Original title: Ice and Snow “Enterprise” Edge | The only official sponsor of the Beijing Winter Olympics in Shandong Province, why is Tsingtao Brewery?
Fengkou financial reporter Shi Bingbing
The countdown to the opening of the Beijing 2022 Winter Olympics has entered the stage.
As the most influential sports event in the world, each Olympic Games is an opportunity for local companies in the host country to take off. Joining the list of Olympic sponsors is an excellent path for a company aspiring to become the world‘s top brand.
In this “Agreement of Ice and Snow” attracting global attention, Tsingtao Brewery, as the only official sponsor of the Beijing Winter Olympics in Shandong Province, is also the “double Olympics” sponsor of the 2008 Beijing Summer Olympics and the 2022 Beijing Winter Olympics. Qingdao-made brands are heading to the Winter Olympics.
It is not easy to become the “gold master” behind the Winter Olympics. Many people can’t help but ask: Why can Tsingtao Beer become the “only” in Shandong Province?
“Quality” Respect the Winter Olympics
Why did you “hold hands” in the Olympics twice?
Norman O’Reilly, co-author of Global Sports Marketing, once said, “The Olympics are a stage where two-thirds of the world‘s population will have their eyes on it at this time.”
Compared with other marketing nodes, the sponsorship of world-class sports events such as the Olympic Games has become the coveted marketing field of major brands with its high popularity and strong exposure.
As early as 2008, the successful hosting of the Beijing Olympic Games was a grand economic “feast”. At this “feast”, Tsingtao Brewery achieved both economic and social benefits in terms of brand awareness and reputation, corporate strength, and marketing channel development with the help of the Olympics.
On December 17, 2018, at the official sponsor conference of the Beijing 2022 Winter Olympics and Winter Paralympics, Tsingtao Brewery became one of the first batch of official sponsors signed by the Beijing Winter Olympics, sharing beer with Yanjing Beer. Category Sponsorship Benefits. This is also after the 2008 Beijing Olympic Games, Tsingtao Brewery once again “hand in hand” with the Olympic Games.
Tsingtao Beer Winter Olympics Ice and Snow Can
As we all know, the Olympic Games have always set a very high threshold for sponsors. What is the advantage of Tsingtao Brewery in “hand in hand” for the two Olympic Games?
Han Zirong, the full-time vice chairman and secretary general of the Beijing Winter Olympics Organizing Committee, mentioned, “Tsingtao Brewery is a well-known large-scale beer enterprise and a leader in the national beer industry in my country. It is also a sponsor of the Beijing 2008 Olympic Games. It is deeply favored by consumers. I hope that Tsingtao Brewery will continue to uphold the excellent quality of serving Beijing 2008 and provide better products and services for Beijing 2022. I also hope to give full play to the unique advantages of beer enterprises in products, markets, brands, etc., to expand Beijing The influence of the Winter Olympics has attracted the general public to participate in ice and snow sports.”
It can be seen that, as a leading brand in China’s beer industry, Centennial Tsingtao Brewery has been widely recognized by the society in terms of product quality, brand awareness and market share. In addition, the most important point is that, as the sponsor of the 2008 Beijing Olympic Games, Tsingtao Brewery’s excellent quality of serving world-class events has given it a better “weight” in the sponsorship of the Winter Olympics.
How to become an official sponsor of the Winter Olympics?
It is worth noting that in the category of beer sponsorships, the sponsors of the 2008 Beijing Olympics are Tsingtao Beer, Yanjing Beer, and Budweiser Beer, while the beer sponsors of the 2022 Beijing Winter Olympics only have two local beer sponsors. Enterprise, Tsingtao Beer and Yanjing Beer.
It is a great honor for any company to become a sponsor of “Double Olympics”. Externally, it is an excellent platform for the company to go global and international; internally, it is a good opportunity for the company to enhance its brand image.
So, what are the requirements for becoming an official sponsor of the Winter Olympics?
According to Pu Xuedong, director of the Marketing Development Department of the Beijing Winter Olympics Organizing Committee, there are four major selection criteria for official sponsors, namely corporate qualifications, sponsorship quotations, product and service guarantee capabilities, and marketing and promotion capabilities. Among them, enterprises are required to have a good social image and corporate reputation, the brand image of the enterprise conforms to the concept of the Olympics, the Beijing Winter Olympics and the Winter Paralympic Games, and the products meet the standards of low-carbon, environmental protection, and sustainable development.
Tsingtao Beer “Beer Festival on Ice”
According to the official website of the Beijing Winter Olympics, up to now, the Beijing Winter Olympics has signed 45 sponsoring companies, including 11 official partners, 11 official sponsors, 10 official exclusive suppliers, and 13 official suppliers, of which It also includes many FMCG and catering and food listed companies.
It is not difficult to find that local companies have become the absolute main force in sponsoring the 2022 Beijing Winter Olympics. Among them, there are many “double Olympic” companies like Tsingtao Brewery, such as Yanjing Beer, Arowana, Hengyuanxiang and so on.
Wang Yu, Deputy Director of the Market Development Department of the Beijing Winter Olympics Organizing Committee, said, “First, the emergence of more and more dual-Olympics companies shows that among the companies that participated in the Olympic sponsorship in 2008, we felt the dividends and benefited from the Olympic platform. Second, our solicitation for each category is an open invitation, which also shows that the strength of Chinese local enterprises is getting stronger and stronger, and they can win the competition in each category.”
The selection of official sponsors has strict standards, and Tsingtao Brewery can stand out among many enterprises, which is inseparable from the strength of the enterprise itself, which reflects the continuous growth of Qingdao local brands.
All people participate in the Winter Olympics, demonstrating the strength of Qingdao’s brand
Based on the above, it is not difficult to understand why Tsingtao Brewery can become the “only” Winter Olympics sponsor and “Double Olympics” enterprise in Shandong.
With rich experience in sports marketing, Tsingtao Brewery has successively signed a strategic cooperation agreement with the NBA since the 2008 Beijing Olympics, sponsored the CBA league, and signed the AFC Champions League. Over the past ten years, Tsingtao Brewery has invested more and more in sports marketing. , the map is getting bigger and bigger.
Huang Kexing, chairman of Tsingtao Brewery, once said that Tsingtao Brewery’s largest target user group is young men, and young men are often sports lovers, “The user match between Tsingtao Brewery and sports events also determines that we regard sports as a beer marketing brand. an important way of spreading.”
After becoming the official sponsor of the Beijing Winter Olympics, Tsingtao Brewery has adopted the marketing method of “people participation” to popularize the knowledge of the Winter Olympics and ice and snow culture, open up participation channels, and stimulate the enthusiasm of the whole people.
Tsingtao Beer Winter Olympics Ice and Snow Can
Previously, Tsingtao Brewery specially designed and launched a series of ice and snow cans for the Beijing 2022 Winter Olympics, which skillfully presented 15 official sports of the Winter Olympics in the cans, such as figure skating, short track speed skating, ski jumping, and steel frame snowmobiles. The silhouettes of other ice and snow events appear on the bottles and cans, spreading the ice and snow culture and the Olympic spirit.
In addition, Tsingtao Brewery also launched the “Let the Winter Olympics ring your cheers” p interaction, inviting citizens from all over the world to cheer for the upcoming Beijing Winter Olympics with their voices. In 19 provinces across the country, including Hebei, Shandong, Guangdong, Heilongjiang, and Shaanxi, activities to cheer for the Winter Olympics have also been launched simultaneously, providing offline venues where you can experience and upload audio and video to cheer for the Winter Olympics with “all people participating”.
“Tsingtao Brewery has rich experience in sports marketing, allowing consumers to participate in and experience the Winter Olympics in an all-round way. This is the mission of Tsingtao Brewery as a representative of Chinese brands, a practitioner of gold medal quality, and a promoter of the Olympic spirit. and responsibility.” Zhu Jiayi, general manager of Tsingtao Beer Brand Management Headquarters, told reporters.
In addition to Tsingtao Brewery, Haier was also the official sponsor of the 2008 Beijing Olympics, and Hisense became the official sponsor of the 2022 World Cup… Nowadays, more and more Qingdao brands are appearing at world-class events, which also means that Qingdao local brands It will lead Qingdao manufacturing to more international arenas and demonstrate the power of Qingdao brand.