Go back in time and be a chaebol

Chapter 745 Dear, do you want to host the Olympics? (Third update, please subscribe)

Olympic Games.

Brand!

Perhaps for some people, the most important thing about the Olympics is the gold medal, but in fact, in addition to the athletes' hard work on the field, an invisible commercial war has started long before the Olympics, and that is the battle for Olympic sponsorship seats. .

As the largest sports event in the world, every Olympic Games attracts global attention when it is held. For brands, global focus means global exposure, which is a fatal temptation for brand owners.

“Are there any sponsors for the current Olympics?”

The answer is yes.

As early as the 1928 Amsterdam Olympics, Coca-Cola made its first sponsorship. When the U.S. delegation arrived at the Olympics, in addition to providing funding to the U.S. delegation, it also sponsored some Coca-Cola to the athletes. Compared with Coca-Cola, the real sponsor is Omega. Since 1932, when it first played the role of official timekeeper at the Los Angeles Olympics, the Swiss brand Omega has been a sponsor of the Olympic Games.

Although the Olympic Games received brand sponsorships one after another, there were only a few sponsors in the following decades because the benefits were not obvious.

"Why isn't it obvious?"

"It is to provide a sponsorship to the Helsinki Olympics in the name of BMW, and then they designate BMW as the official vehicle sponsor of the Olympics, and BMW assumes the passenger and freight tasks during the competition."

In fact, the answer is very simple - audience!
Although the Olympic Games now attract a large number of viewers when they are held, that's it. Without television broadcasts, the audience is only tens of thousands or hundreds of thousands of viewers.

Appoint a sponsor!
Although he didn’t know much about business operations, Chen Jixuan immediately said.

"The key is to have TV and an audience! Before TV, the rate of return from sponsorship was very low, but it wasn't necessarily the case!..."

Suddenly, as if he thought of something, Li Yian said to himself.

Li Yian smiled slightly.

"That's right!"

While talking, Chen Jixuan specifically looked at his watch - an Omega watch.

"Yes, our sponsorship is not just for this session, but we are looking for long-term cooperation. From now on, we can provide them with a sponsorship every year, and we can also provide official cars to the International Olympic Committee."

"What do you mean, Your Excellency?"

This is also provided by sponsors.

"What you mean is that we provide such sponsorship to the International Olympic Committee, and then BMW will become the designated car for the Olympic Games, just like Omega."

car!

"Car sponsor?"

"There is another way, there is a ready-made teacher."

Chen Jixuan, a member of the Nanyang Olympic Committee, looked at Your Excellency and asked.

"Do you mean to be the official timer of the Olympic Games like Omega?"

What is an official car? It is a BMW for the president of the International Olympic Committee and each member. Is this a bribe?
Just kidding, this is BMW’s support for the international Olympic cause!

"Not just one, but all official Olympic cars in the future will be provided by BMW!"

Chen Jixuan's little move did not escape Li Yi'an's attention. This was Omega's most successful investment - using an early investment to tie up the International Olympic Committee. Since 1932, Omega had been there until Li Yi'an crossed over. Official timekeeper at the Olympic Games.

Even decades later, the Olympic Committee will come up with the so-called "Global Partner Plan", that is, the TOP plan. The plan is based on a four-year cycle, and the total number of sponsors in each period is controlled between 4 and 10. Moreover, each type of product and service can only have one TOP partner, which also means that companies that join the TOP program have exclusive global marketing rights for the Olympic Games in their category. But so what!
Still no one can shake Omega's status.

This is also a fucking head start!
You ignore me today, but you can’t reach me tomorrow... Don’t bully young people into being poor, as the Olympic Committee is proof of this!
Why can Omega be tied to the Olympic Games for a long time? In a word - poor!

The International Olympic Committee is poor!

The current International Olympic Committee is no better than that of later generations. Its influence is now limited, and its funding operations basically rely on donations from all walks of life. As for a large number of committee members, they rely on love to generate electricity.

Before the Olympic Games became a stage for competition between the United States and Russia, and before it was given the political significance of the Cold War, the Olympic Committee... was just an international organization.

If someone is willing to sponsor for a long time, how could those poor people refuse?
"Sir, that's a car, much more expensive than a watch!"

Chen Jixuan reminded.

"What's the matter? Most of the members of the International Olympic Committee are celebrities from various countries. If they all use our BMW, it will definitely help improve the company's brand image, and the company will also benefit a lot from this, and BMW’s frequent appearances in various competition venues will also greatly enhance BMW’s international influence.”

Perhaps the brand effect of the Olympic Games has not yet emerged, but what we are investing in now is the future, Li Yian said confidently.

“In the long run, the rate of return is still very impressive!”

In fact, it is not just described as impressive, it should be said that through such long-term sponsorship, one thing can be ensured - BMW will become a special car for the upper class, and it can even become a symbol of the upper class. After all, those Olympic Committees The identities of the members are displayed there, and their cars themselves represent their identities.

When a brand and identity are combined and form a certain tradition in the future, no one will doubt its class anymore, just like Rolls-Royce, like Mercedes-Benz.

Such sponsorship is definitely a very cost-effective investment for BMW.

"So... Sir, how much should we pay?"

After thinking about it, Li Yian stretched out a slap.

"Fifty thousand dollars, too much, too much!"

Chen Jixuan waved his hands repeatedly and said.

"Omega only has 20,000 to 30,000 U.S. dollars a year, and we have to sponsor their cars every year! In my opinion...it only costs 10,000 U.S. dollars."

Ten thousand dollars!
This time it was Li Yian's turn to be stunned... He was originally prepared to pay half a million dollars!
What about these poor devils?

As for, really, these guys who are guarding the golden rice bowl and begging for food are really a group of poor ghosts, and they are still very poor.

As soon as Chen Jixuan called the International Olympic Committee and said that BMW in Nanyang was willing to be a long-term sponsor of the Olympic Committee, the International Olympic Committee almost immediately said that we were very interested and even offered to say that the price was negotiable. .

Just a dozen days later, the International Olympic Committee took the initiative to send people to Nanyang to discuss long-term sponsorship matters with BMW. BMW, which had already received the authorization, naturally did not reject this approval, so the negotiations between the two parties did not go smoothly. .

As for the contract terms, of course they are based on Omega's long-term sponsorship terms, and the conditions also include exclusivity clauses.

Even so, the officials sent by the International Olympic Committee did not refuse. After all, there are really not many sponsors willing to sponsor the Olympic Games now! There are such "taken advantage of" people who are willing to pay a lot of money. If you miss it, it will be all over.

"Then let's increase it by 8% every year!"

When the annual increase in sponsorship was mentioned in the negotiations, Olympic Committee officials, fearing that the other party would not agree, directly reduced Omega's 10% annual increase by 2%.

Of course, BMW generously agreed to this. Faced with BMW's generosity, the negotiating officials were particularly excited. When the two parties signed the contract, when they learned that the cooperation was promoted by the President, the other party was even more excited and said .

"Oh, I didn't expect you to love the Olympics so much. Since the president of your country supports the Olympics so much, does Nanyang intend to host the Olympics?"

(End of this chapter)