In recent years, sports marketing has become an important means of brand promotion for many automakers. Characterized by extensive communication and strong pertinence, it can rapidly enhance brand penetration and influence. In early 2017, as a Chinese leading auto brand in global sports marketing, Chery sponsored South American giant football club-Club Deportivo Universidad Católica first. While supporting Chile’s sports cause, the move will further enhance Chery’s popularity and brand power abroad through intense brand exposure.
With a history of 80 years, Club Deportivo Universidad Católica has remained on top in Chilean Primera División. It won Chilean Primera División and Copa Chile in 2016, and is currently ranked first in Chilean Primera División. It owns 1.7 million loyal fans, accounting for 10 percent of Chile’s total population. In 2017, it will compete in Copa Libertadores (a top FIFA South American football event) against many top teams in South America, and will qualify for 2018 FIFA Club World Cup for a higher honor if it wins Copa Libertadores. Chery will conduct a series of marketing campaigns through in-field and off-field sponsorship, integrate the sportsmanship of the club with Chery’s vigorous brand image and strike a chord with all sports-loving consumers. In in-field sponsorship, Chery will expose its brand through player jerseys, ball kids’ wear, field advertisements, LED advertising displays, background walls of home VIP boxes, seats and special parking lots. In off-field sponsorship, Chery will integrate sports charm with brand experience by organizing player and fan test driving, competitions with other national teams and other events, to earn consumer trust and support.
Chery has established a mature marketing system in Latin America, with its young and high-end brand image gradually making its way into the hearts of local consumers. With the introduction of Tiggo 2, Tiggo 7 and other new-generation products of Chery to Chile in 2017, Chery will conduct more flexible and innovative marketing campaigns. With these campaigns, it is believed that Chery’s brand and product power will be effectively enhanced in Latin America and in the world.
