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TCL appeared in the CCTV documentary and worked with FIBA to help the development of basketball in China

via:凤凰网     time:2022/8/6 8:00:58     readed:80

Recently, a documentary on the 90th anniversary of the International Basketball Federation FIBA (hereinafter referred to as "FIBA") was aired on CCTV. Through detailed historical video materials and interviews with people, this documentary fully presents the efforts and achievements made by FIBA in promoting basketball and inheriting sports spirit. Founded in 1932 in Geneva, Switzerland, FIBA is the supreme organization of international basketball and a world-renowned sports organization. In 2022, FIBA marks the milestone of its 90th anniversary.

As a global partner of FIBA, TCL participated in the filming and production of the documentary. Wei Xue, Vice president of TCL Technology Group and Executive director of TCL Public Welfare Foundation, narrated the story of TCL and FIBA transmitting the spirit of fighting sports through multiple strategic cooperation. At the same time, Wei Xue congratulated FIBA on its 90th anniversary and expressed the vision of continuing to work with FIBA during the 2023 Men's Basketball World Cup to contribute to the development of global basketball.

Technology brand and sports brand hand in hand, from the spirit of "dare to be extraordinary" resonance

As a global language, sport breaks down the barriers of culture, belief and language with transcendence and upward force, and brings people from all over the world together. Founded in 1932, FIBA is one of the most influential sports organizations in the world today, with more than 450 million fans worldwide and a high level of attention.

"Basketball is the number one sport in China, and it is also popular among young users in key overseas markets such as the United States, Australia, Brazil, France, the Philippines, Vietnam and other Asia-Pacific regions. TCL has been deeply involved in the field of basketball for many years, and hopes to pass on the spirit of upward struggle and unafraid of challenges represented by basketball to more young people who need encouragement. This is in line with the brand concept and enterprise spirit advocated by TCL. The long-term layout in the field of basketball has also brought more sports fans and event audiences together with TCL, which has gained great brand goodwill for TCL and made the brand more dynamic." "Wei Xue said.

In a deeper sense, TCL and FIBA are highly compatible in the pursuit of excellence and innovation, and share the belief of "dare to be extraordinary". In 2018, TCL officially became the global partner of the 2019 FIBA Basketball World Cup to jointly convey the spirit of basketball. After the successful hosting of the 2019 FIBA Basketball World Cup in China, TCL covered 190 countries and regions through 16 days, 32 national teams and 92 top-notch events, reaching 3 billion people worldwide, which greatly enhanced the global influence of TCL brand.

Subsequently, in 2020, TCL chose to renew its contract with FIBA to continue the top basketball IP strategy. In 2021, TCL and FIBA continued to explore new directions by cooperating on the women's public welfare project "Her World, Her Rules" (Her World, Her Rules). TCL even launched a brand campaign named "TCL for Her" to highlight the company's care for women and corporate responsibility.

"With the help of FIBA, TCL continues the development strategy of globalization and contributes to the promotion of globalization. In cooperation with FIBA, TCL realized the layout of basketball marketing strategy from spire to base on one hand; On the other hand, FIBA has more than 500 global events every year, which effectively facilitates TCL's global journey." "Wei Xue said. The year 2023 will be the year of Men's Basketball World Cup. Japan, the Philippines and Indonesia, which will co-host the tournament, are all strategic bases for TCL's product sales and brand. It is conceivable that TCL will continue to accelerate the pace of globalization and reach a wider range of people around the world with the continuous exposure of the top competitions.

He has been deeply involved in basketball for more than 10 years and has changed from a participant to a promoter, helping the development of globalization

Sports marketing has the characteristics of wide communication and strong pertinence. It has become an important weight for enterprises to establish positive brand image for global consumers, especially young consumers.

As early as 1994, TCL started the road of sports marketing, especially in the field of basketball for more than ten years, gradually from a participant to a promoter of China's basketball industry. In addition to being a global partner of FIBA, TCL also owns the rights and interests of basketball events such as the CBA league. Its basketball promotion map has realized the layout from the spire to the base, completing the "last meter" of basketball marketing.

By participating in a series of international basketball events, TCL has been deeply involved in basketball sports, which has gradually become a powerful tool for it to compete in the global brand. It has endowed it with differentiated brand genes, and let users deeply feel TCL's brand image of globalization, youth and human culture.

The development of global sports marketing is synchronized with the journey of globalization. As a pioneer in the internationalization of Chinese manufacturing enterprises, TCL has experienced more than 20 years of globalization journey, participated in and witnessed the process of Chinese enterprises expanding the global market, and completed the transition from "internationalization" to "globalization". At present, TCL has established a global industrial layout, including global production, global marketing, global research and development, global service, etc. TCL has set up several production bases and research and development institutions around the world, and sales offices in more than 80 countries and regions, business scope in more than 160 countries and regions, and the global cumulative service users exceed 960 million.

The deep connection between TCL and the basketball spirit has shaped the brand image of high spirited and positive energy. As a pioneer in basketball marketing, TCL also promotes Chinese basketball to the world and contributes to the development of sports in China.

In recent years, the new generation represented by "Generation Z" and "post-00s" is becoming the backbone of competitive sports in China. Goals for the development of Chinese basketball about TCL, Wei Xue said, "China's basketball can master and compete on the world stage, also have sprung up like yao Ming, wang zhizhi, yi jianlian has influence in the international basketball star, in the future, hope the Chinese basketball, pay more attention to teenagers the training and selection of reserve talented person, help China's basketball constantly emerging of new talents, To showcase Chinese basketball on the world stage."

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