I build a giant in the Premier League

Chapter 344 The Most Insane Price in History! Yang Cheng's Success Can Be Replicated! The First Step Towards Globalization [Please Subscribe]

Training camp preparations for the new season are about to begin.

Upon returning to England from the Netherlands, Yang Cheng immediately threw himself into his work.

On one hand, they were remotely controlling the progress at FIFA headquarters in Zurich, Switzerland, and on the other hand, they were preparing for the "Summer Investment Promotion Conference" for the Chinese team at Beswater.

This investment promotion conference has attracted a lot of attention within the industry.

Yang Cheng's move to integrate his multiple clubs and launch a sponsorship program is truly extraordinary.

There's no need to mention the Chinese at Beswater.

Atalanta were the runners-up in Serie A last season and are a team that has consistently qualified for the Champions League.

Nice were the champions of Ligue 1 last season and were a semi-finalist in the Champions League.

Although Malaga is a newly promoted team in La Liga, Pellegrini is a renowned coach, and this young team still has considerable competitiveness.

At least, they defeated two La Liga teams in last season's Copa del Rey.

Then there's Twente, a team that has always been a mid-table team in the Eredivisie. Now, with the arrival of renowned local coach Peter Bots, they've made significant moves, bringing in a large number of young players and injecting new vitality into the team.

The arrival of Heerenveen captain and midfield maestro De Roon has made Twente's performance in the new season highly anticipated.

Even in faraway Brazil, Palmeiras not only won the São Paulo State Championship, but is now in a leading position in the Brazilian Serie A.

As mentioned in the reports by The Times and The Guardian.

Yang Cheng and his team represent a game-changer for European and even world football.

Their core weapon is their methodology!

Both of these authoritative media outlets provided in-depth reports and analyses of the changes that Yang Cheng and his teams have undergone in the past few years.

The Chinese team at Besworth are undoubtedly the benchmark set by Yang Cheng, and the team he has poured his heart and soul into building over the years.

But this team was different from all the other teams from the very beginning.

It is even completely different from elite teams like Real Madrid, Bayern Munich, and Manchester United, which have adopted modern management and have super strong commercial operation capabilities.

The reason for this is that the successful model that Yang Cheng created for the Chinese at Beswater can be replicated.

From Bethwaite to Nice, then to Atlanta, and now to Malaga, Twente, and Palmeiras.

Yang Cheng and his team are replicating the successful methodology of the Chinese team at Baswater to other teams.

It may not seem very successful in the short term, but in the long run, success is inevitable.

For example, Atlanta.

This summer, Atalanta only sold one midfielder, Biglia.

The 29-year-old Argentine midfielder brought Atalanta a transfer fee of 3000 million euros.

However, Atalanta only spent 1000 million euros to sign Immobile.

With this single transaction, Atalanta earned 2000 million euros.

Fans who watched Atalanta's games last season are not worried about the impact of Biglia's departure on the Nerazzurri, because they still have midfielders such as Bruno Fernandes, Brozovic, Cristante, Barella, and Milinkovic-Savic.

With this lineup, Atalanta's midfield remains highly competitive for the new season.

Juventus, Roma, and Inter Milan all wanted to sign Felipe Anderson, but none of them could meet Atalanta's demands.

AC Milan's attempt to poach Bonaventura was also rejected.

This Atlanta youth academy graduate even stated publicly that he hopes to play in the Champions League.

This is a devastating blow to AC Milan fans.

Some fans even threatened to prevent Atalanta from playing Champions League matches at the San Siro stadium next season.

The biggest question surrounding Immobile's arrival is whether he can regain his form.
If Immobile can rediscover his form from his time in Torino, Atalanta could very well launch an attack on the Serie A title this season, an unprecedented offensive for the Nerazzurri!

Atalanta has never won the Serie A title in its history.

Even if the charge fails, what about next season? And the season after that?
Given Atlanta's current club management, once the new stadium renovation is completed, they will be completely transformed and usher in a metamorphosis.

By then, they will become one of the very few teams in Serie A to own their own stadium.

“If we observe carefully, it is easy to find that Atlanta is following the same route that Nice took and succeeded in.”

"Perhaps the scenery on both sides of the road is different, and the potholes on the road are also different, but their direction is the same."

"This is what we mean by the methodology that Yang Cheng and his team have summarized from the success of the Chinese at Bethwater."

"He is applying this methodology to other teams."

"Nice succeeded, Atalanta has basically succeeded, and next, Palmeiras, Malaga, and Twente will definitely succeed as well!"

Both The Times and The Guardian have stated that everyone in the industry is paying close attention to the upcoming investment promotion.

This represents a business-oriented analysis of Yang Cheng and his team's business model by sponsors.

This is the first time in the industry!
“In the past, many capital groups or conglomerates owned multiple clubs at the same time, but in order to circumvent the rules, they would take various measures to avoid them or cover their tracks.”

"But no one has ever presented everything so directly, accepting everyone's supervision, yet at the same time pioneering an unprecedented business model, like Yang Cheng and his team."

Both The Times and The Guardian concluded that if sponsors support Yang Cheng's approach, then more and more capital and conglomerates will surely follow suit and learn from Yang Cheng's model in the future.

For example, Manchester City.

Blue Moon has already begun to announce in a high-profile manner the establishment of the City Football Group.

The Abu Dhabi-based consortium also has ambitious plans to build its own football empire around the world.

“They all clearly see the advanced nature of Yang Cheng’s model.”

"But the challenge is that many capital groups and conglomerates don't even understand how to operate a single club. They expand blindly, which will only lead to putting the cart before the horse and even plunging them into utter ruin."

……

When Hans-Dieter Flick, who had just returned from his vacation, knocked on Yang Cheng's office door, Yang Cheng was wearing headphones and using a tablet to have a video conference with Mark Piez and others in Zurich.

Yang Cheng gestured for Flick to sit down and then continued the meeting.

The meeting lasted for almost an hour.

The meeting was attended by members of the Supervisory Board, headed by Mark Pease, and members of the FIFA Reform Group, headed by Vice Presidents such as David Gill, to discuss FIFA's next steps in reform.

Yang Cheng didn't need to say a word throughout the entire process; he simply listened.

But he has to be there.

"I've been too busy lately and haven't had time to go, so they suggested I participate via video, and I couldn't refuse."

When Yang Cheng ended the meeting, he explained to Flick with a wry smile.

The meeting lasted a full three hours.

There are just too many things to do.

I sat so long that my whole body became stiff.

Yang Cheng then suggested going out for a walk.

As soon as Flick returned to the club, he heard about Yang Cheng's situation.

Since returning from Zurich, I've been incredibly busy every day. I also took a trip around the country, from Brazil to Spain to France to Italy, and finally back to London from the Netherlands.

The important person is very busy!

Flick now fully understands the meaning of that sentence.

Brent Training Center 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 adjacent to Brent Reservoir, just in different locations.

Near the reservoir, the Chinese at Bethwater designed and built a very beautiful waterfront walking path.

It's right downstairs from the players' dormitory building.

From 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 promenade.

Even within the Chinese community at Besworth, there has been some consensus.

The sunrise over the waterfront promenade near the first team is beautiful, but the sunset over the youth team's side is the most worth seeing.

Yang Cheng and Flick are now watching the sunset, strolling along the first team's waterfront promenade.

But once the lights are on, it has a unique charm.

"Hans, you've been with our club for a year now, how's it going?"

Yang Cheng asked casually as he walked.

“Very good, everything is fine,” Frick replied.

He is not a worldly person; he has spent some time in big teams like Bayern Munich and has visited and toured many prestigious teams.

Therefore, he knew that the kindness of the Chinese in Baswater was genuine.

What are your thoughts on the team's new season?

Without much thought, Flick casually replied, "Our current age structure is very good, with a reasonable combination of old, middle-aged and young. I think we will still be very competitive in the new season."

Among the veterans, players like Pepe, Thiago Silva, and Piszczek are still very competitive.

They are all in very good condition.

Giroud and Modric are both 29 years old, in the prime of their careers, and in very good form.

Needless to say, young people are even more affected.

Sterling, Luke Shaw, Harry Maguire, John Stones, Harry Kane, and others.

Despite being famous for many years, Aaron Ramsey is actually only 24 years old.

De Bruyne is also 24 years old now.

Currently, the age structure of the entire Chinese workforce at Baswater is at a stage that is very suitable for achieving results.

If we exclude the young players promoted from the youth team, the average age is 25.47 years old.

Even with Solanke, Declan Rice, and Arnold included, the average age is still 24.42.

It can be said that this is a very, very suitable age.

If Yang Cheng were to personally lead the team and dedicate himself wholeheartedly, he could guarantee that for many years to come, no team in the Premier League or Europe would be able to rival the Chinese coach, Basworth.

His team will sweep across the entire world of football!
Flick's view on the team's current situation is similar to Yang Cheng's.

Yang Cheng also asked him what he thought about the team's next steps.
Flick then realized that this was yet another personal interview with 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 need to build around a group of midfielders such as Toni Kroos, Modric, De Bruyne, and Aaron Ramsey."

"Looking at European football today, there are very few midfielders like them."

Yang Cheng smiled slightly.

He was quite satisfied with Flick's answer.

Toni Kroos and Luka Modric are indeed a midfield pairing that is difficult to replicate.

Players like them are becoming increasingly rare.

But that's not important.

Yang Cheng wasn't belittling them; on the contrary, he felt it would be very difficult for anyone to replicate their success in the future.

Just like how Barcelona will never be able to replicate Xavi, Iniesta, and Busquets' success.

Every player is unique.

But football is always evolving.

If there isn't this type, there will be other types of players.

When combined, it forms a classic combination that can play a crucial role.

This is a trend, and also an inevitability.

"In Malaga, there's a Dutch midfielder named Frenkie de Jong; in Nice, Bernardo Silva is also very promising; and then there's Atalanta's Barella and Tonali..."

Yang Cheng rattled off the names of many players from various teams in one breath.

He believes that once these players develop, the Chinese midfielders at Besworth will have a very wide pool of talent.

Of course, after the surplus, some players will inevitably be poached by other top teams for high prices.

This is inevitable.

Flick was quite surprised.

He hadn't expected that Yang Cheng had quietly made so many preparations.

Is this an attempt to recruit all the world's young talents under one's command?
"With Toni Kroos and Modric in midfield, we still have at least 8 to 10 years of peak performance. Just look at how they play."

The first half of the sentence was fine, but the second half was definitely a complaint.

Flick couldn't help but laugh.

He felt that Tony Cross was the main culprit in the complaints.

Of course, Flick would never doubt Yang Cheng's preference for Tony Cross.

But it must be said that Tony Kroos is indeed a bit "lazy" when playing football.

This "laziness" doesn't mean he's careless or lazy; rather, it's a kind of cleverness, a kind of wisdom.

Yang Cheng meant that intelligent people like them often have very long careers.

Flick himself had played football, so he understood what Yang Cheng meant.

10 years?
Tony Cross is alright, he's only 35.

Modric is almost 40.

Can he hold on?

But then think about Modric—he may look thin and weak, but he has a tenacity deep in his bones.

Frick actually thought it was possible.

"Hans, I'm going to give you a task now."

Flick nodded in agreement. "Go ahead."

"I'm giving you one year to complete a plan, starting from the summer of 2016, outlining how the Chinese football team at Beswater will continue to develop and remain competitive in the coming years, including transfer operations..."

Flick was completely stunned.

He certainly understood what that meant.

Although he had this intention and purpose when he came to the Chinese community in Bethwater a year ago, this still caught him somewhat off guard.

too fast!
"Life is unpredictable; the only constant is change."

Yang Cheng laughed and made a self-deprecating remark.

His original plan was to let Flick gradually take over the team over three years.

But now it seems that if everything goes smoothly, it will definitely be brought forward.

The main reason is that he has so many things to deal with now that he really can't manage them all anymore.

He had also considered that he might just lead the team in matches from now on, without participating in training or preparation.

This looks feasible, but it actually doesn't.

As the head coach of the team, if he cannot participate in the game, he will not know what the players are thinking, what they have trained, or how to counter the opponent. How can he then direct the game?

Of course, he can manage for now by relying on his knowledge of the Premier League and European football over the past decade or so, but what about in the long run?

Ferguson did not lead the team in training or preparation for long periods, but he was involved in various tasks.

In other words, he was fully aware of and in control of everything related to the team.

This is why Manchester United's performance plummeted after he left.

Yang Cheng's problem now is that he doesn't have that much time.

Flick was the successor handpicked by the technical team.

In terms of ability and personality, they are the best of the best, there are no problems.

Having been with the Chinese team at Baswater for a year, he has developed a good relationship with the players.

This is his strength of character and personal charm.

But what Yang Cheng is most satisfied with is his ability to learn and improve on his own.

You didn't speak English when you came?
A year has passed, and now he speaks English better than anyone else.

He not only learned English, but also Portuguese and Spanish, because there were quite a few South American players on the team.

Over the past year, he has quickly mastered all aspects of the business.

The technical team also spoke highly of him.

He gets along well with everyone.

Of course, he is not the kind of person who blindly tries to please others or loses his own principles in order to maintain good relationships.

On the contrary, he possessed a principled quality typical of Germans.

This is very rare.

Overall, Yang Cheng and the technical team had a very high opinion of Flick.

"Don't feel any pressure, Hans."

Yang Cheng immediately laughed when he saw Flick's serious expression.

"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!"

Flick swallowed hard, his heart pounding with excitement.

This is one of the world's top super clubs in football!
Taking over Yang Cheng's position is very stressful and challenging, but also very tempting.

If successful, they could instantly rise to the ranks of top coaches.

But is it really that easy?

"I'll help you!"

Yang Cheng smiled and encouraged him.

When it comes to the transfer of power, Yang Cheng could think of far too many ways.

For example, handing over the power to rejuvenate the team to Flick, as long as he's not as foolish as Villas-Boas, will surely stabilize the locker room situation quickly.

It's important to know that Flick is more than ten years more mature than Villas-Boas and has experience leading the German national team in the World Cup.

The handover between the Chinese and coaches at Basworth is completely different from the handover between head coaches and assistant coaches in other teams.

Yang Cheng will do everything possible to ensure Flick's smooth transition to the baton.

But other teams might not be so lucky.

In any case, this is both a challenge and an opportunity for Flick!
……

The entire investment promotion conference was basically handled by Adam Crozier and Omar Belada's team.

This auction adopted an invitation-only and sealed-bid auction model.

The so-called invitation system means that the team will contact and negotiate with interested companies and brands.

A few spots were finally decided.

Then came the sealed-bid auction.

Each company will be given a code, and all tender documents will be submitted in a standardized format.

All participating companies submit sealed bids simultaneously and independently, with no knowledge of each other's offers.

Then all the bids were made public on the spot.

The advantage of doing this is that it makes it difficult for participants to collude.

Each company participating in the bidding will give the maximum valuation it is willing to undertake, based on its own circumstances.

What we often see on TV, or the open bidding during land auctions, may seem exciting, but in reality, it's easy for bidders to rig or collude.

Moreover, many large companies are actually unwilling to participate in such open bidding.

Premier League broadcasting rights are almost always acquired through sealed-bid auctions. This method helps to minimize the risk of heated bidding and inflated prices.

If it's a one-off deal, then there's definitely no problem.

But what we're talking about now is a business deal with a five-year initial contract and the intention to continue long-term cooperation thereafter.

Reasonable valuation, healthy development, and win-win business are the keys to long-term success.

When Yang Cheng arrived at the headquarters office in Grosvenor Square, he saw the three invited jersey sponsors.

As he expected.

Nike from the United States, Adidas and Puma from Germany.

Puma and Baswater have been partners in China for many years.

But to be honest, Puma's development in recent years has not met external expectations.

"Can Puma really eat such a big piece of cake?" Yang Cheng asked Adam Crozier with concern.

Adam Crozier shook his head with a wry smile, "But right now they are the only competitors who have the will and the ability to compete with Nike and Adidas."

Among current sports brands, Nike and Adidas can be considered the two giants.

Other brands have pulled far ahead of them.

This difference is not simply about whether the sponsorship fee is more or less.

Another aspect that many people have overlooked is brand influence and sales channels.

The club receives a share of the sales revenue from jersey sales.

Different clubs possess different negotiating abilities.

Smaller clubs are unlikely to even bother negotiating with Nike or Adidas.

Nobody is interested in sponsoring such a small team.

Even many well-known and prestigious football teams have approached Nike and Adidas, but the sales commission they offered was very low.

Don't underestimate the revenue from profit sharing.

That's a lot of money every year.

Now, Yang Cheng is using the Chinese players at Basworth to bring together smaller teams like Nice, Atalanta, Palmeiras, and Twente, which were originally not considered by Nike and Adidas.

They not only manage to secure sponsorships from major brands, but also negotiate lucrative revenue shares from jersey sales.

It may not be very noticeable in the short term, but in the long run, the brand value of these teams will rise accordingly.

Putting everything else aside, once you sign a big-name sponsor, wouldn't it be much easier to negotiate other sponsors later?

So, barring any unforeseen circumstances, it should be either Nike or Adidas that wins the bid.

Puma is just there to make up the numbers.

Of course, unless Puma has lost its mind, it wouldn't offer a price beyond its capabilities during a sealed bid.

Yang Cheng understood.

After discussing the specific bidding details, the meeting was adjourned.

Yang Cheng and Xia Qing returned to her office.

The two closed the door and mainly discussed family matters.

Xia Qing wants to buy back Umbro's global brand.

But this will cost a lot of money, estimated at $1 million.

Umbro, the British brand, has had a rather tumultuous history.

It was sold to Nike for over £200 million back then, and just four years later, Nike sold it to Iconix, a brand management company headquartered in New York, for $200 million.

This company owns many brands and operates them using a lean business model, leveraging relationships with major retailers in the US and around the world, such as Walmart and Macy's.

From 2012 to now, over the past three years, Umbro has been declining day by day under this company's management.

The company is not doing well right now; even its founder, Neil Cole, was forced to resign, and the stock price has plummeted.

“I have actually spoken with Paul Nugent, Umbro’s VP of Marketing, and others. Over the past few years, they have lost a lot, but also gained a lot, whether at Nike or Iconix.”

"They lost almost all of their star endorsements and team sponsorships; almost all of their football-related business is gone."

"Currently, in its home country of England, the English Premier League, Umbro only sponsors Everton; none of the other teams."

Nike's absorption of Umbro's football business was truly thorough.

This acquisition is indeed a very worthwhile deal for Nike.

"But it was precisely during the years that Umbro was acquired by Nike that it also received an upgrade from Nike. Nike's initial positioning for them was to upgrade them from a football brand to a lifestyle and leisure brand, which was a comprehensive brand upgrade."

"Nike's resources have greatly boosted Umbro's performance, resulting in a comprehensive improvement in areas such as distributor channels and marketing activities."

"After being acquired by the American company Iconix, 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 American online retailers. These are things that our group lacks the most."

"Over the past few years, the core of our Umbro China brand has been 'a love of sports and a love of life.' I believe that acquiring Umbro Global will help us take a solid step towards globalization!"

At this point, Xia Qing told Yang Cheng that the sports brand under the Yang Group had a revenue of over 140 billion RMB in 2014, surpassing Nike in the domestic market.

The company expects to generate over 200 billion RMB in revenue for the entire year of 2015.

For many consecutive years, it has ranked first in sales among domestic brands, with the Umbro sub-brand making a huge contribution and generating very high profits.

Today, we must take this step toward globalization.

Acquiring Umbro globally would be a very good opportunity.

Yang Cheng understood what Xia Qing meant.

Why did his father go to England to acquire the club and establish Basworth Fields as a Chinese company?
Isn't the hope that one day, through this football club, we can take the first step towards globalization and create a global sports brand belonging to the Chinese people?
Now that we have accumulated enough experience and have this opportunity, we should definitely go out and make a difference.

What did my dad say?

Xia Qing smiled and said, "He left all the overseas affairs to me."

Yang Cheng immediately laughed along with him.

If it can really be done, it will fulfill a wish of both my father and Lin Zhongqiu.

This is a good thing!
……

The entire auction was actually divided into three sessions.

These are the jersey, chest sponsor, and armband sponsor.

Of these, the jersey and chest sponsorships are undoubtedly the most eye-catching.

Three bidding sessions were held in succession, and the bids were opened on the spot.

The jerseys and chest sponsors are top-tier sponsors, offering exclusive rights.

The auction will once again be held at the Lancaster Royal Hotel, located at the north entrance of Hyde Park.

According to Yang Cheng, this is a blessed land for the Chinese in Baswater.

On the day of the auction, a large number of media reporters who had come to hear the news had already gathered outside the hotel.

This also made all the potential partners who came to participate in the bidding see the influence of the Chinese at Beswater.

This is currently the most influential top club in the world of football!
Only three brands participated in the jersey sponsorship auction.

However, a total of nine brands participated in the bidding for the chest sponsorship.

As many as 15 brands participated in the bidding for the armband sponsorship.

This actually reflects many problems.

The main reason is that armband sponsorship is not expensive, so many potential brands, including some of the current Chinese sponsors of Baswater, are very interested.

After sponsoring, you can leverage the popularity of Baswater among Chinese consumers during marketing.

It's normal for jersey sponsors to be few.

Only a handful of sports brands worldwide have the resources to sponsor such large-scale events. Even brands like Under Armour and New Balance, which have grown rapidly in recent years, generally don't have this kind of financial strength.

Everyone was watching Nike and Adidas.

Both of these sports brands attach great importance to this.

When interviewed by the media at the hotel entrance, they all expressed their determination to win.

They sponsored six clubs at once, covering the English Premier League, La Liga, Serie A, Ligue 6, Eredivisie and Brazilian Serie A, and all of them are teams with great development potential.

This will undoubtedly provide a great boost to the two major sponsors.

Especially the Chinese in Baswater.

In 2014, Adidas snatched Manchester United from Nike, offering a record-breaking 10-year deal worth £7.5 million.

This made Manchester United the highest-paid shirt sponsorship in history.

On the contrary, the Chinese from Baswater signed a £3000 million contract with Puma in 2011.

This seemed like an astronomical price at the time, but now it has been surpassed by many top teams.

This auction has once again become a stage for the two top sponsors to compete.

Some have even said that a major reason Nike gave up on Manchester United was to go all out to secure the sponsorship from Chinese company Besworth.

Yang Cheng personally attended the auction and ran into many old acquaintances.

Prudential Insurance also participated in the bidding for the chest advertising sponsorship.

Prudential Insurance has also benefited greatly from its cooperation with Baswater China over the past few years.

In particular, the reputation of Prudential Golf Course has made Prudential Insurance a fortune.

Now, they are determined to get the chest sponsorship.

After some preparations, the auction officially began in the grand ballroom of the Lancaster Royal Hotel.

High-ranking officials from Beswater's Chinese branch, as well as Nice, Atlanta, Malaga, Twente, and Palmeiras, were present at the event.

They will all need to sign a contract after the auction ends.

Commercial Director Omar Belada presided over the auction.

Yang Cheng gave a speech before bidding.

The main focus is on his assessment of current and future trends in world football, and on the benefits that the alliance model between the Chinese clubs and several other clubs can bring.

He believes that this model will drive the rapid development of the other clubs and make them the most competitive teams in their respective leagues.

This has already been proven in Nice and Atlanta.

The same will be proven in Malaga and Twente.

As for Palmeiras, Yang Cheng believes it represents a completely new expansion, entering the BRICS countries.

"We are currently the only club in the Brazilian league that has been acquired by foreign capital. The whole of Brazil, and even the whole of South America, is paying close attention to and has high expectations for the development of Palmeiras."

Yang Cheng firmly believes that the Chinese methodology of Beswaters will surely succeed in South America, even if it extends beyond Europe.

This was a very important step forward for future global expansion!
This globalization presents a very attractive opportunity for all partners who aspire to go global!

Yang Cheng's speech was met with enthusiastic applause, after which the notary public explained the auction process and rules.

The first item up for auction was the jersey sponsorship.

Although the six clubs have different colors for their jerseys, they all require the winning sponsor to design home, away, and third jerseys that cater to the fans of each club, based on the club's cultural characteristics.

In addition, there are other more detailed restrictions on sales channels, product listings, and other aspects.

If they were to sponsor a separate event, teams like Nice and Atalanta would never be able to offer such terms.

Even in European football, there are very few top teams that can make these kinds of demands to sponsors like Nike and Adidas.

Since there were only two sponsors, they quickly stepped forward and submitted their bids.

Next, representatives from the nine sponsors who were bidding for the chest advertising sponsorship stepped forward to submit their bids.

Finally, there were the 15 sponsors bidding for the armbands.

The entire bidding process was conducted under the witness of a notary and therefore has legal effect.

After all the participating companies had submitted their bids, Adam Crozier went on stage to begin the bidding process.

At this point, everyone in the venue was extremely tense.

The first thing to be auctioned was the three bids for jersey sponsorship.

Although they used code names, everyone knew they were Nike, Adidas, and Puma.

After the bidding opened, Puma offered the fewest bids.

The German company was only willing to offer £6 million in sponsorship.

That is £1.2 million per year.

But another company offered a staggering £1.4 million, bringing the total sponsorship price to £7 million.

However, the highest bid came from number 3, offering £1.5 million, bringing the total price to £7.5 million.

The whole audience was in an uproar.

If Manchester United's £7.5 million deal was for 10 years, then this £7.5 million deal for 5 years will be the most outrageous deal in the history of world football!
The entire venue was startled.

The final result was Nike!

The Nike representative also seemed extremely excited, clearly determined to secure this sponsorship!

This is a result calculated comprehensively. The exact percentage of Chinese players in the data, as well as the percentages of players from the other five teams, is no longer important.

Let Yang Cheng and his team settle this score slowly!
After the bidding was opened, the atmosphere at the scene immediately became lively.

As if spurred by the exorbitant sponsorship offer, everyone became excited as well.

The second bid was for a shirt sponsorship.

A total of nine companies participated in the auction.

Besides Prudential Insurance, which has been cooperating with Baswater's Chinese partners for many years, there are several other companies, including an internet company from the United States.

But almost everyone felt that Prudential Insurance had basically secured the deal.

This company has a very deep partnership with the Chinese at Baswater, including the Prudential Stadium project.

Previously, they were also considering signing stadium naming rights sponsorship contracts with four other teams besides Basworth Chinese and Palmeiras.

Palmeiras' stadium naming rights have been sold to Allianz.

In recent years, renowned insurance companies around the world have been vying for the naming rights to stadiums, competing for these landmark buildings.

It is worth mentioning that both Allianz and AXA insurance companies participated in this chest advertising auction.

Clearly, the competition is fierce.

To everyone's surprise, the first bid price shocked everyone present.

Representatives from insurance companies such as Prudential, Allianz, and AXA were in particular.

Their expressions changed completely.

Clearly, this offer far exceeded their expectations.

Bidder number 1 offered £7 million over 5 years, or £1.4 million per year.

The entire audience erupted in uproar once again.

As the name suggests, chest sponsorship is generally less valuable than jersey sponsorship.

This is not without reason.

After all, sports brands that sponsor jerseys can earn more profits from the sale of jerseys and other merchandise, as well as the brand value brought by football.

Therefore, they will definitely be more willing to invest in it than in chest advertising sponsorships.

The best-case scenario for this chest sponsorship was £5 million, or £1 million per year.

In the subsequent auction, Prudential offered 6 million pounds, or 1.2 million pounds per year.

That's actually quite high.

So they had been very confident, as if there was no problem at all.

But to their utter surprise, there was someone taller than them.

And it's so much taller!
When Adam Crozier announced the winner, everyone was surprised once again.

It turned out to be Priceline Group, an online travel platform from the United States, which they had never paid any attention to before.

This American internet company has been aggressively expanding and acquiring companies around the world in recent years, demonstrating great ambition. This time, they also hope to quickly make a name for themselves globally by sponsoring the Chinese company, Bestwater, and five other companies.

Everyone was stunned!

I was truly stunned!

These two contracts could bring in at least £14.5 billion over the next five years!
Is this a football club?
No, this is practically a money printing machine!

Yang Cheng and Xia Qing themselves hadn't expected such a strong reaction.

The final bid was for sleeve advertising for these six clubs.

Although there were the most bidding companies, the total amount was the smallest.

Ultimately, Vodafone acquired it through a five-year, £150 million auction.

As a result, the three sponsorship deals for jerseys, chest panels, and cuffs will bring a staggering £16 billion in revenue to Yang Cheng's six clubs over the next five years.

The entire auction hall was thrown into a state of chaos.

When the auction results were announced and the news spread, the media reporters who had been waiting outside went wild.

No one expected it to fetch such an astronomical price.

£16 billion over 5 years!
My God.

What is this concept?
Annual revenue of £3.2 million!
This sum of money is enough to make all the world's top football teams pale in comparison!
Manchester United, Real Madrid, Bayern Munich...

Of all these top teams, which one can reach such an amazing level?

A large portion of these came from Chinese people at Baswater.

It has been previously estimated that if Manchester United's shirt sponsorship is £75 million per year, then the Chinese sponsorship of Besworth will cost at least 100 million.

Now, the results are in!
The media reporters at the scene were immediately thrown into chaos.

Some people made phone calls, others tweeted, and some even squatted by the roadside, busily writing articles, ready 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 the media reporters were invited inside.

Adam Crozier proudly announced the results of the auction and declared it a complete success!

As the club's CEO, Adam Crozier firmly believes that over the next five years, the Chinese team and the other five league clubs will continue to bring more business benefits to all sponsors and partners.

"At least, over the years, all the brands and companies that have worked with us have spoken highly of us, and our reputation in the industry is well-known!" Adam Crozier said proudly.

No one doubts the commercial value of the Chinese at Beswater.

Five consecutive Premier League titles and four consecutive Champions League titles are historic achievements that make this club even more unique.

Especially now.

Yang Cheng has even become the chairman of the FIFA Supervisory Board!

Everyone knows that the Chinese team in Baswater and the other five teams will definitely see even greater development.

Yang Cheng and Xia Qing also happily accepted interviews from media reporters.

They all expressed their gratitude to all the sponsors, partners, and companies that participated in the bidding.

This is an affirmation of the Chinese people at Beswater!
This also represents an endorsement of the entire business model.

After Yang Cheng finished his interview with the media, Prudential Insurance representatives specifically asked him to step aside and persuade him to give the naming rights of several stadiums to Prudential Insurance no matter what.

But at this point, how could Yang Cheng possibly agree? Of course, he would make up some excuse to brush it off.

But the impact of this auction continues to unfold.

This far exceeded Yang Cheng's and everyone else's expectations.

(End of this chapter)