Chapter 1971 The Dilemma of Promotion in Country Z

"Jason, does the NFL have a future in country Z?"

After a long silence, Roger Goodell suddenly asked.

Yang Cheng said almost without thinking, "It depends on how you operate it. Before the NBA entered country Z, how many people knew about basketball?

If you look at it now, because of Yao's existence, basketball is almost as important as football in the hearts of Chinese people.

So I would say nothing is impossible, the key is to see how you do it. "

Roger Goodell smiled and said, "So tell me what I should do?"

Yang Cheng laughed and said, "What? Do you think of me as the president of NFL Greater China?"

Goodell solemnly said, "If you want, you can serve as the NFL's global vice president at any time and be fully responsible for the promotion of the NFL in Asia."

Yang Cheng no longer knows how many people have offered him a new job. "Are you kidding me? Unless you package the NFL and give it to me~"

"Ha~ I know it's impossible, so I'm just asking for your advice. Believe me, if the advice is adopted, I will not treat the Panthers badly."

Is this an exchange of interests? A suggestion for 'fair treatment' for the Panthers in the game?

However, this matter is a bit difficult for him. The NFL has been promoting in country Z for 10 years, but has not seen any results. If he expects him to have some good ideas that will bring immediate results, he may be asking the wrong person.

He sighed, "The NFL is the most famous among the four major sports leagues in North America, with an average of 18 million viewers per game, which is eight times the combined viewership of the other three major leagues. The data for this year's Super Bowl has not yet been released, but last year's viewership figures 111 million, it is the most watched annual sports and entertainment event in the United States. The Oscars and Grammy Awards, the second and third ranked entertainment events, have only over 3,000 and over 20 million viewers, which are difficult to compare with.

As for live audiences, NFL teams have a ticket sales rate of more than 98% every season, with an average attendance of more than 68,000.

Popularity naturally brings commercial value, and the NFL’s ability to attract money is unrivaled among the four major leagues. Last year’s total revenue exceeded 600 million, right? "

Roger Goodell nodded slightly, "Passed~"

“Yeah, it’s probably the highest-grossing single-day sports event in history, and the total brand value is about that amount,

It even easily beats top sports IPs such as the Olympic Games and World Cup.

In this case, why can't the NFL capture the hearts of the audience in country Z? "

"why?"

"The biggest attraction of the NFL is the excitement of the game itself. From a sensory and visual perspective, the intense collisions of the NFL make people's blood boil; from a sports flavor perspective, the NFL's offense and defense are full of strategy, which is the highest level of American football wisdom. It reflects that it is a pleasure to appreciate the tactical wrestling between coaches and the execution level of players.

The overall competition in the NFL is fierce. Nine different Super Bowl champions have been produced in the past ten years. The NFL has made a lot of efforts to maintain the average strength of the league's teams. 60%-70% of the league's revenue is evenly distributed to each team. team to ensure that the team can maintain good operations;

At the same time, a hard salary cap is set to prevent teams from blindly hoarding stars, causing resource monopoly or affecting the team's financial health. It is this relevant policy that makes the NFL always full of strong teams and full of uncertainty every season. Fans bring more expectations and surprises.

However, for the audience in country Z, it seems unsatisfactory to only watch the game on TV. You must know that American fans are not just here to enjoy a wonderful game, but also to enjoy a grand American football family party - prime-age fans You can enjoy the game, elderly fans do not need to worry about safety issues, and children can participate in more American football cultural experiences.

In other words, fans understand the game, even if they are no longer in the field. During the interval of each attack on TV, the broadcaster will use a series of shots to explain how the coach explains the tactics, how the audience holds their breath, and how the quarterback warms up to prepare, creating a scene. The tense scene of the impending rain made the audience more immersed in the tension of the game.

But the fans in country Z don’t understand the rules, and the intensity of the game alone is not enough to retain fans.

Cultivating fans' familiarity with the rules requires a long period of accumulation.

Another unique charm of the NFL lies in its community culture. From a street, a school, to a town, or a city, the concept of "community" in American culture has a very broad extensibility.

As the largest 'community', the city's iconic sports teams have also become the common spirit and honor of the citizens. The four major sports leagues all attach great importance to community building, and the NFL undoubtedly does better.

In 2005, Hurricane Katrina devastated New Orleans, causing flooding in 80% of the city. More than 1,800 citizens were affected and killed. The Superdome, home of the local American football team the New Orleans Saints, was also severely damaged. The Saints were not motivated by commercial interests. Instead of relocating, they borrowed stadiums in other cities as their home court for the 2005 season and returned to New Orleans a year later.

In the 2009 season, the Saints reached the Super Bowl and won the first NFL championship in team history. They comforted New Orleans fans who were severely hit by natural disasters and wrote a classic legend of mutual support between the team and the community.

This is a very classic case and one that can be used as a reference.

If you want to enter the hearts of foreign audiences, you must recognize and respect the other party's culture. The NBA did very well during the David Stern era, but it was ruined by Silver, who was a complete idiot. "

Roger Goodell laughed out loud. Yang Cheng's evaluation of Xiao Hua won his deep recognition. He also felt that Xiao Hua was a typical representative of a good hand who was beaten to pieces. He was too stupid.

Yang Cheng ignored the other party's laughter and continued, "The NFL has achieved unprecedented success in the US market, which gives you the capital and patience to develop overseas markets in a steady and steady manner. This is good, and the first step is very solid. I remember It was probably in 2005 that the NFL held its first overseas regular game outside the United States and Canada in the history of the league in Mexico.

2007 was a very important year for the NFL's overseas promotion. In this year, the first NFL international game was held at Wembley Stadium in London; in the same year, the NFL established an office in country Z.

Last year was the tenth year of the NFL International Series. It is now hard to get a ticket to Wembley, with 80,000 tickets sold out half a year in advance. In order to meet the needs of British fans, the scale of the event has been upgraded from the earliest single game to a series. There were three events last year.

Because the fan base in country Z is relatively weak, it cannot be compared with the British market during the same period. However, as far as I know, the NFL in country Z already has a stable broadcaster, a Chinese official website with detailed information, a complete social network layout, and An increasingly consolidated fan base.

I believe that the number of spectators interested in rugby is also increasing year by year.

I have to say that you have caught up with the good times. New media communication methods have been of great help in promoting the NFL. In recent years, the Super Bowl brand has been launched in country Z.

Now, what you have to do is to shift the fans' experience of American football from appreciation to participation. The lack of participation is the biggest obstacle to fans' heartfelt recognition of this sport. "

Roger Goodell thought for a moment and said, "I have always considered hosting the game in country Z~ but there are too many obstacles. First of all, the most critical problem is the lack of a suitable stadium, as well as time, air humidity and other issues."

Yang Cheng said immediately, "Then go and solve it. In fact, hardware problems have never been a problem. As for the air problem, you don't need to worry about it. There are always sunny days throughout the year, right?"

Suddenly he changed the topic, "Why are you suddenly anxious? You have been patient for 10 years, and you still have a few years left?"

Goodell smiled bitterly and said, "I think the audience in country Z may be tired of the NFL~"

After Yang Cheng was slightly surprised, he understood something, "This is the issue of participation I'm talking about. The audience watches the Super Bowl through live broadcast every year, but they have no understanding of the two sides at all. They don't seem to know what game they are playing. , they only know that this is the most important holiday in the United States, and then they saw it with their own eyes, and that’s it.”

Goodell nodded, "Yes, the audience in country Z seems to pay more attention to the halftime show performance than the game itself."

Yang Cheng laughed, "There's no way around it. Rich cross-border elements are good for attracting audiences, especially audiences from country Z who are relatively unfamiliar with American football. For example, Katy Perry has a high profile in country Z." With her popularity, when she participated in the 2015 Super Bowl halftime show, she was able to attract a considerable number of fans who had never heard of the sport of football.

But beyond that, viewers still don’t know much about rugby. "

Goodell spread his hands, "That's why I'm anxious. I'm worried that the interest I finally cultivated will be worn away by time."

Yang Cheng complained, "Compared with your foresight and hesitation, you are not as courageous as the sponsors of the stars. You are just afraid of losing money in hosting the game, but you can't be afraid of losing money in promotion. To be honest, if you are willing to take the game If you videotape yourself in country Z to find Yang Ma, the NFL will probably become popular by now."

Goodell pinched his nose and said, "I have to say, what you said makes sense, but this matter cannot be decided by me alone. Tom Brady came to China to endorse Under Armor, and Wilson mainly participated in Nike activities. Supplemented by various small sponsors.

The influence of these two, especially Tom Brady, among football fans in country Z is almost extreme. However, there is still a big gap between the fans and the fans who support NBA stars in China. The reason is that the number of fans is not enough. Fans lack the urgency to see their idols.

Over the years, since 2007 when the NFL started broadcasting in Country Z, a lot of stars from all walks of life have gone to Country Z to participate in business activities before and after the season. Among them, superstars include Montana and Manning, who can be said to be able to hold on. A fan meeting organized by the venue.

However, low visibility has directly led to a decline in sponsors’ willingness to sponsor. Without the participation of Nike and Adidas, it is impossible to carry out decent promotion activities. Sports sponsors are the most astute businessmen. How many pairs of shoes can you help me sell? A jersey, this determines the intensity of sponsorship promotion. It must be a project that everyone can make money to be a good project, so it is wrong to simply say that sponsors have courage.

Of course, I admit that the alliance lacks some courage when it comes to hosting the Country Z competition. "

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