Mourinho earned half his salary with 4 days of promotion! 'Is Jose really expensive?'
While criticisms regarding the salary of Jose Mourinho, whom Fenerbahçe signed for an annual fee of 12 million euros, remain on the agenda, sports commentator and Habertürk columnist Serdar Ali Çelikler penned an article explaining how much it would have cost if Mourinho's 4 days had been an advertising campaign. Çelikler said, "Now tell me, is Jose really expensive?"
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Fenerbahçe's world-famous manager Jose Mourinho's cost has been revealed.
Responding to questions from İsmail Küçükkaya on Halk TV, Fenerbahçe President Ali Koç stated that Mourinho's cost is 12 million euros.
Writing an article on the subject titled "Mou is very expensive, man!", Habertürk columnist Serdar Ali Çelikler said, "On the day the Mou deal became official, I called a friend. I asked him this: 'If Fenerbahçe wanted to run a promotional campaign in Europe, for example, if they wanted to use the motto 'The World's Biggest Sports Club' in a promotional campaign and signed with very important influencer accounts, what would the cost be?' He set a 4-day campaign period and contacted 2-3 European agencies that possess software programs not available in Turkey and had the research conducted."
90 MILLION UNIQUE VIEWS IN 4 DAYS
The relevant section of Çelikler's article is as follows:
"A 4-day period was determined for the calculation: Friday, May 31, the day it was announced that Mourinho signed with Fenerbahçe + Saturday, June 1, the Champions League final + Sunday, June 2, the signing ceremony + Monday, June 3, 'the longest press conference of his career.'"
"In this 4-day calendar, the names Mourinho and Fenerbahçe generated 90 million unique views, specifically and predominantly from European users, starting with England, followed by Italy and Spain."
"FENERBAHÇE HAS DONE 5.5-7 MILLION DOLLARS WORTH OF ADVERTISING"
"Based solely on social media accounts and influencer impact, if Fenerbahçe wanted to do such a promotion, the AVE value (Advertising value equivalency used to measure the dollar value of media coverage of a PR campaign)..."
"In other words, the total advertising value equivalency used to measure the dollar value of the media coverage of a PR campaign would have been 2.3 million dollars. This figure is the cost that would have to be spent without using Mourinho."
"When you add to this what they call the 'Celebrity Effect'—the power of fame itself to influence—the average cost reaches a value between 5.5 and 7 million dollars."
"The programs used in the research are: Trendhero - Influencity - Upfluence - Hype Auditor.."
"In summary, with the transfer of Mourinho, Fenerbahçe has done 5.5-7 million dollars worth of advertising, without paying an additional fee, just by reaching 90 million Europeans on social media and based on just 4 days of broadcasts."
"IS JOSE REALLY EXPENSIVE?"
"These figures do not include the news and columns published in The Guardian, La Gazzetta dello Sport, Marca, or A Bola. TV broadcasts are not included at all. When you add those in, you calculate the promotional value Mourinho has added to Fenerbahçe. Now tell me, is Jose really expensive?"