L’EURO 2012 a deux nouveaux partenaires

Le titre parle de lui-même: l'UEFA vient d'annoncer coup sur coup 2 nouveaux partenaires de l'EURO 2012.


Commençons par le plus connu des deux: Orange.

Euro2012Orange s'associe à l'UEFA pour sponsoriser l'UEFA EURO 2012 dans 11 pays et signe par la même occasion son plus gros contrat de sponsoring à l'échelle européenne. Après la Coupe d'Afrique des Nations, Orange réaffirme donc son engagement dans le football. 

Orange sera en charge, en collaboration avec l'UEFA, du développement de l'application mobile officielle de l'UEFA EURO 2012. De plus, Orange annonce que la marque "retransmettra le tournoi sur ses plateformes Internet et mobile au moyen de son réseau européen, en proposant des contenus et des services personnalisés qui permettront à ses clients d'avoir une meilleure expérience de ces matchs". Par la même occasion, ce contrat de sponsoring – signé par David Taylor, PDG d'UEFA Events SA, Olaf Swantee, vice-président des opérations en Europe pour Orange, Severine Legrix De La Salle, vice-présidente en charge de la marque Orange et Maciej Witucki, président du Groupe TP – permet à Orange de mettre en avant son expertise technique car TP, l'une des filiales du groupe en Pologne, devient partenaire technologique officiel et fournira l'ensemble des services de télécommunications (fixe, mobile et sans fil) en Pologne durant la durée de l'événement. 

Avec ce partenariat, Orange devient le 8ème partenaire majeur de l'événement et rejoint le pool de sponsor composé de Carlsberg, Castrol, Coca-Cola, Hyundia-Kia, McDonalds, Sharp et adidas, l'équipementier officiel de la compétition.

En terme de sponsoring, l'UEFA a structuré son offre à deux niveaux: partenaire majeur et supporter national, et est à la recherche de 10 partenaires majeurs et 4 supporters nationaux par pays, soit 18 marques au total. 

Avec Epicenter K, l'UEFA a trouvé son 1er "supporter national". La marque, spécialiste du bricolage, jouira de droits marketing et communication sur le territoire ukrainien uniquement. Epicenter K bénéficiera d'une large gamme d'espaces destinés à son exposition, telle que les panneaux publicitaires lors de tous les matchs joués en Ukraine – dont la finale – la possibilité de lancer des promotions sur les billets pour ses clients, ainsi que les droits de licence de l'UEFA EURO 2012 pour la fabrication et la vente de ses produits destinés à l'amélioration de l'habitat. 

1586866_w2Comme Orange, cette initiative n'est pas la première en terme de marketing sportif pour Epicenter K puisque la société un partenaire de longue date du football ukrainien (sponsor titre du championnat national) et "la prochaine étape importante pour nous est cet accord avec l'UEFA" dixit Galyna Gerega, fondatrice d'Epicenter K. confirme donc son engagement dans le développement du football dans le pays. Pour David Taylor, PDG d'UEFA Events SA, "il nous semblait particulièrement approprié que le premier sponsor national – Epicenter K – commercialise des produits pour la construction et la rénovation. C'est presque un symbole du changement qui a eu lieu en Ukraine ces dernières années".

Source: uefa.com

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