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Liu Xiang'S Retirement From Sponsors' Pain

2008/8/19 9:17:00 5

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Yesterday, China and even the world were moved, not gold medals, but Liu Xiang's retirement.

The moment Liu Xiang turned around, there were countless fans in the heart, apart from the audience and the people who were watching him.

According to CTR (CCTV market research Limited by Share Ltd) earlier data, along with the Olympic Games approaching, Liu Xiang was the most famous celebrity in 2007, including 14 brands, such as Amway Nutrilite, VISA, Ely, Nike, Bank of communications, Lenovo, China Post, China Mobile and so on.

It has been envisaged that Liu Xiang, who is preparing for the Olympic Games, will not be easy to make a debut before the competition so that all the sponsors are satisfied.

He may have to wear Nike clothes, pedal AOKANG shoes, left-handed Coca-Cola, right-handed Erie milk, then settle accounts with Bank of communications VISA card, then go into Cadillac car to use Lenovo computer to surf the Internet, then use China Mobile's network to call home for safety.

This assumption is complicated.

Of course, this is just a joke, but after yesterday, these sponsors may not laugh.

In July this year, US Dow Jones announced the latest business value list of athletes. Liu Xiang ranked fourth among non American athletes.

In yesterday's men's 110 meter hurdles, Liu Xiang wore Nike hurdle spikes specially designed for him.

Behind this is the advertising sponsorship contract between Liu Xiang and Nike up to 4 million yuan.

But Liu Xiang's short appearance didn't even let us see the unique boots that Nike built for him.

In fact, as early as Liu Xiang won the Olympic champion of 04 years, it has become the darling of advertisers, and the industry that is not tied up with speed has Liu Xiang's brilliant smiling face full of acne.

When Liu Xiang broke the world record in 12 seconds 88, the China Association of Chinese associations, which was responsible for the operation of Liu Xiang market, quickly raised the limit of Liu Xiang's endorsement fee from the original 10 million yuan to 12 million yuan.

And "12 seconds 88" has become one of the favorite figures of many advertisers. It represents speed and hurdle dominance.

If Liu Xiang's Olympic Games are reunited at their own doors, it will undoubtedly attract more businessmen's vision. In the future, there will be no way to predict how many businesses will stop in front of Liu Xiang after the Olympic Games.

We must know that the whirlwind of Liu Xiang must be swept down. Before the Olympic Games, some people calculate the value added value for Liu Xiang after winning the championship -- 1 billion, but the fact is that Liu Xiang missed the defending champion at home in an unexpected way.

However, sponsors have taken full account of the possibilities of Liu Xiang's results, including Liu Xiang's failure to win the championship.

An advertising sponsor of a footwear company with the help of Liu Xiang marketing is: if Liu Xiang wins, he will use the advertising word "2008, look at China's footsteps"; if he fails to do so, the slogan will become "footsteps do not stop, there is still a dream in your heart, you are the champion forever".

What the advertiser said is our hope for Liu Xiang. Although Liu Xiang failed to win the championship, he is still a hero and worthy of respect.