Football: The immortal legend on the green field

Shen Bin had two purposes for this trip. One was to accompany the three boys to negotiate with AC Milan, and the other was to meet with the European beverage giant Danone.

When Shen Bin signed the endorsement contract with Coca-Cola, if Star Sports had not intervened in advance, he would not have had the opportunity to endorse other beverage products, because Coca-Cola had a non-competition restriction on similar products in the contract. It was Star Sports that discovered the trick in the contract, and after Star Sports argued for it, sports drinks and water were separated out.

Star Sports knows that Shen Bin is a huge gold mine, and pays special attention to the selection of endorsement products and contract details, which is why the current cooperation with Danone is possible.

Speaking of Danone, I wonder how many people know it. What about French Evian mineral water? But what about Robust? I believe that not many people don't know it, right?

As one of the top three water companies in China, Robust started out by making children's drinks, but it was purified water that really made it big. However, the water industry leader Wahaha and the up-and-coming Yangshengtang made it feel the crisis of survival and development all the time. In the past two years, its market share has retreated to third place, squeezed out of the second place by Yangshengtang.

As the saying goes, change is the key to success. Robust needed more capital investment, while France's Danone needed to enter the lucrative Chinese market. The two sides hit it off immediately, and after more than a year of negotiations, the two sides finally signed and confirmed the acquisition in May this year. Danone (Hong Kong) officially acquired Robust, and all the former senior executives of Robust resigned. Danone, the water industry giant, finally took the first step towards China.

Despite the acquisition of Robust, it is still difficult to enter the increasingly mature Chinese water market. Wahaha has always used celebrities as its spokespersons, which has worked well.

It started with Jing Gangshan, then Wang Leehom was invited, and it has been used ever since.

Since the expiration of Leon Lai's contract, Robust has not used any celebrity spokespersons. This time, Robust plans to launch a functional sports drink, and now Shen Bin's appearance immediately attracted their attention. Shen Bin has a healthy and positive image, and their success is also in line with the international image and strong strength of the Danone Group.

As for the product itself, it is most appropriate for sports drinks to be endorsed by athletes.

The two often drank Evian mineral water when they were abroad and had a good impression of Danone, so there was no problem and both parties quickly signed and confirmed the contract.

Shen Bin will become the image spokesperson for Robust Danone (Hong Kong) Group for two years. After the contract expires, the two parties will negotiate again to decide whether to renew the contract.

In fact, ever since Shen Bin became famous in the Netherlands, there has been a constant stream of companies coming to Star Sky hoping to sign commercial contracts.

Businessmen of all kinds, big and small, said that their corporate image was most suitable for Shen Bin.

However, most of them were rejected by Star Sky. Star Sky designed the images for several of its players, and only products that met their requirements could pass the Star Sky Sports stage.

Starry Sky has established a noble and elegant personality for Shen Bin. Unless it is an international super brand, no matter how much money you offer, it will be out of the question.

So far, Shen Bin does not have many endorsements, except for Coca-Cola, Danone sports drinks, Patek Philippe men's watches, Zegna men's suits, Puma sneakers, and Aston Martin SUV cars.

Building a star image is a very difficult process, and one wrong step may ruin all the previous efforts. Think about Yao Ming, there is a whole team of elites working hard to build the "Yao Ming brand".

Star Sports is more professional than Yao Ming's personal team. They not only designed a complete set of characters for Shen Bin, but also designed characters that fit their own image for several other Chinese players. Deng Zhuoxiang is youthful and energetic. Chen Tao is alternative and unconventional. The two of them have received much more endorsements than Shen Bin, with more than a dozen each, but this does not mean that the quality of the products they endorse is much lower than Shen Bin's.

The brands they both endorse are all products above domestic and foreign second-tier brands.

Since they endorse many brands, their income is not less than Shen Bin's, especially Deng Zhuoxiang, whose endorsement income is close to 200 million RMB this year alone.

When choosing contract partners for the three, Star Sports paid special attention and eliminated all small brands, or companies that were unlikely to develop greatly, those whose bosses had no ideas, or those that were not strong enough.

This time, Shen Bin and Danone only signed an internal agreement and have not made it public. According to Danone's requirements, the public signing ceremony must be held at an appropriate time at the Hong Kong Convention and Exhibition Center.

This was also agreed upon in advance by Starry Sky and Danone headquarters. Danone wanted publicity effects, while Starry Sky wanted to further build Shen Bin's star influence. Cooperating with internationally renowned companies and holding a press conference at the convention and exhibition center were in themselves moves to increase Shen Bin's value and status.

On the day when Shen Bin signed the agreement with Danone, Tan Wangsong, Zhang Fanlin and Sun Ke also signed contracts with Milan under the leadership of Allen.

"You will be proud of your choice for the rest of your life!" Mr. Baresi, who had strongly recommended the three to the club, said excitedly to the three.

The transfer of the three players happened suddenly, and there was no time to inform the media, so many media did not know that the two had "secretly made a lifelong commitment" with Milan. However, when Galliani sent them out of the office building, they were photographed by the alert paparazzi.

So later that day the news first appeared on the local TV sports news.

The next day, many media, especially Chinese media, only reported two big news. One was that some members of the Chinese National Youth Team appeared at the Pudong International Airport, and the other was sensational.

Since there was only a photo of Shen Bin shaking hands with Gallinani in Italy, the headline given by the news was "Shen Bin had a secret meeting with Milan!"

This piece of news led to many related reports. Someone said that he saw Shen Bin on a plane from Amsterdam to Milan, so reporters immediately flocked to the Milan club to verify the matter, but Galliani answered very cleverly: "Milan is indeed interested in Shen Bin, but it is just an interest. When there is a result, Milan will naturally inform you."

On July 7, AC Milan’s official website announced the transfers of Tan Wangsong, Zhang Fanlin and Sun Ke. There was no news about Shen Bin, which made it confusing whether Shen Bin would transfer to AC Milan.

There are many versions out there. Some say that Shen Bin has signed a contract with Milan, some say that the two sides are negotiating the details of the contract, and some say that the two sides have not reached an agreement.

When domestic reporters including Li Yan called to verify the matter, Shen Bin's phone was turned off, as if he had suddenly disappeared from the face of the earth.