3 6 Ke·2026-01-06 03:56Core Insights - The year 2025, initially perceived as a low point for sports marketing, has unexpectedly become a pivotal year for brands to refocus on the Chinese market, driven by the emergence of significant sports events and athlete IPs [1][10] - The transition period between major global sports events has led to a reshuffling of marketing resources, particularly with the Chinese Olympic Committee's partnership changing hands from Anta to Li Ning for the 2025-2028 cycle, valued at approximately 800 million yuan [1][2] Group 1: National Team Sponsorships - Anta has taken over sponsorship rights for the Chinese 3x3 basketball national team and has renewed contracts with various national teams, marking a strategic shift in the competitive landscape of sports marketing [2][6] - The competition for national team sponsorships has intensified, with brands focusing on narrative strategies and deepening their presence in specific sports to prepare for upcoming major events [2][4] Group 2: Athlete Endorsements - The phenomenon of athlete endorsements has gained traction, with table tennis player Sun Yingsha signing over 20 brand deals across various sectors, highlighting the growing commercial value of athletes beyond their sports achievements [4][10] - Emerging athletes like Zhao Xintong and Liu Jingyang are also becoming attractive options for brands, leveraging their recent successes to create compelling marketing narratives [4][6] Group 3: Grassroots and Community Events - The rise of community-oriented events, such as the "Super League," has attracted numerous brands, creating a vast marketing landscape that allows for targeted engagement with diverse audience segments [6][7] - Local events and niche sports competitions are gaining visibility, with brands utilizing these platforms to connect with participants and enhance brand recognition [6][7] Group 4: Media Rights and Broadcasting - The competition for sports broadcasting rights is intensifying, with companies like China Mobile Migu securing exclusive media rights for major leagues and events, indicating a shift in how sports content is distributed [7][8] - Platforms are differentiating themselves through user engagement and ecosystem integration, which is expected to escalate with the upcoming Winter Olympics and World Cup [8][10] Group 5: International Marketing Strategies - Chinese brands are increasingly recognizing the importance of international sports marketing, with companies like TCL and Haier expanding their global sponsorships and focusing on tailored marketing strategies for specific regions [10][12] - The approach to international marketing is becoming more systematic, with brands aligning their strategies with local market needs and preferences [10][12] Group 6: Winter Sports Marketing - The upcoming 2026 Winter Olympics is prompting brands to ramp up their marketing efforts in winter sports, with a focus on leveraging popular athletes and events to enhance brand visibility [12] - The sustainability of regional events and the exploration of new athlete IPs are becoming key themes for sports marketing participants as they prepare for a competitive landscape [12]