The 2024 European Football Championships are underway, which thrill steaks of millions of fans worldwide. It is inactive unclear who will win the European Champion title this time, but who will win the championship. The winners are... Chinese companies.
With the first whistle they began the biggest advertising run always held during these competitions. Of the top 13 authoritative championship sponsors, 5 are Chinese companies:
- HiSense Group Co., Ltd. (chin. 海信集团有限公司), maker of household appliances;
- BYD Motor corp Ltd. (chin 比亚迪汽车股份有限公司), world's largest electrical car manufacturer;
- ViVo, 1 of the brands of Chinese smartphones;
- AliPay (chin. 支付宝), mobile payments; and not only known in Europe
- AliExpress (chin. 全球速卖通), e-commerce platform.
The European football championship in terms of spectator interest can compete with the Olympic Games or the Mundial. Therefore, they are treated as the most crucial marketing event for global companies. According to the European Union of Football Unions (UEFA), the last tournament (which takes place all 4 years) attracted 5.23 billion viewers in front of TVs. The finale itself watched live over 328 million people, and it was broadcast to 229 countries and regions. In China, the broadcast ratings during the 2021 European Championship increased by 43% compared to 2016, reaching 352 million viewers. According to UEFA, gross from the European Championship this year will amount to EUR 2.41 billion (about PLN 10.55 billion), which means an increase of 28% compared to the erstwhile tournament. They will mainly increase by selling transmission rights and commercial rights, including sponsorship.
Chinese companies began conducting extended marketing campaigns related to the European Championships.
BYD offers electrical vehicles providing green transport to fans and teams across Europe. The company is the authoritative sponsor of transport at the championships. In China he arranges a journey to Europe, during which 100 Chinese young footballers will be able to watch the tournament live. For BYD Europe is an crucial marketplace for the sale of electrical vehicles. Cars of this company are available in 19 countries of the Old Continent.
AliPay signed an eight-year partnership agreement with UEFA in November 2018, which includes events specified as the 2020 and 2024 European Cup AliPay+, a cross-border mobile payment platform, besides sponsors UEFA's top scorer trophy, Gold Shoes.
In May, AliExpress made David Beckham the ambassador of his brand. During the current tournament, the platform offers large discounts and promotions. AliExpress users can besides win tickets to individual planet Cup matches.
Hisense is the first Chinese European Cup sponsor company to financially support the tournament since 2016.
Vivo introduced a fresh smartphone to the planet championship: Vivo X100. This is the authoritative Euro 2024 mobile phone.
Among Chinese Euro 2024 sponsors there is no TikTok. This company is, however, a "official amount of time for the free representation of Germany". Whatever that means.
Source:
- Mrjjxw.com;
- baijiahao.baidu.com;
- finance.sina.com.cn;
Author: 梁安基 Andrzej Z. Liang, 上海 Shanghai, 中国 China
Email: [email protected]
Editorial: Leszek B.
Email: [email protected]
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