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2010年1月18日,特步与英超伯明翰俱乐部宣布深入合作的新闻发布会在安徽合肥举行。这是2010“足球年”国内足球体育营销的第一声枪响,是中国运动品牌第一次直接与世界足球顶级联赛联姻。根据当日双方披露的合作协议,从2010-2011赛季起的五年内,特步将支付总额9000万港元的赞助费,以及提供净值约1000万港元的运动服装,其回报包括球衣印上“伯明翰-特步”联合标志,伯明翰城主场至少8块广告牌,以及推出双方联合品牌的系列服装等。特步,这个向来以差异化营销见长的品牌,再一次用其独到的眼光,开辟了又一个让自己保持领先的营销新天地。
January 18, 2010, special steps and Premier League Birmingham club announced in-depth cooperation press conference was held in Hefei, Anhui. This is the 2010 “Football Year ” the first shot of the domestic soccer sports marketing, is the first Chinese sports brand marriage directly with the world top football league. According to the cooperation agreement disclosed by both parties on the same day, Xtep will pay a total of 90 million Hong Kong dollars in sponsorship fees and a net worth of about HK $ 10 million in five years from the 2010-2011 season. The rewards include jerseys printed on Birmingham- Xtep "joint sign, Birmingham City at home at least 8 billboards, as well as the introduction of joint brand clothing series. Xtep, this brand has always been known for differentiated marketing, once again with its unique vision, opened up another one to keep their leading marketing new world.