Chapter 2109 the Sorrow of the Small Ball Club

"Life in America ()"

The third type of sponsors are companies for brand globalization, such as Mile Group.

The definition of brand globalization is: to expand the influence of one's own company in the world through external sponsorship and publicity, and at the same time increase the share and influence of the company's domestic market. Yingli Group is one of the representatives.

The 2010 World Cup in South Africa made the word "Mile of Country Z" popular all over the world, so why did this photovoltaic company located in Central Plains choose to sponsor the World Cup?

At that time, there were a large number of photovoltaic companies in China, and the pressure of industry competition was huge. At the same time, due to the rigid understanding of "MADEINCHINA" at home and abroad, even if domestic companies had good products, their prices were still lower than those of foreign products, and it was imminent to enhance brand value.

At that time, the brand side looked for countless channels, and just as the World Cup was coming, they set their sights on this world-class stage.

The World Cup is the most watched sporting event in the world. If you can become a sponsor, the brand value and influence at home and abroad will be immeasurable.

Subsequently, Yingli became the first sponsor of country Z in the history of the World Cup.

The effect was immediate. During the World Cup alone, the company’s shares on the New York Stock Exchange increased by about US$4, and its total market value increased by US$560 million. The sales volume of the year also doubled that of the previous year.

In 2014, the company once again sponsored the World Cup in Brazil, further establishing its dominance in the industry, and its photovoltaic module shipments ranked first in the world.

The feature of this model is that by sponsoring high-level foreign games or teams, the international influence can be rapidly increased, and then reacted to the domestic market to simultaneously increase sales in domestic and foreign markets. This model is very suitable for those companies that intend to expand overseas .

This time the Mile Group found Liverpool, with the same intentions as Warwick, preparing to fight a tough battle in the UK.

One trick is popular all over the world. The previous sponsorship method was successful. There is no reason to change it in the UK. Among the many Premier League clubs, the Chinese owner of Liverpool must be their best choice, and Yang Cheng still has feelings for his compatriots in the motherland. There are no obstacles to this.

The main reason is that their sponsorship contracts are much smaller. After all, photovoltaic modules are not a product that ordinary people can consume.

2 million pounds per year, this figure is very appropriate, the contract is signed for 5 years, Yang Cheng had to give a thumbs up, he is still a local tyrant!

Sitting in the office all morning, the cheers outside the window were endless, and the office was even more heated. In just one morning, a sponsorship contract worth hundreds of millions of pounds was signed. It's nothing to worry about.

If it's a few hundred million more, it doesn't matter if the signing fee is paid. From this perspective, Yang Cheng is much better than those actors who are not willing to bask in the sun with a salary of 80 million.

wrong! It can't be compared like this! Not on the same level at all!

Liverpool makes a lot of money, so naturally they have the capital to provide players with better benefits and more money to sign good players, so it makes sense for a wealthy club to be called a wealthy club. Such an operating model, It is elusive for small and medium-sized clubs.

In the five major leagues, not all clubs are like Real Madrid, Barcelona, ​​Manchester United, Liverpool and other giants, holding a lot of money to recruit talents from all over the world at will. More small and medium clubs still need to rely on their own youth training and some business. means, or the buying and selling of players to maintain the operation of the club.

Compared with the leagues of other countries, the Premier League is definitely the toughest. With the end of the season, various statistics of the Premier League are also revealed. In the 2016-17 season, the total income of the Premier League exceeded 4.5 billion pounds. , mainly the "top six" teams Manchester City, Liverpool, Chelsea, Tottenham, Arsenal and Manchester United, but the strong teams eat meat, and the small and medium teams are absolutely indispensable.

So as long as you can stay in the top league,

It is very possible not to lose money or even to make money.

Today, each Premier League team gets close to 100 million pounds in broadcast fees and bonuses from the league. In less than two seasons, the income of all members may exceed 100 million pounds. This is not impossible, but a fact that will be realized soon. .

Among them, Liverpool, with the highest income, reached 152 million, while the bottom team with the least income was close to 80 million pounds.

Due to the extremely high value of the Premier League broadcast contract, a relatively even rule was adopted when distributing the broadcast income, which ensured that weak teams can also earn a lot of money, achieving "everyone has money to get".

Of course, high income does not necessarily mean that there is no loss. With the "high consumption" of the Premier League, it is not uncommon to lose money, but in general, as long as they do not lose their seats in the Premier League, no matter how small a club is, they can live a relatively healthy life.

This season, 7 of the 20 teams in the Premier League reported negative earnings, but in the previous season, at least half of these 7 teams were profitable. Looking at it, many small Premier League clubs have a relatively balanced income and expenditure. If you can occasionally pick up treasures and develop stars, you can make a lot of money.

However, due to fierce competition and high "consumption level", there is still the possibility that the Premier League's small and medium balls will suddenly collapse and fall into the quagmire of losses. After all, they not only have to spend money to strengthen themselves, but also have a heavy salary burden. The total salary has accounted for 59% of the entire league revenue;

On the other hand, it is completely impossible for the league below the Premier League to bring high income to the team. Once relegated, the consequences will be very serious. In the new season, the British Championship has implemented a new broadcast contract with higher value, but even so, the basic share of each team Only about 3 million.

Although the Premier League also has a "parachute" clause, which will provide the Premier League's relegated teams with a total amount of financial subsidies that decrease year by year for a period of three years, it is not a rescue.

In order to save expenses and reduce losses, the first action that the relegated team will usually take is to clean up the high-paying big names, and then find a group of players whose worth is suitable for the British Championship. If it is handled properly, it is not impossible to rely on the old foundation and the bailout money to turn around. Just like Norwich, their boss is not rich in financial resources, but the team often becomes the newly promoted Premier League.

Of course, there are also many negative teaching materials. During the period from 2015 to 2016, the Sunderland Club introduced many third- and fourth-tier stars with great fanfare, thinking that they could use this to hit a better ranking. Become a dark horse, but it turned out to be a mess, and finally relegated from the Premier League this year.

And judging from their financial resources, it is inevitable to sell the main players next season to avoid the bankruptcy of the team. In this way, do they still have the strength to play in the British Championship?

Maybe they can't stop the car at once, and it is not impossible to go down to League One.

As for the smaller clubs in the lower leagues, the income and expenditure levels are very low, and there is no chance of large losses. If they dare to spend a lot of money, they will probably encounter rich owners or speculators.

The above is the situation of the local tyrant league of the Premier League, so what about other leagues?

There is an old saying: small money depends on saving, big money depends on life, this sentence can reflect the economic situation of the Spanish football circle.

Spanish professional football is an important part of the entire national economy, and its image value is immeasurable. Therefore, although there are no express regulations, La Liga generally opposes investors messing around. One exception is Valencia, which is also the club of La Liga. The only club that is losing money on the books, there is no way, whoever let their boss be a Singaporean boss who engages in venture capital, don't believe in evil.

When it comes to making money, the orientals are more savvy. It is true that the Spaniards relied on the navy to rule the world in the age of geographical discovery, but they are known as big fools in the business field. In fact, until 2013, there were a total of 42 clubs in La Liga and La Liga, and more than half of them were carrying financial deficits and owed salaries to their employees. However, in the past few years, La Liga has basically embarked on a healthy operating track. He was so bullish that he didn't take the Football Association seriously.

Although it is not all his credit, it is indeed inseparable from his work.

The more important thing is that the general environment has changed. The ten-year economic crisis has passed, business is recovering, and the football market is slowly recovering.

Secondly, the "Royal Decree" was passed. Under the new broadcast sharing system, the income of each club in terms of TV copyright has doubled.

In the end, thanks to Platini and Tebas, the strict implementation of the Financial Fair Play Act has made it difficult for some traditional strong teams that are accustomed to excessive consumption and excessive bad debts, such as Deportivo and Zaragoza, to survive, but also Let some small balls that are used to small businesses gain room for development, such as Leganes and Eibar.

Leganes is the club with the highest profit rate in La Liga in the past two seasons, with an average profit of more than 10 million euros in a single season. For a small club with a season budget of only 45 million, it can be said to be a big deal.

After the "administrative relegation" that year, Ebar also took advantage of the spring breeze of reform to grow steadily, with an annual profit of nearly 10 million. Of course, 90% of the total income of 22.5 million came from broadcasting. Investing a few million broke the historical record. Maybe it’s still unprecedented. It’s like a person earning a monthly salary of 10,000 from zero. Isn’t that a qualitative leap?

So, for the small ball club, what are these surpluses and profits used for? Of course not dividends to shareholders.

On the contrary, every time the capital is expanded, the stock in the hands of the shareholders is depreciating. The surplus every year means that the fans can see the newly painted stadium next season, sit on more comfortable seats, and the players can enjoy the hot spring facilities in the locker room. Ask for a raise more easily.

From time to time, we can do some charitable activities, subsidize poor families in the local community to go to school, play football, and win the favor of a wave of diehard fans. This is the routine of small and medium-sized football clubs. Anyway, the interests of shareholders do not need to be considered, and the support of fans is. the most important!