Tudou Harvests Sports Sponsorships Over 2010 FIFA World Cup

Leading brands in China actively invest in creative online video marketing, tapping into new avenue for sports marketing economy

Jun 09, 2010, 05:34 ET from Tudou.com

SHANGHAI, June 9 /PRNewswire-Asia/ -- With the opening the 19th 2010 FIFA World Cup South Africa on June 11 right around the corner, sports marketing economy is extending into the new arena of online video media competition in China. The leading Internet video website Tudou (http://www.tudou.com ), said that it has garnered leading advertisers' sponsorships and has made profits on the FIFA project -- based on finance alone. There are more than a handful of websites that are granted with FIFA World Cup video broadcasting rights online from CCTV under hefty licensing fees.

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Thus far Tudou has confirmed the World Cup related advertising placements from leading brands like Nike, Pepsi, Harbin Beer, Great Wall Motor (leading private auto manufacturer listed on the Hong Kong Stock Exchange), Wanglaoji (leading soft drink conglomerate based in Guangzhou), Suning (leading national home electronics retailer), Konka (leading consumer electronics manufacturer listed on China's Shenzhen Stock Exchange), among many others. Tudou is selling FIFA World Cup prime time ads on Tudou by the hour, and the targeted placement is 20% to 30% higher than regular rate card. There is a balanced mix between multi-national and domestic leading brands signing up for the Tudou FIFA marketing programs.

"Recall the last 2006 FIFA in Germany, Tudou was hardly reaching one year," Gary Wang, Founder and CEO of Tudou, commented. In 5 years we are now serving top notch brands and delivering the best of its breed video integrated marketing solutions during this pivotal sports event. I now look forward to what Tudou can achieve in the next 5 years."

Reported by local media, CCTV 2010 FIFA World Cup video licensing fee is said to be as high as RMB15 million (US$2.2 million) each during the one-month FIFA games. The broadcasts will include all games, opening and closing ceremonies, and productions from CCTV, all with a 90-minute delay window from TV. On television, CCTV will be the only network that carries FIFA World Cup contents.

Sail Ma, CR-Nielsen (Nielsen Online joint venture in China) Senior Vice President commented that in two years, total online advertising spent on the Internet video category in China has more than tripled. Video sites have become a mainstream brand building media vehicle online and the default video entertainment channel for the younger consumers. CR-Nielsen estimates more than 750 active advertisers invested in online video marketing during 2009, and expects the advertiser numbers and average campaign budget to continue strong growth in 2010 with the boosts from large scale events like FIFA World Cup in the summer and Guangzhou Asian Games toward year end.

Adding to the footage licensed from CCTV, Tudou is adding "made for Internet" original programming too. Han qiao-sheng, a long-time well known sports commentator who has built his presence on CCTV since 1984, is producing an exclusive talk show with Tudou during the games. Tudou's shooting crew has also set off for South Africa.

Tudou 2010 FIFA World Cup official site http://2010.tudou.com/wc/

About Tudou.com:

Tudou.com is the leading online video platform in China, where users can upload, view and share video clips. Tudou went live on April 15, 2005 and has grown into one of the world's largest content delivery networks hosting 35 million videos, including amateur video-blogging and user-generated videos, professional content such as movie clips, TV series and music videos from our content partners, as well as made-for-Internet original programming produced by Tudou. Tudou has established extensive business relationships with over 2500 well-known content providers, content agents, traditional and new media, as well as mobile operators in the Asian region. With the brand slogan "Today's TV Network, Tomorrow's Tudou," the company's vision is building a video destination where people can find what they want to see, share what they create, and connect with like-minded people. Tudou has never stopped working toward this vision since 2005.

SOURCE Tudou.com