Why Did Sun Yang Wear The Award Dress Illegally? This Operation Has Precedents.

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.

Sun Yang came to the stage with a personal sponsorship brand.

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 the sponsorship rules when he received the award.

Of

But the robe of "361 degrees" in the "friend".

It is the first time to discover and discover the commercial value of Sun Yang and gain the income from it. At the same time, 361 degree is also a sponsor of the Chinese swimming team.

While Anta is the official partner of the Olympic Committee, the current contract is until 2022.

In terms of contract,

The logo can appear on the swimming trunks and swimming caps of the competition costumes, while Anta has exclusively taken the appearance and costume of the Chinese sports delegation.

Sun Yang went to the podium, such a high moment, the glory was "friends" to the greater part, Anta's mood can be imagined.

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.

Finally, dreams

The team won the gold medal and won the gold medal with overwhelming superiority.

However, in the awarding ceremony, the appearance of many stars in the US team was very strange: they turned their collar open and turned it inside, and opened the big flag to themselves. The reason for this was not patriotic enthusiasm, but because the big stars from NBA signed a valuable endorsement contract with Nike, while the collar and the national flag were folded to cover up the Reebok logo of the sponsor of the US team.

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.

(at the awarding ceremony, Jordan with the national flag blocking Reebok logo)

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.

Lining, who is a sponsor of the CBA League, returns to the throne and immediately puts pressure on the Basketball Association. All players in the CBA League must be dressed in Lining brand training clothes when they compete, thus attracting the strong rebounding of Nike's generals Zhou Qi and Yi Jianlian. Yi Jianlian is also playing the "shoe stripping door" at the CBA competition, pointing directly to Lining.

("off the door" is a great injury to the value of CBA League and Lining's commercial brand).

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.

The world class soccer star C Luo, who is familiar with the world, only had the ruthless punishment of the team when he signed a contract with Adidas sponsored Real Madrid in 2016, just because he wore Nike glasses on the renewal ceremony.

(can you see this is Nike's glasses?)

Why do sponsors fight?

From the above cases, it is easy to see that most of those who are trapped in the vortex of conflict are the business elites in their respective fields. Thus, the core essence of conflicts and struggles among sponsors will naturally come out: the word "money".

It is the fierce competition of the international sports brand market that all the competitions are reflected.

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. PEAK and 361 degrees have risen. Foreign brands such as MIZUNO and Decathlon have also been 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?

(since June of this year, the price of the bird has continued to decline and its market value has evaporated more than ten billion).

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's sales driven by the pfer of C Luo this year are clearly visible. Who can turn a blind eye to it? PEAK's upsurging trend has not yet had the merit of the Rockets general Battier (this is not the hot spot of chairman Yao's visit). And how much powder did Clay Thompson bring to Anta, how many products did they bring? Is there really no point in everyone's mind?

(rich facial expression and slam dunk skills, countless Beijing men clay)

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.

There are always conflicts between individuals and collectives in some aspects, and commercial intervention often amplifies this conflict.

(Sun Yang was awarded a personal sponsorship brand).

The mode of collective sponsorship is actually equivalent to that the national team forcibly dilute its commercial value for its own use from high quality athletes.

What's more, all Liu Xiang's and Yao Ming's business income must be handed 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.

(super Dan's clothing and racket are different sponsors)

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 could be in a reasonable and lawful way.