Bryan Coquard revient sur le partenariat avec Direct Energie

Le sprinteur Français Bryan Coquard fait le point avec nous sur l’arrivée de Direct Energie dans le Team Vendée Cyclisme.

Après une fin de saison mouvementée sur le plan sportif et sponsoring, Bryan Coquard, le médaillé d’or au championnat d’Europe de l’élimination, revient sur la fin du partenariat avec Europcar, et l’arrivée de Direct Energie comme sponsor majeur.

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Sportsmarketing.fr : Quel est le rôle d’un sponsor dans une équipe de cyclisme ?

Bryan Coquard : Une équipe de vélo est dépendante de son sponsor, il est donc quasiment obligatoire pour un team de travailler avec un ou plusieurs partenaires. C’est aussi le cas pour notre équipe SA Vendée Cyclisme, et son nouveau partenaire Direct Energie. Le but est de créer des projets à 2 ou 3 ans pour pouvoir développer une véritable stratégie aussi bien sur le plan sportif que marketing.

Sportsmarketing.fr : Direct Energie est devenu le sponsor principal de votre équipe, quels sont les principaux changements que vous observez ?

Bryan Coquard : Le partenariat a démarré officiellement en Janvier 2016, mais nous avons travaillé à la construction d’un projet depuis presque 2 ans. Evidemment, les courses comme le Tour de France sont la vitrine de notre sport, mais il est important de bâtir une stratégie sur plusieurs années, car s’associer à une équipe représente un véritable investissement pour le sponsor et la rentabilité de ce dernier se calcule sur environ 5 années.

Sportsmarketing.fr : Qu’attendez-vous d’un sponsor comme Direct Energie ?

Bryan Coquard : Dans un premier temps, nous avons besoin de partager les mêmes valeurs, à savoir dynamisme, jeunesse, il faut que les valeurs du sponsor ressemblent à l’équipe, et ses aspirations. Il est aussi important qu’on puisse rencontrer régulièrement nos partenaires, partager, échanger, le but est de créer une véritable relation afin de créer un partenariat sur le plus long terme possible.

Sportsmarketing.fr : Qu’attend la marque de vous ?

Bryan Coquard : Inconsciemment, je ne ressens pas de pression particulière, l’équipe est cette année articulée autour de moi, c’est donc du donnant-donnant. Il faut des résultats, mais je suis prêt, je suis un gagnant et je vais tout donner pour décrocher les victoires.

Sportsmarketing.fr : Êtes-vous aussi attendu sur les réseaux sociaux ?

Bryan Coquard : J’utilise mes réseaux sociaux personnellement, et aussi professionnellement. Le but est de faire de la visibilité pour nos sponsors, mais j’aime aussi partager mon quotidien avec les personnes qui me suivent. Faire vivre un peu l’aventure de l’intérieur.

Rendez-vous donc demain pour les 2 dernières semaines du Tour de France, durant lesquels l’équipe Direct Energie devrait nous faire vivre de belles émotions.

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