facebook retransmettra un match de la FA Cup

Le premier match de la FA Cup (Coupe d’Angleterre de football) édition 2011/2012 sera retransmis sur facebook, le réseau social #1.

Le nouveau logo de la FA Cup, sponsorisé par BudweiserGrâce au sponsor de la compétition, Budweiser (qui a signé un partenariat de 3 ans avec la FA d’une valeur de 24 millions de livres soit 27.3 millions d’euros), les équipes d’Ascot United et de Wembley FC seront exposés à un public beaucoup plus important que la capacité maximale du stade, soit 1 150 personnes. En effet, à condition de devenir fan de la page facebook de Budweiser et d’avoir certifié son âge, vous pourrez suivre le match en live, qui se déroulera ce vendredi soir, sur l’application développée pour l’occasion.

C’est donc une première pour le football, les clubs, la FA et son nouveau sponsor qui font preuve d’innovation en terme de marketing sportif en apportant ce contenu sportif là où l’audience se trouve à savoir sur facebook. Néanmoins, cette initiative a ses bons et mauvais côtés.

Pour Budweiser, c’est « tout bénéf » puisque la diffusion du match depuis sa page facebook via une application va clairement faire grandir le nombre de fans et donc atteindre les objectifs de recrutement. En espérant que la qualité du service soit au rendez-vous pour que l’expérience soit totale.

Pour les clubs et la FA, la diffusion d’un match de ce niveau et de cette importance est anodine. Mais, à terme, si facebook continue de grandir et que cette théorie du 2ème écran cesse d’être théorie mais réalité, le modèle de vente des droits média risque une nouvelle fois d’être bouleversé. En effet, les détenteurs devront revoir la manière dont les lots sont organisés et donc intégrer les médias sociaux comme nouveau canal de diffusion, mais avec comme perspective l’augmentation des revenus, notamment pour des championnats comme la Premier League.

Les diffuseurs ont tout à y gagner car ils ont, avec cette initiative de Budweiser, la possibilité de créer et formater une offre qui fera de la diffusion d’un match une vraie expérience sociale. Le tout étant de trouver le bon business model qui permettra à la chaîne de s’y retrouver financièrement.

Et pour le consommateur, impossible de savoir en amont si le plaisir de regarder un match sur facebook sera là. Et vous, serez-vous prêts à regarder un match ou une compétition sportive sur facebook?


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