Le marketing de la Copa América Chili 2015

Le 11 juin prochain et jusqu’au 4 juillet se tiendra au Chili la 44ème édition de la Copa América de Fútbol, l’une des plus vieilles compétition sportive continentale du monde. Une nouvelle édition qui réunira au pays de Zamorano, Salas et Arturo Vidal les principales équipes du continent sud-américain pour déterminer qui succédera à l’Uruguay, vainqueur en 2011 lors de l’édition argentine.

Intéressant de par sa qualité sportive (sur les 12 équipes 4 sont classés parmi les 10 meilleures équipes FIFA et on compte pléthore de stars évoluant en Europe), cet évènement l’est également d’un point de vue marketing. Petite revue d’effectif à 6 mois du coup d’envoi.

 

Equipementiers : La Copa América d’Adidas

Adidas équipera 42% des équipes : le Mexique, l’Argentine, le Paraguay, la Colombie et le Venezuela. Son grand rival Nike est l’équipementier officiel du Brésil. Et c’est tout ! Nike tout comme Kappa (Jamaïque), Umbro (Pérou), Marathon (Equateur) et Walon (Bolivie) n’auront qu’un représentant pour cette édition. Adidas aura donc pour adversaire principal sa consoeur Puma qui ornera les maillots de la sélection locale (le contrat entre Puma et la Roja chilienne prend actuellement fin après la Copa América) ainsi que les tuniques du tenant du titre uruguayen. Il semblerait qu’Adidas soit en pôle position pour tirer profit de son avantage numérique, surtout en cas de bons parcours des équipes concernées.

Mais le ballon officiel est un ballon… Nike

C’est le chilien Arturo Vidal (Juventus de Turin) qui a présenté Cachaña lors d’une cérémonie qui s’est tenue dans l’Estadio Nacional de Santiago du Chili. Le nom Cachaña  (argot des faubourgs de Santiago) est un hommage au style de jeu vif et tout en dribble des Chiliens. Ses couleurs et motifs se veulent également typiquement locales (le rouge est un hommage au peuple, le bleu au ciel et le blanc représente la cordillère des Andes). Avec sa touche de cuivre, il rend hommage à l’un des principaux moteurs de l’économie locale. Ce ballon sera mis à la vente dès le début de l’année 2015 dans les pays participants à la compétition.

 

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5 sponsors ont pour l’instant répondu présents

En amont du tirage au sort, l’entreprise WeMatch, chargée de la commercialisation des droits de sponsoring, a réuni les 5 partenaires qui ont pour l’instant répondu présents : Banco Santander, Mastercard, Kia (catégorie Platine), Pringles et Coca Cola (Catégorie Argent). L’objectif des organisateurs est de réunir 80 millions de dollars et le soutien de 10 sponsors. Mastercard a ainsi pu activer son partenariat et diffuser en ligne sur son site chilien le tirage au sort des groupes auquel ont participé les 20 gagnants du jeu concours MasterCard Comparte (MasterCard partage).

Billetterie : 20% des billets déjà vendus

48 000 Pass (159 000 billets) soit 20% du total pour la compétition ont été écoulés lors de la première phase de mise en vente dite « d’Abonnement Préférentiel Supporters Locaux ». Cette phase de réservation inclue une réduction de 20% et les billets sont réservés aux supporters des villes hôtes de la compétition. Plus de la moitié des billets se sont vendus à Santiago. Il faut noter que les clients du Banco Santander, sponsor officiel de la Copa América (mais également de la Copa Libertadores, Sudamericana et Recopa Sudamericana), ont pu acheter en exclusivité leurs billets avant tout le monde pendant 48 heures et par internet sur le site officiel du tournoi. La deuxième phase de vente débute la semaine prochaine.

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Produits dérivés

Ils sont à la charge de l’entreprise Sports Complements (qui avait également des droits identiques pour le Mundial Brasil 2014). L’agence a toute latitude pour créer, produire et commercialiser les produits dérivés. Sports Complements est une entreprise argentine qui possède les licences d’exploitation des produits dérivés de Boca Juniors, River Plate et Independiente notamment.

Mascotte

L’Euro 2016 vient de se choisir Super Victor, la Copa América a opté pour Zincha. Ce renard « joyeux, charismatique et intrépide » qui pense « toute la journée au football » a vu son nom choisi via un vote par SMS (payants) envoyés depuis le Chili. Pour motiver la participation la campagne incluait la possibilité de gagner 1 place pour la finale, des maillots de la sélection chilienne et des peluches Zincha. Zincha a été préféré à Andi ou Kul en remportant 47% des suffrages. Zincha est la contraction de zorro (renard) et hincha (supporter). A l’égal de Super Victor, Zincha a son propre compte Twitter (@zincha_ca2015).

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