2024运动明星营销市场与趋势观察

Investment Rating - The report does not explicitly provide an investment rating for the industry Core Insights - The endorsement market for sports stars is heating up, with a 22% year-on-year increase in the number of official endorsements announced [4][5] - Athletes are now among the top three choices for brand endorsements, reflecting their growing commercial value [4][5] - Matrix-style collaborations with multiple celebrities are becoming a new trend, especially with the upcoming Olympics [7] - The luxury goods sector shows the highest reliance on athlete endorsements, with athletes making up 23% of their total endorsements [10] Summary by Sections Endorsement Market Overview - The number of official endorsements in the industry reached 1,500 in 2024, marking a 22% increase compared to the previous year [5] - Athletes accounted for 18% of all endorsements, showing a significant rise in their popularity as brand ambassadors [5] Trends in Celebrity Collaborations - Brands are increasingly announcing an average of 6.3 endorsers, with a notable focus on sports stars as the Olympics approach [7] - In July, 21% of all endorsements were for sports stars, indicating a strategic push by brands to leverage the Olympic Games [7] Industry-Specific Insights - The luxury goods sector has the highest proportion of athlete endorsements, with 23% of their total endorsements coming from athletes [10] - Brands in the commercial/service sector are also increasingly opting for athlete endorsements, as seen with Bawang Tea's strategy [10] Leading Brands in Athlete Endorsements - Yili leads the market with 11 athlete endorsements, focusing on table tennis and athletics [13] - Dior is noted for having the most athlete endorsements among luxury brands, with five athletes announced [13] Athlete Commercial Value - Ma Long is ranked as the top athlete in commercial value, with a score of 80.77, significantly boosted by his performance during the Olympics [47][48] - The report highlights that athletes from table tennis and swimming are particularly valuable, with four table tennis players in the top ten for commercial value [15] Social Media Engagement - The report indicates that social media platforms like Weibo and Douyin are crucial for athlete engagement, with high interaction rates for endorsements [25][39] - The "Shatou" duo of Sun Yingsha and Wang Chuqin has generated significant social media buzz, contributing to Yili's brand voice [28] New Endorsement Roles - The report notes a shift towards more experiential and ambassadorial roles for athletes, with brand ambassadors making up nearly 40% of endorsements [22][23]