NBA大牌中國淘金進展：想打短工？沒門！
????
|
????此外，利益受損的還包括中國籃球協(xié)會， 他們本來有機會大幅提高門票收入、商品銷售和企業(yè)贊助，這些也是他們非常需要的。2008至2009賽季，CBA修改規(guī)則允許更多的外籍優(yōu)秀球員進入聯(lián)盟，該季度的運營成本提高，導(dǎo)致虧損接近1,700萬美元。 ????盡管錄得虧損，CBA官員劉曉農(nóng)上個月在接受ESPN采訪時卻表示，該聯(lián)盟的營收隨著耐克（Nike）、UPS和TCL等重要企業(yè)贊助商的進入而大幅提高。但是，只有吸引NBA球星加入CBA，才能帶來更多類似的巨額贊助協(xié)議。 ????“從商業(yè)角度看，CBA將受益良多，” NiuBball.com創(chuàng)始人兼主筆喬恩?帕斯圖斯?jié)煽吮硎尽！扒蛎詡兒翢o疑問將涌向球館親眼目睹球星的風(fēng)采?！?NiuBball.com是專門關(guān)注中國籃球的博客網(wǎng)站 ????帕斯圖斯?jié)煽讼嘈牛蝠^爆滿僅僅只是冰山一角。賽事帶來的全球曝光量也會推動當(dāng)?shù)亟?jīng)濟的發(fā)展，因為門票收入和涌向當(dāng)?shù)氐馁Y金都會增加。 ????同樣地，NBA經(jīng)紀(jì)人馬克?康斯坦也指出，中國的商品銷售潛力是那些沒有簽約中國球隊的NBA球員可能喪失的另一個良機?？邓固顾诘腜innacle Hoops公司代理的球員包括穆埃爾?戴勒姆波特等多位國際球員。目前，中國運動品牌李寧（Li-Ning）和皮克（Peak）都在充分利用籃球持續(xù)升溫帶來的機遇。耐克宣布，2010財年中國業(yè)務(wù)營收達到17億美元。 ????“目前，中國零售領(lǐng)域競爭非常激烈，發(fā)展速度超過了消費者支出能力，” 康斯坦說，“但是支出能力正在持續(xù)增長，專業(yè)鞋類市場也在與中產(chǎn)階級同步壯大?！?/p> ????盡管籃球在中國增長的潛力看起來無窮無盡，但是這項運動的發(fā)展在當(dāng)?shù)厝匀幻媾R多重障礙。過去，一個阻礙增長的因素是國家利益重于一切的精神，這使得地區(qū)的利益和包括CBA球隊老板等的商家利益被忽視。中國官方擔(dān)心CBA淪為NBA明星歇腳的中轉(zhuǎn)站，只是來中國撈錢，一旦有機會就會離開。 ????帕斯圖斯?jié)煽司娣Q：“球員們到中國打短工可能會傳遞出這樣一個信息，中國只不過是NBA的‘后院’……一個不費吹灰之力就能撈到錢的地方。” ????布魯斯?奧尼爾是美國籃球?qū)W院（United States Basketball Academy）的院長，培養(yǎng)中國的優(yōu)秀人才。過去20年里，他一直就中國籃球事務(wù)向CBA的球隊老板和美國經(jīng)紀(jì)人提供意見。他對帕斯圖斯?jié)煽说挠^點表示認(rèn)同，即中國政府官員反對這種大規(guī)模涌入帶來的短期利益。 ????但奧尼爾指出，中國籃球的發(fā)展機遇仍然巨大。 ????“球隊老板們都非常進取，希望了解西方如何運營籃球組織，”奧尼爾說，“服飾公司也開始學(xué)習(xí)在磋商代言合同時進行討價還價，并避免以過高價格簽入NBA球員?？偟膩碚f，在中國籃球受關(guān)注程度一直在大幅提升，球迷也表現(xiàn)出巨大的支持。這個市場充滿機遇?！?/p> ????翻譯 秋閑 |
????Then there is the Chinese Basketball Association, which would likely have seen a much-needed boost in revenues from ticket sales, merchandise, and sponsorships. The CBA, after changing the rules to allow more foreign talent to play in the league, raised its operating cost during the 2008-2009 season and subsequently incurred a loss of nearly $17 million. ????Despite those losses, CBA official Liu Xiaonong told ESPN last month that the league's revenue is soaring with Nike (NKE), UPS (UPS), and TLC Communications as significant corporate sponsors. Still, these mega-sponsorship deals would only proliferate if localities were to bring in NBA stars. ????"From a commercial standpoint, the CBA has much to gain," says Jon Pastuszek, founder and lead writer for Chinese basketball blog NiuBball.com. "Fans would undoubtedly flock to arenas to witness it all in person." ????Sold-out arenas were the just the tip of the iceberg, Pastuszek believes. Local economies would also be boosted by the worldwide exposure, benefitting from increased gate revenues and money flowing into the locality. ????Likewise, NBA agent Marc Cornstein, whose Pinnacle Hoops represents NBA players like Samuel Dalembert and scores of international players, points to the merchandising potential in China as another advantage potentially lost for NBA players who don't sign. Already, Chinese footwear brands Li-Ning and Peak have capitalized on basketball's growing popularity, and Nike reported a $1.7 billion in Chinese revenues for the 2010 fiscal year. ????"There's a retailing arms race in China that outpaces the consumer spending power," says Cornstein, "but the spending power keeps going up and the specialty shoe market grows as the middle class does." ????While the potential for basketball growth in China can seem limitless, the sport still faces numerous roadblocks there. One factor that has stunted growth in the past is the Chinese ethos of the national interest outweighing smaller regional and commercial interests like CBA owners. Chinese authorities remain wary of being seen as a fly-by-night destination for NBA stars looking to make a quick buck and leave when the opportunity affords them to. ????"By coming to China temporarily, players would send a message that China is nothing more than a 'backyard,' a quick and easy way to make a buck," warns Pastuszek. ????Bruce O'Neil develops Chinese talent at his United States Basketball Academy and has been consulting Chinese owners and American agents for over 20 years on matters of Chinese basketball. He agrees with Pastuszek's assessment that Chinese government officials are averse to the short-term benefits of such a mass influx. ????Still, O'Neil argues, the opportunities for growth are immense in China. ????"The owners are very progressive and want Western insight on how to run basketball organizations," says O'Neil. "The apparel companies are also learning to carve niches with endorsements and to avoid buying NBA players for way too much money. In general, there's been a tremendous rise in basketball interest in China and the fan support is huge. The market will bear opportunities." |
