A couple of days ago, Paytm went from being a ‘own at any cost stock’ to a ‘avoid at any cost stock’.

In a dramatic turn of events, Paytm — touted, by the punters, as the IPO you could bet your house on — closed its first day as a publicly-listed company 27% lower than its issue price. Retail investors experienced a hard-landing as the market rudely tipped the stairway sideways. A stairway, you say? To where? This metaphor needs some explanation. You see, these are stairways to those magnificent castles-in-the-air (also known as blitz-scaled companies) : with magical gardens where unicorns, with pristine ivory-like horns, prance around.

The “Hot Hands” fizzle out

Retail investors, who had waltzed up these stairways earlier this year, with Nykaa and Zomato, thought they had the “hot-hands” going into the listing (“hot hands” also known as the “hot hand fallacy”, is a cognitive bias that a person who experiences a series of successful outcomes has a greater chance of success in their further attempts. The concept is often applied to sports and originates from basketball, where a shooter is more likely to score if their previous attempts were successful, i.e. while having “hot-hands”).

Paytm’s allure could also have been due to the massive step-up in stature, the company’s founder wanted this to be India’s largest listing and for the merry, wave-surfing retail investor it was the perfect moment to transition from ‘bet your car on Zomato’ to ‘bet your house on Paytm’. As we know by now that did not go well. The stock’s plunge wiped out INR 38,000 crore from the firm’s market value by close of its listing day! You can be certain that tens of thousands of retail portfolios would have tripped through margin and liquidation triggers — since these sell-on-listing tactics are usually fuelled by heavily leveraged subscription bids — and losses would have been realised. Retail investors who went into their subscriptions without borrowed funds would not have fared any better. Most of them will now continue to hold onto their loss-making positions hoping the stock price improves to their anchor points: Say, INR 1900 – 2150 levels across time. As a result, if institutional investors and mutual funds decide that the best course here would be to ‘HOLD’, then you may notice a significant drop in the trading volumes as well over the short-term.

What went wrong?

The most obvious reasons for the bust are: the stretched valuation going into the listing and a proliferation of non-core businesses.

There has been a lot of press on Paytm’s ‘inability to generate profits’ going into the listing. This is true but not really out-of-the-ordinary when looked at, in the context, of IPOs over the last few years globally. In the US, the rapid ascent of SPACs means “product readiness” may be enough for a firm to IPO (In February 2021, Lucid Motors struck a SPAC deal to go public with $24 billion valuation. The company aims to deliver 577 units — yes, that is 577, I haven’t omitted any 0’s at the end of that number — of their flagship-product Lucid Air by this year end). A lack of profitability shouldn’t be worrying if long-term investors are seeing clear runways of growth.

These runways of growth may be quantified through either non-linear top line growth — at least 40% compounded — or an exceptionally large Total-Addressable-Market (TAM).

Paytm — and rivals Google Pay and Walmart-backed PhonePe — operates in a payments market that is, according to a Credit Suisse report, expected to be worth $ 1 trillion in the next 3 years, up from $ 200 billion in 2020. This means the addressable market — despite the presence of deep-pocketed rivals and the entry of new players like Facebook — isn’t as much of a concern. The elephant in Paytm’s payments arena appears to be its flat-lining topline. Revenue from operations barely moved the needle: from INR 32.3 billion on March 31, 2019 to INR 32.8 billion on March 31, 2020. Revenue from operations slips further considerably on March 31, 2021 to INR 28.02 billion.

To attribute this decline in “Revenue from operations” effectively, it is useful to look at how Paytm segregates its revenues

Paytm segregates its revenue from operations under two revenue lines:

  • Payment and Financial Services
  • Commerce and Cloud Services

For its payment services, its generate revenues from:

  • The transaction fee charged to its merchants based on a percentage of GMV
  • Consumer convenience fees charged to its consumers for certain types of transactions
  • Recurring subscription fees from merchants for certain products and services, such as Paytm Soundbox and POS

For its financial services, Paytm primarily generates revenue from the distribution of services and products — insurance and wealth management — through its platform. Additionally, through Paytm Money, Paytm earns float income on funds that its customers keep in their brokerage accounts. The financial services business is a recent one, operates in an intensely competitive environment with practically non-existent barriers to new entrants, and currently constitutes a small percentage of Paytm’s total revenues.

Paytm’s revenues from “Commerce and Cloud Services” has also declined considerably from INR 15.36 billion in 2019 to INR 6.9 billion in 2021. (While Paytm hasn’t split this figure between Commerce and Cloud, I suspect the severe compression in revenues here has come from a significant contraction in the Commerce GMV).

The Gross Merchandise Value (GMV) is an incredibly important metric for payments and e-commerce firms alike since it is the clearest indicator of the size of the prize. Paytm’s sluggish GMV growth on payments — note that this is different from the Commerce GMV I referred to earlier — appears to be the weakest link in the long term narrative for this stock. The firm cherry-picked the growth in payments GMV for the three months ended June 30, 2021, highlighting 110.6% growth when compared to the same time in the previous year. You may well remember that the 3 months ended June 30, 2020 period perfectly captures the time-slice when consumers and businesses alike were locked up by governments worldwide. A look at the annual growth figures shows how actively competition — and possibly the increase in cash transactions, more on this later — is whittling away the Payments GMV pie. Annual Payments GMV growth has dropped like a stone: from 95.9% in 2019 to 33% in 2021.

Cash making a return?

If demonetization was the tailwind that propelled Paytm out of the blocks in 2016, then the return of cash could be the kind of headwind that long-term Paytm investors may need to be wary of. Cash in circulation as a proportion of GDP was at 14.5% for FY 2020-21, as per RBI data released on October 29, 2021. This is significantly up from 10.7% of GDP in FY 2017-18. The spike could be temporary if this ‘dash to cash’ is a result of the pandemic; and not due to the consumer and the merchant colluding to evade the GST. However, if this trend — of rising cash in circulation — shows signs of permanency, then not just Paytm but the Payment Industry in general will need to revise their hyper-growth projections downward.

Is there a silver lining?

Paytm remains a promising stock and nothing can take away from their meteoric rise and the exceptional role the firm played in a post de-monetized India. While the flat-lining topline is a cause of concern, the firm looks very good on its expense management. The firm has smartly moved into the green on Contribution Profit — A non-GAAP financial measure. Paytm defines Contribution profit as revenue from operations less payment processing charges, promotional cashback, incentives expenses and other variable expenses. This implies the firm is on top of its variable expenses. Sustained higher Contribution Margins — Paytm has turned around a negative 61.8% Contribution Margin in 2019 to a 12.9% Contribution Margin in 2021 — will help the management focus better on managing fixed costs over the medium term. Anchor Investors need to be anchored in for longer

Coincidentally, as I write this, a news alert pops up on my news terminal — SEBI likely to quiz investment bankers on Paytm’s listing fiasco. The regulator is reportedly keen to probe irregularities in the trading pattern on listing day. Alongside this investigation, SEBI is also looking to review some of the current regulations around IPOs. Interestingly, SEBI published their discussion paper on 16th November, 2021 (a couple of days before Paytm listed) proposing a raft of measures including this proposal: at least 50 per cent of the anchor book have a lock-in of 90 days. Paytm had allotted shares worth INR 8,235 crore to Anchor Investors a day before its IPO opened. Under current regulations, these Anchor Investors are free to sell their shares after a lock-up of 30 days. This could intensify price-weakness, in the comings days, in a stock that’s already under the pump.

By

Avinash Menon, CFA

Founder and CEO,

52 Seconds Capital Limited

Other New Articles

Shares of both Farfetch and Richemont surged yesterday after both companies confirmed they are in advanced talks on an expanded partnership.

The focal point of the expanded partnership : a potential merger of the companies’ marketplaces.

The news — when it broke out — wasn’t unexpected.

Richemont — the owner of luxury brands like Cartier, Peter Millar, and Montblanc among others — had always struggled to create ‘the network effect’ on Yoox-Net-A-Porter (YNAP), their luxury e-tailer platform. (Richemont acquired YNAP in June 2018; this acquisition was its largest ever).

Collaboration among competitors is rooted in trust

Any form of collaboration among competitors or peers is based on the premise that none of the competitors gain a competitive advantage after agreeing to collaborate.

In its most common form, Competitive Collaboration is used to solve a common pain-point. Like regulations. A recent example of this was when, last year at the height of the pandemic, cruise rivals, Royal Caribbean Cruise and Norwegian Cruise, collaborated to lobby the CDC for a relaxation of the CDC guidelines to enable cruises to restart stalled operations.

Richemont’s problems around creating growth runways for YNAP appears to be trust-related: Some luxury brands were reluctant to join YNAP given that the platform is controlled by a competitor (Richemont).

The announcement yesterday of a potential merger between YNAP and Farfetch creates ‘neutrality’ and augurs well for Richemont and the ‘hard-luxury’ — watches and jewelry — industry as a whole.

By

Avinash Menon, CFA

Founder and CEO,

52 Seconds Capital Limited

Other New Articles

Yesterday, T. Rowe Price — founded in 1937, with $ 1.52 trillion in AUM — announced their plans to acquire Oak Hill Advisors, a leading Alternative Credit Manager with $53 billion in AUM. T. Rowe will fund the acquisition with 74% in cash and 26% in T. Rowe Price common stock for a total price of $3.3 billion. Additionally, the deal also has a sweetener for Oak Hill Advisors: a reward of $ 900 million in cash if certain performance milestones are met by 2025.

The acquisition price here works out to ~ 6% of Oak Hill’s AUM and at first look may appear expensive: Franklin Templeton acquired $804 billion in AUM from Legg Mason in a $4.5 billion all-cash transaction early last year. The FT acquisition price translates to roughly 50 bps on the target’s AUM.

Has T. Rowe overpaid?

This is the classic ‘Price Vs. Value’ debate that usually T. Rowe solves for its clients!

The markets did not seem to think T. Rowe overpaid: the stock was up 5.6% yesterday despite the Baltimore-based firm reporting net revenues that missed average analyst estimates and net outflows of $ 6.4 billion.

Lets delve into the mental-make up of the acquirer and perhaps therein lies the clues to this acquisition: T. Rowe has remained as sure-footed as the Big-horn Sheep in the active-management space for decades now and has steered clear of any forays into the index-hugging world of passives. Active Management is a tough terrain to continue to be on especially when looked at in the context of the rapid ascent of peers like Blackrock, Vanguard and Fidelity who straddle both passive and active-management.

T. Rowe’s acquisition does not appear to be ‘cost-synergies’ focused — unlike the FT-Legg Mason deal where cost-synergy was one of the key factors — but is instead an attempt to add breadth to its product range by adding the Alternative Assets Product Range from Oak Hills which includes: Private Markets, Liquid Strategies and Structured Strategies. These incremental products are also expected to improve fee margins since they have ‘performance fees’ and ‘carried interest’.

As the tailwinds continue to build up for the Alternative Assets space — with blue chips turning expensive and value-investing filters returning very few opportunities — this acquisition also appears timely and essential.

Long-term stockholders — T. Rowe is a dividend aristocrat that has increased its dividends for 35 consecutive years — will do well to wait and watch; as the Big-Horn Sheep attempts to bound up the slippery mountain slope of the Asset Management industry.

By

Avinash Menon, CFA

Founder and CEO,

52 Seconds Capital Limited

Other New Articles

Novi : Robust Use-Case, Strong USPs

Novi Financial, a subsidiary of Facebook, today announced the roll out of its digital wallet app in the US-Gautemala remittance corridor. For the pilot, Novi announced two new partners: Coinbase (for custody solutions) and Paxos (for their USDP Stablecoin). Novi’s use case is robust: an estimated 1.7 billion people worldwide could have access to safe and affordable financial services through smartphones if the right digital financial architecture is created.

Novi also defines some clear USPs for its digital wallet:

  • Affordable (no fees, no mark-up)
  • Safe (technology powered by blockchain, fraud-protection)
  • Ease (sending money is as easy as sending a message on Whatsapp or Messenger)
  • And finally, Speed (instant transfer, less than a second)

Keeping track of the changing profile pictures

The Novi project’s journey from ideation to pilot has seen some identity reboots among the partners: Novi was earlier known as Calibra; USDP was earlier known as PAX and yes, the most popular of them all: Libra — Facebook’s original crypto play — is now known as Diem.

Funnily enough its DIEM that appears to be have been ‘unfollowed’ (isn’t that usually a precursor to an ‘unfriend’ request?) as Facebook’s Novi chose Paxos’ USDP instead as its stablecoin.

David Marcus, Head of Novi, did indicate — both in the press release as well as in series of tweets — that Diem remains an integral part of Novi’s plans. This is what he said:

Our support for Diem has not changed. We see great value in the way Diem is designed with robust protections for consumers and controls to combat financial crime. We intend to migrate Novi to the Diem payment network once it receives regulatory approval. The goal for Novi has been and always will be to be interoperable with other digital wallets and we believe a purpose-built blockchain for payments, like Diem, is critical to deliver solutions to the problems that people experience with the current payment system.

Why did Novi choose Paxos’ USDP over Facebook’s Diem?

Let’s flip the calendar back a bit. Libra (now Diem) was announced as a Cryptocurrency way back in 2019. Shouldn’t Libra (now Diem) then have been the first choice stabelecoin for Novi’s digital wallet?

This isn’t an easy one to explain. The technology and motives behind the Libra announcement were crystal clear. Facebook’s vision of a world in which everyone on the planet is included in the financial system was audacious. The devil may have been in the details though and in execution. Libra was nothing short of a new world order. Based in Geneva, with 28 founding members that included the likes of Visa, Mastercard, Paypal, Uber and Lyft among others, the Libra’s value was tied to a basket of currencies that included the USD, GBP, EURO, CHF and JPY.

In hindsight, this appears to have been a major design flaw and could have been the reason for the rapid ascent and adoption of other stablecoins like: Circle’s USDC, Tether’s USDT and Paxos’ USDP. All three stablecoins were created with the simpler design of a 1:1 peg with the USD.

Paxos’ USDP appears to have pipped the other two to Novi’s post — yeah, we are still punning social media 🙂 — on the basis of its significant regulatory attributes. Paxos’ 1:1 stablecoin peg — 96% in USD Cash and Cash Equivalents — is as close to 1:1 as it gets.

The Novi shift to Diem may eventually happen — in May 2021, Diem announced plans to launch a USD stablecoin which it plans to manage against USD reserves — but Paxos’ selection for the pilot is a ‘click-the-like-button’ moment for all cryptofirms that prioritize high standards of self-regulation and customer protection.

By

Avinash Menon, CFA

Founder and CEO,

52 Seconds Capital Limited

Other New Articles

The battle — ongoing since August 2020 — between Epic Games and Apple saw an unexpected twist last Tuesday after Microsoft stepped onto the turf, extending a timely shield potion to Epic Games: Microsoft said its bringing Epic’s storefront to its very own app store. That wasn’t all. The company also said it would not take a cut from Epic if the gaming firm directs gamers to its own payment systems.

This is a significant development for the app development industry as a whole.

David Vs. Goliath

Gamers would recall the ‘David Vs Goliath’ moment from last year when Epic — the makers of the popular video game Fortnite — sued Apple after the Cupertino-based smartphone manufacturer booted out Fornite from its App Store. The trigger for this? Epic introduced a direct payment option that helped Fortniters bypass the App Store and complete their payments outside the App Store.

Apple and Google charge between 15% and up to 30% on in-app purchases.

The legal wrangle lasted for more than an year until — on September 9th 2021 — Judge Yvonne Gonzalez Rogers issued an order that allows app developers to add ‘buttons, external links, or other calls to action that direct customers to purchasing mechanisms’ into their apps. Recall that Epic had filed an ‘anti-trust’ lawsuit against Apple; and, while the Judge did rule in Epic’s favor on the payment related point, Apple — despite getting nicked — appears to have emerged victorious since the ruling labelled its conduct ‘anti-competitive’ and not ‘monopolistic’.

But that nick counts. Epic plans to appeal the ruling.

Microsoft extending a shield potion to Epic Games is not a conscientious act

In a move that may have wider ramifications for the Epic-Apple appeals, Microsoft, last Tuesday, also said it would “allow third-party storefront apps to be discoverable in the Microsoft Store on Windows.”

Microsoft possibly sees the writing on the (garden) wall earlier than Apple and Alphabet; and, sees its store launch on October 5th 2021 as an opportunity to build on its promise to promote ‘choice, fairness and innovation’ in its app store.

This is a June 24th, 2021 update on the Microsoft Store policies:

Starting July 28, app developers will also have an option to bring their own or a third party commerce platform in their apps, and if they do so they don’t need to pay Microsoft any fee. They can keep 100% of their revenue.

Microsoft allying with Epic Games may either trigger more app defections — as developers with payment capabilities will see a clear fee arbitrage opportunity with Microsoft now —from Apple Store and Google’s Playstore or may force Apple and Google over the long-term to cut fees to zero as well.

Epic defines its end-game: Its Victory Royale

Epic in their response to Judge Yvonne Gonzalez Rogers’ ruling indicated that the fight is far from over and the game-developer will pursue it’s initial stance (through appeals): that Apple’s app store policies are ‘monopolistic’ (or more accurately ‘duopolistic’ if you throw in the other Goliath — Google Playstore)

Epic’s CEO, Tim Sweeney, is convinced that app stores — whether its Apple’s or Google’s — cannot remain ‘walled gardens’ anymore and must ‘open up to third-party stores as well’

For now, Apple has blacklisted Fortnite from the Apple Store until all the court appeals are done.

This battle is going to be bigger than Apple Vs Qualcomm (over patent licensing). Much bigger than Oracle Vs Google (over plagiarism)

This is going to be protracted. This is going be ugly.

Make no mistake.

This is Battle Royale!

By

Avinash Menon, CFA

Founder and CEO,

52 Seconds Capital Limited

Other New Articles

Evergrande Group, the Chinese real-estate behemoth, is on shaky turf.

Scour the internet and you will come across hundreds of headlines that sound like obituaries of China’s second largest real estate developer. The noise levels around Evergrande’s inability to service its debt have ratcheted up since September 2020 after a leaked letter showed the group had requested for government support, signalling it faced a cash crunch. The firm’s inability to pay a commercial paper on time in June 2021 further added to suspicions that there was more to this developer’s solvency woes than what meets the eye.

The commercial paper story angle needs some explanation here.

What is a Commercial Paper?

Commercial paper, used commonly among financial market participants, is an unsecured, promissory, IOU kind of note with a fixed maturity rarely exceeding a year (Commercial Papers usually have a fixed-maturity of 270 days). These IOU’s are usually issued by ‘Blue-Chip’ companies — firms having relatively superior credit fundamentals — and hence can be bought and sold by its buyers and sellers who are rest-assured that they can be redeemed for cash.

A Commercial Paper is a low-cost alternative to a bank line of credit and makes it easier for a firm to fund its operating expenses (Think: financing Inventories, for example). While a Commercial Paper is cheaper than a line of credit and may be used instead of a bank line of credit, it still has some dependency on a bank. When a firm issues Commercial Papers it brings down the existing credit limit that the firm may have had with the bank. So yes, while the IOUs may be unsecured (not asset-backed), they are backed up by banks.

Missed or delayed payments on Commercial Payments are a major red flag.

This also explains the July 2021 news-story of a Chinese court freezing a $20 million — yes, read that again, it’s only $20 million — bank deposit held by the firm on the request of Guangfa Bank. Interestingly, the Chinese court ruled in favor of the lender despite the Rmb 132 million loan due only in March 2022. Evergrande responded to the court ruling by saying it would sue the lender.

Evergrande’s technically-correct grievance aside, that’s exactly how cross-defaults work: It’s never about the size of the amount due but about the inability of a firm to make a payment on time to any of the participants within its ecosystem.

Debt is a problem (but possibly a solvable one) but Payables is a monster-sized problem (and — without state-intervention — appears unsolvable)

The Evergrande Group, by the close of H1 2021, had a debt of $88.5 billion. This is significantly down from the $110 billion figure it reported at the close of 2020. This is a mild positive since this is the interest-bearing debt and, more importantly, Evergrande does not have any public bond maturities remaining in 2021 (The firm successfully paid $1.05 billion to the holders of its secured 8.9% 2021 bond which matured on 24th May).

Three Red-lines: One down, Two to go!

Direction-wise, this augurs well for the firm as it makes an earnest attempt to meet the ‘Three Red Lines’ criteria that were laid out by the PRC for the real estate sector in August 2020:

The three red lines:

  • Liability-to-asset ratio (excluding advance receipts) of less than 70%
  • Net gearing ratio of less than 100%
  • Cash-to-short-term debt ratio of more than 1x
  • Largely due to that debt-maturity, Evergrande — in the red — on three indicators until last year flashed green on ‘Net Gearing Ratio’ at close of H1 2021. This is how the firm stacks up now on these indicators:

    Total Liabilities — exceeding $300 billion by close of June 30, 2021 — presents a monster-sized problem for the firm though. Trade Payables, in particular, where most of the commercial papers are accounted for, stack up to a whopping $103 billion (To put that figure in perspective: Evergrande’s much larger rival, Country Garden, reported an Accounts Payable of $60 billion; in sharp contrast to Evergrande’s $95 billion Account Payable at close of 2020).

    The market for Commercial Papers can freeze up quickly if there are any doubts over its liquidity. Considering the sheer size of Evergrande, state-intervention appears imminent.

    Readers may recall the origins of the Commercial Paper Funding Facility (CPFF). It was created by the Fed on October 7th, 2008 to ease the credit crunch faced by financial market participants in the market for commercial papers.

    Regulatory reprieves may not come through for the beleaguered real-estate giant.

    The regulators appear to have wielded a heavy axe on the real estate sector since early last year to control house prices and land-banks. But the intent was clear as early as October 2017 when President Xi famously said:

    The regulators appear to have wielded a heavy axe on the real estate sector since early last year to control house prices and land-banks. But the intent was clear as early as October 2017 when President Xi famously said:

    Houses are built to be lived in, are not for speculation

    Homes account for approximately 70% of an individual’s wealth and the Chinese penchant to own multiple homes clashes jarringly with President XI’s vision of ‘Common Prosperity’

    How will China deal with a $300 billion moral hazard problem?

    The ‘moral hazard problem’ is the idea that certain firms know they are too big to fail. These firms then follow a path of recklessness with a singular focus on profits — often by leveraging aggressively — knowing that governments will bail them out if they fail.

    Were Corporates always too big to fail?

    Not really.

    The Great Depression was a full scale capitulation of the US economy. It lasted for 10 miserable years! Unemployment sky-rocketed and stayed at a sticky 25% for years (Remember: those were the days of sole breadwinners and 25% unemployment therefore meant that one out of four households had no income). More than 300,000 businesses downed their shutters. Bank runs swept the US and resulted in a wave of bank failures. One reason why a recession tipped into a severe depression then was the reluctance of the powers-that-be-then to intervene directly into the ailing economy. It was alright for ailing businesses — big or small — to fail. Expansionary policies were a taboo then. Bailouts did not exist in a Central Bank’s lexicon.

    That was 1939.

    We now move the plot-line a few decades ahead to 2008.

    Ben Bernanke’s Fed had a crisis of monstrous proportions on hand. The US economy was ailing and it was clear what had caused it. And yet, Ben Bernanke’s Fed chose to revive most big businesses that were on the brink of death.

    The Fed’s actions in 2008 were neither right nor wrong. They need to be viewed in context of what happened during the Great Depression.

    I have read multiple reports doing the rounds that this is China’s Lehman Moment. There are other reports that state this is China’s LTCM Moment.

    We will need to see this for it truly is: This is China’s Evergrande Moment.

    And China may choose to deal with it in an entirely different manner: perhaps by directing the People’s Bank of China to buy real estate units directly from Evergrande 🙂

    It’s interesting days ahead as we wait and watch: to see how China addresses it’s very own $300 billion-sized moral hazard problem.

    By

    Avinash Menon, CFA

    Founder and CEO,

    52 Seconds Capital Limited

    Other New Articles

    The last few weeks saw some stunning developments in the world of football. A couple of weeks after Messi ended his 17-year run with FCB, social media was abuzz once again with #CR7transfernews trending after the news of Cristiano Ronaldo’s return to his former club, Manchester United, broke out last friday.

    CR7 – as Cristiano Ronaldo is referred to by millions of his fans after the iconic No.7 jersey he wore during his earlier stint with Manchester United – was re-signed by Manchester United, after his former club reached an incredible $38 million transfer agreement with Juventus. This is after initial reports indicated a concerted bid by Manchester City to sign on the ageing superstar (Cristiano Ronaldo is 36 years old).

    While Manchester United may have taken their premier league bid into extra-time with this deal and Manchester City may have narrowly avoided scoring an own goal, it’s the Agnelli Family – majority owners in the publicly-listed Juventus Football Club – that appears to have found the back of the net with a long-range strike.

    But first, as always, the back story.

    Why was CR7 signed on by Juventus?

    When viewed only within the ambit of the game it appears that Juventus broke from tradition, to sign on the star player with the singular goal of winning the Champions League. (I say ‘broke from tradition’ because Juventus wasn’t really a club that cultivated a large roster of ‘star-players’ in the manner of say, a Real Madrid or a Manchester United).

    Trophy aside, there is also an estimated total of €300 million in television money that’s up for grabs.

    Apart from giving its sporting ambitions that much needed shot in the arm, Juventus (while incredibly popular in Italy) was also keen to go ‘international’; and, increase its presence in markets with potentially massive fan-pools and viewing audiences like Asia (Think: The Edge of Infinity = China + India + Indonesia). This appears to be a key reason for the Turin-based club to sign on Cristiano in that jaw-dropping €100 million deal in 2018.

    The CR7-Juve combination

    And the CR7-Juventus combination delivered immediately: within 24 hours of the sign-on Adidas sold $60 million of CR7’s new jersey and soon enough the mega Jeep sponsorship deal revved in. The Jeep-Juventus partnership, first established in the 2012/13 season and last renegotiated in 2019, ensured Juventus received a minimum annual fee of $51.2 million. The deal was renewed earlier this year at $55 million per season. Jeep’s jersey sponsorship fees forms the bulk of Juventus’ €69.4 million annual revenues (figures from first half of 2020/2021) from ‘sponsorship and advertising’. Adidas and Allianz round up the Turin-based FC’s list of top sponsors.

    The Jeep sponsorship deal, in particular, was a great example in unlocking brand synergies in two distinct assets: A football club and an automobile brand.

    What could be common to Juventus and Jeep?

    They are both owned and controlled by Exor, the Agnelli family’s holding company (Exor owns 14.35% of Stellantis, the company that now owns FCA brands like Chrysler, Dodge, Ram and Jeep; and, Peugeot). The CR7 signing was, in essence, a carefully crafted move by the Agnelli family to ‘internationalize’ a quintessentially American automobile brand and a quintessentially Italian Football Club.

    All hunky-dory until that infamous bogeyman of 2020 struck?

    The CR7-Juventus-Exor partnership appeared to be chugging along well. Juventus’ adjusted revenues – which had dropped to €473.7 million in 2018 soared 24% to €587 million in 2019. Was this the beginning of an uptrend in the fortunes of the financially beleaguered football club?

    What comes after 2 and 4? 6 or 8?

    Well, you need at least three ‘reasonable’ data points to establish a trend and that is exactly why the 2020 topline number would have been significant (had it not been anomalous due to the impact of COVID).

    Juventus saw its adjusted revenues for 2020 drop 6% as that infamous bogeyman of 2020 – COVID – crushed ticket sales. Revenues from ‘ticket sales’ and ‘player registration rights’ – the right to use the image of a player to promote the team – contracted by 85.8% and 86.7% respectively. You might recall: Italy was one of the first countries to announce complete lockdowns. Tellingly, Juventus played only one match (Vs. Sampdoria), on 20th September 2020, at home, in front of an audience limited to only one thousand!

    2020 weighed down heavily on the already financially-strained football club as player wages spiked 6%; with Cristiano Ronaldo’s € 30 million annual salary forming approximately 20% of the €148 million total player wage bill.

    It would have been interesting to know the CR7-Juventus endgame if the pandemic had not hijacked 2020.

    Yeah, then again, if ‘ifs and buts’ were candies and nuts we would all have a Merry Christmas.

    For now, 52 seconds wishes Cristiano Ronaldo, the superman from Portugal, five-time Ballon d’Or winner, winner of over 30 major trophies, including five UEFA Champions League titles and the European Championship for his native Portugal, the very best in his upcoming stint with Manchester United.

    Disclosure: I do not own shares of either JUVE or MANU. I wrote this article myself, and it expresses my own opinions. I am not receiving compensation for it from any of the companies whose stock is mentioned in this article.

    By

    Avinash Menon, CFA

    Founder and CEO,

    52 Seconds Capital Limited

    Other New Articles

    Your product design works. You are happy. You then turn it up a few notches. That works as well. You are now both happy and warm. Pleased? Hell No! You now crank it up really big. You don’t know it yet but you are now in the realm of Overdesign. It might still work but it’s pointless really and eventually the design – in its cranked up form – trips over itself. Today at 52 seconds, we explore – yeah, there is a bit of time travel here involving some really cool set of wheels from ancient Egypt – the ridiculous art of Overdesigning and why some companies are awesomely good at it in a really bad way when you look at their products’ design in its entirety.

    From Merriam-Webster.com:

    Over.d.esign. : to design in a manner that is excessively complex or that exceeds usual standards (as of sturdiness or safety)

    This is the Spirit of Ecstasy: a bonnet ornament sculpture found on the hood of a Rolls Royce car.

    This figurine is perhaps the most famous of all hood ornaments but it wasn’t definitely the first of them. The first known hood ornament – as stated in the all-knowing Wikipedia – was a sun-crested falcon (to bring good luck) mounted on Egyptian pharaoh Tutankhamun’s chariot.

    While the Pharaoh may have put the Falcon on his chariot for good luck, Rolls Royce designed its hood ornament to cover the ungainly radiator cap! Result: Rolls Royce now had an uber-luxurious hood ornament on an uber-luxurious car!

    This Inception-like luxury-within-a-luxury approach prevailed among competitors as well. Other notable Hood Ornaments were: The Jaguar Leaper, Mercedes Benz’ Three Pointed Star, Bugatti’s Dancing Elephant, Bentley’ Flying B and Cadillac’s Silver Swan.

    As the battle for decorative hood ornaments heated up, companies like Desmo and Smith (now defunct) and Louis Lejeune (founded in 1933 and the only surviving maker of custom car mascots) made their fortunes by designing and sculpting these ornaments for automobile manufacturers.

    Hood Ornaments peaked out in the 50’s and only declined in usage from thereon primarily due to the their safety hazards, especially to pedestrians struck by hood-decorated cars. However, well before that the radiator caps had already gone under the hood! And that makes you wonder why the radiator cap had to be embellished with an ornament instead of simply relegating it to where it eventually went.

    Today, Hood Ornaments, like other rare art and collectibles, exist in the space of Alternative Investments and have investment attributes similar to some of the other Alternative Investments like Art, Coins, Figurines and Vinyl Records. Those attributes are: Trophy Valuations, Price Opacity, Illiquidity and a high risk of Counterfeiting.

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    When personal computing devices – like the Apple Mackintosh – went mainstream in the 80’s, the Skeuomorph Design Form – a design form in which (often virtual) icons are used to represent a real world object – played a starring role in their success. Recall that this was the first time a personal computing device was entering households worldwide. The introduction of GUIs (the Graphical User Interfaces) was a major catalyst in the products’ eventual success as novice users, leaping across a yawning chasm of techno-ignorance, understood the function of the icons displayed on their computer screen simply by relating to what they looked like and worked like in the real world. A well-known Skeuomorph example is the recycle bin icon used to trash unwanted files. There are some really bad examples of Skeumorphs as well: Ever used those ‘virtual calculators’ with ‘raised buttons’ on a smart phone?

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    And that brings us to, what I believe is, the most ridiculously overdesigned product in modern times: The Necktie.

    I have two zenmasters at home. They are 9 and 6 years old and like most zenmasters in that age demographic they have the ability to peek into the eyes of a product and reach the depths of its soul.

    Their question was as innocuous as it can get: Why does anyone wear a necktie?

    My response – knowing that the zenmasters appreciate large weights to ‘cause-and-effect’ in responses to such questions – was:

    “The primal man felt cold. He then cloaked himself within the fur-skin of a hunted grizzly bear. He then realized that the cloak restricted his hands and so he cut out holes, in the cloak, for his hands. He then realized that his neck was still bare and so he created a rough-and-ready collar. Yeah, so far so good. The zenmasters nod their heads appreciatively. I try and build upon my winnings. Any refuge from those icy – pre-climate change – blasts wasn’t possible if the collar remained open. And so buttons were created to hold the entire contraption together. The rest is easy. The necktie was possibly created to hide those ugly buttons.”

    That’s my explanation for how neck-ties came into existence. What’s yours?

    By

    Avinash Menon, CFA

    Founder and CEO,

    52 Seconds Capital Limited

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