2006德国世界杯点燃的不仅是球迷们心中的热火,更引爆了国内品牌体育营销的新一轮鏖战。与国外的跨国品牌相比,虽然在德国世界杯的赞助商名单里看不到中国企业的名字,但是包括联想、奥克斯、TCL等在内的中国品牌也纷纷采取与世界足球巨星签约代言的策略与国际品牌们同台共舞。这些事实与其说反映出国内品牌对“世界杯营销”的 2006 Germany World Cup ignited not only the hearts of fans in the heat, but also detonated the domestic brand sports marketing a new round of fierce battle. Compared with foreign multinational brands, although the names of Chinese companies can not be seen in the list of sponsors of the World Cup in Germany, Chinese brands including Lenovo, Oaks and TCL have also taken the strategy of signing endorsements with the world’s soccer superstar International brands dance with the stage. These facts not so much reflect the domestic brands on the “World Cup marketing.”