Chapter 1971： The dilemma of country Z promotion

"Jason, does the NFL have a future in country Z?"

After a long silence, Roger Goodall suddenly asked.

Yang Cheng said almost without hesitation, "Look at how you operate, before the NBA entered Country Z, how many people knew about basketball?

Look at it now, because of the existence of Yao, basketball can almost match the status of football in the minds of the Z people.

So if I say that it is impossible, the key is to see how you do it. "

Roger Goodall smiled, "Then you tell me what should I do?"

Yang Cheng smiled and said, "What? Do you use me as the president of NFL Greater China?"

Gudell solemnly said, "If you want, you can serve as NFL Global Vice President at any time and take full responsibility for NFL promotion in Asia."

Yang Cheng doesn’t know that this is the first person to offer himself a new job, "What a joke, unless you pack the NFL and give it to me~"

"Ha~ I know it's impossible, so I just ask for your suggestion. Believe me, if the suggestion is adopted, I will not treat the Panthers badly."

Is this an exchange of benefits? A suggestion to change the ‘fair treatment’ of the Panthers in the game?

But this matter is a bit embarrassing for him. The NFL has been promoting it in Country Z for 10 years, but it has not seen any results. I hope he can have a good way to get immediate results. Maybe I have asked the wrong person.

Sigh, "The NFL has the best reputation among the four major North American sports leagues, with an average viewership of 18 million per game, which is eight times the total viewership of the other three leagues. The data for this year’s Super Bowl has not yet come out, but last year’s viewership. 111 million is the most watched annual sports and entertainment event in the United States. The second and third largest entertainment events, the Oscars and Grammys, have only more than 3,000 and more than 20 million viewers, which is hard to beat.

As for the on-site audience, the NFL team's ticket sales rate per season is above 98%, and the average number of admissions exceeds 68,000.

Popularity naturally brings commercial value. The NFL's ability to attract money is also unmatched among the four major leagues. Last year, the total revenue exceeded 600 million, right? "

Roger Goodall nodded slightly, "It's over~"

"Yes, this may be the single-day sports event with the highest income in history, and the total brand value is almost this number, even easily overwhelming top sports IP such as the Olympics and the World Cup.

That being the case, why can't the NFL capture the hearts of the audience in Country Z? "

"why?"

"The biggest attraction of the NFL lies in the excitement of the game itself. From the perspective of sensory and vision, the NFL's intense collision makes the blood boil; from the perspective of sports flavor, the NFL's offensive and defensive is full of strategy, and is the highest wisdom in American football It is a pleasure to appreciate the tactical wrestling between coaches and the execution level of players.

The overall competition in the NFL league is fierce. In the past ten years, nine different "Super Bowl" championships have been produced. The NFL has made a lot of efforts to maintain the average team strength of the league. 60%-70% of the league’s revenue is evenly distributed to each ball. Team, to ensure that the team can maintain good operations;

At the same time, a hard salary cap has been set to prevent the team from hoarding stars blindly, causing resource monopoly or affecting the team’s financial health. It is this related policy that makes the NFL always have a strong team. Every season is full of uncertainty. Fans bring more expectations and surprises.

However, for the audience in Country Z, it seems unsatisfactory to watch the game only on TV. You must know that American fans are not simply to enjoy a wonderful game, but also to enjoy a grand American football family party-middle-aged fans Can enjoy the game, elderly fans do not need to worry about safety issues, young children can participate in more American football cultural experience.

In other words, the fans know the ball, even if they are no longer on the scene, the broadcaster will use a series of shots to explain the coach's tactics, how the audience can hold their breath, and how the quarterback can warm up and prepare to create a scene. The tense scene of rain, making the audience more able to participate in the tension of the competition scene.

But the fans of Country Z do not understand the rules, and the intensity of the game alone is not enough to keep the fans.

It takes a long time to build up fans’ familiarity with the rules.

Another unique charm of the NFL lies in the community culture. From a street, a school, to a small town and a city, the concept of ‘community’ in American culture has a very broad extensibility.

The city is the largest ‘community’, and its iconic sports team has also become the common spirit and honor of the citizens. The four major sports leagues all attach great importance to community building, and the NFL is undoubtedly doing better.

In 2005, Hurricane Katrina ravaged New Orleans, 80% of the city was flooded, and more than 1,800 citizens were killed. The Superdome, the home stadium of the New Orleans Saints of the local American football team, was also seriously damaged. The Saints did not serve commercial interests. The relocation, but borrowed the stadium of other cities as home in the 2005 season, and returned to New Orleans a year later.

In the 2009 season, the Saints reached the Super Bowl and won the first NFL championship in the history of the team, comforting the New Orleans fans who have been hit hard by natural disasters and writing a classic legend of mutual support between the team and the community.

This is a very classic case and a case that can be used for reference.

If you want to enter the hearts of foreign audiences, you must recognize and respect each other's culture. The NBA did very well in the days of David Stern, but it was ruined by Xiao Hua, a complete idiot. "

Roger Goodall laughed out loud. Yang Cheng's evaluation of Xiao Hua won his deep recognition. He also felt that Xiao Hua was a typical representative of a good card playing a sloppy, too stupid.

Yang Cheng ignored the other party’s laughter and continued, “The NFL has achieved unprecedented success in the US market. This gives you the capital and patience to open up overseas markets in a steady and steady manner. This is very good, and the first step is very practical, I remember It was 2005 when the NFL held the first regular tournament outside the United States and Canada in Mexico.

2007 was a very important year for NFL overseas promotion. In this year, the first NFL international game was held at Wembley Stadium in London; in the same year, the NFL set up an office in Country Z.

Last year was the tenth year of the NFL International Games. Now Wembley is hard to find a ticket. 80,000 tickets were sold out half a year in advance. In order to meet the needs of British fans, the scale of the event was upgraded from the earliest single event to a series. There were three events last year.

In Country Z, because the fan base is relatively weak, it cannot be compared with the British market in the same period. However, as far as I know, the NFL already has a stable broadcaster in Country Z, a Chinese official website with detailed information, a complete social network layout, and An increasingly consolidated fan base.

I believe that the number of spectators interested in rugby is also increasing year by year.

I have to say that you are catching up with a good time. New media communication methods have greatly helped the promotion of the NFL. In recent years, the Super Bowl brand has been launched in Country Z.

Now, what you have to do is to shift the fans’ experience of American football from appreciation to participation. The lack of participation is the biggest obstacle to making fans recognize the sport from the bottom of their hearts. "

Roger Goodall thought for a moment, "I have been thinking about hosting the game to Country Z~ But there are too many obstacles. First of all, not having a suitable stadium is the most critical issue. There are also issues such as time and air humidity."

Yang Cheng said immediately, "Then solve it. In fact, hardware problems have never been a problem. As for air problems, you don't need to worry about it. There are always sunny days in the year, right?"

Suddenly he changed his conversation, "Why are you suddenly anxious? After 10 years of patience, how many years are missing?"

Goodall smiled bitterly, "I think the audience in Country Z may be aesthetically tired of the NFL~"

After Yang Cheng was slightly surprised, she understood something, "This is what I said about the sense of participation. The viewers watch the Super Bowl through live webcasts every year, but they have no idea about both sides. They don't seem to know what games they are playing. , They only know that this is the most important holiday in the United States, and then they saw it with their own eyes, nothing more."

Goodall nodded, "Yes, the audience in Country Z seems to pay more attention to the performance of the midfield show than the game itself."

Yang Cheng laughed, "This is something that can't be helped. The rich cross-border elements are good for attracting audiences, especially for those who are relatively unfamiliar with American football in Country Z. For example, the fruit sister Katy Perry is very high in Country Z. When she participated in the 2015 Super Bowl halftime show, she could attract a considerable number of fans who had never heard of rugby.

But beyond that, the audience still doesn't know much about football. "

Goodall opened his hands, "That's why I was anxious. I am worried that the interest that I finally cultivated will be polished by time."

Yang Cheng vomited, "Compared with your forward and backward look, it is better to have the courage of the sponsors of the stars. You are nothing more than afraid of losing money in the game, but promotion should not be afraid of losing money. To be honest, if you are willing to take the game When the video went to Country Z to find Yang's mother, the NFL is probably already on fire."

Goodall pinched his nose, UU reading www.uukānshu.com "I have to say, what you said makes sense, but this is not something I can decide alone. Tom Brady came to China to endorse Under Armour, Will Mori is mainly Nike activities, supplemented by various small sponsors.

These two, especially Tom Brady’s influence among the football fans in Country Z, are almost to the extreme, but there is still a big gap with the NBA stars’ support for China. The reason is that the number of fans is not enough. Fans lack the sense of urgency that they must meet their idols.

Over the years, since 2007, when the NFL began broadcasting in Country Z, there have been a lot of people from various stars participating in commercial activities in Country Z around the season. Among them, the superstars include Montana and Grand Manning, which can be regarded as sustainable. A fan meeting was held at the venue.

However, the lack of popularity directly leads to the decline of sponsors’ willingness to sponsor. Without the participation of Nike and Adidas, they can’t afford decent promotion activities. Sports sponsors are the smartest businessmen. Can you help me sell a few pairs of shoes? A jersey, which determines the intensity of sponsorship and promotion. A good project must be a project where everyone can make money. So it’s not right to simply say that sponsors have courage.

Of course, I admit that the league lacked some courage in hosting the Z national game. "

txt download address:

phone-reading: