Archos, partenaire digital de la FFF

La FFF vient de boucler son programme marketing pour 2014-2018, quelque soit la prestation des Bleus à la Coupe du Monde au Brésil. Les principaux partenaires seront Crédit agricole et PMU, qui ont prolongé, EDF et Volkswagen, qui succèdent, respectivement, à GDF Suez et Citroën, et Nike, dont le contrat arrive à échéance en juillet 2018. Il est annoncé que la FFF recevra 83,5 millions d’euros annuels en recettes marketing sur la période 2014-2018, soit 11,5% de plus qu’actuellement.

Aujourd’hui, on s’attarde sur le dernier arrivé dans la constellation des partenaires et fournisseurs de la FFF, à savoir Archos. En effet, Archos s’associe à la Fédération Française de Football (FFF) pour devenir son partenaire technologique et l’un des partenaires des Equipes de France. Cet accord vise notamment à accélérer la digitalisation du Football français et à soutenir la politique marketing d’Archos.

Dès janvier 2015, Archos participera à la numérisation de la FFF en l’équipant de tablettes qui serviront notamment à dématérialiser la feuille de match des quelques 18 000 clubs de Football français et des 2 millions de licenciés de la FFF pour une diffusion de l’information plus rapide et pratique.

« La Fédération Française de Football est très heureuse de s’associer à Archos pour une durée de 4 ans. Avec ce partenariat, la FFF va basculer dans l’ère digitale en modernisant ses équipements et son fonctionnement et offrir à ses Ligues, districts et clubs un service toujours plus efficace », précise le Président Noël Le Graët.

Pour compléter ce partenariat, Archos s’associe à l’Equipe de France, l’Equipe de France Féminine et l’Equipe de France Espoirs dès septembre 2014, pour les matchs de la rentrée, avec pour l’équipe masculine un amical France-Espagne le 4 septembre au Stade de France. En entrant dans le cercle prestigieux des partenaires du football français, Archos va s’imprégner au fur et à mesure de l’aura propre au sport favori des Français.

Avec ce partenariat, la FFF dispose de son partenaire numérique et digital qui va donc aider les différentes strates de la Fédération et du football à accélérer leur digitalisation. Pour Archos, l’enjeu est bien réel. Avec un chiffre d’affaires en léger recul en 2013 et une perte de 38.7 millions d’euros en 2012, Archos doit donc gagner en notoriété auprès du grand public d’une part grâce l’exposition offerte par l’équipe de France est non négligeable (6 à 7 millions de téléspectateurs sur TF1), et d’autre part de présenter et promouvoir ses produits « in-situ » car après la feuille de match dématérialisée, Archos espère proposer de nouvelles applications dans le domaine des objets connectés, l’un de ses nouveaux chevaux de bataille. 

Rendez-vous en septembre pour les premières opérations de communication…

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