Xinhuanet sports CHENGDU, March 15 (Wang Meng) this Saturday, the 2019 Basketball World Cup draw ceremony will be held in Shenzhen. This is the first time that FIBA has come to China for the highest level basketball match, and it is also the first time in history that the lottery ceremony has been opened to the public. “Koi” Yang Chaoyue, as the official support ambassador of the 2019 Basketball World Cup, will participate in the draw together with basketball stars Kobe Bryant and Yao Ming.
“Draw-luck-koi”, plus the “broken Wall” cross-border between styles, the 2019 Basketball World Cup draw ceremony can probably be called a classic event marketing in sports. In the pre-warm-up stage of the ceremony, Kobe and Yang surpassed the frequency of paying attention to each other on Weibo and searching for interaction.
In recent years, cross-border marketing of sports and sports is common. From the end of last year when NBA found Cai Xukun as the image ambassador of the new year, to the present Basketball World Cup to find Yang Chaosheng’s help, the routine of cross-border sports events of flow stars has become more and more familiar. Although “soft little fresh meat” was questioned by “steel straight man” in sports circle, it was still “really fragrant” from the results of several cross-border marketing “.
The old sports event “seeking attention”
Basketball World Cup, a strange and familiar name, has relatively weak influence compared with the football World Cup, which is also the top world event. As everyone knows, men’s basketball, the predecessor of the world men Basketball Tournament World Cup, has a history of nearly 70 years since 1950.
The tournament changed into the World Cup. The Secretary General of the International Basketball Federation, Bowman, explained: “This move will be more conducive to the promotion of basketball around the world. Compared with the world championships, the name of the World Cup is more concise and powerful, and it is easier for people to remember.” The International Basketball Federation officially changed its name in January, 2012, and in inaugural event after its name was renamed in 2014, the first basketball World Cup was settled in Spain, while the second Basketball World Cup in 2019 will be held in China.
In order to gain more traffic, the International Basketball Federation has no less thought. The tournament that should have been held in 2018 was postponed for one year in order to avoid the football World Cup, and Kobe and Yao Ming were invited to become global ambassadors of the 2019 Basketball World Cup. In this open draw, not only Kobe, Yao Ming and Yang Chaoyue participated, but also the singer Drouro, who is known as Jay Chou in the United States, and Yi Jianlian, a domestic basketball star, will also appear in the draw ceremony.
The cross-border of sports + entertainment not only extends the sports crowd from pure sports enthusiasts to the level of star fans, but also can reach female users more effectively. For brands, it can easily leverage fan economy and bring rich benefits. For hardcore sports events such as basketball World Cup, the flow of cross-border Sports Marketing undoubtedly increases the attention of the events.
From this point of view, this wave of marketing can make steady profits without compensation. Of course, in the whole marketing event, Tencent played an important role as the top partner of FIBA and was also a big winner.
The Good strategy of “breaking the wall” of Style
The Case of the combination of style and style has long been common, and such an attempt is not a bad thing for the development of sports industrialization.
Whether it is the sports industry or the entertainment industry, the commercial value is tightly bound with the flow. The rice circle culture and fan economy generated by entertainment industry based on fans are much stronger than sports industry in terms of traffic.
What sports need to consider is how to make more people pay attention to and understand the event in addition to improving the excitement of the event. The practice of cross-border “borrowing” traffic will not fail at present.
The entertainment circle often does this kind of thing of borrowing traffic from hot spots. In the past, after large-scale events, sports stars with medals became the favorites of various variety shows, actively creating topics for the programs. At the moment when the entertainment reality show is hot, a lot of sports variety shows have also been produced, and many popular shows have been born.
Under the influence of media culture which is mainly characterized by entertainment and consumption, the frequency of cross-border sports athletes is getting higher and higher, such as the national flag men’s group and Fu Yuanhui, which are led by the Rio Olympic Games. More and more sports stars take the initiative to participate in the entertainment interaction, and actively promote sports while enhancing their own value.
How to get a wider range of attention is the key
although you have tasted the benefits, it does not mean that you are more generous. If the sports industry wants to attract traffic, cross-border marketing is of course important, but the excitement of the event itself is still fundamental.
The premium event itself has its own traffic. Two days ago, in the 1/8 final round of the Champions League, C Luo performed a hat trick to send Juventus, which was on the edge of elimination, to the top eight, and then formed self-traffic on major social networks, the topic attention is over 100 million.
Relevant experts said that sports event marketing must integrate sports culture into the event culture, otherwise, only one or several times of speculation, it is difficult to transmit the core culture of sports to users and turn it into real followers.
At the two sessions this year, when talking about the basketball World Cup, Yao Ming also mentioned the influence of the game and the precipitation of famous players. “After the Atlanta Olympics, Chinese basketball created 96 golden generations, and there was also our generation (remembered) after the 2008 Beijing Olympics. I hope there will be a group of Chinese basketball players whose names can be remembered after 10 years in China this time. The so-called heritage, what you remember should not only be the heritage, but also the people who leave the heritage.”
This Basketball World Cup draw ceremony has gained considerable traffic and attention in the short term through cross-border marketing of sports and sports. In the long run, how to make the basketball World Cup a world competition, in addition to the host country and even around the world, as well as the basketball circle, FIBA needs to consider more.