“A Rolex tells a story.”
This is the official slogan of Rolex.
They have always been committed to making Rolex a part of life, keeping it in their memories for a long time. Time flies, and it lasts forever. Those nobility, those luxury, those peaks, those brilliance and those moments, in the end, they still end up in On top of every story.
It is true that if Rolex is willing to extend an olive branch, let alone the four major sports leagues in North America, there are countless top superstars to cooperate with in the NFL alone, and each superstar has his own story behind him, but those stories are not Rolex. Until Lu Ke appeared.
Whether it is a unique starting Asian identity or a miracle as an undrafted rookie, this is an irreplaceable and irreplaceable miracle in the entire league. Challenging oneself and challenging the limits, on this road of rise, Lu Ke has Carrying the weight of the entire history and the entire sport, it is undoubtedly the best representative of the Rolex story.
The right time, the right place, the right people finally led to this cooperation.
But it can be seen from Rolex's attitude that they still have reservations and are only cooperating with Lu Ke personally instead of cooperating with the league officials. As for what kind of miraculous story Lu Ke can evolve from this starting point, time will be left to write it.
"We admire your story and look forward to the follow-up stories." Wolfgang said simply but sincerely, "Imagine when you win the Super Bowl championship and take the stage, wearing a Rolex watch, recording A classic moment, what a wonderful thing that would be.”
Lu Ke opened his mouth slightly and raised his chin slightly, showing an expression of realization, "...thank you."
After hesitating for a moment, he did not refuse modestly, but accepted it frankly. Such a gesture fell into Wolfgang's eyes, and the smile appeared again, "You know, you remind me of when I was young. Roger Federer.”
But Lu Ke wrinkled his features and shook his head repeatedly, "I like Rafael Nadal even more."
Wolfgang's smile paused for a moment, and then the two of them laughed happily, understanding each other tacitly:
Roger Federer is the spokesperson of Rolex. His watch cannot be worn during the game and can only be worn after the game; while Rafael Nadal is the spokesperson of Richard Mille's high-end sports watches. , and his watch can be worn during competitions. It is an invention that has won a science and technology patent.
After suppressing his smile, Wolfgang continued, "So, are there any questions?"
Lu Ke turned to look at Laihe, so Laihe took over smoothly, "We can sign the contract."
The process of signing the contract agreement is far simpler than imagined, because the lawyers of both parties have already reviewed the specific terms of the contract. Today, you only need to sign on a thick stack of contract agreements.
This is a four-year contract worth 1.5 million per year, with a total value of 6 million US dollars!
At first glance, for those commercial endorsement contracts that cost tens of millions or even hundreds of millions of dollars, six million seems not worth mentioning at all, but this requires horizontal and vertical comparisons.
In 2006, Rolex officially signed a ten-year contract with Roger Federer, the world’s number one tennis player and six-time Grand Slam champion at the time. It was a ten-year contract with a total price of US$15 million. This is what it is so far The most superior and long-term watch endorsement contract in history——
Because as a spokesperson, Federer does not need to wear a watch all the time during the game. He only needs to wear the watch at the press conference and award ceremony after the game. The rate of return is staggering.
In 2007, Movado officially signed a contract with Tom Brady, who had completed three championships in four years. It was a ten-year contract with a total price of 10 million US dollars. It was also the most noteworthy deal in the NFL. One of the collaborations, because for rugby players, it is impossible to wear a watch during the game. This is the first official cooperation between a watch brand and rugby.
After comparing horizontally and vertically, Rolex’s contract shows enough sincerity.
The first is endorsement fees.
Time flies, the current price level and endorsement fees are no longer the same. The current one million cannot be compared with the one million five or six years ago.
But it must be noted that the current Lu Ke is far inferior to Federer and Brady when they signed the contract.
There is no Super Bowl ring, no regular season MVP, and he has not even finished his sophomore season. To put it bluntly, he has nothing except Rookie of the Year, and even this title is far from being considered top. .
Under such circumstances, Lu Ke received an annual endorsement fee of 1.5 million US dollars, which is the same as Federer and surpasses Brady. This is really commendable.
Second is the age.
A mere four years cannot be compared with the ten-year contracts of Federer and Brady, but the sponsorship contract between Lu Ke and Under Armor last year was two years. After such a comparison, Rolex’s courage and sincerity are highlighted, because people Everyone knows that young players still have too many uncertainties and the risks are too high.
In other words, even if Lu Ke performs poorly in his third and fourth years, the sponsorship contract will continue to be valid; even more negatively, even if Lu Ke is unable to play due to injury, Rolex can only be dumb and eat Huanglian.
There is no doubt that for Lu Ke now, this is a sky-high contract. Rolex made a risky choice with four years and six million US dollars. Even among other competitive events, this watch cooperation contract is definitely top-notch, and can even be said to be a thrilling gamble. No wonder even an old fox like Laihe is a little excited.
Things are rare and valuable.
This sentence is true in any field, and the NFL is no exception.
The most direct and significant reason for the difference in advertising contracts between the NBA and the NFL is the difference in the number of people. Fifteen players share a piece of cake and 53 players share the same piece of cake. The difference in profit distribution is clear at a glance; but if, in the NFL, What about a unique player? Just like individual sports like tennis, racing and equestrian.
Not only are the other fifty-two players on the team incomparable, but this is the only player in the entire league who has no semicolon? At the same time, this player can also create miracles repeatedly, firmly occupy a place in the league with his outstanding strength, and further become the best candidate for MVP in the first half of the season?
Then, the uniqueness of this player is enough to become a sought-after player, and the potential for commercial value is inestimable.
This is Lu Ke!
From Rolex's perspective, what they signed is a player, but also a breakthrough, a future and a possibility. They see opportunities that other brands have not captured, for the NFL market, the Asian market, and future positioning, etc. With immeasurable potential and impact, this is enough.
After the signing, everything was finally settled in black and white.
Wolfgang stood up, shook hands with Lu Ke again, and expressed his best wishes, "Happy cooperation!" After the signing meeting came to an end, Wolfgang's rigor and calmness also relaxed a little, and his tone Adding some levity, "The performance in the Monday night game that just ended was very exciting."
Coincidentally, the "University of Phoenix Stadium Massacre" is setting off a frenzy of discussion on social networks, which once again indicates that Lu Ke has strong market appeal. For Rolex, this is undoubtedly the best news. .
Of course, the decision-making process of Rolex is not directly related to the "University of Phoenix Stadium Massacre". In the past few weeks, the company has made the choice through repeated discussions within the company, but Lu Ke's outstanding performance on the court, It undoubtedly adds more confidence to Rolex.
"Thank you. But the pressure will be even greater next." Lu Ke pointed at the contract that had just been signed on the table and said half-jokingly, "I don't want to screw up on my first show."
"Ha, although we don't care, but... who doesn't like winning?" Wolfgang also responded with a smile, "Next, we will hold a formal press conference to announce the history of Rolex and rugby. This is our first official cooperation, and we are happy to see the victory.”
"However, before the press conference, we still have one thing to do: choose the most suitable watch for you." Wolfgang once again made an invitation gesture, "We have a very rich collection. You can choose it according to your preferences, your style, your personality, or even tailor it to make this watch the epitome of your image.”
After undergoing the baptism of Under Armor, Lu Ke has gradually become familiar with the process. He was not too surprised and said with a smile, "Then, every time you attend a press conference, every party and award ceremony, you must wear it. Right?"
"Yes. We will monitor it every week, so please be sure to wear it." Wolfgang said in a relaxed tone, "If you are willing to wear it in private, that would be great. In order to match different outfits, We can provide different models of the same series at any time and provide you with one-to-one customized services. Of course, the most important thing is the Super Bowl.”
"Phew, then the first step is that I need to enter the Super Bowl and win it." Lu Ke raised his right hand and made a cross gesture between his index and middle fingers, indicating that he was praying silently.
Wolfgang tilted his head slightly, "Oh, I don't think you need to pray. I hope you have a chance to win. For the fans of the San Francisco 49ers, and for myself, we are all Think so."
"Well said." Lu Ke snapped his fingers tacitly, and the atmosphere was harmonious and warm.
