ball at foot

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

And now, Zhang Yuan told him the same thing.

The star's portrait right is related to the star's image, conversation, personal items and all other commercial activities.

Contrary to what many people understand, portrait rights do not mean that if the team obtains the portrait rights, the team will share half of the player's commercial contract income-in that case, the players would not be crazy?Each of the top players has a contract of tens of millions, and if you give half of it to the team, it will all become a job for nothing-the endorsement fee and the right to portrait are not exactly the same.

When a company invites a player to be an endorsement, it must pay him an endorsement fee.For example, if Adidas signs an endorsement contract with a player, then Adidas pays the player, and what the player has to do is to use Adidas products in the game according to the Adidas contract.After signing a contract with Adidas, players can no longer wear products from other sporting goods companies on official occasions, such as games, open training, press conferences, fan meetings, and even some magazine photography. It is endorsement. [

Such mistakes have not been made before.After Ronaldinho signed an agreement with Coca-Cola, at a press conference, he took a sip of a bottle of Pepsi-Cola. This sip made Coca-Cola settle with him. His own losses reached 50 euros per year, a total of 100 Multimillion-dollar contract.

But these are just endorsement fees.

And how to get stars to sign with their own company?The company will give the star a sum of money, and that sum of money is a sponsorship fee.The sponsorship fee is paid for, which is equivalent to being given to the players by the company-but, after taking 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 his contract with a sports company, he will receive a signing fee.

And after star endorsement, there are some other things: for example, to what extent is the star's photo used, the number of uses, the use of the star image in the advertisement, or inviting the player to participate in the company's activities-these things, although When the contract was signed, it was signed together, but it was regarded as the benefit of the portrait right.And this part is the part that the team will share after obtaining the portrait rights.

Of course, there are also some programs that invite players to do programs, interviews, and publicity, all of which charge a fee.This fee is also linked to portrait rights.

This kind of profit has not been taken seriously for a long time. Until the turn of the century, the portrait rights were not in the hands of individual players, but in the hands of large sports companies.At that time, big companies such as Nike, Adidas, and Reebok controlled the portrait rights of players.When a player signs a contract with a sports company, the sports company also buys the player's portrait right, which can 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, headgear and all other items except jerseys to Reebok-and he was paid only 350 million proceeds.As for why the jerseys are not sold - because the practice of jerseys is that the team retains the portrait rights. After all, the team's jerseys are made and sold by a unified company, and it is impossible to leave them to the players to sell separately.At the turn of the century, Raul was a top celebrity with a good image and high strength, and he only had such a small income, so we can know how severely the right to portrait was 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 giving them to big companies and Real Madrid. The little money given by the sports company can be compensated by the wages given by Real Madrid.Therefore, Real Madrid once occupied 90% of their portrait rights, which was a normal thing for 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 was not exploited ?

It wasn't until Beckham that things changed.Because Beckham's commercial value is too great, he will suffer a lot if he does this. Of course, he will not give 90% to Real Madrid.The result of Real Madrid's negotiation is that Real Madrid occupies 50%, and he personally retains 50%.Therefore, the other stars also took advantage of the trend and changed it to 50%, which is 40% more than before.At that time, although Real Madrid got part of it, because of previous precedents, it was better to give them benefits than to collect their money.Their era was special. At that time, half of the portrait rights were obtained from the team, which was much better than being exploited by a big sports company.

After the new century, all teams began to gradually take the portrait rights into their own hands: First, by doing so, the team could earn part of the money.Second, sometimes the team needs to make some unified plans, which is more beneficial to the management of the team's image. Moreover, with the advent of the new century, sometimes the team will cooperate with some enterprises in the name of the team Sign an endorsement contract—for example, Milan once signed a contract with a certain underwear company to endorse underwear in the name of the team, Real Madrid, Manchester United and other teams, cars, watches, and fashion items are all signed in the name of the team— It is very difficult for individuals to obtain such endorsements, and the team is not complete without one person, and it is also a trouble. Therefore, the teams have all requested the right to the player's portrait.

Of course, there are no exceptions.For example, Barcelona, ​​since Rivaldo's time, they have developed a tradition that the team's top players hold [-]% of their portrait rights.Although this seems to be a profit for the players, in fact, sometimes it is not good for the players or the team.

For example, Lionel Messi in Barcelona has the portrait rights in his own hands and wears Adidas shoes, but Barcelona's sponsorship was Nike for a while, so Nike can use Barcelona's image, but not Messi's.And when Messi scored an impressive goal, in order not to make people think that Nike was great, he had to advertise for Adidas-he had to take off his sneakers and kiss the audience. Next, so that the sneakers steal the spotlight and let people see: this is Adidas!

And it's not bad for him to be like this, after all, it's not bad to show his face by celebrating.Some other stars, who have no chance of scoring goals, want to steal the spotlight with their sneakers, and even do some things in the game, deliberately kicking the shoes to steal the spotlight. Some people even suspect that in 06 Carlos The shoelaces have nothing to do with that either.These are all very failed operations. The income of the players and the team is separated, and the team and the players have suffered the loss of image and income.

But now, things have changed a lot.

Most of the portrait rights of England's players are in their own hands—or in other words, in their own company's hands.In order to evade taxes, most of the Premier League players choose to set up a company in their own name, transfer their portrait rights to their own company, and then lease the company to the team-in this case, it can be regarded as a company transaction , instead of personal income, because the thresholds for corporate transactions and personal income tax are different, which can save a lot of tax, and it can be regarded as 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 Broadcasting Company is a well-known player's personal company.

But now, Zhao Yaning's problem has become a problem.

How much did he pay for his portrait rights to Real Madrid?

"I'm sure you can't just turn it down, 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 a question of training. After all, after the team gets a part of your portrait rights, training, commercial activities, jerseys and so on are all arranged in a unified way. If they are all in your hands, training is not easy to arrange.”

Such examples are not without: Rivaldo was firmly in his own hands when he was playing football.But this also caused a consequence: his commercial team discussed commercial activities with big companies, and the time arrangement with the team may not be right. For commercial endorsement, sometimes he will delay the team's training.Because there were so many things like this, the major teams later took it as a warning-we can pay more for less, but we have to pay part of it.Otherwise, money is a small problem, and the team's activities can't be arranged, which is a big problem.

"If I also give them 50% of my portrait rights, how much will I lose?" Zhao Yaning asked. [

"If that's the case...Counting the commercial benefits that Real Madrid can bring to you, if they are willing to pay you 1500 million annual salary, you probably won't lose money."

This price, Zhao Yaning knew it was impossible when he heard it, it was too high.If his current income is normal, it is 1000 million. If he asks Real Madrid to pay 500 million more, Real Madrid will definitely not do it.This is not just a salary issue, but also a team's contract level issue.However, if 50% of the portrait rights are only 500 million, the total of my portrait rights is about 1000 million, which is much less than I imagined.

However, this also confuses him: At the beginning, Zidane was also funded by large companies such as France Telecom. Didn’t he hand over the portrait rights in the same way, which is probably similar to 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 Hidetoshi Nakata.His income has always been high, but how much of it is related to portrait rights?he does not know.

But now, after asking this question, he finally knew that his portrait right was quite valuable.

"China is a big country, so there is naturally a lot of use. This money is a lot. Moreover, there is another reason why it cannot be given to Real Madrid: some money cannot be raised at all. Especially when the Olympics are coming, the publicity It’s everywhere. If you really gave Real Madrid the right to portrait, and let Real Madrid ask for money, they ask the Olympic Committee for money? Are you still in China? CCTV interviews you, and they ask for a portrait fee? Are you looking for bad luck? "

"But will Real Madrid let go of the issue of portrait rights?"

"Of course they won't let go so easily." Zhang Yuan is very confident about this, "But, believe me, they won't get anything."

"why?"

"Because in theory, it is not you who are negotiating with them. It is not your company, but the country." Zhang Yuan smiled wryly, "You have the right to sell your portrait rights, because they no longer belong to you."

Zhao Yaning was extremely surprised by these words.He couldn't imagine that such nonsense existed in this world.

"According to the regulations of the General Administration of Sports in the early years, the physical 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 belong to the country."

"So, I still embezzle state-owned assets all the year round?" Zhao Yaning smiled wryly.

"Theoretically, that's right. Speaking of which, you're a big embezzler."