论坛 › 四川 › 更强的半边天：百事、谷歌怎么样经过赞助赋能女子体育发展

esc0rp 发表于 2024-9-3 14:29:27

更强的半边天：百事、谷歌怎么样经过赞助赋能女子体育发展

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/bd8a3436536b4b2e916dc79bc5a838a9~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725938809&amp;x-signature=PfCuA6GTUDlot4wrJspri2yfVlE%3D" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">本文<span style="color: black;">转载</span><span style="color: black;">禹唐体育（YuTangTiYu）</span>，已<span style="color: black;">得到</span>授权</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">品牌</strong></span>要尽可能用自己的力量和方式将<span style="color: black;"><strong style="color: blue;">女子体育</strong></span>
    </p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">推向前沿。</p>

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/720f4b6fd2ec40f984c7487968cafce6~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725938809&amp;x-signature=JS8z%2FtW0jsIH47F7ddetkm54nAo%3D" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">女子体育营销的市场</strong></span>热度逐年攀升，<span style="color: black;">将来</span>数年<span style="color: black;">亦</span>是被广为看好的<strong style="color: blue;"><span style="color: black;">细</span></strong><span style="color: black;"><strong style="color: blue;">分增长<span style="color: black;">行业</span></strong></span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">做为</span>体育营销的资深玩家，<span style="color: black;"><strong style="color: blue;">百事</strong></span>与女子体育营销的联系<span style="color: black;">乃至</span><span style="color: black;">能够</span>追溯至<span style="color: black;"><strong style="color: blue;">近三十年前</strong></span>。在1996年的一则佳得乐<span style="color: black;">宣传</span>中，美国女足传奇球星米娅·哈姆就与迈克尔·乔丹<span style="color: black;">一起</span>出镜，二人在足球、篮球、网球和柔道项目上展开了竞争。自此之后，百事对女足的营销承诺从<span style="color: black;"><strong style="color: blue;">区域</strong></span>扩大至<span style="color: black;"><strong style="color: blue;"><span style="color: black;">全世界</span></strong></span>，几乎<span style="color: black;">触及</span>到这项运动的<span style="color: black;">每一个</span>方面。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">百事是<span style="color: black;"><strong style="color: blue;">首届女子Finalissima</strong></span>的官方赞助商，这是一场由女足欧洲杯和女足美洲杯冠军之间进行的比赛，英格兰女足和巴西女足将于4月6日进行对决。该赛事的男子版本<span style="color: black;">已然</span>在去年举办，阿根廷在那场比赛中3比0完胜意大利。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另外</span>，百事还与<span style="color: black;"><strong style="color: blue;">曼城</strong></span>、<span style="color: black;"><strong style="color: blue;">巴萨</strong></span>等女子豪门俱乐部进行着合作，并积极投身到<span style="color: black;"><strong style="color: blue;">女足运动<span style="color: black;">将来</span>发展</strong></span>的支持工作中。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">百事<span style="color: black;">机构</span>高级副总裁兼国际饮料首席营销官马克·柯克汉姆（Mark Kirkham）<span style="color: black;">暗示</span>：“<span style="color: black;">倘若</span>你想参与任何一项运动，<span style="color: black;">尤其</span>是<span style="color: black;"><strong style="color: blue;">正在发展的女子运动</strong></span>，你需要<span style="color: black;"><strong style="color: blue;"><span style="color: black;">长时间</span>致力</strong></span>于这项运动。<span style="color: black;">倘若</span>你真的相信投资女子比赛，就不要只是买标识或赞助。<span style="color: black;"><strong style="color: blue;">投资于这个行业，投资于这项运动</strong></span>。”</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">百事<span style="color: black;">机构</span>对女足的投入越来越大，与此<span style="color: black;">同期</span>，这项运动在世界各地越来越受欢迎。国际足联估计，<span style="color: black;">截止</span>去年，有<span style="color: black;"><strong style="color: blue;">2900万女性</strong></span>参加了有组织的足球比赛，并计划到2026年将这一数字翻一番，达到6000万。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">越来越多的体育迷<span style="color: black;">亦</span>在收看女足比赛，超过<span style="color: black;"><strong style="color: blue;">11亿人</strong></span>观看了2019年女足世界杯决赛。相比之下，2014年<span style="color: black;">仅有</span>480万注册女足运动员，而2015年女足世界杯决赛仅吸引了7.64亿观众。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">女子足球参与和球迷支持的增长正在推动这项运动的<span style="color: black;"><strong style="color: blue;"><span style="color: black;">商场</span>价值</strong></span>，欧足联预测，在<span style="color: black;">将来</span>十年，这项运动的<span style="color: black;">商场</span>价值将<span style="color: black;"><strong style="color: blue;">增长600%</strong></span>。<span style="color: black;">更加多</span>品牌正在强化女足运动的投资，除了百事，<span style="color: black;"><strong style="color: blue;">万事达</strong></span>、<span style="color: black;"><strong style="color: blue;">Visa</strong></span>、<span style="color: black;"><strong style="color: blue;">耐克</strong></span>等品牌<span style="color: black;">亦</span>对这项运动做出了<span style="color: black;">长时间</span>承诺。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“<span style="color: black;">哪些</span>相信这项运动价值的品牌看到了赞助的<span style="color: black;">商场</span>价值，并且承诺<span style="color: black;">保持</span>下去，”柯克汉姆<span style="color: black;">暗示</span>。“令人高兴的是，<span style="color: black;">咱们</span><span style="color: black;">此刻</span>看到<span style="color: black;">有些</span>区域性品牌<span style="color: black;">亦</span>在加入这场游戏。过去，它<span style="color: black;">更加多</span>地是关于<span style="color: black;"><strong style="color: blue;">大型锦标赛</strong></span>。<span style="color: black;">此刻</span>，你能<span style="color: black;"><strong style="color: blue;">自上而下地看到更广泛的兴趣所在</strong></span>。”</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/a5f43f7293614cae8846825460db3f88~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725938809&amp;x-signature=ZdFZmX%2Bua7%2BVWWuQvXhu3A5peZg%3D" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当然，<span style="color: black;">针对</span>投身到女足营销的企业而言，<span style="color: black;"><strong style="color: blue;">赞助</strong></span>只是<span style="color: black;">第1</span>步，<span style="color: black;"><strong style="color: blue;">深入参与</strong></span>才是成功之匙。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">对百事<span style="color: black;">机构</span><span style="color: black;">来讲</span>，<span style="color: black;"><strong style="color: blue;">培养人才</strong></span>是其<span style="color: black;">长时间</span>战略的重要<span style="color: black;">构成</span>部分。该<span style="color: black;">机构</span>的佳得乐品牌是<span style="color: black;"><strong style="color: blue;">佳得乐5V5锦标赛</strong></span>的冠名赞助商，该锦标赛面向拉丁美洲、北美、亚洲和欧洲的<span style="color: black;">青年</span>人——<span style="color: black;">包含</span>男孩和<span style="color: black;">女子</span>。在五年的时间里，该项目<span style="color: black;">已然</span>为<span style="color: black;"><strong style="color: blue;">10万多名<span style="color: black;">青年</span>人</strong></span><span style="color: black;">供给</span>了在足球方面表现出色的机会，<span style="color: black;">同期</span><span style="color: black;">亦</span><span style="color: black;">加强</span>了这项运动和品牌的亲和力。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">百事<span style="color: black;">针对</span>这项运动的关注点不仅停留在<span style="color: black;"><strong style="color: blue;">竞技<span style="color: black;">行业</span></strong></span>，像佳得乐运动科学<span style="color: black;">科研</span>所（GSSI）就<span style="color: black;">始终</span>在<span style="color: black;">科研</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">女子</span>在<span style="color: black;">区别</span>年龄和<span style="color: black;">周期</span>是<span style="color: black;">怎样</span><span style="color: black;">生长</span>的</strong></span>，以及<span style="color: black;"><strong style="color: blue;">她们需要什么营养</strong></span>。百事<span style="color: black;">机构</span><span style="color: black;">亦</span>积极参与了“足球运动的女性”（支持女性参与比赛的专业网络），在英足总教练入门课程上赞助了45名有抱负的女教练，并开展了支持<span style="color: black;"><strong style="color: blue;">女裁判发展</strong></span>的活动。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“这<span style="color: black;">不仅</span>是赞助的问题，”柯克汉姆认为。“<span style="color: black;">咱们</span><span style="color: black;">持续</span>地询问<span style="color: black;"><strong style="color: blue;"><span style="color: black;">咱们</span>的品牌<span style="color: black;">怎样</span>能够<span style="color: black;">增多</span>价值并<span style="color: black;">提高</span>比赛</strong></span>。”</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">品牌<span style="color: black;">不可</span>只专注于<span style="color: black;">提高</span>比赛场边标识的认知度。柯克汉姆强调，“当你支持这些项目时，就<span style="color: black;">不仅</span>是<span style="color: black;">宣传</span>和认知度了，你是在各个层面上对比赛进行投资。”</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">鉴于女子体育在<span style="color: black;"><strong style="color: blue;"><span style="color: black;">媒介</span><span style="color: black;">揭发</span></strong></span>和<span style="color: black;"><strong style="color: blue;">参与空间</strong></span>上都与男子体育存在着巨大差距，品牌想要在该<span style="color: black;">行业</span><span style="color: black;"><strong style="color: blue;">获取短期效益</strong></span>几乎是不可能的任务。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">关联</span>品牌方要主动加入到<span style="color: black;">提高</span>女子体育价值的战役中来，让自己<span style="color: black;">作为</span><span style="color: black;"><strong style="color: blue;">核心的利益<span style="color: black;">关联</span>方</strong></span>，而不是简单的投资者。<span style="color: black;">最少</span>在现<span style="color: black;">周期</span>，<span style="color: black;"><strong style="color: blue;">传统体育营销思维在女子体育市场是不适用的</strong></span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/8c2a364e62f149d7abd8809452053fbb~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725938809&amp;x-signature=rLRkl4O5pbSL1Viq2QDAgwVmy1A%3D" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">品牌要尽可能用自己的力量和方式将女子体育<span style="color: black;"><strong style="color: blue;">推向前沿</strong></span>。科技巨头<span style="color: black;"><strong style="color: blue;">谷歌</strong></span>是<span style="color: black;"><strong style="color: blue;">WNBA</strong></span>的合作伙伴，还赞助了去年举办的女篮世界杯，而在这些赞助投资的<span style="color: black;">背面</span>，<span style="color: black;">咱们</span>都能看到谷歌与<span style="color: black;"><strong style="color: blue;">ESPN</strong></span>的紧密联系，其目的<span style="color: black;">便是</span><span style="color: black;">提高</span><span style="color: black;">关联</span>赛事的<span style="color: black;"><strong style="color: blue;"><span style="color: black;">媒介</span>覆盖度</strong></span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">谷歌<span style="color: black;">全世界</span>体育、<span style="color: black;">媒介</span>和娱乐营销总监凯特·约翰逊（Kate Johnson）<span style="color: black;">暗示</span>：“<span style="color: black;">经过</span>与国际篮联以及与ESPN的合作，<span style="color: black;">咱们</span><span style="color: black;">期盼</span>继续在<span style="color: black;">全世界</span>范围内<span style="color: black;"><strong style="color: blue;">扩大</strong></span>女子篮球的<span style="color: black;"><strong style="color: blue;">知名度</strong></span>和<span style="color: black;"><strong style="color: blue;"><span style="color: black;">揭发</span>度</strong></span>，并为女性运动员<span style="color: black;">供给</span>她们应得的<span style="color: black;"><strong style="color: blue;">认可</strong></span>，她们为此付出了<span style="color: black;">奋斗</span>。”</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">谷歌</strong></span>的体育营销团队将大部分赞助支出<span style="color: black;"><strong style="color: blue;">集中在<span style="color: black;">加强</span>女性运动员和赛事的<span style="color: black;">揭发</span>率</strong></span>上。去年年底，谷歌与体育<span style="color: black;">媒介</span><span style="color: black;">机构</span>The Athletic达成合作协议，为这家数字<span style="color: black;">媒介</span>出版商<span style="color: black;">供给</span><span style="color: black;"><strong style="color: blue;">将其女子体育<span style="color: black;">报告</span>翻倍所需的工具，<span style="color: black;">包含</span>雇佣更多记者的财政资源</strong></span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/9b7d149595f84425965777f2a32a0b45~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725938809&amp;x-signature=NddG%2Fdb8Hl%2B0%2ByiVB91gTXtbDvo%3D" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">此刻</span><span style="color: black;">有些</span>女子体育赞助商<span style="color: black;">已然</span>进化到更高的层级，即为<span style="color: black;"><strong style="color: blue;"><span style="color: black;">关联</span>资产创造新的工具和项目</strong></span>。女子体育赛事仍<span style="color: black;">处在</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">商场</span>化的<span style="color: black;">初期</span><span style="color: black;">周期</span></strong></span>，品牌传统上<span style="color: black;">运用</span>转播覆盖面来衡量合作的成功，这是许多资产仍在<span style="color: black;">奋斗</span>争取的。换句话说，<span style="color: black;">有些</span>品牌认为<span style="color: black;">无</span>足够的眼球来<span style="color: black;">保准</span>赞助，而广播<span style="color: black;">机构</span><span style="color: black;">亦</span>不相信收益预期足以证明<span style="color: black;">媒介</span><span style="color: black;">报告</span>是<span style="color: black;">恰当</span>的。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">为了避免进入恶性循环，<span style="color: black;">已然</span>进入到该<span style="color: black;">行业</span>的<span style="color: black;">机构</span>有责任<span style="color: black;">供给</span><span style="color: black;">处理</span><span style="color: black;">方法</span>，让女子体育的投资价值进一步显现。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">广泛投资女子体育资产的<span style="color: black;">目的</span>驱动型金融服务<span style="color: black;">机构</span><span style="color: black;"><strong style="color: blue;">Ally Financial</strong></span>就与数据驱动的粉丝情报<span style="color: black;">机构</span><span style="color: black;"><strong style="color: blue;">体育创新实验室</strong></span>（Sports Innovation Lab）合作成立了<span style="color: black;"><strong style="color: blue;">女子体育俱乐部</strong></span>（Women’s Sports Club）。该俱乐部将组建一批买卖体育<span style="color: black;">媒介</span>和赞助的企业，<span style="color: black;">一起</span>的<span style="color: black;">目的</span>是<span style="color: black;"><strong style="color: blue;"><span style="color: black;">加强</span>对女子体育的投资</strong></span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">女子体育俱乐部将<strong style="color: blue;"><span style="color: black;">最具影响力的买家（品牌）</span></strong>和<span style="color: black;"><strong style="color: blue;">卖家（<span style="color: black;">媒介</span>）</strong></span>聚集在一个开放而诚实的环境中，<span style="color: black;">处理</span><span style="color: black;"><strong style="color: blue;">女子体育库存<span style="color: black;">营销</span>和购买的挑战</strong></span>，打破恶性循环。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">体育创新实验室联合创始人兼首席执行官安吉拉·鲁杰罗（Angela Ruggiero）认为：“女子体育<span style="color: black;">已然</span>到来，<span style="color: black;">每一个</span>人都认为投资是明智之举。但有<span style="color: black;">有些</span>真实的<span style="color: black;">阻碍</span>阻碍了品牌进行大规模的<span style="color: black;">媒介</span>购买。”</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">尽管有确凿的证据<span style="color: black;">显示</span>，粉丝们对投资女子运动的品牌给予了<span style="color: black;">极重</span>的<span style="color: black;">报答</span>，但与较高的消费者<span style="color: black;">需要</span>相比，<span style="color: black;"><strong style="color: blue;">品牌参与、投资和<span style="color: black;">媒介</span>份额</strong></span>的总量却低得不成比例。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">禹唐认为，品牌方<span style="color: black;">期盼</span><span style="color: black;">知道</span>应该把钱花在哪里，它们想要平衡投资，<span style="color: black;"><strong style="color: blue;">营销库存不足</strong></span>依然是<span style="color: black;">重点</span>问题之一。这需要买卖双方真正<span style="color: black;">道理</span>上的<span style="color: black;"><strong style="color: blue;">通力合作</strong></span>，令人欣喜的是，百事、谷歌、Ally等先驱<span style="color: black;">已然</span>在为行业奠定<span style="color: black;">基本</span>，它们的<span style="color: black;"><strong style="color: blue;">实验性<span style="color: black;">措施</span></strong></span><span style="color: black;">亦</span><span style="color: black;">供给</span>了<span style="color: black;">有些</span><span style="color: black;">区别</span>的可借鉴方向，但这还远远<span style="color: black;">不足</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">声明：本文为禹唐体育原创，<span style="color: black;">照片</span>除署名外均来自网络，未经同意不得转载。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/1256c98e77ad4e0da98df04dea4d21a9~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725938809&amp;x-signature=4U05wHCaLuOv872L7F%2FwL2Pqano%3D" style="width: 50%; margin-bottom: 20px;"></p>
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    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">照片</span><span style="color: black;">源自</span>：禹唐体育</p>
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nqkk58 发表于 2024-9-26 07:40:01

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wrjc1hod 发表于 2024-10-12 02:35:41

我完全同意你的看法，期待我们能深入探讨这个问题。

4zhvml8 发表于 2024-10-16 04:43:20

你的话深深触动了我，仿佛说出了我心里的声音。

7wu1wm0 发表于 2024-10-16 16:09:10

认真阅读了楼主的帖子，非常有益。

j8typz 发表于 2024-10-24 18:53:06

同意、说得对、没错、我也是这么想的等。

查看完整版本: 更强的半边天：百事、谷歌怎么样经过赞助赋能女子体育发展