极目新闻评论员 屈旌

近日，一家名为“荷塘月色”的“足疗店”，宣布成为中超联赛沧州雄狮足球俱乐部官方赞助商，“足疗+足球”这一对奇妙的“组合”，立即引发球迷和网友的调侃，有球迷表示，“中超俱乐部看上去经营堪忧，什么钱都开始要了。”（据3月20日中国新闻周刊）

“荷塘月色”买下沧州雄狮队主场边广告位（受访人供图）

足球俱乐部是足球产业链上的重要一环，不管是不是中超联赛俱乐部，要想正常运营下去，商业赞助都是不可或缺的。本地商家赞助本地足球队，其实是非常正常的商业行为。俱乐部能够得到资金支持，给球员提供更好的训练条件，帮助球员提高技术水平；赞助商也能够借用足球的影响力，通过足球媒介推广自己的产品、服务，助力家乡足球的进步和发展，明明是一件双赢的好事，为什么会引发争议？

看了一下网友评论，除了一些将“足疗”和足球水平挂钩，玩梗调侃的言论外，争议主要集中在两点。

其一，不少人还是对足疗行业有偏见，认为其服务意味太浓厚，部分商家有一些“擦边”行为，不是什么“正经生意”。但其实，正规的足疗保健企业早已遍地开花，足疗养生服务深受消费者青睐，消费群体遍布各个年龄层，不管是打工人还是老板，不管是年轻人还是长辈，身体不舒服，感到疲惫的时候，去足疗店按一下，早已是很常见的休闲方式。据相关数据统计，2022年中国足疗保健市场规模约为4432.4亿元，消费人次31.89亿人次，整个行业产业链结构清晰，发展逐渐标准化、规范化、品牌化，只要这家足疗店是诚实守信、依法经营，赞助本地的足球俱乐部又有何不可？

其二，部分网友误解了赞助和冠名的性质，以为只要这家足疗店赞助了，足球队就会冠上其名字，会显得过分商业化，失去了竞技体育的纯粹性。这个真的不必担心，这家足疗店只是买下了沧州雄狮俱乐部主场沧州体育场场边LED电子显示屏的一块广告位，为期一个赛季，出资并不是巨额，也没有冠名的相应要求。而且，中国足协对于俱乐部冠名有清晰的规定，并不是所有企业都可以冠名，球迷大可不必如此敏感。

客观而言，情怀确实不能当饭吃，足球俱乐部的生存和发展，需要商业赞助的投入，一些商家内心对足球有热爱，对中国足球有期盼，愿意出钱出力来支持家乡的球队，应该鼓励和点赞，而不是泼冷水。而且，比起一个大金主大包大揽，拿出巨额资金投入之后，对俱乐部干涉过多的状况，这种“多多益善，少少无拘”的赞助方式，更加灵活和包容，更有“团结就是力量”的热血感，也更有利于破除“金元足球”的弊端，让地方俱乐部的商业运营更加务实和接地气。

当下，各地的队伍都在积极争取各种商业合作伙伴，区域性企业的赞助商并不在少数，西安本地火锅品牌“京华源”铜锅涮肉成为了西乙新军西安崇德荣海俱乐部的官方赞助商，山东泰山队的球衣背后就印上了颇具济南特色的“趵突泉酒业”，青岛海牛俱乐部就曾经探索在主场比赛的时候现场售卖本地农产品和啤酒，济南本地的奶茶品牌也在本赛季成为山东泰山俱乐部赞助商，可见赞助商本土化、轻量化，是目前中超球队运营的一个趋势。

所以，足疗店赞助中超球队，也不是什么值得大惊小怪的事，正如一些网友所言，足疗可以缓解压力，强身健体，赞助足球队，怎么不算“专业对口”呢？希望之后中国的足球联赛质量能够不断提升，整个足球行业能够稳定健康地发展，与大小赞助商一起进步，一边发展足球运动，一边还能拉动地方经济，何乐而不为！

（来源：极目新闻）

新闻译文：

Jimu News Commentator Qu Jing

Recently, a "foot therapy shop" called "Lotus Pond Moonlight" announced that it has become the official sponsor of Cangzhou Lions Football Club in the Chinese Super League. The wonderful combination of "foot therapy+football" has immediately sparked ridicule from fans and netizens. Some fans have said, "The Chinese Super League club seems to be struggling with its operations and is starting to demand money." (According to China News Weekly on March 20th)

"Lotus Pond Moonlight" Buys Cangzhou Lions' Home Side Advertising Space (Image Provided by Interviewee)

Football clubs are an important part of the football industry chain. Whether it is a club in the Chinese Super League or not, commercial sponsorship is indispensable for normal operation. Sponsoring local football teams by local businesses is actually a very normal business behavior. The club can receive financial support, provide better training conditions for players, and help them improve their technical level; Sponsors can also leverage the influence of football to promote their products and services through football media, helping the progress and development of football in their hometown. Although it is a win-win situation, why has it sparked controversy?

After reading the comments from netizens, apart from some comments that link "foot therapy" to football level and make jokes, the controversy mainly focuses on two points.

Firstly, many people still have prejudice against the foot therapy industry, believing that its service meaning is too strong, and that some merchants have some "borderline" behavior, which is not a "serious business". However, in fact, legitimate foot massage and health care enterprises have already blossomed everywhere, and foot massage and health care services are highly favored by consumers. The consumer group is spread across all age groups, whether it is workers or bosses, young people or elders. When feeling unwell or tired, going to foot massage shops has become a common way of leisure. according to relevant data statistics, the size of China's foot massage and health care market in 2022 is about 443.24 billion yuan, with a consumption of 3.189 billion people. The entire industry chain structure is clear, and development is gradually standardized, standardized, and branded. As long as this foot massage shop is honest, trustworthy, and operates in accordance with the law, why not sponsor local football clubs?

Secondly, some netizens have misunderstood the nature of sponsorship and naming, thinking that as long as this foot massage shop sponsors, the football team will be named after it, which will appear too commercialized and lose the purity of competitive sports. There's really no need to worry about this. This foot massage shop just bought an advertising space for the LED electronic display screen on the edge of the Cangzhou Stadium, the home ground of Cangzhou Lions Club, for a season. The investment is not huge, and there are no corresponding requirements for naming. Moreover, the Chinese Football association has clear regulations on naming clubs, and not all companies can do so. Fans do not need to be so sensitive.

Objectively speaking, emotions cannot be eaten as a meal. The survival and development of football clubs require investment in commercial sponsorship. Some businesses have a passion for football and hope for Chinese football, and are willing to invest money and effort to support their hometown teams. They should be encouraged and liked, rather than throwing cold water. Moreover, compared to a situation where a large financier takes over everything and invests a huge amount of money, interfering too much with the club, this "more is better, less is less restrictive" sponsorship method is more flexible and inclusive, and has a more passionate sense of "unity is power". It is also more conducive to overcoming the drawbacks of "golden football" and making the commercial operation of local clubs more practical and down-to-earth.

At present, teams all over the country are actively seeking for various business partners, and there are not a few sponsors of regional enterprises. Xi'an local hot pot brand "Jinghuayuan" copper pot instant boiled meat has become the official sponsor of Xi'an Chongde Ronghai Club, a new Western Second Army. The Mount Taishan team's jersey is printed with "Baotu Spring Wine" with Jinan characteristics. Qingdao Manatee Club has explored selling local agricultural products and beer on the spot during the home game. Jinan local milk tea brand has also become the sponsor of Mount Taishan Club in Shandong this season. It can be seen that the localization and lightweight of sponsors are a trend of the operation of the CSL team at present.

So, sponsoring Chinese Super League teams with foot therapy shops is not a big deal. As some netizens have said, foot therapy can relieve stress, strengthen the body, and sponsor football teams. Why not consider it a "professional match"? I hope that the quality of China's football league can continue to improve in the future, and the entire football industry can develop steadily and healthily. We can progress together with sponsors of all sizes, while developing football and driving local economy. Why not do it!

(Source: Jimu News)

重点词汇

• 极目 〈书〉look as far as the eye can see

• 新闻评论员 news analyst

• 荷塘 lotus pond ; lotus-covered pond

• 足疗 pedicure

• 足球俱乐部 football club ; AFC ; Association Football Club

• 官方赞助商 official sponsor

• 新闻周刊 Newsweek ; News Week

• 产业链 Industry Chain ; Industrial Chain

• 是不是 whether... or not ; isn't it? ; All right.

• 足球队 football team ; football/soccer team

句子成分分析：

[Moreover], the Chinese Football Association has clear regulations [on naming clubs], || and not all companies can 

do [so].Fans do not need to be so sensitive.

句子语法结构详解：

(has 为 have 的第三人称单数形式。)

* has 为谓语，采用一般现在时。动词采用第三人称单数形式。
* naming 为动名词。
* and 为并列连词，连接并列句。
* 第1个 do 为谓语。
* 第2个 do 为助动词。
* need 为谓语，采用一般现在时。
* to be 为不定式，作宾语。
* be 为系动词。
* sensitive 为形容词作表语。
* can 为情态动词。the 为定冠词。

句子相关词汇解释：

Vocabulary:

句子成分分析：

[At present], teams (all over the country) are [actively] seeking for various business partners, || and there are not 

a few sponsors (of regional enterprises).

句子语法结构详解：

* 第1个 are 为助动词。
* seeking 为谓语，采用现在进行时。
* and 为并列连词，连接并列句。
* there 引导 there be ... 句型, 表示“有”的意思。
* 第2个 are 为系动词作谓语，采用一般现在时。
* the 为定冠词。

句子相关词汇解释：

Phrase:

Vocabulary:

http://www.busyword.com/floccules
http://www.busyword.com/defend
http://www.busyword.com/chicken powder
http://www.busyword.com/crookedly
http://www.busyword.com/nuclidic
http://www.busyword.com/knolls
http://www.busyword.com/ripen
http://www.busyword.com/epigon
http://www.busyword.com/mental age
http://www.busyword.com/hard-drinking
http://www.busyword.com/humanities
http://www.busyword.com/lufthansa
http://www.busyword.com/employee
http://www.busyword.com/calceolarias
http://www.busyword.com/Swiss
http://www.busyword.com/defogged
http://www.busyword.com/nods
http://www.busyword.com/Meath
http://www.busyword.com/typedef
http://www.busyword.com/slowly

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