Chapter 745 Dear, do you want to host the Olympic Games? (Third update, please subscribe)
Olympic Games.
Brand!
Perhaps for some people, the most important thing about the Olympics is the gold medal, but in fact, in addition to the athletes’ hard work on the field, an invisible commercial war has already started before the Olympics. It’s the battle for Olympic sponsorship spots.
As the largest sporting event in the world, every Olympic Games attracts global attention when it is held. For brands, global focus means global exposure, which is a fatal temptation for brand owners.
"Are there any sponsors for the current Olympic Games?"
The answer is yes.
As early as the 1928 Amsterdam Olympics, the Coca-Cola Company made its first sponsorship. When the U.S. delegation arrived at the Olympics, in addition to providing funding to the U.S. delegation, it also sponsored some Coca-Cola to the athletes. . Compared with Coca-Cola, the real sponsor is Omega. Since 1932, when it first played the role of official timekeeper at the Los Angeles Olympics, the Swiss brand Omega has been a sponsor of the Olympic Games.
Although the Olympic Games have received brand sponsorships one after another, there have been very few sponsors in the following decades because the benefits are not obvious.
“Why isn’t it obvious?”
In fact, the answer is very simple - audience!
Although the Olympic Games now attract a large number of viewers when they are held, that's it. Without television broadcast, the audience is only tens of thousands or hundreds of thousands of viewers.
“The key is to have TV and an audience! Before there was TV, the return rate of sponsorship was very low, but it was not necessarily the case!...”
Suddenly, like Li Yian said to himself as if he was thinking of something.
“There is another way, there are ready-made teachers.”
car!
“Car sponsor?”
Chen Jixuan, a member of the Nanyang Olympic Committee, looked at Your Excellency and asked.
“What do you mean?”
“It is to provide a sponsorship to the Helsinki Olympic Games in the name of BMW, and then they will designate BMW cars as the official vehicles of the Olympic Games. As a sponsor, BMW will undertake the passenger and cargo transportation tasks during the competition.”
Appoint a sponsor!
Although he didn’t know much about business operations, Chen Jixuan said immediately.
“You mean to be the official timekeeper of the Olympic Games like Omega?”
“Yes, our sponsorship is not just for this one, but to seek long-term cooperation from From now on, we can provide them with a sponsorship every year, and we can also provide official cars to the International Olympic Committee.”
What is an official car? It is for the president of the International Olympic Committee and every member. Everyone is equipped with a BMW. Is this a bribe?
Just kidding, this is BMW’s support for the international Olympic cause!
“What you mean is that we provide such sponsorship to the International Olympic Committee, and then BMW, like Omega, will become the designated car for the Olympic Games.”
While speaking, Chen Jixuan I looked specifically at his watch - an Omega watch.
This is also provided by sponsors.
“That’s right!”
Li Yian smiled slightly.
“Not just one Olympic Games, but all official cars for the Olympic Games in the future will be provided by BMW!”
Chen Jixuan’s little move did not escape Li Yian’s attention. This is what Omega The most successful investment was to use an early investment to tie up the International Olympic Committee. Since 1932, Omega has been the official timekeeper in the Olympic Games until Li Yian crossed the world.
Even decades later, the Olympic Committee will come up with the so-called "Global Partner Plan", the TOP Plan. The plan is based on a four-year cycle, and the total number of sponsors in each period is controlled between 10 and 12. Moreover, each type of product and service can only have one TOP partner, which also means that companies that join the TOP program have exclusive global marketing rights for the Olympic Games in their category. But so what!
No one can shake Omega’s status.
This is also a fucking advantage!
You ignore me today, but you can’t reach me tomorrow... Don’t bully young people into being poor, as the Olympic Committee is proof of this!
Why can Omega be tied to the Olympic Games for a long time? In a word - poor!
The International Olympic Committee is poor!
The current International Olympic Committee is no better than that of later generations. Its influence is now limited, and its funding operations basically rely on donations from all walks of life. As for a large number of committee members, they rely on love to generate electricity.
Before the Olympic Games did not become a stage for competition between the United States and Russia, and were not given the political significance of the Cold War, the Olympic Committee... was just an international organization.
If someone is willing to sponsor for a long time, how could those poor people refuse?
"Sir, that is a car, much more expensive than a watch!"
Chen Jixuan reminded.
"What's the matter? Most of the members of the International Olympic Committee are celebrities from various countries. If they all use our BMW, it will definitely help improve the company's brand image, and the company will also benefit a lot from this, and The frequent appearances of BMW cars that constantly shuttle between various venues will also greatly enhance BMW’s international influence.”
Perhaps the brand effect of the Olympic Games has not yet appeared, but what is invested now is the future, Li Yian. Said confidently.
“In the long run, the rate of return is still very impressive!”
In fact, it is not just described as substantial, it should be said that through such long-term sponsorship, one thing can be ensured— - BMW has become a special car for the upper class, and it can even become a symbol of the upper class. After all, the identities of those Olympic committee members are there, and their cars themselves represent their identities.
When a brand is combined with its identity and forms a certain tradition in the future, no one will doubt its class anymore, just like Rolls-Royce, like Mercedes-Benz.
Such sponsorship is definitely a very cost-effective investment for BMW.
"So... Sir, how much should we pay?"
After thinking about it, Li Yian stretched out a slap.
“Fifty thousand US dollars, too much, too much!”
Chen Jixuan waved his hands repeatedly.
"Omega only has 20,000 to 30,000 U.S. dollars a year, and we have to sponsor their cars every year! In my opinion...it only costs 10,000 U.S. dollars."
Ten thousand U.S. dollars!
This time it was Li Yian's turn to be stunned... He was originally prepared to pay half a million US dollars!
What about these poor ghosts?
As for, really, these guys who are guarding the golden rice bowl and begging for food are really a group of poor ghosts, and they are still very poor.
As soon as Chen Jixuan called the International Olympic Committee and said that BMW in Nanyang was willing to be a long-term sponsor of the Olympic Committee, the International Olympic Committee almost immediately said that we were very interested and even offered to say that the price was negotiable. .
Just a dozen days later, the International Olympic Committee took the initiative to send people to Nanyang to discuss long-term sponsorship matters with BMW. BMW, which had already received the authorization, naturally did not reject this agreement, so both parties The negotiations were not going too smoothly.
As for the contract terms, of course they are based on Omega's long-term sponsorship terms, and the terms also include an exclusivity clause.
Despite this, the officials sent by the International Olympic Committee did not refuse. After all, there are really few sponsors willing to sponsor the Olympic Games now... There are such "taken advantage of" people who are willing to pay a lot of money. If you miss it, it will be all over.
“Then let’s increase it by 8% every year!”
When the annual increase in sponsorship was mentioned in the negotiations, Olympic Committee officials, fearing that the other party would not agree, directly reduced Omega's 10% annual increase by 2%.
Of course, BMW agreed generously to this. Faced with BMW's generosity, the negotiating officials seemed particularly excited. When the two parties signed the contract, they learned that the cooperation was promoted by the President. The other party said even more excitedly.
“Oh, I didn’t expect you to love the Olympics so much. Since your president is so supportive of the Olympics, does Nanyang intend to host the Olympics?”
(End of Chapter)