Money is the football investment of willful inventory TV makers

PConline talks why TV makers have a relationship with football? As the world's largest ball, football itself assembles the characteristics of various human movements. Coupled with the popular nature of participation, with a large number of enthusiasts, there are countless natural audiences. According to incomplete statistics, during the World Cup in Brazil, there were billions of people watching the World Cup matches on television in Guangya. Of course, this number did not include the number of people watching the World Cup football match on the Internet or mobile phones. Every major football event has become a common feast for people all over the world.

In particular, the football hotspots in the past two years have emerged in an endless stream. Evergrande won the AFC Champions League for three consecutive years; the Olympics bought over a five-year price for over 8 billion yuan; the Chinese Super League provoked national blood; Chinese capital continued to flow into La Liga, the Premier League, etc. Light in the domestic football heat wave appears to be overwhelming, the interaction between companies and the league, players and viewers are also increasing.

Competition for copyright in sports events

Therefore, investing in the football industry has become a top priority for TV manufacturers in the construction of sports content. Every time the competition for the right to broadcast football matches has become a gamble that has spared no effort. This is especially so for Internet TV manufacturers. Situation. Of course, it is not just to compete for copyright broadcasts. TV companies sponsoring football matches or popular teams are scrambling.

TV companies sponsor football

Good football sponsorship, TV is not afraid of children. Taking advantage of the national football team's success in qualifying for the top 12 Asian regions in the 2018 World Cup qualifier, subway stations, overpasses, and billboards including highway intersections are covered with national football and sponsors. Such overwhelming publicity, television manufacturers are really selling power, who told this is the victory moment for the whole people to celebrate. Such joy has allowed fans to wait for 14 years. It has become a huge social event in itself and it is very easy to realize the flow.

Skyworth: We are still very confident about the national football

TV companies that sponsor football in China are represented by Skyworth in the traditional field. At the time of the Singles Festival last year, Skyworth officially announced that it was the official sponsor of the China Football Association China Team 2015-2019. However, this is not the first time Skyworth has become involved in football. In March of the same year, Skyworth signed Guangzhou Evergrande and became an official partner of the club. It also sponsored the Druid Nemo Club, the most daring Indian football league in Asia for three consecutive years. Skyworth’s investment in football is really full of lofty ambitions. Although the national football team is struggling, Duan Ziyi always loves to take a break. But no matter how to say it is also the hope of Chinese football.

The facts show that Skyworth’s sponsorship of football is also immediate. In India, Skyworth has signed supply orders with two local operators to provide set-top boxes and accessory products. The number of marketing outlets in India is also increasing rapidly. Overseas expansion has been effective in recent years. In China, Evergrande has always been a hot topic. Under the leadership of Lippi, he completed five consecutive championships in the Super League and won two AFC titles twice. Skyworth has joined hands with Evergrande, which is to further announce the important position of its home appliance products in South China.

Hisense: I brought Sharp to European giants

Hisense played a WeChat conference and announced its sponsorship of the European Cup's joint LOGO and Hisense brand's new slogan at WeChat: the world sees me perform. This is in line with the grand world dream of the new TV MU7000 sold in 67 countries overseas. As early as this January, Hisense officially became the official top sponsor of the 2016 European Cup. This cooperation also has to thank Sharp, Sharp's absence in Europe, just for Hisense to fill up.

Selecting this treasure in Europe, although the threshold is high, this golden signboard will also bring a lot of help to Hisense's overseas business. The UEFA's choices for sponsoring companies are not just money, but also corporate products, corporate reputation, etc. This is the two-way choice of UEFA. Maybe they are not bad. But more importantly, Hisense’s investment in sports marketing during these years is indeed very high. Like the sponsored F1 Infiniti Red Bull Racing Team, NASCAR XFINITY Series and JGR Team, the Australian Open and the title Arena Arena, the Bundesliga Schalke 04 Football Club.

LeTV: I just won a lot of money and I got a gold master.

In the field of internet TV, music has to be mentioned again. As a storytelling CEO, Jia Yueting’s financing and investment capabilities are not to be underestimated. Jia Yueting is earning a lot of money, and he has also been moved to Gold Lord. So in the eyes of everyone, LeTV has never been short of money, but he does not know where the money comes from. According to sources, LeTV took over 50% of Guoan Club from CITIC Group for 2 billion yuan, and will also obtain some club management rights. In the 2016 season, the name of Beijing Guo'an was changed to "Beijing Guoan Music Team."

Beckenbauer is right. It is not football but gold that rolls on the pitch. Guoan's topical hotspots are no less subdued than Evergrande. After becoming the Beijing Guoan Music Team, the lineup on the field has also undergone major changes. The topic of Guoan, the new coach and powerful foreign aid, has always occupied a hot spot. What is music like to choose such an old club? Maybe they are all in Beijing? Indeed, this is a very important reason. As an eco-oriented enterprise for individual users, LeTV's investment in Beijing Guo'an can bring high popularity and media exposure, and it will quickly increase LeTV, mobile phones, bicycles, cars and other products in the majority of fans. In the influence, the transaction appeared to be very cost-effective.

Copyright in football matches, giving birth to a new business ecosystem

Sports IP itself is a big cake, especially for a stable and continuous event like the football league, which has a stable degree of attention and will generate huge traffic. If you are a local fan, you will definitely pay attention to your local football club and their game, and when you reach the final quarter-finals, semi-finals and finals, you will certainly continue to pay attention to these different teams. The final duel between. These huge television and Internet audience groups have become a huge magic weapon for financing and realizing, so copyright struggle is also sparing no effort.

Micro-whale: I don’t have a general relationship with

Let's talk about the copyright of China Super League Super League in the first place. Physical Olympics spent 8 billion yuan to beat competitors including CCTV, and became a public signal producer and copyright partner for Super TV in 2016-2020. Holding such a big piece of cake in one's hand, oneself will obviously have to support the death, keep slowly eating but also go bad, then sell it to others, and you can make one. This distribution concept of Physical Olympics is exactly what Super League wants to see, so that the most people taste the taste of the cake.

Why is the Olympics distribution sold to micro-whales? Looking at some of the background information, the Sports Olympics is a subsidiary of the Chinese Culture Fund, and the Chinese Cultural Fund is also one of the major investors in MicroWhale Technology. Regardless of whether it is Chinese culture or micro-whale technology, Li Ruigang is currently the head of the real substance. In other words, the physical physique and the micro whale are "brothers". The micro whale wants to have a sip of cake, and the old man will definitely let his elder brother divide him.

The copyright struggle of the Chinese Super League is fierce, but the micro-whale is already winning the game. Even if it can't wait to wait until the announcement of the Olympics, it will jump out and release the news, "It has got the copyright of the Super League." Although this is still somewhat indifferent. Now the micro-whales are finally negotiating with their own brothers. The specific cooperation issues are unknown. In any case, Hebei Huaxia VS Jiangsu Suning on April 2 has already started broadcasting on the micro-whale TV, and the notebook used by the host is affixed. The whale's LOGO, somehow has a micro-whale brand ThinkPad's sense of sight.

LeTV: Isn't it cool for me to be radical?

LeTV's layout for sports began very early. After nearly three years of accumulation, LeTV Sports has more than 300 titles in its copyright. Such aggressive purchases have enabled LeTV to grow rapidly, so that the B-round of funding will increase. Afterwards, the valuation reached 21.5 billion yuan.

LeTV's approach to football copyright can only be described by two words, "local tyrants." In terms of Super League, LeTV released RMB 2.7 billion to acquire the new media broadcasting rights of Super League from the Olympics in the next two years. At the same time, they invested in each other and launched a comprehensive cooperation relationship with China. In the English Premier League, Le Sports announced last summer that it had reached an agreement with the English Premier League New England Sports, officially becoming the Premier League's new media partner for 2015-2016 in mainland China. It broadcasts all 380 games in the Premier League in the 2015-2016 season.

LeTV's plot for football has exploded in recent years. In addition to the Super League and Premier League, the mainstream copyright in Europe has also been shunned by LeTV. It is not just buying luxury copyright, but also behind the promotion of a number of events in China. In the 2016 International Champions Cup (ICC) China tournament, the Premier League Manchester United, Manchester City and Bundesliga giant Dortmund will offer three world-class football feasts for Chinese fans in Shanghai, Beijing and Shenzhen. The behind-the-scenes player Le Vision has contributed.

PPTV Cohesion: More Than Copyright Trading I Have Fancy Marketing

Speaking of PPTV, its first sports channel is really similar to Le Sports. PPTV is also a big money not short of money, backed by big local tyrants Suning, followed by big gold Lord Ma Yun father backing, spending money to buy this approach is certainly easy.

Friends who like Real Madrid and Barcelona should all know about PPTV, because in August last year, PPTV was able to sign the exclusive all-media copyright of La Liga China in the past five years, which is the all-media IP. The five-year La Liga copyright also did not cost less, 250 million euros. This price contrasted with La Liga’s attention, and some people said it was not worth it. However, it is still narrowly measured by short-term interests. PPTV wants to maximize the development of the Chinese market through alliances and establish contacts with the majority of Chinese fans. The alliance between the two is a strategic cooperation, not a simple copyright sale. In addition, in August last year, PPTV Sports also won the exclusive rights of all media in mainland China in the Dutch League.

In addition to the copyright of content, television manufacturers have also taken full advantage of the fancy marketing around the event, such as customizing the exclusive version of the team's television. In November last year, PPTV reached a partnership with the Premier League team in Liverpool. From January 1, 2016, PTV Juli became the official TV and set-top box partner of Liverpool Football Club in Mainland China. Both parties will also launch a limited edition version of the Liverpool Club. PPTV TV. A few days ago, a big god inadvertently exposed this customized version of the TV, I do not know if it is true. It is reported that the PPTV TV-Liverpool Club custom-designed TV will be introduced to the market on the occasion of the 11th anniversary of PPTV Juli on May 20th this year.

Summary: The essential purpose of television for most people is to watch sporting events. Other movies, TV shows, and variety shows can be replaced on other multimedia devices. It is only when watching sports games and watching football on TV. The most passionate thing. This may also be one of the reasons why TV makers have tried their best to invest in football.

It has to be admitted that China's sports league industry is rapidly recovering, and the accompanying commercial value is also rapidly rising. Whether it is the sponsorship of TV companies for the team or the competition for the copyright of the games, it is increasingly fierce. The entire sports IP incident will lead to huge traffic, and a new business ecosystem will soon emerge.