Real Estate Developers and World Cup Lotus Show Champion

165438+1October 2 1 day, the most luxurious World Cup in history kicked off, and 32 teams from different countries such as Argentina, Brazil, France and England will compete for FIFA World Cup Qatar 2022.

As an efficient catalyst for brand communication, the commercial value of the World Cup will never be underestimated. Enterprises can display their brand image through sponsorship, thus expanding their development space.

According to the data released by Global Data, a global data analysis and consulting company, China enterprises sponsored US$ 65.438+39.5 million, exceeding the sponsorship fee of US enterprises of US$ 65.438+0./kloc-0./billion, making it the largest sponsor.

Among the top two sponsors, China enterprises occupy four seats, including Wanda Group, Hisense Group, VIVO and Mengniu.

Real estate developers and the World Cup

China enterprises sponsored the World Cup from 20 10, and Yingli Group, headquartered in Baoding, Hebei, attracted people's attention. After that, the company also sponsored the 20 14 World Cup in Brazil, becoming the only China sponsor of these two World Cups.

According to public information, Yingli's main business is photovoltaic and service industry, and there are also companies engaged in real estate development, property services and real estate brokerage under the Group.

Yingli management once told the media that during the first sponsorship of the World Cup, the company's total market value increased by 6120,000 USD; World champion for two consecutive years after the World Cup? Sales first? .

Later, due to commercial disputes and financial problems, the company gradually declined and withdrew from the stage of World Cup sponsorship. Later, Wanda and more China enterprises broke in.

In 20 16, Wanda signed a sponsorship agreement with FIFA for a period of 15, and the relevant rights and interests covered the 4th World Cup in 2030.

It is understood that Wanda Sports owns Infront Sports Media and Wanda Sports China Company. Among them, Infront Sports Media is the world's leading sports marketing and sports media production company, and maintains good cooperative relations with global 160 sports organizations, 25 sports events, hundreds of sponsors and media groups, especially in the field of football.

Among them, the World Cup must be the highlight.

It is worth noting that Infront was appointed by FIFA as the exclusive sales agent for the broadcast of Asian football matches. For China fans, every picture of the FIFA World Cup Qatar 2022 is provided by Yingfang, and the income is definitely considerable.

At the end of March this year, Wanda Sports China reached a cooperation agreement with the Argentine Football Association and became the exclusive business partner of the Argentine national team in China. In addition, it also has a cooperative relationship with the Portuguese Football Association. It can be said that the influence of Messi and Cristiano Ronaldo will also create commercial value for them.

As far as Wanda is concerned, expanding its influence will also be of great help to its film and overseas hotel industry.

Some people think that compared with the advertising thinking of some enterprises sponsoring the World Cup, Wanda is the only enterprise that has football business with FIFA. At the same time, the World Cup is also the main profit point of Wanda Sports.

"Lotus Show" champion

There are many real estate tycoons in Jianlin, Rainbow and China who are also "fans" of football. They have made a lot of investments in the field of football, and there will be important actions before and after the grand event.

In addition, real estate is also an industry that relies heavily on advertising. Several large domestic real estate enterprises invested one billion yuan in advertising every year around 20 18.

In the 1990s, Dalian Wanda pushed Dalian Football to its peak with eight consecutive championships, and launched two brands, real estate and football, nationwide.

Under the strong influence, a number of housing enterprises have successively entered the Super League clubs. According to incomplete statistics, the investors behind the Super League teams are mostly real estate enterprises or real estate-related enterprise groups.

Specifically, Evergrande is behind Guangzhou, R&F is behind Guangzhou, Greentown is behind Zhejiang, Jianye is behind Longmen in Songshan, Henan, Greenland is behind Shanghai Shenhua, Huaxia Happiness (600340) is behind Hebei, Caesar is behind Shenzhen Stock Exchange, and Zhonghe Group is behind Beijing Guoan.

Among them, the Guangzhou team was renamed Guangzhou Evergrande, which was first taken over by the Provincial Sports Commission and sponsored by Guangzhou Baiyunshan (600332) Group 1984, and then managed by Sun Shen, Rizhiquan, Guangyao and other enterprises. 20 10 was bought out by Guangzhou Evergrande group at a price of 65,438+billion yuan.

20 1 1 season, Guangzhou Evergrande set an unbeaten record of 44 league games, won the Super League championship four rounds ahead of schedule, and won the top league championship trophy for Guangzhou football for the first time.

In the 20 14 season, Evergrande Club introduced Alibaba Group with capital increase and share expansion, and entered the era of Guangzhou Evergrande Taobao. In the 20 19 season, Guangzhou Evergrande Taobao team won the Super League championship, which also achieved the great cause of "Eight Champions" in the Super League.

On 20 13 and 20 15, Guangzhou Evergrande won the AFC Champions League twice, creating the history of Chinese football clubs.

During this period, the real estate industry pursued scale effect, increased leverage and high turnover, and ushered in a golden period. The warm wind of real estate has blown to football, and the gold owners behind the teams in the Super League are willing to spend money. The wind of "naturalization" is on the rise, and investment also has some effects.

In recent years, the real estate industry is not as good as before. Sales are cold, much cry and little rain, housing business is shrinking, layoffs are constant, and funds are under pressure. There is no surplus grain in the landlord's house. It seems that football in China is suffering from "anemia".

At present, many Super League clubs have been faced with the dilemma of not paying wages for a long time because of excessive investment, poor management and difficulties behind management, or it is difficult to continue their campaign in the league.

Coupled with the policy of "club name neutrality", the brand communication effect of enterprises is greatly reduced, which also forces the capital to gradually withdraw.

What is more noteworthy is that compared with some investment actions of real estate enterprises in the last World Cup, during this World Cup, most real estate enterprises have become too busy to take care of others.

According to previous reports, during the 20 18 World Cup, many housing enterprises not only took a fancy to the consumption of the World Cup in marketing means, but also increased the layout of the sports industry, and the way to cut into the sports industry also changed from the initial holding of football clubs to the development of sports towns.

Now, Evergrande's Guangzhou team, R&F's Guangzhou City team and Huaxia Happiness Hebei team are all struggling to avoid relegation, and the self-built stadium that was once hot for a while has already become a "lotus"; Even Jiangsu Suning, which was dissolved after winning the championship in 2020, has become a grand background board for this real estate+football match.