经济学人官方译文 | 女子足球稳赚:又一项女子运动变成大生意

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Women’s football
女子足球
Net gains
稳赚
Another female sport is becoming a big business
又一项女子运动变成大生意

“IS THIS HOW we should show up before you come to our games?” read the frustrated slogan of the French national team, posing nude during the women’s football World Cup in 2011. At this year’s tournament in France figures smashed records without such desperate measures.?FIFA, the game’s governing body, estimates that it drew a total of 1bn viewers, up from 750m four years ago in Canada. The semi-final featuring England was the most watched television programme of the year so far in Britain. Some 14m Americans saw their team beat the Dutch 2-0 to win their fourth title on July 7th, more than tuned in to most basketball and baseball league finals.
“我们非得这样,你们才会来看比赛吗?”这是法国国家队在2011年女足世界杯期间的全裸宣传写真上的辛酸口号。今年在法国的女足世界杯上,无需这样的“苦肉计”观众人数也破了纪录。运营女足世界杯的国际足联估计,本届赛事共吸引了10亿观众,较之四年前加拿大那一届的7.5亿观众显著提升。有英格兰队参加的半决赛是今年迄今为止英国收视率最高的电视节目。7月7日,约1400万美国人观看了美国队以2比0击败荷兰队、第四次捧杯的决赛,比大多数篮球和棒球联赛决赛的观众人数都多。

Sponsors have taken note. Visa, a payment-card network with a taste for supporting high-profile sports events, spent as much promoting it as it did on the men’s competition.?Earlier this year Barclays, a bank, became the first ever title sponsor of the English Women’s Super League (WSL) in a deal said to be worth over £10m ($12.6m). On July 5th Alipay, China’s electronic-payments giant, announced a 1bn yuan ($145m) ten-year deal with the Chinese women’s football team.
赞助商们注意到了这种变化。一向热衷赞助重大体育赛事的支付卡网络Visa已经将对女足世界杯的赞助投入提高到和男足世界杯不相上下。今年早些时候,巴克莱银行成为英格兰女足超级联赛(WSL)的首位冠名赞助商,据称赞助协议价值超过1000万英镑(1260万美元)。7月5日,中国电子支付巨头支付宝宣布与中国女子足球队达成价值10亿元人民币的十年合约。

The women’s game is luring brands which have previously been shut out of the sport because of the way sponsorships of women’s teams were bundled with those of men’s sides. Avon, a beauty and cosmetics company, became the first to sponsor a women’s professional football club, signing an exclusive deal with Liverpool FC Women in 2017. In April Boots, a pharmacy chain, struck partnerships with the national teams of England, Scotland, Wales and Northern Ireland, as well as the Irish Republic. Arkema, a chemicals firm, recently bought the naming rights to the top French women’s league in a deal worth €1m ($1.1m) a year over three years—peanuts compared with the €15m a year the men’s league receives from its main sponsor, but a start.
女足赛事正在吸引新的赞助商。过去因为女足与男足赛事的赞助权捆绑销售,一些品牌无法参与。美妆公司雅芳2017年与利物浦女子足球俱乐部签订独家协议,成为第一家赞助女子职业足球俱乐部的公司。4月,药店连锁Boots与英格兰、苏格兰、威尔士、北爱尔兰及爱尔兰的女足国家队建立了合作伙伴关系。化学品公司阿科玛(Arkema)最近与法甲女足联赛签订了每年价值100万欧元(110万美元)、为期三年的冠名赞助协议。这与法甲男足联赛每年从其主赞助商那里获得的1500万欧元赞助相比是小巫见大巫,但总归是个开始。

Sixty percent of women’s football teams in the biggest leagues now sport front-of-shirt patrons different to those for the men’s team at the same club, according to Deloitte. The consultancy reckons this could approach 100% by the next World Cup in 2023. The number of European national associations with dedicated women’s football sponsors rose from nine in 2013 to 17 in 2017.
根据咨询公司德勤的数据,在最大的那些足球联赛里,现在60%的女子足球队的球衣胸前广告赞助商和同一个俱乐部里男队的赞助商都不是同一家。德勤估计,到2023年下一届世界杯时,这一比例可能达到近100%。欧洲各国足协里,有专门的女足赞助商的足协数量从2013年的9个增加到了2017年的17个。

Kelly Simmons, director of the professional women’s game at England’s football association, says that these multi-million-pound deals have been transformative. The big bucks, though, will come with broadcasting rights. Men’s English Premier League games bring in more than £3bn a year from broadcasters. France’s top female league sold five-year rights to Canal+, a pay-TV firm, for €6m—a trifle but six times more than two years ago. TF1, the most popular French TV station, raised ad prices twice in a week for France matches, earning an estimated €9m as the home team reached the knockout stages. In Britain women’s-football rights were handed over to BT, a telecoms company, and the BBC, the public broadcaster, at virtually no cost. Expect negotiations for new contracts, set to begin now that the tournament is over, to be much more of a contest.
英格兰足总的女足联赛主管凯莉·西蒙斯(Kelly Simmons)说,这些价值数百万英镑的协议带来了变革性影响。不过,收入的大头将是转播权。男足英超联赛每年可从各家广播公司获得超过30亿英镑的转播收入。法甲女足联赛以600万欧元的价格向付费电视公司Canal+出售了五年的转播权,虽说比起来只是毛毛雨,但已是两年前价格的六倍。法国收视率最高的电视频道法国电视一台(TF1)在本国女足队挺进淘汰赛之后,一周之内两次提高了法国队比赛的广告价格,估计大赚900万欧元。在英国,女足转播权几乎免费给了英国电信(BT)和公共广播公司BBC。现在世界杯已经结束,新合同的谈判即将开始,等着看一场激烈竞争上演吧。

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