"What do you think?" As an agent, Lech still needs to ask Lu Ke's opinion, after all, the last person to sign should be Lu Ke.

But Lu Ke was a hands-off shopkeeper and shrugged, "Lech, you know, I don't know much about brand sponsorship. ”

"Ha, I know. I'm just asking, what's your personal impression? Lech was accustomed to it, and was not surprised at all, shook his head and asked.

"Very pleasant." Lu Ke's answer was also crisp and neat, "Indra has been able to run Pepsi for nearly twenty years, and it is definitely not that simple; But she didn't posturing on a high plane, she didn't take the initiative to cater to flattery, the whole conversation was very relaxed and comfortable, and to be honest, I don't know how to refuse her. ”

Lech laughed, "It's okay, that's my job, and that's why you hired me." Now the question is, do you decide to say no or accept? ”

After a slight pause, Lech did not continue to sell Guanzi, and directly said Pepsi's offer to try to sign Lu Ke.

"Ten million a year, ten years of contracting."

Without brewing, without foreshadowing, or even a prelude, Lech threw out a blockbuster offer, one that shook the entire industry, one that changed the course of the industry's history — no press conference, just a press release to detonate the whole of North America.

What does this contract mean? And how much weight does it have?

First, side-by-side.

Whether it is Pepsi or Coca-Cola, it is now dominated by "stars shining", either changing a spokesperson every season, or signing multiple spokespersons at the same time, and it is definitely not uncommon for double-digit superstars to appear in an advertisement. The former is a short-term effect, the latter is a group effect, both situations are doomed, and the endorsement fee must not be too high, otherwise it will exceed the budget.

In recent years, the endorsement fees of Pepsi and Coca-Cola are generally relatively "low", with an average price of about $1 million, while a few top superstars can be raised to $1.5 million, which is the cap.

Even in the long history of PepsiCo, Pepsi spent $5 million to invite Michael Jackson as its spokesperson in 1994, which was a moment of glory, and it is almost impossible to find such a grand occasion in the future - in the final analysis, Coke is still a fast-moving consumer drink, and the fierce competition between Pepsi and Coca-Cola still needs to constantly "refresh its presence", hoping to maintain the freshness of consumers, and the spokesperson naturally needs to be updated from time to time.

It was not until the second decade of the 21st century that the situation changed slightly, because of the existence of the Internet, the update speed of freshness has reached an unprecedented height, and the speed of news change has increased more than tenfold, even if Coca-Cola and Pepsi are fully accelerated, it is difficult to keep up with the speed of change on the Internet. Subtle changes and differentiation are taking place in target groups.

Leo Messi signed PepsiCo to endorse the 2014 World Cup in Brazil for 1.5 million euros, which is now the highest price for PepsiCo.

Secondly, longitudinal comparison.

So far, Lu Ke has signed six endorsements, and the most expensive ones are undoubtedly Under Armour and Mercedes-Benz, with an annual endorsement fee of five million US dollars, but the contract period is different - but even Under Armour has only signed a five-year contract with Lu Ke.

The reason is very simple, the career of a professional athlete is full of variables, and a single injury can ruin everything, especially rugby; Even at a relatively stable quarterback position, it is not so easy to continue your career and continue your highlights.

Of course, three veterans of the elite four quarterbacks have been in the league for more than a decade — but that's only a decade.

Under Armour's choice to sign a five-year contract with Lu Ke has already shown his determination, which means that they are confident that Lu Ke's top form can last for at least five seasons - in the opening game of the 2013 season, when Lu Ke left the game with an injury, Under Armour's executives were almost scared out of the game.

From endorsement fees to contract years, Under Armour has reached the top level in the industry. Not to mention the NFL, even in the NBA, a lifetime contract like LeBron James is really too little and too little, and this top contract may appear within five or ten years.

What's more, this is only Lu Ke's third season in the league, so the future will be full of more uncertainties, and the risks will naturally be greater.

After the comparison between the two, let's look back at the figure that Lech just quoted: 10 million dollars a year, 10 years. The shock and magic hidden in it come to your face, and it has a charm that is hard to resist.

Pepsi not only signed a contract with Lu Ke at a cost of 10 million per year, but also gave it a ten-year with a wave of his hand, which can almost be regarded as a "pension", pushing Lu Ke to the height of the first person in the alliance in one go, and at the same time making a long-term commitment to Lu Ke for the next ten years.

True boldness!

Lu Ke blinked his eyes and gently bowed his head to show understanding, without too many expressions and words, as if he was savoring, "Oh, they showed determination. ”

So in response...... It's really too bland, and even a little uneventful.

Lech raised an eyebrow, "Your reaction really gives me no sense of accomplishment at all. ”

Lu Ke only reacted at this time, and laughed directly, "No, no, no, I was so surprised that I didn't know how to react." Then Lu Ke turned sideways, faced Lech, frowned slightly, and said in surprise, "Lady Indra really doesn't give me room to refuse, right?" ”

"Yes, she didn't." Lech replied in the affirmative, "To be honest, I was also very surprised. Even though I've been in the industry for so many years, it's still very, very rare to see a contract of this calibre, and she's a rare addition to the big four sports leagues. ”

Obviously, Indra's real abacus is not just a spokesperson, but also through the signing of Lu Ke to carry out PepsiCo's next corporate image transformation plan, and further tap the market potential, the courage of the contract number truly reflects Indra's strong ambition.

This is also the fundamental reason why Indra was able to impress Lech: it was not a short-term effect but a long-term plan, which allowed Lu Ke's image and Pepsi to help each other, completely changing the weight and direction of the entire signing endorsement game. Even Lech seriously began to reconsider the matter.

A $100 million contract to sign a third-year quarterback, and just before the Super Bowl — even though both Lu and Lech had anticipated Indra's determination, they could still feel the shock of surprise at this moment, far beyond what they had originally imagined.

In comparison, Coca-Cola has indeed been in a weak position for the past decade, and the coming days will be even more difficult.

This is the role that a wise senior leader can play, vividly illustrating the truth that "talent is priceless".

"This will not only shake up the entire league, but the other three major sports leagues will inevitably be in sight, even in Europe, and Ms. Indra's courage has really dwarfed countless CEOs, and I must give me a round of applause." ”

Lu Ke is not calm, but because he was so shocked that he calmed down, because all this has no sense of reality, even after so many winds and waves, reality can always bring surprises again, which is also an unknown part of life, isn't it? He couldn't help but think: 100 million dollars? Is Indra kidding?

"If I do sign a contract, I may have a heart attack because of the tax return." Lu Ke said sincerely.

Lech couldn't help but laugh out loud, "So, what exactly do you think?" Accept? Or refusal? ”

"Lech, it's not my problem, you know, never." Lu Ke said frankly, "I can choose whether I should send a short or long message, or a fake fax run, but I can't choose to endorse the advertisement, because everyone sincerely took out a check to invite me, what else can I say?" ”

"Haha." Lech laughed heartily.

Lu Ke spread out his hands, his face full of helplessness, "This should be your decision." Last year, you told me that we shouldn't sign a contract with Pepsi or Coca-Cola, and I said 'OK'; This year, you told me that I should meet up with Indra and I said 'yes'. Now, let me tell you, I had a very pleasant conversation with Indra, and she was an admirable lady; As for whether I should sign or not, and what impact Pepsi will have on my career, that's not part of what I can see, Lech, it's your job, it's up to you to give me the answer. ”

Lehe's smile narrowed slightly, and he looked at Lu Ke seriously, "Really?" $100 million, are you really willing to just turn it down? ”

"God, it's because I can't say no. If it had been left to me to decide, I would have been dizzy because of that string of numbers, how could I make rational judgments and choices? Lu Ke's exaggerated expression could finally feel the shock and surprise, and all the emotions were revealed, "So, it should be up to you to make the choice, before I do something stupid." ”

About image, about value, about strategy, etc., all of these things were told to Lu Ke by Lech, and Lu Ke was a complete layman.

Lu Ke clearly understands a truth: don't pretend to understand if you don't know how to understand, otherwise you will be the one who suffers. Professional work should be handed over to professionals; And if you can understand some of the skin, just to prevent yourself from being deceived, but not so that you can point fingers without knowing anything, then good things may end in messing up.

Lech bowed his head in understanding, "Fair enough." You're in charge of the championship, I'm in charge of creating value, and that's what makes us a pair. So, I'll take care of the rest, I'll finish the follow-up negotiations, you can relax and get ready for the next game." ”

"How? Ready now? Defending? ”

"Look, that's what I'm good at. I'm not ready yet, so let me enjoy tonight's win, and the joy of beating the Seattle Seahawks should last a little longer. ”