adidas renouvelle avec le Bayern Münich

Dans le marketing sportif, il y a parfois de vraies relations à long terme, j’ai même envie de dire, des histoires d’amour…

C’est le cas d’adidas et le Bayern de Münich qui ont passé le cap des 50 ans de vie commune et viennent d’annoncer lors de la présentation des maillots 2011/2012, la prolongation de leur bail pour 8 ans de plus, jusqu’en 2020! Dixit Uli Hoeness, le président du club Bavarois où évoluent Franck Ribéry et Arjen Robben entre autres, « c’est plus qu’une relation commerciale. Il y a un lien fort entre nous et de réelles amitiés se sont créées durant ces années. »

Le contrat est évalué à 36 millions de dollars par an soit 24.6 millions d’euros, ce qui n’est pas une somme négligeable mais vous savez comme moi qu’il faut investir dans une relation pour qu’elle se pérennise. Mais plus qu’une simple relation de partenaire, adidas est aussi rentré dans le capital du club en 2002, en achetant 9.4% des parts du club pour une somme avoisinant les 75 millions d’euros.

Voici, si vous ne les avez pas encore vu, les nouveaux maillots du Bayern Münich pour la saison 2011/2012, portés fièrement par Arjen Robben, Bastian Schweinsteiger et Thomas Müller

37 Commentaires

  1. 8 ans de plus ?! Incroyable, surtout que ce genre de « relation » est soumis à la concurrence (et quelle concurrence dans ce marché !). C’est impressionnant.
    Au fait, ils équipent le Bayern depuis quand Adidas ?

    • 8 ans de plus en effet, c’est l’un des partenariats historiques de la marque! La proximité géographique y joue pour quelque chose et la notoriété du club au niveau national et international sont des facteurs importants pour ce renouvellement.

      Et pour répondre à ta dernière question: adidas équipe le Bayern depuis plus de 50 ans 😉

  2. oups, je rajoute que le plus long contrat d’adidas avec un club, à ma connaissance, est avec lyon car le deal porte sur 10 ans.

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