Birmingham, Villa training base.

Round six talks between Aston Villa and Nike are underway.

The atmosphere at the scene was a little tense.

Aston Villa's jersey and equipment sponsorship contracts expire at the end of next month.

Negotiations between the two sides have been going on for several months, and no consensus has been reached.

It's not that Nike doesn't want to renew its contract, it's that Aston Villa's offer is high.

Aston Villa won the Premier League and the English League Cup, crowned last season's double.

Aston Villa has become a new force in the Premier League, and Nike is even more reluctant to let go.

"No, no, no, £27 million is impossible." Nike's negotiator Reva. Norfolen shook his head.

Aston Villa initially offered a £35 million annual sponsorship fee, which was seen by Nike as a lion's mouth.

You know, the most expensive shirt and equipment sponsorship contract in the Premier League is currently signed between Nike and Manchester United, which is £23.5 million per year.

Aston Villa's £35 million is simply unreasonable in Nike's eyes.

Previously, the sponsorship contract between Nike and Aston Villa was £6.5 million per year.

According to Nike, it can be raised to 15 million pounds per year.

After five rounds of negotiations, Aston Villa agreed to lower the asking price, but they still insisted on the £27 million price.

"£15 million is already a lot." Lovol. "We're only £10 million a year with Liverpool," Norfolan said. ”

"But, as far as we know, Liverpool have 'ditched' Nike." Papa said unceremoniously.

This is information that has just been discovered by Aston Villa.

Liverpool have decided to break up with Nike.

Liverpool have been awarded a top-tier shirt sponsorship contract and the Reds are already planning to sign a new shirt sponsorship contract with US sporting goods manufacturer Warriors Sports.

Liverpool will receive £25 million a season in sponsorship fees, which will allow the Reds to surpass Manchester United in shirt sponsorship revenue to become the Premier League's No. 1 in the Premier League.

Lovol. Norfolan scolded in his heart, damn it, how did this news leak?

It is precisely because of the loss of the old giants Liverpool that Nike is more focused on retaining the share of Aston Villa, the new Premier League champion.

Negotiations were interrupted at halftime.

Lovol and the Nike team took a break for the time being.

Papa smiled smugly, she knew that this was Nike's side stimulated by the news and wanted to discuss it internally.

Aston Villa broke the news, not only to put pressure on the price, but also to imply threats.

Liverpool ditched Nike and turned around to get a big £25 million contract from American company Warriors Sports.

Why can't Aston Villa abandon Nike and turn elsewhere?

I believe that whether it is Adidas, Nike's sworn enemy, or operating equipment brands such as New Balance and Puma, they are happy to accept Aston Villa, the new Premier League champion.

Of course, if you can continue to cooperate with Nike, it will be the best choice.

Ronaldo, the number one star in the Aston Villa team, is Nike's lifelong ambassador.

With Ronaldo's market value, it is a win-win situation for Nike to continue to cooperate.

Half an hour later, the negotiations continued.

"£21 million!" Lovol. Norfolun's face was gloomy, "This is my final bottom line." ”

"£26.5 million." Papa said.

Lovol. Norfolan almost got up angrily, Nike made a huge concession, raising the offer by 6 million pounds at once, and Aston Villa only conceded 500,000 pounds, which was too much.

"£22 million." Lovol. Norfolan said.

"£26 million." Papa said.

"£22.5 million."

"£25.5 million!"

"£23 million!"

"£25.5 million!"

"Good...... Kindness? "Lovol. Norfolun's face changed, this is not a routine to play cards.

Papa didn't speak, but looked at each other with a smile on her face.

"Okay, £25.5 million." Lovol. Norfolan almost gritted his teeth and said, "However, we have to sign a ten-year contract." ”

"No, five years! It can only be signed for five years. Without hesitation, Papa said, "However, Nike can have the right of first refusal to renew the contract under the same conditions." ”

Silent.

Finally, Lovol. Norfolan stood up and held out his right hand, "Good cooperation." ”

"It's a pleasure to work with."

A day later, Aston Villa and Nike held a joint press conference.

The two companies announced that they will renew their contract to continue working together for the next five years.

Aston Villa have been given a super-mega contract for five years, £25.5 million a year, with a total value of £127.5 million.

The new Premier League champion also surpassed Adidas' Manchester United as the most expensive contract holder for jerseys and sports equipment.

Nike breathed a sigh of relief and retained market share in the Premier League's oldest traditional powerhouse with the best upward momentum so far.

Aston Villa are also satisfied, overtaking Liverpool, who are about to sign Warriors Sports, to become the Premier League's highest jersey and sports equipment sponsorship contract.

First place always has a special meaning.

From £6.5 million per year before, to £25.5 million per year now.

Bringing about such a huge change, this is the most direct influence and market value of the Premier League champions.

The media in England was also shocked and hotly discussed.

Aston Villa had previously signed a five-year contract with AIA and could receive up to £27 million a year from the insurance brand.

Now, the Nike brand will sponsor Aston Villa by £25.5 million a year.

With these two sponsorship deals alone, Aston Villa will be cashing in £52.5 million a year.

This translates to £262.5 million in sponsorship income over five years.

The Times ran an op-ed on a key page: Aston Villa's rise is unstoppable.

The role of monetary capital in modern football is increasingly playing an important and crucial role.

Aston Villa have a talented champion like Fang Jue at the helm and have already built a championship team.

Now another £262.5 million in revenue is on the line.

In addition, Aston Villa are widely regarded as the Premier League's most 'selling' team right now, with Ashley Young's £26.5 million move to Manchester United and Quaresma's £30 million move to Manchester City being examples.

There is financial backing, a recognised champion coach at the helm, and a squad of players who have already won the Premier League.

The rise of Aston Villa is already high-spirited, and it is difficult to stop!

The Guardian's front-page headline read: Villa is really going to rise! Are Manchester United, Chelsea, Arsenal, Liverpool ready?!