In the second round of the CBA League on the evening of November 2, Yi Jianlian said "foot discomfort" in a game and took off the shoes provided by the league sponsor Li Ning on the sidelines; Finally, after the coordination of the Chinese Basketball Association, the club and the sponsors, he wore the non-Li Ning brand shoes he signed to the court and finished the game.

Yi Jianlian's first battle back in the CBA, a battle that was originally a battle for everyone to welcome back to China's pride Yi Jianlian, turned into a farce. Just when people questioned why the staff on duty gave Yi Jianlian the green light, the Basketball Association issued a fine, and according to the original regulations, Yi Jianlian would be suspended for one game, and the Guangdong team was fined 50,000 yuan.

Today, I will talk about this from four perspectives: player parties, player sponsors, basketball associations and CBA sponsors.

The status of the United Arab Emirates in the Chinese men's basketball team is self-evident, after Yao Ming retired, the United Arab Emirates is the pillar of the national team, with very good physical fitness, strong explosive ability, and the ability to defend, and China can return to the championship in the Asian Championships, and the United Arab Emirates has played an indelible role.

As a star player in China, the UAE must pay attention to everything he says and does. You just came back from the United States, and the Basketball Association gave you the green light to open up registration, and now you slapped the Basketball Association hard. If it is true that the shoes are not suitable, you can apply to the coach to change the shoes, if you really want to protect the interests of Nike sponsors, you can apply not to participate in the game or make a statement after the game, but under the national live broadcast, take off your shoes slowly at the other end of the court, and deliberately leave your shoes on the court when you get off the court, which is directly hitting the face of the Basketball Association and sponsors.

The UAE defends the interests of its sponsors, and its position is correct, but you have to take the right and correct way, under the national live broadcast, you are used as a gun by Nike, what do you let other players think of you? What do you make the fans think of you? The national team and the Guangdong team still need you to support it.

Since you are in the CBA, you must follow the rules of the CBA game, and if the rules are wrong, you should take appropriate measures to resist. If such a move makes fans across the country confused, it will actually hurt the interests of the majority of players and fans.

Li Ning's 20 billion sponsorship smashed to the CBA, many small teams have to rely on an annual share of about 14 million to maintain operations, if the UAE's shoe door is not properly handled, next year Li Ning Bacheng will not renew the contract, whether there are other sponsors to take over is a problem, the top of the pyramid in the league, you have brand sponsorship, you can still live well, but the majority of players at the bottom of the league pyramid, there is no large sponsorship contract, their income can only be reduced, the team has no money to pay players salaries, not to mention any brand promotion, Trainers, nutritionists, etc., the CBA brand will gradually depreciate.

If there is a conflict between the personal endorsement brand and the alliance sponsor, in fact, there are many examples of proper handling by the predecessors, to put it bluntly, everyone sits down and talks, in the 2008 Olympic Games, didn't Yao Ming just don't wear Nike on the field? This is the result of the joint efforts of my own team and the Basketball Association. Lin Dan, the first person in the national feathers, still played with the rackets and shoes of his sponsor Yonex.

Yao Ming is the first person in the Chinese men's basketball team, Lin Dan is the first person in the national feathers, and you are currently the first brother of the Chinese men's basketball team. You have to talk about it, talk about it, and there will definitely be one to talk about. If you kick your nose in the face, there will naturally be a black face waiting for you.

Hey, to put it mildly, you can have a snack, the team behind you has cheated you countless times, why don't you have a long memory?

It is understandable for Nike to protect its own interests, but it is a bit shameless to use its own signed players as guns, and it is a bit shameless to take players to spy on the bottom line of the basketball association again and again. Is it really uncomfortable for Li Ning to wear these shoes, it was you who instructed the United Arab Emirates to do this and that behind the court, so it is uncomfortable, finish the game well, what is there to solve before and after the game, why let yourself sign players to make such a ridiculous move.

You sponsor the national team and ask everyone to wear Nike shoes, and now Li Ning sponsors the CBA and requires players to wear Li Ning's shoes, you have jumped out again, you have the ability to sponsor the national team, and you also agree that players can wear their own endorsed shoes at will. Find any reason, it's ridiculous to wear Li-Ning shoes uncomfortably.

If you have the ability, you can find pressure from the basketball association yourself, hide behind your back, and use the signed player as a gun, what kind of ability is it!

first moved out the two newcomers, Zhou Qi and Wang Zhelin, to challenge the Basketball Association.

You must be responsible for this irrational behavior of the United Arab Emirates, whether it is instructed by you or by yourself!

Things fermented, out of control, and let the UAE take the initiative to admit mistakes, reduce losses, and dissociate everything from themselves, I was really drunk on the UAE's Weibo, the UAE is innocent, but you used it as a gun.

Chinese fans are not blind, don't fool us!

In the past, when Anta started sponsoring the league, it was only a few million a year, and later it rose to 20 million. In 2012, when it arrived at Li Ning, it directly doubled to 2 billion in 5 years, with an average of 400 million per year. Sponsors spend a lot of money, must have to make requirements, adults do not distinguish between right and wrong, only look at the pros and cons, when the first signing of the agreement, the Basketball Association has the initiative to choose, which can be signed, which can not be signed, according to international practice, the main sponsor only has the rights and interests of the jersey, the rights and interests of the shoes belong to the individual athletes, which is more beneficial to the league; But what happened to the Basketball Association, Li Ning, you made a lot of money, my Basketball Association didn't say a word, and I didn't have to do too much research, one size fits all, all the rights and interests were given to you.

However, as a new regulation, you should take into account the current reality when formulating it. For example, in the current league, some players have accepted the sponsorship of other sports companies, according to the contract, they must wear the agreed shoes on the field during the game, and if they breach the contract, they will definitely be held responsible, which is a matter of the spirit of the contract and a matter of the law. You are now doing a one-size-fits-all approach, completely ignoring the interests of the players themselves, and it is inevitable that you will be resisted.

Moreover, the international practice has long been established, and the amount of BA's main sponsor is much more expensive than that of CBA, which used to be Adidas, and the next super big contract was changed to Nike. But even though Nike spends so much money on the NBA, the NBA has not broken the international convention of "the athlete's feet belong to him".

Why is the NBA such a mature league, the choice of shoes to the players to handle, not simply the NBA to protect the health of players, more importantly, to prevent a league in a sports brand monopoly. If only one sports sponsor is allowed in a league, you are effectively excluding the others. For example, if the CBA packages all the rights and interests to Li Ning, then domestic brands such as Peak and Anta cannot find star players with endorsements in China, because there are almost no occasions for CBA to be exposed in the game, and then go to the NBA to find celebrity endorsements. So NBA athletes are still highlighting the brand value of the NBA league. Therefore, a number of sports brands enter the league, through celebrity endorsements and other channels, the commercial impact and brand value brought by it are higher than the so-called monopoly cash.

In order to get a large contract, tying up all the players, and negotiating with the sponsor in a unified manner, only seeing short-term interests and no long-term vision, is nothing more than the old way of a planned economy. This system of the last century has given us a bloody lesson, the agreement established on this management model is not called an agreement, it is called a deed of sale for players!

The embarrassment of the Basketball Association now is that you were lazy and self-inflicted bitter fruit back then, which is really cold irony and sadness!

In this matter, in fact, Li Ning is the biggest victim, in the past few years, he has spent 2 billion yuan on brand advertising, and he relies on this to sell shoes. Capitalized bewilderment.

In front of the national audience and fans, the first brother of the Chinese men's basketball team took off Li Ning Blitz 3 during the game, threw it on the court like garbage, and then swaggered away. This will form an impression: the first brand of CBA, the first person in Chinese basketball is not used to wearing Li Ning, how bad this product is!

This has seriously affected the brand reputation that Li Ning has built up for a long time. Next, it is estimated that there will be a question mark about Li Ning's contract renewal with the Basketball Association next year!

Touch your head, Li Ning!

Shake a wit, do a sad marketing, the picture is done, take it for free, remember to reward if you can, ahaha!

Big City Chubby, an Internet financial product manager who likes to read and write, updates original articles from time to time, please contact us by private message to support originality!