NBA状元受安踏(02020)、李宁(02331)追捧 或收到10年2.5亿美元合约

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智通财经APP获悉,7月8日,据市场消息,安踏(02020)已加入锡安的代言争夺战。而今年5月,就有李宁(02331)篮球高管与锡安团队谈判的消息流出,当时还有疑似他们为锡安设计的鞋款“音速7代”照片曝光。

身体素质劲爆,天赋突出的锡安,被篮球圈视作“下一个詹姆斯”,作为2019年NBA选秀毫无悬念的状元秀,他一路都在引发话题,掀起关注风暴。在NCAA,锡安所在的杜克大学和北卡的焦点战最高票价被炒到了1万美元以上。

年初至今,锡安的球鞋代言争夺战异常热闹,根据4月媒体报道,他收到的合同报价多达6个,其中包括耐克(NKE.US),阿迪达斯,安德玛(UA.US), New Balance,彪马和安踏。而根据最新消息,目前已有9家运动品牌参与竞争。

据媒体消息,目前李宁得到锡安的决心最强,报价为10年2.5亿美元,而安踏的报价年限短一些,总金额也接近1亿美元,两家的报价在所有报价中大幅领先。

而从去年开始,中国李宁这一国潮代表的成功,使得李宁势头正盛:2018年李宁营收增长18.4%,首次突破百亿,达到105.11亿人民币,净利更是大涨38.8%至7.15亿

即便如此,10年2.5亿美元(平均每年为2500万美元,约合1.72亿人民币)的报价还是显得有些不可思议,在目前已公开的球鞋代言合同中,这一数字仅次于詹姆斯的年价3200万美元。这意味着,李宁将整个公司2018年年度营销推广费的16%,花到锡安每年的代言费上。

XXNow with the gradual disintegration of the Warriors dynasty, Anta basketball needs new players to enhance their space, resist risks, and bring new growth points to the brand.

In the battle for Zion, Anta also has its own advantages. They excavated Thompson before he actually scored his results, and built a successful product line around him. This is a good case that can impress Zion.

Signing Zion naturally has to face challenges. After the huge amount of money bet, once Zion suffered major injuries and performances were not as expected, it was not a small loss for the brand.

For Anta and Li Ning, their main shoes are mostly low-backs. From the two technologies and the current mainstream shoes, whether they can support Zion’s high-intensity competition in the NBA is another huge The test. As far as the brand is concerned, Zion’s own sneakers have problems. His high attention will be a counter-attacking brand, and the negative results will be greater by other players.

It is worth noting that the biggest advantages of Anta and Li Ning are not only in the quotation, but also in the sincerity and importance of the star, as well as the most important signature shoes and the sales division behind them.

At present, Zion has completed negotiations with all the bidding brands, and the quotations are basically in place. The final decision will be made in these few days.

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