Canal+ et beIN Sports: le premier match de la Coupe du monde de rugby 2015

Le groupe TF1 a annoncé la mise en vente d’une partie de ses droits TV pour la Coupe du monde de rugby 2015, qui aura lieu en Angleterre. La compétition est donc ouverte entre Canal + et beIN Sports pour racheter 27 rencontres en exclusivité.

Confrontée, comme lors du Mondial de foot, a des difficultés pour rentabiliser les 45 millions d’euros d’achat de droits TV pour la Coupe du monde de rugby, la première chaine a pris la décision de mettre en vente une partie de ses droits à diffuser certains matchs de la plus grande compétition de rugby au monde.

Sur les 48 matchs programmés, ce sont 29 matchs dont 2 quarts de finale codifusés avec TF1, qui sont proposés dans l’appel d’offre lancé mi-octobre.

Et pour s’offrir l’opportunité de prendre part à la grande fête du rugby, et se permettre des gains de notoriété, d’audimat et les revenus de la publicité, les candidats auront à mettre la main au portefeuille. Selon une étude de la banque Natixis : « en supposant que la chaîne revende ses droits pour la même proportion de valeur que pour la Coupe du monde de football 2014 », c’est environ 20 millions d’euros qui seront demandés à l’acquéreur.

TF1 conservera donc les 21 meilleurs matchs de la Coupe du monde, dont les matchs de l’équipe de France, les 2 demi-finales et bien entendu la Finale.

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Canal+ et beIN Sports, encore une fois en compétition.

Les deux seules chaînes a avoir répondu à l’appel d’offre sont sans surprise : Canal+ et beIN Sports.

Sans surprise car depuis le début de l’année, les deux chaines payantes se sont déjà livrées plusieurs combats pour récupérer les droits des différentes compétitions de rugby.

Tout commence lorsque la chaîne qatarienne fait le choix d’investir dans le rugby. Et non sans succès, car pour l’année 2014, beIN s’offre l’intégralité des droits de retransmission des Coupes d’Europe de rugby. Un coup dur pour Canal+ qui avait pour habitude de se les partager avec France Télévision.

Le second fait d’arme de beIN est pour les droits du TOP14. La bataille du championnat de France de rugby, initialement remportée par Canal+ pour la période 2014 à 2019, a été annulée par l’Autorité de la concurrence, et un nouvel appel d’offre doit être réalisé courant 2015.

A l’origine de cette annulation : la chaîne beIN Sports, qui dénonce le contrat entre la LNR et Canal+ pour un montant de 355 millions d’euros, signé dans des conditions « anticoncurrentielles« .

tf1-diffusera-la-coupe-du-monde-de-rugby-2015-204740

Le troisième match entre les deux chaînes payantes pour récupérer la diffusion du rugby est donc en cours, et se joue sur la Coupe du monde de Rugby 2015 qui se déroulera du 18 septembre au 31 octobre 2015 ; et représente une réelle opportunité pour Canal+ de répondre à beIN qui commence à prendre le dessus sur la chaîne française.

Mais au-delà de la lutte entre chaines et de la bataille de notoriété que représente la diffusion d’un événement sportif aussi prestigieux, les aspects économiques sont le nerf de la guerre.

Le rugby est de plus en plus populaire, selon une étude de Kantar Sport révélée par Challenge, 19% des Français de 15 à 65 ans déclarent suivre le TOP14. Un chiffre qui augmente sensiblement lors des compétitions internationales, lorsqu’il s’agit de supporter son équipe nationale. Cela représente donc une cible importante en terme d’abonnés pour les chaines payantes, et par conséquent une forte augmentation des recettes des chaînes.

La Coupe du monde de rugby 2015, n’a donc pas encore commencé sur les terrains, mais nous assistons déjà à un des matchs les plus importants sur le terrain médiatique.

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