2011年 06月 07日 09:06
李娜法网封后 代言身价大涨
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中国欢庆李娜夺得法网女单冠军之际，下一个问题是李娜以及全球的诸多大品牌将如何乘机利用她的知名度赚钱。她会成为哪些品牌的代言人？如何通过她进行营销？谁将为她的代言支付高额的代言费？
法网公开赛上身穿耐克T恤的李娜团队。
无论哪个品牌赢得她的芳心，都可能很快行动起来。想想这个：1月份在澳网决赛中失利后仅两周内，李娜就签了两份不菲的代言协议──这是对她成为迄今为止最成功的中国网球选手的认可。（在那之前，她所代言的大品牌只有耐克(Nike)一家。）
据《体育商业期刊》(Sports Business Journal)报导，先是与冰淇淋品牌哈根达斯(Haagen-Dazs)的代言协议，代言费为每年50万美元左右，时间为数年。这是哈根达斯首次找知名运动员做代言人。
几天后，李娜又签了与劳力士(Rolex)的代言协议，代言费不得而知。劳力士是颇受中国富人群体欢迎的一个地位象征。劳力士已经是若干重大赛事的赞助商（常常贯以“官方计时器伙伴”头衔），代言人包括网球明星费德勒(Roger Federer)、沃兹尼亚奇(CarolineWozniacki)、海宁(Justine Henin)和中国女选手郑洁。
果然不出所料，劳力士和耐克抓住了李娜法网夺冠后的时机，极力宣传他们与这位新晋冠军的关系。在李娜法网封后的次日，劳力士在其网站的主页上登载了她的照片以及贺词。耐克则在其中文网站上登载了一张她打比赛时的照片。
不过，这家美国运动服装巨头看起来跑在比赛之前了：李娜在法网决赛中获胜后，有记者问她包括她的教练和丈夫在内的整个团队都穿的黄色T恤衫是怎么回事。T恤衫是耐克生产的，胸前部位有四个大大的白色中国字。李娜说，这四个字翻译成英文是“相信自己”（中文原文是“造就自我”）。
李娜对记者说，他们（耐克）在中国一共只生产30件。现在我认为他们应该多生产些。很多球迷会想拥有这样的T恤衫。
当然，耐克一定会让球迷如愿以偿。
The Fight for Li Na
As China celebrates Li Na''s victory in the French Open, the nextquestion is how she 岸 and the world''s biggest brands 岸 will cash in onher celebrity. Which labels will she represent? How will she bemarketed? And who will pay the big money for her endorsement?
Whoeversnags her as a spokeswoman is likely to do it soon. Consider this:Within two weeks of losing the championship match at the Australian Openin January, Ms. Li signed two major endorsement deals岸a recognition ofher having become the most successful Chinese tennis player to date.(Until then, Nike was her lone big-name sponsor.)
First came adeal with H?agen-Dazs which, according to Sports Business Journal, wasworth in the ''mid-six figures annually for several years.'' It was thefirst time the ice-cream brand sought a celebrity athlete endorsement.
Dayslater came a deal with Rolex, a popular status symbol among the Chinesewealthy set, for an undisclosed amount. Rolex was already a backer ofmajor tournaments (often adopting the title of ''official timekeeper'')and had sponsorship deals with tennis stars Roger Federer, CarolineWozniacki, Justine Henin and Ms. Li''s fellow countrywoman Zheng Jie.
Notsurprisingly, Rolex and Nike have seized the moment following Ms. Li''sParis triumph, trumpeting their ties with the new champ. The day afterher victory, Rolex posted her picture with congratulatory text on thehomepage of its website. Nike plastered a photo of her from the match onits Chinese website.
But the U.S. sports-apparel giant wasapparently ahead of the game: After Ms. Li won the final match of theFrench Open, she was asked by reporters about the yellow T-shirts beingworn by her entire entourage, including her coach and husband. Made byNike, the shirts have four large white Chinese characters on the chestthat Ms. Li said translate to ''Believe Yourself'' (though a more literaltranslation is ''Achieve Yourself'').
''They [Nike] only make＃30T?shirt(s) [for] all of China,'' Ms. Li told reporters. ''I think now theyshould make more. A lot of fans would like to have these shirts.''
Surely, Nike will make sure fans have their wish.
2011年 06月 07日 10:22
李娜：不同寻常的大满贯冠军
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我们看看法网冠军、首位赢得大满贯单打冠军头衔的中国选手李娜令人难以置信的冠军之路。她九岁开始打网球，对于一名职业选手来说已经非常晚了。她小时候从来没有在真正的红土地上打过球──她说中国的沙质球场与顶级红土球场完全不同，中国的球场非常滑，让她觉得自己就像是在打冰球。她父亲曾是一名羽毛球运动员，在她14岁的时候就去世了，2002年她20岁之前，她曾经退役去学新闻专业。她说，我真的认为自己成不了一名出色的选手。
Benoit Tessier/Reuters
6月4日，中国女网选手李娜在法网女子单打决赛中战胜意大利卫冕冠军斯齐亚沃尼，成为中国乃至亚洲首位在大满贯单打比赛中夺冠的选手。
李娜有两年没有打球，在上学期间，谁都不知道她曾经打过网球。她说，每人要选一项运动。朋友们说，我要选网球；而我则说，不，对不起，我不会打网球。
毫无疑问，当上周六29岁的李娜以6-4和7-6(0)完胜法网卫冕冠军斯齐亚沃尼(FrancescaSchiavone)的时候，她的很多朋友以及数千万中国人都在观看欢呼。获胜后，她没有宣告中国时代的到来，也没有大谈自己获胜的重要意义。她只是说谢谢，并祝她的朋友生日快乐。
她对观众说，我想这是给她的礼物。
这就是李娜的魅力所在，她甚至丝毫没有流露出世界人口第一大国将期望都寄托在她的球拍上。在今年早些时候的澳网，她首次闯入大满贯决赛，不过输了。上周六，她在比赛中表现出了一个历经磨练的真正冠军的冷静与精准。获胜后，她表现得似乎自己的成就并不重要，而并非一个在网球运动中投入巨资、目前为止却没有收获任何单打冠军的国家的突破。
上周六的决赛是两种完全相反的风格的对决，最终李娜的力量胜过了斯齐亚沃尼巧妙的旋转球和犀利的角度。她全场赢得31个制胜分，其中15个是正手得分，主动失误24次。在第二盘抢七中，她很快就以6-0领先。
她说，我当时想，好吧，别做傻事。
李娜的这个赛季经历了一连串纷乱的事情。先是出人意料地闯入澳网决赛，之后是接连的惨痛失利。为走出低谷，她聘请了一位新教练，由于她的前教练姜山同时也是她的丈夫，做出换帅的决定并不容易。李娜说，他们常常在球场上争吵；她说，4月份她在斯图加特的第二轮比赛中失利后，他们坐下来，一致认为是做出改变的时候了。
Associated Press
李娜庆祝法网夺冠。
李娜说，他（姜山）能为我做一切，但有时我在想，你是我丈夫，你为什么在球场上对我大喊大叫？我们之间无话不谈，我们不仅是一对夫妻，也是很好的朋友。
李娜拿下最后一分兴奋地躺倒在地上时，她的丈夫和新教练迈克尔?莫滕森（Michael Mortensen）拥抱在一起。当李娜从衣帽间出来时，莫滕森等候在那里向她祝贺。
两人拥抱时李娜说，谢谢你，迈克尔。莫滕森说，李娜，我为你骄傲。
REUTERS
在与斯齐亚沃尼的决赛对决中，李娜拿下最后一分后兴奋地躺倒在地上。
然后真正的庆祝才开始。在众人高喊“接吻！接吻！接吻！”的欢呼声中，李娜和姜山相拥。两人并不习惯公开示爱，李娜也经常开姜山的玩笑。本周早些时候李娜说姜山已经被降格为“陪练”，她温柔地向姜山宣布了这个消息：我尽量不说“我炒掉了你”（而姜山说，他愿意倾尽所能帮助李娜取得胜利，哪怕这意味着只能为李娜当球童或给她送午餐）。当姜山拉近李娜很快地亲了她一下时，李娜的泪水还是抑制不住地流了出来。
姜山说，今天我告诉她，不要惦记输赢，只管打球，享受比赛。
今年4月底在马德里莫滕森开始担任李娜的教练，他还没有足够的时间给李娜的比赛带来任何重大改变，当然这并不是说李娜一定需要大幅改变。莫滕森也承认，他给李娜的很多建议可能她之前也听过很多次，但有时仅仅为了改变而改变也就够了。莫滕森给李娜的建议包括采用更直接的击球路径，接球时手臂尽量远离身体。
莫滕森说，我认为这有用。她重新上路，彷佛开始描绘一幅新的画作。或许我给出了一些她此前从未听过的建议，或许我用不同的方式说出相同的道理，而且奏效了。
和李娜团队其他成员一样，莫滕森也穿着一件胸前印着中国字的黄色T恤。莫滕森并不确定上面写的是什么，他说大概意思是“相信自己，你能做到”，反正是一些很积极的话，但我并不确定准确意思。
后来李娜解释道，那几个汉字是“造就自我”。即便已经成为中国网球史上最闪耀的明星，李娜说她还将一如既往。
李娜说，我只希望能像以前那样。我无须担心。我的意思是，我已经结婚了，谁会在意我呢？
Li Na, China''s Unlikely Champion
Consider the improbable story of Li Na, the French Open champion and thefirst player from China to win a Grand Slam singles title. She startedto play the game at age 9, quite late for a professional. She neverplayed on a true clay court as a child─she described China''s ''sand''courts as ''totally different'' from top-grade clay and so slippery thatthey made her feel like she was playing ice hockey. Her father, a formerbadminton player, died when she was 14 and by 2002, at the age of 20,she had retired to study journalism. ''I really didn''t think I could be agood player,'' she said.
Li didn''t play for two years and atschool, no one knew she had ever picked up a racket before. ''You have achoice, which sport you want,'' she said. ''So the friend say, ''I willchoose tennis,'' and I say, ''No sorry, I don''t know how to play thetennis.''''
No doubt many of those friends─and tens of million moreChinese─were watching and cheering as Li, now age 29, defeatedFrancesca Schiavone, the defending French Open champion, 6-4, 7-6(0)Saturday. After she won, she made no proclamations about the arrival ofChina or the importance of her win. She said thank you and wished herfriend happy birthday.
''I think this is gift for her,'' she told the crowd.
Suchis the charm of Li, who showed nary a sign that she had theexpectations of the world''s most populous nation on her racket. Earlierthis year in Australia, she reached her first Grand Slam final and lost.Saturday, she played with the calm and precision of a tried and truechampion. When she was done, she acted as if her accomplishment wasminor, rather than a breakthrough for a nation that has invested much intennis and until now received no singles champions in return.
Thefinal pitted two contrasting styles and in the end Li''s poweroverwhelmed Schiavone''s artful spins and sharp angles. She hit 31winners, 15 off her forehand, and made 24 errors. In the second settiebreak, she raced out to a 6-0 lead in an instant.
''I was thinking about, ''OK, don''t do stupid thing,'''' she said.
Lihas had a whirlwind season. First she was a surprise finalist at theAustralian Open, then she was a veteran in a miserable slump. To get outof it, she hired a new coach, no easy decision since her previous onewas also her husband, Jiang Shan. Li said they constantly fought on thecourt; after she lost in the second round in Stuttgart in April, shesaid, they sat down and agreed that it was time to make a change.
''Hecan do everything for me, but sometimes I was thinking about, ''You''remy husband, why are you shouting at me on court?'''' she said. ''We cantalk everything. We are not only husband and wife, we are also like thefriend.''
As Li won the final point and dropped to her back, herhusband and her new mentor, Michael Mortensen, hugged. When Li emergedfrom the locker room, Mortensen was there to greet her.
''Thank you Michael,'' she said as they embraced. ''Li Na, I''m so proud of you,'' he said.
Andthen the real celebration began. Amid cheers of ''Kiss! Kiss! Kiss!'' Liand her husband embraced. These two are not much for public displays ofaffection, and Li often jokes about her husband. Earlier in the week shesaid that he had been demoted to ''hitting partner'' and that she brokethe news gently: ''I try to never say, ''I fire you,'''' she said. (Jiang,for his part, says he''s willing to do anything to help his wife win,even if that means fetching balls for her or bringing her lunch.) Butshe couldn''t hold back tears when Jiang pulled her close to give her aquick kiss.
''Today I tell her, don''t think about winning or losing, you are here,'' he said. ''Just play tennis, enjoy your match.''
Mortensenbegan working with Li in Madrid at the end of April and he hasn''t hadtime to impose any drastic changes on Li''s game, not that she needsthem. He admits that a lot of what he has told her─take a more directpath to the ball, make contact further out in front of her body─mightwell be advice she has heard many times before. Sometimes, though,change for the sake of change is enough.
''I think it''s healthy,''he said. ''She''s starting fresh, a new picture she can start painting.Maybe I''m saying something she hasn''t heard before, or maybe I say it ina different way and it clicks.''
Mortensen, like the rest of Li''steam, wore a yellow T-shirt with Chinese characters printed on it. Hewasn''t sure what they said. ''Something like, believe in it, you can doit, something positive,'' he said. ''I''m not quite sure.''
Later, Litranslated: ''Be yourself.'' She said she would continue doing just that,even though she has become the biggest star in the history of Chinesetennis.
''I just want to do the same, whatever I do before,'' she said. ''I don''t need to worry, I mean, I''m married, who cares about me?''
