Any news will be divided into mainstream and tidbits. For example, in the "Gulf Cup" match between ** and Marseille, whether Chen Zhuo, who performed well in the match against Milan, can continue his strong momentum is the mainstream focus, and the Baggio family appeared in
It's just a sideshow in the stands.
The football match is also a league for sporting goods brands and sports drink brands. Chen Zhuo’s outstanding performance in the last match attracted a lot of attention to the ** team. In this match a week later, **’s jersey sponsor errea specially provided
**A bonus of 500,000 euros was offered, which is also one of the highlights of this game.
Errea is one of the three major sporting goods brands in Italy. In addition, Kappa and Diadora have established stores in mainland China and Hong Kong. Only Errea is still blank in mainland China.
The winning bonus of 500,000 euros for a warm-up match was undoubtedly a business show for Errea. Shortly after the game, Errea would sign a brand cooperation agreement with Chen Zhuo... It was at this time that many people discovered that in Hamburg and
Chen Zhuo, who shined in the Europa League and is still brilliant after landing in Serie A, actually has no commercial contracts at this time. Even brands like Adidas, Nike, Keke, and Pepsi, which are good at recruiting new stars, have nothing to say about Chen Zhuo.
advertise.
This was intentionally suppressed by Spanwitz. More than one brand had sought cooperation before, but all of them were rejected by Spanwitz. The reason was very simple. Spanwitz believed that at that time, Chen Zhuo's commercial value was not explored.
The best time is not even now, so Spanwitz has turned down many advertisements. For Chen Zhuo, these are all matters of the agent, and professional matters are left to professional people to handle.
(two)
With the 500,000-euro sponsorship of a warm-up match leading to "errea", this time there was also a special plan. The theme of this plan is "Create miracles, you can do it too!" This is the third part of their entire brand planning
The second step of the song is to use Chen Zhuo as the starting point for transformation.
Although the "errea" brand is one of the three major brands in Italy, it is still a small brand compared with Adidas and Nike. Therefore, its strategy has never been about world superstars, but specific target groups in market segments.
Their entire brand planning is a three-step process, and the first step is being implemented. The promotion theme is "Create Unpopularity, You Can Do It". In line with this theme, the signing of "errea" has locked in some well-known small and medium-sized clubs, such as Newcastle in the Premier League,
Middlesbrough, Burnley, Norwich, Parma in Serie A, Atalanta, **, Empoli, Luxembourg in the national team, Malta, Iceland.
This choice matches the brand's theme of "creating upsets, you can do it", and the investment budget is relatively low. Once one of these club teams enters the European competition, or one of these three national teams enters the European Cup
and the World Cup, then this brand is bound to become popular. This kind of thinking is also a kind of "Boleng" thinking.
The second step of the whole planning is "Create miracles, you can do it too!". The brand will use a club like Kaiserslautern or a national team like Denmark or Greece to show off its vision and bring the brand to a higher level this summer.
They have locked Chen Zhuo, but no one
AC Milan and Adidas have an exclusive agreement that all players playing in the game are not allowed to wear clothes of other brands. Under normal circumstances, slightly popular stars will be signed by big brands at high prices, unless after evaluation, these brands believe that the input-output ratio is unreasonable
Will give up.
The branding with Adidas and Nike was indeed in progress, but with the news of Chen Zhuo's "exile"**, Adidas and Nike withdrew their offers and wanted to wait and see again, which gave Errea a chance to create a miracle
opportunity.
(three)
The match against Milan ended on August 14. Within a week, Chen Zhuo appeared in staff uniforms in the Vicenza reserve league, participated in the Lehmann farewell game in Essen, and also played for Hamburg.
I went to the scene to cheer for the first round of the Champions League, but basically did not have any joint training with the team this week. Coupled with the continuous fatigue of travel, people can't help but worry about Chen Zhuo's condition.
Arriving at Marseille in August, Chen Zhuo, who had practiced with the team for a day, was still in the starting lineup. From the first time he took the ball and organized an attack, people knew that worries about Chen Zhuo's competitive state were unnecessary.
Last season's Ligue 1 championship and the just-concluded French Super Cup championship. This is Marseille's first Ligue 1 championship in recent years after the glory of five consecutive Ligue 1 championships from 1989 to 1993 has faded. The momentum is running out.
Although it has been slightly mediocre in Ligue 1 in recent years, Marseille still has an absolute advantage over France in this traditional competition "Gulf Cup" that started in the early 1970s. For more than 40 years, each city has held a competition every other year.
It is the 40th anniversary, and the French only won the trophy 6 times at home, and the remaining 34 times were defeated by Marseille. Moreover, in the previous 19 games in Marseille, Marseille never allowed the French to bring the trophy back!
As long as you are willing to explore, there are always many things to see.
The result of the game was that Chen Zhuo scored a free kick in the frontcourt and added two assists to Luca Toni and Palacio. ** defeated Marseille 3:2 and led ** to Marseille for the first time in 40 years.
Win and take home the Lighthouse Cup.
On the second day of the game, the front page of the local media in ** was "The Chinese engine shows its power again, ** wins the Lighthouse Cup in Marseille for the first time in 40 years." The photo showed an old ** fan holding up a photo of Chen Zhuo to celebrate. It was very interesting.
It's touching.
(Four)
Just as all wars are a continuation of politics, all commercial competitions are a continuation of business. Whether it is Chen Zhuo's wonderful performance, his first away victory over Marseille in 40 years, or Baggio's family coming to Marseille to support Chen Zhuo,
These are all tidbits in the end, the real hot spot was the news that Errea had signed a contract with Chen Zhuo the next day.
The contract period between Errea and Chen Zhuo is ten years, and the total amount is 125 million pounds, which is approximately 159 million euros.
The reason why the pound measurement unit is used is to compare it with the other two major brands. Currently, among the most expensive endorsement contracts between Nike and Adidas, Tiger Woods’ Nike contract is 124 million pounds over 10 years, and Beckham’s Adidas advertising is 1
With a lifetime endorsement contract of 100 million pounds, Chen Zhuo became the most valuable spokesperson for a sporting goods brand in the world overnight.
This news is like Errea’s latest advertising slogan, “Create miracles, you can do it too!”
There are also a series of advertisements that have not been announced yet. Errea has intervened in the negotiations, or communication, between Baggio and the Hong Kong Football Association. Once Baggio officially accepts the appointment of the Hong Kong Football Association, Errea will hire Baggio as its spokesperson and will
To become the jersey sponsor of the Hong Kong, China team, endorsement fees and endorsement time are under negotiation. It is said that Huo's Group will also exclusively obtain the exclusive rights to operate the errea brand in Hong Kong, China and mainland China.
Baggio, the Hong Kong team, and the Huo Group are not what the fans care about. What they care more about is Chen Zhuo's "world's number one sports brand endorsement value." You must know that among the current stars, Ronaldo's sneaker endorsement
The fee contract is US$25.5 million over two years, Kobe's is US$43 million over three years, and James is US$90 million over seven years. According to the exchange rate conversion, the endorsement fees of the three of them combined are basically the same as Chen Zhuo's sky-high contract!
Sometimes, an unreasonable price itself is reasonable, because it triggers a heated discussion on a larger scale, and Errea's strategy is also very clear. He will make a "big gamble" through Chen Zhuo. If he wins in one battle,
This brand will become a world-famous brand like Adidas and Nike, but if it loses the bet on Chen Zhuo, it will become a classic laughing stock, whether in football, business planning circles or sporting goods brand circles.
.
Errea's move further divided the fan base that paid attention to Chen Zhuo. In the past, it was just Chen Hei and Chen Mi. Now those black people want to eat and sleep with Chen Zhuo. Why on earth do they hate Chen Zhuo, just like they did when they abused Yao Ming and Liu Xiang?
, the superficial reasons are all kinds of strange, and the underlying reasons are unknown.
This unexplainable situation has also made Chen Zhuo's popularity close to bursting. In the warm-up match against Inter Milan on August 23, the Meazza Stadium in Milan was packed. Inter Milan fans wanted to see this 125 million pound jersey.
What does a Chinese guy look like with endorsement fees? AC Milan fans have mixed feelings about this Chinese guy. They were the ones who expressed distrust before, but now they are the ones who are looking forward to this guy's return as soon as possible.
"It should be rare for a warm-up match to have such a high attendance rate. It is precisely because of this that the wealthy teams in the European League will arrange the warm-up match into a commercial event and go to Asian countries to dig for gold..." Zhang Jun
Chen Zhuo's rapid rise to fame was unexpected. The ratings of this game in Hong Kong have exceeded the historical ratings of Serie A live broadcast in Hong Kong. Although there is still some gap between the ratings of the Premier League and the Premier League, this
It’s a warm-up match!
"In my mind, this kind of ratings figure should be from the years before the Italian Serie A entered China..." Zhang Lu said with emotion.
Liu Hongjian continued what Zhang Lu said: "The era that Director Zhang mentioned was already nearly twenty years ago. At that time, professional football in China was just starting... If I can't think of any surprises, Chen Zhuo might be
Deeply influenced by Serie A..."
The two of them were talking to each other, about the Three Musketeers, the Troika, Maradona's Naples, Totti's Roma, Batty's Viola, Miura Zhiliang and Ma Mingyu, basically.
Those fans who can understand on the Internet are already old...
