CBA League sponsored by Li Ning Sports Company strategy and effect research
Sun, Huijiang (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023112832139
https://urn.fi/URN:NBN:fi:amk-2023112832139
Tiivistelmä
With the rise of the sports industry, sports brand sponsorship has become the key to
increase awareness and purchase intention.CBA , as China's top basketball league, has great influence. As the only sports equipment sponsor of CBA, Li-Ning's brand
influence is worth studying. Li-Ning's sponsorship of CBA has brand, resource and
product advantages, but there are some challenges in positioning and operation. Exclusive sponsorship, brand display and product experience are Li-Ning's core
strategies, while highlighting the marketing of key tournaments, such as the opening
game and All-Star Weekend, so as to strengthen the brand's influence in a short
period of time. These initiatives provide useful suggestions for event organizers and
sponsors, promote the development of the sports industry, and enrich the application
of brand perception theory in the sports field.
increase awareness and purchase intention.CBA , as China's top basketball league, has great influence. As the only sports equipment sponsor of CBA, Li-Ning's brand
influence is worth studying. Li-Ning's sponsorship of CBA has brand, resource and
product advantages, but there are some challenges in positioning and operation. Exclusive sponsorship, brand display and product experience are Li-Ning's core
strategies, while highlighting the marketing of key tournaments, such as the opening
game and All-Star Weekend, so as to strengthen the brand's influence in a short
period of time. These initiatives provide useful suggestions for event organizers and
sponsors, promote the development of the sports industry, and enrich the application
of brand perception theory in the sports field.