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The level of marketing by domestic sports brands is still relatively modest, with limited strategies and creativity. As of July 3, 2014, the World Cup has become a global event that not only captivates football fans but also serves as a golden opportunity for brands to showcase their presence. While official sponsors like McDonald's and beer companies take center stage, local Chinese brands are also finding ways to get involved, even without formal sponsorship.
McDonald’s, one of the official World Cup partners, launched a special Brazilian menu filled with football-themed items. The Rio Glory Fort and Heat Samba burgers were designed to reflect the spirit of the game, while other dishes like the magical arc bananas and Jinmang whirlwinds added a fun, samba-inspired twist. These creative efforts helped keep fans engaged and offered a unique dining experience during the tournament.
Meanwhile, bread manufacturers like Bread Talks introduced Brazil-themed breads, including a jersey-shaped loaf called "Outstanding Luxor" filled with lemon milk. This kind of localized, themed product attracted attention and added to the festive atmosphere.
Beer brands, such as Tsingtao and Harbin, also took advantage of the World Cup to boost sales. Tsingtao released customized football cans with a design resembling football stitching, while Harbin Beer used social media campaigns featuring popular celebrities to generate buzz. Their campaign quickly gained traction, creating over 200,000 discussions and reaching 150 million people online.
Even though Quanzhou-based brands like Xtep and Anta weren't official sponsors, they found innovative ways to participate. Xtep organized football-themed events in stores, including table football games and interactive fan activities. They also partnered with college football leagues and hosted live events with samba dancers and football babies, making the brand more visible and engaging.
Anta focused on product development, launching World Cup-themed apparel that incorporated national team colors and designs. Peak, another local brand, displayed vibrant, Brazil-inspired sportswear in stores to create a lively World Cup atmosphere.
Despite these efforts, industry experts note that the overall level of marketing by Chinese sports brands remains low compared to global giants like Nike and Adidas. While they are improving, many still struggle to convey their brand values effectively. Emotional storytelling and deep consumer engagement remain areas where international brands excel.
In conclusion, the 2014 World Cup served as a valuable platform for domestic sports brands to experiment with new marketing strategies. Though their efforts may not match the scale of global sponsors, they demonstrated creativity and a growing understanding of how to connect with consumers through real-time, event-driven campaigns.