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三杯冰美式
三杯冰美式Vol.039|从CBA和咪咕聊起!为什么说顶级体育IP和球队是优质金融避险资产?进入2025-2026赛季,CBA版权市场发生了一次剧烈的震荡,这一震荡的核心不仅表现为长期合作伙伴咪咕视讯(以下简称“咪咕”)与CBA公司之间关于续约报价的“极难调和”的分歧,当美国NBA签下 11年 760亿 美元的天价合同,平均每年近70亿美元,我们中国的CBA却正在经历版权价值的“去泡沫化”——长期合作伙伴咪咕的报价从每年 4亿人民币 猛砍至 1.5亿,直接引发了一场用户只能看“图文直播”的闹剧。为什么在流媒体时代,收视率在下降,但顶级体育 IP 的价值却在不断飙升?NBA和英超这些顶级联赛到底掌握了哪些我们本土联赛没有的“增值密码”?本期节目,我们将围绕以下核心问题展开:1. CBA的转播权续约分歧究竟是怎么一回事?2. NBA和英超是如何通过赛事转播权的溢价销售,实现联赛和球队的增值的?3. 为什么说体育赛事,其实是一种金融避险资产?📸 节目主理人DAV嘉元、胖酥、怡疯娜💿 时间戳 01:27 本期核心话题:CBA 2025-26赛季转播版权纠纷,咪咕与CBA的续约谈判破裂。 02:00 价格落差:从上一份合同的“5年20亿”到咪咕新报价“5年7.5亿”,CBA难以接受。 06:25 导火索之一:CBA推出的“俱乐部杯”让咪咕感到权益受损(非独家、比赛含金量低)。【新玩家入局:抖音的流量逻辑】 09:03 抖音入局CBA转播:不是传统版权购买,而是“直播带货+比赛”的分成模式。 11:33 “同权同价”的争议:咪咕花大钱买版权,抖音却以低成本切入,导致咪咕失去独家优势。【估值与现实:爱马仕还是冰棍?】 16:26 市场定价权之争:在没有竞争对手(腾讯、优酷不接盘)的情况下,CBA失去了议价能力。 25:36 数据揭秘:中国体育付费会员基数极小(约2000万),且付费转化率低(约3%),无法支撑高额版权费。【历史的镜像:英超的崛起之路】 27:47 回顾当年PPTV买英超版权的泡沫破裂(版权费过高无法形成商业闭环)。 36:29 英超历史回溯:从1990年代的破败到全球商业领袖。 41:10 关键战役:天空电视台(Sky)与BSB的烧钱大战,默多克如何通过购买英超版权拯救了卫星电视业务。【对标顶级:NBA的商业护城河】 50:23 NBA新转播协议:11年760亿美元的天价合同,年均价值增长165%。 54:00 闭环效应:高转播费 -> 高工资帽 -> 球队估值提升 -> 吸引更好投资。 01:01:37 投资逻辑变迁:从“甚至不用买门票”的OTA模式到拥抱流媒体,以及允许私募股权基金入局NBA。 01:07:01 SMD概念(体育主题综合体):金州勇士大通中心案例,将球队做成房地产和娱乐综合体。【总结与反思:CBA的自我认知】 01:14:48 犀利点评:咪咕曾经是“恋爱脑”,现在清醒了;CBA仍沉浸在旧梦中,缺乏对自身价值的清晰认知。 01:17:08 球员与市场的错位:球员觉得自己值顶薪,但离开封闭市场后可能无人问津。OP/ED: 阳光彩虹小白马(Cover 大张伟)🛰️ 收听渠道小宇宙、喜马拉雅、蜻蜓FM、苹果Podcast、Spotify、网易云音乐、QQ音乐、豆瓣播客、新浪微博、虎扑播客等📮 联系邮箱欢迎将你的收听反馈告诉《三杯冰美式》,我们会认真阅读每一封来信。联系邮箱:rubydragon777@hotmail.com
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