With major national and international sporting events recently and rising popularity of the internet, more and more sporting goods enterprises are beginning to contemplate online marketing as an important means for corporate advertising Domino99, market expansion and new building.
The contest for online sports channels started on 4th Apr 2007, when China’s well-known sports manufacturer, Lining, termed the sports section of Netease, one of China’s biggest online protal. Not just Lining’s logos and product promotions dominate the web pages, but the web page design colours also conform to Lining’s red-based branding.
In fact, sports manufacturers’ online advertising wave has started long before 2007. Observers commented that the rise of online marketing in China has enormous implications for the two sunrise industries, namely sports products and online commerce. It not only reflects the strategic marketing transitions of leading sports brands, but also brings a marketing breakthrough in China’s sports goods industry amid the emerging online marketing trend. By partnering with online portals in areas like advertisements, editorial columns, contents and featured products, sports brands can build a comprehensive online brand display platform, which subsequently enables websites to expand their sports contents, hence a win-win situation.
In accordance with Netease, the co-branding pages are expected to offer a few hundred million times of brand exposures every calendar year, improving the brand awareness in targeted audience. In terms of contents, NBA columns and assorted Lining branded occasions columns have been launched, along with other Netease online products are also channels for boosting Lining brand. There are also Lining related sections such as online communities, sports star profiles, new product exhibitions and sports fans interactive forums.