汽车商业评论·2025-07-19 15:34Group 1 - The Chinese national football team has faced significant defeats recently, losing 0-2 to Japan and 0-3 to South Korea, leading to widespread disappointment among fans and media [2][6][10] - Despite the poor performance, there is a potential opportunity for companies to engage with the national team at a lower sponsorship cost, as seen with BYD's partnership [6][10] - BYD's annual sponsorship of approximately 15 million yuan over five years, totaling 75 million yuan, is significantly lower than previous sponsorship deals, indicating a decline in the commercial value of the national team [6][10] Group 2 - The sponsorship landscape for the national team is changing, with many sponsors reconsidering their commitments due to fan backlash and poor team performance [8][10] - Current core sponsors include Nike, China Ping An, Mengniu, and Yibao, but there are rumors of potential withdrawals, particularly from Nike, which has a significant long-term contract [10][11] - The overall sponsorship revenue for Chinese football has drastically decreased from 4.44 billion yuan in 2018 to 650 million yuan in 2023, reflecting a broader decline in the sport's appeal [12][36] Group 3 - Football sponsorship is seen as a critical lever for brand expansion, with successful examples like Hyundai's long-term partnership with FIFA, which significantly boosted its global presence [15][18] - BYD aims to replicate this strategy by engaging in international sponsorships, such as becoming the first Chinese automotive partner for the UEFA European Championship [19][21] - The company is also exploring sponsorship opportunities for the 2027 Asian Cup, indicating a strategic approach to building a multi-layered football sponsorship system [22][36] Group 4 - The historical context of automotive companies in Chinese football sponsorship reveals a pattern of disappointment, with past sponsors like Geely and Lifan facing challenges and ultimately withdrawing [24][30] - Recent grassroots movements in football, such as the "Village Super" and "Su Super," highlight a shift towards community engagement and grassroots participation, contrasting with the struggles of the national team [44][51] - The rise of these grassroots initiatives suggests a potential pathway for revitalizing interest in football in China, which could indirectly benefit corporate sponsors looking to align with a more positive football narrative [50][53]