In February 2018, Chery forged a strategic partnership with Copa Argentina once again. This was another important move of Chery to deepen its sports marketing inSouth America after joining hands with the event in June 2017. As one of the most important sports events in Argentina, Copa Argentina will comprehensively enhance Chery’s brand image in Central and South America by its huge fan base and ultra strong media exposure.
In recent years, Chery has made great efforts on sports marketing and sought sports events tallying with its spirit. Players’ ingenious pass and run, fight and sense of collective honor coincide with Chery’s H.D.S concept, perseverance in independent brand operations and devotion. With many participating teams, long duration, huge fan base and tens of millions of TV viewers, Copa Argentina is one of the most participated and popular sports events in Argentina. By sponsoring the event, Chery has not only integrated itself with Argentinean sports events, but also conveyed the core brand concept of “Fun to Drive” to more consumers.
Before going deep into every market, Chery will conduct a series of characteristic sports marketing campaigns according to local market conditions and consumer attributes, to integrate its brand connotation with sportsmanship. After years of practice, Chery has become a pioneer in overseas sports marketing. Early in 2010, Chery started its sports marketing in Central and South America by sponsoring the 32nd Dakar Rally inChile. In 2013, Chery sponsored the Chilean National Team and Brazil’s Santos Club; in 2016, Chery sponsored the Argentinean national derby between Boca Juniors and River Plate, and advertised Tiggo 5 on FOX Sports, an influential TV channel in Argentina…these sports marketing campaigns have earned Chery favor and recognition from global consumers, as well as a good reputation and wide praise in the international market.
Argentinais an essential part of Chery’s business layout inSouth America. Driven by the “Belt and Road” initiative and “Copa Argentina”, Chery’s influence in Central and South America will be boosted. In the future, Chery will continue to explore the integration of sports culture with corporate culture and renovate marketing modes, in an effort to build new normal for overseas sports marketing.
