Born to Run

In Yanjing in April, the weather has gradually warmed up.

In the morning, a car Volkswagen Passat slowly drove out of the gate of the training bureau.

Max Eisenbad sat on the back seat, patted the cushion under him lightly, and turned to look at Yeqin, who was resting with his eyes slightly squinted, and sighed slightly, "This car is not bad, but Tian Guan The center’s external endorsement fee is still too low."

"Mr. Eisenbad, it will make us feel a little embarrassed to say that."

In the back seat, Ye Qin opened his eyes, but before he could speak, Chen Zhongzhou in the front driver's seat had already answered first.

"Chen, you don't have to feel embarrassed, I am not talking about you. This is not your fault, nor your job and scope of authority. In certain business negotiations, only professional people can really strive for the real maximum. Eisenbad laughed and continued, “Besides, in my opinion, your field management center is actually doing a good job in this area. However, it is still far from fully tapping the value of athletes. The difference is a bit far. You really underestimate Ye Qin’s influence, a world men’s 200m champion, the world’s first yellow race champion, and the first yellow race athlete to reach the 10-second mark. For the legendary athletes of 100 meters, 200 meters and 400 meters, you too neglect Ye Qin's commercial value. Not to mention that in the world, at least in Greater China and the entire Asia-Pacific region, Ye Qin's commercial value is beyond your imagination. ."

"Can you tell me in detail, Mr. Eisenbad." Chen Zhongzhou's tone was a little uncomfortable. He is a coach under the Tianguan Center. He has been watching some commercial endorsement advertisements received by Ye Qin in the past few years. I dare not say that it is particularly good, but it is still quite good in comparison among athletes.

"Call me Max, Chen, you are the assistant coach. I have learned that Ye Qin's current head coach is Yuan Guohua, but the opponent is the relay team coach. Many things cannot be estimated. Most of the time, you are in charge of Ye Qin. I have to say that you have more potential to be an agent than a coach."

Max Eisenbad seemed to be unable to hear Chen Zhongzhou's tone at all, and he still answered with a smile.

To be honest, he was surprised when he learned about the role Chen Zhongzhou played in Yeqin's team. Not only did he need to coordinate Yeqin's competition work, but there were also many aspects of life, and even some commercial work was assisted by the other party. deal with.

Like Yeqin’s trips, the other party drove to pick up the car. Under Max Eisenbad’s pressure, this is not an assistant coach’s job, at least it can be shared among many people, and some of the jobs are brokers. The role of people and managers.

Of course, Max Eisenbad didn't say it particularly directly. He went to Germany to play in Yechin, and he has been in China for more than two months to understand various situations.

According to him, Liu Yangyu, another Chinese track and field superstar, used the same training and life, and his coach Sun Chaosheng was often picked up and sent off by his coach. From the big rush after the Athens Olympics to the VOLVO endorsement afterwards, Sun Chao was born. It is said that this year's Cadillac also has contact with the Tianguan Center.

"Well, Max, since you said I am an agent, I really want to learn about this aspect of work."

Chen Zhongzhou heard Max Eisenbad's words and was silent for a while, did not refute the other party, but directly asked about the specific situation.

In the past few years, for Chen Zhongzhou, many conceptual things have indeed changed a lot. Although he initially joined Ye Qin’s coaching team as an assistant assistant, he gradually needed to deal with more and more things due to Ye Qin’s progress in the later period. He really did take over Ye Qin’s agent directly. Thoughts.

"Brother Chen, if you are willing to take over, I will definitely hand it over to you."

In the back seat, Ye Qin, who had not spoken, heard Chen Zhongzhou speak like this, and laughed and interjected. I twisted my neck slightly. After the training this morning, my body muscles were still a bit tight and I didn't have time to fully relax. I felt a little uncomfortable after working in the car for more than half an hour.

Eisenbad saw Ye Qin's movements on the side, made a direct gesture, reached out to Ye Qin's side, rubbed him a little, and then said: "Chen, even if you have ideas in this regard, but you don't This aspect of working experience or understanding of the situation, so if you talk to Yeqin about endorsements and advertising income, you will definitely suffer a loss, just like your field management center does.

The income of commercial advertising endorsements is the most important part of the income, whether it is a hugely popular athlete or a star in the show business, but this part of income is not the more the better.

I have studied the income of your other sports star Liu Yangyu in detail over the past few years, and found that he has received a lot of advertisements and endorsements, but the total income is not high. "

"In 2006, Liu Yangyu's income should be tens of millions, right? Isn't this income high?" Chen Zhongzhou asked in surprise.

"The endorsement fee is about 5,000 to 60 million, and Liu's income should be almost two to three thousand yuan." Max Eisenbad is obviously more familiar with data than Chen Zhongzhou, "Chen, do you think this income Very high? Then do you know the income of the top ten sports stars in the world in 2006?"

With that said, before Chen Zhongzhou could answer, Max Eisenbad answered first, "F1 Alonso, 135 million, US dollars! The second is the golfer Tiger Woods, 111 million, and the third is boxing. Player De La Hoya is 53 million dollars. Even the tenth-ranked motorcyclist Valentino Rossi earns more than 30 million dollars. Now, you can calculate the difference."

Chen Zhongzhou stopped talking in the driver's seat. At this time, the exchange rate between the RMB and the US dollar was about 1 to 7.7. Calculated by Valentino Rossi at the end of the top ten in the world, the gap between the two is also Seven or eight times. There is always a five-fold loss of prices and so on.

Not to mention the comparison with those in the top three and two.

"That's why I want to say that commercial endorsements are not about quantity, but about quality. A high-end endorsement brand can not only bring enough income to athletes, but also increase the athlete's worth. And it can make these commercial activities to the fullest. It may not affect the training, competition and life of the athletes. Today we are going to sign this is just the beginning, a gift for the first cooperation between me, Yeqin and your management department. When all the process specifications are fixed, I will Ye Qin pushes to the world."

Max Eisenbad said indifferently, but with strong confidence in his tone.

Ye Qin was a little moved by the sound. The concept of money in his bones was actually a bit vague. He might even calculate carefully when money was scarce, but after he had enough energy in his life, he actually didn't care so much about this aspect.

This has something to do with the young life and habits, like the poor of some black athletes who get rich, but he did not squander, and simply saved. But after contacting some people, especially with the advice of Chen Zixi's father, Chen Yunbo, he realized that he should make full use of his reputation to gain benefits in his career. This is a sincere advice from a person who has been in business for many years to someone who has never been in contact with this area.

The situation Max Eisenbad said, Yeqin understood very well.

In the past few years, Liu Yangyu has received more advertisements than him. He is very clear that this is the difference in influence and popularity between the two, and there is nothing to say. However, although Liu Yangyu has received a lot of advertisements and endorsements, the number can be said to be quite a lot, but it is really not very high for every brand.

Even for some international brands, the prices given are cheap compared to those of the top athletes in the world. After Liu Yangyu broke the world record in July last year, Tian Xie raised the price ceiling of Liu Yangyu's advertising endorsement from the original 10 million yuan to 12 million yuan.

The Adidas advertising endorsement that Yeqin is about to sign is priced at 20 million a year. This is Yechin’s largest endorsement contract since commercial advertising. The second round of a single deal is higher than that of Liu Yangyu last year and the year before. Out a lot.

This is more than advertising endorsement revenue. It is the first open gift Max Eisenbad brought to Yechin. If it were not for the brand influence that can radiate the world, Max Eisenbad would not be happy with this price. accept.

This is the gap between professional brokers and non-professionals.

Sports brokers, like professional sports, are imported products.

As early as the second half of the 19th century, Western developed countries represented by Britain and the United States all experienced the evolution from amateur sports to professional sports. The biggest difference between the two is that professional sports no longer only focus on sports itself, but focus on the operation and promotion of events, commonly known as commercialization.

Since then, the demand for management of sports events and athletes has further given birth to sports brokerage activities, followed by sports brokers engaged in related work.

In China, due to the late start time and sports management mechanism, the maturity of the sports agency market is obviously insufficient. A typical figure is that the current ratio of professional sports agents to full-time athletes in China is still less than 1:3000.

In the field of sports brokerage, due to historical reasons and differences in institutional mechanisms, China has chosen a completely different path.

The vast majority of domestic Olympic sports and professional athletes rely on national training, ranging from sports schools to large national teams, and the sports management center is responsible for the expenses. Under the premise of high investment and high elimination rate, getting good results and competing for gold and silver in international competitions are the only goals.

In this mode, the teams and management departments to which the domestic athletes belonged once acted as sports agents. According to the "Notice on Strengthening the Management of Active Athletes Engaged in Advertising and Other Business Activities" issued by the National Sports Commission, the predecessor of the State General Administration of Sport in 1996, it stipulates that "the intangible assets of active athletes belong to the state."

In other words, the management agency has almost "buyed out" the athletes' careers. During this period, the distribution of bonuses and commercial benefits is under the management of the General Administration of Sports.

The advantage is that there is no need to worry about daily expenses like the United States and other foreign athletes, but can focus on training and competition. The problem is that athletes within the system will be subject to greater restrictions when participating in commercial activities ~ www.wuxiaspot.com ~ behaviors such as private endorsements are even more regarded as violations of regulations.

However, this seemingly stringent policy was loosened last year.

In 2006, the State Sports General Administration revised the above-mentioned regulations. Regarding the intangible assets of athletes, the management department affirmed personal efforts and promised to protect the rights and interests of athletes.

This is also the prerequisite for Yechin to start cooperation with Max Eisenbad. On this basis, Max Eisenbad also facilitated the exchange and cooperation between the Chinese track and field team and the American IMG Academy. A large number of athletes went to the IMG Academy for training cooperation.

After Yeqin accepted the job as an agent in Max Esenbad, he no longer needed to complete the five-to-five accounting model with the Tian Management Center as before. The Tianguan Center handed over Yeqin's brokerage business, which was taken over by IMG, and the two shared 30%-40% of Yeqin's income.

Compared with Yeqin’s ability to get 10% to 20% more, the more important thing is that IMG has the ability to receive a higher price endorsement contract for Yeqin. Even if the Tianguan Center reduces the proportion, the overall revenue will not Decrease, maybe even more.

Some of these things Yeqin knows well, and some Yeqin doesn't know much about them, so he doesn't need to worry about them. Basically everything is discussed by Max Eisenbad. The difficulties and troubles encountered are what a broker and an international talent economy company need to solve.

For this endorsement contract, although it is not comparable to the contracts of other world-class top sports stars, Ye Chin is still very satisfied.

This is the beginning. Whether it is the price of endorsements or the cooperation through brokers, the ability to fully understand their own value is what Ye Qin cares most about.

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