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The operation of Coca-Cola and Mai Ke directly affected representatives of other brands, especially representatives of the same type of Heineken beer. When they saw that they could still operate like this, they quickly called back to their parent company. After some urgent communication, they immediately signed a supplementary agreement with Ian Al. In addition to sideline billboard sponsorship, they imitated the Coca-Cola model and signed a three-year contract of 48 million pounds. In the future, they could only choose Heineken when drinking in Anfield, and no other ones are allowed to be sold!

Why is Heineken worth 48 million? Because they are originally Liverpool's main sponsors, and for old friends, they still need a little discount.

By the way, Coca-Cola's representatives also specially invited Yang Cheng to the outside of the office and chatted alone for 5 minutes. They wanted to ask Yang Cheng to do a favor. The wealthy Coca-Cola is preparing to join Nike, TAG Heuer, EA Games, Carlin Beer, candy producer Cadbury and Barclays Bank to become the seventh and last league partner in the Premier League.

Just last year, the Premier League ended its 13-year league naming agreement with Barclays and instead adopted a multi-party sponsorship model. This business system has become more complete due to the addition of multiple brands.

The cooperation with the Premier League is not the first time Coca-Cola has entered football or even sports. The company's previous sports marketing projects include major events such as FIFA World Cup and the Olympics. In addition, the previous cooperation with the British Football League (EFL) has given the Premier League management sufficient reason to be optimistic about the cooperation between the two sides.

In their opinion, Coca-Cola has similar brand ambitions to the Premier League, and for Coca-Cola, cooperating with the world's most popular football league means that the brand can integrate and market its different products for the first time, especially the sugar-free series products currently promoted by the brand.

Yang Cheng is naturally happy to see that he is successful. With the Premier League, the benefits to the club can be given more. Besides, Coca-Cola, as one of the new main sponsors of Liverpool, is also one of the major shareholders of Coca-Cola shares. With these reasons, Yang Cheng agreed to the other party's request without saying a word.

Yang Cheng is still optimistic about the cooperation between the Premier League and Coca-Cola. These two companies are in the ranks of leaders in their respective fields. Therefore, the cooperation between the two truly global brands will eventually have a broader influence, which is undoubtedly.

At present, Coca-Cola has business in 206 countries around the world except Cuba and North Korea. Once the contract is signed, many regions will definitely hope to participate in this cooperation.

For the Premier League, through cooperation with Coca-Cola manufacturers in other regions, the league can be promoted locally.

For a considerable number of people who choose to drink Coca-Cola products, football and the Premier League are their number one hobbies.

As the best football league in the world, Premier League broadcasts cover 1 billion households in 189 countries.

Therefore, cooperation with the Premier League allows Coca-Cola to customize a series of marketing activities around core events, thereby further narrowing the distance with fans and increasing brand awareness, which is particularly important for Coca-Cola.

In other words, the cooperation with the Premier League allows Coca-Cola to conduct brand marketing in a highly complete way.

As a result, not only can Coca-Cola's core products be effectively activated, but many other brands can also be revitalized, such as Sprite and other lighter flavored varieties and low-sugar series products.

The low-sugar and sugar-free series account for a very large proportion of the products currently sold by Coca-Cola, about 70%. The main products sold in Anfield in the future are also sugar-free or low-sugar series. Coca-Cola has also put a lot of effort into this series of marketing.

As mentioned earlier, the second type is the localization of the brand.

What does it mean?

Nowadays, the process of globalization has enabled more and more companies to go abroad. When a company comes to a new market, how can it quickly increase the brand's local popularity and market share? Sponsoring the sports industry is a fast method.

Take Warwick, a mobile phone brand in Country Z, as an example. Warwick became a sponsor of the French Ligue 1 giant Paris Saint-Germain in 2014. With Paris Saint-Germain playing triumphant songs at home and abroad, Warwick also gradually opened up the French market.

At the end of 2015, Warwick's market share in the French market was 5%, and it is expected that the market share will reach 10% by the end of this year.

In Argentina, Warwick has also become a sponsor of two traditional South American giants, Boca Youth and River Plate. The purpose is to quickly open up the market through the strong appeal of these two teams in South America.

Another most typical example is the Korean car brand Hyundai Kia. From the 2004 European Cup in Portugal to the French European Cup last year, Hyundai Kia has been an important partner of UEFA.

In the past 10 years, with its high appearance rate in European arenas, the company's sales figures have also been rising steadily, with sales volume rising 11% compared with the same period last year. You should know that the European automobile market is already very mature and relatively saturated, and it is not easy to achieve this performance in the European market with many big names.

Companies choose a team or event that is very influential in the country or region, quickly gain popularity and attention through sponsorship, and then combine the unique cultural traditions and consumption habits of the country or region to formulate their own unique sales strategies and advertising, convey a brand localization message, to narrow the psychological distance from the country's consumers, and make the brand image and corporate values ​​deeply rooted in the hearts of the people. Only in this way can they be widely recognized by the local market.

Warwick has always wanted to conquer the core battlefield of Europe, which is the UK, but it has never been able to do so. They have had contact with Yang Cheng before, but that is the American market. Although the cooperation has not been successful, they don’t mind trying another game in the UK.

And it's just a sponsorship, not a core technology transfer, so Yang Cheng has no reason to refuse a three-year £30 million contract.

As for car sponsorship, there is nothing Koreans have to do. The Volkswagen Group behind Audi never stings on investment in sports events. Of course, Audi's sponsorship is mainly about giving away cars, and they rarely pay cash, including sponsorships to wealthy families such as Real Madrid, Barcelona, ​​Bayern, etc.

Liverpool's sponsorship is also a car, and Audi's departure ceremony is also the target of media coverage every year.

However, with Liverpool's championship this time, Ian Al also won Audi's car sponsorship for the team staff. Of course, the value is definitely not as valuable as the players and coaches' luxury cars, but the B-class car and C-class car are already very good for the staff, after all, it is free.
Chapter completed!