Le PSG signe de nouveaux partenaires

Après l’arrivée des qataris qui a transformé le PSG d’un club de L1 à une superpuissance footballistique (82M d’euros investis dans le mercato, soit 337 719 tonnes de riz, 77 m de traitements contre le palu comme le remarquait très justement Grégory Pouy sur twitter), le PSG se devait de confirmer son nouveau status. Bon c’est loupé car défaite 1-0 à domicile face à Lorient.

Mais tout n’est pas perdu pour le Paris Saint-Germain car le club vient d’annoncer plusieurs partenariats avec Indesit (aussi partenaire d’Arsenal, de l’AC Milan et du Shakhtar Donetsk), mais aussi Citroën et plus surprenant l’Ile de la Réunion Tourisme.

Guillaume Hoarau lors de PSG-Lorient (Ligue 1, 1ère journée)
Guillaume Hoarau lors de PSG-Lorient (Copyright C. Gavelle)

Indesit, marque d’électroménager italien, bénéficiera de visibilité maillot, sur la manche gauche plus précisément et prend donc le rang de partenaire officiel du Paris Saint-Germain. La marque remplace Poweo pour un deal avoisinant les 600 000 € par an (sans bonus liés à la performance sportive). Citroën, à l’inverse, ne sera pas présent sur le maillot parisien mais organisera à la mi-temps de chaque match joué à domicile, la Citroen Golden Barre, version remixée du Challenge Telefoot (à savoir tir depuis le milieu de terrain qui doit toucher la barre transversale), lui-même adaptation du « million dollar shot », créé aux Etats-Unis . L’inscription à ce concours se fait sur le site internet du PSG mais aussi la page facebook, qui dispose maintenant de plus de 600 000 fans.

Le dernier partenaire en date du PSG n’est autre qu’Ile de la Reunion Tourisme, l’office du tourisme réunionnais, qui devient Partenaire Entreprises du club, au même niveau que Citroën, Coca-Cola, EA Sports ou encore PMU. Avec ce partenariat, l’Ile de la Réunion Tourisme est la première destination à devenir partenaire d’un club sportif Français et aura de la visibilité sur la panneautique terrain ainsi que sur le site Internet et pourra organiser des opérations de relations publiques. Au total, 19 matchs de Ligue 1 et les matchs de qualification de l’Europa Ligue jusqu’aux 16èmes de finale vont assurer une visibilité internationale à l’île.

Ce partenariat renforce l’association entre l’île et le club, association qui a débuté en réalité avec le recrutement de Guillaume Hoarau, devenu depuis ambassadeur de l’île. L’IRT a profité de cet accord pour développer un programme de formation des jeunes joueurs. En effet, des membres de la direction technique du PSG se rendront ainsi prochainement sur l’île pour détecter des espoirs et former les éducateurs sur les techniques de jeu et la préparation physique.

On en parle actuellement avec la mainmise des Qatari sur le football mondial (pas plus tard que vendredi sur Europe mais déjà en février dernier dans le podcast Sport, Blog & Business) mais à un niveau moindre, l’île de la Réunion emploie la même stratégie, à savoir utiliser la panoplie des outils du marketing sportif pour travailler sa notoriété et son image à l’international. Le budget n’est pas le même certes mais les objectifs le sont.

On poussait la réflexion un peu plus loin, verrons-nous à terme des stratégies de marketing sportif pour les pays émergents?

34 Commentaires

    • Je n’ai pas dit que c’était un tweet de Greg Pouy mais « comme le remarquait très justement Grégory Pouy sur twitter », ce qui laisse suggérer que cela peut être un tweet ou un RT… noob!
      Mais content de savoir que tu lis ma parution ceci dit 😉

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