Although the Chinese Football Association has finally opened the "team naming rights" of the Chinese Super League in the new season, it is less than a week before the start of the Chinese Super League, and the naming situation of the Chinese Super League is very pessimistic for the 16 teams in the Super League. As of the time of this newspaper, only the Henan team has the new crown sponsor "Du Kang", and the other 15 Chinese Super League clubs have not yet confirmed the title. Some clubs have even said they have little hope of finding a title sponsor for the new season. The lack of titles for Chinese Super League teams reflects two cruel realities: First, although many companies are facing various difficulties, more importantly, powerful companies still do not believe in Chinese football. Healthy. In the context of the poor performance of the national football team and the withdrawal of the Chinese Super League, China League and China B clubs, it will take a process to restore the confidence of enterprises in Chinese professional football, and this process will take a certain amount of time. Time. In addition, the current financial difficulties of the Chinese Super League have been going on for a long time and are likely to continue. In this case, it is difficult for many teams to get the full support of the local **, and the process of seeking development from the market will also be affected. Market confidence is limited. 
The Chinese Super League won the title of China Resources C'estbon, a subsidiary of the state-owned enterprise China Resources Group, but many Chinese Super League teams are still "unknown".
To date, one of the 16 Chinese Super League clubs has confirmed its team name, while the only club that has confirmed the team name is Henan FC. The title sponsor is Luoyang Dukang, a local time-honored liquor company. On February 5, Henan and Du Kang held an official announcement ceremony for title cooperation. According to this newspaper, in the whole negotiation process of the cooperation between Henan Club and Luoyang Dukang, the concepts and ideas of the two sides have a high degree of compatibility, so the cooperation between the two sides is progressing relatively smoothly. In addition to the main men's football team, the Henan team also advanced under the name of women's football. Now, the women's football team has also found a company that is interested, and the two sides are communicating on specific matters. Business CooperationThe business cooperation of Henan Club this season is mainly divided into four levels: main sponsor (provincial and municipal shareholders), title sponsor, senior partner, and official sponsor. At present, the main sponsor of the club, that is, the main body of provincial and municipal shareholders, has been determined; Title sponsor: Luoyang Dukang Holdings; In terms of senior partners, there are also 4 or 5 companies that are finalizing agreements, and the cooperation is basically more than one million; Nearly 10 companies as official sponsors. Overall, Henan Football Club's business cooperation and sponsorship system is relatively loose and healthy. From the leaked team's new season jersey**, we can see that the chest advertisement of the Henan team is Zhengfa Group + Yujian Group, and the back will be printed with Jiu Du Kang + Huahuaniu Dairy, while the old club Jianye Group will appear on the jersey as a bracelet. 
The Henan team sponsored by Luoyang Dukang is the only club in the Chinese Super League with the title of main team
Although the other 15 Chinese Super League teams except Henan have not yet found title sponsors, some of them have broken through themselves. Clubs such as Changchun Yatai, Beijing Guoan, Zhejiang, Shandong Taishan, Chengdu Rongcheng and Qingdao Manatee are expected to advance, although the difficulties faced by each club are different. At present, the advertising on the chest of Changchun Yatai jersey is "Jilin Bank + Yatai Building Materials", and the back advertisement is "Northeast **" In addition to these three companies, Changchun Yatai also has a jersey sponsor negotiated by the Chinese Super League. At this stage, the club has not yet introduced a title sponsor, but this work is ongoing. Beijing Guoan is actively negotiating naming rights with potential customers. In fact, Guoan Football Club, as a veteran team in the first year of the Chinese Super League, has a deep historical heritage, and the commercial value of the team winning the championship is also very high. Since the Chinese Football Association announced that it would allow the team to be named, many companies have paid attention to the issue of the national security team name. Currently, Beijing Guoan's chest advertising partner is JD.com, and the team's sponsors are China Mobile, Yili, China Telecom, China Construction Bank, Cammax, Ciming Medical Examination and Shenwei Lion. While actively looking for title sponsors, the club is also gradually developing other commercial projects around existing IP, such as IP cooperation for offline consumer activities, richer derivatives, etc., to increase the club's commercial monetization capabilities. 
The cooperation between Guoan and JD.com will continue, and another veteran team in Zhejiang is also targeting companies that are negotiating titles. In the new season, the sponsors of the team have not changed much, and the main sponsors are still Panasonic (China), Zhejiang Energy, Greentown China and Toshiba Air Conditioning. The club's cooperation matrix includes Fuxing Fuel, Oriental Yuhong, Kohler, Tsingtao Beer and many other enterprises. At present, Zhejiang Football Club is concerned about the reform of equity division. This work has been progressing relatively slowly, which has also led to a lot of work at the club not progressing well. The main task of Shandong Taishan is also equity reform, and the main problem is to solve the capital allocation ratio of shareholders. In terms of naming, chest advertising and back advertising, Taishan has completed the back advertising for well-known local liquor companies. In terms of title sponsorship and chest advertising, the club is still struggling to find a suitable target company. Chengdu Chengdu has the second football market in the Chinese Super League last season, and even the first in the true sense of the word. The Sichuan fans are very enthusiastic. The club does have an excellent fan base locally. At present, the club-related investment work is underway. As for Qingdao Manatee, there are currently companies interested in investing in naming rights and advertising boxes, but the club's negotiations with the company have not yet made substantial progress, and it is difficult to make a breakthrough. 
Manatee is also one of the few clubs that has been around for 30 years. The chances of the Chinese Super League succeeding in finding a title sponsor are now much reduced. At present, clubs that are unlikely to win the title include Tianjin Golden Gate Tigers, Shenzhen Xinpeng City, Wuhan Three Towns, Qingdao West Coast, Meizhou Hakka, Cangzhou Lions and other clubs. Tianjin Kinmen Tiger has now been arrested. While clubs can be sponsored by state-owned enterprises, it is difficult for these enterprises to become title sponsors. Clubs generally offer prizes through stadium advertisements and jersey advertisements. Of course, Tianjin Jinmen Tigers performed well last season and attracted a lot of attention and attention from businesses. After Jiuniu moved to Shenzhen, it theoretically has a broader investment environment. Previously, Shenzhen City gave strong support to the Xinpeng City Club, but because the club had just landed in Shenzhen, it took a lot of time and energy for the club to sort out the club's internal affairs and land the competition venue. Therefore, the title sponsorship and other investment promotion work has not been done well. In the first season after the relocation, Xinpeng City is likely to compete without sponsors and titles. The reality of the former Chinese Super League champion Wuhan Three Towns is that there are iterations of equity reform and it is difficult. No significant progress has been made in the cooperation with the title sponsors. At present, the club's main funding still comes from the support of the original investors. 
Meizhou Hakka has not even made progress in sponsoring jerseys, and there is no progress in the Meizhou Hakka team name advertisement, and there is no progress on the chest, back, and cuffs. If nothing else, the team should continue to run naked this year. In terms of stadium advertising, the club is in discussions with Meizhou City to find a way to dig and get the support of some local enterprises. Various things are being discussed right now. As a Chinese Super League promotion horse, Qingdao West Coast has received strong support from the city and county. However, the club has not made significant progress in terms of naming. Currently, most of the sponsorships we receive come from small sponsors. Cangzhou Lions currently don't have much in terms of titles, chest advertising, and back advertising. At the moment, the Cangzhou Lions are mainly focused on completing the transfer ban in order to strive for a merger with foreign players. As soon as the game in the stadium is over, the Cangzhou Lions have the energy to negotiate business cooperation. In addition to the above-mentioned teams, Shanghai Shenhua and Shanghai Port both have a strong background in local state-owned enterprises and have good living conditions. Neither club has announced the progress of the title sponsorship. Nantong Zhiyun has received support from Nantong City and Rugao City**. In addition, Fan Bing, the club's investor, has effectively helped the club survive and develop through many small sponsors. Therefore, Nantong Zhiyun is not in a hurry to give the home team naming rights.