Domino’s Pizza s’offre le naming de la Ligue 2

La Ligue de Football Professionnel a annoncé le partenariat entre la Ligue 2 et Domino’s Pizza pour les 4 prochaines saisons. La marque donnera son nom au championnat qui devient la Domino’s Ligue 2.

Football et pizzas sont indissociables lors des soirs de match. « Nous constatons d’ailleurs une hausse significative du nombre de commandes lors de chaque match de foot », explique Nicolas Dégéraud, Directeur Marketing de Domino’s Pizza France. Il était donc naturel pour le leader sur son marché de s’associer au football. Le championnat a donc un nouveau nom et un nouveau logo. Le choix de garder uniquement Domino’s en enlevant « pizza » va dans le sens de la stratégie globale et mondiale qui tend à supprimer le mot « pizza » pour devenir uniquement « Domino’s ».

Le souhait de Domino’s était de s’associer à la Ligue 2 avec différents objectifs en vue. La marque souhaite gagner en notoriété et en visibilité au niveau national mais aussi local. Des bilboards seront diffusés sur CANAL+ Sport et beIN SPORTS lors des retransmissions de matchs. La panneautique terrain ainsi que la présence du nouveau logo Domino’s Ligue 2 apposé sur les maillots des joueurs permettra d’être fortement visible. Domino’s sera présent sur les différentes plateformes digitales de la ligue et différentes activations seront mises en place pour mettre en avant la marque.

Le maillage territorial est un enjeu important pour Domino’s qui souhaite atteindre 500 points de vente d’ici 2 ans. Actuellement on retrouve au moins un point de vente dans 80 % des villes évoluant en Ligue 2. « Avec un prévisionnel de 500 magasins à la fin de l’année 2018, nous serons présents dans la quasi-totalité des villes évoluant en Ligue 2, démontrant ainsi que Domino’s est présent partout en France dans des villes de taille différente. La Domino’s Ligue 2 va incontestablement renforcer nos liens avec les consommateurs, accroitre notre notoriété et donc développer nos ventes » explique Nicolas Dégéraud. La communication au niveau local sera donc un grand enjeu pour la marque.

La formation est au cœur des valeurs qui ont motivé ce partenariat. La Ligue 2 est un véritable vivier de footballeurs. De son côté Domino’s, avec son Academy,  a pour but de former ses employés pour devenir manager voire franchisé.

« Nous sommes très fiers et heureux de signer un partenariat avec Domino’s, enseigne nationale leader du marché. Cet accord s’inscrit dans notre stratégie de développement commercial de nos compétitions et va nous permettre de mieux communiquer auprès de nos fans sur le plan national et local autour des rencontres de Ligue 2 », explique Mathieu Ficot, Directeur du Développement Economique de la LFP. L’institution souhaite également trouver une marque qui associera son nom à la Ligue 1.

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2 Rétroliens / Pings

  1. Comment faire venir les spectateurs au stade ?
  2. Conforama, nouveau partenaire naming de la Ligue 1 à partir de la saison 2017/2018 | Sportsmarketing.fr

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