Super Bowl Domination

Chapter 912 Brand Image
Seven million per year, for a ten-year contract, that's a contract worth 70 million dollars.

Worth a fortune.

Donald also thought so. The initial offer from NetJets was US$5 million per year, which was already very sincere. Through negotiations and consultations, Donald finally succeeded in convincing NetJets that Levi's future was worth investing in and offered Levi one of the industry's top endorsement contracts.

In comparison, the blockbuster contract signed between Nike and Levi in ​​2017, worth $ million per year for five years, suddenly pales in comparison.

Nike's real strength lies in its boldness and bravery. On the one hand, it distributes dividends, and on the other hand, it seizes the opportunity of Levi's sudden emergence to sign the contract first. That move is an important strategy to surpass competitors in a revolutionary way. For airlines like NetJets that have waited until now to sign the contract, the situation is completely different.

Of course, Donald thought Levi didn't need to know these details, so he focused on the key points.

"Their attitude is that they want high quality, stability and long-term success. They don't want to change spokespeople frequently, so they will stick with one after careful selection."

“I am personally quite satisfied with this contract.”

“The price is one thing, but the most important thing is their brand image.”

"Generally speaking, football is easily associated with strength, impact, etc., and running backs are even more so. Therefore, the brands that want you to endorse are often similar products with relatively low-end positioning and mainly blue-collar workers."

"But the problem is that this type of product has no problem finding professional athletes from other sports such as boxing, fighting, ice hockey, basketball, etc. The field is very crowded, and it is not easy for the brand characteristics of the spokesperson to stand out."

Although Levi majored in journalism, he was not completely ignorant of advertising and marketing.

After Donald's words came out, Levi immediately had an association in his mind, "What is the main product endorsed by running backs in the league now? Land Rover?"

Donald's face was serious, "Land Rover? You are overestimating the status of running back."

“Mainly sports brands like Nike and Adidas.”

"You mean, minus the sports brands?" Donald noticed Levi's gaze and thought about it seriously. "I still need to investigate further, but if I remember correctly, there are only two running backs in the league who endorse non-sports brands."

"One is Barkley of the New York Giants, who signed short-term endorsement contracts with Dunkin' Donuts, Pepsi, and Campbell's Soup."

"The other one is..."

Donald looked at Levi with a calm expression.

Levi raised his eyebrows slightly, "All of them are food?"

This is really interesting——

How to build a brand image for a public figure is a science.

Simply put, the category of the endorsed product, the brand positioning of the endorsed product itself, and the target audience of the endorsed product itself are all closely related.

Currently, the running backs in the league, besides sports brands, are also associated with food; and even for food, only Barkley is the one who endorses it, and those are donuts, cola and condensed soup packets.

Positioning, at a glance:
fast food.

Disposable consumables.

Invisibly, the market situation and the league's positioning coincide with each other and complement each other, which also shows the current dilemma of the running back's overall momentum.

It is in this context that the role played by Levi is particularly important - Levi is a breakthrough.

Regardless of whether the sponsors are attracted by the Asian market or by the breath of fresh air that Levi represents, as long as Levi can break through barriers and get rid of constraints, other running backs will be able to change the market situation and win more opportunities.

More importantly, the products that Levi signed to endorse are not "disposable products". The pattern that Donald has spent a lot of patience and effort to build has finally taken shape. Now Levi's image among brand sponsors and the general public is reversing the stereotype of running backs, which is an important turning point for future layout.

No wonder Donald was so excited about NetJets' olive branch. It even felt more special than a simple brand sponsorship.

Also, it is worth noting that airlines such as Emirates, Qatar Airways, British Airways, Virgin Atlantic and others also sponsor sports events, but they sponsor the teams, not individual players.

For example, Delta Airlines sponsors the U.S. Open, the Los Angeles Lakers, the New York Knicks, the New York Yankees, and the Atlanta Falcons, among other players.

Now, NetJets is preparing to cooperate with Levi personally, and has spotted Levi's potential among more than 2,000 rugby players.

This is undoubtedly a special treat.

Levi showed a thoughtful expression, then looked at Donald, "So, this means that I can take a private jet whenever I travel in the future?"

Donald blinked, "Of course." After a pause, "Levi, if you want, you can now buy a private jet yourself."

Levi waved his hands repeatedly, "It's too early now. After all, my salary is still at the rookie level, and the maintenance cost is too high; besides, my mother will nag me."

It seems that the second half is the real reason.

Donald smiled. He understood completely. "I flew to Kansas City this time on NetJets' business jet. Their VIP service is considerate and attentive. If you are interested, you can try it yourself."

Levi couldn't help rubbing his hands——

It's truly a whole new world.

Now, let’s look at Levi’s endorsements: Nike, Pepsi, Gillette, Rolex, and Lippi.

An image that is dignified, timeless, gentlemanly and fashionable has quietly emerged on paper. This is also the goal that Donald has been planning and laying out since his NCAA period. It is even more vivid and three-dimensional than Brady's image, and it seems that the brand value focused on Levi's has been initially created.

Take your time, but sharpening the knife does not delay the chopping of wood. Once the foundation is successfully laid, a whole new world will lie before your eyes.

NetJets is just the first big news, and the good news that Donald brought this time is far more than that.

Mercedes-Benz is a well-known top car brand. They have always had a close connection with football and have sponsored multiple stadiums. The Mercedes-Benz Dome, the venue for this year's Super Bowl, is the most direct example. They are aware of the driving force of football on car sales.

So, it's not surprising that Mercedes-Benz saw Levi; what is surprising is that they invited Levi to be the exclusive spokesperson for their luxury car series.

Of course, the prerequisite is that Levi, as the overall brand spokesperson, signs an exclusive agreement with Mercedes-Benz. In the future, Levi must ride in Mercedes-Benz cars when going in and out; but Mercedes-Benz hopes that Levi can enhance the brand image of its luxury cars.

This is the most rare thing.

Mercedes-Benz offered a five-year contract worth six million dollars a year; in addition, it provided Levi with a brand new luxury car every six months, ensuring that whenever Levi appeared in public, his car would always be a brand new, high-end luxury car.

It can be seen at this point that Mercedes-Benz is not only optimistic about Levi, but also ambitious. Levi is an important part of their next promotion plan.

(End of this chapter)