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Sports Marketing & Celebrity Endorsement
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Sports marketing refers to marketing activities aiming to publicize products or brands through sports events. Sports stand for enthusiasm, health and competitiveness. A company also needs such concepts to be closely connected to a specific event or sports star. Sports marketing is to integrate corporate resources and combine products with sports culture. The integration of sports culture, brand culture and corporate culture is used to reach and touch consumers. Once the preference is settled in the minds of consumers, it would become competitive edges for the company
Sports marketing usually operates by means of sponsorship. Sports sponsorship boasts a wide range of communication parties, which makes it well targeted. Tens of thousands of spectators and countless media audiences are attracted by major sports events, which provide an effective marketing tool for the company to communicate with targeted consumers.
The most important thing for sports marketing is to combine corporate concepts, product features with sports spirit. It requires an overall planning to produce desired effects. East King Cultural recommend spectacular sports events to companies first, and then help them to find aspects shared by companies or products and sports spirit. The target-oriented planning will help companies to multiply the effectiveness of their efforts.
We also select famous athletes or potential sports talents to endorse the company or product for our customers. What we specialize is to report news by a variety of sources even in sports stars’ daily activities, sports trainings and matches. Best publicity is thus achieved.
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| Great Influence with 100 Football Events |
Football match has the world's largest audience. Different types of events attract audience groups with different tastes. Therefore, a single event fails to satisfy demands of all football fans. China Central Television plans to enrich the variety of sportscasts for audience’s diversified needs. Its influence will be greater than previous years.
CCTV will continue to broadcast conventional German, Italian, British and French Division 1 and the Asian Football League Championship in 2009. CCTV will introduce the Confederations Cup, the World Club Cup, South America Copa Libertadores and other international competitions for the first year in 2009. 100 sportscasts will be broadcasted throughout the year.
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| World Top Sports Event, Favored by Chinese Spectator |
 World Table Tennis Championships, sponsored by ITTF, is the most important table tennis event for over 80 years. The first World Table Tennis Championships was held in London in 1926, and from the year 2003 individual competition was held in year with odd numbers, team competition in year with even numbers. The 49th World Table Tennis Championships was held in Guangzhou, China in 2008. The 50th World Table Tennis Championships will be held in Yokohama, Japan in 2009. |
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Suzuki China Solely Sponsored TV Show Football Night Hosted by CCTV-5 |
 The Olympic Games was held in Beijing in 2008. East King Cultural took advantages of this favorable opportunity to gain tile sponsorship of TV show Football Night hosted by CCTV-5 for Suzuki China. The extensive advertisement penetration from program promo to time spots, and then to advertisement spots before or during the program, and also to banners, verbal broadcasting, large screen, subtitles and other forms of ads, creating perfect combination of various ads forms. Suzuki's brand image in China has been significantly improved. 。 |
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Ma Xiaoxu Endorsing Suzuki JIMNY |
 East King Cultural successfully proposed for Ma Xiaoxu’s endorsement of Suzuki JIMNY in May, 2007. Then East King Cultural organized a grand press conference for the news. Among participants are 97 reporters from 75 media. Zhang Bin, a famous anchorperson for sports program was invited to preside over the conference.
The press conference drew much attention from both auto media and sports media. Internet media, in particular, create hot discussions on Ma Xiaoxu’s endorsement of Suzuki JIMNY by prompt and timely news reports.br />
East King Cultural put TV commercials for good communication effects during Women’s World Cup in September, 2007. The perfect combination brought East King Cultural Best Sports Marketing Creative award by China Sports Brand Billboard which is sponsored by State General Administration of Sports. |
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Bayi Suzuki Cycling Team & Bayi Suzuki Triathlon |
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We assisted Suzuki to sponsor the establishment of Bayi Suzuki Cycling Team & Bayi Suzuki Triathlon in June, 2007. Then they endorsed the new Suzuki car model Grand Vitara. East King Cultural accompanied the two cycling teams to participate major matches so as to make timely publicity when they achieved good results. |
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CCTVCCTV-initiated Olympic Coxswain National Selection, Suzuki Off-road Vehicle Image Promotion
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The national selection of Olympic coxswains was initiated by State General Administration of Sports and CCTV in 2007, with sina.com and cctv.com as exclusive internet media support. Over 20 mainstream print media cosponsored the event around China.
National selection of Olympic coxswains is a pioneering sports and media event in world’s Olympic history. The final four selected from common people will participate in the Beijing Olympics Games to steer the Chinese boats at the Games. The selection become a highlight in the history of Olympic Games, approved by International Olympic Committee, FISA, the Chinese Olympic Committee, the Beijing Olympics Organizing Committee, SARFT and the State General Administration of Sports. It is listed as a key promotion project of the Olympic Games. IOC President Jacques Rogge pointed that the selection of Olympic coxswain serves as "China's great contribution to Olympic culture."
As Suzuki China’s advertising agency, East King Cultural helped Suzuki China become strategic partner of this program. Grand Vitara was selected for the vehicle to be used in the Olympic Coxswain National Selection. During 16 TV programs broadcasted by CCTV, image of Suzuki Grand Vitara was fully demonstrated. It is among earlier attempts to place auto products into TV programs in China. |
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Suzuki China’s Advertising in World Table Tennis Championships |
World Table Tennis Championships, sponsored by ITTF, is the most important table tennis event for over 80 years. The first World Table Tennis Championships was held in London in 1926, and from the year 2003 individual competition was held in year with odd numbers, team competition in year with even numbers. As national sports, table tennis matches draw much attention from the general public. East King Cultural seized the opportunity of Beijing Olympic Games to provide advertising agency services to Suzuki China. We put advertisement in 49th World Table Tennis Championships in Guangzhou, which greatly promotes Suzuki brand awareness and receives good publicity.
During the five-day broadcasts of World Table Tennis Championships on CCTV-5 gained high ratings for an average of 0.81%, with a market share of 6.62%, doubling the figure in 2007. The ratings ranked first among 49 national satellite TV channels. Driven by the live event broadcast, evening time ratings for 18:00-24:00 rose to 1.74%, 133% higher than normal, a ratings peak for Sports Channel.
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| Suzuki Press Release Collection |
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| Suzuki Motor Media Test Drive |
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| 2009 Suzuki China Business Discussion |
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| 2008 Beijing Auto Show |
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| 2008 Tokyo Auto Show |
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| 2008 Guangzhou Auto Show |
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| Grand Vitara Release & Test Drive in Changzhou |
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| Suzuki Electric Vehicles in Care & Rehabilitation Expo China 2007 |
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| Suzuki China Advertising during Olympic Games |
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| Ma Xiaoxu Endorsing Suzuki JIMNY |
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Bayi Suzuki Cycling Team & Bayi Suzuki Triathlon |
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| “Charming Suzuki Touring around China” Road Show |
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| Overall Planning for China Weather TV News Programs |
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| TV documentary Meteorology China |
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| Chat Room in Beijing Hosted by Shandong TV |
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| Video for Achievements of Intellectual Property Rights Protection, Ministry of Commerce |
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