Objectively, the biggest problem in this World Cup qualification trip is not in the quarterfinals, but in the previous group knockout rounds, China, Kuwait, Malaysia, and Hong Kong, China, can only produce one of the four, and the Chinese team is the most dangerous.When it comes to the quarterfinals, China, Saudi Arabia, South Korea, and Uzbekistan are out of four, and it will be much easier.Therefore, when the Chinese team successfully qualified from the group, the prospect that the Chinese team will compete in the World Cup again is becoming clearer.The attractiveness of the Chinese national team's events is getting stronger and stronger, and in the context of almost the whole nation's attention, a series of business "miracles" created by the Milu national team four years ago have begun to inspire and stimulate the nerves of businessmen.The commercial development department of the Chinese Football Association began to flow in full swing.And when they defeated Saudi Arabia in the group stage on March 30 this year, won three consecutive victories by the way, and almost stepped on the threshold of qualification, the most cautious and conservative companies couldn't bear it.Among them, jersey advertisements, stadium advertisements, and general commercial advertisements flocked to them.And the core of them is actually sneaker advertising!
Nike and Adi confronted each other and refused to give in to each other.Two years ago, when the 81st National Olympic Games were competing overseas, there was a very unpleasant thing because of a problem with the sneakers.At that time, the sponsor of the national Olympic team was Adi, and the sponsor of individual players was Nike, which made it very difficult for the players.If you do not wear the shoes of the national team sponsor, you will face disciplinary punishment from the national team; If you wear the shoes of the national team, you will face penalties such as deduction of money from the sponsor.Later, it was the Football Association that came forward in person, and it was barely pressed down by doing work in all aspects.Similarly, now the national team is also facing this problem, for example, Zheng Zhi wears Nike, Li Weifeng wears Reebok, which is all troublesome.Because the Chinese team returned from the World Cup two years ago, Adi signed a sponsorship agreement with the Football Association for 10 million US dollars a year, signing the entire Chinese national football team.Now the problem is that the Chinese team has a lot of hope to participate in the World Cup for the second time, and the team has as many as 10 overseas players, which is not the same as the last edition of only three or four overseas players.And with the collective rise of a new generation of players such as Wang Ai, Bai Guanghai, Luo Tongliang, Chen Yang, etc., in terms of combat effectiveness, it is far stronger than the previous one.In other words, in next year's World Cup, the Chinese team is likely to create historic results again.And every extra game in the World Cup means that the advertising brand endorsed has an additional 90 minutes of appearance, and this market is not only Chinese but also the world.Therefore, when China won three games and three wins in March, and the qualification was very bright, Adi, Nike, Anta, Reebok, Xtep plus Li Ning, etc., all focused on the men's football team.Since Adi had a previous contract, other brands have set their sights on their individually signed players, requiring them to wear endorsed shoes when playing to pry Adi's corner.Of course Adi didn't do it, he had been guarding against it for a long time.As a result, the two sides were torn apart, and Zheng Zhi, Li Weifeng and others who were in it were in a dilemma.Because when they sign a contract, not only do they have liquidated damages, but they also have a large amount of liquidated damages.For example, Zheng Zhi's endorsement fee is only a few hundred thousand a year, but the liquidated damages are as high as eight million!
It's pitiful to say, Zheng Zhi, the captain of the Chinese national team, signed the international giant Nike, and the endorsement fee in the first year was only 500,000 yuan, an increase of 50,000 yuan a year, and a cap of 850,000.And NBA star LeBron James, who signed with Zheng Zhi in the same year, is $90 million for seven years, a hundredfold difference.In other words, Nike just threw a change of 70,000 US dollars or 80,000 US dollars to Zheng Zhi, fancy the growth of the Chinese market, but at the moment it does not take him seriously at all, and the salary of the Asian manager is 3 million US dollars a year.The main reason is that the Chinese are very poor in these years, and the monthly salary of the middle and lower classes of society is only a few hundred yuan, and their shoes are thousands of yuan, so there are very few people who can buy shoes, not to mention the two of them, even if Wang Ai comes, he does not sell shoes.In short, this year's Chinese football has begun to be professionalized, and in terms of market maturity and legal perfection, it is far worse than foreign big brands.Wang Ai doesn't have this problem, he, Bai Guanghai, Luo Tongliang or the entire Ttubin root system, as long as they don't sign a contract in China, they all sign a contract with Adi in Germany, Wang Ai has explained to them: follow the local customs.If Chinese football wants to take root in Germany, localization is a must, we can't do the localization of race and nationality, but in terms of culture and business, we must move closer to Germany.Of course, Adi company also has the main intention in this regard, early investment from Wang Ai, because I saw Wang Ai's future growth, once Wang Ai in the national team to become bigger, Adi will take advantage of the trend to sit firmly in China's position, which is called mutual benefit and win-win.Compared with Adi Company, Wang Ai has no feelings for Nike, not that Nike is bad, but football is not good in the United States, and football is too good in Europe, and Chinese football is weak, so you have to listen to the strong.Of course, if Adi dares to take it, Wang Ai will also dare to use Nike to show them a look.In fact, the Chinese Football Association is the same, the reason why its players are allowed to sign Nike and Reebok is also the idea of riding the wall, and the price is bargaining on both sides.Before the arrival of this big turmoil, the Football Association was also a little sitting, Adi and Nike were incompatible, they didn't care about how individual members of the national team were embarrassed, they cared about competing for the Chinese market, so the two sides resolutely did not give in.In the end, the Chinese Football Association found Wang Ai, who returned to Spain at that time, and asked Wang Ai to accompany the officials of the Football Association to the Adi headquarters in Nuremberg for negotiations.Because Adi is planning to sign a five-year endorsement contract with Wang Ai in the summer of 2005 with a total value of no less than 80 million euros, Wang Ai is moving from the second camp to the first camp in Adi's spokesperson sequence, so Adi headquarters attaches great importance to Wang Ai's visit.In other words, Wang Ai alone is more expensive than the Chinese national team combined.Therefore, the arrival of Wang Ai is much heavier than that of the officials of the Football Association.After friendly negotiation, proposed by Wang Ai, Adi agreed: it is not mandatory for the national team members to change partners, but the bonus given by Adi to the national team, that is, the sponsorship of 10 million US dollars a year and the subsequent game bonus, a total of about 5 million, of which 10% is the player's personal bonus, and the players who endorse other brands will not have the right to share.At the suggestion of Wang Ai, Adi also launched the Chinese national team football team's 2006 World Cup qualification commemorative shoes, which have a very special appearance and are inspired by the Dashuai Stadium, which is a yellow and black tiger skin pattern.In order to unify the appearance, Adi also secretly made sneaker stickers, and pasted other brands of sneakers in the game, not blocking their trademarks, but the appearance looks the same as Adi's propaganda, to exploit legal loopholes.This shoe is also named "Tiger Leather Boots"!
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