Summary of Key Points
During the World Cup, Messi and Ronaldo became the "top traffic magnets" sought after by global brands. Brands associated themselves with these athletes through personal endorsements and national team sponsorships. However, there's a paradox: the high level of attention drawn by the stars often overshadowes the brands themselves, resulting in consumers remembering the players but not the advertisers. To make marketing effective, brands need to go beyond mere contracts and use creativity and content strategy to truly "activate" the star IPs; otherwise, it's just like spending money to get a brief appearance.
Why Are Messi and Ronaldo Such Highly Desirable Targets for Brands?
They are not ordinary players; they represent "global emotional assets":
- Stable Traffic: Ronaldo has 660 million followers on Instagram, and Messi has 510 million, which is equivalent to half of China's population. By sponsoring them, brands can reach a global audience directly.
- Emotional Appeal: This is their last World Cup, and the themes of "the twilight of the gods" and "the farewell of two legends" evoke emotional resonance. Brands can leverage this to build a connection with consumers (for example, Yili's "Can't Say Goodbye" ad).
- Strong Commercial Value: Forbes has identified them as the first players in this World Cup to earn millions; Ronaldo earned $300 million, and Messi earned $140 million, with much of their income coming from off-the-field deals, indicating market recognition of their ability to drive sales.
Two Ways Brands Can Associate Themselves with Messi and Ronaldo: Personal Endorsements vs. National Team Sponsorships
There are two main approaches:
- Personal Endorsements: Brands collaborate directly with the players for more exclusive rights. For example, Messi endorses Mengniu and Chishuihe liquor, while Ronaldo endorses brands like Zhuimi Technology and Qingyang. Nike even signed a $1 billion long-term contract with Ronaldo to promote its "Assassin Shoes" series.
- National Team Sponsorships: Brands that fail to secure personal endorsements turn to sponsoring national teams. For instance, Argentine and Portuguese teams are sponsored by companies like Kudi and Luckin Coffee, respectively, while Yili sponsors five national teams, thus gaining access to the massive fan base of Messi and Ronaldo.
These methods are more flexible than FIFA's official sponsorships, which cost millions (for example, Lenovo paid $150 million).
The Paradox of Star Marketing: Too Much Attention Leads to Brand Overlook
Too many brands competing for the attention of Messi and Ronaldo results in consumers remembering the players but not the advertisers:
- For example, the red and blue ads at Beijing Shuangjing Subway Station made people remember Messi's number 10 and Ronaldo's number 7, as well as the "Can't Say Goodbye" slogan, but they may not recall that Yili was behind it.
- Guojiao 1573 released a commemorative wine, and consumers might only remember the "Messi and Ronaldo collaboration" without recognizing the liquor brand itself.
The Key to Effective Star Marketing: Creativity and Content
Signing with stars is just the beginning; what really matters is how well the brand can be remembered by consumers:
- Positive Examples: Nike's "Let the Script Fail" ad featured Ronaldo, Mbappé, and other stars, telling a story about breaking conventions. It received 78 million views on YouTube and encouraged user-generated content.
- Negative Examples: Some brands only used Ronaldo's image on their products without any accompanying story or interaction, resulting in low visibility.
- Industry experts say that it's no longer enough to just sign with stars; the content must be engaging enough to encourage sharing.
Why Don't Brands Choose FIFA Official Sponsorships?
The barriers are too high:
FIFA's sponsorship program is like a "VIP lounge" that only a few can afford:
- There are only 8 spots for the top-level "FIFA Partners" (such as Adidas and Coca-Cola), which are not only limited but also extremely expensive (Lenovo paid $150 million).
- In contrast, sponsoring stars or national teams is more accessible, cost-effective, and allows brands to leverage the World Cup's momentum.
In Conclusion
Messi and Ronaldo are a gold mine of traffic for brands, but they shouldn't just act as "transporters"; they need to be "alchemists" that transform this traffic into brand recognition. Creativity and quality content are crucial in making a lasting impact on consumers.
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(The entire text is explained in plain language, without using technical jargon, making it easy for non-financial professionals to understand.)