The most basic requirement for signing a sneaker endorsement contract with a star is that the star needs to wear the brand's sneakers to participate in the competition or training. On the court, a series of activities, such as commercial promotion, social media promotion and recording advertisements, are included in the endorsement activities.
In fact, this is only part of the endorsement contract. When taking photos and promoting activities outside the stadium, stars also need to wear endorsement shoes to appear in public.
Even in the NBA All-Star Game a while ago, Manchester United star Bogba waved flags and shouted for james harden, where Adi belongs, and contributed to the brand endorsement.
The endorsement contract signed by the stars includes not only sneakers, but also the brands of clothes, bags, hats, gloves and other accessories worn by athletes. A formal endorsement contract, even including sunglasses, headphones, personal care products, health care products, watches, and even protective covers for tablet computers or mobile phones, can be described in great detail.
And big-name players like Cristiano Ronaldo and Bogba will also pay great attention to their commercial value and will not sign too many kinds of goods to avoid conflicts. In addition to the advertisement of sneakers, they are generally cautious about the endorsement of clothing.
Of course, generally speaking, sponsors will also provide a whole set of products with Logo for the stars to use, and kill the wrong wear from the source.
Last season, even as a coach, Li Tie continued to wear Adi's sneakers to direct the competition, which clashed with Nike, the sponsor of Super League, and was fined 400,000 yuan.
It is very important for the player's agent to carefully check the terms of the contract and determine whether the star he speaks for only involves sneakers or other items, otherwise it will be too late to regret when he is fined.
2. What if individuals, clubs, national teams and brands are different?
Many times, the brand endorsed by players will conflict between the national team and the club. When players interpret their obligations to the national team, clubs and individual endorsement contracts, many problems follow. After all, whether in the club or the national team, players should wear the corresponding equipment signed by the group to participate in competitions and training.
The shoes endorsed by some stars are consistent between the national team and the club, such as Bell.
Bell plays for Real Madrid, and its sports equipment sponsor is Adidas. As for the national team, Bell plays for the Welsh national team, and its equipment is also sponsored by Adidas. Bell and Adidas also signed a sports shoes endorsement contract, and Bell also has commercial cooperation agreements with EA Sports and Sony. Most importantly, whether Bell appears in Real Madrid or the Welsh national team, the brand of Adidas is the same.
Bell's happy life: left-handed national team, right-handed club
The same is true in Neymar, where Neymar signed a contract with Nike to endorse the jerseys, and the jerseys of Barcelona and Brazil were sponsored by Nike.
When the brand endorsed by the star is inconsistent between the national team and the club, it is usually stipulated as follows:
When participating in the relevant activities of the club, although the club very much hopes that the stars can wear the equipment of the club sponsor brand, in the club activities, the stars can wear the equipment of their own brand sneakers. In the activities of the national team, the club cannot force players to wear a certain brand of equipment to attend the activities. For example, Barcelona club can't let Messi wear Nike equipment training in Argentina national team (Argentina national team is sponsored by Adidas). Players are required to wear equipment sponsored by national team sponsors to attend related activities.
Gezer was a Nike signing player, but Bayern, who signed Adi at that time, was still wearing a Nike uniform with a big logo, so he was fined 1 10,000 euros.
Therefore, for the major sneaker brands, it is more cost-effective to choose the club and the national team as the stars of the same sponsoring brand when signing the endorsement star.
The provisions of the sneaker endorsement contract ensure that players will not "wear the wrong shoes" when attending various occasions, which increases the exposure of the brand and avoids many unnecessary troubles.
3. If you want to get a high signing fee, you have to rely on your grades.
Speaking of signing fees, you may often hear about the transfer of players. But in fact, for some big-name stars, in order to make them more loyal to the brand they endorse and better promote the brand, sponsors will pay some signing fees to the stars, and there are many ways to pay the signing fees, which are often linked to the number of appearances and achievements.
In a season's contract (for example, from July 1 day, 2065438 to June 30, 2065438+07), if the player can always appear in the first team's big list, the total signing fee of 65438+million euros plus tax will be paid to the player in four installments.
Major shoe companies generally classify clubs, such as Manchester United, Barcelona, Real Madrid and Bayern. Players who play in first-class clubs can get all 654.38+ 10,000 euros.
Chelsea, Arsenal, Atletico Madrid and Paris Saint-Germain will be divided into second-tier clubs, and players who play in second-tier clubs will receive a signing fee of 75,000 euros. Suppose that when a player moves from Chelsea (a second-rate club) to Barcelona (a first-rate club), the signing fee paid by the sponsor to the player will also increase.
The ranking above is really not to pick saliva ... it is translated from abroad. If you want to see more rankings, you can go to Forbes to publish the top 20 rankings of football clubs and learn about your home team rankings.
If the signing player's appearance rate in the first team is less than 70%, or if the player's appearance rate in the game is less than 40% due to injury and other factors, the signing fee will also be greatly reduced.
Similarly, the performance of the team will also affect the signing fee. Whether the player is a member of the 23-man squad in the knockout stage of the European Cup or the final stage of the World Cup, whether the team advances to the semi-finals, finals or whether the team wins the league championship will all affect the signing fee.
4. Is the endorsement contract controversial? The old club has an advantage.
Both the company and the players have the right to choose to renew their contracts. Generally speaking, the company will discuss whether to renew the contract with the players 3-6 months in advance.
However, if the two parties fail to reach an agreement, the company will generally give the player 1-2 months to find a new sponsor to negotiate. If the player gets a better contract, the original sponsor will have 30 days to readjust his offer to match the new sponsor's contract, and then negotiate with the player to renew it.
When there is a dispute between the original sponsor and the new sponsor about player endorsement, the judgment of the relevant court will usually be in favor of the original sponsor.
For example, Ozil was a spokesperson for Nike before, and Ozil wanted to switch to Adidas after the contract between the two parties expired. During this period, Nike and Adidas had a dispute over Ozil's endorsement contract. Although Ozil finally signed a contract with Adidas, the relevant judgment made by the court at that time was still in favor of Nike.
Ozil even put on Adi and Nike in the first half of a game in order not to offend the two brands before completing the change of ownership.
5. Develop your own portrait rights? Not necessarily cost-effective!
In European football, many players' portrait rights belong to clubs, and clubs can make use of their portrait rights to make profits, and players can also get a slice of it. Therefore, when signing a contract with a team, in addition to the conventional factors in the player's contract, special attention should be paid to obtaining the consent of the owner of his portrait rights.
▼ It is reported that when Mourinho signed Manchester United, he had a long-term tug-of-war with the club because of the issue of personal portrait rights.
Further reading: Mourinho signed the Manchester United soap opera, reflecting the breakthrough of sports trademark portrait right.
In addition, the taxes and fees that players need to pay are also considerable. If a player earns 6,543,800 euros a year from advertising sneakers through portrait rights, if the portrait rights belong to the player himself, then the player needs to pay 45% of the income as taxes and fees, in addition to 2% of the social insurance tax, so the total tax and fees will be as high as 470,000 euros. (Looking at this ratio, it may really be impossible to blame players for reasonable tax avoidance within the scope of laws and regulations ...)
If the player's portrait right belongs to the team, then according to the relevant regulations, the tax only needs to pay 20% of the income, so the player can save 270,000 euros a year.
If some players have not signed an agreement with the club on the ownership and use of portrait rights, they will generally develop and utilize their portrait rights through relevant brokerage companies and brokers.
In short, if you want to be a football superstar with explosive influence and income, you must master the knowledge of shoes endorsement. If you want to be an excellent football agent, these are also your compulsory courses.
Nominations of Nike and Adi in the Golden Globe Awards 20 13
After all, there are so many business rules behind a seemingly simple endorsement contract. Only by fully understanding and applying these rules and operating the commercial activities of player endorsement with professional attitude and spirit can we effectively protect the interests of all parties and avoid unnecessary conflicts.