and begin to take part in gym marketing.As the carrier of marketing, sport has a long history and even can trace back to ancient Roman athletic arena. But it is not so long to use it as modern marketing tools. Generally gym marketing includes two parts: one is gym industrialization, which is gym marketing itself; the other is doing marketing with the carrier of gym.This thesis aims at the marketing format doing marketing by using gym as the carrier and analyzes the actual cases that famous companies take part in gym marketing and marketing operation characteristic. It expects to find some strategy and operation mind for gym marketing and help our companies to make better use of gym as a big arena and fully bring ability into play, set up high standard brand image and thus point out for China companies a successful road to the world.