What is the current progress and mode of NFL promotion in China?

For the audience in China, perhaps the attraction of the game itself is still not as attractive as the star performances and advertisements in the midfield, and the NFL will only be remembered in China on the day of the Super Bowl.

In recent years, the NFL has made numerous efforts to pry open the China market, but these efforts have only produced a sharp growth in one day. I have to say that this may be the sorrow of the NFL and football.

What is the most important thing in NFL? Advertising! Advertising! Advertising!

According to statistics, the 5 1 Super Bowl staged in Houston attracted 1 billion American audiences (the total population of the United States exceeded 300 million). It is said that the Super Bowl is the Spring Festival Gala in the United States, but comparing the total population of the United States and China, you must admit that there are even more Super Bowl Spring Festival Galas than the Spring Festival Gala.

It is precisely because the Super Bowl has been sought after by nearly 1/3 American audiences that the advertising time on the Super Bowl has become a stage for the brand to truly tell stories to the people of the whole country.

As Trump's first large-scale sports event, after spending $5 million in registration fee (the average price of 30-second advertising time in Super Bowl is $5 million), all brands have tried their best.

NFL holds youth flag football match in China.

The one-minute advertisement of Budweiser tells the story of Anheuser-Busch, the co-founder of Anheuser-Busch Beer Company (the manufacturer of Budweiser beer), who came to the United States from Germany, overcame various pressures and finally established a beer kingdom.

The advertisement has been online on YouTube for less than 5 days, and the number of hits has exceeded 7 million. "You don't belong here, go back to your hometown." This advertisement is easily reminiscent of Trump's "new immigration policy".

"Maybe people can find * * * Ming, just because it is a story that can happen at any time beyond religion, country and nation." Marquez, vice president of Budweiser Beer, said.

Compared with Trump, former President George W. Bush, who kicked off the Super Bowl in a wheelchair, won applause from almost everyone.

Gao and Yao Ming were on the scene.

Is NFL ungrounded in China?

Of course, dazzling advertisements, wonderful halftime performances and games are all necessary actions of the Super Bowl. For China audiences, if they have to find something new, the appearance of Yao Ming and William Chan is obviously enough to attract attention.

William Chan appeared as the promotion ambassador of NFL in China, and Yao Ming just attended the retirement ceremony of his jersey in Houston, so he certainly won't miss the Super Bowl in his second hometown.

In the past, we all talked about how far the Super Bowl and NFL are from China. After all, the audience in China has not forgotten the suspicion of only watching advertisements. But now, not only China's cultural and sports stars have joined the Super Bowl, but NFL events may also cross Wan Li to China.

Mark Waller, executive vice president of NFL, said that it would be a good plan to hold official NFL games in China, Beijing or Shanghai in 20 18.

In recent years, the NFL has carried out various promotional activities for the China market, and even gave the broadcast rights of the Super Bowl to the China media for free, but it still has little effect.

On April 17, 2009, dallas cowboys's cheerleading girls appeared in Xiangyang Park.

As for the reasons for the slow development of China market, Global Times believes that NFL wants to gain a firm foothold in China market "slowly but firmly". Yan Qiang, a sports media person, believes that "the rules of the NFL are very complicated and few people know it, so it is difficult to implement."

However, some critics believe that factors such as cost, venue and physical condition have hindered the development of rugby and NFL in China.

The cost of football is too high, and it costs thousands to tens of thousands of yuan to buy helmets, gloves and other equipment. In addition, NFL is a rectangular lawn with a length of 360 feet and a width of 160 feet, which makes it very difficult to carry out this sport on a large scale in China.

Because rugby is a highly antagonistic sport, it requires players to have excellent physical fitness, and a team of 53 people also requires players to have teamwork spirit. In China, there are not many qualified people.

The "community culture" rooted in American bone marrow is another factor that makes it difficult to popularize NFL in China.

2065438+February 1 day, 2003, NFL China Media Day, members of the league will attend the press conference.

China, we can't miss it again.

Although people usually think that football only exists in the Super Bowl, a set of data held by the NFL makes them full of confidence in the future.

According to rough statistics, there are currently 654.38+08 million NFL fans in China, of which more than 4.7 million are accurate data obtained through the Internet and related games.

"The composition of these people (NFL fans) is very attractive. They are young and have spending power. Some of them have studied and worked in the United States, which makes us more enthusiastic about generate. " Waller said.

In fact, as early as 2007, the NFL had a plan to hold a game in China. At that time, the game between the New England Patriots and the Seattle Seahawks was even arranged in Beijing on August 9 of that year. However, because the team was worried about the distance and the audience in China were unfamiliar with the NFL, the game could not be held.

Now the NFL has played 14 regular season games in London, and there are also games in Mexico City. The success of these overseas events made the NFL decide to continue the unfinished work.

At the same time, the NFL, which suppressed the NBA in the United States, also saw hope from its competitors.