domeet webmaster

Stern also uses his vision and execution to shape a league brand that was not the first in the United States to become a world-renowned IP. Chinese fans are most familiar with the story of his waiting in the CCTV communication room in the winter and the “Yao era” that has begun since.

Stern ’s 30 years have followed the dividends of live TV, the popularity of the Internet, and globalization, but the path that seems to be taken for granted now is still thin.

Stern created “Yao Times”

Knock the Chinese market and create a legend

The story that Stern knows best about Chinese fans is a “persistent wait.”

In the China-US Sports Forum and later CCTV interviews, Stern recalled the dramatic “knock gate” of the late 1980s many times. “I went with the executive responsible for international broadcasting at the time. CCTV. Because I didn’t make an appointment, I waited in the lobby. I’m a stubborn person. I have to meet up. “

In the CCTV commentary Sun Zhengping’s memories, “At that time, in accordance with the rules of CCTV, foreigners entering the station had to obtain approval from foreign affairs departments and leaders to apply for documents. So in the transmission room at the east gate of CCTV , Mr. Stern waited for 40 minutes, and waited for the reception of Comrade Li Zhuang, who was in charge of the program at that time.

“I went to Director Li’s office, and at that time I was carrying a box of video tapes, no digitization, no DVD.” Stern recalled his observations of the early days of China’s reform and opening up, but it was difficult to hide his joy. “We only Can be squeezed into his office, a very small space, a small table. “

In this meeting, Stern made an undeniable proposal-to provide CCTV with free video games every year.

Stern said frankly, in the period after the cooperation began, although there was a little commercialization, it was extremely meager. But Stern almost used “solitary bravery” to win a national-level platform to promote the NBA outside the United States, and knocked on the door to China, which later became the second largest market in the NBA.

“At the time, I felt that TV shows around the world should open up the Chinese market. I was determined that the NBA would enter the Chinese market from the beginning.” Stern said.

Sports programs and mediaBroadcasting is a highly symbiotic relationship. The greater the amount of media exposure, the higher the commercial value of sports programs. Stern knows this.

When more new media platforms join the bidding war, NBA broadcast rights income will continue to rise.

In 2008, when the official website was signed with TOM, the contract fee proposed by the NBA was US $ 2 million per year;

In 2010, when the three-year cooperation agreement signed with Sina, the annual cost has risen to about 7 million US dollars;

In 2013, the NBA and Sina renewed their contracts. At the same time, Tencent and LeTV received broadcast rights for the game;

By 2015, when Tencent signed the NBA China exclusive network broadcasting right, the price had risen to 500 million US dollars in 5 years, and after 4 years, it was renewed at three times the price, and the cost in 5 years reached 1.5 billion US dollars.

Today, the population of the United States is about 329 million people. China has already watched more NBA programs than the total population of the United States. According to Forbes statistics, as of February 2018, the market value of NBA China was more than 4 billion US dollars (28.6 billion yuan), and the average Chinese market value of each team was more than 133 million US dollars (950 million yuan).

The sound of China ’s doors is just a microcosm of Stern ’s drive to globalize and commercialize the NBA.

In its 30 years in office, the NBA has spread to 200 countries around the world and is broadcast in 47 languages. When Stern first became president, the NBA’s revenue was $ 165 million per year. When he retired in 2013, the league’s revenue had increased to $ 5.5 billion per year. During the same period, the average annual salary of players has increased from $ 250,000 to $ 5 million, a 20-fold increase.

“You can’t be afraid to make changes.” Stern “Dare to be the first.”

Iron-fisted army, reshaping the rules of NBA games

Stern also discovered Jordan and other stars

While imagining a new market, Stern ’s primary problem at home is how to reorganize the “mess”.

In 1984, the 42-year-old Stern took over the NBA league, and his business was dismal. Seventeen of the 23 teams are on the verge of bankruptcy. Their star image is negative, and problems such as drug abuse and brawls are emerging, but their salaries are high.

Stern, who is a lawyer, introduced a “salary hat” and “luxury tax” system and ordered “drugs.”

The so-called “salary cap” refers to the average of the NBA’s total salary based on the total income of the previous year in the NBA, divided by all NBA teams. The total salary paid to a player by each team cannot exceed this number. The “luxury tax” stipulates that if the upper limit of the “salary cap” is exceeded, the team needs to submit a penalty in accordance with the excess.

The “rules of the game” drawn by Stern have prevented the big players from asking sky-high prices, and also avoided the wealthy giants from gaining competitive advantages through the offensive of gold and yuan, breaking the balance of the alliance.

In addition to making rules, Stern has “zero tolerance” for drug use. In 1996, Stern issued a prohibition order, strengthened the NBA’s regulation of players’ contraband use, and created a healthy and positive social image of the NBA.

But Stern’s term is always accompanied by “unpreparedness.”

From the NBA referee Donasi’s manipulation of the game to the start of the game, to the “Magic” Johnson announced that he was infected with HIV in the early 90s; Because of gambling disputes, guns were turned in the locker room.

Faced with the headache of “scandal headlines,” Stern recalled in an interview with the media, “It’s good to get up and do things. The alliance will always continue to develop and be sure there will always be new crises and troubles. “

Stern has his own principles in crisis public relations.

For the controversy over whether Johnson should withdraw from the team because of AIDS, Stern allowed Johnson to play and took the lead in embracing him, encouraging the latter to become an ambassador for AIDS prevention. Faced with the massacre in Auburn Hills, Stern made an unprecedented after video judgment.The severe penalty was imposed on Artest for a 73-game suspension to restore the public image of the NBA.

Stern sees himself as the league’s “guard”. The only focus is on “how to maximize the value of the asset of the league”. “Later, I recall the best moments, not Jordan’s three Points or whistle goals, but there are so many moments you need to stand up and defend the league. “

Thirty years after running the NBA League, Stern retired in 2014, handing over the baton to Xiao Hua, and himself became the driving force behind emerging sports startups.

He is a senior consultant of New York venture capital firm Greysoft, participating in project evaluation and investment decision-making, and managing personal investment fund Micromanagement Ventures Portfolio, MVP for short.

Stern remained sensitive to new things in his later years and learned to communicate with the new generation.

Stern has complained that he always encounters “discomfort” when communicating with the younger generation. The other party often does not answer the phone, as if everything has to be resolved by text message, but he still tends to meet traditionally or talk on the phone for business communication.

But Zack Weiner, the founder and overtime founder of streaming media startup Overtime, said that Stern works hard to learn the expressions of young people. For example, Stern learns to send emoticons and communicate with each other when he communicates with his text messages Illustration.

“He’s not just focused on the sports section. Often, you’ll find Stern focusing on the latest news in geopolitics, science, global business, media and communications, and future technology.” 76ers Club CEO Scott O ‘Neil) recalled Stern, saying, “Live to learn and learn. He (Stern) absorbs everything.”