Seriez-vous prêt à mettre $20 pour voir votre nom sur une voiture de Nascar?

C'est l'histoire de Matt Ferguson, un fan de Nascar, frustré de voir des pilotes talentueux conduire des voitures sans sponsor… A force d'entendre les stars entendre dire "Merci aux fans" ou "C'est grâce aux fans qu'on fait ça", il s'est tout simplement posé la question "ET SI LE FAN ETAIT LE SPONSOR?"

La réponse à cette question est sur FanCar.com, un site permettant à chaque fan de Nascar de devenir sponsor de son équipe pour un investissement minimum de $20 (13.50€).

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Une fois "le partenariat" signé, chaque fan a la possibilité de choisir le design de la voiture mais aussi le message qu'il désire voir apparaître sur la carrosserie… et récompense magistrale: le nom de chaque "nouveau sponsor" figurera aussi sur le capot de la voiture.

Pour ceux qui ne veulent pas mettre $20, FanCar.com a créé une deuxième formule qui, contre $5, permet à chaque sponsor de voter pour le message (le sien ou un autre) qui apparaîtra sur le pare-choc arrière de la voiture.

Afin d'immortaliser ce moment, chaque personne ayant participé recevra un e-certificat de son sponsoring ainsi qu'une photo de la voiture en pleine course.

FanCar.com devient donc la régie marketing d'une ou plusieurs équipes de Nascar à travers une offre 100% philanthropique puisque 100% des fonds récoltés seront reversés à l'équipe choisie afin de supporter les coûts de développement, de transferts de pilotes, etc… Matt Ferguson est actuellement en discussions avec plusieurs équipes de Nascar à la recherche de sponsors leur permettant de prolonger leur durée de vie sur le circuit…

Un nouvel exemple de cette tendance qu'est le "crowd-funding" – dérivé du "crowd-sourcing", à savoir l'action de confier une tâche habituellement réalisée par un agent individuel (un employé, une agence, etc.) et la sous-traiter à un groupe, généralement important d'invidus indéterminés, une action favorisée grandement par le développement des nouvelles technologies et du web2.0 qui ont permis beaucoup plus facilement et rapidement de rassembler les gens autour d'un centre d'intérêt commun, facilitant donc la création et la vie de communautés.

Une pratique déjà courante dans les sports US, avec l'exemple de FanCar.com mais aussi en août dernier avec Kenny Wallace, au Canada pour du Nascar aussi, ou dans des sports plus "traditionnels" comme la voile ou le sport avec MyFootballClub qui fait office de best practice puisque 75 000 internautes ont acheté le club d'Ebbsfleet United, petit club anglais, en Février 2008. Le crowd-funding n'est pas reservé qu'au sport puisque dans d'autres secteurs de l'entertainment, d'autres modèles ont fait leur preuve comme MyMajorCompany ou Sell-a-Band dans la musique ou touscoprod dans le cinéma.

Le crowd-funding ou le sponsoring 2.0?

Et vous, avez-vous déjà participé à une initiative de crowd-funding dans le sport? Si oui, partagez vos impressions sur Sportsmarketing.fr!

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