Chapter 1 2016 European Cup

The three major sporting goods companies were locked in a fierce battle.

Nike dominated the charts.

With Portugal's一路凯歌 (yilukai'ge, triumphant march), the collaboration between Cristiano Ronaldo and a young soccer player, "Soul Exchange," quickly exploded worldwide due to its interesting concept and inspiring plot.

Puma was having a rough time.

In the match between Switzerland and France, their sponsored jerseys were torn five times.

Adidas wasn't doing much better.

Their soccer ball, "Beaujeu" (Wings of France), was kicked and burst by the Swiss powerhouse, Behrami, during the group stage.

However, the rolling fence advertisements in each game made a certain Asian brand go completely crazy.

"Hisense, ChinA's no.1 tv BrAnd."

According to relevant data, billions of people around the world recognized this Asian brand, not to mention the "long tail" effect of increased exposure; the advertising value was immeasurable.

On the other side, in the beverage marketing war.

Coca-Cola once again easily crushed Pepsi.

In addition to providing free ecological refrigerators and Wi-Fi, they also developed a mobile app that allowed fans to purchase drinks through their phones during live games. After successful payment, the drinks would be delivered to the fans' seats.

This European Cup was not only a feast for fans but also a marketing war without gunpowder.

...

Île de Ré, France.

Wexler, the marketing director of Adidas, led a production team and a group of staff to the Spanish national team's training base.

"If Messi and Suarez could play in the European Cup... we would break the sales record set by the 2014 World Cup!"

"Mr. Wexler, we're already close to breaking it. The popularity of this European Cup is beyond imagination!"

"Don't just focus on year-on-year comparisons; look at sequential growth."

"God, why can't Spain and Germany meet in the final?"

Adidas is the jersey sponsor for both the Spanish and German teams.

Nike is the jersey sponsor for France and Portugal.

Based on the current upper and lower bracket divisions, Nike has temporarily won.

The jersey of the winning team has extremely terrifying sales worldwide.

After a long while.

The on-site studio was set up.

The Spanish soccer stars arrived one after another.

Wexler kept smiling, greeting everyone warmly.

Especially Diego Costa, who was Adidas's number one striker in this European Cup.

The other stars responded with equal enthusiasm, even though they didn't have endorsement deals with Adidas yet. Who knew if they might switch allegiances someday?

For example, Messi switched from Nike to Adidas in the past.

Suddenly.

Wexler saw a figure he had been dreaming of.

Li Kang!

The European super-new star that global sports brands had been pursuing for so long!

If it weren't for that hateful Voller's outrageous asking price...

The Adidas executive immediately gave up taking a photo with De Gea and rushed over excitedly.

"Li, it's a pleasure to meet you. You're even more charming than on the big screen!"

"We contacted your agent..."

Wexler wanted to continue, but when he saw Li Kang's shoes, he was stunned.

What German small brand was that?

Leverkusen's local sponsor?

Li Kang responded politely.

He hadn't signed with any sports brand yet; he was just used to wearing the club's shoes during training.

...

The filming content was simple.

Only an hour later, Li Kang left the studio with his teammates.

Wexler wanted to say something, but he quickly realized that the timing wasn't right.

"Damn it, weren't you supposed to contact his agent?"

"We contacted them, but the endorsement and sponsorship fees they quoted were too high... 2 million euros more than Pogba every year! And they're unwilling to sign a ten-year contract. The Asian market? We've sponsored the Chinese national team with a billion yuan over the past twelve years... but the market conversion rate in Asia..."

"Mr. Wexler, you have to stay calm. Investment requires rationality! We must wait for the results of professional market research. Maybe Spain will be sent home by Germany."

"We are a German brand and can't be exposed for signing a sky-high contract with the opposing team's player before the game."

Wexler wanted to refute, but he couldn't find any reason.

...

A small white hotel in town.

The young assistant lay on a wicker chair, sipping a soda and enjoying the sea breeze.

He had gained several pounds recently.

Life on Île de Ré was too comfortable.

As Li Kang's agent, the workload wasn't too high.

Voller's strategic advice was simple: discuss all advertising endorsements after Li finished the European Cup.

"Boss, I've booked the tickets. Are you guys really not coming to watch the game live? It's a peak showdown comparable to the European Cup final!"

"The seats are in the Spanish team's stand, of course... no, we're Germans."

"It's okay; I can make a profit by reselling the tickets."

After hanging up the phone.

The young assistant shook his head vigorously. Subconsciously, he believed that Li Kang could definitely advance, but the other side was Germany.

As a West German, he felt conflicted at this moment.

Due to historical reasons, the new generation of Germans subconsciously avoids the word "**" (implied nationalism).

But as German soccer was showered with honors in international competitions, the most primitive and simple emotions deep inside people were unknowingly awakened.

Damn soccer, how could it possess such magic?

....

That night.

Li Kang received a message from Claudia.

They rarely contacted each other online.

The message was simple, just asking how he was doing and inquiring about the local customs of Île de Ré.

He quickly took photos of the small handicrafts he bought locally and sent them over.

Despite being thousands of miles apart.

He could still feel her smile.

With Li Kang's outstanding performance in the European Cup, Veltins was unable to support the high renewal fees for endorsements. The investment in advertising funds couldn't violate market rules.

The former Leverkusen genius was walking out of North Rhine-Westphalia and was about to become the hottest super-new star.

The chances of them meeting in the future might become less and less.

After the transfer was completed in the new season, with the support of the team's overall strength, Li Kang might not even find a reason to "recharge."

Meeting doesn't need a reason.

Not meeting needs even less of a reason.

He would go to a new environment, encounter new things, and meet new girls.

Time is like sand; no matter how wonderful a person is, they will eventually become a passerby...

Unfortunately, she wasn't a benevolent person.

'Will you still come back to North Rhine-Westphalia to see me?'

'Yes.'

Li Kang subconsciously touched his temple, vaguely recalling the gun muzzle under the night of the ancient town.

......

Catalonia Television.

Enrique once again became a special guest.

The Barca coach looked exhausted.

"That's right, Mr. Bosque completed the reform of the Spanish national team."

"The path I pursue is consistent with his."

"The results Spain has achieved in this European Cup confirm my guess: the tiki-taka era is over."

"This summer window, Barca will invest close to 200 million euros in transfer funds! We will complete the overall renewal of the team."

"Li is a very excellent midfield star, but he is not irreplaceable for Barca."

"Germany is the real test that Spain must face. Ter Stegen is no worse than Neuer; he just doesn't have the opportunity to play."

"Yes, Barca has many excellent players."

"La Masia's number 4 position? Mr. Cruyff left Barca with a valuable legacy. With the development of the times, this legacy is in the tide of soccer reform..."

Enrique got carried away and almost didn't stop in time.

It's okay.

Germany is a very strong opponent.

As for praising Ter Stegen? He didn't have to take any responsibility at all.

Anyway, as long as Neuer was there, the Barca goalkeeper had no chance to play.

....

The German team's residence.

Löw was very worried.

Neuer's sphincter muscle was injured and he couldn't play in the match against Spain.

The German team brought only three goalkeepers to this European Cup.

Assistant coach Sorg comforted him:

"Boss, Ter Stegen is in very good form."

"That kid Neuer has had his goal broken by Li several times. Ter Stegen won't be threatened too much under the protection of Boateng and Hummels."

"His ability to play the ball out is much stronger than Leno's."

In the training field not far away.

Leno spread his hands: "Li's shooting angle distribution in the last season? The coaching staff gave the statistics a long time ago. Go find the goalkeeping coach; don't bother me. I really don't know his shooting habits!"

He really didn't know.

He even thought that Li Kang himself didn't know his shooting habits.

Ter Stegen said angrily: "We are a team; you shouldn't show this attitude."

Some German media joked that if there was no Neuer in the world, Ter Stegen and Leno would be the new generation of "Kahn" and "Lehmann."

The two also avoided talking about each other in public interviews.

Boateng quickly pulled the Barca goalkeeper away.

"Okay, okay! You two stop arguing. Li is a midfielder; why treat him like a striker and study him?"

"He rarely acts as a finisher in the national team."

"You have to respect Leno; he is the only goalkeeper in the German team who has not been scored on by Li."