Quand Florent Manaudou se met au handball, quelles conséquences marketing ?

Les médias se sont emparés de la nouvelle, Florent Manaudou se met au handball ! La démarche est bien réfléchie et nous avons eu l’occasion d’échanger avec lui à ce sujet.

Pour remettre les choses dans leur contexte, Florent Manaudou n’arrête pas la natation, il continuera à nager régulièrement mais ne sera plus à la recherche de la performance à chacune de ses longueurs. Il a pratiqué le handball lorsqu’il était plus jeune et a souhaité revenir à ce sport sans forcément vouloir atteindre le haut niveau. Il souhaite se faire plaisir comme n’importe quelle personne qui se lancerait dans un nouveau sport mais Florent Manaudou est médiatique, cette annonce a donc fait grand bruit.

Nous nous sommes posé la question côté marketing. En effet, Florent Manaudou a de nombreux partenaires, ce choix de s’éloigner des bassins peut avoir des conséquences sur ses différents contrats de sponsoring. Nous avons abordé le sujet avec lui à l’occasion de la présentation de l’application Wineven, nous avons souhaité savoir quels sont les changements que cela peut entrainer avec ses partenaires. A la question « comment annonce-t-on à ses partenaires que l’on change de sport ? », il répond : « Ce n’est pas un changement… On l’annonce comme on annonce à son patron qu’on quitte l’entreprise. J’avais juste envie de faire une petite pause pour mon bien-être et que je voulais faire un autre sport et ils le comprennent. Ce ne sont pas simplement des partenariats avec uniquement de l’argent derrière, ce sont aussi des histoires humaines. Il y a des partenariats qui vont évoluer, je pense à Speedo car c’est mon équipementier mais je peux continuer de faire des séminaires et ce sera surement un peu différent. » C’est sûr que nous avons rarement vu des joueurs en maillot de bain sur un terrain de handball !

Nous avons souhaité avoir l’avis de Speedo, équipementier de Florent Manaudou depuis 4 ans, au sujet de cette nouvelle. Isabelle Quiriet, Responsable Marketing Europe chez Speedo nous a déclaré : « Nous avons soutenu Florent ces 4 dernières années dans sa préparation olympique. Aujourd’hui, il a fait ce choix de se mettre au handball, nous avons discuté avec lui et nous explorons actuellement ce que l’on peut faire pour cette période de break qui s’annonce être pour le moment sur l’année 2017. Aujourd’hui, le discours de Florent est clair, il ne recherche pas la gloire, il veut avant tout se faire plaisir et c’est un discours qui nous convient en tant que marque. On lui a laissé le temps de cette réflexion à son retour de Rio et nous sommes en pleine exploration des différentes opportunités qui peuvent se présenter sur 2017. Il y aura toujours de la visibilité mais plus lors de compétitions internationales mais comme il l’a annoncé, il souhaite continuer à nager pour s’entretenir et pour le plaisir, et représenter son club de Marseille sur des compétitions interclubs. C’est un peu prématuré pour dire ce que l’on va faire car on attendait de savoir quelle était sa décision mais notre volonté sera de continuer à travailler avec lui et de le soutenir sur cette année 2017 mais nous explorons avec son agent quelles sont les autres possibilités que l’on a sur cette période de transition. »

Son collègue au Cercle des Nageurs de Marseille, Camille Lacourt, a commenté ce changement : « De mon côté, je continue encore 1 an à nager donc je m’y tiens. Après oui je ferai d’autres sports mais j’espère que ça ne fera pas autant de bruit que Flo quand il a décidé de s’amuser au handball, je n’ai pas envie de faire du haut niveau mais de m’amuser. Je ne vais pas dire quels sports je vais pratiquer comme ça c’est plus relax ! »

Il est trop tôt pour savoir comment va se dérouler cette année 2017 pour Florent Manaudou et ses partenaires mais ces derniers seront probablement derrière lui durant ce break. Affaire à suivre…

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