Kobe Bryant : L’impact économique de sa retraite

Fortement critiqué ces dernières semaines pour ses performances, Kobe Bryant a annoncé sa retraite le 30 novembre dernier à l’issue de cette saison. Mais celui que l’on surnomme « Black Mamba » reste une légende pour la NBA et laissera un vide sportivement et économiquement parlant…

  1. Avant et après Kobe

Pour beaucoup, il y a un avant et un après dans l’histoire des Lakers. Avant et après l’arrivée de Kobe Bryant dans une franchise qui, après le retrait du grand Magic Johnson, était pendant quelques années sans réelles références dans la NBA. Kobe Bryant a fait ses débuts avec les Lakers en 1996 et la valorisation qu’a connu la franchise depuis son arrivée est tout simplement spectaculaire. Dans l’année de ses débuts, la franchise californienne avait une cote de «seulement» 200 millions $. Kobe Bryant va quitter une franchise qui est aujourd’hui valorisée à environ 2 600 millions de dollars. Pour beaucoup, la valorisation accrue de la franchise est due aux performances de la star américaine. En effet avec Kobe Bryant, les Lakers ont retrouvé le succès, et remporté le titre NBA seulement 4 ans après l’arrivée de « Black Mamba ». La franchise qui fait partie des plus titrées de la NBA (16 au total) n’avait plus connu de sacre depuis 1988. Kobe Bryant a ensuite contribué à 4 autres titres pour la franchise, et a donc participé à 31% du palmarès des Los Angeles Lakers. Avec Kobe Bryant dans l’équipe, les Lakers ont signé un contrat de télévision avec Time Warner d’une valeur de 3 milliards de dollars en 2011 (source: Forbes et LAtime). Quel sera donc l’avenir économique et sportif des Lakers après Kobe Bryant ? On peut imaginer une perte d’audiences et une chute d’affluence au Staples Center si les résultats continuent à être négatifs (actuel dernier de la conférence Ouest avec seulement deux victoires en 17 matchs).


  1. Bryant, le deuxième mieux payé de toute l’histoire de la NBA

Kobe Bryant est actuellement le joueur le mieux payé de toute la NBA avec 25 millions $, devant Joe Johnson et Lebron James. Son salaire annuel avait atteint plus de 30 millions $ pour la saison 2013-2014 (durant laquelle il a joué 6 matchs seulement à cause de blessures). Seul Michael Jordan avait obtenu un salaire plus élevé que Kobe Bryant en NBA, avec 33,1 millions $ dans la saison 1997/1998 avec les Chicago Bulls. Les Lakers pourront donc investir ces 25 millions de dollars sur de nouveaux joueurs. Est-ce que ce sera suffisant pour retrouver les playoffs ?

  1. Bryant, un nom à 32 millions de dollars

Le Laker obtient plus d’argent à partir des accords commerciaux qu’il a signé avec les grandes entreprises telles que Nike, Hublot, Lenovo, Turkish Airlines ou encore Panini. Selon Forbes, Kobe Bryant était le septième athlète le plus rentable. Un manque a gagné certain pour ces entreprises…


  1. L’athlète qui a accumulé plus d’argent dans sa carrière

Bryant est, selon le magazine Forbes, le joueur d’un sport d’équipe qui a accumulé le plus de revenues tout au long de sa carrière sportive. Il est également le troisième athlète à avoir engendré le plus de revenues lors de ces 10 dernières années. Ainsi, selon la prestigieuse revue, Bryant a accumulé tout au long de sa carrière 680 millions $, dont près de la moitié (environ 320 millions $) viendrait de son salaire « sportif » qu’il a perçu pendant 20 ans chez les Lakers. Seul Tiger Woods, Michael Schumacher et Floyd Mayweather, athlètes de sports individuels, ont fait mieux.


  1. Une icône pour Nike

Kobe Bryant a été l’un des athlètes les plus rentables pour Nike. Sa marque a en effet, rapporté à Nike plus de 105 millions de dollars l’année dernière, un chiffre qui dépasse les ventes des marques de Lebron James et de Kevin Durant. Nike parviendra-t-il à réaliser ce qu’il réussit aujourd’hui avec Jordan Brand, à savoir de développer les ventes de la marque malgré la retraite du joueur ?

kobe bryant-Nike

Kobe Bryant manquera donc sportivement et pourrait manquer économiquement parlant, que ce soit pour la NBA, Les Lakers ou même Nike. De son côté Kobe Bryant a déjà préparé sa retraite puisqu’il a créé sa propre société d’investissement Kobe Inc et a investi environ 5 millions de dollars d’après Forbes, dans BodyArmor (boissons énergisantes). On lui souhaite du succès !


L’annonce de sa retraite a engendré hier soir une « standing ovation » à Philadelphie (sa ville d’origine).

Résumé de la carrière de Kobe Bryant:

Champion Olympique en 2008 (Etats-Unis)

5 fois Champion NBA (2000, 2001, 2002, 2009 et 2010)

2 fois Finaliste NBA (2004 et 2008)

MVP Saison NBA en 2008

2 fois MVP Finales NBA (2009 et 2010)

17 fois All-Star NBA

4 fois MVP All-Star Game NBA (2002, 2007, 2009, 2011)

3ème meilleur marqueur NBA de l’histoire

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