On Lining'S 2 Billion Yuan Buyout Of CBA Equipment Sponsorship Rights

A few days ago, the Chinese Basketball Association criticized the Wang Zhizhi for dressing "damaging the rights and interests of CBA League equipment sponsors". Marbury 12 players from 8 clubs, including Ceng Wending, have been criticized for their names, and clubs have also been fined 20 thousand yuan for their league matches. This makes the rationality of the rule itself challenged.

This season, the Chinese Basketball Association has launched a new "strong rule": players must wear their designated sneakers, which once enjoyed "privileges". Hong Kong, Macao and Taiwan The players are no exception, including the wearing of other brand shoes and the use of tape to block the signs of shoes. The background behind this is that Li Ning Co wants to get rid of the low level of Li Ning Co's 2 billion big gamble CBA gambling League, after fierce competition with Anta, Nike (NIKE) and other companies, with a high price of 400 million yuan per season, finally won the rights and interests of equipment sponsors in the next 5 seasons, and bought out the equipment sponsorship rights.

This is an exclusionary clause. It is said that before the start of the league, the Chinese Basketball Association, sponsors and market development partners of the league have negotiated and made clear policies. Only the voice and interests of players in the policy making process are completely ignored and there is no right to speak. But the problem is that many players have signed lifelong contracts with their sponsors.

The competition for shoes is inevitable. Players can only boycott the "new rules" in a variety of ways, defend their interests, and refuse to wear Lining on the grounds of "poor quality". Basketball shoes Some of them even posted serious distortion photos of their shoes after the game, and some players claimed that they had been injured. Even some players prefer to pay up to 500 thousand yuan to the League Managers for their "brand use fees" to replace them.

Behind this is actually expecting public opinion to force Lining to give in. And Lining's single season of 400 million yuan is more than the net profit of 386 million yuan in 2011, and it is also reasonable to worry about being robbed by the competition.

　 The allocation mechanism of players' interests can not be respected

Where is the problem? It may come from CBA operation mode and profit distribution mechanism.

Unlike NBA, where television is the main source of revenue, CBA's revenue comes from sponsors. The sponsorship of the Basketball Association and the club is guaranteed by the huge investment from the sponsors. At the same time, because the brand effect is not ideal, CBA has little expectation for the two major items of spot ticket and home business income and media copyright income. That is to say, CBA is only the 1.5 professional operation mechanism. As managers of the league, they can only comply with the requirements of sponsors to protect their rights and interests.

But it is worth noting that in this interest distribution mechanism, the players' interests have not been fully respected, and they have become passive semi professional "private property" of the Chinese Basketball Association. The CBA League is a wage structure for the players. Every player is the "office worker" in the field, and the vulnerable group in the interest chain can not maximize his personal interests. Because wages are not high, sponsorship fees are very important for players to earn income. According to the current market price, the sponsorship fee is 30 to 500 thousand yuan per year.

But according to the latest regulations, as high as 500 thousand "ransom fee", the players' dream of earning income has vanished into thin air, and also broke through the bottom line of sponsors, and finally, the relationship of interest community is on the verge of collapse.

The NBA experience is worth learning. It has come from a nearly forgotten League in North America to become the world's most crazy sports event today. The most fundamental point is that it not only complied with the commercial law, but also observed the basic value of "people-oriented". This is a virtuous circle of business rules, but the Chinese Basketball Association has turned CBA into a "two person round" of League Managers and sponsors. The public relations crisis also exposed the manager's low energy, simple and rough management mode, which was much more damaging to the sponsors. Lining was questioned by the players, the media and the public.