Anta is a sponsor of China athletes in the Winter Olympics. Since the Barcelona Olympic Games in 1992, Li Ning has replaced foreign brands as special clothing for the Olympic Games. The following 1996 Atlanta, Sydney in 2000 and Athens in 2004 were all sponsored by Li Ning for four consecutive years.

Today, with the sponsorship of the Olympic Games, Anta's popularity has greatly increased, and its market value has far surpassed that of Li Ning. From 2009, when Anta sponsored the Olympic Games, to 16, the revenue in seven years increased from 4 billion to 133 billion, which increased by more than three times.

Last year, Anta surpassed Adidas with a net profit of more than 5 billion yuan, becoming the second largest sports brand in the world after Nike. After the appearance of sponsorship in this Winter Olympics, Anta will definitely continue to grow, and it is likely to compete with Nike for the first place in the future.

Anta brand:

Excellent products are actually the key to marketing. Past failure cases show that many brands are often a deal in competitive marketing. By sponsoring a World Cup, European Cup or Olympic Games, we can obtain the identity of the relevant sponsors, and then replace the good communication effect by placing advertisements.

This marketing model may be effective in the process of competition, but it lacks the long tail effect, and many brands die of addiction and get lost in the long river of history in a hurry.