How did this American ＂Spring Festival Evening＂ become the crown of the world sports business ｜ Love to watch the Super Bowl.

　　The 2019 NFL drama "Super Bowl" will be held in Atlanta, USA at 7: 30 am on New Year’s Eve, Beijing time. In addition to the wonderful explanation directed by Xiao in the ecological circle, Mr. Guo Aibing, a senior media person, also brought you the most wonderful first-hand reports as a special correspondent of the ecological circle.

　　In the fourth part of the series "Love to Watch the Super Bowl", Mr. Ai Bing brought back all-round warm-up from the front line this time. Atlanta is ready-are you ready for the 53rd Super Bowl?

　　Text | Guo Aibing

　　Senior media person, American professional sports expert

　　The countdown to the Super Bowl is one day. Sponsor representatives and fans have arrived, and they have been busy for a week. All major media seats have been withdrawn, the main streets in the city center have been closed, and the police and police dog explosion-proof brigade are ready.

　　From the game itself, the Super Bowl is a 60-minute game with four quarters, and less than 80 people playing on the field. The participation of advertisers has forcibly extended 60 minutes to about 200 minutes. After all, the first necessity of sports entertainment programs is to sell advertisements.

　　After all, the better you play, the more advertisements are more expensive, and the more expensive the advertisements are, the more money the league will make, the higher the profits allocated to the team, and the better the team will develop. It is such an upward spiral of business and sports that has pushed the Super Bowl, the NFL finals, to the crown position of professional commercial sports in the world.

　　At noon today, NFL China invited reporters to cover the Super Bowl to have a New Year’s Eve dinner in advance. Because the Super Bowl is played on the morning of the 30th lunar month in China, most China journalists are either on the plane back to China or on the way to the airport on New Year’s Eve.

　　NFL China thanks everyone for coming to interview the Super Bowl, but also apologizes for many poor arrangements for hospitality. I hope you will forgive me. The difficulty of NFL lies in that there are many requests from sponsors to media to fans, but limited by manpower, there are very few things that can be solved in time and can be solved well.

　　"I hope you understand our difficulties. As far as income is concerned, our annual income is more than that of the five major European leagues combined. You can imagine how huge the demands for the Super Bowl are. And every year, when you think that the size of the Super Bowl will not get bigger, it will actually grow. "

　　The NFL is not too big. From a direct sensory point of view, it is hard to say how much crazier the NFL fans are than the Bundesliga Spanish League, but the commercial operation of the NFL has developed the commercial value of the event itself to the extreme. The four major television stations in the United States that broadcast NFL games, including NBC, CBS, Fox and ESPN, pay the league $5 billion a year for the broadcast fee alone. This industry can make money faster than robbing banks.

　　The NFL’s total revenue last year was $15 billion, and it did not include overseas income such as the London Games. With the internet giants including Amazon and Google joining the communication ranks, and a new broadcast contract will be signed in 2022, it is entirely possible to realize the NFL’s previous plan of reaching 25 billion yuan a year.

　　The NFL brand is so hard that sponsors dare not run, because as long as they are not careful, they will never catch the NFL express again. Last year, Papa Johns, the pizza sponsor, angrily launched the NFL sponsorship contract because of the NFL players’ protests on the field. How does the NFL respond? It took less than a week to sign Pizza Hut as a new sponsor, and the signing amount increased significantly.

　　The NFL has become a veritable giant in the commercial sports circle in the United States. This commercial express will stop for one minute after it enters the station. If you are willing to get on, hurry up, hesitate a little. I’m sorry, the bus waits for no one. You don’t buy a seat ticket. At the next stop, even the hanging tickets are sold out.

　　I have been in Atlanta for nearly a week, and I am deeply impressed by the publicity and organization of the whole Super Bowl Week. They did set up a Super Bowl Organizing Committee, but the work of the Organizing Committee is more about soy sauce and coordinating government relations, and there are very few activities that really need them to organize.

　　Media coverage is the highlight of the Super Bowl, which is handled by the NFL. Venue reservation, channel debugging, technical support, logistics guarantee, these are the resources that NFL hopes to grasp in its hands. The media is not easy to deal with. As long as they can work normally. But once the arrangement goes wrong, several media say that your organization is chaotic, and the image of the whole league will be affected, so this kind of thing is handled by the NFL personally to try to reduce negative news.

　　Therefore, the arrangement of the team’s press conference, the NFL gave the media several times the interview window of the regular season. From Monday to Thursday, group interviews were arranged every day, which made the players finally have nothing to say. Talib of Ram said in public, "You are the problem of wheels these days, and I just answer it again and again. Tell me the truth. Is this interesting?"? Can someone ask me a question I haven’t asked?

　　I do. When is the Spring Festival in China? Talib said he didn’t know. Then I’m telling you, it’s Super Bowl day. By the way, can you take this opportunity to congratulate the fans in China for a happy Spring Festival? I recorded a lot of interviews with players who were happy during the Spring Festival, and they were all so deceived and gave a routine.

　　? ? NFL Super Bowl Stars Happy New Year!

　　

　　In the promotion of sponsors, the NFL is basically laissez-faire, as long as it is not stipulated in the contract. If you have the resources, you can promote it. If you don’t, we can’t help it. We have too many customers to take care of.

　　Atlanta’s grass fields in the sky and underground are covered with propaganda machines by sponsors. Banners are pulled by planes in the sky, the windows of buildings are marked by advertisers, and cars and motorcycles on the ground run around with banners. There are also sponsors who hire people to pretend to be trees, squatting on the edge of the grass to scare people, screaming and screaming with prizes.

　　These marketing methods certainly have nothing to do with the NFL, and they don’t have time to think about it. Since sponsors have spent a lot of money, they can’t be stingy at this time. They must try their best to take a ride in the Super Bowl and do a good job in sponsorship activation.

　　What the government and the organizing committee can do is to coordinate hotel taxis, so that all the people who win can go to the city, and there must be a place to live if they are willing to pay a lot of money. Security is the place where the city spends more energy, but it was signed with the NFL when it applied for the bid. No matter how much time and energy it takes, it must be done according to the contract.

　　It is said that CBS, the main broadcaster, made the most money on the day of the Super Bowl, earning about 400 million dollars a day, and selling more than 100 million dollars in 30 seconds of TV commercials, which also looks like printing money.

　　It stands to reason that the second most profitable city is the Super Bowl host city, and millions of people will definitely stimulate the local economy. The Atlanta Chamber of Commerce’s estimate is the most optimistic, saying that the Super Bowl can bring economic promotion of 500 million US dollars to the city, and the organizing committee’s estimate is less than 200 million US dollars. Of course, there are also many pessimists who say that economic promotion may be zero. After all, local taxpayers paid more than 700 million US dollars and built the Meiben Center to attract the Super Bowl. These upfront investments, no matter how calculated, are much less than the money earned during the Super Bowl.

　　All kinds of estimates have their basis, and there are also many loopholes. It can be said that the public is right and the old woman is right. But judging from the naked eye senses wandering in the street, at least there are many locals wearing falcon players’ uniforms in the crowd. Falcon jerseys also occupy an overwhelming advantage among the queues in various NFL game portals. In the live broadcast of major TV stations, Falcon fans are quite stunned.

　　Unable to enter the Super Bowl, Falcon firmly occupied the front page of the Super Bowl with the support of fans. From the fans’ point of view, before the Super Bowl, it was a Super Bowl belonging to Falcon and Atlanta. This sense of city honor may be a golden opportunity to build a harmonious society.

　　Editor: Guo Yang

　　Scan the QR code, or click "Read the original" to listen to Xiao Shen’s "War and Sports" NFL Super Bowl special.

This article first appeared on WeChat WeChat official account: Sports Industry Ecosphere. The content of the article belongs to the author’s personal opinion and does not represent Hexun.com’s position. Investors should operate accordingly, at their own risk.