Just when many Italian media speculated whether Prato would go bankrupt because of the high salary in the new season but no advertisers to provide sponsorship fees, the "Tuscany Sputnik" suddenly broke a news: "According to Prato club insiders, Prato has basically completed the signing of commercial sponsorship for the new season." Pen & Fun & Pavilion www.biquge.info

Nike won Prato's jersey sponsorship for 2 billion lira (about 1 million pounds),

The Fiat Group also became a sponsor of the advertising on the chest of Prato at a cost of 2 billion lira,

Gucci won the advertising on the back of the Prato jersey for 1.6 billion lira (about 800,000 pounds),

Volkswagen Group won the naming rights of the new training base in Prato for 1 billion lira (about 500,000 pounds), named the "Mercedes" training base.

PepsiCo also made its famous beverage brand Gatorade the official sports drink of Prato at a price of 1 billion lira.

RB's well-known computer company Toshiba became the designated brand of Prato office computers at a price of 500 million lira (about 250,000 pounds).

Storz, a well-known German medical device brand, has become the designated medical cooperation company of Prato with 500 million lira......"

A barrage of numbers and brands has silenced many Italian media outlets, who desperately call their own channels to verify the truth of the news, and they cannot believe that so many world brands are dazed and will sponsor the Prato club.

It wasn't until some time later, when a global brand market share survey report in China was accidentally exposed, that people seemed to understand what the reason for all this was all about.

In this survey report, Nike, Toshiba, Volkswagen and other brands that entered the Chinese market in 94/95 increased their market share by 15%~30% compared with the previous year, which is an outstanding achievement when global brands are scrambling to squeeze into the Chinese market.

Actually. Marley and others are not wrong in their thinking, and in the period after this World Cup, the commercial value of Maradona, Effenberg and Leonardo was indeed negative in most parts of the world, especially in Europe and the United States, where teamwork and sportsmanship are valued. However, the end result is such a big contrast, and Da. The European thinking of Marley and others has something to do with it.

They don't know China, they don't know that they have completely different worldviews and values in that distant country in the East. Among the many disadvantages of the Chinese, ignoring the power of teamwork is one of them. But equally, the Chinese have a far superior worship of the power of heroic idols than other peoples, and a different interpretation of the phenomenon of "the winner is king."

Among the many common sayings in China, there are many words and phrases such as "those who steal the hook will be punished, and those who steal the country will be punished", and "the winner will be the king, and the loser will be the hero", and China's understanding of jurisprudence and the legal system is not at the same level as that of Europeans and Americans.

Therefore, in China, what are the mistakes of Effenberg and Leonardo, Chinese only see the star halo on their bodies, even Maradona takes banned drugs, and Chinese fans who are extremely worshipful of world football kings can find various reasons for him, such as melangine is not a banned drug, for example, Maradona was persecuted, for example, he just mistakenly took cold medicine with unknown ingredients...... In short, the tolerance of Chinese fans is beyond the imagination of Europeans and Americans.

In this previously closed land, where football has just begun to be professionally exposed to the world, every world-class star who has a relationship with them can get their screams and love.

This is the result of the core brand concept that Shen Yan has always adhered to. As a small club with no history but no honors, Shen Yan never expected him to be the first to establish a team brand in Europe, he has always focused on Prato's "Chinese brand", strengthening Prato's Chinese elements, expanding Prato's influence in China, and taking advantage of the opportunity for global brands to flock into China, which is the core concept of his operation.

This philosophy helped Prato set Prato on a path to prosperity with a commercial sponsorship of £6.8 million for the 94/95 season. And all this is inseparable from the joining of Maradona and others.

After taking care of some personal matters in Argentina, Maradona flew directly to China to join up with the Prato team on their trip to China. Originally, Chen Lin understood the identity of the football king and was afraid that he would disdain to participate in commercial competitions, so he specially gave Maradona a longer vacation, as long as he joined the team in early August.

But at this time, Maradona was eager to change his image in the hearts of the world, and attached great importance to any public relations campaign that could show his face, and China, with a population of more than one billion, was growing in the world, so he naturally could not give up this opportunity.

And Maradona's arrival naturally caused a sensation among Chinese fans. Tickets for the Beijing Guoan and Prato matches, the scalpers outside the workers' body have been fried to 200 yuan a piece. It was originally an ordinary commercial friendly match, not to mention many high-level officials of the Chinese Sports Bureau and the Chinese Football Association, and even Mr. Rong, the vice president of the country, was shocked, not only met with Maradona and other Prato players, but also watched the game in person.

CCTV, which has been in a stalemate with Prato before, actually broadcast this game, you must know that Maradona may be the only active player, or the last "football king" recognized by the world in the history of world football. At this moment, no one can resist his charm.

Of course, this is inseparable from the image public relations that the Prato marketing department led by Shen Yan has been carrying out since the World Cup. In order to dilute or even reverse the image of Leonardo, Maradona and others in the eyes of the world. Shen Yan used many methods such as sympathy, confusion, and confusion, such as asking Leonardo to visit the injured Ramos in the hospital, and hyping up Leonardo's background from a high-level intellectual family, it is difficult for ordinary people to believe that knowledgeable and cultivated people have violent tendencies, and Leonardo's initiative to wave his elbow is also described as an unfortunate accident.

Similarly, Effenberg's "middle finger" incident was similarly dealt with, and under Shen Yan's buy-off, some media released photos of Effenberg and his family and some photos of him participating in infant public welfare activities, and finally Effenberg said in an interview that in that game, some fans used words insulting his family to make him make such an irrational move.

As for Maradona, it is easier to deal with, there are many doubts about his ban, and all Shen Yan has to do is to amplify these doubts. In short, with the support of the Prato club, the image of the three has slowly improved, which is not to say that Maradona and others are not as influential as Prato in the football world, but because those people under Shen Yan are all professionals recruited by Prato, and they are good at these public relations work. As the saying goes, "there is a specialization in the art industry", things that Maradona and others can't do can sometimes be done with a few nobodies. In fact, any club of a small size can do these things, but the walls are down and everyone pushes them, and no one is willing to really help them.