There is not that the men of Didier Deschamps, who feed bigger ambitions for the football World cup, which opens June 14. Tv manufacturers are also in the starting blocks, starting with the chinese Hisense, which is a partner of the competition. This is a considerable financial commitment – but the group refuses to disclose – to a mark in search of notoriety.
Thanks to this partnership, Hisense will display its colours seven minutes per game on the panels bordering the lawns, as well as in the inserts displayed on the screen to indicate the score, and behind the players in the interview zone. Great exposure given the audience of the competition : the last world Cup, in Brazil, had been followed by over 3 billion viewers. The investment should also facilitate the presence of its products in stores : they are indeed particularly likely to welcome marks that display the logo of the world Cup – a privilege of the sponsors of the competition.
Number of arguments to strengthen the sales of the brand in a market in slight decline : 215 million tvs were shipped worldwide in 2017, down 3 % compared to 2016. All representing a turnover of 82.5 billion dollars (70 billion euros), according to the firm IHS Markit. In 2016, Hisense had already been a partner of the Euro football in France, with results that convinced him to continue his collaboration with the international Federation of football. “In France, we had spent 1 % of brand awareness, before the competition, at nearly 10 %. Since then, it dropped to 7-8 %. With the World we hope to climb to around 15 %, ” explains Damien Neymarc, marketing director of Hisense in France.
Willingness of the brand to be known abroad
This marketing strategy is fully in line with the will of the brand to be known…