Throughout the day, Aldridge led Carter on a formal tour of the inside of the Millwall club. The two kept talking, talking about the current situation of Millwall, and Aldridge informed Carter of information that would not be released to the public.
For example, Millwall's specific operating costs, revenue sources, cooperative sponsors, and ongoing and future business plans.
After lunch, the two went to the team's training ground. The first-team training ground was empty, and the two sat on the ground.
After Carter had a general understanding of Millwall's current situation, he did not ask Aldridge about his ambitions and goals in running Millwall.
Ever since they met and became close friends, Carter has been able to guess the outcome through his understanding of Aldrich subtly.
"Aldridge, half of my role is to keep the club in order, and the other half is to make the club richer."
Aldrich nodded, agreeing with Carter's words.
In fact, there is only one criterion for measuring the work ability of CEOs of 99% of companies in the world: whether the company can become richer!
It's not about charisma, being in the limelight on media platforms or anything like that.
Carter continued: "Football is the world's largest sport, with more than two billion fans worldwide, so whether Millwall can become richer and increase its commercial brand value does not depend on whether the team wins the championship, just like Manchester United.
The championships and achievements that Manchester United has won in the past ten years are completely incomparable with Millwall. However, Manchester United's commercial value is only a little lower than Millwall, and the gap is not obvious. There is also the Royal
Madrid. Their achievements on the pitch cannot be compared with Millwall. But through the signing of superstars in consecutive years, their commercial brand value has soared rapidly, second only to Millwall. There is only one core, the fans of this club.
Quantity, the greater the quantity, the higher the natural commercial brand value, because more fans can bring more attention. Sponsor’s advertisements on this team will also be watched more times.”
Aldrich nodded, understanding what Carter meant.
Manchester United's record on the pitch in recent years has not been too brilliant, but Manchester United is still very profitable, making profits every year, and is at the top of the club's wealth list. Before Real Madrid's sudden rise, they ranked second.
The reason is that since the Edwards family took over Manchester United, they have been working tirelessly to move Manchester United towards commercialization. Their brand value has been accumulated over decades.
The core of brand value is actually the number of fans. Because fans are the group that consumes football.
If you're not a fan, who the hell is watching the game?
Even if you are a pseudo-fan who is chasing stars, you are still a kind of fan after all.
For example, if your team has only one fan and no one else pays attention to it, then only this one fan will see the sponsor's name printed on the chest of the jersey and form an impression in their mind.
If you have ten fans, that's ten people who will remember it.
This does not deny the significance of achievement on the green field, but it is not the core part.
Champions will increase exposure and expand the fan base, which is one of the means to soar commercial value. However, this was the mainstream before the "global village" era. The more championships a team has, the greater its influence. But after the Internet era,
It’s different.
The sensational effect of the eyeball effect may be higher than the impact of a team's championship, such as Real Madrid's introduction of superstars.
"An important part of the club's revenue comes from broadcasting, match day income, and sponsors. If we want to increase broadcasting fees, we can only follow the trend of the entire football environment. Millwall already has an exclusive official TV station, which can be regarded as a good example in this regard.
We have also maximized profits as much as possible. Game day income mainly revolves around the development and construction of the Lion King Stadium and surrounding business chains. These tasks are already on the right track and approaching saturation. It is difficult to change or expand anything.
Because the club's space around the stadium is only so large, land is at a premium in London. If you want to expand further, the revenue and expenditure may not be proportional. After all, the number of local fans has reached a state of near saturation in the past ten years, and the growth of new generation fans is only
It will develop slowly and not suddenly increase dramatically. I think the focus is to start with sponsors to make the club richer, increase the commercial brand value, and let sponsors increase our income and influence."
Aldrich nodded slightly. Carter's work ideas were very clear and he knew where to focus his work after taking office in the future.
In the past, Carter negotiated with Millwall as a sponsor representative.
In this regard, he understands better what sponsors need.
If no one cares about Millwall in the United States, then companies whose main market is in the United States will not sponsor Millwall. What is the use of spending money?
And those world-class companies trying to open up the European market will come looking for them.
Promoting sponsorship and soliciting sponsorship are actually mutual benefits. Both parties get what they need, not one giving alms to the other.
Carter continued: "I think Millwall has a lot of material that can be used in this regard. As long as the number of our fan base grows and the fan radiation area continues to expand, our brand value will naturally increase. When the time comes, negotiations with sponsors will also be
With greater confidence, you will naturally understand this. As for how to do it, I think the key lies in how to use the material that Millwall can hype for publicity and promotion."
"What about?"
Aldridge is very interested in this topic. He also hopes that Millwall's fan market will grow bigger and bigger. But how to expand it specifically, in his opinion, may depend more on playing commercial games and the team maintaining top-level competitions.
A good record means high exposure, and the media will naturally help promote it.
Carter smiled and said: "Millwall has had a successful decade in the past. I think there is a lot of material that can be hyped in these ten years. The team's record, the loyalty of the stars, the influence of the flag, we can use network resources,
Condensing the past season review into a documentary for fans to download for free
, and can also be sold to all interested fans around the world to expand and deepen Millwall's influence. At the same time, Millwall has opened our own football schools in Europe and Asia. Why?
We do not use these football schools as outlets to exclusively sell our balls.
What about fan souvenirs? Also, when the time comes, we will go to some areas with low fan coverage for commercial competitions. Even if those places are poor and backward, it is impossible to give me millions of pounds in appearance fees. However, as long as we are in that area
create a buzz in the area, our sponsors would be willing to provide
High sponsorship fees to expand their product sales to that region. Also, we must learn to package our own stars. How many commercial resources has Manchester United obtained by relying on Beckham? We should also keep up with the pace in this regard to highlight our stars.
His personal charm has made him a cross-border star."
"No, no, no, I don't want Beckham to appear in my club. Endless commercial activities and strong financial interests surround it. This is not a good thing for the team in the long run."
"Then we are wasting resources virtually."
Aldrich agreed with many of Carter's ideas, but he also had his own ideas.
After a moment of silence, Aldridge said in a deep voice: "In the past ten years, I have learned a truth. It is good to pursue something, but it cannot be overdone. If Millwall not only wants to use its commercial resources and stadium capabilities at the same time,
At the limit, I think this is impossible, because this balance point is too fragile, and we must have a bottom line to run the club. If we tend to go to the extreme of commercialization, once the situation collapses, there may be consequences that no one can control anymore."
Carter was thoughtful after hearing this, and finally said: "It sounds very reasonable, then this point can be given up. Next, I want to talk to you about the construction of the team."
Aldrich chuckled and said, "What? Do you want to be a staff officer?"
Carter shook his head solemnly and said: "No one in the world can compare with you in terms of player selection. Discussing this topic in front of you is also humiliating yourself. What I want to say is that Adam will be recruited from Millwall.
With the leak of the candidate list, Millwall needs to adjust its development strategy in the future."
Aldrich put away his smile and said, "I would like to hear the details."
After sorting out his thoughts, Carter said: "In the past ten years, Millwall has started low and gone high, step by step to reach the top of the world. The competition within the club has become more and more fierce, and now it has reached the most cruel level. People like Rooney and Ronaldo
Talented players like Ben who have a place in the national team can only wait for opportunities at Millwall. Their departure should be inevitable."
Aldrich nodded, not denying it.
Today's Millwall is no longer in the past, when they could promote four or five players a season to play the main role.
Even if players like Kaká and Cristiano Ronaldo, De Rossi and Alonso took over before, they still need to endure it for a while.
Those who can't bear it have no choice but to leave.
"The core of the problem is that it may take an average of two or three years for us to have a handful of talented players with room to survive in the team, so unless special circumstances arise, such as a talent gap within us, players of a certain type or position
If not, we will introduce talented players and give them opportunities. Under normal circumstances, there may even be talented players we like.
, but cannot bring them to the team. Under the negative impact of Robben and Rooney leaving the team, there may be many talented players who are unwilling to come to us and wait for opportunities because it is too difficult and too difficult, just like Rooney and Henry.
If you choose one of the two, out of 100 rational people now, maybe 90 will choose Henry instead of Rooney, and I think Rooney himself knows this."
Aldridge sighed and said: "The world is changing. Football players can also make a lot of money and become rich overnight. The younger the talented players are, the more they want to become famous as soon as possible. There is nothing wrong with this." (To be completed.)
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