Chinese Although Zhao Yaning has been playing for several years, he doesn't know the specific division of the contract. He only knows how much money can be provided to him in a contract, and as for the specific endorsement fee, portrait usage fee or sponsorship fee in this contract, he does not know.

And now, Zhang Yuan told him this.

The image rights of the football star are related to the image of the football player, the conversation, personal belongings and all other commercial activities.

Unlike many people's understanding, image rights do not mean that when the team gets the image rights, the player's commercial contract income will be half of the team's profit - in that case, the player must not be crazy? Each of the top players has a contract of 10 million, and half of it is given to the team, and it is all for nothing - the endorsement fee and the image right are not completely consistent.

When a company asks a player to be an endorsement, it has to pay him an endorsement fee. For example, if Adidas signs an endorsement contract with a player, then Adidas pays the player, and what the player has to do is to use Adidas products in the game according to the contract of Adidas. If you sign a contract with Adidas, then the player can no longer wear the products of other sporting goods companies in official occasions - such as matches, training sessions open to the public, press conferences, fan meetings, and even some magazine photography, which is an endorsement.

Such a mistake is not made by no one. After signing the agreement with Coca-Cola, Xiao Luo picked up a bottle of Pepsi and took a sip at a press conference - this sip made Coca-Cola settle with him, and he himself lost a contract that amounted to 500,000 euros a year, totaling more than one million.

However, these are just endorsement fees.

And how to get a star to sign with his own company? The company will give the star a sum of money, and that money is a sponsorship fee. The sponsorship fee is provided free of charge, which is equivalent to the company's gift to the player - however, after taking the money from the sponsoring company, you have to sign a contract with the sponsoring company. To put it bluntly, it's not much different from the signing fee. Therefore, every time a player renews his contract with a sports company, he has a signing fee to pay.

And after the endorsement of the star, there are some other things: for example, the extent to which the star's photo can be used, the number of times, the use of the star's image in advertising, or the invitation of the player to participate in the company's activities - these things, although signed together when the contract is signed, are all benefits obtained from the image right. And this part is the part that will share the profit after the team gets the portrait right.

Of course, there are also some programs that invite players to do programs, do interviews, and do publicity, all of which are charged. This fee is also linked to portrait rights.

In fact, this kind of profit has not been valued for long, until the turn of the century, the image rights are actually not in the hands of individual players, but in the hands of large sports companies. At that time, Nike, Adidas, Reebok and other large enterprises controlled the image rights of players. The player signed a contract with the sports company, and the sports company bought the player's portrait rights, which were used freely in the future. For example, when Raul signed a contract with Reebok, he sold the image rights of his shoes, wristbands, necklaces, headwear and other items except jerseys to Reebok - and he was paid only 3.5 million a year. As for why the jersey is not sold - because the practice of the jersey is that the team retains the image right, after all, the team's jersey is made and sold by a unified company, and it is impossible to leave it for the players to sell separately. At the turn of the century, Raul was a top celebrity with a good image and high strength, and he only had such a small income, so you can know how much the portrait right was exploited at that time.

It is precisely because of this that when Real Madrid acquired Zidane, Figo, and Ronaldo, they did not encounter much trouble with image rights. Their image rights are not in their hands anyway, and there is not much difference between big companies and Real Madrid, and the little money given by sports companies can be made up for by Real Madrid. Therefore, Real Madrid once occupied 90% of their portrait rights, which was a normal thing in the eyes of the stars at the time: they were used to their portrait rights being all in the hands of others, and they didn't feel awkward, who was exploited or not?

It wasn't until David Beckham that things changed. Because Beckham's commercial value is too great, he will suffer a big loss by doing so, and of course he will not give Real Madrid 90% of his death. As a result of the Real Madrid negotiations, Real Madrid took 50% and he personally kept 50%. As a result, the rest of the stars have changed to 50%, which is 40% more than before. At that time, although Real Madrid received a part, because of the previous precedent, it was not so much to levy their money as to give them benefits. They are in a special era, at that time, they got half of the image rights from the team, which was much better than being robbed of all by big sports companies.

And after the new century, all teams began to gradually receive the image rights into their own hands: first, if they did this, the team could make some money. Second, the team sometimes needs to make some unified planning, which is more beneficial to the team's image management, and with the arrival of the new century, sometimes, the team will sign endorsement contracts with some companies in the name of the team - for example, Milan has signed a contract with a panty company, endorse underwear in the name of the team, Real Madrid, Manchester United and other teams, automobiles, watches, fashion products endorsements are signed in the name of the team - such endorsements, individuals are difficult to get, and the team is not complete without one person, It's also a problem, so the teams are asking for the image rights of the players.

Of course, it is not without exceptions. Barcelona, for example, from Rivaldo's time, they have developed a tradition that the top players of the team hold 100% of their image rights. Although it seems that the players have earned it, in fact, sometimes it is not good for the players and the team.

For example, Barcelona's Messi, whose portrait is in his own hands, is wearing Adidas shoes, but Barcelona's sponsorship was Nike's for a while, so Nike can use Barcelona's image, but not Messi's. And when Messi scored an impressive goal, in order not to make people think that Nike is amazing, he had to advertise Adidas - he had to take off his shoes himself and kiss them a few times in front of the audience, so that the shoes would steal the spotlight and let people see: this is Adidas!

And he's okay like this, after all, it's not bad to show his face by celebrating. Some other stars, who have no chance to score, want to steal the spotlight with their shoes, and even do some things in the game, deliberately kicking their shoes away to steal the spotlight - some people even suspect that Carlos tied his shoes in '06, which is not unrelated. These are all very failed operations, and the players and the team's income are separated, so that the team and the players suffer the loss of image and income together.

But by now, the situation has changed a lot.

Most of the image rights of England's players are in their own hands – or rather, in the hands of their own companies. In order to avoid taxes, most of the options for Premier League players are to set up a company in their own name, transfer their image rights to their own company, and then lease the company to the team - in this case, it can be regarded as a corporate transaction, not personal income, because the threshold of corporate transactions and personal income tax is different, which can save a lot of tax and can be regarded as reasonable tax avoidance. And some people's companies also take advantage of the trend to work part-time personal publicity, such as Irving's Irving Promotion Company is a well-known personal player company.

And now, Zhao Yaning's problem has become a problem.

How much does his image rights pay to Real Madrid?

"I definitely can't refuse and don't give a penny." When Zhang Yuan and Zhao Yaning talked about this issue, they also gave Zhao Yaning a thorough idea, "This is not only a matter of money, but also a question of training." After all, after the team gets a part of your image rights, training, business activities, jerseys and so on, are all arranged uniformly, and if they are all in your hands, the training is not easy to arrange. ”

It's not uncommon to see examples of this: while Rivaldo was playing football, the image rights were firmly in his hands. But this also caused a consequence: his business team negotiated business activities with large companies, and the team's schedule may not be right, and for the sake of commercial endorsement, sometimes he will delay the team's training. Because there are too many such things, the major teams in the future are all wary - we can pay less, we can also pay more, but we have to pay a part. Otherwise, money is a small problem, and it will be a big trouble if the team's activities cannot be arranged.

"If I give them 50% of my image rights, how much will I lose?" Zhao Yaning asked.

"If that's the case...... Counting the commercial benefits that Real Madrid can bring you, if they are willing to pay you an annual salary of 15 million, you probably won't lose money. ”

This price, Zhao Yaning knew that it was unlikely as soon as he heard it, it was too high. If his current income is 10 million normally, let Real Madrid pay 5 million more, Real Madrid will definitely not do it. It's not just a matter of wages, it's also a matter of the level of a team's contract. However, if 50% of the portrait rights are only 5 million, your entire portrait rights are about 10 million, which is much less than what you imagined.

However, this also made him puzzled: at the beginning, Zidane was also funded by large companies such as France Telecom, and he did not hand over the portrait rights the same, probably similar to Zhao Yaning's situation, and even less.

Zhao Yaning's commercial contract has always been one of the best in the football world - and his business contract is probably of the same type as Hidetoshi Nakata, both of which are holding a large market of the country alone, and they can't be poached by anyone. His income has always been very high, but how much of it is related to portrait rights? He didn't know.

And now, after asking this question, he can be considered to know - it turns out that his portrait rights are quite valuable.

"China is a big place, so naturally it is used more. That's a lot of money. Moreover, there is another reason why it cannot be given to Real Madrid: there is some money that cannot be mentioned at all. Especially when the Olympics are approaching, the publicity is everywhere. Really gave the portrait rights to Real Madrid, let Real Madrid ask for it, and they asked the Olympic Committee for money? Are you still messing around in the country? CCTV interviewed you, and they asked for a portrait fee? Are you looking for bad luck yourself? ”

"But is Real Madrid willing to let go of the issue of image rights?"

"Of course they won't let it go so easily." Zhang Yuan is very confident in this, "But, believe me, they can't get anything." ”

"Why?"

"Because theoretically, it's not you who negotiate with them. Nor your company, but the state. Zhang Yuan smiled bitterly, "You have no right to sell your portrait rights, because they don't belong to you for a long time." ”

These words made Zhao Yaning extremely surprised. He really couldn't imagine that there was such a nonsense thing in this world.

"According to the regulations of the General Administration of Sports in the early years, the intangible assets of all athletes participating in the national team are owned by the national team. You're a player in the national team, so, theoretically, your advertising revenue, all of it should be from the state. ”

"So, I've been embezzling state-owned assets all year round?" Zhao Yaning said with a wry smile.

"In theory, that's right — you're a big embezzler." Cat flutter Chinese