转自：东方网 赛事保障团队、运动员、观众手中那一瓶熟悉的百岁山，早已不仅是品质饮水的象征，更是中国体育事业蓬勃发展的见证者。 11月的粤港澳大湾区，第十五届全国运动会圆满举办。作为赛事官方指定饮用水，百岁山凭借全方位的赛事保障、创新的"体育+公益"模式以及对中国体育 事业的长期支持，为这场体育盛会留下了浓墨重彩的一笔。 从运动员休息区的补水台，到观众席的饮水站，再到群众赛事补给点，百岁山的身影贯穿了整个全运会赛场。水中贵族百岁山以卓越的品质保障和深入的体 育营销战略，赢得了组委会、运动员和观众的一致认可。 全域传播引爆全民全运热情 在十五运期间，百岁山精心策划并执行了全方位的内容推广战略，实现了线上线下的全域传播覆盖。 线下方面，百岁山依托中国体育彩票在全国超过一万家实体门店的资源，通过终端机屏幕展示、门店电子海报等形式，将品牌形象与活动信息深度融入公众 的日常消费场景。 线上推广同样引人注目。百岁山通过"寻找百岁山"小程序的验奖页面进行精准触达，配合多媒体矩阵协同推广，实现了线上线下联动的全域传播。 同时，百岁山还在社媒平台发起了"一起去全运"话题活动，通过每日互动、发布内容积累积分等形式，吸引大量用户参与 ...

最近，全运会圆满闭幕了！ 这场在粤港澳大湾区举办的体育盛会，是史上规模最大、承办城市最多的一届，更在传播端交出了亮眼成绩单：全网相关报道点击量突破411亿，开闭幕 式累计吸引近2亿人次观看，连吉祥物"大湾鸡"也火出圈，成了全民爱用的表情包主角。 赛场内运动员奋力拼搏的同时，赛场外的品牌较量同样精彩。在这场流量盛宴中，有哪些创意营销呢？品牌又是如何借助体育IP实现从"曝光"到"共鸣"的 价值跃迁呢？ 网络图片：全运会闭幕式 官方品牌的创新突围 作为赛事官方合作伙伴，头部品牌正突破传统的权益营销思维，转向更深度的用户价值创造。 咪咕：从"转播者"到"观赛搭子"的角色蜕变 作为官方持权转播商，中国移动咪咕完成了一次从内容渠道到"服务伙伴"的升维。其关键动作在于以技术+内容双轮驱动，构建沉浸式观赛场景： 开幕式千架无人机天幕秀打造线下事件营销峰值体验； 线上端通过AI轨迹追踪、多机位自由视角等技术，将观赛主导权交还用户； 组建奥运冠军+区域明星的解说矩阵，实现专业性与亲切感的平衡。 这种从"播什么看什么"到"怎么看由你定"的服务化转型，本质上是对用户深度陪伴需求的回应，使品牌从赛事管道进阶为体验共建方。 网络图片：咪 ...

对于to B的科技企业而言，体育赛事场景下单纯的品牌露出所面向的终端客户显然难以转化成企业的直接目标客户，转化效率将大打折扣。通 过大型赛事、体育场馆深度合作以塑造品牌专业形象、提升行业影响力才是B端科技企业参与体育营销的有效打法。 北京时间11月22日，在福地特夫摩尔球场斩获7连胜后，蓝军切尔西以一波联赛3连胜，强势进占英超积分榜次席，为迎来带队50场里程碑的主帅马雷斯卡 送上贺礼。与场上的强势表现相映成趣的，则是球队胸前广告赞助谈判的柳暗花明：《切尔西记事报》率先披露，科技巨头甲骨文公司已与切尔西达成合 作协议，蓝军有望在今年内摘掉英超唯一胸前"裸奔"球队的名号。截至发稿时，甲骨文市值高达5666亿美元，创始人拉里·埃里森（全球第二大富豪）身 价达约2749亿美元。 不过据报道，甲骨文的报价"远低于"切尔西方面期望的6000-6500万英镑。尽管BBC体育记者Nizaar Kinsella随后跟进报道，切尔西球衣的胸前"空地"归属 仍未最终确定，俱乐部仍在考虑其他选项，一份不低于5500万英镑的长期协议依然是俱乐部追求的目标。不过从切尔西新近官宣甲骨文的合作伙伴、数字 技术解决方案提供商FPT成为球队袖口 ...

Core Insights - The global TV OEM market is experiencing a decline, with a reported shipment of approximately 30.8 million units in Q3 2025, reflecting a year-on-year decrease of 1.1% [2] - Among the top ten OEMs, only three companies achieved positive growth, while the majority faced declines, particularly leading firms MOKA, MTC, and Changhong OEM [2] Company Summaries - MOKA (茂佳) maintained its position as the leading OEM with a shipment of 4.5 million units in Q3 2025, but experienced a 7% year-on-year decline, indicating growth fatigue. The decline is attributed to weak consumer demand following the reduction of the "trade-in" policy and reduced orders from major domestic brand clients [5] - MTC (兆驰) faced a significant drop in shipments, with 3.5 million units shipped in Q3 2025, marking a 21.3% year-on-year decrease, the largest among leading firms. The decline is primarily due to heavy reliance on the North American market and the impact of sudden tariff policies [5] - Changhong OEM (长虹) reported shipments of 2.9 million units in Q3 2025, down 8% year-on-year. The decline is linked to weak domestic demand and challenges in the Eastern European market due to geopolitical tensions and economic slowdown [6] Industry Overview - The overall slowdown in the TV OEM market is attributed to multiple factors, including geopolitical risks, economic uncertainties, and tariff policy impacts, which have significantly affected the stability of the TV industry and supply chain [6] - Industry forecasts suggest that the global TV OEM market growth will be limited to under 1% for the year, a substantial decrease from the 5.7% growth rate in 2024. However, the upcoming 2026 FIFA World Cup is anticipated to create significant commercial opportunities for the global TV market [6]

Core Viewpoint - The article discusses the innovative advertising campaign by Heinz Tomato Ketchup, which creatively linked its product to the 34 sports events of the Guangdong-Hong Kong-Macao Games, resulting in significant social media attention and brand visibility [1][24]. Advertising Creativity - The advertisement features tomatoes with stems designed to represent athletes in various sports, showcasing 34 different sports corresponding to the events in the Games [3][4]. - The creative team, Heaven&Hell, initially intended to focus on a different product but pivoted to the tomato concept, which unexpectedly became the highlight of the campaign [5][12]. Marketing Strategy - Heinz, not being an official sponsor of the Games, sought to leverage the event's popularity to enhance brand exposure, similar to a previous successful campaign with another product [5][18]. - The decision to create 34 unique tomato designs was driven by the desire to directly connect with the number of sports in the Games, enhancing the campaign's relevance [18][24]. Design Process - The design process involved extensive trials to accurately depict athletic movements using the natural shape of tomato stems, culminating in a two-month effort to finalize the models [14][16]. - The final advertisement utilized a red background to maximize visual impact, contrasting with Heinz's traditional white background, which sparked discussions about the effectiveness of color choices in advertising [20][24]. Impact and Reception - The campaign's success illustrates that non-official sponsors can achieve significant brand recognition through creative marketing strategies, providing a valuable lesson for the advertising industry [24]. - The catchy slogan "The tomato that wants to win is in Heinz" effectively resonated with both athletes and consumers, further enhancing the campaign's appeal [20][24].

Core Points - The 15th National Games, co-hosted by Guangdong, Hong Kong, and Macau, marks a significant event in China's sports history, showcasing the integration of sports with regional economic development [1][4] - The sponsorship scale for the 15th National Games is expected to exceed 2 billion RMB, setting a historical record for such events in China [2][6] - The event has attracted numerous enterprises, including many Fortune 500 companies, indicating strong market interest and economic potential [4][5] Sponsorship and Market Development - The market development plan for the 15th National Games includes three main components: sponsorship, licensing, and ticketing [2] - The sponsorship plan consists of five tiers: partners, sponsors, exclusive suppliers, suppliers, and supporting enterprises, totaling 40 companies, with a significant presence of state-owned enterprises [4][5] - As of June, the total sponsorship intentions reached over 2 billion RMB, with signed agreements covering various sectors, including insurance, aviation, and sports equipment [5][6] Brand Engagement and Visibility - Anta has emerged as a dominant brand during the event, providing over 600,000 pieces of sportswear for participants and staff, highlighting its significant investment in brand visibility [8][10] - The collaboration of the three major telecom operators (China Telecom, China Mobile, and China Unicom) as sponsors is unprecedented, reflecting the event's appeal and the unique marketing strategies of these companies [11][12] Cultural Impact and Merchandise - The mascot "Bay Chicken," inspired by the Chinese white dolphin, has gained popularity on social media, contributing to the event's visibility and merchandise sales [14][16] - The event has led to the development of over 2,800 licensed products, with more than 700 retail stores, showcasing the commercial success of the games [16][18] Economic Significance - The 15th National Games is seen as a crucial driver for the economic integration of the Guangdong-Hong Kong-Macau Greater Bay Area, providing a model for future events [18]

Core Points - Jiumuwang has officially upgraded its status to become the official sponsor of the Chinese Olympic Committee for the 2025-2028 period, transitioning from being the supplier of ceremonial attire for the Chinese sports delegation [1][2] - The partnership reflects Jiumuwang's commitment to supporting national sports initiatives and enhancing the Olympic spirit, aiming to provide superior ceremonial attire and services for the Chinese sports delegation [1][2] Summary by Sections Sponsorship Upgrade - Jiumuwang has been the ceremonial attire supplier for the Chinese sports delegation since 2018, providing outfits for major events such as the Jakarta Asian Games and the Tokyo Olympics [1] - The upgrade to official sponsor signifies a deeper responsibility and commitment to the development of national sports [2] Future Collaborations - The Chinese sports delegation will wear Jiumuwang-designed attire at international events, including the 2026 Aichi-Nagoya Asian Games and the 2028 Los Angeles Olympics [2] - A design competition titled "'Jiumuwang Cup' Aichi-Nagoya Asian Games Chinese Sports Delegation Attire Design Competition" was launched to encourage innovative design and cultural expression [2] Cultural Significance - The collaboration aims to blend Eastern aesthetics with international style, showcasing cultural confidence and the vitality of contemporary China [2]

Core Insights - The competition in instant retail is intensifying, with major players like Meituan, Taobao, and JD investing over 100 billion yuan to capture a share of the e-commerce market, which has a total transaction volume exceeding 10 trillion yuan annually [1][12] - The sports marketing landscape is evolving, with local events like "Su Super" and "Zhe BA" becoming focal points for these companies, targeting a broad consumer base [1][8] - Meituan has rebranded its "Meituan Flash Purchase" as an independent brand, while JD launched its "Self-operated Seconds Delivery" service, expanding its reach to over 2,400 counties and cities in China [1][12] Company Strategies - Taobao Flash Purchase has engaged in athlete endorsements, partnering with notable athletes like Wu Yanni and Liu Xiang to enhance brand visibility and connect with the concept of speed [1][2] - Meituan has signed prominent athletes Fan Zhendong and Sun Yingsha as brand ambassadors, leveraging their substantial fan bases for marketing purposes [2] - The recent rebranding of the "Ele.me" app to "Taobao Flash Purchase" signifies a strategic shift, with new uniforms for delivery riders designed to resemble F1 racing suits, aligning with sports marketing strategies [4][5] Marketing Initiatives - Taobao Flash Purchase has invested in local sports events, becoming a key sponsor for "Su Super" and "Zhe BA," with sponsorship deals amounting to 10 million yuan for the latter [8][11] - The integration of sports marketing across Alibaba's various platforms is facilitated by Orange Lion Sports, which manages sports-related operations for multiple Alibaba applications [11] - The upcoming Milan-Cortina Winter Olympics is anticipated to provide further opportunities for competition among these major players in the sports marketing arena [12]

Core Viewpoint - The 2025 Nanjing Marathon is set to take place on November 16, with 30,000 runners participating, supported by the official sponsor Yanghe Co., Ltd, marking a significant event in the city known as the birthplace of marathon in China [1][3]. Group 1: Event Overview - The Nanjing Marathon has been successfully held for eight years since 2015 and has recently been awarded the "World Athletics Gold Label" status, elevating it to a top-tier global event [3]. - Yanghe Co., Ltd has been a long-time supporter of the Nanjing Marathon, celebrating the spirit of perseverance and passion through its products [6]. Group 2: Pre-Event Activities - A three-day Nanjing Marathon Expo will take place from November 13 to 15, featuring engaging activities such as "Citywide Search for '9'" and "Citywide Search for '7'" to enhance the experience for participants and spectators [7]. - Participants with race numbers ending in "9" or "7" can receive various gifts, including bottles of Yanghe's premium liquor, based on the specific number combinations [8][9]. Group 3: Brand Integration - Yanghe Co., Ltd aims to integrate sports spirit into its brand ethos, promoting a lifestyle that resonates with the values of marathon running and active living [12]. - The company has been involved in various sports events, including marathons and international competitions, showcasing its commitment to promoting a vibrant and active lifestyle [12].

Core Insights - The 32nd China International Advertising Festival and the 34th Asian Advertising Conference focused on innovation and international cooperation in the advertising industry, emphasizing the theme "Intelligent Advertising New Chapter: China on Stage, Asia in Sync" [1] - The sports industry in China is rapidly growing at an annual rate of 10%, with an expected market value of 7 trillion yuan by 2030, positioning sports as the "primary source of traffic" [1] - Migu, a subsidiary of China Mobile, is leveraging technology, particularly AI, to reshape sports marketing and enhance user engagement [1][2] Group 1: AI and Sports Marketing - Migu has developed an AI multi-modal content production matrix that enables automatic commentary, real-time player data display, and highlights generation [2] - The company focuses on four marketing scenarios: event marketing, node marketing, endorsement marketing, and emotional marketing, utilizing AI to enhance user engagement and brand conversion [2] - Migu aims to transform sports marketing through a "three-in-one" approach of media, community, and intelligence, enhancing the overall marketing experience [2] Group 2: AI's Impact on Viewing Experience - AI is fundamentally changing how audiences watch and participate in sports, improving data response efficiency and enabling personalized content delivery [3] - The shift from passive viewing to active participation is creating a complete ecosystem that enhances user engagement and commercial value [3] - Migu plans to expand its AI applications to cover more sports events, providing customized viewing experiences [3] Group 3: Innovative AI Applications - Migu's collaboration with Budweiser during the World Cup introduced several innovative AI products, including the first AI smart account for real-time event updates [4] - The creation of an AI-generated creative video intro for daily match recap shows how AI can break traditional advertising boundaries and enhance user engagement [5] - The introduction of an AI-driven event progress bar and naming model allows for real-time marketing, capturing key moments with millisecond response times, significantly improving marketing effectiveness [5]