FDJ présente sa stratégie sport pour 2016

Nous étions ce matin au Pavillon Daunou pour la conférence de presse de rentrée de la FDJ, présentée par Lionel Rosso et Stéphane Pallez, présidente-directrice-générale de la marque. Ce fut l’occasion pour le premier opérateur de paris sportifs en France, avec 2,3 milliards d’euros en 2015, de revenir sur sa stratégie dans le sport durant l’année 2016, riche en événements sportifs.

Dans un premier temps, Stéphane Pallez a pris soin de revenir sur les nombreux investissements de la FDJ dans le sport, qui se traduisent notamment par le Centre National pour le Développement du Sport (CNDS), à qui la FDJ a versé 230 M€ en 2015, ou encore les travaux de la Fondation FDJ, dont 25% du budget est consacré à la solidarité et au handicap. Bien sûr, l’investissement de la FDJ est également particulièrement visible via ses partenariats avec l’UEFA Euro 2016, le Comité Paralympique, la FFR, la FFBB, la FFVB, la FFHB et la LFP et par sa propre équipe cycliste depuis 1997.

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Mais cette conférence de presse a également été l’occasion pour la FDJ de révéler son programme d’activation pour l’UEFA Euro 2016 et de dévoiler deux signatures : un renouvellement de contrat avec l’équipe cycliste FDJ jusqu’en 2018 en présence notamment de Marc Madiot et de Thibaut Pinot et un accord de soutien avec le Comité de candidature de Paris 2024.

Ainsi, l’Euro 2016 en France sera l’un des enjeux majeurs de la FDJ cette année. Premier sponsor national de l’événement, la marque a déjà participé à la rénovation et à la construction de plusieurs stades à hauteur de 150 M€ par le biais d’une taxe sur les paris sportifs. Côté activation, la marque a lancé en décembre sa plateforme « La Ola FDJ », qui promet notamment 2 000 places pour le tournoi. Bien sûr, la marque va lancer deux jeux à gratter : une série limitée « Goal UEFA Euro 2016 » le 27 février et un jeu de grattage UEFA Euro 2016 à 5€ dès le 31 mars. Enfin, la marque sera présente sur les fans zones (et dans d’autres villes telles que Reims ou Strasbourg) puisqu’elle équipera les 4 000 volontaires qui accueilleront les 7 millions de visiteurs attendus.

Enfin, l’opérateur de paris a annoncé, par l’intermédiaire de sa PDG et des coprésidents du Comité de candidature Paris 2024, Bernard Lapasset et Tony Estanguet, la signature d’un contrat de partenariat portant sur la candidature des Jeux Olympiques et Paralympiques 2024, qui s’étend jusqu’en septembre 2017. Ainsi, FDJ est la première entreprise à rejoindre officiellement le Comité de candidature Paris 2024. Pour soutenir cette candidature, la FDJ lancera au premier semestre 2017 un jeu de grattage sur le thème de Paris 2024.

Avec les jeux de Rio et l’UEFA Euro 2016, l’année 2016 promet d’être aussi fructueuse pour la FDJ, dont la plateforme de paris sportifs a connu une croissance de ses ventes de 14% en 2015, pourtant sans événement sportif majeur.

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2 Rétroliens / Pings

  1. Andros, nouveau fournisseur officiel du CNOSF
  2. Paris 2024, la force d’un rêve

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