Chapter 344 The craziest price in history! Yang Cheng's success can be replicated! The first step to globalization [Subscribe]
Training preparations for the new season are about to begin.
After returning to the UK from the Netherlands, Yang Cheng began to work intensively.
On one hand, he was remotely controlling the progress at the FIFA headquarters in Zurich, Switzerland, while on the other hand, he was preparing for the "Summer Investment Promotion Conference" for the Chinese in Bayswater.
This investment promotion conference is still very popular in the industry.
This was the first time that Yang Cheng connected several of his clubs and started recruiting investors at the same time, and the scale of the move was truly extraordinary.
Not to mention the Chinese in Bayswater.
Atalanta was the runner-up team in Serie A last season and has been participating in the Champions League for consecutive years.
Nice was the French Ligue 1 champion last season and is at the level of the Champions League semi-finals.
Although Malaga is a newly promoted team in La Liga, Pellegrini is a famous coach and this young team is still quite competitive.
At least, in last season's Spanish King's Cup, they defeated two La Liga teams.
There is also Twente, which has always been a mid-table team in the Eredivisie. Now it has invited the famous local coach Peter Bots and has made great efforts to introduce a large number of young players, injecting vitality into the team.
Especially the joining of Heerenveen captain and midfield core De Jong has made Twente's performance in the new season highly anticipated.
Even in faraway Brazil, Palmeiras not only won the Sao Paulo State League Championship, but is also in the leading position in the current Brazilian League.
As the Times and the Guardian mentioned in successive reports.
Yang Cheng and his team's attack was a dimensionality reduction attack on the whole of Europe and even the entire world of football.
And their most core weapon is methodology!
These two authoritative media outlets have reported and analyzed in great depth the changes that Yang Cheng's teams have undergone over the past few years.
Bayswater Chinese is undoubtedly the benchmark set by Yang Cheng, and it is also the team he has poured many years of hard work into building.
But this team was different from all the others right from the start.
It is even completely different from top teams like Real Madrid, Bayern and Manchester United that have introduced modern management and have strong commercial operation capabilities.
The reason is that the successful model that Yang Cheng created for the Chinese in Bayswater can be replicated.
From Bayswater Chinese to Nice, then to Atalanta and now to Malaga, Twente and Palmeiras.
Yang Cheng and his team are replicating the successful methodology of Bayswater Chinese to other teams.
Maybe it may not seem very successful in the short term, but in the long run, success is inevitable.
For example, Atlanta.
Atalanta only sold one midfielder this summer, Biglia.
The 29-year-old Argentine midfielder brought Atlanta a transfer fee of 30 million euros.
But Atalanta only paid 10 million euros to sign Immobile.
With one in and one out, Atalanta earned 20 million euros.
And all the fans who watched Atalanta's games last season will not worry about the impact of Biglia's departure on the true blue and black, because they still have midfielders such as Bruno Fernandes, Brozovic, Cristante, Barrera, Milinkovic-Savic and so on.
With such a lineup configuration, Atlanta's midfield is still full of competitiveness in the new season.
Juventus, Roma and Inter Milan want to poach Felipe Anderson, but they simply cannot meet Atalanta's requirements.
AC Milan wanted to poach Bonaventura, but was also rejected.
The Atlanta youth player even stated that he hopes to play in the Champions League.
This was a devastating blow to the Rossoneri fans.
Some fans even threatened to prevent Atalanta from playing in the Champions League at the San Siro Stadium in the new season.
The biggest suspense of Immobile's joining is whether he can regain his form. If Immobile can regain the form he had in Turin, Atalanta will likely challenge for the Serie A title in the new season, which will be an unprecedented charge for the true Nerazzurri!
In Atalanta's history, they have never won the Serie A championship.
Even if the charge fails, what about next season? What about the season after that? With Atlanta's current club management, when the new stadium renovation is completed, they will be completely renewed and usher in a transformation.
By then, they will become one of the very few teams in the entire Serie A that owns their own stadium.
"If we look closely, we can easily see that Atalanta is following the same path that Nice took and succeeded in."
“Maybe the scenery on either side of the road is different, the potholes on the road are different, but their direction is the same.”
"This is what we call a methodology that Yang Cheng and his team have summed up from the success of the Chinese in Bayswater."
"He's applying that methodology to other teams."
"Nice succeeded, Atalanta basically succeeded, and next, Palmeiras, Malaga and Twente will definitely succeed too!"
Both The Times and The Guardian have stated that everyone in the industry is paying close attention to the upcoming investment promotion.
This represents sponsors analyzing the model of Yang Cheng and his team from a business perspective.
This is a first in the industry! "In the past, there were also many capitals or consortiums that owned multiple clubs at the same time, but in order to avoid the rules, they would take various methods to circumvent or conceal their tracks."
"But no one has ever been like Yang Cheng and his team, who directly presented everything and accepted everyone's supervision, but at the same time opened up an unprecedented business model."
Both the Times and the Guardian concluded that if sponsors all support Yang Cheng's approach, then in the future there will surely be more and more capital and consortiums that will emulate and learn from Yang Cheng's model.
For example, Manchester City.
Blue Moon has now begun to announce the establishment of City Football Group in a high-profile manner.
The consortium from Abu Dhabi is also ambitious to build its own football empire around the world.
"They all clearly saw the advanced nature of Yang Cheng's model."
"But the challenge is that many capitals and financial groups don't even understand how to run a club. Blind expansion will only put the cart before the horse, and even lead to irreversible consequences."
…
When Hans-Dieter Fricke, who had just finished his vacation, knocked on Yang Cheng's office door, Yang Cheng was wearing headphones and using a tablet computer to have a video conference with Mark Pease and others in Zurich.
Motioning for Frick to sit down, Yang Cheng continued the meeting.
The meeting lasted nearly an hour.
The two parties attending the meeting were members of the Supervisory Board headed by Mark Peace, and members of the FIFA Reform Group headed by Vice Presidents such as David Gill. The content of the meeting was FIFA's next reform move.
Yang Cheng didn't have to say a word during the whole process, he just listened.
But he had to be there.
"I've been really busy lately and haven't had time to go, but they suggested that I attend via video, and I couldn't refuse."
When Yang Cheng ended the meeting, he explained to Frick with a wry smile.
The entire meeting lasted three hours.
The main reason is that there are too many things to do.
I sat there with my whole body stiff.
Yang Cheng suggested going out for a walk.
As soon as Flick returned to the club, he heard about Yang Cheng.
After returning from Zurich, I have been busy every day. I also went on a tour around the country, from Brazil to Spain to France to Italy, and finally back to London from the Netherlands.
Your Excellency is busy!
Frick now fully understands the meaning of this sentence.
Brent Training Centre is huge! It is divided into two areas, the first team in the south and the youth training camp in the north.
Both districts are next to the Brent Reservoir, but in different locations.
Near the reservoir, the Bayswater Chinese designed and built a very beautiful waterfront walking trail.
Just downstairs from the players' dormitory building.
In the dormitory, they can overlook the entire Brent Reservoir, and the scenery is very beautiful.
In their spare time, they can relax on the waterfront walking trail.
Even among the Chinese in Bayswater, some consensus has been reached.
The sunrise on the waterfront promenade on the first team's side is beautiful, but the sunset on the youth team's side is the most worth seeing.
It is now time for Yang Cheng and Flick to watch the sunset while walking on the first team's waterfront walking trail.
But when the lights are turned on, it has a different flavor.
"Hans, you've been in our club for a year, how do you feel?"
Yang Cheng asked casually as he walked.
"Good, everything is fine," Frick replied.
He is not a worldly-wise man. He has spent some time in big teams like Bayern, and has visited and toured many top teams.
So he knew that the kindness of the Chinese in Bayswater was really good.
"What do you think about the team's new season?"
Flick didn't think much about it and replied casually: "Our current age structure is very good, with a reasonable combination of old, middle-aged and young players. I think we will still be very competitive in the new season."
Among the veterans, Pepe, Thiago Silva and Piszczek are still very competitive.
The condition is maintained very well.
Giroud and Modric are both 29 years old, in the golden period of their careers, and in very good form.
Not to mention young people.
Sterling, Luke Shaw, Harry Maguire, John Stones, Harry Kane and others.
Although Aaron Ramsey has been famous for many years, he is actually only 24 years old.
De Bruyne is also 24 years old now.
Now, the age structure of the entire Chinese population in Bayswater is at a stage that is very suitable for achieving good results.
If we don’t count the young players promoted from the youth team, the average age is 25.47 years old.
Even if Solanke, Declan Rice and Arnold are included, the average age is 24.42 years old.
It can be said that this is a very, very appropriate age.
If Yang Cheng is allowed to lead the team personally and devotes his full attention to the team, he can guarantee that for many years to come, no team in the Premier League or Europe will be able to match the Bayswater Chinese.
His team will sweep the entire world of football! Flick's view on the current situation of the team is similar to Yang Cheng's.
Yang Cheng also asked him what he thought of the team's next step. Flick then realized that this was another personal interview by the boss.
So he thought about it seriously for a while.
"To be honest, from the current perspective, I think that for many years to come, we will still have to rely on a group of midfielders such as Toni Kroos, Modric, De Bruyne, Aaron Ramsey and so on as the core."
"Looking at the current European football scene, there are basically very few midfielders like them."
Yang Cheng smiled slightly.
He was quite satisfied with Frick's answer.
Toni Kroos and Modric are indeed a midfield combination that is difficult to replicate.
Players like them are becoming less and less common.
But it doesn't really matter.
Yang Cheng was not belittling the two of them. On the contrary, he felt that it would be difficult for anyone to replicate their success in the future.
It’s as if Barcelona will never be able to replicate Habasit’s success.
Every player is unique.
But football is always moving forward.
Without this type, there will be other types of players.
When combined together, it is a classic combination and can play a key role.
This is a trend and also a necessity.
"In Malaga, there is a Dutch midfielder called Frenkie de Jong, in Nice, Bernardo Silva is also very worth looking forward to, and there are also Barella and Tonali in Atalanta..."
Yang Cheng named many players from many teams in one breath.
He feels that when these players grow up in the future, Bayswater Chinese will have a very wide range of midfield options.
Of course, after the overflow, some players will definitely be poached by other top teams at high prices.
This is inevitable.
Frick was surprised.
He didn't expect that Yang Cheng had quietly made so many preparations.
Is this to bring all the young talents from around the world under his command? "The midfield combination of Toni Kroos and Modric will have at least 8 to 10 years of peak period. Just look at the way they play and you will know."
The first part was fine, but the second half was definitely a complaint.
Frick himself couldn't help laughing.
He felt that most of the complaints were about Toni Kroos.
Of course, Flick would never doubt Yang Cheng's preference for Toni Kroos.
But I have to say that Toni Kroos is indeed a bit "lazy" when playing football.
This kind of "laziness" does not mean that he is not attentive or does not work hard, but rather a kind of cleverness and wisdom.
What Yang Cheng meant was that smart people like them tend to have long careers.
Flick had played football himself, so he knew what Yang Cheng meant.
10 years? Toni Kroos is fine, he's only 35.
Modric is almost 40.
Can he endure it?
But think about it again, although Modric looks thin and weak, he has a tenacity deeply hidden in his bones.
Frick actually thinks it is possible.
"Hans, I'm going to give you a task now."
Frick nodded and agreed, "You go ahead."
"I will give you one year to complete a plan, which is how Bayswater Chinese football will continue to develop and remain competitive in the next few years, starting from the summer of 2016, and how the transfer process will work..."
Frick was stunned.
Of course he knew what this meant.
But even though he had this thought and purpose when he came to Bayswater Chinese a year ago, it was still a bit unexpected for him.
Too fast! "The only thing that never changes is that it is always changing."
Yang Cheng laughed at himself.
His original plan was to let Flick slowly take over the team over three years.
But now it seems that if everything goes well, it will definitely be ahead of schedule.
The main reason is that he now has more and more things to do, so many that he really can't take care of so many things anymore.
He also thought about it, maybe he would just lead the team in games in the future and not participate in training or preparation.
This may seem like it would work, but it actually doesn't.
As the head coach of the team, if he cannot participate in the game, he doesn't know what the players are thinking, what they have trained, and how to target the opponents, then how can he direct the game?
Of course, he can rely on his understanding of the Premier League and European football over the past decade to cope with it for the time being, but what about in the long run?
Ferguson has not led the team in training and preparation for games for a long time, but he is involved in various tasks.
In other words, he knows everything about the team and is in full control of the entire process.
This is also the reason why Manchester United's performance plummeted as soon as he left.
Yang Cheng’s problem now is that he doesn’t have that much time.
Flick is the successor carefully selected by the technical team.
No matter in terms of ability, character, etc., we choose the best from the best, there is no problem.
After one year at Bayswater Chinese, he has built up a good relationship with the players on the team.
This is his character advantage and personal charm.
But what makes Yang Cheng most satisfied is his ability to learn and improve himself.
Didn't know English when he came here? One year later, he speaks English better than anyone else.
He not only learned English, but also Portuguese and Spanish because there were many South American players in the team.
Over the past year, he has quickly mastered all aspects of his business.
The technical team also speaks highly of him.
He also gets along well with everyone.
Of course, he is not the kind of person who would blindly cater to others and lose his own principles in order to maintain good relationships.
On the contrary, he has a principle that is unique to Germans.
This is very rare.
In general, Yang Cheng and the technical team have a high opinion of Flick.
"Don't put any pressure on it, Hans."
When Yang Cheng saw Frick's serious expression, he immediately laughed.
"You haven't passed my assessment yet, so I can't hand the team over to you for the time being, but I can guarantee that when you take over, you will have my utmost trust!"
Frick swallowed, feeling extremely excited.
This is the top super giant in the world of football! Taking over Yang Cheng's job is very stressful and challenging, but the temptation is also very great.
Once successful, he can become one of the top coaches overnight.
But is it really that easy?
"I will help you!"
Yang Cheng encouraged with a smile.
When it comes to matters like the transfer of power, Yang Cheng can think of so many ways.
For example, if the power of the team's metabolism is given to Flick, as long as he is not as stupid as Boas, he will be able to stabilize the situation in the locker room quickly.
You know, Flick is more than ten years more mature than Boas and has experience in leading the German national team to the World Cup.
This kind of handover between the Chinese at Bayswater is completely different from the handover between the head coach and assistant coach of other teams.
Yang Cheng will do his utmost to ensure that Flick takes over smoothly.
But that may not be the case for other teams.
In any case, this is both a challenge and an opportunity for Flick! …
The entire investment promotion conference was basically run by Adam Crozier and Omar Berrada's team.
This auction adopts an invitation-based and blind bidding model.
The so-called invitation system means that the team will contact and negotiate with some interested companies and brands.
Finally, a few places were finalized.
Then comes the blind bidding.
Each company will be given a code and all bids will adopt a unified format.
All companies participating in the bidding submitted sealed bids simultaneously and independently, without knowing each other's bids at all.
Then all the bids will be made public on the spot.
The advantage of doing this is that it is difficult for participants to form a collusion.
Each company participating in the bidding will give the maximum valuation it is willing to bear based on its own situation.
The open bidding that we often see on TV or at land auctions may seem exciting, but in fact, it is very easy to make mistakes or collusion.
Moreover, many large companies are actually unwilling to participate in this kind of open bidding.
The broadcasting rights of the Premier League are basically acquired through a secret bidding model.
Adopting a blind bidding model can also minimize the occurrence of passionate bidding that leads to inflated prices.
If it's a one-time deal, then there will definitely be no problem.
But what we are talking about now is a first contract of 5 years, and a business that will continue long-term cooperation in the future.
Reasonable valuation, healthy development, and win-win business are the long-term solutions.
When Yang Cheng arrived at the headquarters office in Grosvenor Square, he saw the three invited jersey sponsors.
It was not beyond his expectations.
Nike in the United States, Adidas and Puma in Germany.
Among them, Puma and Bayswater Chinese have been partners for many years.
But to be honest, in recent years, Puma's development has not met the expectations of the outside world.
"Can Puma eat such a big piece of cake?" Yang Cheng looked at Adam Crozier with concern.
Adam Crozier smiled bitterly and shook his head. "But now they are the only competitors who have the willingness and ability to compete with Nike and Adidas."
Among the current sports brands, Nike and Adidas can be said to be the two giants.
There is a huge gap between other brands and them.
This gap is not just about whether the sponsorship fee is more or less.
There is another point that many people have not noticed, that is brand influence and sales channels.
The club will receive a share of the profits from jersey sales.
Different clubs have different negotiating capabilities.
Those small clubs are unlikely to negotiate with Nike and Adidas.
People are not interested in sponsoring such a small team.
Even many well-known and prestigious teams went to negotiate, but the share of jersey sales offered by Nike and Adidas was very low.
But don't underestimate the profit from this share.
It’s also a lot of money every year.
Now, Yang Cheng is using the Bayswater Chinese to bundle together small teams such as Nice, Atalanta, Palmeiras and Twente, which were originally not taken seriously by Nike and Adidas.
Not only can they get big-name sponsors, but they can also negotiate a lucrative share of jersey sales.
It may not be obvious in the short term, but in the long run, the brand value of these teams will rise accordingly.
Apart from anything else, if you sign a big-name sponsor, wouldn’t it be much easier to negotiate with other sponsors later?
So, if nothing unexpected happens, it should be one of Nike and Adidas that wins.
Puma is just here to make up the numbers.
Of course, unless Puma is out of their minds, they will not make a bid that exceeds their capabilities when they bid secretly.
Yang Cheng had an idea in mind.
After discussing the specific bidding matters, the meeting was disbanded.
Yang Cheng and Xia Qing returned to her office.
The two of them closed the door and mainly discussed family matters.
Xia Qing wants to buy back Umbro's global brand.
But it would cost a fortune, an estimated $100 million.
Speaking of the British brand Umbro, it can be said that it has a tragic fate.
It was sold to Nike for more than 200 million pounds that year. Just four years later, Nike sold it to Iconix, a brand management company headquartered in New York, USA, for 200 million US dollars.
The company has many brands on hand and operates these brands in a light business model through relationships with large retailers in the United States and the world, such as Walmart, Macy's, etc.
From 2012 to now, in the past three years, Umbro has been getting worse day by day in the hands of this company.
The company’s current situation is not very good. Even its founder Neil Cole was forced to resign voluntarily and its stock price plummeted.
"I have actually talked to Paul Nugent, the vice president of marketing at Umbro, and others. In the past few years, whether they were at Nike or Iconix, they lost a lot, but they also gained a lot."
"They lost almost all of their endorsements, sponsorships, all of their soccer business, almost all of it."
"Now, in the English Premier League, where Umbro is based, the only team it sponsors is Everton. It has no other sponsors."
Nike's absorption of Umbro's football business was truly thorough.
This acquisition is indeed a good deal for Nike.
"But it is precisely in the past few years since being acquired by Nike that Umbro has also been promoted by Nike. Nike's original positioning of them was to upgrade from the original football brand to a lifestyle brand. This is a comprehensive upgrade of the brand."
"Nike's resources have greatly improved Umbro, from agent channels to marketing activities, and all aspects have been comprehensively improved."
"After being acquired by Iconix, a US company, they signed cooperation agreements with some of the world's largest and most well-known retailers, such as Walmart and Macy's, and also have partnerships with US online retailers, which are what our group lacks the most."
"In the past few years, the core of our Chinese Umbro brand has been "Love sports, love life". I think that acquiring the global Umbro can help us take a solid step towards globalization!"
At this point, Xia Qing told Yang Cheng that the sports brands under the Yang Group had revenue of more than 14 billion yuan in 2014, surpassing Nike in China.
The company's full-year revenue for 2015 is expected to exceed RMB 20 billion.
It has been the sales leader among domestic brands for many years in a row, among which the Umbro sub-brand has made a huge contribution and is very profitable.
Today, we must take this step towards globalization.
Acquiring Umbro Global is a very good opportunity.
Yang Cheng understood what Xia Qing meant.
Why did his father go to England to buy a club and establish Bayswater Chinese? Wasn't it because he hoped that one day he could use this football club to take the first step towards globalization and build a global sports brand that belongs to the Chinese? Now, with such an opportunity, he should really go global.
"What did my dad say?"
Xia Qing smiled brightly, "He left all matters abroad to me."
Yang Cheng immediately started laughing too.
If this could really be accomplished, it would fulfill the wishes of both my father and Lin Zhongqiu.
That’s a good thing too! …
The entire auction is actually divided into 3 rounds.
They are jerseys, chest ads and sleeve badge ads.
Among these, the two sponsorships that are undoubtedly the most eye-catching are jerseys and chest advertisements.
Three bidding rounds were held successively and bids were opened on the spot.
Among them, the jerseys and chest advertisements are from top sponsors and are exclusive.
The auction will still be held at the Lancaster Royal Hotel at the north gate of Hyde Park.
According to Yang Cheng, this is a blessed land for the Chinese in Bayswater.
On the day of the auction, many media reporters who had heard the news had already gathered outside the hotel.
This also allowed all potential partners who came to participate in the bidding to see the influence of Bayswater Chinese.
This is the most influential top football club in the world! There are only three brands participating in the jersey sponsorship auction.
But there are as many as 9 brands participating in the chest sponsorship auction.
There are as many as 15 brands participating in the bidding for the armband sponsorship.
This actually reflects many problems.
Mainly because the sleeve sponsorship is not expensive, many potential brands, even some of Bayswater Chinese’s current sponsors, are very interested.
After the sponsorship, we can take advantage of the popularity of the Chinese in Bayswater when marketing.
It is normal to have less jersey sponsorship.
There are only a few sports brands in the world that have such large-scale sponsorship. Even brands like Under Armour and New Balance, which have developed very rapidly in recent years, basically do not have such strength.
And everyone is looking at Nike and Adidas.
These two major sports brands also attach great importance to it.
At the hotel entrance, when interviewed by the media, they all showed their determination to win.
It sponsored 6 clubs at once, covering the Premier League, La Liga, Serie A, Ligue 1, Eredivisie and Brazilian leagues, and all of them are teams with great development potential.
This will undoubtedly provide great help to the two major sponsors.
Especially the Bayswater Chinese.
In 2014, Adidas snatched the Red Devils Manchester United from Nike and offered a sky-high price of 750 million pounds over 10 years.
This gave Manchester United its highest ever shirt sponsorship.
On the contrary, it was the Chinese from Bayswater who signed a £30 million contract with Puma in 2011.
This seemed like a sky-high price at the time, but now it has been surpassed by many top teams.
This time, the auction once again became a stage for the two top sponsors to compete with each other.
It has even been said before that one of the important reasons why Nike gave up Manchester United was that it wanted to do its best to win the sponsorship from the Chinese in Bayswater.
Yang Cheng attended the auction in person and met many old acquaintances.
Prudential Insurance also participated in the bidding for chest advertising sponsorship.
In the past few years, Prudential Insurance has also benefited greatly from its cooperation with Bayswater Chinese.
Especially the reputation of Prudential Stadium has made Prudential Insurance earn a lot of money.
Now, they are also determined to get chest sponsorship.
In the large banquet hall of the Lancaster Royal Hotel, after some preparations, the auction officially began.
Bayswater Chinese, Nice, Atalanta, Malaga, Twente and Palmeiras all arranged senior management to come to the scene.
After the auction is over, they will need to sign the contract.
Commercial director Omar Berrada presided over the auction.
Yang Cheng went on stage and gave a speech before bidding.
The main purpose is to explain his judgment on the current and future development trends of world football, and to introduce the benefits that can be brought by the alliance model of Bayswater Chinese and several other clubs.
He believes that this model will comprehensively drive the rapid development of several other clubs and make them the most competitive teams in their respective leagues.
This has been proven in Nice and Atalanta.
The same will be proven in Malaga and Twente next.
As for Palmeiras, Yang Cheng believes that this is a brand new breakthrough into the BRICS countries.
"We are the only club in the Brazilian league that is currently acquired by foreign capital. The whole of Brazil, and even the whole of South America, is paying close attention to the development of Palmeiras and is full of expectations."
Yang Cheng is convinced that the successful methodology of the Chinese in Bayswater will be successful in South America even if it goes beyond Europe.
This is a very important step for future global expansion! And this kind of globalization is a very attractive opportunity for all partners who are committed to globalization!
Yang Cheng's speech received warm applause, and then the notary introduced the auction process and rules.
The first item to be auctioned was jersey advertising sponsorship.
Although the colors of the jerseys of the six clubs are different, they all require the winning sponsor to design home, away and third jerseys that cater to their fans based on the cultural characteristics of each club.
In addition, there are other more detailed restrictions on sales channels, product listing, etc.
If they were to recruit investors individually, teams like Nice and Atalanta would never be able to offer such conditions.
Even looking at European football, there are only a handful of top teams that can offer these conditions to sponsors such as Nike and Adidas.
Since there were only two sponsors, they quickly came forward to submit their bids.
After that, representatives from the nine sponsors bidding for chest advertising sponsorship came forward to submit their bids.
Finally, there are 15 sponsors bidding for the armbands.
The entire bidding process is witnessed by a notary public and is legally effective.
After all the companies participating in the voting had submitted their bids, Adam Crozier walked onto the stage and began preparing to open the bids.
At this moment, everyone in the venue was already very nervous.
The first auctions to be opened were the three for jersey sponsorship.
Although they used code names, everyone knows Nike, Adidas and Puma.
After the bidding was opened, Puma offered the lowest bid.
The German company was only willing to offer £600 million in sponsorship.
That's £120 million per year.
But another company offered a sky-high sponsorship of 140 million pounds, with a total value of 700 million pounds.
However, the highest offer came from No. 3, who offered £150 million, with a total price of £750 million.
There was an uproar in the whole audience.
If Manchester United's 750 million pounds lasted for 10 years, then this 5-year 750 million pounds would be the craziest price in the history of world football! The entire venue was shocked.
And the final result is, Nike!
The Nike representative also seemed extremely excited, and it was obvious that he was determined to get this sponsorship!
This is a result of comprehensive calculation. It doesn't really matter what percentage of the Chinese players are in Bayswater and what percentage are in the other five teams.
Let Yang Cheng and his team slowly settle the bill! After the bid was opened, the atmosphere on the scene immediately became lively.
As if inspired by the sky-high sponsorship just now, everyone became excited.
The second bid was for the jersey chest advertising sponsorship.
A total of 9 companies participated in the auction this time.
In addition to Prudential Insurance, which has been cooperating with Bayswater Chinese for many years, there are several other companies, including an Internet company from the United States.
But almost everyone thinks that Prudential has basically won the game.
Because this company has very deep cooperation with Bayswater Chinese, including cooperation with Prudential Stadium.
Previously, they were considering signing stadium naming sponsorship contracts with four other teams besides Bayswater Chinese and Palmeiras.
Palmeiras' stadium title has been sold to Allianz Insurance.
In recent years, famous insurance companies around the world have been competing for the naming rights of the stadium and snatching this landmark building.
It is worth mentioning that both Allianz and AXA insurance companies also participated in the auction for chest advertising.
Obviously, the competition is fierce.
But what surprised everyone was that the first bid made everyone in the audience stunned.
In particular, representatives of insurance companies such as Prudential, Allianz and AXA.
Their faces all changed.
Obviously, this offer was far beyond their expectations.
Bidder No. 1 directly offered a price of £700 million for five years, or £140 million per year.
Everyone in the audience was in an uproar again.
As the name suggests, chest advertising sponsorship is generally weaker than jersey sponsorship.
This is not without reason.
After all, sports brands that sponsor jerseys can earn more profits from the sales of jerseys and other merchandise, as well as the brand value brought by football.
So they will definitely be willing to invest more than sponsoring chest advertisements.
The outside world's best expectation for this chest advertising sponsorship was 500 million pounds, or 100 million pounds per year.
In the subsequent bidding price, Prudential offered 600 million, or 120 million pounds per year.
This is actually quite high.
So they appeared to be very confident before and there were no problems at all.
But they never expected that there would be someone taller than them.
And it was so much higher! When Adam Crozier announced the winning bidder, everyone was surprised again.
It turned out to be the Priceline Group, an online travel platform from the United States that they had never paid attention to before.
This American Internet company has been frantically expanding and acquiring companies around the world in the past few years, showing great ambition. This time, they also hope to quickly make a name for themselves around the world by sponsoring Bayswater Chinese and five other companies.
Everyone was shocked!
I was really shocked!
Two contracts, which will bring in at least 1.45 billion pounds in the next five years! Is this a football club? No, this is simply a money printing machine!
Neither Yang Cheng nor Xia Qing expected the reaction to be so enthusiastic.
The final bid is for the sleeve advertising of these six clubs.
Although there were the most companies bidding, the amount was the smallest.
In the end, it was bought directly by Vodafone for a total price of 150 million pounds over five years.
In this way, in the next five years, the three sponsorship contracts for jerseys, chests and cuffs will bring a staggering £1.6 billion in revenue to Yang Cheng's six clubs.
The entire auction venue was plunged into a state of chaos.
When the auction results came out and spread outside, the media reporters waiting outside went crazy.
No one expected that it could be sold at such a high price.
£1.6 billion over five years! Oh my god.
What does this mean? An annual income of 320 million pounds! This amount of money is enough to make the world's top teams dreadful! Manchester United, Real Madrid, Bayern...
Among all these top teams, which one can reach such an astonishing level?
A large part of them come from the Chinese in Bayswater.
It has been estimated before that if Manchester United's jersey sponsorship is 75 million pounds a year, then the Chinese in Bayswater will be at least over 100 million.
Now, the results are out! The media reporters at the scene were immediately in a mess.
Some of them made phone calls, some sent tweets, and some even squatted on the side of the road and started writing articles, preparing to send them out as soon as possible.
Inside, a series of signing ceremonies were taking place.
After all the contracts were signed, a press conference was held on site.
All media reporters were invited in.
Adam Crozier proudly announced the result of the auction and said that the auction ended successfully!
As the club's CEO, Adam Crozier is convinced that in the next five years, Bayswater Chinese and the other five alliance clubs will continue to bring more commercial benefits to all sponsors and partners.
"At least, over the past few years, all the brands and companies that have worked with us have praised us highly, and our reputation in the industry is obvious to all!" Adam Crozier smiled proudly.
No one would doubt the commercial value of the Chinese in Bayswater.
Five consecutive Premier League titles and four consecutive Champions League titles are all history-making achievements that make this club even more special.
Especially now.
Yang Cheng even became the chairman of the FIFA Supervisory Board!
Everyone knows that Bayswater Chinese and the other five teams will surely have greater development.
Yang Cheng and Xia Qing were also happy to accept interviews from media reporters.
They all expressed their gratitude to all sponsors, partners, and companies that participated in the auction.
This is an affirmation of the Chinese people in Bayswater! It is also a recognition of the entire business model.
After Yang Cheng finished the interview with the media reporters, people from Prudential Insurance specially invited him aside and persuaded him to give the naming rights of several stadiums to Prudential Insurance no matter what.
But at this moment, how could Yang Cheng agree? Of course he just made up an excuse.
But the impact of this auction is still fermenting.
It even exceeded Yang Cheng and everyone else's expectations.
(End of this chapter)
Continue read on readnovelmtl.com
