Disputes Over Mixed Support Between Rivers And Lakes

Is it the marketization of sports or the marketization of sports authorities? This is what some people call "market strategy for the whole nation" under market development. "I will return to Beijing next year, this year in Guangzhou."

Previously,

The pformation of Ma Guo Li's personal position is also a reflection of the marketization process of China's sports resources.

Basketball, as one of the pioneers in the professionalism reform of the league, is now being criticized as a retrogression of the market.

In the waning of marketization and non marketization, basketball sponsorship resources have been gradually released.

These resources are managed and authorized by the China Basketball Association under the State Sports General Administration.

For this reason, some people say that the "national system" of sports is actually the "State Sports General Administration System" at the level of implementation, and the General Administration of physical education obtains operational resources by controlling sports resources.

At present, the biggest resource is selling sponsorship.

According to the development logic of the gold medal attention resources of "no unprofitable professional associations", this has gradually become a huge commercial resource treasure.

Is it the marketization of sports or the marketization of sports departments? This is what some people call "market strategy for the whole nation".

Basketball Association

December 10th, 2010~2011 season

"You can see how many small pieces in the match suit, each of which means sponsorship fee."

Wang Qi, vice president of China sports industry competition group, told the financial weekly magazine that this is a customary mode of corporate sponsorship teams.

For example, the Chinese table tennis team, "Changhong sponsored table tennis team's chest tag, a year is 50 million."

There are three such commercial signs on the front of the Chinese table tennis team.

For all sports centers under the General Administration of sports, gold is the most important resource to absorb funds. "The biggest resource is the national team. As long as there is a gold medal, it will be related to the degree of injection, and there will be a sponsorship resource that can be sold."

Wang Qi said.

Relatively unpopular projects, sponsored revenue is not too difficult.

For example, canoeing, "I think 10 million a year is not a problem."

Wang Qi said that Beijing Olympic Games aquatic sports center sponsor is Yanjing Beer (000729, stock bar), in which there is such a contract: if the gold medal, a gold medal award 1 million.

For the earlier basketball profession, the sponsorship resources can be blooming several times. Besides the national team, the Sponsorship Resources of the basketball association include sponsorship of the CBA League and personal sponsorship of the stars.

In April 5, 2004, Li Yuanwei, director of the basketball management center of the General Administration of sport, published the famous "Dongguan speech" and began to reform the structure of the league and the package of commercial development.

"Dark standard"?

Hou Lidong, director of the public relations department of PEAK sporting goods company, told the financial weekly magazine: "if the CBA League sponsorship expires, then the tender will be held, and PEAK will continue to participate."

Behind his remark was a sponsorship Miss 6 years ago.

2004 CBA league leader

"During the negotiations, we also made concessions, and proposed raising to 6 million yuan, but finally failed to reach agreement with the Basketball Association."

Xu Jingnan said.

The final result is that PEAK did not renew the contract. In Xu Jingnan's impression, the bidding for the CBA tournament is a "dark mark".

Since then, Anta has signed a long-term contract with the Chinese Basketball Association, which has lasted until now.

Li Yuanwei, a historical witness, did not give a definite opinion on whether the "dark mark" was in the end.

"There are so many basketball Sponsorship Resources in China, so we are all squeezed."

Hou Lidong said.

But this is not the case in the early days.

Unlike the attraction of gold resources brought about by Chinese strong sports in intercontinental competitions, the concern of sports resources management derived from government resources is not stable. This also causes instability of its sponsoring resources.

Li Yuanwei's reasons for these problems can be attributed to the unclear structure of the property rights of the league, the unclear status of the investment body, the lack of incentive mechanism for the market returns of the investors, the lack of a community of interests for all parties involved in the league, the lack of brand management and operation strategy in the league, the obsolescence of the business operation mode, the lack of specialized operation institutions and high-quality professionals, the difficulty of club profitability, and the lack of loyalty and continuous loss of sponsors.

An employee who worked in the Basketball Association recalled that the basketball tournament was almost annual investment, and then gradually became professionalized. Basketball investment gradually improved and became the core sponsorship resources.

In 2004 and 2005, some international brands launched the sponsorship Basketball League.

That is, in 2004, Anta started as the main sponsor of the CBA League, including the equipment sponsorship of 17 clubs, and the sponsorship of referees and costumes.

After the sponsorship market became more and more popular, all sports centers became a subordinate entity, which was responsible for market development and directly connected with sponsoring enterprises.

The "close relatives" of Basketball Association

In the Chinese Basketball Association's market development pattern, there are several companies around it: Switzerland surplus company, middle basket company and basg Bo company.

At present, the company that is fully responsible for market development is Ying Fang.

In May 2005, the Swiss side and the Chinese Basketball Association signed a cooperation plan to become a business promotion partner of the CBA League.

The pure marketing sports operation company is responsible for the development of the project, including the CBA League, WCBA (women's professional basketball tournament), and the promotion of the national team. "Surplus companies dominate the market development, and other companies may be doing some supplementary service business."

Wang Qi said.

Ying Fang, head of China sports department, is the head of CCTV sports department and the founder of CCTV-5.

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"The outside world thinks that the development of Chinese basketball market is" surplus China "in operation. In fact, the outside world may not be very clear.

Ma Guo Li revealed that the company was established in accordance with the equity 50:50, and the chairman of the company was made by the basket company.

China Basketball Association is a subordinate entity of the China Basketball Association. "Basketball Association has a stake in the basket, but not in basg", but these subordinate companies are more or less related to the corresponding sports centers.

Wang Qi said.

Since 2005, Ying Fang has been developing the Chinese basketball market and has not made any profit until last year, but this does not affect the annual income of the Chinese Basketball Association.

"The winning side signed a contract with the Basketball Association, for example, to pay the basketball association one hundred million a year, how to operate, regardless of the Basketball Association."

Ma Guoli said.

Ma state power revealed that the Swiss surplus headquarters entered China from the surplus side, and invested a total of 30 million US dollars, which was invested into China by the way of surplus internal loans. "Since last year, the revenue and expenditure were basically flat, and we expect to make profits this year."

For the CBA League, there is actually another TV relay right.

"Now, the Basketball Association pays the broadcast fee to CCTV, but not too much, because there is no competition."

Ma Guoli said.

In the sponsorship of basketball national team stars, "Yao Ming and Yi Jianlian have their own brokers in the United States, and they don't have much to do with us.

Our main business right now is the portrait right of the national team members.

Ma Guoli said.

With the emergence of the comprehensive commercial development of sports resources, the idea of commercial development in the Chinese sports community has begun to undergo a systematic change, and the idea of "packaging development" has begun to take shape.

The largest exposure rate of sponsorship

After the Asian Games just ended, Anta was called the sponsor with the highest exposure rate.

This involves the athlete's "dressing pattern".

The field of clothing sponsorship is mainly divided into the following categories: the first category is the award dress, the field clothing and the waiting clothes; the second is the competition suit and the training clothing; the third is the ceremonial costume.

The contract signed by Anta is in fact locked in the "three pack king" - "award winning equipment" and an official title "the Chinese Olympic Committee and the Chinese sports delegation".

This is the highest level of corporate sponsorship cooperation of the Chinese Olympic Committee. Its second and third levels are "sponsors of Chinese sports delegation" and "suppliers of Chinese sports delegation".

The Beijing Olympic Games can be used as a reflection of history.

The Chinese delegation's award dress is Adidas. The competition teams wear their own sponsorship costumes.

One of the most common scenes is that when Nike or Lining are in competition, they need to change Adidas clothes when they get to the sidelines or win medals. This is, of course, the most concentrated "exposure time" for Chinese delegations with frequent cards.

Anta's sponsorship of the Chinese Olympic Committee included the top sponsorship rights of the 11 Chinese sports teams, including the 2010 Winter Olympics, the 2010 Asian Games, and the London Olympics in 2012.

This is what many call a big gamble.

The shadow of history is not far away. Once a company named George Witt took a large amount of sponsorship, the enterprise was in a predicament, because such a top-level sponsorship interest is a huge number for a private enterprise.

Anta did not publish this figure.

But Wang Jun, deputy director of the State General Administration of sport and vice chairman of the Chinese Olympic Committee, said that this figure is three to four times the highest level of the single market development in history. According to the highest figure of the single market development, the figure should be hundreds of millions of yuan.

"It is the first time to apply this open, fair and pparent principle to invite tenders."

In contrast, "previous sponsorship basically knew who it was before."

Zhang Tao, vice president of Anta, said that this tender was not a simple "high price" principle, but a weight system. Sponsorship quotations and financial arrangements accounted for only 50% of the total weight. Besides, the product quality and service capability accounted for 15%, and the image of the corporate candidates accounted for 8%, and the contribution of marketing programs and enterprises to sports was 13% and 10% respectively.

When the bid was started in May 2008, the candidates gathered the sports brands of the main sports companies at home and abroad, and almost all enterprises concerned about sports were involved in it.

Different from the previous levels of sponsorship investment, this tender has adopted strict evaluation measures. The judges selected twenty-eight nine cadres from the administrative centers of the State Sports General Administration and the bureaus as qualified candidates for the judges, and then gathered to a closed place. 9 judges were randomly selected from the scene, and then closed scoring was not allowed. They were not allowed to go out, nor were they allowed to carry communications equipment.

However, many people say that Anta has won the bid because of good government relations.

Zhang Tao, who participated in the bidding process all the time, said, "will the government relationship be well done in two or three months? If the relationship between the government and the government is good enough, it will be a paradox if the money is not paid properly."

"Now, large-scale market sponsorship development is a legacy after Beijing Olympic Games.

After the Olympic Games, the Chinese Olympic Committee, and all sports centers, have learned a lot of market development experience with the International Olympic Organizing Committee, making the plate of the whole Chinese sports sponsorship.

Wang Qi said.