The Ball at Your Feet

Although Zhao Yaning has played for several years, he does not know the specific contract division. He only knows how much money a contract can provide him. As for the specific endorsement fee, portrait usage fee or sponsorship fee in this contract, he doesn't know.

And now, Zhang Yuan is telling him this too.

The right of the star’s portrait is related to the star’s image, conversations, personal supplies and all other business activities.

Unlike many people's understanding, portrait rights do not mean that if the team gets the portrait rights, the player's commercial contract income will be half of the team's profit. In that case, the players can't be crazy? Each of the top players has ten million contracts, and half of the contracts are given to the team, and it is all for nothing - endorsement fees and portrait rights are not exactly the same.

When a company asks a player to do endorsement, it has to pay him an endorsement fee. For example, if Adidas signs an endorsement contract with a player, then Adidas pays the player compensation, and what the player has to do is to use Adidas' products in the game according to the Adidas company's contract. After signing a contract with Adidas, players cannot wear products from other sporting goods companies on formal occasions, such as games, open training, press conferences, fan meetings, and even some magazine photography. It is endorsement.

No one has made such a mistake. After Ronaldinho signed an agreement with Coca-Cola, at a press conference, he picked up a bottle of Pepsi and took a sip—this sip allowed Coca-Cola to settle with him. He himself lost 500,000 euros per year, a total of one sip. More than one million contracts.

However, these are just endorsement fees.

And how to get the stars to sign with their own company? The company will give the star a sum of money, and that sum is a sponsorship fee. The sponsorship fee is provided free of charge, which is equivalent to being given to the players by the company-but if you take the money from the sponsoring company, you have to sign a contract with the sponsoring company. To put it bluntly, it is not much different from the signing fee. Therefore, every time a player renews a contract with a sports company, there is a signing fee available.

And after the star endorsement, there are some other things: for example, how much the star’s photo is used, the number of uses, the use of the star image in the advertisement, or the invitation of the player to participate in the company’s activities-these things, although When the contract was signed, they were signed together, but they were all regarded as the benefits of portrait rights. And this part is the part that will be profitable after the team gets the image rights.

Of course, there are some programs that invite players to do programs, do interviews, and do publicity, all of which are charged. This fee is also linked to the image right.

This kind of profit has not been valued for long. Until the turn of the century, the right to portrait was not in the hands of the individual players, but in the hands of the big sports companies. At that time, Nike, Adidas, Reebok and other big companies controlled the player's image rights. A player signs a contract with a sports company, and the sports company also purchases the player's portrait rights, which will be used freely in the future. For example, when Raul signed a contract with Reebok, he sold the portrait rights of his shoes, wristbands, necklaces, headdresses and other items except jerseys to Reebok-and he was paid only a year 3.5 million in revenue. As for why the jerseys are not sold-because the practice of the jersey is that the team retains the right of portrait, after all, the team's jersey is uniformly produced and sold by the company, and it is impossible to leave it to the players to sell separately. At the turn of the century, Raul was a top celebrity with a good image and a high level of strength. He only had such a small income, and it was possible to know how badly his portrait rights were exploited at that time.

It is precisely because of this that when Real Madrid acquired Zidane, Figo, and Ronaldo, they did not encounter much trouble with portrait rights. Their portrait rights are not in their own hands anyway, and there is not much difference between the big companies and Real Madrid. The money given by the sports company can be repaid by the salary given by Real Madrid. Therefore, Real Madrid once occupies 90% of their portrait rights, which seemed normal to the stars at the time: they were used to their portrait rights being in the hands of others, and they didn’t feel awkward. Being exploited by someone is not exploiting. ?

It wasn't until Beckham that things changed. Because Beckham's commercial value is too great, he will suffer a big loss in doing so. Of course, he will not give Real Madrid 90% of his death. The result of Real Madrid negotiations is that Real Madrid occupies 50%, and he personally retains 50%. Therefore, other stars have also changed to 50%, which is 40% more than before. At that time, although Real Madrid got part of it, because of previous precedents, it was not so much to collect their money as to give them benefits. Their age is special. At that time, they got half of the portrait rights from the team, which is much better than being exploited by big sports companies.

In the new century, all teams gradually began to receive the right of portraits in their own hands: in this way, the team can make a portion of the money. Secondly, sometimes the team also needs to make some unified planning, which is more beneficial to the team's image management. Moreover, as the new century arrives, sometimes the team will use the name of the team and some enterprises. Sign an endorsement contract-For example, Milan once signed a contract with an underwear company to endorse underwear in the name of the team. Real Madrid, Manchester United and other teams. The endorsements of cars, watches, and fashion goods are all signed in the name of the team. Such endorsements are difficult for individuals to obtain, and the team is not complete without one person, and it is also a trouble. Therefore, the teams have all asked for the image rights of the players.

Of course, it is not without exception. For example, Barcelona, ​​since Rivaldo, they have developed a tradition, the top players of the team hold 100% of their portrait rights. Although this seems to be a profit for the players, in fact, sometimes it is not good for the players and the team.

For example, Barcelona’s Messi has the right to portrait in his own hands, and he wears Adidas shoes, but the sponsorship of Barcelona was Nike’s for a while. Therefore, Nike can use the image of Barcelona, ​​but there is no Messi’s. When Messi scored an impressive goal, he had to advertise Adidas in order not to make people think that Nike was great. He had to take off his sneakers and kiss the audience. Next, so that the sneakers can steal the spotlight and let people see: This is Adidas!

And he is pretty good, after all, it's pretty good to show his face by celebrating. Some other stars did not have the chance to score goals and wanted to make their shoes steal the spotlight. They even made some deliberate kicking of their shoes in the game to make the shoes steal the spotlight. Some people even suspected that the Carlos series in 2006 Shoelaces are not unrelated to this. These are all very failed operations. The revenue of the players and the team is separated, so that the team and the players bear the loss of image and revenue together.

But now, the situation has changed a lot.

Most of the portrait rights of England players are in their own hands-or in other words, in the hands of their own companies. In order to avoid taxation, Premier League players mostly choose to set up a company in their own name, transfer their image rights to their company, and then lease the company to the team-in this case, it can be regarded as a company transaction. , Rather than personal income, because the thresholds for corporate transactions and personal income tax are different, which can save a lot of tax, and it is also considered a reasonable tax avoidance. And some people's companies also take advantage of the trend and part-time personal promotion. For example, Irving's Irving Promotion Company is a well-known personal player company.

Now, Zhao Yaning's problem has become a problem.

How much does his portrait rights pay to Real Madrid?

"It's definitely not possible to say no, and don't give me a penny." When Zhang Yuan and Zhao Yaning talked about this issue, they also gave Zhao Yaning a bottom line. "This is not only related to the issue of money, but also the issue of training. After all, after the team has obtained part of your portrait rights, training, commercial activities, jerseys, etc. are all arranged in a unified manner. If all are in your hands, training is not easy to arrange."

Such examples are not uncommon: during Rivaldo's playing, the right to portrait was firmly grasped in his own hands. But this has also caused a consequence: his commercial team negotiated commercial activities with large companies, and the schedule with the team may not be right. For commercial endorsements, sometimes, he will delay the team's training. Because this kind of thing happened too much, the major teams later took a warning-we can pay less, we can also pay more, but we have to pay part of it. Otherwise, money is a small problem, and the team's activities can't be arranged and the trouble will be big.

"If my portrait rights were also given to them at 50%, how much would I lose?" Zhao Yaning asked.

"In that case... Counting the commercial benefits that Real Madrid can bring to you, if they are willing to pay you 15 million in annual salary, you will probably not lose money."

At this price, Zhao Yaning knew it was impossible, it was too high. If his current income is normal, it is 10 million. If Real Madrid pays 5 million more, Real Madrid will definitely not do it. This is not just a question of salary, but also a question of the level of the team's contract. However, if 50% of the portrait rights are only 5 million, the entire portrait right of oneself is about 10 million, which is much less than what I thought.

However, this also confuses him: At the beginning, Zidane was also funded by large companies such as France Telecom. He did not surrender the portrait rights in the same way. It is probably the same as Zhao Yaning's situation. Less.

Zhao Yaning’s commercial contract has always been one of the best in the football world. Moreover, his commercial contract is probably of the same type as Nakata Hidetoshi. It is a large part of the country’s market for one person. How can it be more difficult than others. go. His income has always been high, but how much is specifically related to portrait rights? he does not know.

And now, after asking this question, he knew it-it turned out that his portrait rights were quite valuable.

"China is a big place, so naturally it uses a lot of it. This is a lot of money. Moreover, it cannot be given to Real Madrid. There is another reason: some money cannot be mentioned at all. Especially when the Olympics is approaching, propaganda It’s everywhere. Really gave the portrait rights to Real Madrid, and asked Real Madrid to ask for them. They asked the Olympic Committee for money? Are you still in the country? CCTV interviews you, and they ask for a portrait fee? Are you unlucky? "

"But is Real Madrid willing to let go of the issue of portrait rights?"

"Of course they won't let it go so easily~www.wuxiaspot.com~Zhang Yuan is very confident about it," but believe me, they won't get anything. "

"why?"

"Because in theory, it is not you who negotiated with them. It is not your company, but the country." Zhang Yuan smiled bitterly, "You have no right to sell your portrait rights, because it doesn't belong to you long ago. "

This made Zhao Yaning extremely surprised. He really couldn't imagine that there was such a nonsense thing in this world.

"According to the early regulations of the General Administration of Sports, the intangible assets of all athletes participating in the national team belong to the national team. You are a player of the national team, so in theory, all your advertising revenue should be national."

"So, I still embezzle state-owned assets all the time?" Zhao Yaning smiled bitterly.

"Theoretically speaking, that's right-speaking of it, you are a big corruption criminal."