Advertisers defeat the World Cup Hong Ke Erke was knocked out of North Korea

Wu Rongzhao, the vice president of China Fujian Hongxing Erke Group, has been closely involved with the North Korean football team since 2006. The sponsorship was a strategic move aimed at boosting brand visibility, especially in preparation for the 2008 Beijing Olympics. At the time, Hongxing Erke saw an opportunity in supporting a less mainstream national team, which allowed them to avoid high costs while still gaining exposure. Had things gone differently, the name on the North Korean jersey might have been "Hungryker" instead of "Legea" from Italy. However, the sudden success of the North Korean team during the World Cup qualifiers disrupted their carefully planned strategy. The team's unexpected rise brought both opportunities and challenges, as the brand found itself caught between its ambitions and the unpredictable nature of international sports. The relationship between Hongxing Erke and North Korea was not without its difficulties. Communication was often slow, and the North Korean team became more demanding over time. Wu Rongzhao recalls that after qualifying for the World Cup, negotiations became increasingly difficult. Designing jerseys, for example, was no longer a collaborative effort—North Korea seemed less willing to engage in discussions. This growing tension eventually led Hongxing Erke to step back from the sponsorship. Despite this setback, the brand had already made significant moves in the global sports market. In addition to sponsoring the North Korean team, Hongxing Erke also backed several Spanish La Liga clubs and the NBA in 2007. These partnerships were part of a broader strategy to expand their presence internationally. While the North Korea deal didn’t reach its full potential, the brand continued to explore other avenues for growth. The competition for World Cup sponsorships is fierce, with giants like Adidas and Nike dominating the scene. These companies invest heavily in long-term strategies, ensuring their brands are front and center during the biggest sporting event in the world. For smaller brands, the challenge is even greater. Although Hongxing Erke missed out on the World Cup spotlight, the experience taught them valuable lessons about the complexities of international sports marketing. In the end, Wu Rongzhao admits that the North Korea deal was a gamble—one that didn’t pay off as expected. Yet, he remains confident in the brand’s ability to adapt and grow. The journey may have ended, but the lessons learned will continue to shape Hongxing Erke’s future endeavors.

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