Hisense, nouveau partenaire de l’UEFA EURO 2016

A picture shows the trophy of the UEFA Euro 2016 football tournament ahead of the final draw in Paris on December 12, 2015. AFP PHOTO / FRANCK FIFE / AFP / FRANCK FIFE (Photo credit should read FRANCK FIFE/AFP/Getty Images)

Ce matin, l’UEFA a dévoilé l’identité de son 10ème sponsor mondial : la compagnie chinoise Hisense. Il s’agit du premier contrat de sponsoring conclu avec une société chinoise en 56 ans d’existence du Championnat d’Europe de football.

Hisense soutiendra également d’autres compétitions de football pour équipes nationales jusqu’à la fin 2017, notamment les Qualifications UEFA pour la Coupe du Monde de la FIFA 2018, l’EURO de futsal de l’UEFA 2016, la phase finale 2017 du Championnat d’Europe des moins de 21 ans de l’UEFA et l’EURO féminin de l’UEFA 2017.

Hisense logo

Avec Hisense, l’UEFA boucle donc son programme sponsoring de l’UEFA EURO 2016 à moins de 150 jours du début de la compétition. La marque chinoise, fondée en 1969 et numéro 1 du marché Chinois sur les téléviseurs et dans le top 3 dans l’électroménager et des smartphones, rejoint donc adidas, Carlsberg, Coca-Cola, Continental, Hyundai-Kia, McDonald’s, Orange, SOCAR et Turkish Airlines. Hisense devrait d’ailleurs avoir l’exclusivité sur la catégorie « Consumer Electronics », la seule catégorie clé vacante pour l’UEFA. 

Selon nos amis toujours très bien informés de SportBuzzBusiness, les revenus issus du sponsoring (10 sponsors mondiaux et 6 sponsors nationaux, bouclé récemment avec l’officialisation d’Abritel) devraient représenter 400 millions d’euros, soit à peu près 25% des 2 milliards d’euros de chiffres de l’UEFA EURO 2016, partagés entre droits TV, sponsoring et hospitalités.


S’exprimant au sujet de cet accord, Guy-Laurent Epstein, directeur Marketing d’UEFA Events SA, a déclaré : « Nous sommes particulièrement ravis d’accueillir Hisense, une marque chinoise connaissant une des croissances les plus rapides en Europe et en Amérique, au sein de la famille des partenaires de l’UEFA EURO 2016. Grâce à son attrait mondial et à la valeur de sa marque, l’UEFA EURO 2016 offrira à Hisense une plateforme inégalée qui lui permettra de poursuivre sa croissance internationale. Nous nous réjouissons de travailler en étroite collaboration avec Hisense et d’établir un partenariat mutuellement avantageux, qui permettra de promouvoir auprès de millions de supporters chinois ce qui se fait de mieux au niveau du football européen. »

M. Cheng Kaixun, vice-président du groupe Hisense, a commenté cet accord en ces termes : « Je suis honoré que notre groupe puisse devenir un partenaire mondial de l’UEFA EURO 2016. Hisense est une des entreprises chinoises leaders en matière de soutien au sport au niveau international, et nous sommes heureux que le marketing sportif ait contribué de manière importante à notre réussite mondiale au cours des dernières années. Le partenariat avec l’UEFA renforcera la valeur de la marque Hisense, et nous nous réjouissons de partager le meilleur du football européen avec les supporters du monde entier. »

Avec ce partenariat, Hisense va s’offrir une visibilité importante auprès d’une audience européenne. La marque renforce aussi son portefeuille sponsoring déjà important puisque composée d’un contrat de naming d’un des courts de l’Open d’Australie, d’un partenariat « Premium » avec le club de Schalke 04 et de contrats avec les écuries Lotus Renault F1, Infiniti Red Bull Racing et le NASCAR aux Etats-Unis

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