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

Jersey and sneaker sponsorship means cooperating with sports companies, such as Nike, Puma, Adidas and other companies, which can help them sell jerseys and sneakers. Jersey chest advertisements are large advertisements on the chest of the jersey.

These two advertising revenues are the team's main sources of sponsorship revenue.

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

In comparison, stadium billboards are very shabby. Even Premier League giants like Manchester United and Liverpool receive very few advertisements on their billboards.

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

If it is some small teams, it will be even worse. They can only cooperate with some local companies because the market promotion is far from enough.

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

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

But here comes the question, why should Honda look for Manchester United? Is there any data to support it?

In Japan now, Serie A is the most popular, because most Japanese overseas players play in Serie A. Manchester United's ratings in Japan lag far behind Arsenal.

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

In this case, Honda has no rigid demand to cooperate with Manchester United and wants them to come to Manchester United to cooperate... Why?

As for yanmar agricultural vehicles and nutritional supplement product manda, this is even more true.

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

Manchester United has absolute dominance in Southeast Asia.

This is considered a rigid demand, and everyone is eager to cooperate with Manchester United.

But both of them are small regional companies.

Let them take the initiative to contact Manchester United? How to contact them? Fly to Manchester and come to the door proactively? The round-trip travel expenses of 100,000 pounds are a lot of money, so forget it.

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

The main reason is that there is a lack of communication bridges between European clubs and global companies. Especially overseas small and medium-sized enterprises, there are almost no opportunities to contact European teams.

In later generations, Manchester United, through Santoku's business operations, built a business empire with more than 60 partners, allowing Manchester United's commercial advertising revenue to rank first in the world all year round, surpassing Real Madrid and Barcelona.

However, there is only one Sandezi in European football.

Manchester United can do it, but what about other teams?

The team's billboards are more effective than elevator advertisements in apartment buildings, right? Focus Media has been able to run a prosperous elevator advertising business and has become a large company with annual revenue of several billions.

European football stadium advertising doesn’t work?

You are just sitting on a golden mountain and complaining about being poor.

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

Regardless of whether it is domestic or foreign, reform is a very complex and large-scale project.

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

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

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

In this way, even if there is a collective suppression by Silicon Valley giants and the endorsement of the two major markets of China, Japan, South Korea and Europe, Ziweixing will still have the power to fight!

San Dezi obviously couldn't keep up with Big Boss Zhou's thinking. He was a business wizard, but he was only a businessman in the traditional sense and lacked understanding of the Internet.

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

“Not complicated.”

"Isn't it complicated?"

Sandoku smiled bitterly, and there were bidding rankings and various refinements... He really didn't understand it.

Zhou Buqi glanced at him and said, "That's why I asked you to go to Focus Media to study."

Sandoku took a deep breath.

Now I finally understand.

The big boss had already planned everything. He took advantage of the internal differences among the three sponsors to deploy this plan.

Santoku smiled bitterly and said: "Even if Manchester United can solve it, there are still obstacles on the customer's 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 more than the order amount.

It’s still big.”

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

"platform?"

San Dezi was slightly startled, and then he thought about what this young boss's main business was.

Zhou Buqi smiled, "An advertising platform about team sponsorship. And why does it have to be a stadium billboard? Can you open your mind a little? On the toilet door in the stadium, on the table in the cafe, on the wall of the corridor, news

The background wall for press conferences, the background wall for post-match interviews, there are too many advertising resources in the stadium."

"Well……"

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

I just feel like Big Boss has really fantastic ideas and a lot of imagination.

hehe!

Nowadays, many teams can't even put up billboards in the stadium, and there are no sponsors at all. In this case, what kind of table advertisements, background wall advertisements, toilet advertisements... are you thinking too much?

Zhou Buqi said calmly: "Ziweixing has established a subsidiary to specialize in market development of the football industry. It will start building an advertising platform. Manchester United only needs to put advertising resources on it, and then customers around the world can watch it through the Internet.

When it arrives, place a bidding order and pay the money to Ziweixing. Ziweixing then connects with Manchester United, bids for rankings, places ads, and pays fees."

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

"If I ask you to do it, can you do it?" Zhou Buqi was a little amused and shook his head, "This requires algorithmic processing, especially detailed analysis. For example, analysis of the games between Manchester United vs. Liverpool and Manchester United vs. Fulham.

It calculates the broadcast rate, calculates the audience, and provides specific data to help advertisers conduct analysis. This is much better than the past when advertisers just put in ads and could not get any data. "

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

But Ziweixing is very simple.

They are all ready-made businesses.

Ziweixing has its own integrated advertising platform, which provides advertising resources from platforms such as Friends.com, Toutiao, Xiaonei.com, and helo.

Merchants can conduct 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 deeply agreed, "Yes, the reason why advertisers are very cautious about advertising in stadiums is because they cannot evaluate the effectiveness of advertising. Neither the broadcaster nor the club can provide effective data. This leaves the client company with advertising

The planning department caused great work difficulties."

Zhou Buqi said: "For many small companies, such as Yanmar's agricultural vehicles, there is no need for players to come forward for such small businesses in the future. They place orders directly on the platform, and the transaction is completed through Ziweixing. For Manchester United

In other words, there is no need to sign a contract.”

"Not signing a contract?"

Sandoku couldn't believe it.

"Online signing, network agreement." Zhou Buqi looked helpless and glanced at him, "Don't you even understand Google? Google's advertising covers the whole world. If customers sign contracts offline one by one, can they sign over?

?”

At this time, Sandoko was ecstatic, "This is good! This is good! If there is no offline signing, Ferguson and David Gill will have nothing to say!"

If the contract is signed offline, you will have to drag a few players to the platform. This kind of business activity will distract the players and may affect the competitive state.

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

It turns out this is the Internet!

It's really amazing!

Zhou Buqi said: "However, some local business cooperation and cooperation with large companies, offline signings are also indispensable. As I said just now, a new reward mechanism must be provided. 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 motivation of star players can be increased at the same time."

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

This will dampen everyone's enthusiasm.

We still need to learn from Hollywood on this point.

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

The more you share, the more you can earn.

Once 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 smoothly operating machine.

San Dezi now understands what Boss Zhou wants to do. His ambition is not just a Manchester United, but a world-class entrepreneur. He sighed: "Zhou, Manchester United is just the beginning, right? This advertising platform of yours 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, there is gold everywhere in European football, but the practitioners are like blind men, unable to see anything. Even many small and medium-sized teams are on the verge of

Bankruptcy, it's so sad. Don't talk about Premier League teams

Well, let’s just talk about the English League One. The offline and online viewers of each game are hundreds of thousands at least, which contains huge advertising development value. Especially for local businesses, the effect is doubled. What is missing is such a platform.

and relevant data analysis of advertising effectiveness.”

"So, start with Manchester United first?"

"Yes, let's experiment with Manchester United first and figure out the model. Once it's straightened out, we can promote it on a large scale."

"You acquired Manchester United..." Santoku glanced at him, "This is your real purpose, right? To understand European football through Manchester United, so as to promote your Internet industry to enter European football."
Chapter completed!