Le protège-dent, le nouveau support publicitaire des rugbymen

Nous sommes en pleine Coupe du Monde de rugby et le fait est que les actions de communications sont relativement contrôlées par l’IRB qui a fixé des règles bien évidemment très strictes pour préserver les exclusivités et les contrats signés par les partenaires.

Mais ce n’était sans compter sur l’incident du match Angleterre-Géorgie, impliquant la nouvelle sensation du XV de la Rose, Manu Tuilagi. Le centre, originaire des Samoa et évoluant aux Leicester Tigers, vient d’être sanctionné par l’IRB d’une amende de 4,800 livres soit 5 600€ pour avoir porté un protège-dent portant le logo d’une marque! Opro, leader mondial du protège-dent, a réussi à bénéficier de visibilité durant la Coupe du Monde grâce au joueur comme le prouve cette photo (désolé, il faudra zoomer un peu pour voir clairement).

Même si la marque a clairement démenti tout acte délibéré de sa part et même offert de payer l’amende infligée aux joueurs, cela restera l’un des cas d’ambush marketing les plus malins de l’histoire du marketing sportif. Pour mettre fin à cette communication, l’IRB a demandé au joueur de colorier son protège-dent comme le montre l’image titre.

On avait eu le droit à Axe durant la Coupe du Monde avec Larissa Riquelme ou encore les « Bavaria Girls », toutes habillés d’orange, mais là Opro fait mieux! Néanmoins, j’ai du mal à croire à l’ « acte involontaire » car le frère de Manu Tuilagi, Alesana qui joue pour Samoa, vient d’être sanctionné par l’IRB pour la même raison quelques jours plus tôt.

Et pour le joueur, cette sanction se rajoute à la ligne des « méfaits » avec comme point d’orgue le coup de poing asséné à Chris Ashton en mai 2011, de quoi créer une belle réputation sur le terrain…

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2 Rétroliens / Pings

  1. Le protège-dent, le nouveau support publicitaire des rugbymen | Sports&VideoGames | Scoop.it
  2. La Coupe du Monde de Rugby inspire… | Actu et analyse du sponsoring et du marketing sportif

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