Tour d’horizon des sponsors des équipes nationales de l’EURO 2012

L’EURO 2012 a commencé et lance définitivement la saison sportive.

L’occasion de vous présenter un panorama des sponsors des 16 équipes partenaires et un récapitulatif des forces en présence.

Groupe A : 

  • Pologne : Nike, Orange, 4Move, Biedronka, Warka, Grupa BPS
  • Russie : Adidas, Gazprom, Sogaz, Megafon, Sony
  • Grèce : Adidas, Piraeus Bank, Vodafone, Amstel, Travel Plan
  • République Tchèque : Puma, T-Mobile, Gambrinusm, Ceska Sporitelna, Hyundai

Nike a anticipé la ferveur nationale liée à l’événement en signant un contrat de 6 ans avec la Fédération Polonaise de Football en 2008, remplaçant Puma, équipementier pendant 8 saisons. Le contrat entre Nike et la Fédération dure encore 3 ans, se terminant après la prochaine Coupe du Monde. L’autre partenariat principal de l’équipe polonaise est avec l’opérateur Orange, un contrat qui a vu le jour en 2009 et qui prendra fin en 2014 suite à sa prolongation en 2010.

Le premier adversaire de la Pologne, la Grèce, est habillé par adidas mais le contrat expire à la fin de l’année et à date pas d’annonces ou de perspectives d’extension entre les collègues de Karagounis et la firme allemande.

adidas dispose néanmoins d’un partenariat de plus grande envergure avec la Fédération Russe de football. En effet, les russes ont signé avec adidas en 2008 et ce pour 2010, amenant le partenariat jusqu’en 2018, assurant adidas d’être l’équipementier du pays hôte de la Coupe du Monde 2018.

Et à l’image du marché mondial du sport, le troisième équipementier PUMA équipe la République Tchèque depuis Mars 2010, jusqu’en 2014. A noter que la République Tchèque dispose aussi d’un partenariat avec un opérateur de télécommunications, T-Mobile, partenariat qui s’arrête à la fin de la saison.

Groupe B : 

  • Pays-Bas : Nike, ING, PWC, Unilever, Heineken
  • Portugal : Nike, Sagres, RMN, Galp, BES, Hertz
  • Allemagne : Adidas, Mercedes-Benz, Bitburger, Coca-Cola, Sony, Commerzbank
  • Danemark : Adidas, Danske Bank

Peu d’équipes peuvent rivaliser avec la puissance commerciale de l’équipe nationale allemande. En 2008, adidas a renouvelé son partenariat historique avec la Deutsche Fussball-Bund mais à un prix significativement supérieur, afin d’empêcher Nike de s’emparer d’une des équipes les plus lucratives et les plus titrés du football mondial. En effet, le partenariat entre adidas et la Deutsche Mannschaft s’élève à 21 millions d’euros par an pendant 4 ans jusqu’à la Coupe du Monde 2014 puis 27 millions d’euros par an pendant les 4 années supplémentaires, en comparaison aux 12 millions du précédent contrat. Plus récemment, la DFB a renouvelé ses contrat avec Mercedes-Benz, Commerzbank et Coca-Cola, respectivement jusqu’en 2018 pour une somme avoisinant les 8 millions d’euros par an, en 2016 pour Commerzbank et 2014 pour Coca-Cola.

Les Pays-Bas restent une équipe attractive pour les sponsors, notamment grâce à leur nouvelle génération de joueurs emmenée par un Robin Van Persie (Arsenal), qui vient sans doute de réaliser sa meilleure saison depuis ses débuts professionnels. La Fédération hollandaise possède donc un contrat avec l’équipementier Nike depuis 1996, prolongé en 2007 jusqu’en 2018 et un contrat majeur avec ING qui accompagnera l’équipe jusqu’en 2018.

Le Portugal, aussi habillé par Nike, possède un contrat d’envergure avec la bière Sagres, signé l’année dernière pour une somme de 3.2 millions d’euros jusqu’en 2015.

Groupe C : 

  • Italie : Puma, TIM, Fiat, Compass, Uliveto, Dolce & Gabbana, Generali, Pai
  • Espagne : Adidas, Cruzcampo, Chevrolet, Iberdrola, Santa Monica
  • Croatie : Nike, PBZ, Zagreb Tourism, Konzum, Generali, Ozujsko
  • Irlande : Umbro, 3, Aviva, Lucozade, Boylesports, Carlsberg, DHL, Ford, Nivea

Bien que Puma aie concentré ses investissements sponsoring sur l’Afrique, la marque conserve un partenariat d’importance en Europe avec l’Italie. Le contrat actuel, qui vient tout juste d’être renégocié, durera jusq’en 2018. Il semblerait que le précédent contrat était valorisé à 25 millions de dollars (20 millions d’euros). A noter le côté mode de l’équipe d’Italie, seule équipe de l’EURO à posséder un partenariat avec une maison de mode, Dolce & Gabbana.

L’Espagne a bien évidemment bénéficié de ses excellents résultats sur le terrain et en a profité pour remplir ses caisses. En effet, la Fédération espagnole a renouvelé un contrat record avec son équipementier, adidas. Le nouveau contrat devrait avoisiner les 26 millions d’euros par an. Autres nouveaux contrats pour la Roja : Chevrolet et Cruzcampo, pour une durée minimum de 3 ans pour ce dernier.

L’Irlande, qualifié pour sa première grande compétition depuis la Coupe du Monde 2002, est aux débuts de son partenariat avec l’équipementier Umbro (mis en vente par Nike), partenariat d’une valeur totale de 28 millions d’euros, avec 9 millions d’euros en bonus de performance. L’Irlande dispose aussi d’un partenariat telco avec 3, qui a remplacé Eircom en Août 2010.

Groupe D :

  • Ukraine : Adidas, TM Chenigivske, Ceresit, Ukraine International Airlines
  • France : Nike, Credit Agricole, GDF, PMU, Carrefour, SFR, Sport2000, Citroën
  • Angleterre : Umbro, Vauxhall, Carlsberg, Mars, McDonald’s, M&S, William Hill
  • Suède : Umbro, Svenska Spel, Sport Bladet, Scandic

L’Ukraine a concentré ses efforts sur le développement des infrastructures mais cela n’a pas empêché la Fédération de signer quelques partenariats intéressants, avec notamment des contrats avec TM Chenigivske, première bière du pays, et Ukraine International Airlines pour une durée de 5 ans.

La France et l’Angleterre restent les 2 autres grandes nations du football et les deux fédérations semblent s’être remises de leur fiasco respectives lors de la Coupe du Monde 2010 et la non-qualification de l’Angleterre pour l’EURO 2008. En Septembre 2010, la Fédération Anglaise a renouvelé son contrat avec son équipementier Umbro et a depuis ajouté Mars (6.4 millions d’euros jusqu’en 2014) et Vauxhall (6.2 millions d’euros jusqu’en 2014).

Du côté de la FFF, mis à part la fin du partenariat avec adidas et la signature avec Nike, pas de grand changement dans la composition des partenaires de la FFF puisque nous retrouvons GDF Suez et Carrefour qui ont prolongé jusqu’en 2014.

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