Chapter 837 – Spokesperson
“Coca-Cola will be sponsoring the US Olympic Games. Since 1928, Coca-Cola has been sponsoring the Olympic Games!”
“Pepsi had signed my footballers and basketball stars as their spokesmen.”
“Drink Coca-Cola and win Olympic Games tickets.”
“Drink Pepsi and win Olympic Games’ souvenirs.”
……
Coca-Cola and Pepsi start to advertise aggressively using the Atlanta Olympic Games as the theme.
This year, the whole world will be focusing on Atlanta. If the cola companies could do enough advertising in the Olympic Games, the whole will notice them.
North America’s advertising fees had increased this year and the two beverage giants made use of this to give the first blow to the Chinese beverages. You dare to come and create trouble in our turf? We will teach you an unforgettable lesson!
“Manager Feng, Coca-Cola, and Pepsi had increased their advertisements and signed a lot of famous sports personalities. After the Olympic Games, their products’ sales will increase base on the performance of those athletes. Should we also do something to deal with them?” Lin Qishu asked.
“Of course. We must also sign some sportsmen. The value of sportsmen will increase because of this year’s Olympic Games. Go and contact some famous athletes like the US sprinter Michael Johnson, basketball player Grant Hill, etc. and ask for their prices.”
In China, no one noticed the commercial value of athletes, but in the US, athletes were doing very well. A world-renowned athlete’s market value is very high.
There were many athletes to choose, but only a handful had influence all over the world. Currently, football is the most popular sport in the world, but Lin Qishu told Feng Yu that Pepsi had signed lots of football stars. Almost all the famous footballers were signed by Pepsi.
Athletes also have to take care of their appearances. Those better-looking athletes have higher commercial value than those who were not good looking. Ronaldinho did not get as many endorsements and Owen. Was it because of their skills? No. Ronaldinho’s club manager said not many fans want to buy his jersey because of his looks.
It is difficult for black sportsmen to get huge endorsement contracts. Black sportsmen have lower influence compared to white sportsmen. White sportsmen must also be good looking, or they will have lower commercial value.
A day later, Lin Qishu returned to Feng Yu with a piece of bad news. US sprinter Michael Johnson and basketball player Grant Hill had been signed by Coca-Cola.
The other sportsmen who were targeted by Feng Yu were also ridiculously expensive. When they heard this endorsement is for Chinese products, they were unwilling to accept it. These sportsmen were the best in the world and only want to endorse for the best products.
If Coca-Cola wants to sign these sportsmen, their fees might only be a few hundred thousand USD per year. But they demand at least 1 million USD if they were going to endorse Chinese beverages.
These sportsmen felt their image and commercial value will be affected if they were to endorse for Chinese products.
In other words, these sportsmen look down on China products. Although the papers were reporting about China’s threat and China’s fast-rising economy, the papers also emphasize Chinese products were inferior to US products.
“All those sportsmen refuse to lower their prices?” Feng Yu frowned.
Although Feng Yu had signed a few Chinese sportsmen, like Wang Junxia, Fu Mingxia, Teng Yaping, etc. who will win the gold medals in this year’s Olympic Games, female athletes were not as influential as male athletes. He had only signed 3 Chinese male athletes, Li Xiaoshuang, Liu Guoliang and Kong Lingjun.
These athletes endorsed a wide range of products, and they were all from Feng Yu’s companies.
There are other Chinese gold medalists in this year’s Games, but Feng Yu could not remember who. Feng Yu offered Fu Mingxia and Kong Lingjun long-term endorsement contracts because they have good image and will win the gold medals again in the next Olympic games.
But Chinese athletes’ commercial value in the overseas market cannot be compared to sportsmen from the western countries.
Sports like basketball, football, short distance track, and field events have the most influence and the athletes from these sports have the highest value.
Feng Yu knew the endorsement fees for these top athletes were expensive and had asked for their charges beforehand. But he did not expect these athletes to raise their prices when they heard the product is from China.
“Those two companies signed which athletes from football and basketball category? Do you have the prices of the remaining sportsmen?” Feng Yu asked. He had no choice but to pick some of the lesser-known sportsmen.
Lin Qishu took out a list, and the athletes signed by Coca-Cola, Pepsi and other beverage companies were highlighted.
The remaining unsigned sportsmen seem to have discussed their rates. All of them charges 1 million USD!
Are they kidding? The annual wages of basketball stars and football stars in this era are still meager. Also, these beverages were not sports drinks, and why are they asking for such high rates?
“Basketball players are considered cheap, and football stars charge much higher. Those athletes cannot drink Coca-Cola or Pepsi as cola beverages will lower bone mineral density! Athletes are forbidden to drink it!” Lin Shuqi said angrily.
Jianlibao is a sports drink, and Qili is also suitable for athletes. Those athletes would rather endorse some beverages they cannot drink. Feng Yu wonders what their fans were thinking!
Football athletes? That’s right. How can I forget this team?!
“You said most of the players in the Brazil football team are signed by Pepsi?” Feng Yu asked.
“That’s right. Only some reserves and unknown players were not signed. After the Brazilian team won the gold medal in the Games, they should become famous.” Lin Qishu said.
“No… We are not signing anyone from the Brazilian team. We are going to sign the Nigerian team.” Feng Yu laughed.
“Which team? Nigeria? Is that an African team?” Lin Qishu asked. Even if they cannot sign the players from the Brazilian team, there is still Portugal, Argentina and other teams. Those players might charge higher, but they are famous football stars. What does Nigeria have?
“They are from Africa, and you might not know they are the last Africa Cup Champions. They are also one of the top 16 football teams in the world. Go and contact this team. I want to sign all the top players on this team!”
Pepsi had signed players from the Brazilian team? This will be interesting. Nigeria will win Brazil in this year’s Olympic Games.
Feng Yu laughed as he imagines how the facial expression of those people at Pepsi when Nigeria wins Brazil!
