世界杯中國(guó)存在感刷屏

Even without sending a team to Russia, China is everywhere at the FIFA World Cup as the masses back home fuel unprecedented media and sponsor activity from the world’s most populous nation.

盡管中國(guó)隊(duì)并未前往俄羅斯參賽，但中國(guó)的身影卻在世界杯的賽場(chǎng)上隨處可見(jiàn)，在這個(gè)全球人口最多的國(guó)家，國(guó)內(nèi)大眾的關(guān)注帶來(lái)了空前的媒體報(bào)道和贊助活動(dòng)。

From pitchside LED billboards to the teeming mixed zones and hospitality areas, China’s presence at the tournament is ubiquitous, on and off the field.

從場(chǎng)邊的LED廣告牌到人頭攢動(dòng)的混合采訪區(qū)和接待區(qū)，在本次大賽的賽場(chǎng)內(nèi)外，中國(guó)的存在感無(wú)處不在。

Chinese sponsors lead the tournament’s advertising standings, accounting for about $835 million of a $2.4 billion global splurge. That’s $400 million more than the next biggest spender, the United States, and easily exceeds that of host country Russia, according to market-research firm Zenith.

中國(guó)贊助商領(lǐng)跑了大賽的廣告贊助排名，在全球24億美元的贊助中，中國(guó)投入了8.35億美元。根據(jù)市場(chǎng)調(diào)查公司Zenith的數(shù)據(jù)，這個(gè)數(shù)額比大賽的第二大贊助商美國(guó)多出了4億，并且輕而易舉地超過(guò)了主辦國(guó)俄羅斯。

All this comes against a backdrop of a decline in interest from the Cup’s traditional Western backers as the aftershocks of FIFA’s corruption scandals continue to be felt financially.

這一切都源于國(guó)際足聯(lián)在財(cái)政方面持續(xù)性的貪腐丑聞，讓世界杯傳統(tǒng)西方贊助商對(duì)該賽事的興趣下降。

"The ambition of Chinese brands going global is growing rapidly, while vacancies on the World Cup’s expanded sponsorship structure has provided a shortcut to a top international marketing platform," said Jiang Lizhang, chairman of Chinese sports marketing firm Desports, FIFA’s exclusive sponsorship agency in Asia.

“中國(guó)品牌走向全球的雄心迅速壯大，而世界杯擴(kuò)大的贊助商結(jié)構(gòu)也產(chǎn)生了空缺，為通往這一頂級(jí)的國(guó)際營(yíng)銷(xiāo)平臺(tái)提供了捷徑，”國(guó)際足聯(lián)的亞洲區(qū)贊助商獨(dú)家銷(xiāo)售代理、中國(guó)體育營(yíng)銷(xiāo)公司雙刃劍體育總裁蔣立章表示。

Chinese companies, including FIFA partner Wanda Group and sponsor Hisense Electronics Co, have taken seven of the 17 FIFA sponsor slots, a far cry from four years ago when there was only one Chinese brand involved.

在國(guó)際足聯(lián)17家贊助商中，包括國(guó)際足聯(lián)合作伙伴萬(wàn)達(dá)集團(tuán)以及贊助商海信電器在內(nèi)的中國(guó)企業(yè)就占了7家。這與四年前的情況大不相同，當(dāng)時(shí)，世界杯只有一家中國(guó)贊助商。

FIFA is not surprised.

國(guó)際足聯(lián)對(duì)此并不感到驚訝。

"It’s something that was expected," said Franck Guignery, FIFA’s head of sales.

“這是可以預(yù)見(jiàn)的情況，”國(guó)際足聯(lián)銷(xiāo)售總監(jiān)弗蘭克·古尼爾表示。

"The Chinese government’s ambition to develop the game on a national basis is impressive and the growth plays a major part in FIFA’s vision to increase soccer participation to 60 percent of the global population by 2026.”

“中國(guó)政府在全國(guó)范圍內(nèi)發(fā)展足球運(yùn)動(dòng)的雄心令人印象深刻。國(guó)際足聯(lián)的目標(biāo)是，到2026年，要使世界上60%的人都參與到足球運(yùn)動(dòng)中，而中國(guó)的增長(zhǎng)將發(fā)揮重要作用。”

"The access offers companies that might not otherwise enter a global sponsorship deal the chance to do so. The value proposition is much stronger."

“成為世界杯贊助商為那些或許難以簽下全球贊助協(xié)議的企業(yè)提供了機(jī)會(huì)，價(jià)值定位也要高多了。”

Chinese media are also feasting at the FIFA table, with the World Cup’s total global audience forecast to hit 3.4 billion, according to research company GlobalWebIndex.

調(diào)研公司GlobalWebIndex的數(shù)據(jù)顯示，全球觀看世界杯的人數(shù)預(yù)計(jì)將達(dá)到34億，而中國(guó)媒體也參與到國(guó)際足聯(lián)的這場(chǎng)盛宴中。

China has sent over 300 journalists, 200 of those accredited by FIFA, to cover the event, making it the biggest media legion, barring broadcast crews, among all non-competing nations, according to a report on the Shanghai Observer website.

上觀新聞網(wǎng)的一篇報(bào)道指出，中國(guó)派出了超過(guò)300名記者(其中200名獲得了國(guó)際足聯(lián)授權(quán))來(lái)報(bào)道這場(chǎng)大賽。除了轉(zhuǎn)播人員之外，這是所有未參賽國(guó)中最大的媒體團(tuán)了。

According to China Central Television, the World Cup’s exclusive TV broadcaster in China, over 128 million viewers-almost 10 percent of the population-tuned in to watch the opening match on multiple channels.

世界杯中國(guó)區(qū)獨(dú)家轉(zhuǎn)播權(quán)所有者中央電視臺(tái)表示，觀眾超過(guò)1.28億—— 接近10%的中國(guó)人口 —— 在多個(gè)頻道收看世界杯開(kāi)幕戰(zhàn)。

"After all, only about 40,000 Chinese ticketholders could enjoy the games live in Russia. The interest in the tournament back home is staggering and this is only the beginning," said Hong Jianping, a sports communication researcher with Beijing Sport University.

“畢竟，只有大約4萬(wàn)名買(mǎi)到門(mén)票的中國(guó)球迷能在俄羅斯現(xiàn)場(chǎng)觀戰(zhàn)。國(guó)內(nèi)對(duì)于這一賽事有著巨大的興趣，而這一切只是個(gè)開(kāi)始，”北京體育大學(xué)體育新聞研究員洪建平表示。