Les programmes d’hospitalité s’invitent sur Twitter


En 2014, la majorité des événements sportifs propose des prestations VIP à une clientèle essentiellement BtoB (Business to Business). Cette année, plusieurs comptes Twitter officiels de clubs ou fédérations relaient les actualités de leurs programmes d’hospitalité. En France, le club du Paris Saint Germain a été précurseur en mettant en avant ses offres VIP pour les matchs de football et handball à domicile. La vie des loges et des salons est exposée au grand public, il n’est pas rare de voir des têtes connues sur les photos publiées par le PSG sur son compte « VIP ». Créé en février 2014, le compte Twitter dédié aux hospitalités du PSG, nommé « Executive Club« , compte aujourd’hui plus de 2 000 followers.

Le club de rugby Racing Metro 92 a pris la même voie en avril et relaie de l’information relative à ses programmes de relations publiques mais également l’actualité du club. Le club des Hauts de Seine met beaucoup ses partenaires en avant au travers de ce compte Twitter et relaie les événements co-organisés avec eux.

A Roland Garros, les programmes d’hospitalité représentent près de 20% du chiffre d’affaires de l’événement soit 35 millions d’euros. A l’approche du tournoi, la Fédération Française de Tennis a décidé de lancer un compte Twitter dédié aux programmes VIP qu’elle propose. Ainsi, le grand public découvrira ce que vivent les VIP lors de ce grand événement.

Ce moyen de communication est nouveau en France pour ce type de produit que sont les programmes d’hospitalité. La recherche de visibilité pour acquérir de nouveaux clients est évidente, Twitter est un bon moyen de mettre en avant le savoir-faire du club ou de la fédération. Leurs partenaires peuvent y voir un avantage et un outil supplémentaire de communication. Twitter est un réseau d’échange, ce qui permet une forte interaction entre les prospects/clients et le club grâce à ces comptes qui sont de véritables vitrines digitales.

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