How Does Fujian'S Brand Clothing Go From Guerrilla To Regular Army?

Fujian sports brand Anta has officially announced that it will replace Adidas as the partner of the Chinese Olympic Committee and become the official clothing provider of the London Olympic Games Chinese delegation.

In fact, a week ago, the enthusiasm of many sporting goods companies had been ignited, as the Korean men's soccer team marched into the World Cup finals in South Africa. The team sponsor Hongxing Erke will represent the Chinese sports goods manufacturers for the first time in the world cup.

All along, the Olympic Games and the world cup, the two major events that can attract hundreds of millions of eyeballs, are dominated by international brands such as Adidas and Nike. The domestic sports brands can only participate in sports marketing by "curve". However, the Fujian sports Corps collectively qualify for the top international events means a new round of sports resources layout starts, and "sports goods and Jinjiang manufacturing" are heading for a higher podium.

Anta's "big hand"

When Ding Shizhong, chairman and chief executive of Anta's board of directors, solemnly received the emblem of the special Olympic Committee of the Chinese Olympic Committee from the chairman of the Chinese Olympic Committee Liu Peng, the National Olympic Sports Center applauded.

According to Anta, the rights and interests of the two sides' cooperation covers a wide range of years, and the amount of sponsorship is high, which is unprecedented in the history of Chinese Olympic movement.

Anta will provide champion equipment for 11 major international games, such as the 2010 Vancouver Winter Olympics, the Guangzhou Asian Games in 2010 and the 2012 London Olympics, which will be launched for the Chinese athletes in the next 4 years.

Although Anta refused to disclose the specific amount of the sponsorship, Ma Jilong, director of the China Olympic Committee's market development committee, said: "this is the largest cooperation in the history of Olympic sponsorship in China. Sponsorship costs have exceeded the threshold of the TOP plan."

It is reported that in the Beijing Olympic Games, Adidas paid a total of 60 million to 80 million dollars, while Anta's 4 year large package order is estimated to be no less than this figure.

The two sides said they were the biggest contract in the history of Chinese sports, and Ding Shizhong thought "it's a natural thing to do."

Five years ago, in the fierce competition for the Beijing Olympic Games, Adidas took the lead in winning the bid.

"National brands are actively brewing, waiting for the next opportunity."

The financial crisis is not only a "danger" but also a "machine" for the national brand of sporting goods.