Chapter 94: Collision

“This is the largest endorsement deal in the history of European football—and indeed world football—achieved by the 18-year-old Ronaldo, setting a new record in football history!” The Dutch Telegraaf broke the story first.

An advertising endorsement fee of eight million U.S. dollars swept across European football like a storm, and with Ronaldo’s agents Martins and Pita stoking the flames, the incident was instantly ignited by the media.

“The new king of football?!”

The Milan Sports Daily also reported: “Ronaldo, who just transferred to PSV Eindhoven this year with an annual salary of only 400,000 pounds, has secured the largest endorsement contract in football history—a high-stakes gamble. Can he live up to this fee?”

“It’s utterly insane—we have no idea where this Shenzhou Digital Cordless Phone company came from, but now the entire football world knows its name. This is unquestionably the biggest gamble in football history!” reported France’s L’Équipe.

Germany’s Bild, in a joking tone, addressed the Bundesliga’s elite clubs: “The Bundesliga’s transfer target for next year has already appeared!”

“This is the most insane news of the year. Whether it’s a publicity stunt or genuine belief in this young player, we’ve now memorized the names Shenzhou Phone and Ronaldo.”

For Ronaldo, what he must do next is prove himself to the entire European football world—or he will become a global laughingstock.

“Of course, if Ronaldo truly becomes a superstar, then European players, you all owe Ronaldo thanks—he is to football what Jordan is to basketball, and he will usher in a new era of money-driven football!”

Kicker magazine also commented: If Ronaldo’s subsequent performance matches his endorsement value, it will cause advertisers to reassess the influence of European football, giving other stars and even entire leagues a chance to secure massive endorsement and sponsorship deals. A new era of football may be dawning.

The European football world erupted over Ronaldo’s massive endorsement deal, with all kinds of opinions: some called it a publicity stunt, others believed Shenzhou Digital Cordless Phone was emulating Nike’s historic partnership with Jordan—debates raged endlessly.

Yet the shockwave caused by Shenzhou Phone’s eight-million-dollar endorsement deal with Ronaldo had already begun spreading—from Europe to the Americas to Asia, the news traveled like wind.

Even in the Americas, where football held little interest for many, major sports and entertainment outlets reported the news immediately, drawing sharp attention from the American sports and entertainment industries.

At Ganjiang Publishing House, headquarters of China’s highest-circulation football magazine, Football Club, a staff member received a phone call and hurried to the office of Zhong Lifei, the editor-in-chief and magazine publisher.

“Chief, big news!”

Watching the staff member gasp for breath as he rushed in, Zhong Lifei poured him a glass of water. “Has the European transfer window closed? Did Vialli, Bamban, Baggio, or Carlos have a breakout game today?”

Since live broadcasts of European football matches were unavailable domestically, and only occasional VHS tapes of major European leagues were shown, magazines like Football Club regularly reported news and updates on top European players and clubs, helping domestic fans stay informed about global football developments and major events—making the magazine immensely popular.

Countless fans learned about world football through this single magazine, then argued fiercely over which of their favorite players was better, each refusing to yield—yet in this very atmosphere, countless young fans planted the seed of football in their hearts.

“None of those,” said the staff member, responsible for overseas media contacts, still panting. “It’s Ronaldo!”

“That Brazilian youngster our magazine reported on before—what happened to him?!”

Zhong Lifei recalled: Football Club had previously covered and summarized Europe’s new generation of stars, including Ronaldo, Beckham, Zidane, and Raul.

“He’s signed an endorsement deal…”

Hearing the first half, Zhong Lifei didn’t take it seriously. “That’s normal. More and more companies are seeking star endorsements now—they’ll earn more and more. Football is the world’s biggest sport.”

“Eight million U.S. dollars in endorsement fees!”

“How much?”

Zhong Lifei, who had just taken a sip of water, spat it out immediately, doubting he’d heard wrong. “How could he get eight million? Baggio never got anything close!”

“It’s true. Our source says Dutch Telegraaf, Milan Sports Daily, and other European media have already reported it. And the product Ronaldo endorses… is Shenzhou Digital Cordless Phone, a new product launched by our own domestic company, Dongling High-Tech!”

At this moment, Zhong Lifei’s mind was utterly scrambled—the words “Dongling High-Tech,” “Shenzhou Phone,” and “Ronaldo” spun endlessly in his head.

A domestic company had secured the world’s biggest football endorsement deal. No matter how he thought about it, Zhong Lifei felt it was surreal—eight million U.S. dollars! How many sacks of RMB would that fill? Just imagining it made his scalp tingle.

Zhong Lifei didn’t know whether to call Dongling High-Tech bold and ambitious—or reckless and foolish—for signing such a massive fee with a rookie player.

“Immediately produce a special issue reporting on Dongling High-Tech, Shenzhou Phone, and Ronaldo’s endorsement fee!”

“Also, send a few people to buy the fastest tickets to Hanxi—I’m going to interview Dongling High-Tech’s boss!”

This news was too shocking. Zhong Lifei knew that once published, it would explode into public frenzy—Football Club had to be the first to break it.

The next day, Football Club’s special issue was released. As China’s most influential and best-selling football magazine, its report that Ronaldo had earned eight million U.S. dollars to endorse Shenzhou Phone instantly ignited domestic public opinion.

On that day, Football Club’s sales set a new all-time record since its founding. All copies sold out immediately; even after multiple print runs, every issue was snapped up.

After Football Club’s report, sports media followed, then all other outlets began reporting as well. The endorsement amount was simply too outrageous—sixty-four million RMB spent on a single endorsement. Few cared about the ten-year payment plan; everyone remembered only the astronomical fee. To the Chinese public, this news was as unbelievable as a fairy tale.

The question of whether this endorsement was worth it—or even sensible—sparked fierce debate across Chinese media and society.

Some argued it was pure waste: spending such a sum on a celebrity was one thing, but on a greenhorn? Pure folly. And no Chinese brand had ever established itself overseas before—except for electronic pets.

Soon, someone spotted the blind spot: Shenzhou Phone and the wildly popular electronic pet were both developed by the same company. Conclusions quickly followed: Dongling High-Tech was spending this fortune to replicate the overseas success of the electronic pet. Yet many still doubted whether it could succeed.

Of course, there were supporters: Shenzhou Phone had broken new ground for Chinese companies. Whether it succeeded or failed, this move offered invaluable experience and precedent for future mainland companies seeking overseas markets—even if the cost was high.

But whether praised or criticized, the media storm had already spread Shenzhou Digital Cordless Phone’s name across nations. Even those uninterested in sports or football had seen or heard the name “Shenzhou” on TV, radio, newspapers, or magazines. Merely having heard the word “Shenzhou” and retaining a faint impression was enough.

Spending eight million U.S. dollars to advertise before football fans across dozens of countries—was it worth it? That would depend on how many Shenzhou Phones actually sold.

Amid the global clamor, Dongling High-Tech officially announced through multiple media outlets: Dongling High-Tech had developed the world’s first digital cordless phone, to be launched soon!

“European distributors are very interested in Shenzhou Phone. Many electronics retailers want to test a portion of the Shenzhou Digital Cordless Phones!”

Lu Chao called from Europe. The endorsement stunt had clearly worked—European distributors all wanted to try Shenzhou Phone.

“Send five thousand Shenzhou Digital Cordless Phones to Europe first—mainly to Britain, France, Germany, Italy, and the Netherlands.”

“Also distribute products in mainland China, Hong Kong, Japan, Singapore, and Korea. In Asia, use Ning’s Trading Company’s sales channels!”

“Advertising and promotion must keep pace!”

In Dongling High-Tech’s office, Li Dongling told Ren Yuefeng, Zhang Ao, Gao Peng, and others.

Dongling High-Tech had no stores or sales channels overseas and could only rely on Ning’s Trading and other distributors, while continuously pouring money into advertising. Even Ren Yuefeng and the others were uncertain how well the product would sell.

At that moment, Li Dongling’s desktop phone rang. After answering, he spoke to the caller: “Director Ning…”

Ren Yuefeng, Zhang Ao, and the others noticed Li Dongling’s expression change sharply upon hearing the caller’s words, then return to normal—but his voice carried a chill.

“Thank you for the reminder, Director Ning. I understand. Postpone the launch?!”

“No. Launch as scheduled. Whoever stands in the way of Shenzhou Digital Cordless Phone must be run over. Shenzhou has no retreat!”

After hanging up, Li Dongling saw the worried expressions on Ren Yuefeng and the others. He steadied himself and smiled. “It’s Siemens. They’ve claimed they developed the world’s first digital cordless phone.”

“What?!”

Hearing the name Siemens, Ren Yuefeng, Zhang Ao, and the others all looked stunned. This European giant’s reputation was too powerful. Its sudden appearance clearly signaled a direct challenge to Shenzhou Phone—how could they not be alarmed? Siemens was a century-and-a-half-old tech titan, on par with IBM.

(End of Chapter)