Golden State Warriors connait le nom de sa future arène

Golden State Warriors arène NBA

Plus de 3 ans avant l’ouverture au grand public de sa nouvelle arène, les Golden State Warriors, les champions en titre de la NBA, ont annoncé avoir trouvé un contrat de naming avec le groupe financier JPMorgan Chase.

L’arène des Golden State Warriors, qui pourra accueillir 18 000 spectateurs à l’aube de la saison de NBA 2019-2020, sera donc appelé le Chase Center pour les 20 premières années de son activité. Bien évidemment le montant d’un tel accord n’a pas été dévoilé mais les experts en sport business et marketing sportif américains estiment que ce partenariat dépasse le record de naming en basketball de 200 millions de dollars, détenu jusqu’à présent par Barclays avec les Brooklyn Nets.

La nouvelle arène des Golden State Warriors sera financée en majorité par des fonds privés (près d’un milliard de dollars seront nécessaires) et l’officialisation de ce contrat majeur devrait donner plus de confiance aux potentiels investisseurs. « Depuis longtemps nous avions annoncé que nous souhaitions construire le Madison Square Garden de l’Ouest. Réaliser un tel accord est un moment plus qu’important dans le développement du projet » s’est exprimé Rick Welts, président de la franchise californienne. « Ce ne sera pas le dernier partenariat mais il est de loin le plus gros et le plus important. Cet accord avec JPMorgan Chase va donner le ton pour les futurs partenariats. »

Arene Golden State Warriors_Rendu 1

Le partenariat avec JPMorgan Chase est la dernière belle nouvelle pour Golden State Warriors. Après le titre la saison dernière, la franchise détient le record de victoires cette saison en NBA avec 43 victoires pour 4 défaites, menée par la superstar et idole de toute une génération, Stephen Curry. La franchise a par ailleurs été valorisée à 1.9 milliards de dollars par Forbes, 6ème équipe cette année – une valorisation qui était seulement à 450 millions de dollars en 2012.

Pour JPMorgan Chase, ce naming de la future arène des Golden State Warriors s’inscrit parfaitement dans la stratégie du groupe et de ses marques. Kristin Lemkau a confirmé cette approche : « Notre stratégie est d’être présent dans les arènes majeures qui offrent à la fois du sport et de l’entertainment dans nos marchés clés. » La banque détient d’ailleurs d’autres contrats de naming et des partenariats avec d’autres lieux et arènes sportives comme l’U.S. Open, le Chase Field en Arizona ou encore le Madison Square Garden, maison des New York Knicks (NBA) et des New York Rangers (NHL).

Et vous l’aurez compris, San Francisco, terre d’accueil des Golden State Warriors, est l’une des régions et villes clés pour JPMorgan Chase. La ville est le siège de la fameuse Wells Fargo, concurrent #1 de JPMorgan Chase, mais la ville est maintenant connue pour être LA ville des start-ups et des nouvelles technologies. La visibilité offerte par ce partenariat devrait donc permettre à JP Morgan Chase de gagner en notoriété auprès d’une audience importante et d’offrir une expérience fan inégalée grâce aux nouvelles technologies mais aussi au savoir-faire dans le domaine du paiement de JPMorgan Chase. JPMorgan Chase a déjà annoncé que les propriétaires de cartes de débit et de crédit Chase auront accès à la billetterrie et à une large gamme d’avantages aux événements.

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