Sohu IT News (Text/Huang Shunfang) On July 6, Sohu IT learned through relevant channels that the signing fee for the world famous star Ronaldinho (Ronaldinho, the same below) to endorse Lenovo's global brand image was as high as 1 million yuan. There is a view in the industry that the expected effect of Lenovo's huge advertising may be greatly reduced by Ronaldinho's defeat in the World Cup in Germany.
The endorsement fee is as high as 1 million yuan. Lenovo is not sure
According to the contract provided by the source, Ronaldinho's endorsement activity started in April 26 and lasted for one year, of which the endorsement fee was 1 million yuan in the first half of the year, and whether to renew the contract in the second half will be decided according to the actual situation of both parties.
It was also revealed that Lenovo did not pay for the endorsement fee of 1 million yuan alone. Its upstream manufacturers, Microsoft and Intel, all participated in the advertising support work of this image endorsement, and the expenses paid by the two companies were not less than 5 million yuan.
Zhu Guang, spokesman of Lenovo Group, was undecided about the endorsement fee of 1 million yuan and whether Microsoft and Intel were involved.
Signing Ronaldinho Lenovo's brand promotion and performance sales exceeded expectations
Lenovo signed Ronaldinho in April, mainly to enhance the global brand with Ronaldinho's global popularity and popularity. According to Zhu Guang, according to the global sales performance in the latest quarter, the purpose of boosting sales has been achieved, and the global popularity of Lenovo brand has also been greatly improved.
"Since signing Ronaldinho, Lenovo's brand image in the world has improved a lot, which has also greatly helped our global sales. Especially in the China market, the sales performance has improved remarkably. In general, signing Ronaldinho has far exceeded our original expectations. " Zhu Guang said.
As for the specific sales performance data, Zhu Guang cannot disclose it on the grounds of trade secrets.
Ronaldinho's defeat in the World Cup has little impact on Lenovo's product promotion
As a world-famous star, Ronaldinho naturally has high hopes for him, whether he is a fan or a sponsor. However, Ronaldinho's defeat in the World Cup in Germany made people worry that Lenovo's money was "wasted".
Zhu Guang said that Ronaldinho's defeat will not have much impact on Lenovo's brand promotion.
He said: "Our original product promotion plan mainly focused on before and during the World Cup. Now, we are following the established pace. The loss of Ronaldinho's World Cup will not have much impact on Lenovo's brand promotion and sales performance. "
As for the possibility of Lenovo renewing Ronaldinho in the second half of the year, Zhu Guang said it needs to be decided according to the actual business situation.