Chapter 53

In this country where even the prime minister and the queen take an interest in football, the sport is an indispensable topic of conversation, whether you are a member of the upper class or a common laborer.

Bishop knew that Aldridge was the owner and head coach of Millwall. There was no disdain in his eyes. Over the past few decades, and even a century, football has always been closely tied to the entire nation. This sport is deeply ingrained in the national spirit. Therefore, when Charlton led his teammates to shed blood in the Champions League and tearfully called out the names of each teammate who died in the Munich air disaster, it moved the world. Tragedies like the Heysel Stadium disaster could shock the entire country, and even Gascoigne's tears in Italy could touch every English person.

Bishop and Aldridge talked about football, particularly about some of his doubts regarding the future development of the Premier League.

In fact, even before the establishment of the Premier League, the Barclays Bank had shown interest in naming rights for the league, but ultimately, Carling Beer won the bid. It wasn't that Barclays Bank couldn't compete with Carling Beer; with their financial power, the money was not an issue.

However, at the time, it could be said that Britain was in a period of social transformation. The Iron Lady, Margaret Thatcher, had just stepped down, and English football had not yet emerged from the shadow of the Hillsborough disaster. The best players were all going to Italy, and even the fans had a saying: after death, their souls would fly to Italy, where they could see the best players and the most exciting matches.

The Barclays Bank consortium was merely concerned about the future direction of the Premier League—whether it would continue to decline or could recover. After some hesitation, they withdrew from the competition for the Premier League naming rights.

In recent years, England, which had just returned to the European stage, clearly lagged far behind the European powerhouses. The English football world was paying the price for its isolation from the European stage in the late 1980s.

Liverpool, eliminated in the qualifying rounds, Arsenal, unable to overcome Portuguese giants Benfica, Leeds United, blocked from the group stage by Glasgow Rangers, Manchester United, eliminated by Galatasaray last season, and this season, even the defending Premier League champions Manchester United, who were knocked out of the group stage by the Nordic team IFK Göteborg and then squeezed out by Barcelona, failed to advance further in the competition.

England has been back in the Champions League for five years, yet not once has a team made it to the quarterfinals.

When discussing the future development of the Premier League, Aldridge became eloquent, talking to Bishop about the Premier League's development model, especially how English football was becoming more Europeanized, with a significant increase in foreign players, market-oriented club operations, and the financial prosperity brought about by the Premier League's massive broadcasting revenue.

On the contrary, although the Italian league is currently the undisputed top league, its drawbacks will also hinder its development. The transfer restrictions for non-EU players, the closed family-run club management that excludes foreign investment, and the potential dangers of these factors are all present. To win at any cost, the Italian league has a trend of becoming brutal and violent. People often see beautiful and fluid attacks end with brutal fouls. Not to mention ten years later, in the late 1990s, the injury list of the Serie A league was a long string of well-known stars. Fans clearly want to see them sprinting on the field, not recuperating in Italy.

"If the teams representing the Premier League cannot achieve good results in European competitions, then the world's attention, or rather Europe's attention, will not focus on England. In that case, the value of the Premier League will only be within the country, and the risks and returns of sponsoring the event will not be proportional."

Bishop's words made Aldridge nod. He replied, "That's right. As a football powerhouse, England has a significant influence. For some small European countries, even if their teams achieve great success in the Champions League, it is difficult for them to develop significantly because the local football environment determines the limits of their achievements. On the contrary, traditional European powerhouses like England, Italy, Spain, Germany, and France, if they can achieve sustained success in European competitions, will have a huge impact, especially in the modern era with the rapid growth of media. The attention on Italian football proves this point. If Premier League teams can create such an effect, the impact of the Premier League will be even greater, as we have already discussed."

Aldridge spoke eloquently, and at the end, Bishop said seriously, "I have discussed a collaboration with Barnett. Barclays Bank is interested in sponsoring a Premier League team. I heard that Millwall has been doing well in the First Division this season. If Millwall can make it to the Premier League next season, we are willing to become the team's chest sponsor. What do you think?"

Aldridge was very surprised.

Barclays Bank wants to sponsor a Premier League team?

They could sponsor anyone, but they wouldn't choose Millwall on purpose.

Millwall is notorious as a hooligan team!

Even though the team has undergone a dramatic transformation this season, the past impression won't change overnight.

After pondering Bishop's words, Aldridge realized that this was probably just a friendly collaboration between Barclays Bank and the Hall family. In the context of the consortium's Europeanization and even globalization strategy, allies are essential. The Hall family, which has risen in London, is a well-known international capital. Barnett has entered the North American market and invested in Southeast Asia, both with excellent returns. It makes sense that the Hall family, with their British roots, would be favored by Barclays Bank.

Aldridge smiled and asked, "Sponsorship fee?"

"Three years, one million pounds per year."

"No, one year at a time. We can sign a one million pound contract this summer, or even 800,000 pounds. If you want to continue sponsoring next summer, we can discuss the fee again."

Given Millwall's reputation, a chest sponsor willing to pay 500,000 pounds a year would be more than Aldridge could ask for. There are very few teams in the Premier League that can secure a few million pounds in sponsorship.

Bishop smiled slightly and said, "Alright, if Millwall plays in the Premier League next season, we will sponsor one million pounds this summer. May I ask why you are unwilling to sign a three-year contract?"

"Simple, I have confidence in my team. Our commercial value will grow rapidly in the future. If we sign a three-year contract, Millwall will be at a disadvantage. As you said, the economic benefits of Premier League teams that can compete in Europe are enormous."

"Ha ha ha, you and your brother are always so confident, which I admire."

Aldridge and Bishop formally shook hands and ended their conversation pleasantly.

Just as Bishop left, Barnett brought another person to Aldridge.

"Aldridge, this is Mr. Worm-Heisenberg. He is the market director of German Puma. Andrew introduced him to discuss the next season's jersey sponsorship contract with you. You can talk about it, I won't disturb you."

Barnett left after introducing Heisenberg to Aldridge with a smile.

Aldridge shook hands with the well-mannered German man, nodded, and smiled, saying, "Pleased to meet you."

Worm-Heisenberg began to chat with Aldridge casually. After some pleasantries, Heisenberg got to the point, proposing an 800,000-pound annual sponsorship fee to become Millwall's exclusive jersey sponsor, with a five-year contract.

Aldridge flatly refused, "Impossible! I know no sponsor would be willing to invest a large sum in Millwall now, but I refuse to sell the future interests of Millwall. Mr. Heisenberg, my proposal is this: one-year contracts. We can sign an 800,000-pound contract this summer, and we can discuss it again next summer. If Millwall's commercial value increases, or if we are relegated next season, this will ensure that both parties' interests are not damaged, right?"

Heisenberg seemed displeased. He thought that a small club like Millwall should be overjoyed to have a large company like theirs sponsor them.

Aldridge said indifferently, "Mr. Heisenberg, do you know how many times the jersey sales of Millwall this season are compared to last year? I can honestly tell you: 13 times! Why? Because my team has many stars in the eyes of the fans, and they have quickly become the most shining figures on the field. I think if it weren't for Schneider, you wouldn't pay attention to Millwall, right?"

Heisenberg nodded helplessly.

Schneider, from Germany, has rapidly grown and has a good star quality. After contacting his agent Andrew, Andrew recommended him to discuss the team's jersey sponsorship contract with Aldridge, claiming it would be a win-win collaboration.

"My team has many players from different countries with great potential. They will become key members of their national teams and shine in the most prestigious World Cup. You might think I'm dreaming, but it doesn't matter. Even if we don't reach an agreement today, I don't care. However, I value personal relationships. If we can lay a good foundation for cooperation today, in the future, even if your company has competitors, I will choose my friends under equal conditions."

Worm-Heisenberg was still hesitant and could only say he would consider it.

Aldridge smiled and saw him off.

---

Page AD begins

Page AD ends