A handful of global brands are represented, including McDonald's, Visa, Coca-Cola etc. But there are also new, less familiar logos from Chinese companies: The property group Wanda, electronics maker Hisense, electric oven manufacturer Vattu and Mengniu Dairy.
According to media planning firm Zenith, Chinese brands will account for more than a third of the estimated $2.4 billion in additional global annual ad spend generated by the World Cup.
That will mean plenty of ads from the new sponsors.
Before the finals, Vatti, that little oven maker raised eyebrows by promising product refunds if the French team won the tournament. Well the French did that in the final. Vatti announced that customers who purchased a set of “champion products” in June and early July could get a full refund in the following days. The product set, which included a gas stove and ventilator, cost about 5,000 yuan ($747).
The refund promise has garnered some 90,000 discussions just on Weibo, a popular social media platform of China. Vatti was absolutely the biggest winner of the World Cup.
The company might need to pay up to $11.8 million in refunds. By contrast, Mengniu, the dairy product company, said it planned to spend about $300 million on World Cup marketing after it became a sponsor of the tournament last December. Vatti, with its low-budget stunt, achieved a marketing payoff nearly equal to what bigger firms like Mengniu did by paying much more.
#5
ref:
https://www.policyforum.net/can-chinas-companies-world-cup-winners/
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