Chapter 848: Top-Tier Compensation
"A Rolex, a story."
This is the official slogan of Rolex.
They have always been committed to making Rolex a part of life, to stay in memories for a long time, and to be timeless. The prestige, the luxury, the peaks, the glory, and those moments all ultimately come down to a story.
Admittedly, if Rolex were to offer a partnership, they would have countless top superstars to choose from, not just in the four major North American sports leagues, but just within the NFL. Each of those superstars has their own story, but those stories are not Rolex's. That is, until Lu Ke came along.
Whether it was his unique status as the first Asian-American starting quarterback or his incredible journey as an undrafted rookie, it was a miracle that was irreplaceable and impossible to replicate in the entire league. Challenging himself and pushing his limits, Lu Ke's rise was a story that carried the weight of history and the entire sport. He was undoubtedly the best representation of a Rolex story.
The right time, the right place, and the right person finally led to this partnership.
But from Rolex's attitude, it could be seen that they still had reservations. They were only partnering with Lu Ke personally and not with the league officially. As for what kind of miraculous story this starting point with Lu Ke would turn into, that would be left to time to write.
"We admire your story and look forward to the stories to come," Wolfgang said simply and sincerely. "Imagine when you win the Super Bowl and go up on stage, wearing a Rolex watch to record that classic moment. What a wonderful thing that would be."
Lu Ke's mouth was slightly open, and he lifted his chin slightly, showing a look of sudden realization. "...Thank you."
After a moment of hesitation, he didn't humbly refuse but accepted it frankly. This attitude made Wolfgang smile again. "You know, you remind me of Roger Federer when he was young."
Lu Ke frowned and shook his head repeatedly. "I prefer Rafael Nadal."
Wolfgang's smile paused for a moment, and then both of them laughed heartily, understanding each other without saying a word.
Roger Federer is a Rolex ambassador, and he cannot wear his watch during matches; he can only wear it after the match. Rafael Nadal, on the other hand, is an ambassador for the high-end sports watch brand Richard Mille, and he can wear his watch during matches. It was an invention that had won a scientific and technological patent.
After the laughter died down, Wolfgang continued, "So, are there any other questions?"
Lu Ke turned to look at Leigh, who smoothly took over. "We can sign the contract now."
The process of signing the contract was much simpler than expected because both sides' lawyers had already reviewed the specific terms of the contract. Today, all they had to do was sign the thick stack of contract agreements.
This was a four-year contract worth $1.5 million per year, for a total of $6 million!
At first glance, compared to commercial endorsement contracts worth tens of millions or even hundreds of millions of dollars, $6 million seemed insignificant, but this had to be put into perspective.
In 2006, Rolex officially signed a contract with Roger Federer, who was the world's number one tennis player and a six-time Grand Slam champion at the time. It was a ten-year contract worth $15 million in total, which was the most favorable and longest-running watch endorsement contract in history so far.
As an ambassador, Federer didn't have to wear the watch during matches. He only had to wear it at the post-match press conference and award ceremony. The return on investment was amazing.
In 2007, Movado officially signed a contract with Tom Brady, who had just completed the feat of winning three championships in four years. It was a ten-year contract worth $10 million in total, which was one of the most notable collaborations in the NFL because it was impossible for a football player to wear a watch during a game. This was the first official partnership between a watch brand and football.
After a side-by-side comparison, Rolex's contract showed enough sincerity.
First, the endorsement fee.
As time passed, the value of money and endorsement fees had changed significantly. One million dollars today was not the same as one million dollars five or six years ago.
But it had to be noted that the current Lu Ke was far from the level of Federer and Brady when they signed their contracts.
He didn't have a Super Bowl ring, he wasn't the regular season MVP, and his sophomore season wasn't even over yet. To put it bluntly, he had nothing but the Offensive Rookie of the Year award, and even that title was far from being top-tier.
In this situation, Lu Ke was getting a $1.5 million endorsement fee per year, which was on par with Federer and exceeded Brady's, which was truly commendable.
Second, the length of the contract.
Four years was a short time compared to Federer and Brady's ten-year long-term contracts. But Lu Ke's sponsorship contract with Under Armour last year was for two years. Compared to that, Rolex's courage and sincerity stood out, because everyone knew that young players had too many uncertainties, and the risk was too high.
In other words, even if Lu Ke's performance in his junior and senior years wasn't good, the sponsorship contract would still be valid. Even more negatively, even if Lu Ke was unable to play due to an injury, Rolex would have to take the loss.
There was no doubt that for the current Lu Ke, this was a contract with an exorbitant price. Rolex had made a risky choice with $6 million over four years. Even in other sports, this watch partnership contract could definitely be called top-tier, or even a thrilling gamble. No wonder even an old fox like Leigh was a little excited.
Rarity makes something valuable.
This saying holds true in any field, and the NFL is no exception.
The most direct and significant reason for the difference in advertising contracts between the NBA and the NFL is the number of players. The difference in profit distribution is obvious when fifteen players share a pie and when fifty-three players share the same pie. But what if there was a one-of-a-kind player in the NFL? Just like in individual sports like tennis, racing, and equestrianism.
What if this player was not only unmatched by the other fifty-two players on the team but was also the only one of their kind in the entire league? At the same time, this player could repeatedly create miracles, firmly secure a place in the league with outstanding strength, and even become the best candidate for the first-half MVP?
Then, the uniqueness of this player would be enough to make them a hot commodity, and their commercial value potential would be immeasurable.
This was Lu Ke!
In Rolex's view, they were not just signing a player but also a breakthrough, a future, and a possibility. They saw an opportunity that other brands had not, and they saw immeasurable potential and impact on the NFL market, the Asian market, and future positioning. This was enough.
After the signing was completed, everything was finally settled in black and white.
Wolfgang stood up and shook hands with Lu Ke again, expressing his best wishes. "It's a pleasure to work with you!" After the signing meeting came to a temporary close, Wolfgang's rigor and composure relaxed a little, and his tone became a little more relaxed. "Your performance in the Monday Night Football game that just ended was very impressive."
Coincidentally, the "University of Phoenix Stadium Tragedy" was causing a stir on social media, which once again indicated that Lu Ke had a strong market appeal. For Rolex, this was undoubtedly the best news.
Of course, Rolex's decision-making process had no direct relationship with the "University of Phoenix Stadium Tragedy." For the past few weeks, the company had repeatedly made the choice through internal discussions, but Lu Ke's outstanding performance on the field undoubtedly gave Rolex more confidence.
"Thank you. But the pressure is even greater now," Lu Ke said, pointing to the contract he had just signed on the table, half-jokingly. "I don't want to mess up my debut."
"Haha, although we don't mind, who doesn't like to win?" Wolfgang also responded with a smile. "Next, we will hold a formal press conference to announce Rolex's first official partnership with football in history. We are more than happy to see a victory."
"However, before the press conference, we still have one thing to do: choose the most suitable watch for you," Wolfgang said, making a gesture of invitation again. "We have a very rich collection, and we can choose or even custom-make a watch for you based on your preferences, style, and personality, so that this watch becomes a miniature of your image."
After the experience with Under Armour, Lu Ke had gradually become familiar with the process. He wasn't too surprised and said with a smile, "And then I have to wear it every time I attend a press conference, party, or award ceremony, right?"
"Yes. We will monitor it weekly, so please make sure you wear it," Wolfgang said in a relaxed tone. "If you are willing to wear it in your private life, that would be even better. We can provide you with different models from the same series at any time to match your different outfits, and we can also provide you with one-on-one custom services. Of course, the most important thing is the Super Bowl."
"Phew, so the first step is for me to get into the Super Bowl and win it," Lu Ke said, raising his right hand and crossing his index and middle fingers, indicating that he was silently praying.
Wolfgang tilted his head slightly. "Oh, I don't think you need to pray. I hope you're confident of victory. For the San Francisco 49ers fans and for me personally, we all believe you will."
"Well said," Lu Ke said, snapping his fingers in a show of mutual understanding. The atmosphere was harmonious and warm.
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