2019年经济学人 女子足球呈现大商机(1)

 

Business

来源于《商业》版块

Women’s football

女子足球

Net gains

净收益

Another female sport is becoming a big business

另一项女性运动正呈现大商机

“Is this how we should show up before you come to our games?” read the frustrated¹ slogan of the French national team, posing nude² during the women’s football World Cup in 2011. At this year’s tournament in France figures smashed records without such desperate measures. FIFA, the game’s governing body, estimates that it drew a total of 1bn viewers, up from 750m four years ago in Canada. The semi-final featuring England was the most watched television programme of the year so far in Britain. Some 14m Americans saw their team beat the Dutch 2-0 to win their fourth title on July 7th, more than tuned³ in to most basketball and baseball league finals.

“我们一定要这样，你才会来看比赛吗？” 在2011年的女足世界杯上，法国国家队拍摄了全裸写真。在今年法国世界杯上，没有采取类似的绝望措施，但却刷新了历史记录。据国际足联估计，本届世界杯总共吸引了10亿观众，高于四年前加拿大的7.5亿。到目前为止，英格兰队的半决赛是英国今年收视率最高的电视节目。7月7日，大约1400万美国人观看了他们的球队以2比0击败荷兰队，赢得了他们的第四个冠军，超过了观看大多数篮球和棒球联赛决赛的人数。

Sponsors have taken note. Visa, a payment- card network with a taste for supporting high-profile sports events, spent as much promoting it as it did on the men’s competition. Earlier this year Barclays, a bank, became the first ever title sponsor of the English Women’s Super League (WSL) in a deal said to be worth over ￡10m ($12.6m). On July 5th Alipay, China’s electronic-payments giant, announced a 1bn yuan ($145m) ten-year deal with the Chinese women’s football team.

赞助商已经注意到了这一点。Visa是一家喜欢支持高知名度体育赛事的支付网络公司，Visa在女子比赛推广方面的投入与在男子比赛上的投入一样多。今年早些时候，巴克莱银行成为英国女子超级联赛有史以来的第一家冠名赞助商，据说这笔交易价值超过1000万英镑(合1260万美元)。7月5日，中国电子支付巨头支付宝宣布与中国女足签订10亿元人民币(1.45亿美元)的十年合同

1 frustrated   

adj.挫败的，失意的，泄气的v.使不成功( frustrate的过去式和过去分词 )；挫败；使受挫折；令人沮丧

参考例句：

• It's very easy to get frustrated in this job. 这个工作很容易令人懊恼。
• The bad weather frustrated all our hopes of going out. 恶劣的天气破坏了我们出行的愿望。 来自《简明英汉词典》

2 nude   

adj.裸体的；n.裸体者，裸体艺术品

参考例句：

• It's a painting of the Duchess of Alba in the nude.这是一幅阿尔巴公爵夫人的裸体肖像画。
• She doesn't like nude swimming.她不喜欢裸泳。

3 tuned   

adj.调谐的，已调谐的v.调音( tune的过去式和过去分词 )；调整；（给收音机、电视等）调谐；使协调

参考例句：

• The resort is tuned in to the tastes of young and old alike. 这个度假胜地适合各种口味，老少皆宜。
• The instruments should be tuned up before each performance. 每次演出开始前都应将乐器调好音。 来自《简明英汉词典》