bwin acquiert les droits de la Liga

L'entreprise de paris en ligne, bwin, vient d'obtenir les droits de diffusion sur Internet des matchs de la première et deuxième divisions espagnoles, la Liga BBVA et la Liga Adelante, pour les 3 prochaines saisons. 

Ces droits viennent étoffer le portefeuille des droits média de bwin, puisque le groupe a un contrat similaire sur la Bundesliga, le championnat allemand où évolue tous les weekends Franck Ribéry, ainsi que ces droits sponsoring puisque la société hispano-autrichienne est sponsor maillot du Real Madrid et de l'AC Milan, partenaire de la Fédération Internationale de Basket-Ball sur les Championnats d'Europe et du Monde, et sponsor titre des Grand Prix de MotoGP de Jerez (Espagne), Estoril (Portugal) et Donington (UK). Tous ces partenariats permettent donc à bwin d'obtenir la visibilité recherchée sur des marchés qui sont sans doute clés pour la marque, et surtout dans le cas des entreprises de paris en ligne, des pays où la législation permet ce type d'activité.

Bwin retransmettra les matchs de la Liga dans plus de 30 pays Européens et dans 50 autres dans le reste du monde, tout ça pour un coût avoisinant les 2.5 voire 3 millions d'euros par an. Ceci est la dernière acquisition de la part d'une entreprise de paris en ligne dans le football espagnol, puisque des entreprises concurrentes ont elles aussi des contrats de sponsoring (ex. Betfair qui sponsorise le FC Barcelone depuis août 2009, Unibet et le FC Valence, le Finlandais Paf avec l'Atletico Madrid et Interapuestas avec l'Espanyol de Barcelona.

Je ne rentrerai pas dans le débat des paris sportifs, car premièrement je n'ai pas les connaissances pour et que, surtout beaucoup de personnes, beaucoup d'articles, sites, blogs en ont déjà parlé avec plus ou moins de précision. Mais ce qu'il faut retenir est bien évidemment l'arrivée de ces nouveaux acteurs qui vont progressivement grapiller les deals réservés auparavant à des entreprises plus "traditionnelles".

Affaire à suivre…

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