Top of the Great Era

Chapter 1321 The Magical Internet
The team's advertising revenue is mainly divided into three categories: jersey and sneaker sponsorship, jersey chest advertisements, and stadium billboards.

The sponsorship of jerseys and sneakers is to cooperate with sports companies, such as Nike, Puma, Adidas and other companies, to help them sell jerseys and sneakers.The jersey chest ad is the big ad on the jersey chest.

These two advertising revenues are the main source of team sponsorship revenue.

It is also the most important marketing promotion of each club.

In comparison, the billboards of the stadium are very shabby.Even for Premier League giants like Manchester United and Liverpool, there are very few advertisements on billboards.

It's not that the resources are bad, but that the team's business operations are really bad.

If it is some small teams, it will be even worse, and they can only cooperate with some local companies.Because marketing is far from enough.

For example, when Manchester United came to Japan this time, Santoko helped Manchester United get three advertising sponsorships, Honda Motor, Yanmar agricultural vehicles and nutritional supplement product Manda.

Fortunately, Honda is a world-class giant. They have a professional marketing planning department. If you have similar needs, you can take the initiative to find Manchester United.

But here comes the question, why does Honda want to find Manchester United?Is there any data to support it?
In Japan now, Serie A is the most popular, because Japanese overseas players mainly play in Serie A.Manchester United's ratings in Japan are far behind Arsenal.

Ferguson's football is very good at winning championships, but it is not good-looking at all, far worse than Arsenal.

In this case, Honda Motor has no rigid demand to cooperate with Manchester United, and wants them to take the initiative to come to Manchester United to cooperate...Why should they?
This is especially true for Yanmar agricultural vehicles and Manda, a nutritional supplement product.

The reason why these two companies will cooperate with Manchester United is because his products are mainly sold to Southeast Asia, Thailand, Malaysia and Singapore.

And Manchester United has an absolute dominance in Southeast Asia.

This can be regarded as a rigid demand, and they all eagerly hope to cooperate with Manchester United.

But these two are small regional companies.

Let them take the initiative to contact Manchester United?How to contact?Fly to Manchester and take the initiative to come to your door?£10 round-trip travel costs are a lot of money, so forget it.

This is true for Manchester United, and it is even more true for other European teams.

The main reason is the lack of communication bridges between European clubs and global companies.Especially overseas small and medium-sized enterprises have almost no chance of contacting European teams.

Manchester United in later generations, through the commercial operation of San Dezi, built a business empire with more than 60 partners, making Manchester United's commercial advertising revenue rank first in the world all year round, surpassing Real Madrid and Barcelona.

However, there is only one San Dezi in European football.

Manchester United can do it, what about other teams?
A billboard for a sports team, better than an elevator ad for an apartment building, right?Focus Media was able to run the elevator advertising business in a booming manner, making it a large company with an annual revenue of several billion.

European football field advertisements can't work?

This is like sitting on a golden mountain and complaining about being poor.

This is also related to the inherent thinking of football, such as the internal disagreement of Manchester United this time, San Dezi worked hard to attract three sponsors for Manchester United, but was scolded by David Gill and Ferguson...

Regardless of whether it is at home or abroad, reform is a very complicated project.

At least in the previous life, European football remained almost unchanged.Even if some people want to guide reforms, such as the UEFA Super League, this is also the reform of the most traditional thinking, and they still want to seek changes in the game mode.

It's a bit far from Zhou Buqi's level.

What he wants to do is "Internet + football". He wants to use the influence of football to help Ziweixing's European business gain a firm foothold and become an Internet giant that can firmly take root in Europe.

In this way, even with the collective suppression of Silicon Valley giants and the endorsement of China, Japan, Korea and Europe, Ziwei Star still has the power to fight!
San Dezi obviously couldn't keep up with Boss Zhou's thinking. He is a business genius, but he is only a businessman in the traditional sense and lacks understanding of the Internet.

"The operation mode of this billboard is too complicated."

"Not complicated."

"Isn't it complicated?"

San Dezi smiled wryly, and it was bidding ranking, and various refinements... He really didn't understand it.

Zhou Buqi glanced at him, "So I told you to go to Focus Media to learn."

San Dezi took a deep breath.

Now I understand it.

The big boss had already planned it out and planned everything.Taking advantage of the internal differences among the three sponsors this time, the plan was deployed.

San Dezi said with a wry smile: "Even if Manchester United can solve it, there are still obstacles on the customer side. We can't send sales to the world and let them pull orders for Manchester United, right? In that case, their travel expenses may be higher than the order amount Still big."

Zhou Buqi said: "So we need a platform."

"platform?"

San Dezi was slightly taken aback, and only then did he realize what this young boss's main business was.

Zhou Buqi smiled, "An advertising platform about team sponsorship. Besides, why must it be a stadium billboard? Can you open your mind a little? On the toilet door in the stadium, on the table in the coffee shop, on the wall of the corridor, news The background wall of the press conference, the background wall of the interview after the game, there are too many advertising resources in the stadium."

"Uh……"

San Dezi twitched the corners of his mouth, not knowing what to say.

I feel that the big boss is really a whimsical idea and a big brain hole.

Ha ha!

Now many teams can't even spread billboards on the stadium, and they don't have sponsors at all.In this case, what kind of table advertisements, background wall advertisements, toilet advertisements should be done... I think too much?
Zhou Buqi said indifferently: "Ziweixing has established a subsidiary company dedicated to the market development of the football industry. It will start to build an advertising platform. Manchester United only needs to put the advertising resources on it, and then customers around the world can watch it through the Internet. When we arrive, we will place an order through bidding and pay the money to Ziweixing. Ziweixing will then connect with Manchester United, bid for ranking, place advertisements, and pay fees.”

San Dezi was slightly surprised, "So the process of bidding ranking does not need to be done by Manchester United, but by Ziweixing's platform?"

"I told you to do it, can you do it?" Zhou Buqi was a little amused and shook his head, "This requires algorithm processing, especially detailed analysis. For example, the analysis of Manchester United VS Liverpool and Manchester United VS Fulham. The rebroadcast rate, the calculation of the audience, and the specific data are provided to help advertisers to analyze. This is much better than the advertisers in the past who just placed advertisements without getting any data.”

It is almost impossible for Manchester United to do this kind of thing.

But Ziweixing is very simple.

It's all ready-made business.

Ziweixing has its own integrated advertising platform, which provides advertising resources from Youyou.com, Toutiao.com, Xiaonei.com, Helo and other platforms.

Merchants can conduct a comprehensive analysis based on their own needs and the data provided on the platform to determine what kind of advertising resources are most suitable for them.

San Dezi is deeply convinced, "Yes, the reason why advertisers are cautious about placing stadium advertisements is that they cannot evaluate the effectiveness of advertisements. Neither the broadcaster nor the club can provide effective data. This gives the client company's advertisement The planning department caused a lot of work difficulties."

Zhou Buqi said: "Many small companies, such as Yanmar's agricultural vehicles, will not need players to come forward for this kind of small business. They place orders directly on the platform, and Ziwei Star transfers them, and the transaction is completed. To Manchester United For example, the procedure of signing a contract is missing.”

"No contract?"

San Dezi couldn't believe it.

"Internet contract, network agreement." Zhou Buqi glanced at him helplessly, "Don't you even understand Google? Google's advertisements cover the whole world. If one customer after another signed contracts offline, would they be able to sign?" ?”

At this moment, San Dezi was ecstatic, "This is great! This is great! If there is no offline contract, Ferguson and David Gill will have nothing to say!"

If it is an offline signing, it is necessary to pull a few players over to the platform.This kind of business activity will distract players and have the potential to affect their competitive state.

If Ziweixing can build an advertising platform and skip the offline signing process, this contradiction can be avoided.

It turns out that this is the Internet!
It was amazing!
Zhou Buqi said: "However, for some local business cooperation and cooperation with large companies, offline signing is also indispensable. As I said just now, a new reward mechanism should be given. For example, star players like Rooney. Every time he participates For offline activities, the club will pay an extra amount of money, and even give Ferguson a fee. In this way, conflicts can be resolved and the enthusiasm of star players can be improved at the same time.”

This kind of offline signing is not a personal sponsorship, but a team sponsorship. All advertising revenue belongs to the club, and neither the coach nor the players can share the benefits.

This will dampen everyone's enthusiasm.

This is still to learn from Hollywood.

In order to stimulate the development of peripheral copyrights and derivative copyrights, Hollywood movies will give some relevant staff some income dividends, so as to increase their enthusiasm for work.

The more you share, the more talent you earn.

When the money is in place, the resistance between reform and Ferguson can be reduced, the differences within the club can be resolved, and Manchester United can be built into a smooth-running machine.

San Dezi now understands what Boss Zhou wants to do. His ambition is not just a Manchester United. He is indeed a world-class entrepreneur. He said with emotion: "Zhou, Manchester United is just the beginning, right? Your advertising platform is I want to bring in all the clubs in European football."

Zhou Buqi said frankly: "Of course, football is the largest sport in the world. As far as the eye can see, European football is full of gold, but practitioners are like blind people who can't see anything. Even many small and medium-sized teams are on the verge of Bankruptcy, it’s so sad. Don’t talk about the Premier League team, let’s talk about the League One. The offline and online audiences of each game are at least hundreds of thousands, which contains huge advertising development value. Especially local Merchants, the effect is doubled. What is missing is such a platform and related data analysis of advertising benefits.”

"So, start with Manchester United?"

"Yes, first use Manchester United as an experiment to find out the model. After straightening out, it will be promoted on a large scale."

"You bought Manchester United..." San Dezi glanced at him, "Is this your real purpose? To get to know European football through Manchester United, so as to promote your Internet industry to enter European football."

Zhou Buqi looked stern, "Nonsense! I have been a Manchester United fan for decades! Don't spread the word everywhere!"

(End of this chapter)