L’impact économique de l’élimination de l’Angleterre en Coupe du Monde de Rugby

L’élimination du XV de la Rose en phase de poule de sa Coupe du Monde de Rugby aura un impact économique conséquent selon les experts évalué entre 5 et 7 milliards d’euros. Certains acteurs comme ITV ou la fédération anglaise, RFU, s’attendent à des jours difficiles.

Le principal perdant de l’élimination anglaise est la chaîne privée ITV qui a acquis l’exclusivité des droits de diffusion de la Coupe du Monde de Rugby pour 81 M€. Le match de samedi entre l’Angleterre et l’Australie a rassemblé jusqu’à 11,1 millions de britanniques à la fin de la rencontre. Les matchs de la Coupe du Monde de Rugby fédérant en moyenne 2,1 millions de téléspectateurs quand le XV de la Rose ne joue pas, il y a très peu de chances pour que ce genre de performance soit de nouveau réalisée jusqu’à la finale. La plus ancienne chaîne privée du Royaume-Uni passe donc à côté du jackpot publicitaire. Selon l’agence Mediacom, ITV peut désormais tirer un trait sur 1,4 million d’euros de recettes publicitaires par match en moyenne. Le coût de certains spots publicitaires pourrait diminuer de plus de 40%. A titre de comparaison, les 3 matchs de poules des anglais ont généré 6 millions d’euros de recettes brutes pour la chaîne. À partir de l’an prochain, ITV va partager la diffusion du Tournoi des Six Nations avec la BBC jusqu’en 2021 et comptait sur la Coupe du Monde de Rugbypour assoir son image de « chaîne du rugby ». Le journal The Rugby Paper devrait subir une forte baisse de ses ventes au numéro.


L’élimination des anglais aurait également eu un impact important en bourse sur les titres des entreprises directement concernées comme la chaîne privée ITV et plus généralement sur le moral des investisseurs. Selon Alex Edams, professeur à la London Business School, 3 milliards de livres aurait été retiré du marché correspondant à 0,15% des valeurs boursières de Londres.

Le quotidien The Times évoque une perte de 5 millions de livres par match pour les patrons des pubs du Royaume-Uni qui diffusaient la Coupe du Monde de Rugby. Plus de 20 millions de pintes seraient en attente d’être vendues et pourraient rester sur les bras des brasseurs. Favorisés par le grand nombre de supporters étrangers, l’impact serait moins important sur les hôtels, bars et restaurant des villes accueillant la compétition.

Même phénomène sur les détenteurs anglais de places pour les quarts ou demi-finales. La plateforme de revente de billets, Viagogo, parle de « crash dramatique des prix » citant l’exemple du montant le plus élevé pour un billet en quart de finale, initialement à 410 livres, et qui a chuté à 200 livres.

England fans

La fédération anglaise de rugby (RFU) est également l’un des grands perdants de l’élimination prématurée de son équipe en Coupe du Monde de Rugby. Les contrats de sponsoring ne devraient pas augmenter lors des prochaines renégociations bien que certaines marques aient apporté leur soutien au XV de la Rose. Une fois la Coupe du Monde terminée, la RFU pourrait également souffrir d’une baisse de la fréquentation de Twickenham notamment des hospitalités, principales sources de revenus du stade.

L’opérateur O2, sponsor principal de l’équipe d’Angleterre (4 millions d’euros par an), a lancé autour du Mondial la plus importante campagne de communication de son histoire à travers le slogan « Wear The Rose ». Les 377 boutiques O2 du Royaume-Uni ont vu le logo de la marque remplacé par l’emblème de l’équipe d’Angleterre, la rose rouge. O2 aurait annulé des spots publicitaires en prime time lors des phases finales et retirera après le dernier match de l’Angleterre face à l’Uruguay les 377 roses installées sur les devantures des boutiques du Royaume.


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