Deezer signe avec Manchester United

La compétition dans le marché du streaming musical est de plus en plus féroce avec de nombreux acteurs comme Spotify, Amazon, Pandora. L’un des plus vieux acteurs de ce marché n’est autre que la marque française Deezer. Lancé en  propose une formule gratuite d’écoute sur PC et un abonnement pour obtenir de l’illimité, de meilleure qualité et également sur mobile, sans publicités. Pour se démarquer et convaincre une population plus large de télécharger l’application et donc cesser de se reposer sur des alliances avec les opérateurs mobile, Deezer s’est tourné vers le sponsoring sportif afin de faire connaitre sa marque auprès d’une population plus large. Aujourd’hui, Deezer a annoncé son premier contrat de sponsoring avec l’un des plus grands clubs de football de la planète : Manchester United

Pour accompagner cette annonce, Manchester et Deezer ont sorti un spot publicitaire mettant en scène les différences de goûts musicaux des Red Devils en présence de nombreux joueurs comme la starlet Jesse Lingard, les français Paul Pogba & Morgan Schneiderlin et les britanniques Ashley Young et “la légende” Rio Ferdinand.

Musique : 

That’s Not Me – Skepta feat. Jme

The Final Countdown – Europe 

Comme énonce en introduction, la différentiation est clé dans le marché du streaming musical. Les différents acteurs se battent à coût d’acquisition de catalogues musicaux afin de se vanter de disposer de la plus large librairie musicale en ligne. Deezer, afin de survivre face aux rivaux et géants Apple et Spotify, se doit de faire les choses différement.

C’est là où le partenariat avec Manchester United rentre en jeu. Pour les deux années à venir, Deezer deviendra le partenaire musical officiel du club mancunien. Cela permettra à la marque française de collaborer avec l’équipe de Premier League pour offrir des playlists à ses fans créées par ses joueurs comme Paul Pogba.

Deezer Manchester United

Ce contrat, vous l’aurez compris, a pour but ultime (ou KPI dans le langage business) d’augmenter le volume d’applications téléchargées et pour arriver à cela, le service doit commencer par gagner en popularité auprès des fans de Manchester United, qui dispose, on vous le rappelle, de la plus grande base de fans dans le monde. 

Deezer disposera donc de visibilité sur les supports digitaux de Manchester United où le service prendra la forme d’un widget qui permettra d’écouter du contenu tout en étant sur le site internet du club par exemple. Manchester United disposera d’une chaine dédiée dans l’application où chacun pourra retrouver tout le contenu audio créé et partagé par le club. Gordon Shaked, directeur commerciel de Deezer a admis que parmi tous les partenariats envisagés, les 600 millions de fans de Manchester United ont largement influencé leur décision. « Nous pensons qu’un partenariat avec une marque qui dispose d’une telle audience est idéal pour nous sachant que notre produit est universel » a déclaré Shaked. De plus, « nous pensons que la musique fait partie du quotidien de chacun et que la musique, que vous soyez fans de football ou non, vous permet d’améliorer votre expérience au quotidien. » 

De plus, le partenariat avec United marque un virage pour la plateforme dans sa stratégie de croissance. Jusqu’à maintenant Deezer se concentrait sur les partenariats avec les opérateurs mobile mais Deezer veut aussi aller au delà et trouver de nouveaux relais de croissance comme par exemple, associer l’application avec des services de news.

Du côté de Manchester united et des « properties » sport global, cet accord montre aussi un changement d’objectif et de nature des partenariats, qui ont pour objectif d’être plus proche et plus corrélé aux passions des fans et consommateurs. 

Pour recruter de nouveaux consommateurs immédiatement, Deezer offre tout le contenu Manchester United gratuitement ainsi que l’accès à son service « Flow » (l’algorithme qui vous recommande de nouveaux titre à votre image, en fonction de votre librairie existante), qui va devenir le focus des opérations marketing de Deezer l’année prochaine. 

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