King of the Bay Area

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As the top professional player in the top professional league, Lu Ke's influence and status are rising, economic value and brand value are increasing day by day, and now even Indra, the CEO of Pepsi, has personally appeared in the dressing room- And it was a special trip to watch the game away, which is also after Roger Goodell and Jerry Jones, another top gangster opened the door of friendship towards the landing.

All of them are proving that Lu Ke's social significance has exceeded that of a simple and pure quarterback, just like LeBron James to basketball, Roger Federer to tennis, and Cristiano Ronaldo. For football, the market value and social significance beyond the competitive level have incredible power, and the depth, breadth and width have all reached new levels.

Therefore, Jed-York showed an unprecedented closeness in front of Lu Ke, which was completely different from the previous posture, and showed the businessman's "no profit but no early" traits, because Lu Ke's value has a new interpretation, It was also because Lu Ke and he were able to talk on an equal footing.

Lu Ke understood Lech's words, but failed to know the ins and outs behind it, and there was still a trace of doubt.

Lech seemed to understand Lu Ke's general thoughts and took the initiative to approach Lu Ke's ear. The pressure voice said, "They want to sign before the Super Bowl." At the same time, they also signed before Coca-Cola.

In other words, regardless of whether the Super Bowl defends its title, Pepsi-Cola hopes to be able to put Lu Ke under its banner as soon as possible! This is the real meaning of Indra's appearance today, and even came to Seattle all the way; then Jed also personally went to entertain and entertain the Pepsi leader with the highest treatment.

Among the four major sports leagues in the United States, Nike and Adidas are becoming more and more competitive, as are Coca-Cola and Pepsi, as beverages rarely sign mutually exclusive agreements with similar brands-at most, between Coca-Cola and Pepsi The mutual exclusion, which makes official sponsorship and player endorsement are two different things, will not interfere with each other, which also keeps the competition between the two sides fierce.

Even tragic.

The official sponsor of the NFL is Pepsi, but Pepsi only appears on the field-such as the Gatorade drink placed next to it during the game, and the team and players are still free to decide whether to choose Coca-Cola. The competition between the two sides can be described as A decisive contest.

In the MLB baseball stadium, Pepsi and Coca-Cola are even more divided. Pepsi-Cola sponsors 16 teams, while Coca-Cola sponsors 14 teams; each team has a different sponsorship contract period, so When the sponsorship contract expires, the two sides will inevitably have some competition.

The situation of the other three major sports leagues may have some differences, but the overall trend remains similar, and it can be said to be indisputable.

The situation of NFL and MLB is the same. The official sponsor of the league is Pepsi. However, within the league, the official sponsors of the Washington Redskins, Atlanta Falcons, Kansas Chiefs and other teams are Coca-Cola. Each of the 32 teams Sponsors of a team have fierce competition.

But for now, the official sponsors of the MLB for baseball, the NHL for ice hockey, the NFL for football, and the three major sports leagues are all Pepsi. Only the NBA for basketball is still the exclusive sponsor of Coca-Cola-since 1986, Coca-Cola has sponsored Twenty-eight years, but now this contract is about to expire next year, when Coca-Cola and Pepsi are bound to have a fierce battle.

Now, the focus is on 49 people in San Francisco.

As a long-standing veteran traditional strong team, the San Francisco 49ers before the 2011 season are still the top teams in the NFL market. The official sponsored brands include Nestlé, Gillette, Pepsi, etc. The current team The cooperation agreement with Pepsi is still in the validity period, and there is no need to renew the contract for the time being.

But even so, the team still ca n’t stop Coca-Cola from signing with any player, just as the league ca n’t stop the team from signing with Coca-Cola—as long as the player ’s personal behavior is outside the non-playing venue, non-team venue, etc. It is allowed without even considering the possibility of player transfer.

Regarding Lu Ke, the same is true naturally.

In fact, after last year's regular season and Super Bowl double MVP, Pepsi and Coca-Cola have both found Lech, hoping to sign Lu Ke; but then, Lech refused without hesitation.

Both Pepsi and Coca-Cola are fast-moving beverages. The overall product positioning determines the differences in marketing methods. The spokespersons must keep up with the trend at all times, which is completely overwhelming. They are often short-term contracts for one year or even one season. I haven't had time to become familiar with the brand image of the spokesperson, and then replaced a whole new group of spokespersons.

For example, at the Brazil World Cup to be staged this summer, although the official sponsor is Coca-Cola, Pepsi does not prevent Messi, Robin-van-Persie, David-Luiz, Stars such as Sergio-Ramos and singers such as Beyonce and Alicia-Keys jointly presented a visual effects feast advertisement, which has created countless topics early on To draw attention with the World Cup frenzy.

Under such a large number of superstar effects, it is often difficult for the audience to accurately locate the image of a particular player, which is not consistent with Leich ’s brand image and commercial positioning of Lu Ke.

So far, all the sponsored brands selected by Lech for Lu Ke are synonymous with elegance and quality, long-term and sincere, high-end and perfect:

Gillette, Rolex, Burberry, AB InBev, Mercedes-Benz. Of course, Andema.

Although there are only six brands, these brand sponsorships can ensure that Lu Ke ’s entire career image can be completely established, which is not directly related to the performance of the field. It is more about Lu Ke ’s persistence, hard work and struggle. Lu Ke's elegance, wisdom and cleverness.

To put it simply and rudely, even if Lu Ke retires now, these brands will not turn around and leave, because they sponsor Lu Ke ’s own image, which has nothing to do with the number of Super Bowl championship rings. Since the past three seasons, Lu Ke Ke Ke's performance on the field has proved himself.

Naturally, fast-moving consumer goods like Pepsi and Coca-Cola do not fit Lech's positioning. Even if they are big names and strong again, Lech has stuck to its bottom line.

A year passed, but Lech still did n’t change his mind, but both Pepsi and Coca-Cola changed their minds: they still hope to cooperate with Lu Ke-not just for the North American or Asian markets, It is the entire global strategy.

Coca-Cola emphasizes life, delivering goodness and happiness, to create wonderful moments and memories, and takes care of consumers of all ages; while Pepsi Cola more respects vitality, excitement / emotional and dynamic, focusing on young consumers, with such power to come Drive the development of the entire market.

But whether it is Coca-Cola or Pepsi, they are looking forward to being able to complete a long-term cooperation agreement with Lu Ke, not a short-term endorsement contract of half a year or one year, but 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 direction of the sponsorship program is different, both Pepsi and Coca-Cola have proposed a program that can satisfy Lech, which essentially changes the situation, which is in line with Leich ’s image conception of Lu Ke, which makes Lech willing to open up some possibilities Sex, let the negotiations go further and see if there is a possibility of cooperation.

Anyway, even if the negotiation fails, there is no loss. Lech is still holding a wait-and-see attitude-neither Pepsi nor Coca-Cola are Lu Ke's target brands.

At the same time, Lech still stuck to the bottom line: before the Super Bowl, he was doing his best to avoid distracting Lu Ke. All the things sponsored by the brand can be temporarily put aside. Lu Ke ’s training and competition are the most important. Things. Therefore, he never mentioned it to Lu Ke.

It's just that Pepsi can't bear it anymore—because Coca-Cola is still watching, they must take the lead in seeking change to seize the advantage.

Regardless of whether Lu Ke can defend the Super Bowl, his market value will not be affected. The heroic performance of the entire third grade season has made Lu Ke truly have a supreme position in the entire North American market. Not only is there no discrimination, but also respect And worship, this is an unparalleled feat; of course, it is certain that if the defending can be successful, the value of Lu Ke will continue to rise, but the increase is relatively limited.

This also means that Lu Ke's strategic significance for Pepsi and Coca-Cola becomes more important.

After much thought, Indra took the lead and she made a proposal that Lech could hardly refuse to go to Seattle to watch the National League final, and then visited Lu Ke after the game.

If the San Francisco 49ers lose the game, then the season is over, and Indra can follow the situation to negotiate cooperation with Lu Ke; and even if the San Francisco 49ers win the game, they still have a two-week break before the Super Bowl starts. Adjust the time and wait for the professional 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, Indra's attitude and posture are perfect, and indeed he did not leave much room for Lech to refuse.

So Indra appeared here.

Although Lech only said one sentence, "They want to sign up before the Super Bowl", and there is no explanation for the ins and outs, but for Lu Ke, this is enough-enough to reflect the sincerity of Pepsi, and the weight of Indra No wonder Jed looked at Lu Ke differently.