Cristiano Ronaldo, le sportif aux 100 millions de fans

Cristiano Ronaldo est le premier sportif à dépasser la barre des 100 millions de fans sur Facebook. Il est le premier homme, athlète et footballeur à réussir cela, devenant tout simple une légende de son temps.

Pour vous donner un ordre d’idée de son influence, si la page de Cristiano Ronaldo était un pays, il serait le 13ème pays au monde devant les Philippines et derrière le Mexique.

Son post le plus populaire est une photo de lui et son fils qui a été liké plus de 3,4 millions de fois et la photo qu’il a publiée où il tient le ballon d’or a été partagée plus de 238 000 fois. Avec 78 % d’hommes sur sa page, Cristiano est une superstar auprès des fans de foot, notamment en Indonésie, au Brésil et en Inde.

Repucom, qui a désigné CR7, comme l’athlète le plus « bankable » du monde estime que le footballeur gagne environ 1 fan par seconde (54 fans par minute). Son taux de notoriété est très élevé, puisque plus de 4 personnes 5 (84%) dans le monde affirme connaitre Cristiano Ronaldo. Facebook n’est pas le seul réseau social où Cristiano Ronaldo s’impose comme leader, sur Twitter, il est également le sportif n°1 avec plus de 30 millions de followers.

Grâce à ces réseaux sociaux, qui sont devenus de réels médias, Cristiano Ronaldo touche une très large communauté à chaque fois qu’il s’exprime et ainsi ce sont des millions de personnes qui sont atteintes. Le lien entre l’importance de sa communauté et le fait que CR7 soit le plus « bankable » est vite fait. Pour les marques, c’est une opportunité de communication importante, tournée vers le social et le digital.

Avoir Cristiano Ronaldo comme ambassadeur permet aux marques de ne pas forcément investir dans un média de masse comme la télévision comme l’explique Pierre-Emmanuel Davin, Directeur de Repucom France : « Par exemple, la récente campagne #DontCrackUnderPressure de TAG Heuer, relayée par Cristiano Ronaldo à travers 6 posts, a atteint en deux jours 34,92 millions de vues sur Facebook et 2,4 millions de mentions “J’aime”, selon les estimations de nos experts Digital. Ces interactions ont ainsi généré une valorisation estimée à 300 000 € pour la marque TAG Heuer ». On peut dire que Cristiano Ronaldo est presque un média vivant pour ses partenaires.

L’autre exemple est son équipementier Nike Football qui sait parfaitement jouer de l’influence et de l’audience de Cristiano Ronaldo pour véhiculer ses messages, que ce soit lors de la campagne Risk Everything où il fut l’un des acteurs majeurs, notamment dans le film Men In The Arena ou encore pour la finale du tournoi Nike Chance où le natif de Madère a souhaité bonne chance à l’un des portugais participant à la finale.

Le réseau social en a profité pour créer une infographie sur le sujet et compare le nombre de fans du footballeur portugais à des données parfois hallucinantes.



A noter que Cristiano Ronaldo, de par son influence et son audience, est plus qu’un joueur et devient un businessman avec des contrats publicitaires juteux mais surtout il devient un réseau social à lui même, puisque le joueur a décidé récemment de lancer son application mobile/réseau social, Viva Ronaldo et un jeu, The Game By Ronaldo. En faisant cela, Cristiano Ronaldo s’assure de fidéliser son public, tout en maitrisant à 100% les messages émis, ce qui est tout particulièrement important quand on sait que le joueur a lancé récemment sa propre marque de sous-vêtements, CR7 Underwear.

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