While Gao Shen was coaching Real Madrid through the intensive La Liga winter schedule, Leeds United, led by Fernando Lucas and enlightened by Gao Shen over Christmas, began to adjust their direction and strategy. They achieved incredible results in just over a month.
Leeds United announced a three-party cooperation agreement with American online sports retail giant Fanatics and the famous British high street fashion brand Riverd.
Under this agreement, Leeds United will authorize Riverd to design the club's three home and away kits, as well as training wear and casual sportswear, including women's and children's lines for fans, along with other club apparel and souvenirs.
Once the designs are finalized, American sports e-commerce giant Fanatics will handle global sales.
This model completely overturns the traditional approach and creates what Real Madrid CEO Jose Sanchez called a vertically integrated kit manufacturing model.
In the traditional model, as with Real Madrid and Adidas, the club signs a sponsorship deal and receives an annual fee, then authorizes Adidas to design, produce, and sell the kits. The club only takes a share of the profits, while all aspects remain in the sponsor's hands, which is very unfavorable to the club.
Leeds United are now flipping that model.
Design is handled by a renowned British high street brand, sales by an American sports e-commerce giant. As for production, this is not a problem for the manufacturing powerhouse behind Gao Shen. The entire production chain is controlled by Leeds United, which is undoubtedly a subversion of the past.
For Riverd, which mainly targets men and women aged 18 to 35, their traditional channels will be accelerated online by partnering with Leeds United and Fanatics.
For Fanatics, whose main market is North America, they are determined to expand into Europe and Asia. Leeds United is an excellent breakthrough to enter Europe, especially the UK market.
More importantly, Leeds United also has extraordinary influence in Asia.
The only party that loses out here is Leeds United's kit sponsor Adidas. But Leeds are not a top club like Real Madrid, and Adidas has never focused on them, with limited resources devoted.
For example, all kits are standard templates.
Leeds United's withdrawal of the license will have some impact on Adidas, but overall it will not be significant.
Of course, if Leeds United's model succeeds, it will undoubtedly bring more pressure to Adidas, since clubs will have greater say.
This cooperation won high praise from Real Madrid president Florentino and CEO Jose Sanchez. They believe that if it succeeds, it will be a subversion of the current business model.
Gao Shen knows that Fernando Lucas achieved this result quickly because of Gao Shen's initial advice to change positioning and mindset, to regard the club as a platform, provide more services and value to sponsors, and create win-win outcomes.
This is undoubtedly a very good start.
The cooperation will begin next season. This summer, Leeds United will travel to the United States for the International Champions Cup. They will take the opportunity to hold a high-profile joint press conference in the United States with Fanatics and Riverd, inviting media and fashion outlets to open up the North American market.
Speaking of the International Champions Cup, the tournament also recently announced this summer's schedule.
Like last year, eight top European teams were invited.
The first edition was held hastily, and many giants were cautious, so enthusiasm was limited. After last year's successful event, the giants wanted to participate, but for various reasons, there are still eight teams this year.
Four Premier League teams are invited: Manchester United, Liverpool, Manchester City, and Leeds United.
Three Serie A teams: Inter Milan, AC Milan, and Roma.
Only one La Liga team: Real Madrid.
Barcelona chose to develop the Asian market on their own last year. They wanted to go this year but failed to get a place.
Leeds United benefited from last year's bargain and signed a three-year deal. They will participate again this year, on par with many top clubs.
This is also a huge boost for Leeds United.
Especially after broadening his thinking and adjusting his ideas, Fernando Lucas is ambitious about the North American market again. This time he vows to open a gap in North America and take a real bite.
…
On the evening of February 8, in the 23rd round of La Liga, Real Madrid faced Athletic Bilbao at home.
Gao Shen made major rotations, but they got off to a flying start.
Just 6 minutes in, Varane, who replaced Ramos in the starting lineup, launched a long pass from the back, aiming to put the ball behind Villarreal's defense, but it was intercepted by center back Dorado around halfway.
At that moment, Jese, who had just started, suddenly changed direction, intercepted, flicked it behind him, then burst forward at top speed, sprinted into the box, latched onto the ball, and finished one-on-one to open the scoring for Real Madrid.
After taking the lead, Real Madrid continued to intensify attacks down the right.
Jese was lively and growing in confidence.
First, in the 8th minute, he crossed from the right and almost assisted Dzeko for a headed goal.
Just one minute later, Real Madrid came again.
This time Pepe hit a long pass forward.
After Dzeko won the first contact, he cushioned it to Jese on the right.
The young Real Madrid forward drove forward, forcing Villarreal left back Costa to retreat step by step, eventually dropping into the box. Jese then whipped a low cross from the byline, and Dzeko arrived near the penalty spot to steer it into the net.
2-0.
Soon after, Jese broke through on the right again and delivered another cross from the byline. Dzeko met it at the near post and knocked it home.
3-0.
Villarreal pulled one back, but Real Madrid added two more in the second half, with Jese and Dzeko each scoring.
Dzeko completed a hat trick.
In the end, Real Madrid defeated Villarreal 5-1 at home.
Barcelona beat Sevilla 4-1 away thanks to a brace from Messi, plus goals from Sanchez and Fabregas.
But after this game, Sanchez, who had been in excellent form yet short of playing time, finally voiced dissatisfaction with Barcelona's situation and admitted he was considering leaving.
This triggered a strong reaction from the Catalan media, especially criticizing Sanchez's lack of loyalty.
Atletico Madrid, however, lost 0-2 away to Almeria.
Simeone's team dropped points again, closely related to the Copa del Rey schedule.
As Simeone himself said at the post-match press conference, the Colchoneros were determined to go all out at home against Real Madrid and overturn the 0-2 from the first leg at all costs.
Therefore, against Almeria, Simeone did not even start his main players.
But three days later, at the Calderon, Simeone was surprised again by Gao Shen's lineup.
Contrary to the caution shown in the first leg, Gao Shen launched a fierce start away from home. With two away goals in hand, most expected Real Madrid to sit in and counter. Instead, Gao Shen pushed forward and attacked, catching Atletico off guard and pinning them back.
In the 3rd minute, Di Maria dribbled on the right of the final third, drew a foul from Insua, and won a free kick.
Toni Kroos delivered, Cristiano Ronaldo rose for the header.
Di Maria, lurking behind the crowd, suddenly surged in, met Ronaldo's flick at the back post, and guided it in with his left foot, finishing a slick free-kick routine.
1-0.
Eight minutes later, Real Madrid built another attack in Atletico's half, particularly down Di Maria's right, which had become the most active zone.
While Atletico's players were focused on Di Maria, Modric, and Carvajal, no one expected Illarramendi, who replaced Xabi Alonso in the starting lineup, to time a run. He took two touches forward, then swung a cross to the far post.
Ronaldo burst through and headed in from close range before Atletico's defenders could react, steering it into the right side.
Goalkeeper Asenjo was shifting left, but Ronaldo went the other way, leaving him no chance.
2-0.
The Calderon fell silent.
After 11 minutes, Real Madrid had ended the tie.
The aggregate became 4-0, and anyone could see Atletico had virtually no chance to advance.
After two early goals, the tempo dropped.
Real Madrid eased off, focusing more on possession. Atletico also looked short on interest and fight.
With qualification unlikely, asking Atletico's players to press and battle was too much. Even Simeone seemed less animated on the touchline.
In the 29th minute, Di Maria drove into the box from the right and was tripped by Insua's tackle from the side and behind. Amid boos, the referee awarded a penalty.
Ronaldo converted to make it 3-0.
At 5-0 on aggregate, Atletico were completely desperate.
In the second half, Gao Shen made a series of substitutions, and Simeone had no intention of chasing. Both sides played out time in a scrappy finish.
Real Madrid eliminated their city rivals Atletico Madrid 5-0 on aggregate.
Barcelona took the lead away through Messi, but after Griezmann equalized, Real Sociedad launched a fierce counter and at one point looked like they might turn it around.
In the end, Barcelona drew 1-1 away at Real Sociedad and advanced 3-1 on aggregate.
As many expected, the two teams in the Copa del Rey final are indeed Real Madrid and Barcelona.
(To be continued.)
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