Timing, values alignment keys to sports star collabs

The 2024 Paris Olympics were not only a stage for athletic triumphs, but also a golden opportunity for brands to connect with Chinese consumers. The victories of athletes like Zheng Qinwen, who won China’s first Olympic tennis singles, and Fan Zhendong, the table tennis gold medalist who recently became LVMH’s luxury luggage brand Rimowa’s brand ambassador, underscore the importance of strategic timing and selection in ambassador partnerships. For brands eyeing success in China, understanding when and how to engage with these newly minted stars is crucial. Why timing matters “Timing is everything when it comes to selecting brand ambassadors – but waiting until after a major sporting achievement might be too late,” says Scott Moore, sports services senior consultant at strategy consultancy Brand Finance. “Brands need to fully consider how best to leverage their sponsorship, which can include a mixture of different activities both before, during and post a major sporting event.” In China, the Olympics are more than just a sporting event; they are a source of national pride and cultural significance. Athletes who bring home gold medals are instantly elevated to the status of national heroes, gaining immense popularity and influence. For brands, this creates a unique window of opportunity to leverage the heightened visibility and emotional connection that these athletes have with the public. “Nike’s campaign with Zheng Qinwen and other athletes is a masterclass in pre-emptive branding,” Moore says. “By aligning its messaging with the athlete’s journey and gradually building momentum, Nike created a narrative that felt both organic and inspiring.” Moore says that brands can learn the importance of pre-event collaboration, focusing on storytelling that evolves with the athlete’s performance, adding that Zheng’s breakthrough 2023 season was a leading signal that China may have its next global tennis star. Ahead of Paris 2024, Brand Finance research found that Roland Garros, also known as The French Open, was perceived to have the strongest heritage and prestige of the major tennis events. As the designated venue for Paris 2024, it provided the perfect stage for both Zheng and Nike to make their mark, Moore adds. Fan Zhendong and Rimowa Fan Zhendong’s recent collaboration with Rimowa is a textbook example of well-timed brand ambassador selection. Following his victory in the men’s singles table tennis event on August 4 at the Paris Olympics, where he secured a gold medal and became only the third player to achieve the prestigious Super Grand Slam – joining legends Deng Yaping and Ma Long – Rimowa announced Fan as its new ambassador. The partnership showcases Rimowa’s Essential and Original Twist cabin cases, featuring red elements inspired by a table tennis paddle. By announcing Fan as its new ambassador immediately following his stellar performance in Paris, Rimowa effectively capitalized on the widespread buzz surrounding his victory. “A significant outcome of such deals is the image transfer effect,” says Simon Chadwick, a professor of sport and geopolitical economy at Skema Business School in Paris. “Brands want eyeballs, they want to be associated with success, they want to accentuate their personalities and, ultimately, they want to sell. Olympic success by an athlete helps to deliver all these things.” Fan’s disciplined image and international appeal make him a perfect fit for a luxury brand like Rimowa, which is seeking to expand its footprint in the Chinese market. By associating with a newly crowned Olympic champion, Rimowa has not only gained visibility but also reinforced its brand image in the eyes of Chinese consumers. Key to long-term success While the timing of ambassador selection is critical, ensuring that the athlete’s persona aligns with the brand’s values is equally important. Zheng, with her tenacity and global outlook, would be a natural fit for brands that emphasize empowerment, global reach, and innovation. Her appeal goes beyond just her athletic prowess; it’s her story of perseverance and breakthrough on the world stage that makes her an ideal ambassador for brands looking to connect with aspirational Chinese consumers. Chadwick says the best commercial deals are typically built on a convergence of values. “It’s like successful marriages – partners stay together when they share a common outlook and understand each other. It’s the same with athletes and brands,” he adds. “In China, brands must align with an athlete’s personal brand and values to achieve success in ambassadorial campaigns,” says Mark Thomas, managing director of S2M Consulting, a China-focused sports marketing company. He believes this alignment is crucial for ensuring authenticity, increasing cultural relevance, fostering long-term relationships, enhancing social impact, and connecting emotionally with consumers. “By choosing athletes whose values mirror their own, brands can develop more effective, impactful, and lasting marketing campaigns in the Chinese market,” Thomas adds. Building enduring relationships While the immediate post-Olympic period offers prime opportunities for brand-ambassador partnerships, brands should also consider the long-term potential of these relationships. Athletes like Zheng and Fan are likely to remain influential figures beyond their Olympic wins, especially if they continue to achieve success in their careers. Brands that establish a long-term partnership with these athletes can benefit from sustained visibility and consumer loyalty. Thomas underscores the importance of a long-term approach in the Chinese market. "Maintaining engagement and relevance in ambassadorial partnerships demands a strategic, long-term strategy that adapts alongside the athlete’s career and personal brand,” he says. “By prioritizing ongoing storytelling, innovation, and social responsibility, brands can ensure the partnership stays impactful and continues to resonate with the audience over time.” In the highly competitive Chinese market, the strategic selection and timing of brand ambassadors can make a significant difference to a brand’s level of success, or failure. The cases of Zheng and Fan illustrate the powerful impact of aligning with Olympic champions who resonate with national pride and embody the values that consumers admire. By moving quickly to secure partnerships during the post-Olympic period and ensuring a strong alignment between the brand and the athlete’s persona, brands can maximize value and create lasting connections with Chinese consumers.

Timing, values alignment keys to sports star collabs

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Published September 09, 2024

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Timing, values alignment keys to sports star collabs