Objectively speaking, the biggest difficulty in this World Cup qualifying tour is not the quarterfinals, but in the previous group knockout games, China, Kuwait, Malaysia, Hong Kong, China, only four can be played out, which is the most important for the Chinese team. dangerous. After the quarter-finals, China, Saudi Arabia, South Korea, and Uzbekistan will be a lot easier.

Therefore, when the Chinese team successfully exits from the group, the prospects for the Chinese team to play in the World Cup again become increasingly clear. The attractiveness of the Chinese national team's matches has become stronger and stronger. Against the background of the attention of almost the entire nation, a series of business "miracles" set by the Milu national team four years ago have begun to inspire and stimulate the nerves of businessmen.

The business development department of the Chinese Football Association has begun to flow.

After defeating Saudi Arabia in the group match on March 30 this year, and by the way won three consecutive victories, almost stepping on the qualifying threshold, the most cautious and conservative companies could not bear it. Among them, jersey advertising, stadium advertising, general commercial advertising swarmed. And the core of them is actually the sneaker advertisement!

Nike and Adi confronted each other and did not give up.

81 years ago, when the 81 Olympics entered the overseas competition, something very unpleasant happened due to the problem of the shoes. At that time, the sponsors of the Olympic team were Adi, and the sponsors of individual players were Nike, which made the players very difficult. Not wearing the shoes of the national team sponsors will face disciplinary punishment of the national team; wearing the shoes of the national team will face penalties such as deduction of sponsors.

Later, the Football Association came forward in person, and all aspects of work were barely suppressed.

Similarly, this national team is also facing this problem. For example, Zheng Zhi is wearing Nike and Li Weifeng is wearing Reebok. This is all trouble. Because the Chinese team returned to the World Cup two years ago, Adi signed a sponsorship agreement of 10 million US dollars with the Football Association and signed the entire Chinese national football team.

Now the problem is coming. The Chinese team hopes to play in the World Cup for the second time, and the team has more than 10 overseas players, which is inconsistent with the previous three or four overseas players. And with the collective rise of a new generation of players such as Wang Ai, Bai Guanghai, Luo Tongliang, Chen Yang, etc., from the point of view of combat effectiveness, it is far stronger than the previous one.

In other words, at the World Cup next year, the Chinese team is likely to create historic results again. And every time you play in the World Cup, it means that the endorsement rate of the endorsed advertising brands is more than 90 minutes, and this market is not just Chinese or the world.

Therefore, in March, China won three games and three wins. When the qualifying was very bright, Adi, Nike, Anta, Reebok, Xtep plus Li Ning and so on all focused on the men's football. Because Adi had a contract before, other brands focused on their individual contracted players, requiring them to wear endorsement shoes in order to poke the corner of Adi.

Of course, Adi didn't do it. As a result, Zheng Zhi, Li Weifeng, and others who were torn apart on both sides were in a dilemma. Because when they signed the contract, not only the liquidated damages, but also the amount of liquidated damages was large. For example, Zheng Zhi's endorsement fee is only several hundreds of thousands a year, but the penalty is up to eight million!

It is also pitiful to say. The captain of Zheng Zhi ’s Chinese national team signed the international giant Nike. The endorsement fee for the first year was only 500,000 yuan, which rose 50,000 a year and capped 850,000. The NBA star LeBron James, who signed with Zheng Zhi the same year, is $ 90 million in seven years, a hundred times worse. In other words, Nike is throwing a small change of 70,000 to 80,000 US dollars to Zheng Zhi. What he sees is the growth of the Chinese market, but he does n’t take him seriously at the moment. One million U.S. dollars.

The main reason is that the Chinese are very poor these days. The monthly salary of the middle and lower classes is only a few hundred yuan, and they have thousands of pairs of shoes. Therefore, very few people can buy shoes. shoe. In short, don't look at the professionalization of Chinese football this year. In terms of market maturity and legal integrity, it is far worse than foreign brands.

Wang Ai did not have this problem. He, Bai Guanghai, Luo Tongliang, or the entire Tubingen system, as long as they did not sign a contract in China, they all signed with Adi in Germany. Wang Ai explained to them: go to the countryside as usual. In order for Chinese football to take root in Germany, localization is necessary. We cannot do nationalization of race and nationality, but we must move closer to Germany in culture and commerce.

Of course, Adi's willingness in this regard is also important. The early investment from Wang Ai was because of seeing Wang Ai's future growth. Once Wang Ai became bigger in the national team, Adi took the opportunity to settle in China. Position, this is called mutual benefit and win-win situation.

Compared with Adi, Wang Ai doesn't feel much about Nike, not that Nike is not good, but football is not good in the United States, and football is too good in Europe. Chinese football is weak and you have to listen to the strong. Of course, if Adi dare to get bigger, Wang Ai dare to use Nike to show their faces. The Chinese Football Association is actually the same. The reason why they let their players sign Nike and Reebok also has the idea of ​​riding a wall.

Before this big storm came, the Football Association was also a bit waxy. Adi and Nike were not at odds with each other. They did not care about how the individual members of the national team were embarrassed. They were concerned about competing for the Chinese market. In the end, the Chinese Football Association found Wang Ai, who was back in Spain at the time, and asked Wang Ai to accompany the officials of the Football Association to the Adi headquarters in Nuremberg for consultations.

Since Adi is planning to sign a five-year endorsement contract with Wang Ai with a total value of not less than 80 million euros in the summer of 2005, Wang Ai is moving from the second camp to the first camp in Adi's spokesperson sequence. Therefore, Adi headquarters attaches great importance to Wang Ai's visit.

In other words, Wang Ai is more expensive than the Chinese national team alone. Therefore, the arrival of Wang Ai weighed more than officials of the Football Association.

After friendly negotiation, proposed by Wang Ai, Adi agreed: The members of the national team are not required to personally change partners, but Adi's bonus to the national team, that is, a $ 10 million a year sponsorship and subsequent match bonuses, totaling five About 10 million, 10% of which is the player's personal bonus, players who endorsed other brands will not have the right to share.

At the suggestion of Wang Ai, Adi also launched the Chinese National Football Team 2006 World Cup commemorative shoes. The appearance is very special. It was inspired by the coaches stadium and it is a yellow and black tiger skin pattern. In order to unify the beauty, Adi also secretly made sneaker stickers, affixed to other brands' shoes in the game, not blocking their trademarks, but the appearance looks the same as Adi's propaganda to drill legal loopholes.

This shoe is also named "Tiger Leather Boots"!