Sports events have gone dark globally in the majority of 2020. Thanks to the roll-out of vaccines in many countries, they are coming back gradually. After Tokyo Olympics managed to complete all its events with great efforts, 2022 Olympic Winter Games in Beijing and Asian Games Hangzhou 2022 are on the horizon. While sports marketing is recovering, the pandemic has also changed consumers’ attitude towards sports. Against this backdrop, brands should refresh their sports marketing strategies according to the new reality.
The finalist ads including emotive short films that deliver brand purposes through sports spirit, as well as those who launched new products or news experience by applying sports scenes. Quite a few works showed devotion and sincerity. During the first round of review, judges watched numerous advertisements come from several sports marketing masters, ranging from food, beverage, apparel, personal care, automobile, smartphones, etc. Meanwhile, they also noticed the intense exposures from Internet brands such as PinDuoDuo, KE, Red, etc. during the Olympics. As all the brands spare no efforts, the award’s competition is fierce enough to draw everyone’s attention.
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