How far can the Super League club facing huge losses go?

At the 20 16 China Football Development Forum held on 12, Cisco Sports and Ouxun Sports jointly released the Business Value Report of the 20 16 Super League in Beijing (hereinafter referred to as the report). In the report, the league value, sponsorship amount and the number of fans of the Super League are in a state of continuous growth, but there are also disturbing hidden concerns behind the glamorous and soaring figures. According to the figures provided by the report, the average investment of the relegation teams in the Super League last season has exceeded an astonishing 500 million yuan, and the huge losses are still the survival state of all clubs in the Super League. How long can the league bull market supported by money last? I believe that no matter how optimistic people are, they will never give an "forever" answer.

The growth and development of commercial value still need to be improved.

"No matter the signing scale, players' salary and bonus investment, it has set a new record for the 20 16 season. "Yan Qiang, the founder of Hacker Sports, announced a set of figures at the forum: 20 16 Super League value increment ranked first in the world with 2.4 billion yuan; The total income of the Super League reached 654.38+05 billion yuan; Copyright revenue increased by 12 times compared with last quarter; The 5.8 million live audience remained the first in Asia.

According to the data, the commercial value of the Super League in 20 16 season has been greatly improved, but the Super League is still unhealthy, not close to the people, not grounded and not serving the fans. Behind the bright data, we should also face up to the status quo: there are still many aspects to be improved in the Chinese Super League.

When the amazing investment is constantly being refreshed, China football, driven by capital, is seeking to overtake in corners, but this "barbaric" growth also has hidden concerns. Zhu Xiaodong, chairman and founder of Ouxun Sports, put forward the idea of "five noes" in the Super League for the first time at the forum-there is no clear concept and direction, no reasonable top-floor building, not enough professionals and no sound fan culture. Zhu Xiaodong said: "I don't mean to totally deny the Super League, but think that the Super League can develop better. Compared with the leagues in developed football countries, the Super League can only have a longer-term and healthier development if it finds its own position and builds its own core content. "

The player's value has skyrocketed and the salary cost is too high.

165438+1On October 29th, Guangzhou Evergrande officially announced the introduction of Beijingers and team defender Zhang. His transfer fee was once reported as high as1.200 million yuan. According to the reporter, Zhang's transfer fee for signing a contract with Evergrande for four years is between 70 million yuan and 80 million yuan.

Although 29-year-old Zhang has international competition experience, it dates back to more than five years ago, and last season's appearance record in Beijing was only 14. This transfer can be seen as a continuation of the market madness in the 20 16 season. In the past season, the transfer market of Super League reached 4 billion yuan, five times that of 20 15. Before the transfer market in the Premier League was opened, the Super League once occupied the first place in the world by spending a lot of money on transfer. Heavyweight foreign aid and well-known coaching teams are pouring in. In the 20 16 season, the 16 club invested a total of 4 1 100 million yuan, of which 3.43 billion yuan was used for the transfer fees and salaries of foreign aid and foreign coaches.

At the same time, the value of domestic players has increased rapidly, approaching the 1 billion mark. Not surprisingly, the era of China players' transfer fee exceeding 100 million yuan is coming. The promotion of social status directly leads to the increase of players' salary. At present, the salary cost accounts for a high proportion in the expenditure of each club, and the salary ratio of many clubs even exceeds 2/3 of the total investment, which has obviously exceeded the warning line.

"We also know that the players we signed are not worth the price, but there is no way. If you don't hurry, even players of this level can't buy it. " The answer of a staff member of the Northern Club was quite helpless. Years of youth training have been neglected, resulting in no outstanding young players completing the alternation between old and new, thus causing local players to live in scarce goods. In such a big environment, the mode of signing contracts without spending money will continue to exist. If the transfer market really cools down, or the high-input model is unsustainable, or the youth training that is gradually returning to the right track has a result.

To become a hot spot for investment, opportunities outweigh challenges.

In the report, the total revenue of Super League in 20 16 years was1500 million yuan, of which100 million yuan came from the copyright revenue of Super League. This year, each super club is expected to receive a bonus of 60 million yuan. A few days ago, the Super League has completed the "first sponsorship order" for next season, and Shenzhen Abisen Optoelectronics Co., Ltd. has become the official supplier of full-color LED display screens for the Super League in 2065 438+07-2020, and will be responsible for the full-color display screens, supporting operating equipment, software systems and all related services required by the Super League in the next four years. Compared with Lehman's previous five-year contract with Super League in the form of resource replacement, Abison brought "real money" this time. Ding, chairman of Aibisen, revealed: "This cooperation with the Super League, the annual advertising buyout fee is 20 million yuan, and the four-year sponsorship has reached 80 million yuan. In addition, the amount of sponsoring the whole set of equipment reached 50 million yuan, so our total sponsorship value reached 65.438+300 million yuan. "

Ma Chengquan, chairman of Super League, is very confident in the investment prospects of Super League. "The league environment is improving, the market has been greatly improved, and many new sponsors are looking for us, but the advertising resources of the Super League are limited, and we are also considering developing new fields. In addition, the contracts of many old customers of Super League have expired one after another, and they are talking about renewing their contracts, but the sponsorship fee will definitely increase. After all, the situation is very different now, and I believe there will be good results. "

The sponsorship income of clubs in the Super League also reached 65.438+0.59 billion yuan. Sponsors cover real estate, e-commerce, energy and electricity, tourism, hotel industry and other fields. Although the amount of sponsorship can't make up for the deficit caused by huge investment, it has released a positive signal that more and more enterprises regard football as a hot spot for investment. Ding's feeling is very representative: "Sponsoring the Super League is for our overall consideration, and we can return to the sports industry in China. I think this cooperation is worthwhile for our listed company. At present, the ball market in the Super League is also very popular. In recent years, the audience of the Super League has averaged tens of thousands, which has changed a lot compared with previous years, and the Super League has also made great progress. Cooperation with the Super League is both a challenge and an opportunity for us, but we believe that opportunities outweigh challenges. "