Le marché du sponsoring maillot en Espagne

Le Real Madrid et le FC Barcelone viennent de passer à eux deux 11 buts ce week-end pour l’ouverture de la Liga, édition 2011-2012, un score qui reflète un championnat à double vitesse en Espagne, à la fois sur et en hors des terrains.

En effet, la rivalité et surtout l’ultra-domination des deux grands clubs espagnols se retrouvent dans le marketing sportif et notamment dans le sponsoring maillot. En effet, au coup d’envoi des matchs, 8 des 20 équipes du championnat ne disposaient pas de sponsor maillot et cela aurait pu être pire si le Real Betis et l’Espanyol n’avaient pas conclus de deal en dernière minute, respectivement avec l’opérateur de paris en ligne Cirsa pour 750 000€ par an pendant 2 ans et avec la province mexicaine de Quintana Roo en charge de la promotion de Cancun contre un versement de 800 000€ par an pendant 3 ans.

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Au total, cela porte le marché du sponsoring maillot pour la Liga à 66 millions d’euros pour cette saison. Un chiffre supérieur à celui de l’année dernière, 57.5 millions d’euros (source SPORT+MARKT). Mais, le Real Madrid et le FC Barcelona pèsent à deux deux la somme de 55 millions d’euros. En effet, souvenez-vous la saison dernière, le FC Barcelone n’avait que pour sponsor maillot l’UNICEF valorisé à 1.5 millions d’euros. Avec l’arrivée de la Qatar Fondation, tout a changé, faisant du FC Barcelone de Sandro Rosell un vrai acteur du marketing et sponsoring sportif espagnol avec un deal évalué aux alentours de 30 millions d’euros par an. Le Real Madrid et bwin, c’est à peu près 25 millions d’euros par an, signe de la disparité financière impressionnante entre les différents clubs.

En plus, pour enfoncer le clou, le Real Madrid et le FC Barcelone ont le droit de vendre individuellement leurs droits média, les commercialisant toujours plus cher pour faire gonfler les coffres. Les droits TV du Real Madrid et du FC Barcelone seraient 19 fois plus important que ceux des plus petits clubs. Un club

De l’autre côté du spectre, la vie est dure pour certains clubs espagnols et notamment 4 grands clubs que sont Villareal, Valence, l’Atletico Madrid et Sevilla qui ne possèdent pas de sponsor maillot. La Real Sociedad, Levante et Sporting Gijon ont réussi à trouver un accord avec des organisations locales mais pour la modique somme de 4 millions d’euros par an. Plus surprenant, Malaga, racheté par le Sheikh Al-Thani du Qatar, va porter le logo de l’UNESCO et versera la somme de 1.5 millions d’euros par an à l’ONG.

Avec l’absence de ventes collective des droits TV et des revenus sponsoring maillot totalement disparates, une crise économique persistente, il semblerait que l’Espagne s’enlise dans une nouvelle crise qui pourrait changer totalement la donne du football et du marketing sportif sur la péninsule…

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