Avec Allianz, le Bayern Munich obtient son triple AAA

L’assureur Allianz prend pour 110 millions d’euros pour quelques 8% des parts dans Bayern. Le Groupe assure donc aussi en 2041 les droits sur le nom de l’Arena du même nom. Le club bavarois est majoritairement détenu par un actionnariat populaire de 187 865 membres à hauteur de 72, 58 %. Adidas (10 %) et Audi (9,09 %) sont également actionnaires. Avec l’arrivée d’Allianz, adidas et Audi passent à 8.33%, au même niveau qu’Allianz. Le Bayern a donc son triple AAA d’actionnaires.

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Les matchs du leader de la Bundesliga sont régulièrement regardés par une audience de plus de 750 millions de télespectateurs dans 204, même aux Etats-Unis, où le sport majeur est le football américain et son Super Bowl. Pour le groupe d’assurance mondial, ce partenariat est donc un support publicitaire très fort. Pour vous donner un exemple, le match entre Guangzhou Evergrande et le FC Bayern, le 17 Décembre 2013 dans le cadre de la Coupe du Monde des Clubs de la FIFA au Maroc a rassemblé près de 130 millions de téléspectateurs chinois, un marché clé pour Allianz qui est présent dans ce pays au milliard d’habitants et dans 70 autres pays.

Depuis 2005, plus de 23 millions de personnes ont visité l’Allianz Arena de Munich, faisant du Bayern Munich, un des mastodontes du football mondial au même titre que Manchester United, le Real Madrid ou encore le FC Barcelona, comme l’atteste les résultats de la dernière Football Money League de Deloitte.

Le partenariat avec le FC Bayern est l’engagement sportif le plus important de l’assureur, mais pas le seul. En effet, à Nice en Septembre 2013, l’Allianz Rivera stadium a été inauguré et accueille le club de football de l’OGC Nice. A Londres, les Saracens Rugby Club joue dans l’Allianz Park et la marque a aussi des droits naming à Sydney et au Brésil, le mythique club de Palmeiras évolue dans l’Allianz Parque de São Paolo.

Depuis 2000, Allianz est également le sponsor officiel de la Formule 1 et combine cela avec une campagne de publicité mondiale pour la sécurité routière (« conduire en toute sécurité »). Ainsi , le Groupe souhaite établir un lien entre la réputation des gens qui font la Formule 1 et la sécurité apportée par l’assurer à ses clients. Mais la Formule 1 ne fonctionne pas en Amérique du Nord, l’un des marchés les plus importants pour Allianz, obligeant la marque à se rabattre sur le golf. Enfin, l’assureur s’est engagé aux côtés du Comité international paralympique et des athlètes handicapés individuels, depuis 2006.

A quelques jours des résultats annuels au cours desquels Michael Diekmann, le PDG d’Allianz devrait annoncer un chiffre d’affaires de plus de 100 milliards d’euros et un bénéfice de plus de 5 milliards d’euros, cette annonce qui relève du monde du sport business devrait très clairement ravir les investisseurs, tout en ouvrant un nouveau modèle de collaboration dans le monde du sport business entre un annonceur et un club.

 

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