PEST Factor: Sociocultural
According to the article, there is a large interest in the Chinese soccer league, leading to appeal in sponsoring these leagues. China's top soccer league is searching for U.S. corporate sponsors and this would be a great opportunity for Adidas to promote their soccer products (soccer balls, boots, socks etc.) to the customers.
The Chinese soccer league is raising its profile with foreign sponsors through IMG Corporation (world famous sports agency). Also, the league is cleaning up corruption from the past, "jail[ing] former players and referees for taking bribes." Finally, the Chinese soccer league is attracting famous players and coaches from all over the world, including Didier Drogba and Nicolas Anelka.
By increasing the fan-base of the China soccer league, and given that it is a very large soccer league, this will open up an opportunity for global brands such as Adidas to increase their promotion of their soccer products in this highly promising market. This means that the Adidas's marketing team have to be able to carefully construct their advertisements etc. in order to attract customers (especially away from their competitors).
However, there is a risk of the soccer league to fall back due to lack of long-term planning. This might be a time consuming process to improve the league, therefore the amount of promotion and investment that Adidas needs to make could take some time before they can gain the benefits.
Source: http://www.bloomberg.com/news/2012-10-30/img-sees-tremendous-sponsor-interest-in-chinese-soccer.html
According to the article, there is a large interest in the Chinese soccer league, leading to appeal in sponsoring these leagues. China's top soccer league is searching for U.S. corporate sponsors and this would be a great opportunity for Adidas to promote their soccer products (soccer balls, boots, socks etc.) to the customers.
The Chinese soccer league is raising its profile with foreign sponsors through IMG Corporation (world famous sports agency). Also, the league is cleaning up corruption from the past, "jail[ing] former players and referees for taking bribes." Finally, the Chinese soccer league is attracting famous players and coaches from all over the world, including Didier Drogba and Nicolas Anelka.
By increasing the fan-base of the China soccer league, and given that it is a very large soccer league, this will open up an opportunity for global brands such as Adidas to increase their promotion of their soccer products in this highly promising market. This means that the Adidas's marketing team have to be able to carefully construct their advertisements etc. in order to attract customers (especially away from their competitors).
However, there is a risk of the soccer league to fall back due to lack of long-term planning. This might be a time consuming process to improve the league, therefore the amount of promotion and investment that Adidas needs to make could take some time before they can gain the benefits.
Source: http://www.bloomberg.com/news/2012-10-30/img-sees-tremendous-sponsor-interest-in-chinese-soccer.html