经济学人:意大利足球 不仅仅是摆设

 　　Italian football

　　意大利足球

　　More than just trophy¹ assets

　　不仅仅是摆设

　　The country's largest clubs are belatedly becoming more businesslike

　　该国个大俱乐部的效率化进程姗姗来迟

　　FOR all their fans' passion, Italian football clubs struggle to make profits. In the 1990s Italy's Serie A was the most glamorous² and high-profile of Europe's five main football leagues; it has since fallen, in revenue terms, from second to fourth place. In this year's Football Money League, published on January 22nd by Deloitte, a consulting firm, three of the four Italian clubs in the worldwide top 20 dropped at least one position. However, there are signs of a turnaround in the clubs' fortunes.

　　尽管意大利球迷非常狂热，但是它的足球俱乐部依然难以盈利。在上世纪九十年代，意甲是欧洲五大足球联赛当中最富魅力、最高调的联赛；自此以后，它的收益能力就从第二位下滑到了第四位。1月22日，由德勤咨询公司发布的本年度足球财富榜里，在全球前20名之内的四所意大利俱乐部当中，有三所至少下降了一个位次。不过，俱乐部的命运有转机的迹象。

　　意大利足球 可可英语.jpg

　　Italy's league fell behind its peers partly because of the complacency of clubs' owners. Tycoons³ treated them as trophy assetsmore than businesses. The clubs suffered chronic⁴ losses and corruption⁵ scandals, and their stadiums were left to decay. But Italy's sustained economic downturn and the introduction by UEFA, European football's governing body, of rules to stop clubs habitually⁶ spending more than they earn, have been among the main reasons why a number of clubs have changed hands. Foreign investors⁷ are trickling⁸ in.

　　意大利联赛落于同辈之后的一大原因是俱乐部所有者的骄傲自满。业界大亨们将他们看作是身份的象征而不是一门生意。俱乐部遭受长期亏损以及腐败丑闻的影响，他们的体育场因此杂草蔓生。不过，大批俱乐部被转手的两个主要原因是：1、意大利经济的持续低迷；2、欧洲足球管理机构——欧足联引入了一系列规则来阻止俱乐部习惯性地入不敷出。外国投资者正慢慢涌向这一领域。

　　For those seeking to turn around a club's finances, one of the most important tasks is to boost match-day takings, which account for 11% of total revenues in Serie A, compared with 23% in both the English Premier⁹ League and the German Bundesliga. That means improving the match-day experience. However, few Italian clubs own the stadiums they play in, and unlike in Britain and Germany, where official encouragement and incentives¹⁰ have led to stadiums being upgraded, Italian ones largely remain in a poor state.

　　对于那些寻求扭转俱乐部财务状况的人来说，提高比赛日收入是最重要的任务之一。与英超和德甲的23%相比，比赛日收入占了意甲总收入的11%。这意味着要提高观赛日的体验。但是，少数意大利俱乐部拥有他们自己的场馆，与之不同的是，英国和德国的官方鼓励和激励措施使得足球场地可以得到翻新，而这些意大利的运动场馆大多状态不佳。

　　There is plenty of money coming in from television: the amount that broadcasters pay to show Italian football matches is second only to that in England. However, Italian clubs are missing a few other tricks. For instance, they do not get much from renting out VIP boxes at their grounds on match days: Italian businesspeople tend to take clients to dinner or the opera; and to persuade them to start bringing them to football matches, the facilities at grounds would need to be improved. Also, unlike England's top clubs, Italian ones have not been good at conning¹¹ their fans into buying overpriced team strips.

　　有一大笔钱来自电视：电视台转播意大利足球赛的付费金额仅次于英国。不过意大利俱乐部缺少一些其他的技巧。比如说，在比赛日里，他们不能从出租场地中贵宾包厢这一项上得到可观的收益：意大利商人往往邀请客户共进晚餐或者观赏歌剧；想让意大利人带客户来看足球赛的话，场地设施还需要好好改善。不仅如此，不同于英国的俱乐部，意大利俱乐部不擅长组织球迷购买高价的球衣队服。

　　But the tide could turn soon. Italy's top performer is Juventus, owned by the Agnelli family, whose forebears founded Fiat¹². The Turin-based club opened a new, 41,000-capacity stadium in 2011; it has since more than trebled its match-day revenues. Two other teams, Sassuolo and Udinese, have since embarked¹³ on revamping their stadiums, and AS Roma plans to build itself a new home on the outskirts¹⁴ of the eternal city.

　　但是这股浪潮即将被扭转。阿涅利家族祖先成立了菲亚特公司，而意大利的顶级球队尤文图斯就所属于这个家族。这个位于都灵市的俱乐部在2011年开放了一处可容纳41000人的新场地；这比比赛日收益的三倍还要多出部分。其他两支队伍，萨索洛和乌迪内斯队已经着手改造他们的体育馆了，而且罗马队打算在罗马市郊修建一处新的大本营。

　　Efforts are being made to earn more from foreign sources. Over the past five years the Supercoppa, the opening match of the season, has been played three times in China and once in Qatar. AS Roma, bought by a group of American investors in 2011, has since struck a ten-year kit-sponsorship deal with Nike. In 2013 Erick Thohir, an Indonesian businessman, acquired 70% of Inter¹⁵ Milan, bringing in a clutch of foreign executives to boost the brand globally: of Inter's 280m fans, 60% live in Asia, including 18m in Indonesia.

　　为了获取外国资源，意大利的俱乐部也是做足了努力。在过去五年中，作为赛季揭幕战的超级杯，已经在中国举办三次、在卡塔尔举办了一次。罗马队自2011年被一群美国投资者收购以后，就与耐克签订了为期十年的球衣赞助协议。在2013年，一位印尼商人雅立多斯获得了国际米兰70%的股份，并且带来了一众外国高管，他们打算将它打造成国际品牌：在国际米兰2.8亿球迷当中，60%居住在亚洲，其中1800万在印尼。

　　Harry¹⁶ Philp of Portland Advisers¹⁷, a consulting firm which advises on sports infrastructure¹⁸, predicts that more Italian football teams could soon be welcoming foreign investors. Their expertise¹⁹ in running a profitable business will be as welcome as their money.

　　波特兰顾问是一家专门为体育基础建设提供建议的咨询公司，它的雇员哈利·飞利浦预言，更多的意大利足球队将会欢迎国外的投资者。他们在管理盈利生意上的专业水准将和他们的投资一样大受欢迎。

1 trophy   

n.优胜旗，奖品，奖杯，战胜品，纪念品

参考例句：

• The cup is a cherished trophy of the company.那只奖杯是该公司很珍惜的奖品。
• He hung the lion's head as a trophy.他把那狮子头挂起来作为狩猎纪念品。

2 glamorous   

adj.富有魅力的；美丽动人的；令人向往的

参考例句：

• The south coast is less glamorous but full of clean and attractive hotels.南海岸魅力稍逊，但却有很多干净漂亮的宾馆。
• It is hard work and not a glamorous job as portrayed by the media.这是份苦差，并非像媒体描绘的那般令人向往。

3 tycoons   

大君( tycoon的名词复数 )； 将军； 企业巨头； 大亨

参考例句：

• The great tycoons were fierce competitors, single-minded in their pursuit of financial success and power. 企业巨头都是激烈的竞争者，他们一心追求钱财和权势。
• Tycoons and their conglomerates are even raising money again on international markets. 企业大亨们以及他们的企业甚至正再次从国际市场上筹集资金。

4 chronic   

adj.(疾病)长期未愈的，慢性的；极坏的

参考例句：

• Famine differs from chronic malnutrition.饥荒不同于慢性营养不良。
• Chronic poisoning may lead to death from inanition.慢性中毒也可能由虚弱导致死亡。

5 corruption   

n.腐败，堕落，贪污

参考例句：

• The people asked the government to hit out against corruption and theft.人民要求政府严惩贪污盗窃。
• The old man reviled against corruption.那老人痛斥了贪污舞弊。

6 habitually   

ad.习惯地，通常地

参考例句：

• The pain of the disease caused him habitually to furrow his brow. 病痛使他习惯性地紧皱眉头。
• Habitually obedient to John, I came up to his chair. 我已经习惯于服从约翰，我来到他的椅子跟前。

7 investors   

n.投资者，出资者( investor的名词复数 )

参考例句：

• a con man who bilked investors out of millions of dollars 诈取投资者几百万元的骗子
• a cash bonanza for investors 投资者的赚钱机会

8 trickling   

n.油画底色含油太多而成泡沫状突起v.滴( trickle的现在分词 )；淌；使)慢慢走；缓慢移动

参考例句：

• Tears were trickling down her cheeks. 眼泪顺着她的面颊流了下来。
• The engine was trickling oil. 发动机在滴油。 来自《简明英汉词典》

9 premier   

adj.首要的；n.总理，首相

参考例句：

• The Irish Premier is paying an official visit to Britain.爱尔兰总理正在对英国进行正式访问。
• He requested that the premier grant him an internview.他要求那位总理接见他一次。

10 incentives   

激励某人做某事的事物( incentive的名词复数 )； 刺激； 诱因； 动机

参考例句：

• tax incentives to encourage savings 鼓励储蓄的税收措施
• Furthermore, subsidies provide incentives only for investments in equipment. 更有甚者，提供津贴仅是为鼓励增添设备的投资。 来自英汉非文学 - 环境法 - 环境法

11 conning   

v.诈骗，哄骗( con的现在分词 )；指挥操舵( conn的现在分词 )

参考例句：

• He climbed into the conning tower, his eyes haunted and sickly bright. 他爬上司令塔，两眼象见鬼似的亮得近乎病态。 来自辞典例句
• As for Mady, she enriched her record by conning you. 对马德琳来说，这次骗了你，又可在她的光荣历史上多了一笔。 来自辞典例句

12 fiat   

n.命令，法令，批准；vt.批准，颁布

参考例句：

• The opening of a market stall is governed by municipal fiat.开设市场摊位受市政法令管制。
• He has tried to impose solutions to the country's problems by fiat.他试图下令强行解决该国的问题。

13 embarked   

乘船( embark的过去式和过去分词 )； 装载； 从事

参考例句：

• We stood on the pier and watched as they embarked. 我们站在突码头上目送他们登船。
• She embarked on a discourse about the town's origins. 她开始讲本市的起源。

14 outskirts   

n.郊外，郊区

参考例句：

• Our car broke down on the outskirts of the city.我们的汽车在市郊出了故障。
• They mostly live on the outskirts of a town.他们大多住在近郊。

15 inter   

v.埋葬

参考例句：

• They interred their dear comrade in the arms.他们埋葬了他们亲爱的战友。
• The man who died in that accident has been interred.在那次事故中死的那个人已经被埋葬了。

16 harry   

vt.掠夺，蹂躏，使苦恼

参考例句：

• Today,people feel more hurried and harried.今天，人们感到更加忙碌和苦恼。
• Obama harried business by Healthcare Reform plan.奥巴马用医改掠夺了商界。

17 advisers   

顾问，劝告者( adviser的名词复数 )； （指导大学新生学科问题等的）指导教授

参考例句：

• a member of the President's favoured circle of advisers 总统宠爱的顾问班子中的一员
• She withdrew to confer with her advisers before announcing a decision. 她先去请教顾问然后再宣布决定。

18 infrastructure   

n.下部构造，下部组织，基础结构，基础设施

参考例句：

• We should step up the development of infrastructure for research.加强科学基础设施建设。
• We should strengthen cultural infrastructure and boost various types of popular culture.加强文化基础设施建设，发展各类群众文化。

19 expertise   

n.专门知识(或技能等)，专长

参考例句：

• We were amazed at his expertise on the ski slopes.他斜坡滑雪的技能使我们赞叹不已。
• You really have the technical expertise in a new breakthrough.让你真正在专业技术上有一个全新的突破。