25家赞助商已入局，成都世运会为何值得品牌关注？

Group 1: Event Overview - The 12th World Games will be held in Chengdu, China from August 7 to 17, marking the first time the event is hosted in mainland China [1] - The event will feature 34 major sports, 60 sub-sports, and 256 events, with a record participation of 489 athletes from China, including 321 athletes competing in 28 major sports and 152 sub-events [1] - This edition will also see the participation of disabled athletes for the first time, with 12 major sports being represented for the first time by the Chinese delegation [1] Group 2: Sponsorship Landscape - The Chengdu World Games has seven sponsorship tiers, including global partners like Xtep and Sichuan Airlines, and official partners such as China Telecom and Geely [2] - The number of sponsors for the World Games is significantly lower than that of the previous Chengdu Universiade, which had over 50 sponsors across five tiers [4] - The difference in sponsorship numbers is attributed to the nature of the events, with the Universiade featuring Olympic sports, while the World Games focuses on non-Olympic sports, making it less appealing to traditional sports audiences [4] Group 3: Marketing Opportunities - The World Games presents unique marketing opportunities for brands, as it features niche sports that can attract different audience segments [5] - Brands can adopt tailored marketing strategies based on the type of sport, such as educational promotions for niche events and broader outreach for emerging sports [5] - The average age of Chinese athletes participating in the World Games is 23.8 years, providing brands with the chance to identify and invest in potential future stars early on [6] Group 4: Strategic Insights - Brands looking to engage in sports marketing at the World Games should move beyond traditional strategies and explore diverse value dimensions [7] - The unique characteristics of the World Games allow brands to connect with younger audiences through emerging sports and differentiate themselves through niche events [7] - The event serves as a platform for brands to strategically position themselves by leveraging potential athletes and new sports trends [7]