As a top professional player in the top professional league, Lu Ke's influence and status are rising steadily, and his economic value and brand value are increasing day by day. Now even Pepsi-Cola CEO Indra has appeared in the locker room in person—— And he made a special trip to the away game to watch the game. This was another top boss opening the door of friendship to Lu Ke after Roger Goodell and Jerry Jones.
Everything is proving that Lu Ke's social significance has exceeded that of a simple quarterback, just like LeBron James is to basketball, Roger Federer is to tennis, and Cristiano Ronaldo is to For football, the market value and social significance outside of the competitive level have an incredibly powerful influence, and the depth, breadth and breadth, etc., have all reached a new level.
As a result, Jed York showed an unprecedented closeness to Lu Ke, which was completely different from his previous attitude. He fully demonstrated the businessman's characteristic of "not willing to start early without profit", because Lu Ke's value had a new interpretation. Also because Lu Ke and he could talk on equal terms.
Lu Ke understood Laihe's words, but he was not able to understand the ins and outs behind it. There was still a trace of doubt.
Lech seemed to understand what Lu Ke was thinking. He took the initiative to approach Lu Ke's ear and said in a pressured voice, "They hope to sign the contract before the Super Bowl." At the same time, they also signed the contract before Coca-Cola.
In other words, regardless of whether it defends the Super Bowl or not, Pepsi-Cola hopes to acquire Lu Ke as soon as possible! This was the true meaning of Indra's appearance today, and she even came all the way to Seattle; then Jed personally went out to welcome and entertain the head of Pepsi-Cola with the highest treatment.
Among the four major sports leagues in the United States, the competition between Nike and Adidas is becoming increasingly fierce, and the competition between Coca-Cola and Pepsi-Cola is also the same, because beverages rarely sign mutual exclusivity agreements for similar brands - at best, they are between Coca-Cola and Pepsi-Cola Mutually exclusive, this also makes official sponsorship and player endorsement are two different things, and they will not interfere with each other. This also makes the competition between the two parties always fierce.
Even tragic.
The official sponsor of the NFL is Pepsi-Cola, but Pepsi-Cola only appears on the field - such as the Gatorade drinks placed next to it during the game. Teams and players can still freely decide whether to choose Coca-Cola. The competition between the two sides can be described as A battle of proportions.
In the MLB baseball field, Pepsi-Cola and Coca-Cola are even more divided. Pepsi-Cola sponsors sixteen teams, while Coca-Cola sponsors fourteen; each team's sponsorship contract period is different, so each When the sponsorship contract expires, the two sides are bound to compete again.
The situations of the other three major sports leagues may have some differences, but the overall trend remains similar, and it can be said that every inch of land must be fought for.
The situation in the NFL and MLB is the same. The official sponsor of the league is Pepsi-Cola, but within the league, the official sponsor of the Washington Redskins, Atlanta Falcons, Kansas Chiefs and other teams is Coca-Cola. Each of the 32 teams has There is fierce competition for sponsors of a team.
But for now, the official sponsors of the three major sports leagues, MLB (baseball), NHL (hockey), and NFL (football), are all Pepsi-Cola. Only basketball's NBA is still exclusively sponsored by Coca-Cola. Since 1986, Coca-Cola has sponsored NBA players. It lasted twenty-eight years, but now this contract is about to expire next year. By then, Coca-Cola and Pepsi-Cola are bound to have another fierce battle.
Now, the focus is on the San Francisco 49ers.
As a long-established traditional strong team that has been weak for a long time, the San Francisco 49ers before the 2011 season were still the team with the highest market value in the NFL. Official sponsor brands include Nestlé, Gillette, Pepsi-Cola, etc., and the current team The cooperation agreement with Pepsi-Cola is still valid, and there is no need to renew it yet.
But even so, the team still cannot prevent Coca-Cola from signing any player, just like the league cannot prevent the team from signing with Coca-Cola - as long as the player's personal behavior outside of non-game venues, non-team venues, etc. It is allowed without even considering the possibility of player transfers.
The same is naturally true about Lu Ke.
In fact, after last year's regular season and Super Bowl double MVP, Pepsi-Cola and Coca-Cola had already approached Lech, hoping to sign Lu Ke; but at that time, Lech refused without hesitation.
Pepsi-Cola and Coca-Cola are both fast-moving consumer drinks. The entire product positioning determines the difference in marketing methods. The replacement of spokespersons must keep up with the trend at all times, which is completely overwhelming. They are often short-term contracts of one year or even one season, and the audience Before I had time to get familiar with the brand image of the spokesperson, a whole new batch of spokespersons were replaced.
For example, although the official sponsor of the upcoming World Cup in Brazil this summer is Coca-Cola, it does not prevent PepsiCo from inviting Messi, Robin-van-Persie, David-Luiz, Stars such as Sergio Ramos and singers such as Beyoncé and Alicia Keys jointly presented a visual effects feast advertisement, which created countless topics early on , taking advantage of the World Cup craze to attract attention.
With such a large number of superstar effects, it is often difficult for the audience to accurately locate the image of a specific player, which is not consistent with Lech's brand image and business positioning for Lu Ke.
So far, the sponsor brands selected by Lech for Lu Ke are all synonymous with elegance and quality, longevity and sincerity, high-end and perfection:
Gillette, Rolex, Burberry, Anheuser-Busch InBev, Mercedes-Benz. And of course, there's Under Armor.
Although there are only six brands, these brand sponsorships can ensure that Lu Ke's image throughout his career can be completely established. They are not directly related to the performance on the field. They show more of Lu Ke's persistence, hard work and struggle, and Lu Ke’s elegance, wisdom and intelligence.
To put it simply and crudely, even if Lu Ke retires now, these brands will not turn around and leave, because what they sponsor is Lu Ke’s own image and has nothing to do with the number of Super Bowl championship rings. In the past three seasons, Lu Ke has Ke's performance on the field has proven himself.
Naturally, fast-moving consumer goods such as Pepsi-Cola and Coca-Cola are not in line with Lahe's positioning. No matter how big and powerful they are, Lahe sticks to his bottom line.
A year passed in a blink of an eye, but Lech still did not change his mind. However, both Pepsi-Cola and Coca-Cola changed their minds: they still hope to cooperate with Lu Ke - not just for the North American market or the Asian market, But the entire global strategy.
Coca-Cola emphasizes life, delivers beauty and happiness, and takes care of consumers of all ages with the concept of creating wonderful moments and memories. Pepsi-Cola, on the other hand, promotes vitality, passion and movement, focusing on young consumers, and uses this power to Drive the development of the entire market.
But whether it is Coca-Cola or Pepsi, they are looking forward to completing a long-term cooperation agreement with Lu Ke. It is not a short-term endorsement contract of half a year or one year, but they hope that Lu Ke can interact with the brand and truly become part of the brand value. This is a long-term plan.
Although the directions of the sponsorship plans are different, Pepsi-Cola and Coca-Cola both proposed plans that satisfied Laihe, which essentially changed the situation and fit Laihe's image conception of Lu Ke, which made Laihe willing to relax and open up some possibilities. sex, let the negotiations proceed further to see if there is a possibility of cooperation.
Anyway, even if the negotiation fails, there will be no loss. Lech still maintains a wait-and-see attitude - neither Pepsi-Cola nor Coca-Cola is Lu Ke's target brand.
At the same time, Lech still insisted on the bottom line: before the Super Bowl, he was doing his best to avoid distracting Lu Ke. All those brand sponsorship matters can be put aside for the time being. Lu Ke's training and competition are the most important. things. Therefore, he never mentioned it to Lu Ke.
However, Pepsi-Cola can no longer hold back - because Coca-Cola is still eyeing it, they must take the lead in making changes to seize the advantage.
Regardless of whether Lu Ke can defend the Super Bowl, his market value will not be affected. His heroic performance throughout his junior season has truly given Lu Ke a supreme position in the entire North American market. Not only is there no discrimination, but he is also respected. and worship, this is an unparalleled feat; of course, what is certain is that if he can successfully defend his title, then Lu Ke's value will continue to rise, but the increase will be relatively limited.
This also means that Lu Ke’s strategic significance to Pepsi-Cola and Coca-Cola is even more important.
After much thought, Indra took the lead and made a proposal that Leh could hardly refuse—go to Seattle to watch the National League finals, and then visit Lu Ke after the game.
If the San Francisco 49ers lose the game, the season will be over, and Indra can negotiate cooperation with Lu Ke; and even if the San Francisco 49ers win the game, they still have two weeks of rest before the Super Bowl starts. Adjust the time and wait for the Pro Bowl before entering the preparation state. Indra can also take the initiative to express his friendliness and avoid affecting Lu Ke's preparation state as much as possible.
As the CEO of Pepsi-Cola, Indra's attitude and gesture were perfect, leaving no room for Leh to refuse.
So, Indra appeared here.
Although Lech only said one sentence, "They hope to sign the contract before the Super Bowl," and could not explain the ins and outs, but for Lu Ke, this was enough - enough to reflect Pepsi's sincerity and Indra's weight. , no wonder Jade looked at Lu Ke differently.
