四年一次的世界杯不仅仅是各国足球水平的较量之战,更是体育运动品牌借势营销的绝佳时机。近期开幕的巴西世界杯牵动着全世界的目光,阿迪达斯、耐克等国外一线体育运动品牌抢冠名、推产品,风头出尽。而国内体育运动品牌却并未像往昔一般掷出大手笔,大多以回归理性的营销策略,借东风实施话题营销。 The quadrennial World Cup is not just a battle of the national football level, but also an excellent opportunity for the sports brand to take advantage of marketing. The recent opening of the World Cup in Brazil affect the eyes of the world, Adidas, Nike and other foreign sports brands to grab the title, push products. The domestic sports brand has not thrown generous as in the past, most of them return to the rational marketing strategy, the implementation of topic marketing by Dongfeng.