Euro 2016 et ambush marketing : jusqu’où iront les marques ?

L’ambush marketing est souvent utilisé à l’approche de grands événements. Tout le monde veut profiter de l’engouement général pour communiquer mais quelques marques n’ont pas conscience que certaines de leurs actions sont tout simplement interdites.

Quand une entreprise lance une opération ou une campagne de communication dans le cadre d’un événement, il est d’usage d’y faire allusion sans le citer. L’ambush marketing est un type d’activation intelligent qui permet de prendre la parole à un moment clé et profiter du rayonnement d’un événement sans en avoir les droits.

Une marque qui n’est pas « partenaire officiel » n’a pas le droit d’utiliser le nom ou le logo d’un événement pour communiquer que ce soit à une cible BtoB ou BtoC.

A l’approche de l’UEFA Euro 2016, les marques se mettent toutes à l’heure du football, certaines le font habilement, un bon timing est souvent efficace mais d’autres n’hésitent pas à mentionner « l’Euro 2016 » dans leurs communications, ce qui est tout simplement interdit. Pour rappel, les partenaires de l’UEFA Euro 2016 dépensent de grosses sommes pour associer leur marque à la compétition leur offrant la possibilité d’utiliser les droits marketing associés dont le nom ou le logo.

Par exemple, les marques partenaires des équipes nationales communiqueront au sujet de ces dernières mais ne peuvent pas associer directement leur image à l’Euro 2016 même si l’équipe qu’elles soutiennent participe à cette compétition. Les sous-entendus sont omniprésents dans la communication de ces marques dans le but de faire appel à l’imaginaire et faire en sorte que la cible pense à l’Euro 2016 mais ils ne franchissent pas la limite. (Mercedes-Benz et l’équipe d’Allemagne est un bon exemple).

Certaines marques partenaires de sportifs, comptent sur ces derniers pour les mettre en avant au moment d’un événement. On se souvient d’Usain Bolt qui porte ses chaussures Puma autour du coup après sa victoire au 100 mètres aux JO de 2008 alors qu’adidas est partenaire du CIO.


Beats by Dre est un habitué de cette technique de communication. Pringles avait fait une belle opération à l’occasion de Wimbledon en distribuant ses produits aux alentours de Wimbledon avec un packaging évocateur. On vous parlait aussi d’un cas d’ambush mis en place par Under Armour lors de la Coupe du Monde de rugby ou encore de Vico qui a décidé de communiquer habilement à l’approche de l’Euro 2016 et des Jeux Olympiques en s’auto-proclamant « partenaire des supporters à domicile. »


L’ambush marketing peut être très rentable mais attention à ne pas dépasser la ligne !

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