In the face of heavy difficulties, the National Football Association and the CFF preparatory group launched the salon arrears settlement and penalty blueprint, however, how to realize normal operation and repayment of arrears in 2022 on the basis of this, as if a boulder pressed in the heart of the arrears salon. Despite the call for equity restructuring, even though Cangzhou Lions and Henan Songshan Longmen have completed the share reform, the progress has not been as smooth as expected. At this moment, the salons urgently need to explore new ways of profitability in the field of business, "at least not to let the earnings of 2021 fall again."
In the past, the financial resources of the Chinese Super League salons mainly came from the dividends at the end of the season. At its peak, the rights to the Chinese Super League were sold for five years at an astronomical price of 8 billion dollars, and the salon's annual dividend income was once as high as 60 or 70 million dollars. Although at the time it still did not seem to be enough to solve the urgent need, but now it has become a life-saving straw. However, in 2020, the average seasonal dividend distributed to the salon by the Premier League company was only 7 million, only one-tenth of the previous year's. Last season, this figure dropped even further. And last season, that figure dropped to just a few million. The drastic shrinkage of major revenues has forced some small and medium-sized salons to rely on the support of their parent companies to maintain operations, which has led to a variety of unpaid wages.
One of the main reasons for the continued shrinkage of the Super League dividend in 2021 is the frequent schedule changes. In order to make way for the Top 12, the original 30-round Super League schedule was rushed to a conclusion after only 22 rounds, which inevitably dampened the enthusiasm of sponsors. For individual salons, the reduction from 30 rounds to 22 rounds means eight fewer exposure opportunities for sponsors. As we all know, the Chinese Super League has adopted the match system in the past two years, which makes it difficult for salons to organize offline business, fan activities and public welfare activities, and exposing training is even more out of reach. As a result, the exposure opportunities for salon sponsors are mainly focused on the stadium billboards, and the fact that there are 8 less exposures than originally planned will undoubtedly affect the sponsors' enthusiasm for investing, and even cause them to no longer consider cooperation in 2022, which is undoubtedly a fatal blow to many small and medium-sized salons. Therefore, whether the new season of the Super League organization can play a full 34 rounds is even more urgent than the restoration of home and away.
Another reason for the demand to play a full double round robin and the firm resistance to a single round robin lies in the allocation of billboards at the stadium. Despite the adoption of the match system in the past two years, the allocation of billboards in the Chinese Super League single match is still categorized by the home team, the visiting team and the league official. Relatively speaking, the official sponsors of the Super League in a better position, in the LED display screen roll longer, then the home team, the away team is the most back. But if you can't complete the double round robin, the salon as the away team will lose a lot. Of course, in the view of some small and medium-sized salons, the biggest exposure of salon sponsors is still the television broadcast, especially the CCTV. Although some online video platforms and sports APPs have also joined the fight for rights in recent years, the attraction for local sponsors is really limited. "Many business executives still only recognize CCTV, but if the league shrinks are not enough to play rounds, the number of live broadcasts will naturally have a decline in advertising output, not to mention the salon's open source for the coming year will also be affected." A northern salon executives told reporters.
Of course, in the view of the preparatory group of the National Football Association and the Chinese Football League, how to enhance the value of copyright is the core area of the fight for salvation.2021, the video rights of the Chinese Super League completed the distribution, from one to two. According to the relevant person in charge, the copyright of the new season is expected to increase by another 1-2, and increase cooperation in content output. It is understood that in this week, the Chinese Super League company will also allocate a few million copyright dividends, "although it may be just a drop in the bucket, but for the daily operation of some salons, it can still play some help."
In addition to the two points mentioned above, there is a plan to save the market by reinstating home and away games. Since the tournament system, offline business and fan events have ceased to exist for many salons, and with ticket revenues going to zero, this has had a huge impact on their own marketing. And with Beijing, Tianjin, Shanghai and Chengdu already starting to build new stadiums for the 2023 Asian Cup, the market should be booming. On this issue, some small salons envy Wuhan and Hangzhou the opportunity to host the first phase of the new season, "If they can host it at home, they have the opportunity to try offline, and they are in a position to fight for open source. What about us? What about business development this year? I'm afraid we still have to rely on blood transfusions from the parent company to maintain the most basic operations ......"
