There Is A Precedent For The Operation Of Sports Brand Sponsors.

In the just concluded Asian Games 200 meter freestyle final, sun Yang Houcheng worked hard to win the first gold medal of the Asian Games. During the ceremony, Sun Yang faced the scene of the broken flag pole and the national flag falling. He was calm, calm and calm in communicating with the organizers, and the national flag was raised again.

Its mature and mature handling and patriotic feelings are touching, and the people of the motherland also praise this point.

But Sun Yang, who holds the national flag on the screen, is the main sponsor of the national team.

I am afraid I may not be pleased.

There was no reason why - Sun Yang did not wear Anta sportswear according to the sponsorship rules while he was wearing the "friend business".

The robe.

In such a high light moment, glory is to be separated from most of the "friends". No matter whether it is intentional or unintentional, can Anta have no complaint in mind?

There is nothing new in the sun, and the secret war between the sponsors is fierce. But today, it is hard to raise too much trouble.

After all, there are too many similar cases in China and abroad since ancient times.

Outside sports venues, sponsors repeatedly staged "palace plan".

Speaking of the struggle between sponsors, we have to mention the most famous event of Jordan in the history of sports.

In the 1992 Barcelona Olympic Games, International Olympic Committee fully compromised with the business, allowing the major sports business alliances to send professional athletes to the Olympic Games.

Taking this opportunity, the US team formed the first dream team in basketball history by the then NBA star players.

In the end, the dream team won the gold medal with overwhelming superiority.

However, at the awarding ceremony, many of the stars in the US team appeared very strange. They turned the collar open and turned it inside out and put it on themselves. The reason was not because of patriotism, but because of all the big stars from NBA.

A valuable endorsement contract was signed, and the collar and the national flag were folded to cover up the sponsors of the US team on the clothes.

A trademark.

The reason why Jordan was late for the award was because the Nike led by the United States threatened the US basketball association. If he did not try to block the Reebok logo, he would refuse to attend the award ceremony.

Joe helped his life and had a sense of affection for Nike, and the classic lens with the national flag award became a classic textbook for the younger generation to avoid commercial conflicts.

But rivers and lakes are dangerous, and not all times can be loyal and full.

There are always some unpleasant things happening at this time.

In the 2016-17 season, in the National Men's basketball training competition, the main sponsor Nike wrote a document, requiring all the national players to not be allowed to wear the training equipment of the personal sponsorship brand in the national team.

And as a sponsor of the CBA League.

Then they put pressure on the basketball association to put pressure on the Basketball Association. All players in the CBA League must be dressed in Lining brand training clothes when they compete, thus attracting a strong rebound from Nike's generals Zhou Qi and Yi Jianlian, while Yi Jianlian is playing the "shoe stripping door" at the CBA competition, pointing directly to Lining.

In the national name swimming team, the commercial game between star players and coaches and management teams has been existed since ancient times. From early Tian Liang to today's Sun Yang, Fu Yuanhui and ye Shiwen, there are more or less disagreements with the management group, and once the little fresh meat Ning Ze Tao, it is because the confrontation is too intense, and it has been kicked out of the national team directly, and has been wasting away since then.

Just last year, Ding Junhui and Lin Dan also affected their respective competitions due to the clash between individual sponsors and game sponsors: Xiaoding was directly sentenced to a game in the snooker China open, while Lin Dan was able to play in the badminton super league after being negotiated, but was banned from televised on the spot.

Not only is China, but the Italy volleyball team's star in the game, because of insisting on using the personal signing brand in the training and competition, was directly dismissed by the Italy national team.

And C soccer, a familiar world-class soccer star, was in 2016.

The sponsorship of the Madrid Madrid contract was only due to the ruthless punishment imposed on the team just because they wore Nike glasses at the renewal ceremony.

Why do sponsors fight?

From the above cases, it is not difficult to see that most of the objects in the swirls of conflict are the business elite of their respective fields - the core essence of the conflict and struggle among the sponsors is natural: one word, and the money.

It is the fierce competition of the international sports brand market that all the struggles and behind the back are reflected in the international sports brand market.

In April, Wedbush, a US brokerage firm, released a research report. In 2017, Nike and Adidas sold 34 billion 400 million and 26 billion 300 million dollars in the global market respectively, ranking the top two of all sports brands, and the two have already accounted for 56% of the world's market share.

After that, the third PUMA and the fourth andmar were only "5%" in the sales volume of about 5 billion dollars.

According to the assessment of relevant data organizations, the scale of China's sporting goods market is expected to surge from 200 billion yuan in 2017 to 250 billion yuan in 2020.

There is no doubt that with the rise of sports in recent years, the market prospect of clothing brand is wide.

Competition is also fierce.

Lining, the forerunner, has been stuck in the mud for many years. Anta has risen steadily and PEAK and 361 degrees have risen.

and

Foreign brands are also strong.

But only a few years ago, those sports brands that had occupied the gold advertising time in CCTV5: del Hui, noble bird and Xi De long disappeared in the quiet interest free.

How can the world market be exceptional?

For sports brands, the quality and pricing of goods are important, but sometimes they find a good commercial spokesperson. Maybe it's the opportunity to take advantage of the wind.

The importance of Jordan's commercial empire to Nike is no longer unnecessary. After all, it is a historical story of the ancient times. However, the case of Andrea's dependence on the rise of kunii and the frenzy of Juventus clothing sales that led to the pfer of C Lo this year are clearly visible. Who can turn a blind eye to it?

The upsurge of countercurrent has not done without the contribution of Battier, a rocket general, who is the hot spot of chairman Yao. How much powder did Clay Thompson bring to Anta and how many goods he brought with him?

Under such circumstances, the more high-quality sports idols will become the typhoon eye in the sponsorship struggle.

Especially in today's media Carnival era, the fans of sports idols can not be inferior to any fans who have small quantities of fresh meat. Malone, Zhang Jike, Sun Yang and Ning Zetao are full of masculine fans. The huge fans group behind them is enough to make people stare and tongue. Personal micro-blog fans are millions, tens of millions, and the business value is even more incalculable.

Therefore, looking back at the CBA shoe game event in the past is not just a competition between sponsors because of the quality of the shoes and the right to dress, but rather the competition between the sponsors for the commercial value of the two basketball superstars of Yi Jianlian and Zhou Qi.

Shopping malls are like battlefields, where there is no smoke and no noise.

But then again, since the commercial value of sports idols is entirely reflected in the athletes themselves, why can't athletes choose freely to protect the interests of athletes?

The end game of collective interests and personal interests

We should first understand that sponsors' sponsorship of athletes' personal brands is, in essence, a business choice of capital.

Take Sun Yang as an example. Among the male swimmers of the Chinese swimming team, only one Sun Yang can maintain a steady gold medal in the world arena for several years.

This shows Sun Yang's dominance and greatness in the swimming arena, which is Sun Yang's greatest commercial value.

Therefore, the 361 degree eyesight is the first to discover and discover the commercial value of Sun Yang and to put it in the pocket. What they see is Sun Yang's personal business image.

However, Chinese swimming teams also need commercial sponsorship to compete in foreign countries. The ones they pack to Anta are the commercial image of the entire national swimming team. But among the entire national swimming teams, the most commercial value is Sun Yangyi.

As a result, Sun Yang, who plays for the national team in the world arena, has a large, vague and workable space for his ownership of the commercial image.

If Sun Yang is excluded from the search for sponsors, there will be no more disputes and troubles.

However, capital is relentless. If so, the sponsorship expenses will inevitably shrink dramatically. There is no need to mention that this collective sponsorship model is actually equivalent to the national team's efforts to dilute its commercial value from its high-quality athletes personally.

What's more, all Liu Xiang's and Yao Ming's business income must be handed over directly to the General Administration of sport in proportion.

Is it unfair? Maybe.

But you know, Sun Yang, Liu Xiang, Yao Ming, and even Li Na, Lin Dan...

The money that has been exploited from them will eventually become the team expenditure, training equipment, logistical support and even training funds for the national youth team.

If the commercialization of football and basketball is carried out in a vivid and colorful way, perhaps athletes can still take a picture of their breasts and say that I have started from scratch, and I rely on myself to fight the world.

But if swimming, ping pong, track and field, volleyball, even weightlifting and gymnastics are not so well developed, how many people dare to point to their conscience that they have never gained any advantage in the national system in their sports career?

For example, Lining's sponsorship of CBA was as high as 2 billion yuan.

Equally divided into each club, that is, the annual income of about ten million yuan, and this income, for some difficult clubs, accounts for almost half of the total income.

It can be said that without Lining's high price sponsorship, many clubs would be almost as poor as they could be.

And Yi Jianlian, in the interest of his own interests, chose to face up to Lining and Basketball Association, though he owed no money to personal sponsors in his professional ethics. But Lining, who has made such a huge sacrifice and contribution to Chinese basketball, should he not be taken care of or protected? Who will be willing to invest in the CBA League for a long time?

Therefore, this kind of exploitation is naturally carried out with reasonable suppression of morality.

Everyone knows each other tacit and tacitly.

But the world is full of gains and losses.

In the face of huge commercial interests, a small concession is ultimately reflected on the contract paper, or perhaps a huge figure.

Contradictions are inevitable.

At this time, between sponsors and sponsors, athletes and management groups will inevitably play a game in order to win their own interests. Then the eight immortals cross the sea, each by means.

A bit of a bit of fun, such as a brand of functional sports drinks during the world cup, has bought the authorization of Portugal's national team, but has not been authorized by C lo. It still can cover up 1 seconds of C's head in the advertisement. It's a bit more harmonious. For example, Lin Dan, after carrying out a tough sawing negotiations with Lining and Eunice, he can use the way of separating the shirt and the ball sponsor, and everyone needs what they want. When it's more intense, it can only be like "off the door" and Ning Zetao, so we all take two shots and lose both sides.

Fortunately, the popularity of social pluralism and the progress of social consciousness have made people no longer ashamed of making profits, just like ten years ago. They will not be blamed on the pursuit of personal reasonable interests. The disputes between sponsors will eventually fall to the negotiating table and shopping malls.

Many cases at home and abroad will also serve as a template for negotiation.

Moreover, the emergence of "privileged figures" such as Sun Yang and Lin Dan also delighted us to see that the top athletes in China can actually pursue and protect their reasonable gains in a reasonable and lawful way.