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NBA大牌中国淘金进展:想打短工?没门!

Eli Epstein 2011年08月19日

据报道,山西男篮已经与科比就加盟一事达成协议,只等中国篮协点头。随着NBA停摆持续,很多球员(和球迷)都期待这些NBA球星到中国一试身手。但是中国篮球的管理部门很可能会婉言谢绝,从而蒙受损失。

    数周以来,所有NBA粉丝们耳中都充斥着这样的消息:科比•布莱恩特、德怀恩•韦德、卡梅罗•安东尼和克里斯•保罗都准备来中国打球。吸引他们的是昂贵的合同、轻松的工作环境和尚未开发但充满机遇的中国服饰市场。

    但是在周四,这些传闻可能就会不攻自破。当天,中国篮协(the Chinese Basketball Association)的上级部门可能将宣布禁止中国球队与NBA球员签订跳出合同条款——该条款允许这些球员在NBA停摆结束时马上离开中国。

    如果该消息属实,不必再指望有球员迅速和中国的球队签订合同。没错,这些球员都想打球,也愿意到中国来参加比赛,但如果谈判在最后关头逆转,NBA赛季得以恢复,但是这些球员却因签订合同而未能回到美国的话,这是他们不愿意看到的。

    过去几个星期,看起来似乎NBA的头牌们都有机会把自己的明星魅力带到东方,就像史蒂芬•马布里那样。很多人也将因为他们的到来而赚得盆满钵满。但是现在,如果这个美好的愿望不能实现,哪些人将错失那些潜在的利益?他们的损失有多大?

    一方面是那些著名的NBA球员,他们本来有望获得百万美元月薪的合同,以及一旦NBA停摆结束就离开中国的跳出条款,更重要的是有机会在一个人口接近13亿、篮球迷达3.3亿的国家树立自己的品牌。曾有消息称,NBA超级巨星韦德将与CBA球队浙江广厦雄狮签订一份月薪200万美元的合同,保罗和安东尼也同样被这种到中国“打短工”的机会吸引。

    市场调查公司Networked Insights首席执行官丹•内尼称:“这些球员本来有机会与很多中国的品牌实现跨界合作,而不仅只是体育品牌。”该公司专门利用社交数据以发掘潮流趋势,从而帮助提高市场营销和广告机会。内尼指出:“他们本来可以来中国打短工,品牌在这个国家拥有巨大的商机,而且整个零售行业市场就摆在他们面前。”

    For weeks it was all NBA fans heard: Kobe Bryant, Dwayne Wade, Carmelo Anthony, and Chris Paul are all headed for China, lured by lucrative contracts, cushy accommodations, and an untapped, outrageously accessible Chinese apparel market.

    But on Thursday, the rumors are expected to meet a swift death. That's the day governing bodies of the Chinese Basketball Association (CBA) will likely decide to bar Chinese teams from granting opt-out contract clauses to NBA players -- ejector seats that would allow players to leave China on a moment's notice if the NBA lockout were to be lifted.

    If that happens, don't expect players to be in any hurry to sign papers. Yes, these guys want to play basketball, and they're willing to go to China to do it, but not if it means they might end up missing out when the season back in the States gets a last-minute rescue.

    For a few weeks there, it seemed as if NBA icons would have a huge opportunity to export their star-power eastward, a la Stephon Marbury, and that many pockets would fatten from the influx. But now, if it doesn't happen, who will miss out on the potential benefits, and how much will they lose?

    For one, the players were promised million-dollar-per-month contracts with navigable out-clauses if the NBA lockout were to end, and more importantly, the opportunity to build their brand in a country of nearly 1.3 billion people, 330 million of whom play basketball. NBA superstar Dwayne Wade was linked to a $2 million-per-month deal with the Zhejiang Guangsha Lions of the CBA, and Chris Paul and Carmelo Anthony were similarly enticed by the opportunity to "double dip" in China.

    "They'd be able to cut across many brands in China, not just sports brands," says Dan Neely, CEO of Networked Insights, a firm that uses social data to uncover trends that increase marketing and advertising opportunities. "They'd be able to double dip in China where brands have huge opportunities and where they have the whole retail sector in front of them."

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