Today, the "most difficult in history" Olympic Games officially came to an end.
From the dark and eerie opening ceremony, to the food and accommodation that was exposed as "living like hell", to the successive confirmed referees and players, the Olympic Games, which were delayed for a year, were doomed to be unstable from the beginning.
However, all kinds of torments have not weakened the olympic athletes' belief and strength in the competition. Since Yang Qian won the first Olympic gold to ignite the first climax of the Olympic Games, every game and every medal has touched the hearts of the Chinese people, and every day the hot search is full of screens of the Olympic Games schedule and news. Even if the difficulty is super high and the "black box" continues, the number of gold medals won by our country is still far more than the previous session.
The competition schedule of just half a month has rekindled the attention and enthusiasm of the Chinese people for sports competitions, and has once again paid attention to the existence of the Olympic champions. Even "netizens said that the Olympic Games have fiercely corrected my aesthetics" once topped the top ten of hot searches.
As a result, The Olympic champions have successively become hot new Internet celebrities, fan traffic has soared, endorsements, income, and prizes have rolled in. But as the various rewards are exposed and the schedule ends, the discordant voices are increasing.
People are beginning to question whether it is appropriate for olympic champions to be so star-like? Should An Olympic champion value his business value?
<h1 toutiao-origin="h3" >1 How big is the money bag of an Olympic champion? </h1>
In fact, the topic of how many awards the Olympic champions have been discussed and accepted by everyone.
Take the gold medals won at the Olympic Games, in fact, unlike everyone imagines, the gold medal itself is not pure gold, and the cost of gold medal production in each Olympic Games is different. According to the regulations, the gold medal of the Olympic Games is a gold-plated silver medal with a gold plating amount of at least 6 grams of pure gold. Like the medals of the Tokyo Olympic Games, they are made of recycled and refined electronics, but in terms of materials, the gold medal is currently about 5,000 yuan.
Previously, the 2010 Vancouver East Olympic Games had the highest gold content in the previous Olympic Games, reaching 17.6-20.3 ounces; but the most exquisitely made was China's 2018 Beijing Olympic Games, which also had a piece of Hetian jade in the middle.
From this point of view, the value of olympic gold medals lies more in national honors, not to mention that national awards are also very reliable.
Awarding Olympic gold medalists has been an international practice for many years. Singapore once gave a high prize of more than 5.3 million yuan for an Olympic gold medal.
My country is no exception. In 1984, Xu Haifeng won China's first Olympic gold medal with shooting at the Los Angeles Olympics. At that time, China's gold medal award was 6,000 yuan, and Xu Haifeng, as a "special contribution athlete", also received an additional reward of 9,000 yuan, and his salary was upgraded four levels in a row, from 51.5 yuan per month to 98 yuan per month, which was already "astronomical" at that time. It can be seen that in the initial stage of the national sports industry, the significance of the Olympic gold medal.
Then, with the development of society, the rewards for medals have become higher and higher, and China's awards for gold medals were as high as 50w yuan at the 2012 London Olympics.
The national heavy gold reward is only one of them, and local governments and enterprises also attach great importance to the championship.
According to statistics, the first gold Yi Siling of the London Olympics, the national and local governments plus sponsors and hong Kong and Macao awards, a total of up to 11.27 million yuan; Tibetan mastiff Zhang Jike, in addition to the two gold medal awards of 1 million, the local government reward of 4.5 million, there are 3 million sea view rooms and Hong Kong and Macao rewards of 1.2 million, the total reward is easily approaching 10 million; badminton Olympic champion Fu Haifeng and swimming champion Sun Yang, after the London Olympic Games also received high rewards of 8.77 million and 8.7 million respectively.
At this year's Tokyo Olympic Games, Yang Qian, the winner of the women's 10-meter air rifle shooting championship, is currently known to have received a cash prize of 1 million yuan from the Foshan municipal government, and youngor Group gave her a house worth more than 3 million yuan.
Although the number is amazing, but years of hard training and competition, coupled with the honor of winning glory for the country, the Olympic champions are fully worthy of these awards, and everyone has expressed strong envy and recognition in addition to acceptance.
What are the voices of doubt aimed at?
<h1 toutiao-origin="h3" >2 Business value vs rumors</h1>
Two words: make money.
Olympic champions have always been closely linked to commercial value.
In July 1992, at the age of 14, Fu Mingxia won the gold medal in the women's 10m platform at the Barcelona Olympic Games, becoming the youngest champion in Olympic history.
She was then the first Chinese athlete to appear on the cover of Time magazine under the title "Olympic Heights – Chinese Gold Medalist Fu Mingxia.".
Then she came back to the 2000 Sydney Olympics, and the "Diving Queen" won her fourth Olympic gold medal, and the world fell for it again. She was once again on the cover of Time magazine.
The national honor and sportsmanship represented by Fu Mingxia have far exceeded the significance of world champions, and have also created a precedent for the commercial endorsement of Olympic champions. In 2001, Sprite officially announced the appointment of Fu Mingxia as a spokesperson, which received unexpected results, and since then has endorsed Amway advertising, the first mobile phone, etc., with a value of millions.
At that time, Fu Mingxia gave sponsors a new understanding of sports people. Since then, well-known Olympic champions and sports stars have begun to be favored by sponsors, such as Guo Jingjing, Tian Liang, Liu Xiang, the Chinese women's volleyball team, etc., have begun the road of endorsement.
Along the way, today's Olympic champions almost all have endorsements and commercial performance blessings, and have become idol stars sought after by the masses. While expanding the boundaries of personal value, it has also achieved the classic of business, and promoted everyone's attention to the development of sports.
According to statistics, Liu Xiang in the 11 years from 2003 to 2014, Advertising revenue has reached 535 million yuan, on the eve of the 2007 Beijing Olympic Games, Liu Xiang signed as many as 14 endorsements, the annual income reached 160 million yuan, ranking third in the celebrity list; Lin Dan won the beijing Olympic Men's Singles gold medal in 2008, so far there have been more than ten brand endorsements, the total revenue has long exceeded 100 million; Sun Yang won the gold medal in the Rio 2016 Rio Olympic Games, the annual income of mobile phones and other endorsements after the accumulation of up to 94.5 million yuan, to 2019 the commercial value is still far ahead...
However, with the arrival of scenery, money and fame, doubts, rumors and internet violence also came.
After olympic champions became stars, conflicts between endorsements and commercial activities and state arrangements became the most frequent reasons for athletes to be expelled.
In the field of diving, Tian Liang has almost won all the honors, according to media reports, the trophy alone will cost more than 70 pieces. This has also made him a high-quality national idol, and advertising endorsements continue. However, in January 2005, the Swimming Management Center of the State General Administration of Sport removed Tian Liang from the list on the grounds of participating in too many commercial activities and violating team rules and advertising endorsements.
Do you think this wave of plot is very familiar? That's right, because there are too many such examples.
Ning Zetao, who was fleeting in the hot search a few days ago, was once the idol of thousands of young girls, and the sunny teenager with the blessing of the champion strength, Ning Zetao has become synonymous with swimmers. However, in February 2017, Ning Zetao was expelled from the national team for violating team discipline on the grounds of "unwillingness to obey the national team's competition arrangements, refusal to participate in relay event qualifications, unauthorized endorsement advertising, etc."
At that time, everyone went to insult Ning Zetao and questioned him for not doing business at a young age, so that the entertainment industry and commercial value lost their way and damaged the national interests. And now the "truth" that has been pulled out has surprised everyone.
The recent post analyzed in detail the issue of Mengniu Yili's competitive endorsement, the arrangement of refusing to accept the relay, the one-year ban and other aspects, and summarized the internal management of the swimming center at the level of Ning Zetao, such as chaotic internal management, continuous competition for interests, and lagging regulations. In the "Turning Point" documentary that CCTV once filmed, there are also many coincidences.
Although I don't know whether the posts are true or not, the conflict between commercial endorsements and national interests and institutional issues has once again been put on the table. A national champion has fallen before he can reach the Olympic games.
As Ning Zetao's affairs became so popular, the topic of apologizing to Liu Xiang also dominated the screen.
That year, Liu Xiang, as a Chinese flyer, won the gold medal in the 110-meter hurdles at the Athens Olympic Games, becoming the first men's Olympic champion in Chinese athletics; however, in 2008 and 2012, Liu Xiang was injured twice, and the vicious comments also rose and fell, "A good Liu run!" "Retired due to injury, but can really act!" "Drama", "Coward".
As everyone knows, at that time, the amount of the endorsement contract signed by the Chinese Athletics Association to Liu Xiang reached 1 billion yuan, and if Liu Xiang did not participate, the Athletics Association would face three times the liquidated damages, that is, 3 billion yuan in compensation, so Liu Xiang had to participate at that time, and he could not explain.
……
At the Rio Olympic Games, Fu Yuanhui, a flood girl who was extremely popular because of her true temperament, won everyone's love by virtue of her duan hand physique, but she was out of the circle, but because she participated in programs such as "My Girl", "Daughters in Love" and other programs, she made her development biased towards entertainment, and eventually triggered extreme rejection and crusade by netizens; High jumper Zhang Guowei, although because of "The Great Escape room" and other variety shows and personal entertainment videos attracted countless fans, but also because of private participation in commercial activities, was expelled from the national team, negative voices continued.
It's hard to tell who's right and who's wrong. Because of excessive entertainment and variety, too much involvement with capital, waste of time and distraction, resulting in various mistakes in the game, the example of delaying the athlete's duty has indeed occurred, but the personal choices of sports champions also need to be respected and understood. And the balance can only be regulated and judged by the state.
After all, the life of a world champion has been seen a lot.
At the 1988 National Weightlifting Championships, Zou Chunlan broke the world record. However, she only has a third-grade primary school culture, in 2006, the media found that the weightlifting champion was bathing customers in the public bath, earning less than 500 yuan a month; the diving women's Olympic champion Sang Xue sold art to save her mother; the international marathon champion Ai Dongmei was forced to sell the 17 medals she had won for her livelihood, and even became a thief because of her lack of living ability...
Champions are also ordinary people, and they are all in the eyes of the Olympic Games, but the quadrennial Olympic games are too short to require their status to be athletes all the time.
After a short athletic career, the personal livelihood is the longest and most important arena of life.
<h1 toutiao-origin="h3">3 Sports commercialization is still on the way</h1>
The disturbance of Olympic champions around commercial value is not a big deal in foreign countries.
The most famous is the combination of Jordan and Nike. In 1984, Nike signed Michael Jordan, who was still an NBA rookie, for $2.5 million for five years. Then the brand name of "Air Jordan" came out and there was a special production line. In three years, Air Jordan reached $165 million in sales, and Nike completely turned into an industry leader.
Decades have passed, and now the crazy "fried shoes" collection is still popular, and it is still AJ.
In addition, there is the creation and success of personal brands. Sharapova launched her personal brand "Sugarpova"; Beckham stepped into many commercial categories such as sportswear, footwear, skin care products after his retirement; C Ronaldo has long launched the famous personal brand "CR7", in 2019, C Ronaldo earned 42.7 million euros through INS advertising, far exceeding the annual salary after tax of his athletes; Messi also began to enter the clothing industry in 2019, launching a personal brand of "Messi" specializing in sportswear.
For example, the NBA, the World Cup and other games of world concern, the composition of their commercial value and the degree of direct connection with the game have become a process operation, and the commercial value of athletes has also grown infinitely in the capital catalysis and hype.
However, looking at the country, there is a different scene. In addition to the disturbances of those years, before and after the 2016 Rio Olympics, China's capital also imitated the United States and tried to operate as a sports platform.
At that time, Ali Sports announced the launch of a star brokerage platform, attracting nearly 100 champions such as Du Li, Tao Luna, Jiao Liuyang and so on to join it, creating a champion school and a champion channel; Tencent Sports's "WinDe Sports" has also won agency contracts such as Sun Yang, Su Bingtian, Chinese women's volleyball team, Wu Dajing, etc., and other capitals have also followed suit.
However, blind attempts have raised various questions. Due to the lack of complete operating experience, the rhythm of the athletes was completely disrupted, the combination of championship and business ended in panic, Ning Zetao was expelled, Sun Yang, Ding Junhui was terminated, Zou Shiming, Fu Yuanhui and others frequently participated in variety shows, which led to a wide range of resistance and doubts...
The creation of sports stars and the commercialization of sports are still on the way.
< h1 toutiao-origin="h3" >4 conclusion</h1>
The Olympic Games came to an end, and China's champions, after returning home with honors, if there were no accidents, quickly threw themselves into the "busy work" of receiving advertisements and going on variety shows, which can be described as "money" immeasurable, which may also be a reward for their sweat and efforts. After all, athletes have a short career, but also suffer from injuries, physical fitness and many other reasons. The matching field, the life field after retirement, is the biggest and longest field for them.
However, the predecessors of these champions, in the commercial pits they stepped on, can they avoid?
I am afraid it is difficult, because under the national system, we can produce many champions, but these champions are basically cultivated within the national system, the intangible assets and personal brands of athletes belong to the state, the state invests so much in it, to say that the return, should also be the country to enjoy the commercial results first, personally, have to be ranked behind.
How to balance national and personal interests, in the commercial arena, the championship game has just begun.
This article originated from Grand Gateway
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