【Nov.1】Talking Business | BBC
字幕摘录
| 时间 | 英文 | 中文 |
|---|---|---|
| 0:00 | with top CEOs and the latest innovations in technology, Talking Business. | 与顶级首席执行官 和最新的技术创新, 谈生意。 |
| 0:06 | Hello and welcome to Talking Business. | 欢迎光临"谈生意" |
| 0:08 | Here's what's on the programme this week. | 本周节目内容如下. |
| 0:11 | The currency | 货币 |
| 0:12 | of champions, the price of sports teams and the cost of watching them keeps climbing. | 冠军,体育队的价格 和看他们不断攀升的成本。 |
| 0:16 | But how long can it continue? | 但它能持续多久? |
| 0:20 | The LA Lakers are starting the new NBA season as the most expensive sports team in history. | 洛杉矶湖人队开始新NBA赛季,成为历史上最昂贵的体育队. |
| 0:26 | And they're not the only team setting new records. | 而且他们不是唯一的团队 设定新的记录。 |
| 0:29 | So is live sport the best way to | 现场直播也是最好的办法 |
| 0:31 | change your billions if you want to protect them from AI? | 改变你的亿万 如果你想保护他们不受AI的伤害? |
展开字幕全文（466 条）
| 序号 | 英文 | 中文 |
|---|---|---|
| 1 | with top CEOs and the latest innovations in technology, Talking Business. | 与顶级首席执行官 和最新的技术创新, 谈生意。 |
| 2 | Hello and welcome to Talking Business. | 欢迎光临"谈生意" |
| 3 | Here's what's on the programme this week. | 本周节目内容如下. |
| 4 | The currency | 货币 |
| 5 | of champions, the price of sports teams and the cost of watching them keeps climbing. | 冠军,体育队的价格 和看他们不断攀升的成本。 |
| 6 | But how long can it continue? | 但它能持续多久? |
| 7 | The LA Lakers are starting the new NBA season as the most expensive sports team in history. | 洛杉矶湖人队开始新NBA赛季,成为历史上最昂贵的体育队. |
| 8 | And they're not the only team setting new records. | 而且他们不是唯一的团队 设定新的记录。 |
| 9 | So is live sport the best way to | 现场直播也是最好的办法 |
| 10 | change your billions if you want to protect them from AI? | 改变你的亿万 如果你想保护他们不受AI的伤害? |
| 11 | I'll discuss that with these two. | 我会和他们讨论的 |
| 12 | The first man billionaires call when they want to buy | 首个亿万富翁要买的时候打来 |
| 13 | or sell a team. | 或卖一个团队。 |
| 14 | He says fans are more likely to change religion than their favourite team. | 他说粉丝们比他们最喜欢的队伍更有可能改变宗教. |
| 15 | And one of the world's top TV sports rights bosses explains how our willingness to watch | 而世界顶尖的电视体育权老板 也解释了我们看电视的意愿 |
| 16 | is driving up prices across the field. | 整个地区的价格都在上涨 |
| 17 | Plus paying up off the pitch. | 再加上还清投球。 |
| 18 | I'll speak to the billionaire founder of Fanatics about | 我会跟富豪创始人说 |
| 19 | why there's more money than ever to be made from selling shirts, trading cards and other | 卖衬衫、交易卡和其他东西赚的钱比以往多 |
| 20 | merchandise to fans right around the world. | 商品给世界各地的粉丝。 |
| 21 | Welcome to the programme. | 欢迎加入节目 |
| 22 | Now this week we're asking is the cost of sports out of control? | 这周我们问运动的费用是不是失控了? |
| 23 | In a world where everything is available at the tap of a screen and AI is changing the | 在一个世界上,一切在屏幕上都可以使用,AI正在改变 |
| 24 | way we consume content, does the thrill of live sport mean it's still worth the premium | 我们消费内容的方式, 活体育的刺激 意味着它仍然值得付出的代价 |
| 25 | price? | 价钱? |
| 26 | As the cost of living crisis puts pressure on everything from food to energy, is sport | 由于生活危机的代价给从食物到能源的一切都带来压力,体育就是如此。 |
| 27 | still affordable? | 还是买得起? |
| 28 | And where is the money made from TV rights and soaring ticket prices really | 从电视版权和票价飞涨赚的钱在哪里 |
| 29 | going? | 去吗? |
| 30 | Well, in the US, the new NBA season is getting underway. | 在美国,NBA新赛季开始 |
| 31 | But even before it's begun, there | 但即使在它开始之前,那里 |
| 32 | have been some eye watering scores. | 已经有一些眼水得分。 |
| 33 | The LA Lakers were bought for $12.5 billion in August, | 洛杉矶湖人队8月以125亿美元收购, |
| 34 | making them the most expensive sports team in any sports in history. | 让他们成为历史上任何运动中最昂贵的体育队. |
| 35 | Two weeks after | 两周后 |
| 36 | that, a $9.6 billion deal saw Super Bowl champions, the Seattle Seahawks, become the most expensive | 96亿美元的交易中 超级碗冠军 西雅图海鹰队成为最贵的 |
| 37 | American football team ever. | 美国足球队 永远。 |
| 38 | August also saw English Premier League giants Liverpool valued | 8月还看到英国总理联盟的巨头利物浦 |
| 39 | at more than $7 billion as a consortium involving the Amazon founder Jeff Bezos bought a large | 超过70亿美元 与亚马逊创始人杰夫·贝佐斯的财团 |
| 40 | stake. | 键。 |
| 41 | And in September, rivals Chelsea were valued at $6.7 billion in a deal that saw | 9月,对手切尔西 价值67亿美元的交易 |
| 42 | US-based Clear Lake take full control of the club. | 以美国为基地的Clear Lake完全控制了俱乐部. |
| 43 | The cost of TV sports rights is also soaring. | 电视体育权成本也飞涨. |
| 44 | This year's $66.2 billion is a record for | 今年的662亿美元是 |
| 45 | all sports across all territories worldwide. | 所有运动遍及全球所有领土。 |
| 46 | The growing involvement of private equity companies in professional sports means that | 私人股份公司越来越多地参与专业体育,这意味着 |
| 47 | donors are looking for new ways to bring in cash to make their investments worthwhile. | 捐助者正在寻找新的办法,带来现金,使其投资有价值。 |
| 48 | That includes the rising cost of replica shirts and other merchandise, as well as the growth | 包括复制衬衫和其他商品价格上涨以及增长 |
| 49 | in hospitality packages to watch the action. | 在招待包中观看动作。 |
| 50 | In basketball, that meant in June, the cheapest | 在篮球,这意味着在6月,最便宜 |
| 51 | seat for the New York Knicks' first home playoff match was $8,000. | 纽约尼克斯队的首场主场比赛席位为8000美元. |
| 52 | Ahead of the game, it was | 比赛前,它是 |
| 53 | put to President Trump that everyday Americans couldn't afford it. | 告诉特朗普总统 美国人每天都买不起 |
| 54 | Well, I know, but they could watch it on television. | 我知道,但他们可以在电视上看 |
| 55 | Sort of semi-free to watch it on television, | 有点半免费 在电视上看它, |
| 56 | but that's the way life goes. | 但生活就是这样的 |
| 57 | Now, if the game wasn't a big, if the team wasn't a big | 现在,如果比赛不是一场大赛 如果球队不是一场大赛 |
| 58 | success, you could go very easily. | 成功,你可以轻松地去。 |
| 59 | So, you know, you could do that too, but that's the | 所以,你知道,你也可以做到这一点, 但这就是 |
| 60 | way life is. | 生活就是这样的 |
| 61 | In reality, TV sports subscriptions are going up in many countries. | 实际上,许多国家的电视体育订阅正在增加。 |
| 62 | And those comments from | 这些评论来自 |
| 63 | President Trump came just as America was hosting football's World Cup, which attracted a lot | 特朗普总统来时正值美国主办 足球世界杯 吸引了很多人 |
| 64 | of criticism over the price of the tickets. | 对票价的批评。 |
| 65 | Particularly during this World Cup, prices are incredibly high, both for tickets and | 尤其是在本届世界杯期间,票价和票价都极高。 |
| 66 | accommodation. | 住宿。 |
| 67 | It's unbelievable, because in previous World Cups, the costs were at | 难以置信,因为在前几届世界杯上, 费用是... |
| 68 | least 50 percent lower. | 至少降低50%。 |
| 69 | It cost $1,400 each, and obviously the hotel and the shopping and everything that comes | 每人要1400美元 酒店、购物和一切 |
| 70 | with being here. | 与在这里。 |
| 71 | So it was spectacular, and it was worth it. | 因此,它是壮观的, 这是值得的。 |
| 72 | It's obscene, honestly, how pricey it was. | 老实说,这是下流的,多么昂贵。 |
| 73 | Yeah. | 对 |
| 74 | I wish that it was more, you know, even | 我希望这更,你知道,甚至 |
| 75 | so more people could enjoy the sport. | 这样更多的人可以享受运动。 |
| 76 | The price policy is make it sad, because football, it's for the fans and not for the rich people. | 价格政策让人感到悲哀,因为足球是给球迷而不是富人. |
| 77 | So that's what some fans think about the cost of live sports. | 因此,一些球迷对现场体育成本的看法就是如此. |
| 78 | But it is those higher prices | 但就是这些高价 |
| 79 | that might convince those with deep pockets, not only to watch, but to even buy a team. | 这可能说服那些有很深的口袋, 不仅看,甚至买一个团队。 |
| 80 | And whether it's American football, basketball or the English Premier League, they're being | 不管是美国足球、篮球还是英国高级联赛,他们都是 |
| 81 | snapped up as trophy assets for billionaires. | 成为亿万富翁的战利品 |
| 82 | But do they also make a sound financial investment? | 但是,它们是否也进行了健全的金融投资? |
| 83 | Well, I've been speaking to one man who, over | 我和一个人谈过了 |
| 84 | more than 20 years, has put together lots of those sorts of deals. | 20多年来, 已经汇集了很多这类交易。 |
| 85 | Sal Gale Tioto, welcome to Talking Business. | 萨尔·盖尔·蒂奥托 欢迎光临谈生意 |
| 86 | Good to see you. | 很高兴见到你。 |
| 87 | And look, I've seen it described | 你看,我见过它描述 |
| 88 | that you are the first person that billionaires call if they wanted to buy or sell a sports | 你是亿万富翁第一个打电话来的人 如果他们想买或卖体育 |
| 89 | team. | 团队。 |
| 90 | But how do you work out prices? | 但你如何解决价格? |
| 91 | How do you decide, for example, that the LA Lakers | 举例来说,你怎么决定洛杉矶湖人队 |
| 92 | are worth $12.5 billion? | 价值125亿美元? |
| 93 | Well, I would like to tell you that it's scientific. | 我想告诉你,这是科学的。 |
| 94 | I'd like to tell you that we have a formula | 我想告诉你,我们有一个公式 |
| 95 | that will give you the exact price of a team. | 这会给你一个团队的确切价格。 |
| 96 | We don't. | 我们没有。 |
| 97 | These assets are worth what someone | 这些资产是值得的 |
| 98 | who is extremely wealthy is willing to pay for them. | 谁是极其富有的 愿意支付他们。 |
| 99 | And the way you get to a purchase | 你买东西的方式 |
| 100 | price is you try to put people in a position where there's competitive tension. | 价格就是试图让人们处于竞争紧张的地位。 |
| 101 | And you | 还有你 |
| 102 | need a number of bidders and they'll drive the price. | 需要一些投标人,他们会推动价格。 |
| 103 | In the end, the market will determine | 最终市场会决定 |
| 104 | what they're worth. | 他们的价值。 |
| 105 | And if someone is paying a number like $12.5 billion, for example, there's quite clearly | 比如说如果有人付了125亿美元 很明显 |
| 106 | they've got to do their sums to work out how they make that money back, whether it's a | 他们必须付出自己的钱 才能找出他们如何赚回那笔钱 是否是 |
| 107 | good investment. | 良好的投资。 |
| 108 | So there's one thing is in the ticket sales, then there's maybe the sports | 所以有一件事在售票, 然后也许有运动 |
| 109 | rights, then there's the merchandising and everything else that goes with it. | 接下来是交易和一切 |
| 110 | I wonder in this age of sort of AI and streaming, how much that model has changed lately? | 我不知道在这种AI和流派时代 这个模式最近有什么变化? |
| 111 | This is a unique asset class, because the real driver here is media content value. | 这是一个独特的资产类别,因为这里真正的驱动器是媒体内容值. |
| 112 | There | 那边 |
| 113 | is nothing like sports content. | 与体育内容无关 |
| 114 | 99.5% of people that watch sports watch it live. | 99.5%的观众观看运动现场直播. |
| 115 | So the value | 所以价值 |
| 116 | to advertisers is going to go up. | 广告商要上市了 |
| 117 | The other thing you have to remember here is their scarcity. | 还有一件事你必须记住 他们的稀缺。 |
| 118 | So if you want to buy an NBA team, you have a limited number of opportunities to buy it. | 因此,如果你想买NBA球队,你买球的机会有限. |
| 119 | The last thing is that the product life cycle of businesses is shrinking. | 最后一点是,企业的产品生命周期正在缩小。 |
| 120 | Sports changes | 体育变革 |
| 121 | very slowly. | 慢慢来 |
| 122 | And I would hazard to guess that the odds are better that in 100 years, the | 我冒着危险猜测 在100年里, |
| 123 | New York Yankees will be here than Apple Computer will be here. | 纽约洋基将在这里 比苹果电脑会在这里。 |
| 124 | And people see that. | 人们也看到了这一点。 |
| 125 | And it's | 这是 |
| 126 | a great hedge against their technology investments. | 和他们的技术投资做对冲 |
| 127 | That's why many, many wealthy people are streaming | 这就是为什么很多,很多富人流 |
| 128 | into the sports business. | 进入体育事业。 |
| 129 | And particularly so many firms right now are susceptible to the rise of AI. | 特别是现在的很多公司 都容易受到AI的崛起影响 |
| 130 | I mean, is | 我是说... |
| 131 | it your view that live sport absolutely is AI proof? | 你的观点是 现场运动绝对是人工智能的证明? |
| 132 | Nothing is AI proof. | 没有什么是AI的证据。 |
| 133 | But sports is pretty close to being AI proof. | 但体育已经接近AI的证明. |
| 134 | I mean, as long as | 我是说,只要 |
| 135 | human beings are still playing the sport and we don't replace them with some mythical | 人类仍然在运动 我们不会用神话来代替他们 |
| 136 | figures running around, I don't think people would watch that. | 数字到处跑, 我不认为人们会看。 |
| 137 | And I think people view | 我想人们会看 |
| 138 | it as a really unique asset. | 它是一个非常独特的资产。 |
| 139 | It's also you have to remember that it's not really correlated | 你也要记住,这不是真的关联 |
| 140 | to the stock market. | 到股票市场。 |
| 141 | Is that why then, Sal, they make good investments in terms of that's why they're attractive? | 这就是为什么,萨尔,他们做好投资 因为它的吸引力? |
| 142 | You know, are rich people with deep pockets coming to you because they're not susceptible | 你知道,是有钱人 有很深的口袋来找你,因为他们不易受伤害 |
| 143 | to things like the stock market? | 股市之类的东西? |
| 144 | Or are they still just a trophy asset, something that | 或者他们还是一个奖杯 资产,东西 |
| 145 | they want to say that they own? | 他们想说,他们自己的? |
| 146 | There's some ego gratification value. | 有一些自我满足的价值。 |
| 147 | I believe that. | 我相信这一点。 |
| 148 | But I think the bulk of it is investors, | 但我认为大部分是投资者, |
| 149 | smart investors understand that you don't make money year in, year out on these investments, | 聪明的投资者明白,你没有赚钱 年复一年在这些投资, |
| 150 | but on exit is where you make your money. | 但是在出口时,你赚钱的地方。 |
| 151 | And these assets have been growing at low | 这些资产一直在低调增长 |
| 152 | double digit returns for the last 40 years. | 过去40年的两位数返回。 |
| 153 | And that's accelerated somewhat. | 这有点加快。 |
| 154 | I just don't | 我只是没有 |
| 155 | see these assets being a bad investment. | 将这些资产视为不良投资。 |
| 156 | I just continue to see them going up. | 我只是继续看到他们上去。 |
| 157 | I mean, | 我是说... |
| 158 | look, like every investment, you have to be careful what you invest in. | 你看,就像每一笔投资, 你必须小心你投资。 |
| 159 | And different | 不一样 |
| 160 | sports are going to have different levels of return and have different risks. | 体育回报水平不同,风险也不同。 |
| 161 | And when you look around the world, Sal, right now, where is attractive? | 当你环顾世界时,萨尔,现在,哪里有吸引力? |
| 162 | Where is maybe a | 也许在哪里 |
| 163 | undervalued? | 被低估了吗? |
| 164 | Because if you look at what private equity is doing in the United States, it's | 因为如果你看看私人股权 在美国在做什么,它是 |
| 165 | looking at Europe. | 看着欧洲 |
| 166 | It's buying up a lot of sports teams in Europe. | 它收购了许多欧洲的体育队. |
| 167 | Why? | 为什么? |
| 168 | Well, because in Europe, there are many more sports teams you can buy because you have | 因为在欧洲,还有更多的运动队 你可以购买 因为你有 |
| 169 | different levels of teams. | 不同级别的队伍. |
| 170 | And some people have the theory that you could buy a second | 有些人的理论是 你可以买一秒钟 |
| 171 | division team, dump money into it, get it promoted, then it's worth a lot more. | 分队,把钱扔进去,升职,然后值很多钱 |
| 172 | And | 还有 |
| 173 | if you're a fund, you do that, you buy it, then you, in theory, can resell it. | 如果你是一个基金,你这样做, 你买它, 然后,理论上,你可以转售它。 |
| 174 | But there's | 但还有 |
| 175 | a lot more risk in Europe because you have promotion and relegation. | 在欧洲风险大得多 因为你有晋升和退职 |
| 176 | You don't have that | 你没有那个 |
| 177 | in North America. | 北美地区。 |
| 178 | If you buy an NBA team, you own an NBA team, you can lose every game. | 如果购买NBA球队,拥有NBA球队,每场比赛都可以输掉. |
| 179 | You will still own an NBA team. | 你仍将拥有一支NBA球队. |
| 180 | In Europe, if you don't perform, you get relegated. | 在欧洲,如果你不表演, 你会被贬低。 |
| 181 | The | 那个 |
| 182 | lower levels are much lower than they are in the United States. | 低于美国的水平。 |
| 183 | And I think American | 我觉得美国人 |
| 184 | money is going to be looking at not just Europe, but I think it's going to be looking at Asia. | 金钱将不仅仅是欧洲, 我认为它将会是亚洲。 |
| 185 | And, you know, I mean, cricket is a huge sport. | 而且,你知道,我的意思是, 板球是一个巨大的运动。 |
| 186 | People are starting to talk about it here. | 人们开始谈论它在这里。 |
| 187 | And Sal, if I came to you today and said, find me something that's going to make me | 赛尔,如果我今天来找你 说,给我找个能让我 |
| 188 | a great investment in sport right now, what would be your sort of your guidelines? | 现在对体育事业的伟大投资, 你的指南是什么? |
| 189 | What | 什麽? |
| 190 | is it that you're looking for? | 你在找吗? |
| 191 | What makes a club attractive? | 什么让俱乐部吸引人? |
| 192 | I think the first thing I look at is demographics. | 我认为我首先看到的是人口统计。 |
| 193 | Where is it located? | 它在哪? 发现什么了? |
| 194 | Because you can't change | 因为你不能改变 |
| 195 | demographics, right? | 人口统计,对不对? |
| 196 | If you're in an area that's growing, where per capita income is | 如果你是在一个增长的地区, 人均收入是 |
| 197 | going up, where there are more jobs being created, that is a huge tailwind for you. | 上面,还有更多的工作, 这是巨大的尾风给你。 |
| 198 | The second thing I look at is the sport. | 我所看到的第二件事是运动。 |
| 199 | How strong is the media content value? | 媒体内容的价值有多大? |
| 200 | You have | 你有过 |
| 201 | to look at the stadium. | 看体育场。 |
| 202 | Is it an old stadium? | 是旧体育场吗? |
| 203 | Is it a new stadium? | 是新体育场吗? |
| 204 | Am I going to have to | 我是不是必须 |
| 205 | put a billion dollars into a new stadium? | 把十亿美元投入新体育场? |
| 206 | But if you have a team that you love and you're | 但是如果你有一个团队 你爱,你是 |
| 207 | a high net worth individual, you can invest in that team and you're probably going to | 一个高净值的个人,你可以投资 在那个团队,你可能要去 |
| 208 | be the one that wins the bidding because you have a non-financial incentive to buy that | 成为赢得投标的一方 因为你有非金融的动机购买 |
| 209 | team that other financial buyers don't. | 其他金融买家不会合作的 |
| 210 | Now, whether you're a good owner or a bad owner, | 不管你是好主人还是坏主人 |
| 211 | you'll know over time. | 你会知道的 |
| 212 | Sal, it's so good to talk to you on the program this week. | 萨尔,很高兴能在这周的节目上和你谈谈 |
| 213 | What a fascinating insight into | 多么迷人的见解 |
| 214 | how all of this works. | 这一切是如何工作的。 |
| 215 | I appreciate your time, Sal Galeciotto. | 我很感激你的时间,萨尔·加列西奥托。 |
| 216 | Thank you for being with us. | 谢谢你和我们在一起 |
| 217 | My pleasure. | 我的荣幸 |
| 218 | Sports teams around the world are sold for record sums. | 世界各地的体育队以创纪录的金额出售. |
| 219 | More records are being set in | 正在设置更多记录 |
| 220 | how much those teams and their leagues can earn for showing their games on TV and streaming | 这些球队和他们的联赛 在电视和流媒体上亮相能赚多少钱 |
| 221 | platforms. | 平台。 |
| 222 | For fans, it means more expensive subscriptions. | 对于粉丝来说,这意味着更昂贵的订阅. |
| 223 | But are they sustainable when | 但是,当 |
| 224 | we're feeling the squeeze from the rising cost of living? | 我们感到生活费用上涨带来的压力? |
| 225 | I've been finding out from | 我一直在调查 |
| 226 | one of the world's top TV sports rights executives. | 世界顶级电视体育权高管之一. |
| 227 | Daniel Cohen, welcome to Talking Business. | 丹尼尔·科恩 欢迎来到"谈生意" |
| 228 | Good to have you here. | 很高兴你能来 |
| 229 | And it feels like record investment, record amounts of money in professional | 这感觉就像创纪录的投资, 创纪录的金额的专业 |
| 230 | sport right now. | 现在运动。 |
| 231 | Your research suggesting 66.2 billion dollars in just sports media | 你的研究显示 体育媒体有662亿美元 |
| 232 | rights alone. | 权利本身。 |
| 233 | Where is all that interest coming from? | 兴趣从何而来? |
| 234 | Ben, it's always been there. | 本,它一直存在。 |
| 235 | But what's happened is partly technology and the world getting | 但发生的事情是部分 科技和世界得到 |
| 236 | smaller through that has led to a sports boom and it led to a sports boom in accessibility. | 其规模较小导致了体育繁荣,也导致了无障碍体育繁荣。 |
| 237 | And so a lot of that growth is coming from accessibility, being able to watch wherever, | 因此,许多增长 来自于无障碍, 能够观察任何地方, |
| 238 | whenever you want, long form and sports growing globally. | 只要你想, 长形和体育在全球发展。 |
| 239 | And that is connecting people and | 而这就是连接人们和 |
| 240 | growing fandom. | 越来越迷恋。 |
| 241 | But explain that connection, if you will, between the amount of money that investors | 但是,如果你愿意的话,请解释一下 投资者的金额之间的联系 |
| 242 | are paying for these clubs in all sorts of sports. | 在各种运动中,这些俱乐部都要付费。 |
| 243 | That's everything from the NFL to | 从国家橄榄球队到 |
| 244 | the English Premier League. | 英国总理联盟。 |
| 245 | And then where they recoup their money, is that what's driving | 然后他们把钱拿回来 就是开着它 |
| 246 | the sports rights? | 体育权? |
| 247 | Yeah, absolutely. | 当然 |
| 248 | So to the point of the valuation of some of these sports franchises, well, | 至于这些体育特许经营权的估价 |
| 249 | first and foremost, sports are finally being looked at as an investable asset class. | 首先,体育最终被看成是可投资的资产类别。 |
| 250 | They | 他们 |
| 251 | were trophy pieces. | 战利品 |
| 252 | Second piece is the fact that there's this scarcity effect. | 第二块是存在这种稀缺效应的事实. |
| 253 | Unlike | 与 |
| 254 | any other commodity out there, there is truly only 30 of these types of teams in a certain | 任何其它商品,确实只有30种这种类型的团队 在一定的 |
| 255 | league. | 联盟。 |
| 256 | And the third is it is truly an anti-AI bet right now. | 第三,它是一个真正的反AI的赌注 现在。 |
| 257 | So if you are looking at where | 所以,如果你在看着哪里 |
| 258 | to put your billions of dollars into something that isn't necessarily chip driven or AI driven, | 让你的数十亿美元投入到 不一定是芯片驱动或AI驱动的东西, |
| 259 | sports teams and sports IP is the best answer. | 体育团队和体育IP是最好的答案. |
| 260 | Yeah. | 对 |
| 261 | And right now, you'd argue that's a bold claim to make that anything is AI proof | 而现在,你会认为,这是一个大胆的声称 任何事情都是AI证明 |
| 262 | but I understand the logic. | 但我理解逻辑 |
| 263 | There's still a need for and a desire for people to want | 仍然需要和渴望人们想要 |
| 264 | to watch live sport. | 观看现场运动。 |
| 265 | And crucially, that element is live. | 关键是,这个元素是活的。 |
| 266 | They're watching it in real time. | 他们正在实时观看 |
| 267 | It's not necessarily something that you watch later or catch up on. | 它不一定的东西 你以后看 或者赶上。 |
| 268 | You're absolutely right. | 你说得对 |
| 269 | And look at where the streaming world has taken us to something | 看看流水世界把我们带到什么地方 |
| 270 | called a subscription video on demand. | 需要订阅的视频。 |
| 271 | But you can't do that for sports. | 但你不能为了运动而这么做 |
| 272 | Sports needs | 体育需要 |
| 273 | to be consumed real time and live. | 被实时消费和生活。 |
| 274 | And it's the only piece of content I think that truly | 这是我唯一真正认为 |
| 275 | draws crowds and those communities then spend money, whether that be through the form of | 吸引人群,这些社区然后花钱,无论通过什么形式 |
| 276 | retail, merchandise, licensing, advertising, et cetera, et cetera. | 零售、商品、许可证、广告等。 |
| 277 | So it really does galvanize. | 因此,它真的会激发。 |
| 278 | You have an emotional tie, unlike perhaps watching a piece of drama programming. | 你有一个情感领带, 不像看 一部戏剧编程。 |
| 279 | And Daniel, what would you say is the biggest threat to your industry now? | 丹尼尔,你会说 最大的威胁是你的行业吗? |
| 280 | I know that illegal | 我知道这是非法的 |
| 281 | streaming of sports is a problem and one that is growing. | 运动的流转是一个问题,并且正在增长。 |
| 282 | Is that a problem for you? | 这对你来说有问题吗? |
| 283 | Yeah, I would say on a global scale, piracy is a major concern. | 是的,我想说在全球范围, 盗版是一个主要的关注。 |
| 284 | I think the other piece | 我觉得另一块 |
| 285 | that you have to be concerned about is generally the next generation of how they consume content. | 您必须关注的 通常是下一代 如何消费内容。 |
| 286 | 75% of, at least in the US, kids ages 12 to 18 who consume sport are doing so on a handheld | 至少在美国, 75%的12至18岁的孩子 使用手持设备进行运动 |
| 287 | device. | 设备。 |
| 288 | If we're not making that sport accessible to where they are and through the platforms | 如果我们不让体育进入他们的位置 并通过平台 |
| 289 | in which they use, then we're the ones to blame for drops in viewership, drops in interest, | 他们使用, 然后我们的责任 下降的观众, 下降的兴趣, |
| 290 | decreases in spend on merchandise and jerseys, ticket sales. | 商品和球衣、售票费用减少。 |
| 291 | And we need to keep that top of | 我们需要保持顶部 |
| 292 | mind where the next generation is consuming. | 注意下一代的消费 |
| 293 | So I do think we're going to get back to a place | 所以我觉得我们该回一个地方了 |
| 294 | where there will be fewer subscriptions needed. | 需要订阅的用户将减少。 |
| 295 | And Daniel, you're at Sportel there in Monaco. | 丹尼尔,你在摩纳哥的斯波特尔 |
| 296 | That's the meeting of all the sports industry bosses and broadcasters. | 这是所有体育界老板和广播公司的聚会。 |
| 297 | I wonder whether | 不知有没有 |
| 298 | those bosses understand some of the frustration that fans might have because there's a real | 那些老板们明白粉丝们的挫折感 因为真的 |
| 299 | danger that by raising prices too much, you alienate the people who are ultimately paying for it. | 可能因为涨价太高 就会疏远那些最终花钱的人 |
| 300 | Ben, that's a great question. | 本,这是一个伟大的问题。 |
| 301 | And that's, again, top of mind of one of the concerns of building | 再说一遍,这是最重要的 建筑问题之一 |
| 302 | and growing the sport, be it a league or an individual team moving forward. | 并发展运动,无论是联赛还是个人球队前进. |
| 303 | But I do hear | 但我听说了 |
| 304 | a lot of positivity coming out of Sportel here. | 从斯波特尔那里涌现出很多积极性 |
| 305 | And I really am very, very bullish on | 我真的非常,非常胆小 |
| 306 | leagues understanding the frustration of the fan on fragmentation. | 联盟理解粉丝对分裂的挫折感. |
| 307 | I think part of that will be | 我认为其中的一部分是 |
| 308 | solved through greater consolidation at the M&A level of media companies, but also the use and | 通过媒体公司在并购层面的更大合并,但也通过使用和 |
| 309 | continued growth of free to access short form content highlights and athlete driven content | 继续增加免费访问短形式内容要点和运动员驱动内容 |
| 310 | engagement that way on social platforms. | 参与社交平台。 |
| 311 | Daniel Cohen, really good to talk to you | 丹尼尔・科恩,很高兴和你说话 |
| 312 | on the programme this week. | 本周的节目 |
| 313 | Thank you. | 谢谢 |
| 314 | Thank you, Ben. | 谢谢你,本。 |
| 315 | Take care. | 小心点 |
| 316 | Coming up after the break, winning in the wallet. | 休息后,在钱包中获胜。 |
| 317 | Just why are sports fans splashing so much on | 只是为什么运动迷 飞得这么快 |
| 318 | everything from replica jerseys to trading cards? | 从翻版的球衣到交易卡? |
| 319 | The billionaire founder of sports retailer Fanatics | 体育零售商Fanatics的亿万富翁创始人 |
| 320 | explains. | 解释一下 |
| 321 | Welcome back to Talking Business. | 欢迎回来谈生意。 |
| 322 | Now, this week, we're looking at the rising cost of | 现在,本周,我们正在研究 不断上涨的成本 |
| 323 | sport. | 运动。 |
| 324 | And as well as the sporting action on the pitch, it seems there's more and more money to be | 球场上的体育动作 似乎越来越有钱了 |
| 325 | {\fn黑体\fs20\shad2\2aH82\3aH20\4aH33\fscx95\3cH592001\be1}我从投球中脱身了 | |
| 326 | From football to basketball to Formula One, sports fans are spending huge | 从足球到篮球到一级方程式 体育迷们花了很多钱 |
| 327 | sums on replica shirts and other merchandise. | 在复制衬衫和其他商品上的钱。 |
| 328 | Even trading cards that first appeared in the | 即使是交易卡 最早出现在 |
| 329 | 1860s are increasingly lucrative. | 1860年代越来越有利可图。 |
| 330 | A single card can now fetch millions of dollars. | 单张牌现在能赚上百万美金 |
| 331 | And for companies | 对公司来说 |
| 332 | like the US based Fanatics, which among other things makes and sells the merchandise online | 就像美国的Fanatics, 除其他外,它在网上制造和销售商品 |
| 333 | and in physical stores, it is big business. | 而在实物商店,这是大生意。 |
| 334 | I've been catching up with the founder and chief | 我一直在追寻创始人和主任 |
| 335 | (原始内容存档于2018-03-09). Efficial, Michael Rubin. | |
| 336 | Welcome to Talking Business. | 欢迎光临商谈 |
| 337 | Good to have you here. | 很高兴你能来 |
| 338 | And look, | 听着, |
| 339 | in this programme, we're talking about the business of sport. | 在这个节目中,我们谈论的是体育事业. |
| 340 | And the area you look after is sort of | 你所照顾的地区有点 |
| 341 | the retail bit of that. | 零售部分。 |
| 342 | Tell me how important retail in all of its different guises, how important | 告诉我 零售业在各种伪装中有多重要 有多重要 |
| 343 | that is to sport. | 这是体育。 |
| 344 | Look, for us, retail is incredibly important. | 对我们来说 零售业非常重要 |
| 345 | You know, we grew up as a | 我们长大了 |
| 346 | e-commerce business. | 电子商务业务. |
| 347 | That's where we started. | 这就是我们开始的地方。 |
| 348 | But there's nothing like putting an incredible | 但没有什么比把 一个不可思议的 |
| 349 | experience together and touching fans. | 一起体验和感人的粉丝。 |
| 350 | And we do that in so many different ways. | 我们以很多不同的方式这样做。 |
| 351 | We opened our first | 我们第一次开门 |
| 352 | Finesse collectible store last year. | 去年的精品收藏店 |
| 353 | It's in the heart of London on Regent Street. | 位于摄政街伦敦市中心. |
| 354 | It was supposed | 这是应该的 |
| 355 | to be an $8 million location. | 是一个800万美元的位置。 |
| 356 | It's going to do $40 million in its first full year in business. | 其首年全年营业额将达到4000万美元. |
| 357 | We have our second store opening in Paris. | 我们在巴黎开了第二家店 |
| 358 | And for us, having great retail, great venue, | 对我们来说, 拥有伟大的零售, 伟大的场地, |
| 359 | great collectible stores all just tell stories for us. | 伟大的收藏店都给我们讲故事 |
| 360 | It's not so different in the fan gear | 风扇齿轮也没什么不同 |
| 361 | business where we operate big flagship stores like a PSG store. | 我们经营大型旗舰店如PSG店 |
| 362 | They've won the Champions League the | 他们赢得了冠军联盟 |
| 363 | last two years in a row. | 连续两年 |
| 364 | And when we go out and they win a Champions League, we're telling that | 当我们出去,他们赢得冠军联盟, 我们告诉 |
| 365 | story. | 故事的情节。 |
| 366 | And it's about just how to connect with the PSG fan in any way that that fan imagines. | 它只涉及如何与PSG的粉丝联系 任何与粉丝想象的。 |
| 367 | And what's the correlation here between success on the pitch and success off the pitch? | 成功与成功之间有什么关联? |
| 368 | I mean, | 我是说... |
| 369 | if the team is doing well, do you sell more of that stuff? | 如果球队表现良好, 你卖更多的那些东西? |
| 370 | It's not like a minor thing. | 岂非小事. |
| 371 | It's a major thing. | 这是一件大事。 |
| 372 | So when a team is doing great, like PSG is | 所以当一个团队做得很好, 像PSG是 |
| 373 | performing, sales are exponentially higher. | 销售额以指数计更高。 |
| 374 | When a team is doing poorly, sales are exponentially | 当一个团队表现不佳时,销售量成指数 |
| 375 | worse. | 更惨 |
| 376 | And that's why our business is so unique. | 这就是为什么我们的生意如此独特。 |
| 377 | We build a business where everything is about | 我们建了一个生意 在那里一切都是有关 |
| 378 | speed to markets. | 快速到市场。 |
| 379 | When a player gets hurt, nobody wants that kid. | 当一个玩家受伤, 没有人想要那个孩子。 |
| 380 | But when they're hot, when they're | 但当他们热,当他们 |
| 381 | doing well, everyone wants this product. | 做得很好,每个人都想要这个产品。 |
| 382 | So we need to figure out how to make sure to take care | 所以我们得想办法确保自己能照顾好自己 |
| 383 | of the fan with whatever they need and whatever channel they want, whether it's at the venue, | 风扇需要什么 需要什么频道 无论是在会场 |
| 384 | whether it's high street, you know, in city retail, whether it's online. | 无论是高街,你知道, 在城市零售, 是否在线。 |
| 385 | What is it do you think about sports that drive spending in this way? | 你对以这种方式推动支出的体育有什么看法? |
| 386 | People might not have a lot | 人们可能没有太多 |
| 387 | of money in their pocket right now, but they seem to be still willing to spend on merchandise, | 他们现在口袋里的钱 但他们似乎还是愿意花在商品上 |
| 388 | replica shirts, collectible cards, all that sort of stuff. | 复制的衬衫,可以收藏的卡片, 所有这类的东西。 |
| 389 | You know, is it recession proof? | 你知道,这是衰退的证明吗? |
| 390 | Well, look, I don't think anything is recession proof. | 我不认为什么是衰退的证据 |
| 391 | That would be unrealistic. | 这样做是不现实的。 |
| 392 | But I'd say | 但我会说 |
| 393 | we're going to outperform during a recession. | 我们会在衰退期间表现优于以往 |
| 394 | Why? | 为什么? |
| 395 | There's a couple billion sports fans globally | 全球有几十亿体育迷 |
| 396 | who, you know, one of the most important things in their life is their sports team, their fandom. | 他们一生中最重要的事情之一 就是他们的体育队,他们的狂热 |
| 397 | And so, you know, I'd say to you, you know, how much time do you spend, you know, focused on the | 所以,你知道,我会告诉你, 你知道,你花了多少时间, 你知道,专注于 |
| 398 | teams that you love and you care about? | 你爱的团队,你在乎的? |
| 399 | You know, I'd say there's billions of obsessive sports fans | 你知道,我会说有数十亿 迷恋运动的球迷 |
| 400 | in the world, and that's what drives our entire business. | 这才是我们整个事业的动力 |
| 401 | Talk to me about the other stuff, things | 跟我说说其他的 |
| 402 | like the collectible cards. | 喜欢收集的卡片。 |
| 403 | I mean, this is an age old industry. | 我的意思是,这是一个古老的行业。 |
| 404 | I think they were first invented, | 我认为是第一次发明的 |
| 405 | what, in the 1800s, weren't they? | 什么,在1800年代,不是吗? |
| 406 | Still going strong today. | 今天还很强壮 |
| 407 | What is it about that part of the business | 那部分生意有什么关系? |
| 408 | that seems to do so well? | 这似乎做的很好吗? |
| 409 | I'd say it's doing substantially better today, and that's really | 我觉得今天好多了,真的 |
| 410 | because of the product innovation that Fanatics has created. | 因为Fanatics创造的产品创新. |
| 411 | It's because of the marketing that | 因为市场营销 |
| 412 | we've put behind this, and it's because of the athletes being so engaged and being so excited | 是因为运动员们太激动了 |
| 413 | about it. | 关于它。 |
| 414 | I mean, there's not a day that goes by where one of the top athletes in the world isn't | 我的意思是,没有一天可以走 在世界上最好的运动员之一不是 |
| 415 | hitting me about collectibles. | 打我关于收藏品。 |
| 416 | We started in 2022. | 2022年开始. |
| 417 | It was about a $500 million business the year | 年资约5亿美元 |
| 418 | before we kind of got started. | 在我们开始之前 |
| 419 | It's $5.5 billion this year, so 11 times in the past five years, | 今年是55亿美元 所以在过去5年里有11次 |
| 420 | and that's purely based on product innovation, marketing reach, and athlete engagement. | 这纯粹是基于产品创新 营销范围 以及运动员的参与 |
| 421 | These businesses, which ultimately is what these sports teams are, are increasingly global. | 这些企业,最终是这些运动队,越来越具有全球性。 |
| 422 | How do you cater for that, though? | 你如何满足它,虽然? |
| 423 | I mean, are you doing different products for different markets, | 我的意思是,你做不同的产品 不同的市场, |
| 424 | or is it one product that works all the way around the world? | 还是一个产品能在世界各地运作? |
| 425 | No, I think localization is really important. | 不 我觉得本地化很重要 |
| 426 | We'll even see what you do in each city for a | 我们甚至可以看看你在每个城市做什么 |
| 427 | team. | 团队。 |
| 428 | When we operate a flagship partner like Chelsea in London or PSG in Paris, you need to | 当我们在伦敦运营切尔西或巴黎PSG等旗舰伙伴时,你需要 |
| 429 | say, how do I service those fans everywhere in the world? | 说,我如何为世界各地的粉丝服务? |
| 430 | So just to put this in perspective, | 因此,只是把 这一点在角度上, |
| 431 | 100多个不同国家的客户直接从Fanatics购买PSG和Fanatics。 | |
| 432 | Chelsea. | 切尔西. |
| 433 | And we'll see the same thing with the NBA. | 而在NBA中也会看到同样的情况. |
| 434 | We'll see the same thing with the NFL, | 我们会看到同样的事情与NFL, |
| 435 | because these truly are global businesses, and what works in one market could be very different. | 因为这些公司确实是全球性的, 在一个市场里起作用的可能是截然不同的。 |
| 436 | I mean, you need to build products that are right for each market, and then you need to take | 我的意思是,你需要建立的产品 适合每个市场,然后你需要采取 |
| 437 | what's happening locally for each team and bring that to market as well. | 给每个团队都带来了什么 也带来了市场。 |
| 438 | And how do you stop it being just a case of sticking a logo on a bit of clothing? | 你如何阻止它只是 在一个小衣服上贴个标志? |
| 439 | Where do | 向甚么处. |
| 440 | you make that a genuine bit of merchandise, and not just, you know, we've stuck a logo on a hat | 你做了一点真正的商品, 不只是,你知道,我们已经在帽子上贴了一个标志 |
| 441 | and we're selling it at a premium price? | 我们以高价出售它? |
| 442 | Well, first of all, logo slapping, as we call that, | 嗯,首先, 标志扇耳光, 正如我们所说的, |
| 443 | doesn't work. | 没用的 |
| 444 | I think we need to challenge ourselves and all of the third-party vendors | 我认为我们需要挑战自己和所有第三方供应商 |
| 445 | we work with, because we work with 200 vendors that make merchandise that we buy from them as | 因为我们和200个卖家合作 做我们从他们那里买的商品 |
| 446 | well, in addition to the products that we design and develop and make ourselves. | 除了我们设计、开发、制造的产品之外 |
| 447 | We have three | 我们有三个 |
| 448 | million products that we sell today. | 百万种产品,我们今天销售。 |
| 449 | Each product has a, you know, a customer review, and we say, | 每个产品都有一个,你知道, 客户审查,我们说, |
| 450 | if the review is not high enough, we take it off the site. | 如果审查不够高, 我们把它从网站上删除。 |
| 451 | So we want customers to tell us what | 所以我们要顾客告诉我们 |
| 452 | they think. | 他们认为。 |
| 453 | And we're always pushing the products and have the best reviews and always looking to | 而我们总是推 产品和有最好的评论 并总是期待 |
| 454 | say, what should we not carry anymore? | 说,我们不该再携带什么了? |
| 455 | What are customers not like? | 顾客不喜欢什么? |
| 456 | And we've got to just really | 我们一定要... |
| 457 | listen to the fans. | 听歌迷们说 |
| 458 | Michael Rubin, good to talk to you on the programme this week. | 迈克尔·鲁宾 本周的节目 很高兴和你谈谈 |
| 459 | Thank you. | 谢谢 |
| 460 | Great to be with you, my friend. | 很高兴和你在一起,我的朋友。 |
| 461 | That's all for this week. | 就这周 |
| 462 | You can keep up to date with all the latest on the global economy | 你可以跟上全球经济的最新发展 |
| 463 | on the BBC News website and smartphone app. | BBC新闻网站和智能手机应用. |
| 464 | But until next time, thanks for watching, | 但在下次之前 谢谢你的观看 |
| 465 | and we'll see you soon. | 我们很快就会见到你的。 |
| 466 | Bye bye. | 再见 |
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