Birmingham, Vera Training Base.

The sixth round negotiations between Aston Villa Club and Nike are underway.

The atmosphere at the scene was a little nervous.

Aston Villa and Nike's jersey and equipment sponsorship contract will expire at the end of next month.

The two sides have been in negotiations for renewal for several months and no consensus has been reached.

It’s not that Nike doesn’t want to renew the contract, but that Aston Villa’s offer is very high.

Aston Villa won the Premier League and the English League Cup, he was crowned the double title last season.

Aston Villa has become a new force in the Premier League, and Nike is even more reluctant to let go.

"No, no, £7 million is impossible." Nike's negotiator Reva Norfolen shook his head.

Aston Villa initially offered a sponsorship fee of £35 million per year, which was regarded by Nike as a big talk.

You should know that the most expensive jersey and equipment sponsorship contract in the Premier League is signed by Nike and Manchester United, with £3.5 million a year.

Aston Villa's £35 million is simply unreasonable to Nike.

Previously, Nike and Aston Villa sponsorship contracts were £6.5 million per year.

According to Nike's meaning, it can be increased to £15 million per year.

After five rounds of negotiations, Aston Villa agreed to lower the asking price, but he still insisted on the price of 7 million pounds not to let go.

"15 million pounds are already very high," said Revo Norfouron. "We and Liverpool are only 10 million pounds a year."

"But, as far as we know, Liverpool has 'abandoned' Nike,'" Papa said without hesitation.

This is the information that Aston Villa has just discovered.

Liverpool has decided to break up with Nike.

Liverpool has obtained a top jersey sponsorship contract, and the Reds have planned to sign a new jersey sponsorship contract with US sports goods maker "Warriors Sports".

Liverpool will receive £25 million in sponsorship fees per season, which will make the Reds' jersey sponsorship revenue surpass Manchester United and become the number one in the Premier League.

Revo Norfolen cursed in his heart, "Damn it, how did this news leak?"

It is precisely because of the loss of the veteran giant Liverpool that Nike attaches more importance to keeping Aston Villa's share of the new Premier League champion.

Negotiations were interrupted and there was an intermission.

Revo and Nike team temporarily retire and rest.

Papa smiled proudly. She knew that Nike was stimulated by the news and wanted to discuss internally.

The news broke from Aston Villa not only put pressure on prices, but also implicit threats.

Liverpool abandoned Nike and turned to get a £5 million contract from American corporate Warriors Sports.

Why can't Aston Villa abandon Nike and turn around elsewhere?

I believe that whether it is Nike's archenemy Adidas, or operating equipment brands such as New Balance and Puma, they are happy to accept Aston Villa, the new Premier League champion.

Of course, if you can continue to cooperate with Nike, it will be the best choice.

Aston Villa's number one star Ronaldo is Nike's lifelong endorsement star.

With Ronaldo's market value in the market, it is a win-win situation with Nike.

Half an hour later, the negotiations continued.

"1 million pounds!" Revo Norfolen looked gloomy, "This is my last bottom line."

"6.5 million pounds," Papa said.

Revo Norfouron almost stood up in anger. Nike made a huge concession and suddenly raised the offer of 6 million pounds. Aston Villa actually gave in just 500,000 pounds, which was too much.

"Million pounds," said Revo Norfouron.

"6 million pounds," Papa said.

“500,000 pounds.”

“5.5 million pounds!”

“3 million pounds!”

“5.5 million pounds!”

"Okay... Hum?" Revo Norfouren's face changed. He didn't play according to the routine.

Papa didn't speak, looking at each other with a smile.

"Okay, £5.5 million." Revo Norfolan said almost gritting his teeth, "but we are going to sign a ten-year contract."

"No, five years! Only five years are allowed to sign." Papa said without hesitation, "However, Nike can have priority renewal rights under the same conditions."

silence.

Finally, Revo Norfolan stood up and stretched out his right hand, "Happy cooperation."

“Happy cooperation.”

A day later, Aston Villa and Nike held a joint press conference.

The two sides announced that they would renew their contracts and continue to cooperate in the next five years.

Aston Villa has received a super contract worth £5.5 million for five years, with a total value of £17.5 million.

The new Premier League champion also surpassed Adidas's Manchester United and became the most expensive jersey and sports equipment contract holder.

Nike breathed a sigh of relief and maintained the market share of the oldest traditional team in England, which has the best upward momentum in the Premier League.

Aston Villa also expressed satisfaction, surpassing Liverpool, which is about to sign with the Warriors Sports, to become the highest team in the Premier League's jersey and sports equipment sponsorship contract.

The first place always has special significance.

From £6.5 million in the past to £5.5 million in the present.

Bringing such a huge change, this is the most direct influence and market value of the Premier League champion.

The English media was also shocked and hotly discussed.

Aston Villa has signed a contract for five years and can receive up to £7 million in sponsorship fees from the insurance brand every year.

Now, the Nike brand will sponsor Aston Villa £5.5 million a year.

With these two sponsorship contracts alone, Aston Villa will earn £5.5 million a year.

Accumulated in five years can earn £6.5 million in sponsorship income.

The Times published an op-ed article in an important page: Aston Villa's rise is unstoppable.

Money capital plays an increasingly important and most critical role in modern football.

Aston Villa has a talented champion young coach like Fang Jue to take the helm, and has initially created a championship team.

Now there is another £6.5 million in revenue to the bottom.

In addition, Aston Villa is recognized as the team that is the best at "selling people" in the Premier League now. Ashley Young transfers to Manchester United with £6.5 million, and Quaresma transfers to Manchester City with £30 million is an example.

With financial support, a recognized champion coach in football, and a team of players who have already won the Premier League championship.

Such a rising momentum of Aston Villa has become high and it is difficult to stop it!

The front page title of the Guardian is: Villa is really going to get up! Are Manchester United, Chelsea, Arsenal, and Liverpool ready?!
Chapter completed!