Chapter 912: 911 brand image

Seven million per year, signed for ten years, that’s a contract worth seventy million US dollars–

A significant value.

Donald thought so too. Initially, Net-Jet’s offer was five million US dollars annually, which was already quite sincere; through negotiation and discussion, Donald ultimately convinced Net-Jet that Li Wei’s future was worth investing in, securing for Li Wei an industry-leading endorsement contract.

By comparison, in 2017, Nike’s blockbuster contract with Li Wei–“three and a half million US dollars per year, for five years”–suddenly paled in comparison.

Nike’s true strength lies in its decisiveness and vision, capturing Li Wei’s meteoric rise and signing him ahead of competitors, which proved to be a groundbreaking strategy. Net-Jet, on the other hand, sealed the deal only now, when the market situation had completely changed.

Of course, Donald felt these details weren’t necessary for Li Wei to be aware of; he preferred to focus on the essentials.

“Their approach emphasizes quality, stability, and longevity. They don’t want to change endorsers frequently; after carefully selecting, they commit to one thoroughly.”

“Personally, I’m quite satisfied with this contract.”

“The offer is part of it, but the most important aspect is their brand image.”

“Generally speaking, football tends to be associated with power, impact, and similar attributes. For running backs especially, this means the brands seeking endorsements are often low-tier products targeting primarily blue-collar demographics.”

“The issue is, such products could just as easily enlist professional athletes from boxing, wrestling, ice hockey, basketball, and other fields. The landscape is crowded, and the endorsers’ brand value struggles to stand out.”

Although Li Wei graduated with a degree in journalism, he wasn’t entirely uninformed about advertising and marketing.

When Donald spoke, Li Wei’s mind immediately connected some dots. “So what’s the main type of product running backs in the league endorse right now? Land Rover?”

Donald looked solemn. “Land Rover? You’re overestimating the standing of running backs.”

“Primarily brands like Nike and Adidas.”

“Are you saying, aside from sports brands?” Li Wei caught Donald’s gaze. Donald thought for a moment. “I need to do further research, but if I recall correctly, presently in the league, there are only two running backs endorsing non-sports brands.”

“One is New York Giants’ Barkley, who has short-term endorsement deals with Dunkin’ Donuts, Pepsi, and Campbell Soup.”

“The other is…”

Donald looked at Li Wei, his expression calm.

Li Wei raised an eyebrow slightly. “All food-related?”

This was truly intriguing–

How to build a public persona’s brand image had always been an art.

Put simply, the category of the endorsed product, the brand positioning of the product itself, and the target audience of the product all interrelate.

Currently, running backs in the league endorse products that are either sports-related or food-related; and even among food-related endorsements, only Barkley had deals, which were for donuts, soda, and condensed soup.

The positioning was crystal clear:

Fast food.

Disposable consumer goods.

Unwittingly, the market realities and the league’s demographic positioning reinforce each other, clearly reflecting the challenges running backs face in gaining broader recognition.

This is precisely why Li Wei’s role is particularly significant–

Li Wei represents a breakthrough.

Regardless of whether sponsors were drawn by the Asian market or by the unique aura Li Wei projected, as long as Li Wei could break through the barriers and free himself from limitations, other running backs would stand a chance to transform the market landscape and unlock more opportunities.

More importantly, Li Wei’s endorsement products weren’t “disposable items.” Thanks to Donald’s patience and meticulous strategic planning, a new framework was fully taking shape. Li Wei’s image in the brand sponsorship world and among the broader public was reshaping the stereotype of running backs, marking a critical turning point for future development.

No wonder Donald, upon receiving the olive branch from Net-Jet, was unusually excited. More than a simple brand endorsement, it carried a deeper significance.

Moreover, it’s worth noting that Emirates Airline, Qatar Airways, British Airways, Virgin Atlantic, and similar companies sponsor sports events, but mostly teams rather than individual athletes.

For example, Delta Airline sponsors events like the US Open, teams like the Los Angeles Lakers, New York Knicks, New York Yankees, and Atlanta Falcons.

Now, Net-Jet was willing to collaborate with Li Wei individually, spotting potential among more than two thousand football players to single him out as an exceptional talent.

This was undoubtedly a special privilege.

Li Wei’s expression grew thoughtful, then he turned to Donald. “So does this mean I’ll travel on private jets in the future?”

Donald blinked, “Of course.” He paused briefly. “Li Wei, if you’re willing, you could buy your own private jet now.”

Li Wei waved his hands. “That’s too early. After all, my salary is still rookie-level; maintenance costs would be too high. Plus, my mom would nag me about it.”

It seemed the latter part was the real reason.

A slight smile flickered in Donald’s eyes; he completely understood. “I flew into Kansas City this time using Net-Jet’s corporate jet. Their VIP services are outstanding. If you’re interested, you could try it out yourself.”

Li Wei rubbed his hands together–

It truly was a whole new world.

At this moment, looking at Li Wei’s existing endorsements: Nike. Pepsi. Gillette. Rolex. Net-Jet.

A sophisticated yet timeless, gentlemanly yet stylish persona had already begun to take shape, showcasing the brand value Donald had envisioned and cultivated since Li Wei’s NCAA days. This image, even more distinct and layered than Brady’s, had preliminarily formed into a unique branding orbit entirely dedicated to Li Wei.

Steady and deliberate, but never idle; with the foundation solidly set, the gateway to an entirely new world lay ahead.

Net-Jet was merely the first major step; the good news Donald brought with him extended far beyond that.

Mercedes-Benz, the globally renowned luxury car brand, has historically maintained close ties with football, sponsoring multiple stadiums, including this year’s Super Bowl venue, Mercedes-Benz Dome. They deeply understand football’s ability to drive car sales.

Thus, Mercedes-Benz’s interest in Li Wei came as no surprise. What stood out was their offer for Li Wei to become the exclusive spokesperson for their high-end sedan series.

Of course, the prerequisite was for Li Wei to become the brand’s overall ambassador, signing an exclusive agreement with Mercedes-Benz, wherein Li Wei would only use Mercedes-Benz vehicles for his public appearances. Additionally, Mercedes-Benz hoped Li Wei could elevate the image of their premium sedan series.

This was truly rare.

Mercedes-Benz proposed a contract worth six million US dollars annually, signed for five years. Moreover, every six months, they would provide Li Wei with a brand-new premium sedan, ensuring that whenever Li Wei appeared in public, his car would always be fresh, high-end, and luxurious.

It was evident from this offer that Mercedes-Benz not only believed in Li Wei but also carried considerable ambition in seeing him as a crucial component of their upcoming promotional strategy.