Before 2000, the NFL's brand sponsorship was a kaleidoscope, and multiple sports brands joined forces to complete the carving, which was like dividing all 32 teams like a cake, so the business model was very unfavorable for the league, and important links such as uniform design, advertising innovation, and quality control could not be unified.

After much deliberation, the league decided to unify the sponsors, and they called 32 teams to vote, and like all bids, the final sponsor was selected by public vote, and Reebok, which was in full swing, won the exclusive sponsorship by winning 30 votes from all team owners.

However, the alliance still has to take into account the status of other competitors, the previous business model cannot be completely abolished, many brand sponsorship contracts have not yet expired, and the end period is also different, it is difficult to unify in a short period of time, so the alliance made concessions.

Reebok signed a 10-year exclusive sponsorship contract that included jerseys and helmets, but gloves and shoes and other parts still allowed for other sponsoring brands.

In 2005, Reebok was acquired by Adidas, and the brand began to decline gradually; In 2006, Under Armour and Nike gradually began to gain market share, joining the ranks of the league's official sponsors, and of course, the jerseys and helmets still belonged to Reebok. But this is a starting point, the starting point for Reebok to begin its decline.

After that, the shrinking market share and the decline of brand influence gradually made Reebok lose its main market, and when the contract expired in 2010, they were not able to renew their contract with the NFL, and announced that they had completely changed their brand operation and development policy by shifting from professional sports to the sports and fitness market.

As a result, the NFL official began to look for a new sponsor, for which Nike, Under Armour, Puma and Adidas launched a fierce competition with bayonets, but they have not been able to quickly distinguish the winner, but fell into a tug-of-war, although in 2010 and 2011, the league's official jersey temporarily used Nike products, but Nike still failed to win the long-term sponsorship.

It wasn't until 2012, just after the offseason of that season, that Nike finally beat Adidas and Puma to sign an eight-year deal with the league, formalizing the league's exclusive sponsorship of the field, and they went a step further to have the right to sponsor all exterior equipment such as jerseys, helmets and gloves.

The only thing missing is the sneakers.

But little by little, Nike is trying to squeeze other brands out of the sneaker sponsorship market, with the goal of becoming the sole sponsor of the NFL in five or eight years.

For other competing brands, they have to do everything they can to keep the sneaker market, try to get the top endorsement deals from the biggest names as much as possible, and use the sneakers as a base to expand their influence in other auxiliary equipment such as Under Armour's sweat-absorbing underwear, Puma's shoulder pads, and so on.

Because if Nike takes all the top players in the league under its command, then there will be little left in the market for other brands, and the living space will become smaller and smaller.

For the 32 teams and all the players, they still hope and encourage the existence of competition, and only by forming a fair and positive virtuous circle, under the effect of the market economy, can their income continue to increase; Once Nike forms an absolute dominance with one hand, then the upside of the sponsorship contract is really limited, and it may even be Nike's word.

The league is also aware of this, so it still retains the sponsorship space of sneakers and sweat-absorbing underwear, etc., and does not completely pack it out. This is one of the reasons for the chaos of the past two years.

Now, the game between brands has begun.

As Lech said, after two consecutive seasons of top-level performances that can go down in history, Lu Ke has now become the league's most commercially valuable player, and even Peyton Manning and Tom Brady are temporarily slightly inferior - because the North American market for football is relatively saturated, while the Chinese market has just opened, which is Lu Ke's unique advantage.

In the past year, Under Armour's rugby equipment market share has risen by six percentage points, the highest increase among all sports brands, and it can almost be said that it has risen rapidly on a rocket. Now they have become the third largest rugby equipment brand after Nike and Puma, and Adidas is temporarily lagging behind.

In the past two months, Rolex's social media presence in the North American market has increased by 200%, although this is not a direct impact on market share - after all, as a traditional top watch brand, the market of Rolex is now relatively stable, and it is difficult to explode in a short period of time; However, the brand influence has further completed the penetration and promotion.

All of this can be directly felt by Lu Ke, the young quarterback's change in rugby is far beyond imagination, and there is endless potential waiting to be tapped, no one can forget that Lu Ke's hometown is still the world's most populous market.

In Lech's view, Adidas' and Puma's actions are expected, and Under Armour's follow-up moves are also taken for granted, and now it depends on how Nike chooses.

Regardless of whether Lu Ke can reach the Super Bowl this season, a winning record in the regular season is enough, and Lech can now sit firmly in the Diaoyutai.

In just three words, Lech naturally couldn't analyze the entire market pattern clearly, but Lu Ke still keenly grasped the key point, "You mean, because of the frequent actions of competitors, now Under Armour has begun to make moves in order to complete the contract renewal with me?" ”

Lech nodded in the affirmative, "In fact, Under Armour has always been very proactive, and my contact with them has always been good. They also asked me for my opinion on today's specific plans and made corresponding marketing plans, but the regular season is underway, so I won't tell you."

Lu Ke nodded lightly in understanding, but did not ask further.

Such a reaction was also expected by Lech, Lu Ke has never cared much about off-field things, which is why Lech has never specifically mentioned it, even if he told Lu Ke, he would only take it as a deaf ear and would not care at all, but the answer must be revealed today, so he continued, "Under Armour is ready to tailor a series for you." ”

"Oh." Lu Ke suddenly realized that he gently bowed his head to show that he understood.

Lehe didn't say anything more, it seemed that Lu Ke's reaction was really normal; Still Vincent, who was sitting in the driver's seat, couldn't hold back, "Hey, guys, how about a little energy?" Under Armour is going to create a tailor-made series for Bambi, just like basketball shoes, Jordan series, Kobe series, this is the treatment of top superstars, as far as I know, there is no Brady series, Manning series, which means, Bambi, you are the first football player in history to have his own series of shoes! ”

Just by repeating it, Vincent felt his blood boil again.

Although every step of Lu Ke is making history after entering the alliance, Vincent still feels incredible when the moment of history really comes.

Then, Vincent saw Lu Ke adjust his sitting posture slightly, just when he thought that Lu Ke was going to get excited-

"Yes, why do you want to make a rugby series? It doesn't make sense. Lu Ke said.

Vincent almost fell right under the wheel, and his head was circuitous...... Not normal, right?

Rugby is a professional shoe and can only be used in rugby. In fact, Nike and Puma both have sneakers tailored to the player, and the design is done according to the player's own characteristics, but these are just tailor-made, not a special series of sneakers; The main reason is that sneakers cannot be used in daily life, there is no Brady series, there is no Manning series, not because they are not qualified, but because they are not necessary.

Basketball shoes are another story.

Lech agreed, however, earnestly, "I think so too. But Under Armour still has his own calculations and plans, and they revealed a little bit of information to me, but the details are still confidential, waiting to be revealed together today. I thought, maybe they just want to make a little more money during the contract period. ”

This is obviously a joke, and the main reason should be that Under Armour is expressing his strong support for Lu Ke, hoping to complete the contract renewal, not just to make a profit.

"Then let's wait and see." Lu Ke shrugged his shoulders slightly, and only then did he really show some expectation.

Vincent sat in the driver's seat, constantly looking at Lu Ke and Lech from the rearview mirror, and stopped talking several times, and finally lost helplessly - this is really unfulfilling!

……

When he arrived at the studio, Vincent was still looking for a parking space, and two staff members appeared at the door of the studio, standing in place and waiting quietly, and after Lu Ke got out of the car, he took the initiative to greet him, and said with a smile, "It's nice to meet you, I'm Sean Carlo." ”

"Of course I remember you, Sean." Lu Ke smiled and shook the other party's right hand, and joked easily, "Why do you need to introduce yourself again?" Is it because ...... Demoted because of my relationship? ”

Sean laughed out loud, "No, no, no, of course not. I just learned about your visit again, and thought it would be great if I could say hello in person, so I came over to join in the fun. I didn't expect you to remember me, it's my honor. ”

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