L’impact économique de la Coupe du Monde de Rugby 2011

La Coupe du Monde de Rugby 2011 pourrait générer 1.67 milliards de dollars pour l’économie mondiale du sport, indique le rapport commandité par MasterCard et réalisé par le Centre International du Business du Sport de Coventry.

En effet, selon cette étude, trois types de publics seraient derrière cette somme colossale : les gens qui se déplacent pour l’événement (homme, entre 20 et 50 ans, classe moyenne) ; les fans qui sont restés à domicile mais qui vont consommés via le merchandising, les boissons et nourriture les jours de matchs mais aussi les journaux, etc.; et bien évidemment les marques associées de près ou de loin à l’événement que ce soit les sponsors, diffuseurs et autres annonceurs. Ce premier groupe de visiteurs internationaux est clairement la vache à lait pour le pays organisateur car sur les 1 350 000 billets vendus, 7% seulement ont été achetés par des étrangers (dont une bonne dizaine de milliers de Français), qui ont clairement décidé de dépenser leur économie puisque les dépenses liées à l’hébergement pour la compétition sont évaluées à 204.1 millions de dollars et les dépenses liées à la restauration s’élèvent elles à 187.7 millions de dollars (pour 7.5 millions de litres de bière vendus ou encore 7.35 millions de tourtes et de saucisses)

En Nouvelle Zélande, la Coupe du Monde aura un impact considérable pour l’économie puisqu’on estime à 654 millions de dollars les dépenses des visiteurs durant le tournoi. Après quelques calculs savants, l’impact direct (la somme réellement attribuable à la RWC 2011) pour le pays serait de 344 millions de dollars. Sur le long terme, le chiffre est encore plus important puisque MasterCard et le CIBS évaluent les retombées économique de la Coupe du Monde à 10 ans à 1.21 milliards de dollars, grâce notamment au tourisme, au partenariat et au développement de l’activité économique. La Coupe du Monde devrait par ailleurs créer entre 52 000 et 58 000 nouveaux emplois dans le sport à horizon 2020.

Mais la Coupe du Monde devrait et aura, je pense, un impact sur les économies des autres pays et notamment des petits pays du rugby comme la Russie, qui jouera son premier match contre les Etats-Unis-  et accueillera la Coupe du Monde de Rugby à 7 en 2013 et qui devrait voir son taux de pratique augmenter considérablement. Pareil pour la Georgie où le rugby est maintenant devenu sport numéro 1 ou encore la Roumanie où la pratique du sport a augmenté de 222% depuis 2003!

Pour conclure, la Coupe du Monde de Rugby devrait attirer près de 4.2 milliards de téléspectateurs  faisant de cet événement l’un des plus importants de la planète sport avec des retombées et des ramifications dépassant largement le cadre de la Nouvelle-Zélande pour toucher toute la planète du sport business et le marketing sportif.


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3 Rétroliens / Pings

  1. L’impact économique de la Coupe du Monde de Rugby 2011 | marketing sportif | Scoop.it
  2. L'impact économique de la Coupe du Monde de Rugby ... | sponsoring | Scoop.it
  3. L’impact économique de la Coupe du Monde de Rugby 2011 | Sports&VideoGames | Scoop.it

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