"CCTV5-36 1 Entertainment Basketball National Tournament" is sponsored by CCTV5. The main selection targets of this competition are street basketball and its affiliated hip-hop, graffiti, rap music, basketball baby and so on. It aims to advocate a creative, individual, brave, positive and fashionable lifestyle, which is very consistent with the core concept of 36 1 brand "Be brave". The competition is called the biggest industrial innovation since Jiang Heping, director of CCTV Sports Center, took office.

Jinjiang, known as the shoe capital of China, had previously formed the "Jinjiang Model" of brand communication. With international brands entering the domestic market, this model is facing unprecedented challenges. At the same time, the homogenization of the industry is becoming more and more serious, and the industry also calls for the innovation of marketing model. CCTV 5-36 1 entertainment basketball is a bold attempt of 36 1 innovative marketing.

366 1 Degree (China) Co., Ltd., which is prepared for a rainy day, took the lead in strongly intervening in sports marketing. Xia Youqun, its marketing director, said that 36 1 will make sports sponsorship active, entertaining and multi-event, enrich and improve sports marketing mode with event marketing and entertainment marketing, and practice new sports marketing. "We have noticed that 36 1 has successively become the chief sponsor of China Xiamen International Marathon and A 1 Racing, especially the' CCTV 5-361Entertainment Basketball National Competition'." Dr Fiona Fang from China Communication University commented: "The participation of CCTV and more than a dozen provincial TV stations has created an insurmountable threshold for the latecomers. Judging from its sponsorship and sustainability, it shows its innovative strength and confidence. In-depth cooperation with high-quality events and strong media is more positive than the low-level marketing model characterized by celebrity endorsements. "