1Ali and other giants of marketing force Olympic sports IP battle imminentResearch papers Download News: Rio Olympic Games being held in full swing. And the audience loved the Olympic Games broadcast network, behind social networking and interactive video broadcast platform, and the other field athletics is quietly, which is the major Internet companies around the Olympic IP launched an unprecedented marketing battle. Ali Sports August 2 news release, Ali obtained Rio Olympic sports network broadcasting rights, Youku will jointly build the Olympic Channel. At this time, only four days away from the opening of the Olympic Games. July 29, officially announced that Tencent, has received the 2016 Rio Olympic events broadcast in the interests of regional networks in mainland China, then, Tencent will broadcast the entire 17 days of the Olympic Games this exciting event in its platform. And as early as July 20, CCTV suddenly break outside CNTV (China Network Television) monopolize new media rights, the expected decision of the Rio Olympic 2Rights New Media Rights-out distribution. Associate Professor, School of Economics and Management, Shanghai Institute of Physical Education Jia Shen said that from the broadcast level, the Olympics is the battle for the top resources, we are chasing the most influential IP. Olympic derived huge space of IP Compared to the previous Olympic Games, the major Internet companies enthusiasm for the network broadcasting rights does not seem previous high. It is reported that several major portals such as Sina, Netease, Sohu no later races Rights from CCTV. But in addition to the Olympic tournament IP Rights also included interviews with sports stars, right, right of publicity portrait, program recording rights. Various Internet companies are no longer only concerned with expensive network broadcasting rights, in favor of another way to force elsewhere. The Rio Olympic Games, Tencent main social + technology brand, with its own advantages as Chinas largest social platform, surrounded by sports stars to launch a series of interactive programs. 3The author notes that Tencent Olympic IP development from the line extended to the line, so that the two positive interaction. For example, ran the Rio campaign, will be combined with micro-channel motion road race events organized under the line in the country. Half a months time, the line number of participants has exceeded a million, held in Beijing next August 6 opening ceremony of the activities of thousands of people line the scene to participate. Ali Sport is backed by its powerful business platform to the Olympic Games derivatives stimulus to deep Olympic IP. While gathered during the Olympic Games with the appropriate platform for electronic business people and linking the Olympic Games will be further realized IP. Music as popular sports were given a gold medal Olympic team interviewed right, right of publicity portrait, program recording and other equity badminton, athletics, fencing, cycling and so on. Industry observers that move into the era of personalized reading information, user information for content and reading experience growing demand for diversification, IP and pan operations is the interactive 4entertainment to the Olympics as an opportunity to try a brand rejuvenation . Jia Shen believes that a problem derived from the Olympics IP space, the derivative product development cycle is too long is its existence. After the Olympics of sustainable development capacity of these derivatives industry chain is worrying. Physical IP force multiple bottlenecks to be overcome In fact, in the Rio Olympics window, we can get a glimpse of IP traffic across the sports industry realized booming trend. Previously, held a moment 2016 Baidu Baidu tender gold resources, in Baidu, the media has reported that, in this tender, the Olympic Baidu traffic flow and variety show out to tender. Several sports stars keywords eye-catching, Ning Zetao 790,000 yuan / day, Sun Yang 520,000 yuan / day. Attract potential power sports industry is evident. The end of 2015, the State Council on Accelerating the development of sports industry to promote sports consumption (hereinafter referred to as Opinion) 5document published. Opinions pointed out the need to relax the tournament broadcast rights restrictions, other various domestic and international sports events in addition to the Olympic Games, Asian Games, World Cup outside, the television can be purchased or transferred directly. Soon, ho throw 500 million yuan Tencent become the NBA over the next five years Chinas digital media market exclusive partner. According to iResearch released Chinese sports Internet user research analysis report in 2016 noted that, in 2015, the sports industry as a whole is eligible to vote in the amount of 6.55 billion yuan, 2.7 times in 2014, more than 2013 turned 164 times. The report notes that sports is still the largest