Adidas

Advantage: the official clothing partner of the Beijing Olympic Games, the athlete award dress volunteer and the technical officer Adidas costumes paid about $100 million in cash and sponsorship for the partners.

The company will provide clothing for athletes, volunteers and technical officials, and sponsor interactive online games with several Chinese athletes as its role, so that its brand will be presented to the audience.

Adidas's main spokesmen include American basketball star Dwight Howard and Chinese soccer star Ma Xiaoxu.

Nike

Advantage: quite a number of competitors compete in many competitions.

22 of the 28 major teams in China will compete in Nike sportswear and sports shoes.

At the same time, Nike has many spokesmen for top athletes.

They include Swiss tennis king Roger Federer and Australian track and field star Cragg Mortlam, as well as veteran basketball stars Kobe Bryant and Lebron James.

In addition, there are two of the most famous Chinese athletes, Liu Xiang and Yao Ming.

Lining

Advantages - sponsored by China's four largest gold medal winning team, some foreign Olympic delegations have been sponsored.

China's diving, gymnastics, shooting, table tennis and other 4 gold medal dream teams to participate in the Olympic Games are served by the Li Ning Co.

In addition to sponsoring the four most promising national teams, Lining also sponsored the Olympic team of Sweden and Spain, as well as the costumes of Sultan national track and field team and Argentina national basketball team.

B brand PK

- Lining PK Adidas

When bidding for Beijing Olympic sponsors, it was said that the bid price of Li Ning Co based on its own strength was 1 billion yuan, while Adidas's final bid was 1 billion 300 million yuan.

In this way, Lining lost the right to sponsor the Chinese sports delegation, including the award dress.

Although the Olympic expenses of Li Ning Co are less than that of Adidas and Nike in the local market, it has skillfully talked about some agreements to share the Olympic feast.

The agreement with CCTV is a marketing strategy. It will make Lining's "L" logo similar to Nike's logo in the face of tens of millions of Chinese TV audience watching the Olympic Games.

This will help to compete with Adidas and Nike. Adidas is a partner of Beijing Olympic Games, while Nike provides sponsorship for many athletes.

But today, Li Ning Co's "L" sign will reduce the chance of going to the mirror during the Olympic Games.

The company said the hosts and guests of CCTV studio will stop wearing Lining logo during the Olympic Games until the end of August.

However, reporters on the spot can still wear Lining's clothing.

- Nike PK Adidas

The problem facing Adidas is that although it has become the official clothing partner of this Olympic Games, Nike has more spokesmen for top athletes.

Adidas has paid about $100 million in cash and sponsorship for partner rights.

And Nike is taking another route. Its core is still sponsoring a specific athlete.

Nike's athletes are not able to ensure that they win the Olympic Games. This fact means that the athlete's performance route is risky, but if these athletes win the game, Nike will get a bigger return.

In order to enter the local market, the company signed 22 contracts with 28 Chinese sports alliances to provide equipment for most of the players in these alliances.

This means that China's marketing focal point and NBA Houston Rockets player Yao Ming will also wear Nike's basketball uniform, although Yao Ming has personally signed a contract with Adidas's Reebok department.

The contract is only one of 40 contracts concluded by Nike and many other national alliances, such as the United States, Germany and Russia, which ensure that team members will be equipped with Nike equipment in the Olympic Games, no matter which company they provide for personal endorsement services.

Therefore, for the majority of the 3000 athletes in the Adidas camp who will participate in the Beijing Olympic Games (about 1/3 of the total), they can only wear Adidas equipment on the podium.

In the competition, they will be equipped with Nike equipment.