I build a giant in the Premier League

Chapter 211: Sky-high Sponsorship! Nice is rising! The shock from the Chinese consortium! [Subscribe]

Whether in China or around the world, there are basically discussions about the four major leagues and the five major leagues.

The difference lies in whether the fans want to express the top four in Europe or the top five in Europe.

If the ranking of the top four is somewhat controversial, then there is basically no suspense about the fifth place in Europe.

The other four teams are too embarrassed to compete with Ligue 1, and they can’t win!

The professional football industry is similar to any other industry and conforms to the 80/20 rule.

If we break it down into each league, it still conforms to the 80/20 rule.

As the fifth-best team in Europe, especially with the decline of Lyon, the seven-time champion, Ligue 1's influence in the European arena has declined significantly, because there is no team that can represent Ligue 1 in the European arena anymore!

The leader is really important for a league.

As the influence of Ligue 20 has declined significantly, the investment promotion of the Ligue teams is facing unprecedented difficulties.

On the one hand, the economic crisis has caused companies across Europe to fall into difficulties and cut their marketing budgets.

When companies reduce their marketing investment, clubs receive less sponsorship.

On the other hand, the overall commercial development of Ligue 1 is seriously insufficient.

There are many arguments for this, such as the fact that Ligue 1 itself has little influence; the league itself is like a "youth training camp" for the four major leagues; although football is the number one sport in France, the French are not as enthusiastic as those in other countries...

Numerous factors have led to the poor overall commercial development of Ligue 1.

But what’s interesting is that despite many unfavorable factors, Ligue 1 is not like Serie A, where many teams have the phenomenon of naked jerseys.

This is rare in Ligue 1.

But if you look closely at the chest advertisements of Ligue 1 teams, you will find that they accept all kinds of advertisements.

Betting companies are the industry with the most chest sponsorship in Ligue 1. Even a strong team like Lille has an advertisement for a certain poker brand on its chest.

Some small teams even directly put advertisements of certain restaurants on their teams.

Note, this is a large chest advertisement.

In short, French Ligue 1 teams are not picky, as long as it is advertising, they are willing to take it, and the money can be negotiated.

Another thing that makes Ligue 1 different from other leagues is that there are a lot of advertising sponsorships on their jerseys.

Traditional chest advertising, the team logo on the left chest, and the jersey sponsor logo on the right chest are all common practices.

But they also have left shoulder, right shoulder, left cuff, right cuff, back, and even lining.

Anyway, they can put advertisements anywhere for you.

Therefore, the French Ligue 1 jerseys are covered with advertisements, just like F racing jerseys.

Some people may say that this is not bad, since it can generate income.

But from a business perspective, this would severely dampen sponsor interest.

If it is too dense, the commercial value will be seriously dispersed.

Therefore, the sponsorship fee for Ligue 1 is not high and the sponsorship period is not long.

For example, Lyon, the biggest team in Ligue 1000 and seven-time champion, currently has a sponsorship contract with Adidas worth million euros per year.

That’s not a small amount, right?
But this is already the best in Ligue 1.

The advertisement on Lyon’s chest is also a poker gambling website.

The sponsorship seems to be a lot, but the sponsorship period is short.

From chest advertisements to advertisements in various positions, many of them are signed for one year.

There are even some clubs that gave sponsorship first but were unable to get the sponsorship fees back.

This is very outrageous!
Therefore, the sponsorship changes of French Ligue 1 teams are very frequent.

There may even be a situation where the first half is with one company and the second half is with another company.

In a nutshell, the current French Ligue 1 is in a real mess on a commercial level.

All clubs, even those like Lyon, are basically struggling to stay afloat.

Most teams survive by selling players.

The same is true for Nice.

This season, Nice's chest advertisement is naked.

If it is not acquired by Yang Cheng, Nice will have to rely on selling players such as Remy to maintain the operation of the club.

Even these days have to be very tight.

This is also why the French Football Association and the French government welcomed Yang Cheng’s acquisition with open arms.

At the very least, this is a turning point.

You can enjoy the shade with your back against a big tree!
With giants like Yang Cheng and Bayswater Chinese backing them up, how can Nice collapse?

Even everyone from the French government to the French Football Association, the Nice City Government, and the Ligue 1 teams are keeping an eye on Nice.

They just want to see what Yang Cheng, who has done so well in the Premier League, can achieve in Nice?

Can it pave a new path for other Ligue 1 clubs?
What changes can the resources of the Chinese in Bayswater bring to Nice?
On the competitive level, Nice has jumped to third place in Ligue 3. The players introduced into the team have performed well, which has been recognized by the outside world. Everyone believes that Nice's competitiveness has been improved.

What about the business side?

Bayswater Chinese is now the top team in European football with revenue second only to Real Madrid.

What can Yang Cheng bring to Nice and Ligue 1?
It was during this anxious wait that Yang Cheng, along with Xia Qing, Adam Crozier, Omar Berrada, Dan Ashworth, Mike Rigg and others, once again came to Nice in southern France.

……

It was different from the last few times I came to Nice.

This is an official visit!
France attaches great importance to it from top to bottom.

The Sports Ministry arranged for important officials to attend the meeting in Nice.

The Nice City Government arranged a reception with standards comparable to those for foreign guests.

Mayor Estrosi met with Yang Cheng and his delegation in person the next day.

The location chosen was the City Hall in Nice.

This shows the importance that French officials attach to this meeting.

During the meeting, Yang Cheng mentioned the advantages of Ligue 1, which is why he values ​​​​Ligue 1.

As the owner of the most successful club in Europe and the most successful head coach in the world, Yang Cheng believes that the current commercial and competitive potential of Ligue 1 has not yet been fully released.

He is not shooting without purpose.

"French football has the most complete and top-level youth training system in the world. Over the past few years, it has continued to produce high-level players, which is the greatest wealth of Ligue 1!"

"The French national team is one of the strongest teams in the world. It has produced many world-class superstars such as Zidane, Henry and Ribery. Although they have gone to other leagues after developing to a certain level, their influence and driving effect on French football is still obvious."

Yang Cheng also mentioned the diversity of French football culture.

For many years, South American and African players have always used Ligue 1 as their first stop in Europe.

Especially Africa.

Many French-speaking countries are naturally close to France.

There is huge potential here.

But on the other hand, behind the potential, the operation of Ligue 1 is very problematic.

Although it has so many African players and is the sovereign country of many African countries, Ligue 1 has little influence in Africa.

What this shows is that Ligue 1 is seriously lagging behind in globalization.

Just think, if even the French-speaking countries in Africa are like this, let alone other countries.

Asia and North America are the recent hot markets, and almost all top teams are flocking to them.

But Ligue 1 saw no action.

“The proportion of international broadcasting rights revenue, the proportion of overseas markets is almost negligible, and it is heavily dependent on the French domestic market.”

"But we all know that in France, fans are not as fanatical as those in Britain, Spain, Italy and Germany. The elegant French people like football as well as other sports and events such as cycling and tennis."

The point Yang Cheng wants to express is that the foundation of football in France is actually not as good as the four major leagues.

For this purpose, Yang Cheng specially produced a set of data.

在过去09/10赛季，法甲20支球队的总营收是12.72亿欧元，亏损了3.45亿欧元。

Unlike other leagues, the income and expenditure from player transfers in Ligue 1 are not included in revenue.

In the 09/10 season, Ligue 1.53 made a total profit of million euros in the transfer market.

All in all, the total loss was 1.92 million euros.

This is the total loss of the 20 teams. It is difficult to say how much loss each club will suffer.

Yang Cheng also did very thorough preparations this time.

It was an official visit after all.

It not only represents the Chinese in Bayswater, but also represents the Yang Group behind it.

Faced with such detailed data and market research, it is indeed difficult for France to refute.

A lot of data is not even available to the French Ministry of Sports and the French Football Association.

This is very outrageous.

When it was Yang Cheng's turn to offer suggestions, he was also very frank.

First of all, he believes that the professional league should be excluded from the current domestic discussion in France about increasing taxes on the rich.

In this regard, Yang Cheng cited the example of the Premier League.

Under the dual pressure of tax increases in the UK and depreciation of the pound, Premier League clubs are now in a very difficult situation.

This is despite the fact that the Premier League has a global market and an astonishing domestic market.

If we go to Ligue 1, it will basically be the end of us.

Nowadays, foreign capital such as Paris Saint-Germain and Monaco has not yet entered the market, so Yang Cheng’s words are absolutely pertinent and correct.

"This will definitely bring down the entire French professional football!"

The second suggestion Yang Cheng put forward is that the French Ministry of Sports or the French Professional Football League should take the lead in establishing a Ligue 1 brand committee, form a professional team, and carry out unified global promotion.

This is also what the Premier League is doing now.

In terms of globalization, Yang Cheng believes that two paths should be adhered to.

Adhere to local characteristics, build a French regional brand, and tell good stories about local characteristics.

Like Nice, the Mediterranean Sea and the Blue Coast, these are Nice’s most dazzling and moving brands and stories.

We need to carry out internal reforms, promote the split sales of broadcasting rights, and attract more international broadcasters to bid.

Combined with the Internet and new media, it attracts fans from all over the world.

While maintaining local characteristics, we should actively expand into North America and Asia, leverage language and cultural ties, and expand the fan base in the Middle East and Africa.

If the previous in-depth analysis and many pertinent suggestions that hit the nail on the head are all the hard stuff that Yang Cheng has come up with, then the last suggestion has some personal opinions from Yang Cheng.

"My third suggestion is that most of the stadium facilities in Ligue 1 are seriously outdated, which greatly affects the match day income and the fans' viewing experience."

Yang Cheng never does anything without a purpose, he got the data.

Over the past six or seven seasons, the average attendance in Ligue 21500 has been around .

But last season, average attendance fell to 20239.

This season is still declining further.

If you think that the average is not accurate enough, let's take Nice as an example.

Since returning to Ligue 02 in the 03/13494 season, Nice's average attendance has been 256381, with a total of fans.

You know, the capacity of Nice's Stade Municipal de Rey is 17415 people.

By the 03/04 season, these two numbers had dropped to 11912 and 226321.

In the following years, Nice's average attendance has remained above 1.1.

Until the 08/09 season, it dropped to 10622.

By the 09/10 season, the number had fallen below 9198, to just .

In the entire French Ligue 3, there are only three teams with an average attendance of less than fans, one is Le Mans, one is Monaco, and the other is Nice.

It just so happens that the stadiums of these three clubs are quite old.

Nice's Stade Municipal de Rey was built in 1927, renovated in 1997 and again in 2004.

But that’s no longer possible.

The Stade Léon-Borey in Le Mans was built in 1906.

Monaco's Stade Louis II was built in 1939.

Everyone knows that the total population of Monaco is just over 30,000 people, so no matter how much effort is put in, the attendance rate will only be so low.

Leaving Monaco aside, the new stadium in Le Mans, which cost more than 1 million euros, is almost completed and is expected to open in January 2011.

What about Nice?
There is no trace of it yet.

This season, Nice's average home attendance is only around 8.

"According to a survey conducted by a third-party agency hired by our club, the results show that one of the important reasons why fans are reluctant to enter the stadium is that the stadium facilities are old and outdated."

Yang Cheng’s personal stuff was just briefly mentioned.

"The ticket prices for Ligue 1 are not expensive, but the old facilities in the stadiums have seriously dragged down the attendance rate, which has become a very serious problem."

The facilities here are old, not only the court itself, but also the location where the court is located.

For example, the Stade Municipal de Rey in Nice.

The location is good, in the city center, but the problem is that the surrounding transportation is not convenient.

It is accessible by tram and bus, but car is quite inconvenient.

None of this was considered when the stadium was built in 1927.

Christian Estrosi, 55, is a native of Nice. He has been in politics since the 80s and was elected mayor of Nice in 2008.

Before entering politics, he was a very successful motorcycle rally driver, winning the French championship many times.

In the past two years, after being elected mayor, he has been committed to promoting the development of his hometown.

Football is undoubtedly an area that he attaches great importance to.

After listening to Yang Cheng's words, Estrosi expressed his gratitude to Yang Cheng.

“It gives us a deeper understanding of our hometown team and also gives us a glimpse into where we can go in the future.”

Estrosi told Yang Cheng that the Nice City Government already had a very clear plan and would strongly support the development of the Nice Club, hoping that the club could continue to stay in Ligue 1 and become the brightest pearl on the Blue Coast.

On behalf of the city government and the citizens of Nice, Estrosi expressed his gratitude for the development and progress that Nice has achieved with the support of the Chinese in Bayswater this season.

As the fifth largest city in France, Nice has never had a strong Ligue 1 team, which is a great pity.

He said that the municipal government hopes to take advantage of the opportunity of France hosting the European Cup to build a modern football stadium in the western suburbs of the city.

At the same time, that area will also be the focus of development and investment attraction in Nice in the next few years.

Yang Cheng had already learned about this project through a report from Martin Harrison, CEO of Nice Club.

To put it simply, it means developing a new urban area on the western outskirts of the old urban area.

The problem is that the new city area is located in a river valley between two mountains, and is separated from the old city of Nice by mountains, so it cannot be connected to the old city area.

But Xia Qing specially asked someone to do some research and found that everything has its pros and cons.

The disadvantage of the new urban area is of course that it is far away from the city center, but the advantages are also very obvious.

Trams, bus stops and everything else are available nearby.

Besides that, it's on the highway.

This is very convenient for fans who drive.

After moving out of the city center, thanks to the highway network, Nice is not only a football club in Nice, but can even cover the surrounding cities.

For example, Eze, Antibes, Cagnes, and even Cannes.

Cannes also has its own professional club, but it is currently in the third level for a long time.

Located in the old town, the inconvenient transportation has seriously restricted the development of Nice.

In the western suburbs, relying on the highway network, it is entirely possible to further expand its radiation area.

This is not something Yang Cheng said without any purpose.

In Yang Cheng’s previous life, after Nice moved the stadium, the attendance rate jumped directly from 7,000 to 8,000 to more than 20,000.

Not to mention, the planning of the new urban area also includes supporting facilities such as IKEA, large supermarkets, and shopping malls.

Since Nice had already reached an agreement within the party, Yang Cheng of course strongly supported it.

Yang Cheng not only supports moving the stadium, he also said that Nice's training base should also be moved to the western suburbs, near the new stadium, and asked the city government to help select the site, with an estimated investment of 1500 million euros.

"We hope to build the most complete, top and most advanced training base in France in Nice to cultivate more outstanding talents for French football!"

Mayor Estrosi and his colleagues looked at each other with shining eyes.

This is what they value.

An investment of 1500 million euros!
The reason why they treated Yang Cheng so courteously was, after all, to attract investment and at the same time leverage the brands of Yang Cheng and Bayswater Chinese.

How could Yang Cheng not know what they were thinking?
No, he knew it.

This is what he wanted too.

His trip is not only to sign a 1500 million euro training base project contract with the Nice City Government, but also to further demonstrate his value.

With the Ministry of Sports, the French Football Association, the French Professional League, and the Nice City Council, all of whom were present, Yang Cheng once again dropped a bombshell.

"After more than two months of hard negotiations, we have officially negotiated several sponsorship contracts for Nice."

"From next season, German Puma will replace Italian Lotto as Nice's jersey sponsor."

Estrosi and others were all surprised after hearing this.

This is a big sponsor!

"The annual sponsorship fee is 500 million euros!"

Everyone present was a little shocked, but the situation was still under control.

500 million euros is indeed a lot, especially for a team like Nice.

This fully demonstrates the capabilities of the Chinese in Bayswater in business operations.

Without the involvement of the Chinese in Bayswater, how could Nice have signed such a big sponsor?

Not to mention the annual sponsorship fee of 500 million euros.

But before everyone could react, Yang Cheng announced again that Nice would officially sign a sponsorship contract with French telecom giant Orange starting from next season, and would sell the chest advertising space to the telecom giant for an annual sponsorship fee of 500 million euros.

This surprised everyone at the scene.

Orange is a telecommunications giant. Can they sponsor Nice?
And, 500 million euros per year?
This is just like a dream.

"In addition, we sold the jersey sleeve advertising to Boulanger, a French electrical appliance retailer, for an annual sponsorship fee of 200 million euros. Their physical stores are not only spread all over France, but they have also been actively expanding overseas and on the Internet in recent years."

“In addition, MUTUELLES DU SOLEIL, a well-known French health insurance company, will become Nice’s global partner with an annual investment of €100 million.”

"INTERSPORT, a famous French sports retailer, has also become Nice's global partner with an annual investment of 100 million euros."

“All the above sponsorships are for 5 years!”

Yang Cheng's last words made everyone in the audience gasp.

5 years!
In Ligue 1, apart from the jersey advertising sponsorship signed by giants such as Lyon and Marseille, where can such a long contract come from?

The key is, they are all big sponsors!
Estrosi thought about it for a moment and immediately understood.

Sponsorship income of 1400 million euros per year.

Plus an investment of 1500 million euros in the training base.

This was a gift from Yang Cheng to him! It was also a display of the strength of Yang Cheng and the Bayswater Chinese.

Only with the support of a giant like Bayswater Chinese and the endorsement of Bayswater Chinese, these big sponsors are willing to sign such a contract with Nice.

Each sponsorship fee may not seem high, but in Ligue 1 these are prices only offered by strong teams like Lyon and Marseille.

And the period is as long as five years, which is stable enough.

Just like Marseille, the sponsors change almost every year.

Omar Berrada aptly stated that due to the short operation time, only more than two months so far, there is not enough time left for the business team to operate, so this is all there is for now.

But he believes that in the near future, as Nice's performance improves, commercial development will further increase.

These words were mainly used to flatter Yang Cheng.

But it did impress everyone, including Estrosi.

After all, it is one of the top teams in the world with the strongest commercial operation capabilities.

In just over two months, Nice can generate 1400 million euros in sponsorship income.

This means that starting from next season, Nice will no longer suffer losses!

Of course, this does not include the investment in the training base.

……

"Mr. Yang, this surprise you gave is a bit too big!"

After the formal meeting, Estrosi specially invited Yang Cheng to have a private chat.

Many things are not convenient to discuss in front of people from the Sports Ministry and the Football Association.

"We just hope to gain your trust. We are definitely not here to hype or make money. We hope to run Nice for a long time and make Nice our most important partner in French football."

Estrosi was clearly not surprised.

He knows some things about football.

The most famous family nowadays is the Pozzo family.

The consortium that acquired Tottenham Hotspur also holds shares in clubs in several countries.

All in all, he understands this trend.

Yang Cheng not only showed him the operational capabilities of the Bayswater Chinese team, but also their determination to run Nice in the long term.

"To be honest, Nice is the only professional club in our city. If we build a new stadium this time, we will definitely consider giving it to Nice for use in the future."

Yang Cheng suppressed his smile and nodded solemnly.

He did all this just to wait for Estrosi to come up with this bargaining chip.

"Before, we were a little worried about Nice, but now..."

Estrosi smiled and waved his hand, obviously relieved.

"The idea of ​​a new stadium can be traced back to the last century. We were actively applying to host the World Cup long before France successfully bid for the 98 World Cup."

"But unfortunately, cities including Lens, Nantes, Montpellier, Saint-Etienne, Toulouse and others were selected. We failed!"

"In 2002, we once again proposed to build a new football stadium, but as you can see, year after year, we have never succeeded until now."

When Estrosi talked about this past, he felt quite emotional.

Although he was not the mayor of Nice at the time, he had already held important positions in the Nice City Council and City Government.

Moreover, he is a native of Nice.

"This time, we have used a lot of connections in the hope of winning the right to host the 2016 European Cup, but according to the information I received in Paris, the government's financial support is also very limited, and can only be 70% of the budget for venue construction at most."

In other words, the remaining 30% needs to be raised by local governments themselves.

But even if you only have to pay 30% of the cost yourself, it would still be a huge sum.

Yang Cheng immediately understood what Estrosi meant.

The Nice city government cannot afford so much money.

If they had money, they would have started it long ago.

Yang Cheng had actually already done the math.

For example, when Manchester City rented the City Stadium from the Manchester City Government, they not only had to give a share of the ticket revenue, but also had to bear the more than 3 million pounds for the renovation of the stadium.

In Yang Cheng's previous life, West Ham United got a great bargain. After the 2012 Olympics, they got the right to use the London Bowl, but they also borne part of the renovation costs.

Not only that, they only have the right to use the stadium for matches. Except for the rest of the time when West Ham United are playing, the stadium does not belong to West Ham United, and they are not even eligible to renovate the interior space.

Therefore, at that time, Premier League teams often criticized West Ham United for its poor field conditions.

Because before the competition, there may have been some kind of exhibition or something like that.

"We are happy to be part of a project that will benefit the citizens of Nice and we are willing to bear part of the cost of the stadium, but we hope to have the right to use the entire stadium."

"Full usage rights!" Yang Cheng emphasized.

He also explained his intention for doing so, which was to facilitate the development of commercial space and interior renovation.

This is a very important way to generate revenue on match days.

Estrosi also understood, “But the ownership of the stadium belongs to the city government.”

"We can sign a long-term lease, for example, 99 years, and give us the right in the lease to do internal improvements."

Estrosi also knew Yang Cheng's intentions.

He didn't particularly care about it.

Now, the most important thing for Nice is to win the right to host the 2016 European Cup.

This requires a new stadium.

All cities that apply to build new stadiums must face one issue: the use of the stadium after the European Cup.

Nice is the only choice!

Both sides knew it.

Regarding this point, Yang Cheng and Estrosi exchanged views.

The Nice city government hopes that the remaining 30% will be paid equally by both parties.

But it was obviously impossible for Yang Cheng to agree.

The design of this stadium began as early as 2002, but after it was recently restarted, a design company was hired to study it again, and the total investment is estimated to be 2.5 million euros.

15%, that's 3750 million euros.

Yang Cheng is not stupid!
Nice is only willing to give 10% at most, which is 2500 million euros.

But after the European Cup, all usage rights of the stadium, including naming and venue leasing, were handed over to the Nice Club for operation, with a lease term of 99 years.

As for the rent, it will be a symbolic charge, just like the current Rey Municipal Stadium.

But all venue maintenance costs are borne by Nice.

This is obviously within the range that both parties can barely accept.

So, Yang Cheng and Estrosi reached an agreement.

……

After meeting at the City Hall, Yang Cheng and his party set out from the city and headed west along the Blue Coast.

After arriving at Nice Côte d'Azur Airport, we turned back north.

Soon, they arrived at the site of the new stadium, St. Isidore.

On both sides of the valley are rolling hills...

Well, if it were placed in China, it would be just a small mountain at best.

In the middle of the mountains is the Var River, which runs from north to south and connects to the Mediterranean Sea.

The famous A8 highway goes east from here, passes through a tunnel, goes around the northern part of the ancient city of Nice, passes Monaco, and then goes east into Italy.

The A8 highway runs south along the banks of the Var River, turns east after reaching the airport, and continues all the way to Marseille.

The stadium is located at the right-angle bend where the A8 highway, the national road and the Waal River meet.

There is a highway exit here.

Martin Harrison told Yang Cheng that they had already communicated with the Nice City Government and that the club's training base would be best located north of the airport, where there is also a highway exit.

This place is extremely convenient whether you are going north to the stadium to participate in the game or going south to the airport.

Yang Cheng remembered something very interesting.

Before he traveled through time, the French media reported a news story that a Nice player drove onto the A8 highway after breaking up with his girlfriend and threatened to jump off the -meter-high highway bridge, which alarmed the police.

He thought it was strange at the time.

Now after an on-site inspection, he had to say that it was quite convenient.

The mountains surrounding Saint Isidore are actually residential areas, densely packed with villas and mansions.

But Martin Harrison told Yang Cheng that the richest people in Nice, and even the richest people in France, lived in Saint-Jean-Cap-Ferrat, east of the ancient city of Nice.

This peninsula is full of the most upscale villas, which attracted a large number of British tycoons, aristocrats and European political and business celebrities as early as the 19th century.

There are more than 5 villas on the peninsula, the cheapest of which is no less than 700 million euros.

"I think we should participate in the planning of the new stadium and build a number of high-end VIP boxes to provide services specifically for these wealthy people from all over the world," Martin Harrison suggested.

"Monaco in the east has an old stadium, Cannes in the west has no top league team, and the entire south coast attracts countless celebrities and entertainment stars from all over the world every year."

“And once our new stadium is built, it will be the only football stadium that can provide services for them!”

This Englishman graduated from the University of London and worked in business management. He later joined Bayswater Chinese and became Omar Berrada's right-hand man.

This time, Yang Cheng needed someone to take charge of Nice, and Adam Croser and Omar Berrada recommended him.

On the one hand, it provides promotion channels for talents within the group.

On the other hand, Martin Harrison did have a good eye and captured the key information at once.

Four million tourists visit Nice every year, and if Cannes and Monaco are included, the number is far more than that.

Not to mention those who come to the South Coast for vacation and winter.

"I'll leave this matter to you." Yang Cheng smiled at Martin Harrison.

He never hesitates to praise talented people, and even gives them generous material rewards.

"The group has helped you get off to a good start. Keep working hard. I'm looking forward to hearing good news from you!"

Martin Harrison nodded excitedly.

This was also a key turning point in his career.

As long as he succeeds, he will have enough confidence to stay in Nice, get promoted within the group, or switch to other clubs.

……

Yang Cheng also made a special trip to the old training base.

The facilities are really bad.

Not many Nice players are selected for the national team, so they basically still insist on training every day.

Yang Cheng's arrival made them all very surprised and excited.

This is the head coach of Bayswater Chinese!

If Yang Cheng takes a fancy to him, it is entirely possible that he could make a quick move and join Bayswater Chinese directly.

Yang Cheng first met with the players and gave positive comments on their performance in the new season.

At the same time, he also announced the club's commercial sponsorship.

This shocked all the players on the scene.

But at the same time, they were all very excited.

Because this means that Nice will be relatively stable in the next few years.

The benefits of having the Chinese in Bayswater as a big tree are beginning to show.

Yang Cheng hopes they can focus on the game.

"I promise, as long as you perform well, the club will never let you suffer any loss!"

Matuidi is the team's biggest star, chosen by Ronald Koeman as the team captain. He was "transferred" from Bayswater Chinese, and Yang Cheng also gave him some encouragement.

And N'Golo Kante.

So far, this player has not yet shown a stable performance that satisfies Yang Cheng, but Yang Cheng is full of expectations for him.

Yang Cheng also took time out to watch Mbappe and Dembele.

But I just chatted with the young players and made my presence felt.

On the contrary, Ronald Koeman and Yang Cheng are satisfied with the team's performance this season, but there are also some areas where they are not good enough.

Ronald Koeman is a very arrogant person. Yang Cheng did not say it directly, but just hinted at it indirectly to wake him up.

For example, increase the intensity of rotation, give players more trust, and let them devote themselves to offense.

Sometimes Yang Chengduo felt it was quite strange.

Why are the Dutch so stubborn?

Yang Cheng's arrival brought a heavy gift to Nice, and also brought a big surprise to French football.

Especially Nice’s investment promotion method for the new season.

As the CEO of Nice, Martin Harrison gave an exclusive interview to Le Figaro the day after Yang Cheng and his party left.

Nice's investment promotion was mentioned in the interview.

Martin Harrison said he could not understand why many French Ligue 1 teams were frantically trying to attract investment on their jerseys.

Bit off more than you can chew!
What's more, there are too many advertisements on the jerseys, sacrificing the interests of sponsors.

Although this behavior can boost sponsorship revenue in the short term, it will seriously damage the club's brand value in the long run.

The same goes for bookmakers.

Martin Harrison said Nice would never accept any form of sponsorship from gambling companies.

The Chinese CEO who came from Bayswater explained Nice's business logic, saying that the team would only place advertisements on the jerseys, on the chest and cuffs, and that the right chest was the standard location for jersey sponsors.

"We must ensure that we bring sufficient commercial value to our sponsors!"

Since Ligue 1 has a winter break, Martin Harrison revealed that the team is actively planning to go to the Middle East for winter training.

"In the next few years, we will actively invest in overseas market development in regions such as North America, Asia, the Middle East and Africa."

North America and Asia are mainly in the summer, while the Middle East and Africa are mainly in the winter break.

This is also where Ligue 1 has an advantage over the Premier League.

As for relevant channels, the Chinese in Bayswater have very rich resources.

From the visit of Yang Cheng and his delegation, to the announcement of the sponsorship contracts, to the future strategy announced by Martin Harrison, and the multiple cooperation agreements announced by the Nice City Government...

The whole set of combined punches surprised the entire French football world.

Everyone began to realize that Nice seemed to be really on the rise!
But this is only in France.

What really shocked the whole of Europe was the Chinese in Bayswater!
When Yang Cheng finished his trip to France and returned to London, England, the Bayswater Chinese held a grand press conference, announcing that the team had officially signed a five-year sponsorship contract with Germany's Puma with an annual sponsorship fee of up to 5 million pounds!

This shocked the whole world!

£3000 per year!
The president of Puma personally went to London to sign the contract and attended the press conference, saying that signing the Chinese from Bayswater is the most important strategy for Puma in the past few years and in the next few years!
Adam Crozier expressed his gratitude for Puma's trust and hoped that the two sides could cooperate and work together to create more value for each other in the next few years.

In addition, Bayswater Chinese also announced that it has reached a global partnership with Boulanger, a well-known French home appliance chain, which is actively expanding its globalization and Internet platforms.

The two sponsorships from Nice were added when the other party was negotiating with the Chinese in Bayswater.

As for the other few, we had contacted them before but no agreement was reached.

Some think that the Chinese in Bayswater charge too much, while others have other reasons.

When the Chinese in Bayswater recommended Nice to them, these companies were all quite interested and the deal was reached immediately.

The Chinese team at Bayswater signed a jersey sponsorship deal worth the highest amount in history, which immediately set off the entire European football scene.

At the same time, it also shocked the media and fans around the world.

Jumping from the original 1000 million pounds to the current 3000 million pounds, the Chinese in Bayswater’s ability to attract money is really strong!

Adam Crozier also revealed that the team actually had several commercial sponsorship renewals this past summer, but most of them were not announced to the public.

For example, Mercedes-Benz renewed its contract until 2016, with an annual payment of up to 500 million pounds.

There are also domestic companies like Huawei and TLC, which have also renewed their contracts until 2016, at 300 million pounds per year.

These sponsors will further drive the growth of Bayswater Chinese in the field of commercial sponsorship.

But the most important thing is the advertising sponsorship on the chest of the jersey.

This is also the focus that attracts the most attention from fans and the media.

The sponsorship contract between Bayswater Chinese and Prudential Insurance of the United Kingdom expired in 2011. The renewal negotiations have been going on for a long time, but the two sides have not reached an agreement.

Many sponsors, including Qatar Airways, want to sponsor the Bayswater Chinese.

Adam Crozier said in an interview with the media that the team also hopes to negotiate the sponsorship before the end of 2010, but it is still full of unknowns.

"The only thing I can reveal is that this sponsorship will definitely not be lower than the sponsorship of our jerseys!"

This once again sparked heated discussions in European football.

Currently, among the top European teams, Barcelona sells the most expensive chest products.

The Spanish Super League giants sold him to Qatar Sports Group for 3000 million euros.

If the sponsorship of Bayswater Chinese is really no less than the jersey sponsorship, it would be 3000 million pounds.

It is bound to break Barcelona's record and become the most expensive breast in European history!

Everyone seems to have seen that Bayswater Chinese’s revenue will reach a new high.

Of course, that's next season.

But that doesn't stop them from partying early.

A very important reason why Puma was able to be signed with a record sponsorship fee this time is that Puma is in a declining position in the four major leagues.

Especially in the Premier League.

All the big clubs are sponsored by Nike and Adidas, and Manchester City is also sponsored by Umbro, which is under Nike.

Only the Bayswater Chinese belong to the Puma camp.

Under such circumstances, coupled with the rapid progress of Bayswater Chinese in recent years, Puma is also very optimistic about the development trend of Yang Cheng's team in the next few years.

Therefore, they were willing to spend 3000 million pounds to sponsor Bayswater Chinese and 500 million euros to sponsor Nice in Ligue .

As for the disagreement between the team and Prudential, an important point is the naming of the new stadium.

Prudential itself is happy to sponsor Bayswater Chinese for £3000 million.

But they also hope to win the naming rights to the new stadium of the Chinese in Bayswater.

After all, it is the core area of ​​London where every inch of land is valuable. After the naming, everyone who mentions this place will mention the name of the sponsor, which is definitely a good thing for the sponsor.

But Yang Cheng, Xia Qing and Adam Crozier have done research and also invited third-party organizations to conduct research.

Finally, the standard given by the Chinese in Bayswater is that the annual naming rights must not be less than 3000 million pounds.

And it must be signed for 10 years.

This was beyond Prudential's budget.

The two sides are currently at a stalemate.

Bayswater Chinese is also in touch with many sponsors including AXA, Qatar Airways, Barclays Bank and others.

If you really can't reach an agreement with the insurance company, then we can talk separately.

Didn’t Adam Crozier give a deadline?

(End of this chapter)