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Sports marketing budget halved, short-term layout is the hardest hit area

Editor’s note: This article comes from WeChat public account “Mirror entertainment” (ID: jingxiangyule) .

Author 丨 Chestnut Wine

Edit 丨 Yu Huadong

The whole body is touched.

In the evening of March 24, the International Olympic Committee and the Tokyo Olympic Organizing Committee jointly issued a statement saying that the 2020 Tokyo Olympics and the Paralympic Games will be postponed to 2021, the specific time has not been determined, but no later than 2021. summer.

According to estimates by economists, the postponement of the Tokyo Olympic Games will cause losses to the Japanese economy of more than 3.2 trillion yen, or approximately 206.3 billion yuan. Earlier, Nikko Securities gave the estimated economic losses caused by the cancellation of the Tokyo Olympic Games to be 532 billion yuan (75 billion US dollars). In contrast, the extension of the Olympic Games is the current best solution.

The

statement also stated that even after the extension to 2021, the names of the 2020 Tokyo Olympics and Paralympics will remain the same to reduce the waste of on-site and related derivative LOGO products, and there is no need to redesign.

Peeping in the panther, the Tokyo Olympics will minimize losses to the greatest extent. However, the current Olympic Games is no longer a mere sports event. It is understood that in Japan alone, the Tokyo Olympic Games received sponsorships from 63 companies amounting to US $ 3.1 billion, three times as much as the Beijing and London Olympics.

In addition to tickets, competition rights, commercial sponsorship and other businesses, the commercial interests associated with the world-class IP of the Olympic Games also involve sports marketing, derivatives, pan-entertainment and even two-dimensional.

The dominoes overthrown by the cancellation of the Tokyo Olympics are touching the nerves of more and more brands, projects, and marketers. (Note: This article will focus on the domestic market)

Half the budget for sports marketing, The short-term planner is the hardest hit area

In July 2019, the International Olympic Committee approved the amendment of a regulation on business rules for athletes. Under the new regulations, “Athletes participating in the Olympic Games, staff of the team and other staff of the team may The committee implements the principles established by the committee and uses their names, photos or sports events for advertising during the Olympic Games. “

The postponed Tokyo Olympic Games is also the first event to implement the new rules. The Olympic Committee stated that while guaranteeing the interests of official sponsors (brands that have reached direct sponsorship cooperation with the International Olympic Committee) during the Olympics, athletes and other Olympic participants are allowed to use and appropriately expose their personal sponsored brands.

In short, in addition to official cooperation, more brands have the opportunity to enter the Olympic Expo with the cooperation of athletes or related organizations.

It is worth noting that the signing cycle of official cooperation is relatively long. Although Alibaba was selected as the TOP class at a price of about 5 billion yuan, the cooperation period between the two parties is 12 years and the events involved are not limited to the Tokyo Olympics. . Anta’s cooperation with the International Olympic Committee has lasted for 15 years.

From the perspective of the cooperation cycle, although the official cooperative brand ’s investment is larger, the extension of the Tokyo Olympics only disrupts the marketing plans of the relevant brands, and will not have much impact on its subsequent cooperation.

More importantly, these head brands are more resistant to risks. In July last year, Alipay, a subsidiary of Ali, reached a cooperation with the Chinese women’s football team without commercial returns, and will give the Chinese women’s football team one billion yuan to promote its development within 10 years.

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By contrast, brands that have worked directly with relevant players, groups, and organizations have had a greater impact on the postponement of the Tokyo Olympics.

2020 is a recognized “sports year”. In addition to the Tokyo Olympics, there are also world-class events such as the European Cup, the World Volleyball League, and the World Table Tennis Championships. Related research data is also tabulatedIt is clear that the market size of sports marketing will be close to 60 billion in 2020, and the compound growth rate will exceed 25% within 5 years. The good development momentum of sports marketing and a more relaxed cooperation environment have accelerated the pace of more planners.

According to incomplete statistics of mirror entertainment, in 2019 alone, at least 30 brands have reached sponsorship or endorsement cooperation with sports events, related organizations, sports athletes / stars. Among them, after the Chinese women’s volleyball team got tickets to the Tokyo Olympic Games, brands such as Lenovo, Haier Air Conditioning, Sofia, Muse, and Fulinmen all reached cooperation with them.

Obviously, these short-term planners hope to convert the value of athletes or teams into brand value. Once the brand side wins Olympic champions or other tournament champions and groups, the eyes gathered will bring sufficient brand parties Exposure.

However, the “Pause” button was pressed for the postponement of the Tokyo Olympics, and the cooperation period between the relevant brands is limited. Furthermore, if the economic benefits of the relevant brands during the epidemic narrow, it will directly affect the future marketing budget.

In the first quarter of 2020, Anta ’s performance was lower than expected. Anta ’s main brand is expected to damage 20% -25% of its business, and its FILA ’s damage is about 10% -15%. As of the end of February this year, Nike’s net profit also fell 23% year-on-year. The overall sluggish development of the industry is already foreseeable.

Correspondingly, according to Liu Wenzheng, deputy general manager of Huaheng Borui, a sports marketing agency, after the outbreak, the marketing budgets of major companies have been reduced. Among the corporate customers that the agency has contacted, the budgets have decreased the most Reached 50%.

The Olympics do attract the most attention, but sports events that are postponed or cancelled are much more than that. After the epidemic broke out, all domestic sports events, large and small, have been shut down. Recruitment data from Zhilian shows that the proportion of non-returned workers in the domestic entertainment and sports industry is close to 70%. Foreign and international sports events have also been postponed or cancelled as the epidemic has spread.

So far, sports marketing has entered a frozen period along with forced or stalled sports events.

Film and TV + 2D, Cultural venue disrupted with sports

Since ancient times, entertainment and sports have not been separated. The sports market has been shaken, and the entertainment industry has also been quickly affected. At present, the connection between the entertainment market and sports is content rebroadcasting and content marketing, both of which have been affected to varying degrees.

It is understood that 73% of the IOC ’s $ 5.7 billion in revenue comes from broadcast rights, of which NBC has paid $ 1.45 billion for broadcast rights.

In China, Tencent Video has also designed a series of marketing strategies in order to broadcast related events well. In addition to linking ecology and multi-touch, it has also planned “Chinese Army”, “Tokyo Strategy”, ” The four major sections of the “Olympic World” and “All Army Attack”. Each section corresponds to the corresponding content output.

In other words, for the Olympic Games, a world-wide sports event, broadcast platforms in various countries will reserve large content sections for this. Due to the cancellation of the Olympic Games, the original scheduling cycle was disrupted, and the platform needed to respond quickly to fill the original “Olympic Time” with new content.

This is not a simple content replacement issue. On the one hand, the original “Olympic Content” will not be able to successfully complete investment promotion, and the hasty appearance of new content will make it difficult to set aside sufficient investment time. On the other hand, the domestic entertainment industry has not fully resumed work, and the continuity of new content output will be affected. The chain reaction due to the cancellation of the Olympic Games is likely to affect the short-term monetization ability of the content platform.

More importantly, the domestic content creation market is ready to take advantage of the Olympic Games for content marketing.

Currently, the major domestic video platforms and the entire pan-entertainment market have relatively more female audiences. The layout of sports variety shows will directly attract male-centered incremental groups.

Especially in the past two years, from “Supernova National Games” to “This! “Slam Dunk”, more and more sports-related content, Sun Yang, Fu Yuanhui, Zhang Jike and other sports stars frequently appear in variety shows, domestic users’ habits of watching sports content are gradually being cultivated.

With the opening of the Tokyo Olympics, the “Sports Year” will gather large-scale audience attention, and the focus of traffic is also a battle for marketing. The layout of comprehensive film and television projects related to the Olympics and sports is to share a share of the huge flow field.

According to incomplete statistics, many domestic head video platforms and creative teams place their creative perspective on the layout of sports-related content. Especially in the new variety project, “We are champions” and “Challenging!” “Olympic”, “Chinese Champion” and “VS Champion” are all variety content directly related to the Olympics.

The operating logic of these projects is to absorb the huge and continuous hot spot of the Olympic Games and attract traffic, and use the enthusiasm of the Olympic Games to raise the investment bargaining chips and complete the realization of cash. Now that the Tokyo Olympic Games is postponed, the recording cycle and guest schedules of related projects will be disrupted, and even the final project will be affected.

Originally, the major sports platforms used the “Sports Year” to lay out sports content while “hitting the iron while they are hot”, but now it takes up time and resources. The timing of broadcasting sports content is no longer, and the space for new content is also compressed. Coupled with the fact that domestic companies’ budgets for sports marketing are halved, the brand side is having doubts and uncertainties about its influence on sports marketing from its own capabilities to its psychology, and the difficulty of attracting investment will also increase.

At the same time that the pace of the domestic film and television comprehensive market is disrupted, the second dimension will also miss a good opportunity for sports in favor.

As a big animation country, the characteristics of the second dimension also fully penetrated into the Tokyo Olympics. Earlier, Doraemon had been the special ambassador for the Olympic bid since Tokyo’s bid. In 2016, at the closing ceremony of the Rio Olympics, Abe appeared as a super Mario.

Not long ago, Japanese folk designers also designed the two-dimensional image for many countries with the inspiration of multiple national flags. It also caused a warm response in the country and introduced the strong two-dimensional style of the Tokyo Olympics to the public. campCreate a strong atmosphere of sports + secondary elements.

This atmosphere is also a good time for the domestic secondary market to enter sports.

For a long time, the exploration of sports in China’s second dimensional element has not found a good breakthrough. In 2016, Station B tried to name the Shanghai Men’s Basketball Team, and later established Bilibili E-sports. During the Rio Olympics, Tencent Animation also laid out a two-dimensional Olympic Games, but the effect was not obvious.

Now, the market foundation of domestic second-order yuan has made a significant breakthrough after “Nezhang” in 2019. According to Ai Media’s data, by 2021, China ’s second-order subscribers will exceed 400 million. If the domestic secondary IP takes advantage of the Tokyo Olympics, the international communication context is also expected to push the country to a new height.

However, such an idea can only be temporarily stranded now. Even after the return of the Tokyo Olympics, whether the market at that time has enough time to pay attention to the influence of the second dimension on sports, it will fall into uncertainty.

Dominoes that have been pushed down due to the postponement of the Tokyo Olympics will also have a wider scope. This is a heavy blow to the psychology of the people of Japan and the world, but in the face of the epidemic, we have no choice. We look forward to the day when the sports market returns to normal operation, when the torch of the Tokyo Olympics will ignite the dawn.