Denver Nuggets et Western Union officialisent leur partenariat

Denver Nuggets Western Union

L’accord de 3 ans entre la franchise NBA et l’entreprise américaine spécialisée dans les transferts d’argent internationaux pour les particuliers et les entreprises est le 11ème accord liée à de la visibilité maillot en NBA. 

Dans le cadre de cet accord, annoncé ce mardi 1er août 2017, le logo de la Western Union Company ornera les maillots des Nuggets dès le début de la saison 2017/18 de NBA.  

En plus de la visibilité maillot, le contrat inclut de la visibilité dans l’arène des Nuggets ainsi que de la publicité sur les réseaux sociaux, la TV et la radio et une collaboration dans le cadre d’initiatives communautaires. Western Union deviendra par la même occasion « co-presenting sponsor » des célébrations liées au 50ème anniversaire de l’existence de la franchise. 

De plus, l’entreprise de services financiers – basée à Denver – a accepté de devenir partenaire des Colorado Rapids, la franchise de MLS et ce dès début 2018. En effet, cette partie du deal a été rendue possible grâce un actionnariat commun entre les Nuggets et les Rapids via la société Kroenke Sports & Entertainment. 

« Nous sommes fiers d’avoir ce nouveau partenariat avec Western Union, qui, comme les Nuggets, est basé dans le Colorado mais qui jouit d’une formidable présence à l’international » a déclaré Jim Martin, Président et Directeur Général de Kroenke Sports & Entertainment. 

« Etre en mesure de mieux connecter avec nos fans à la fois à l’échelle locale et mondiale est crucial, et combiner nos forcer avec une entreprise mondialement reconnue comme Western Union, avec sa présence massive à l’international, est une affirmation et un appui significatif de la force de la NBA et des Nuggets, dans le Colorado, aux Etats-Unis, et à travers le monde entier. »

Depuis peu, les franchises NBA ont le droit de vendre un espace de 2.5 pouces sur 2.5 pouces (5cm x 5cm environ) situé sur la manche gauche de leur maillot dans le cadre d’un projet pilote lancé par la Ligue l’année dernière. Les experts du marketing sportif aux Etats-Unis estiment que ces accords – véritable nouveauté aux Etats-Unis – se monnaient entre 5 et 10 millions de dollars par an. 

Il faut savoir néanmoins que les recettes de ces contrats de sponsoring maillot se divisent en 3 partie : la franchise qui vend l’espace garde 25% du montant dans ses caisses ; 25 autres % vont dans les caisses de la NBA pour être redistribués par la suite et 50% du montant est distribué aux joueurs dans le cadre de la convention collective qui unit les joueurs à la ligue et aux franchises. 

Les dix autres franchises qui ont déjà sécurisés des sponsors maillot en NBA sont les Philadelphia 76ers (avec l’entreprise StubHub), les Boston Celtics (et General Electric), les Sacramento Kings (et Blue Diamond Growers), les Orlando Magic (et Disney), les Cleveland Cavaliers (et Goodyear), les Minnesota Timberwolves (avec Fitbit), les Utah Jazz (avec Qualtrics), les Brooklyn Nets (et Infor), les Toronto Raptors (et Sun Life Assurance Compnay) et les Detroit Pistons (avec Flagstar Banks). Restent encore quelques franchises de renom comme les Los Angeles Lakers, les Golden State Warriors et les New York Knicks, les 3 premières franchises au dernier classement de Forbes des franchises NBA par valeur. 

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