Nike Signed A Cooperation Agreement With International Olympic Committee

International Olympic Committee announced last week

The company signed the contract, which will become a supplier of International Olympic Committee uniforms and equipment in the next four years.

Although this cooperation is not enough for the Olympic sponsorship level, it seems a little lighter for both sides, but the industry thinks that there is a possibility of future cooperation between the two sides.

Since the introduction of the commercialized operation mechanism of the Losangeles Olympic Games in 1984, Olympic sponsors have gradually formed a systematic system, including the International Olympic Committee TOP (global partnership) plan, the Olympic Organizing Committee sponsors plan and the national (regional) Olympic sponsorship plan three levels. The latter two are divided into different sponsorship levels such as partners, sponsors and suppliers, while each level and level correspond to different rights and interests.

In an e-mail to Xinhua news agency, International Olympic Committee stressed that the cooperation agreement signed between Nike and International Olympic Committee is neither a category of TOP sponsors, nor a sponsor of the Olympic Organizing Committee and sponsors of the Olympic Committee of the national (regional) Olympic Committee. "The scope of Nike cooperation is limited to International Olympic Committee."

According to Nike, the cooperation with International Olympic Committee is in kind sponsorship without cash support.

According to the agreement, International Olympic Committee members and International Olympic Committee staff will wear uniforms provided by Nike at the International Olympic Committee plenary meeting and other important activities in the next four years, such as the 2014 Winter Olympics in Sochi, the Rio Summer Olympics in 2016 and the Summer Youth Olympic Games in Nanjing 2014.

Previously, International Olympic Committee uniforms and equipment suppliers were Japanese sports brand MIZUNO.

Their cooperation began in 1995.

Why did the more than 10 years' cooperation end abruptly?

Sawai Fumihiko, spokesman for MIZUNO headquarters in Japan, explained in a written interview with Xinhua news agency that MIZUNO did not renew the contract with International Olympic Committee, not because of the consideration of reducing expenditure, but rather "helplessness".

Because according to the International Olympic Committee regulation, MIZUNO can not give consideration to the International Olympic Committee uniform supplier and the sponsors of the Tokyo Olympic bid committee in 2020.

On balance, MIZUNO decided to give up its former identity and focus on support.

Olympic bid.

For the fact that MIZUNO is a uniform supplier of International Olympic Committee, little is known about the outside world.

Nevertheless, Sawai Fumihiko said that this cooperation experience has played a positive role in MIZUNO's brand building. He even used "irreplaceable" to illustrate its importance.

Nike may pave the way for sponsoring the Olympic Games.

Athens, Beijing, London three Olympic Games, the organizing committee sports equipment category official sponsor has been Adidas.

However, Adidas had made it clear earlier that it did not intend to continue to "sit on the table" in the Rio Olympics in 2016.

As a famous global sporting goods brand, Nike's previous marketing focus has always been stars and sports teams, rarely sponsoring major events.

Today, Nike's "hand in hand" International Olympic Committee can not help but arouse people's Association. Nike is willing to take over the sponsorship of the Olympic Games.

Nike stakeholders told Xinhua that the cooperation was International Olympic Committee's initiative to throw an olive branch to Nike, and Nike accepted it later.

As for whether the next step is the intention of becoming an Olympic sponsor, Nike has not responded positively.

However, Nike brand President Charlie Danson said after signing the contract with International Olympic Committee that "we are honored to start working with International Olympic Committee and hope that this cooperation will be a good start for long-term and successful cooperation."

An Olympic Games that does not want to be named

Experts said that from this point of view, Nike did not rule out becoming a sponsor of the Olympic Organizing Committee or even a global partner of International Olympic Committee.