Reporter Wang Wei reports On February 22, the China Football Professional League Federation (CFA) held a business cooperation conference in Shanghai and reached cooperation with a number of industry leaders at home and abroad, marking that the Chinese Football Professional League has entered a new stage of marketization and professional development.

Li Kemin, chairman of the Chinese Football Federation, put forward the original intention of the "four services" of the Chinese Football Federation at the press conference: that is, to serve the league, to serve the club, to serve the fans, and to serve the sponsors. Build a high-quality business ecosystem of "service-feed-win", and promote the comprehensive progress of professional leagues in the fields of competitive level, commercial value, and social responsibility. Yang Xu, vice chairman of the Chinese Football Federation, put forward the concept of building a professional football product brand, he said: "As long as the builders of the stage of the Chinese Football Professional League, the performers and the creators of the atmosphere have the brand concept in their hearts, have a sense of ownership, focus on pure football, and work together to create this product, they will be successful!" ”

The business partners released by the China Football Federation cover core areas such as FMCG industry, sports equipment, media communication, AI technology, energy industry, digital entertainment, financial services, etc., and strive to build a three-dimensional cooperation matrix of "event operation + industry empowerment" of the China Football Professional League. First of all, it has achieved a leap in brand renewal, professional protection, and league value. China Resources Beverage is the title of the Chinese Super League, China League A and China B League, and the China Football Professional League has achieved a unified title sponsor for the first time. Nike Sports continues to provide professional sports products and services that meet the needs of professional leagues and improve the competitive performance of professional leagues.

Li Kemin said: "In the 2025 season, we will sign strategic agreements or cooperation intentions with strategic partners and several important enterprises and institutions for the first time, such as Lenovo Group, CCTV Sports Channel, Bank of China, etc., to provide technology empowerment, financial services, media publicity for the development of professional leagues, expand the influence of the event, build a full-stack AI league command center, AI smart stadium, and create a smart league." ”

Li Kemin said: "The revitalization of the league requires long-term persistence, but also needs the same frequency resonance from all walks of life. We are well aware that only by building the league into a comprehensive platform that integrates sports competition, cultural communication, industrial economy and healthy development can we achieve the goal of multi-party integration and common progress. The Chinese Football Federation will adhere to the original intention of serving the league, clubs, fans and sponsors, and promote the comprehensive progress of the league in the fields of competitive level, business cooperation and social responsibility with a more open pattern and more pragmatic actions. ”

Yang Xu, vice president of the Chinese Football Federation, shared a set of data for the 2024 season of the Chinese Football Professional League, including the average attendance of Beijing Guoan and Dalian InBev's home games exceeding 40,000 per game, and the opening of seven professional football stadiums in 2024. He said that these data are evaluated by the public as the number one traffic in Asia. In the face of these data, what should the Chinese professional league do in 2025? In Yang Xu's view, it is necessary to do a good job in branding, "When the Chinese Football Federation was established on January 23, we were brewing the word brand. I summarized the seven words of the brand concept. ”

Yang Xu said that the first word is brand concept. "We produce professional football products, and if we condense professional football into a game or a performance, this product is produced by three types of people: the stage builders, the performers on the stage and the atmosphere builders around the stage. The builders are mainly the Chinese Football Federation and professional football clubs, the performers are mainly athletes and coaches, and there are many atmosphere creators, the most important of which are fans. If these three types of people have a brand concept in their hearts, work together to create a brand product, have a sense of ownership, focus on pure football, and work together to create this product, they will definitely succeed. ”

The second word is brand positioning. If professional football is regarded as a public good, and in the process of production, there is the support of governments at all levels, the input of enterprises, the support of market resources, and the enthusiasm of the people, then the positioning of this product should meet the guidance of the government, the positioning of the market and the needs of the people.

The third word is brand management. "The builder of the stage thinks about how to make the performers of the stage play better; The performer sees the opponent not as an enemy, but as a partner in a cooperative performance; The fans in the north and south stands are not hostile sides, but work together to create an atmosphere full of love and passion. Many parties participate in the production of this product, if the mind goes together, if there is a sense of self-management, then the brand is not short of management. ”

The fourth word is brand image. "The positioning direction of the brand image of the Chinese Football Federation is: fair, safe, clean, stable and orderly. As long as everyone works together, I believe that the Chinese Football Professional League will become what everyone wants. ”

The fifth word is the negative list. "Now Chinese football is going through a transformation from chaos to rule and towards revitalization and development. It can be said that Chinese football has now reached a new stage of revitalization and development. In 2025, we will fully control the negative list, and the commitment letter signed by professional football practitioners this year is different from that of previous years, in addition to the commitment to the game, as a public figure, you must promise how to manage your life outside the field, and also promise how to do a good job as a public figure online, which are the contents of the self-discipline commitment letter that we require. And to sign it is to follow. ”

The sixth word is brand value. "In the past few years, we have not controlled the negative list, and the brand value of professional football is at the lowest, and then if we achieve negative zero, the brand value of our professional football will reach the highest. The Chinese Football Federation will burn the first fire, and the performers of professional football will take the initiative to act, and this time next year, we will take a look at the height of the brand value of Chinese professional football. ”

The seventh word is brand collaboration. "Today is the 30th day of the establishment of the Chinese Football Federation, and the five major European leagues have extended olive branches to us, and I accompanied the president to communicate with them with a feeling that they all know who will be the number one in the world. Today's China is moving to the center of the world stage, and in this great era, we are sitting together, and entrepreneurs are optimistic about the development trend of China's professional football, and they are very strategic. ”

After explaining the seven key words, Yang Xu issued an invitation to all walks of life, "The Chinese Football Federation is establishing a brand committee, public goods need the support of the whole society, and we will work together to create it, I am here to invite you to join the brand committee of the China Football Professional League Federation, and participate in the construction of professional football brands, from brand design, brand production, brand culture, brand story, brand story to brand supervision, the whole chain participates in the management of the brand, with the direct participation of the elites, the people of the whole country are assured." ”