Chapter 2107 Crazy Sponsorship

"Life in America ()"

Diplomatically, Britain and polar bears have been at odds for a long time, but in reality, the capital of polar bears has already penetrated into every corner of the UK.

We must know that 20% of the luxury houses in the UK are owned by polar bear rich people. The highest transaction records in the history of London real estate are basically the names of polar bear people. less than.

The UK has a high level of education, and London is one of the centers of the world economy. Therefore, a large number of rich polar bears are willing to send their children to study in the UK, and are also willing to invest in the UK.

In addition, the United Kingdom has a strong historical and cultural heritage. For the rich polar bears, investing in the United Kingdom can quickly integrate into the upper class of the West and get rid of their "New Money" identity.

Similarly, the football world is also full of Siberia’s cold air. Apart from Abramovich, Arischer Osmanov owns 30% of Arsenal’s shares; Bournemouth was acquired by petrochemical tycoon Maxim Jemin in 2011; Portsmouth in the lower league also has polar bear patrons.

Behind many sponsorship agreements, there are also polar bear oligarchs. Usmanov has a close relationship with Everton boss Moshili. The former USM company named the Toffees' training ground.

Polar Bear Airlines is the official airline of Manchester United and Polar Bear Gas is the sponsor of Chelsea and the Champions League.

Therefore, under the multiple pressures of sports, sports and ZZ, Abramovich is likely to cut his tail to survive and make the decision to sell Chelsea.

And the oligarch's choice is bound to have a demonstration effect. Not long ago, it was reported that another polar bear rich man, Usmanov, planned to sell all of his shares in Arsenal to Kroenke.

Visible to the naked eye, sponsorship and investment from polar bears will also wither away.

Fifteen years ago, Abramovich came with a lot of rubles, which changed the pattern of the Premier League and even European football; and 15 years later, the departure of this rich man also meant an earthquake that shook the entire football world.

The cake left at that time will cause the entire European football world to snap up.

How could Yang Cheng not have made plans for this earlier? Besides, based on the relationship between him and Abu, it is normal to strike ahead of time, and the fat will not flow into the field of outsiders.

So he said, "Roman, if you make up your mind to sell the team, remember to tell me in advance."

The meaning is self-evident, Abramovich understood, "Don't worry, I will tell you in advance, by the way, Chelsea's air sponsorship contract is about to expire, remember to sign a 5-year contract in advance."

Yang Cheng laughed and gave a thumbs up, "That's interesting~"

Not to mention the benefits of the airline sponsoring the team. As mentioned earlier, because of Yang Cheng, Delta Airlines can be said to have a natural advantage in this regard. Using Yang Cheng's network, Delta Airlines has already It has successively won a number of club air sponsorship contracts, competing with Emirates and Qatar Airways.

American airlines represent the setting sun to a certain extent, but with the arrival of Yang Cheng, they have gradually put on the cloak of local tyrants.

Closer to home, it's not difficult to hear from Abramovich's words that the team must be sold. Sooner or later, Yang Cheng suddenly felt sad.

To some extent, his position is the same as that of Abramovich. What is better than Abramovich is that there will never be an accidental terrorist-style figure in the United States, not to mention that the American consortium does not allow it, and neither does the public. , Wearing a mask can make them feel restricted and free, what else can they say?

. . .

The celebration lasted until the early hours of the morning. The banquet was held at the Ritz London. Naturally, there is no shortage of places to rest. If you are tired, you can go upstairs to rest. If you don’t mind being discovered by your wife, you can also have a sneak peek with the young model The shocking collision of Devil May Cry, but this is not realistic. European and American players start families very early. Few of them are unmarried at this age. Many children can play soy sauce.

With their family members present, of course they would not be unrestrained.

Early the next morning, the hangover players struggled to get out of bed last night. They looked like walking corpses, were helped onto the plane, and slept all the way to Liverpool. They are all protagonists, and they are indispensable, even if they die, they have to be dragged up, let alone just hangover.

The players were going to parade, Yang Cheng would not go out to grab the limelight, he had to stay at Anfield to receive congratulations from sponsor representatives, and at the same time talk about winning bonuses and contract renewals.

Although the new contracts of most of the sponsors have just been fulfilled for one year, they can't wait to renew their contracts.

Nonsense, fools look at the momentum of Liverpool in recent years. With the recapture of the Champions League, this momentum will definitely continue. If you don’t lock in a sponsorship seat in advance at this time, you will spend more money after a few years. Liverpool's sprint speed has also slowed down, and the effect must be worse.

They are all old foxes who have been in the mall for many years. They understand the principle of strike first, and today's scene happened. Representatives of dozens of sponsors gathered in the chairman's office at Anfield.

The originally huge office seemed very narrow at this moment, full of people.

Of course, Yang Cheng was also very polite and did not show dissatisfaction because of the noisy crowd. Professional football has developed rapidly in the past 30 years, and the value of various professional leagues and major intercontinental competitions has also risen accordingly. With the trinity profit model of game copyright, commercial sponsorship and game day income, sponsors are definitely one of the important partners in team operations. No one dares to neglect these sponsors if Yang Cheng neglects them.

Well, it might be a bit too much to say that it is neglectful, and it is impossible to talk about who is neglecting whom. People in today’s society are influenced by various advertisements all the time. As the most influential sport in the world and with the widest audience, football has undoubtedly become one of the most popular sports in the world. A hot spot for advertisers.

Advertisers gain attention and increase the influence of their brands by sponsoring clubs, players, national teams or football associations, so the essence of sponsorship is advertising.

Since it is an advertisement, his purpose in a broad sense is to increase popularity and increase sales at the same time. It can be said that he is on the same side as the team, and both sides get what they need.

However, under the general purpose, each major company has its own more specific advertising appeals. It is precisely because of these specific appeals that they choose different carriers (clubs, players, national teams or football associations). The method of sponsorship chosen also varies.

As the chairman of the club, Yang Cheng must distribute the interests of all parties and meet the demands of all parties. Once a conflict arises, the sponsors will not lose much, but his team will suffer the biggest loss.

At present, the team's sponsors can be divided into several categories, one of which is the type that stimulates instant consumption, representing companies: Heineken, Coca-Cola, McDonald's, KFC and Lay's potato chips.

This model is the most common in daily life, and it is also most closely related to people's daily life. Heineken is a sponsor of the Champions League, and Coca-Cola, McDonald's and KFC also often sponsor various events and clubs.

These brands obtain consumer associations through frequent sponsorship of the sports industry. What is consumer association? For example: When three or five friends get together to watch a football game and need to buy some food and drinks, because the above-mentioned brands often sponsor some football games or clubs, your brain naturally associates these brands with sports games.

It may not have an impact at ordinary times, but once a keyword appears in your mind-football, then another keyword-the above-mentioned brand will appear.

Then you naturally become a consumer of the brand. Data surveys also show that on football match days, within one hour before the start of the game, the sales figures of such brands will increase rapidly.

There is also a special case of this type of sponsorship, which is the gaming company. Since TV advertisements for football betting are prohibited in most countries, these companies choose to sponsor some football clubs, through advertisements on the chest of the team uniforms or advertisements on the side of the stadium. Influence fans to go to the site to bet.

This season, the chest advertisers of many clubs in the Premier League are gaming companies, such as West Ham, Swansea and Stoke City, etc. Since the vast majority of football betting customers are fans, the customer conversion rate of this type of advertising Surprisingly high.

In general, such sponsors establish the connection between the brand and football in people's subconscious through frequent commercial sponsorship or stadium advertisements, and stimulate consumers to consume for the brand before or during the game.

In other words, this type of sponsorship model is only applicable to products that can be consumed during the game. Previously, the Anfield home billboards were sponsored by gaming companies and Heineken. None of the big brands sought sponsorship, but as Liverpool won the Champions League, they naturally couldn't turn a blind eye and came to seek sponsorship one after another.

Of course, you can only choose one brand of the same type, but it does not prevent them from bidding with each other.

As a result, several small temporary auctions in succession were held in Yang Cheng's office. The person in charge of the auction was Ian Ayre. Judging from his unclosed mouth from the beginning, one could tell how gratifying the results were. .

In the end, Coca-Cola and McKee won the right to sell at Anfield for 50 million pounds and 55 million pounds respectively. Watching the game, you can only choose Coca-Cola if you want to drink a drink, and you can only choose McDonald's if you want to eat fast food.

Don't worry, they won't be able to make money from sales alone, but their influence is unquestionable. It's nothing to monopolize the sales rights of a stadium. What if they take the opportunity to monopolize the whole city?

You must know that Liverpool is actually a small city, but more than 70% of the people in this city are family members of Liverpool or Liverpool fans. When they get used to the taste of Coca-Cola and McKee at Anfield, and want to eat outside in the future, they will definitely The first time I thought of Coca-Cola and Mak Kee.

Therefore, although these two companies spend huge sums of money, it seems that they have done a loss-making business, but they earn more.