Manchester City vend son stade aux Emirats

Manchester City et Etihad Airways viennent d’annoncer un partenariat de grande envergure, ce qui a provoqué un mini-séisme dans la presse et le monde du marketing sportif britannique.

En effet, ce partenariat concerne le naming du stade de Manchester City, qui cessera désormais de s’appeler The City of Manchester Stadium, pour prendre le nom de la marque, à savoir le Etihad Stadium, au coeur du complexe plus large, le Etihad Campus (comprenant la Sportcity pour ceux qui connaissent Manchester…), qui permettra au club et à la marque d’acquérir des terrains qui seront par la suite transformés en complexe immobilier générant du cash pour remplir les caisses.

Les prix annoncés sont juste délirants car on serait sur un deal avoisinant les 300 MILLIONS DE LIVRES SUR 10 ANS et comprendrait aussi la prolongation du sponsoring maillot de l’équipe. Ce montant (337.6 millions d’euros) est un record dans l’histoire du naming britannique, réduisant le deal entre Emirates et Arsenal à un partenariat de second zone (NB: Emirates paie environ 100 millions de livres sur 15 ans pour le stade et le sponsoring maillot). Selon les dirigeants de City et d’Etihad Airways, la valeur de ce montant s’explique par la visibilité et l’exposition qu’aura la marque Etihad dans le football, dans les années à venir avec notamment dès la saison 2011/12, la participation à la Ligue des Champions mais aussi la création de contenu spécifique football qui sera embarqué dans les avions Etihad (et plus particulièrement dans les destinations clés comme l’Inde, la Chine, les USA, le UK et l’EAU), et bien évidemment le complexe immobilier Etihad Campus qui devrait transformer le quartier d’Eastlands un véritable mecque du sport.

Et comme signe de l’opulescence de la marque, l’avion A330 qui fera la route entre Manchester et Abu Dhabi sera entièrement habillé aux couleurs du club de football, sorte de trip mégalo-commercial…

Même si la Grande-Bretagne est plus en avance sur cette pratique que les Français, le naming reste extrêmement minoritaire puisque 6 équipes évolueront en Premier League dans un stade aux noms d’une marque : Bolton et le Reebok Stadium, le Britannia Stadium de Stoke City, le DW Stadium de Wigan, le Liberty Stadium de Swansea City, l’Emirates d’Arsenal et donc l’Etihad Stadium de City.

Aux USA, 18 des 32 franchises NFL ont signé un accord de naming mais la donne est différente puisque l’implantation d’un stade est plus volatile qu’en Europe puisque les franchises se déplacent de ville en ville selon le potentiel du marché en terme de revenus commerciaux et média. C’est en Allemagne que le naming est vraiment devenu une pratique avec notamment Allianz, la compagnie d’assurance et aussi partenaire de la Coupe du Monde Féminine FIFA, qui est devenu partenaire naming en 2005 du stade du Bayern Munich pour un investissement estimé à 70 millions d’euros sur 15 ans. Une signature qui a rapidement été suivie par celle de Signal Iduna, qui a paraphé un contrat de 5 ans et de 20 millions d’euros pour récupérer le stade du Borussia Dortmund. Maintenant ce sont 13 des 20 équipes de la Bundesliga qui évoluent dans un stade portant le nom d’une marque. Une pratique qui fonctionne en Allemagne, puisque selon l’Annual Review of Football Finance par Deloitte, les clubs de Bundesliga ont empoché 789 millions d’euros en partenariats et revenus commerciaux pour la saison 2009-10, versus les 560 millions de la Premier League.

Ce qui me choque réellement dans ce partenariat entre City et Etihad est le montant déboursé pour un stade qui est déjà existant et qui comporte sa propre histoire (créé en 2002 pour les jeux du Commonwealth), puisque d’ailleurs les supporters ont même l’habitude d’appeler le stade « Eastlands » du nom du quartier où il est implanté que City of Manchester Stadium. Je l’ai répété dans cet article et lors d’un des podcasts Sport, Blog & Business mais un naming n’est efficace que si le stade est en cours de construction et n’a pas créé d’histoire et de lien émotionnel avec les supporters. J’ai bien peur que le taux d’adoption du  nouveau nom du stade soit bien faible même si de bonne grosses campagnes de pub et de communication par les qataris devraient faire l’affaire. Petit détail amusant : il semblerait qu’Etihad en arabe veuille dire « United », de quoi faire rager quelques fervents supporters qui doivent voir d’un mauvais oeil leur stade se transformer en « United Stadium », tant la rivalité avec Manchester United est forte.

Et par dessus tout, à l’heure où l’UEFA parle de Fair-Play Financier, un club tenu par un membre de la famille royale des Emirats qui vient de signer un contrat conséquent avec une compagnie tenue par la famille royale des Emirats devrait faire soulever quelques sourcils du côté de l’UEFA. D’ailleurs on ne sait toujours pas si ce contrat permettra au club de revenir à 0 tant le déficit est important (annoncé à 120 millions de livres…) mais on sait que l’UEFA a décidé de surveiller de près ces transactions financières.

Bref encore une opération bizarre de nos amis du Moyen-Orient qui semblent avoir décidé que le football deviendrait leur terrain de jeu mondial et que les millions dépensés leur achèteraient une certaine crédibilité (Paris Saint-Germain, FC Barcelone) mais le pari est loin d’être gagné…

72 Commentaires

  1. « Bref encore une opération bizarre de nos amis du Moyen-Orient qui semblent avoir décidé que le football deviendrait leur terrain de jeu mondial et que les millions dépensés leur achèteraient une certaine crédibilité (Paris Saint-Germain, FC Barcelone) mais le pari est loin d’être gagné… » un paragraphe empli de racisme et de stéréotypes. Le foot est un business qui permet d’atteindre les classes populaires. Il est normal que les puissances financières s’y intéressent surtout à l’horizon de la coupe du monde 2022.

  2. Thank you for the auspicious writeup. It in fact was a amusement account it.
    Look advanced to more added agreeable from you! By the way, how could we communicate?

  3. I was wondering if you ever thought of changing the layout of your site?
    Its very well written; I love what youve got to say. But
    maybe you could a little more in the way of content so people could connect with it better.
    Youve got an awful lot of text for only having one or 2 images.
    Maybe you could space it out better?

  4. Do you have a spam problem on this site; I also am a blogger, and I was wondering your situation; many of us have created some nice methods
    and we are looking to exchange techniques with other folks, why not
    shoot me an email if interested.

  5. I know this if off topic but I’m looking into starting
    my own blog and was wondering what all is required to get set up?
    I’m assuming having a blog like yours would cost a pretty penny?

    I’m not very internet smart so I’m not 100% sure.
    Any suggestions or advice would be greatly appreciated.
    Thanks

  6. Great beat ! I would like to apprentice while you amend your
    site, how could i subscribe for a weblog website?
    The account aided me a acceptable deal. I have
    been a little bit familiar of this your broadcast provided bright transparent concept

  7. What’s up to every body, it’s my first go to
    see of this web site; this website includes awesome and genuinely good information designed for visitors.

  8. Hello to every single one, it’s really a good for me to
    go to see this website, it consists of precious Information.

  9. I am extremely impressed along with your writing skills and also with the format for your
    blog. Is that this a paid theme or did you customize
    it yourself? Anyway stay up the nice quality writing, it is uncommon to peer a
    nice weblog like this one nowadays..

  10. It’s actually very complicated in this full of activity
    life to listen news on Television, thus I just
    use web for that reason, and take the latest information.

  11. Hey would you mind sharing which blog platform you’re
    working with? I’m planning to start my own blog soon but I’m having a tough time making a decision between BlogEngine/Wordpress/B2evolution and Drupal.
    The reason I ask is because your design and style seems different then most blogs
    and I’m looking for something unique.
    P.S Sorry for being off-topic but I had to ask!

  12. We are a bunch of volunteers and opening a brand new scheme in our community.
    Your website provided us with valuable info to work on. You’ve done a formidable activity and
    our entire community will probably be grateful to you.

  13. This is a really good tip especially to those fresh to the blogosphere.
    Short but very accurate information… Many thanks for sharing this one.
    A must read article!

  14. I have read a few excellent stuff here. Definitely price bookmarking for revisiting.
    I surprise how so much effort you set to make this kind of excellent
    informative site.

  15. I’ve been surfing on-line more than three hours as of late, but I by no means discovered any attention-grabbing article like yours.
    It’s beautiful price sufficient for me. Personally, if all webmasters and bloggers made good content as you probably did,
    the web shall be much more helpful than ever before.

  16. You could definitely see your skills within the article you write.
    The sector hopes for more passionate writers such
    as you who aren’t afraid to mention how they believe.
    All the time go after your heart.

  17. I blog often and I truly thank you for your information. This article has really peaked my interest.
    I will book mark your site and keep checking for new details about once per week.
    I opted in for your Feed too.

  18. I’ve been browsing online more than three
    hours today, but I by no means found any interesting article like yours.
    It is lovely value enough for me. In my opinion, if all webmasters and bloggers made just right content
    as you probably did, the web can be much more useful than ever before.

  19. Its like you read my mind! You seem to understand a
    lot about this, such as you wrote the guide in it or something.
    I think that you could do with some % to power the message house a little bit, but instead
    of that, that is magnificent blog. A great read. I will certainly
    be back.

  20. My spouse and I stumbled over here coming from a different page and thought
    I may as well check things out. I like what I see so now i’m following you.

    Look forward to going over your web page for a second time.

  21. Hi there! I just wanted to ask if you ever have any issues
    with hackers? My last blog (wordpress) was hacked and I
    ended up losing several weeks of hard work due to no back up.
    Do you have any solutions to prevent hackers?

  22. Thank you for sharing your info. I truly appreciate your efforts and I
    am waiting for your further write ups thanks once again.

  23. Just wish to say your article is as astonishing. The clearness to your put up is simply nice and i can think you are a professional on this subject.

    Well along with your permission let me to snatch your RSS feed to stay updated with approaching post.

    Thanks one million and please continue the rewarding work.

  24. Good day! This is my first visit to your blog!
    We are a group of volunteers and starting a new initiative in a community in the
    same niche. Your blog provided us beneficial information to work on. You have done a extraordinary job!

  25. Howdy! I realize this is kind of off-topic but I had to ask.

    Does operating a well-established blog such as yours take a large amount of work?
    I am completely new to writing a blog but I do write in my diary on a daily
    basis. I’d like to start a blog so I can easily
    share my personal experience and feelings online.
    Please let me know if you have any kind of ideas or tips for new aspiring blog owners.
    Thankyou!

  26. I’ll right away take hold of your rss feed as I can not to find
    your e-mail subscription link or newsletter service. Do you’ve any?
    Please let me realize so that I could subscribe. Thanks.

  27. Write more, thats all I have to say. Literally, it seems as though you relied on the
    video to make your point. You definitely know what youre talking about,
    why throw away your intelligence on just posting videos to your blog when you could
    be giving us something informative to read?

  28. Hello all, here every person is sharing such familiarity, thus it’s good to read this web site,
    and I used to go to see this weblog all the time.

  29. Hi there everybody, here every one is sharing these familiarity, so it’s nice to read this weblog, and I used to pay a visit this webpage
    all the time.

  30. Hi! I simply wish to give you a big thumbs up for your excellent info
    you’ve got here on this post. I’ll be returning to your blog
    for more soon.

  31. Hi there to every body, it’s my first visit of this blog; this
    webpage consists of awesome and truly fine data in favor of visitors.

  32. Hello, Neat post. There is an issue together with your
    website in web explorer, would check this? IE nonetheless is the market chief and a
    huge part of other people will leave out your great writing because
    of this problem.

  33. Do you mind if I quote a few of your posts as long as
    I provide credit and sources back to your weblog?

    My website is in the very same area of interest as yours and my visitors would certainly benefit
    from some of the information you provide here. Please let me know if this okay with you.
    Regards!

  34. If some one desires to be updated with most recent technologies therefore he must be pay a quick
    visit this site and be up to date every day.

  35. Hello, i think that i saw you visited my blog so i came to “return the favor”.I’m trying to find things to improve my site!I suppose its
    ok to use a few of your ideas!!

  36. When I originally commented I clicked the « Notify me when new comments are added » checkbox
    and now each time a comment is added I get
    three e-mails with the same comment. Is there any way you can remove people from that
    service? Thanks!

  37. Great blog! Do you have any tips and hints for aspiring writers?
    I’m hoping to start my own site soon but I’m a little lost on everything.
    Would you propose starting with a free platform like WordPress or
    go for a paid option? There are so many options out there that I’m completely confused ..

    Any recommendations? Kudos!

  38. After I originally left a comment I appear to have clicked
    on the -Notify me when new comments are added- checkbox and
    from now on whenever a comment is added I get four emails with the
    same comment. There has to be an easy method you are able to remove
    me from that service? Cheers!

  39. I know this if off topic but I’m looking into starting my own weblog and was
    wondering what all is needed to get setup? I’m assuming having a blog like yours would cost a pretty
    penny? I’m not very web smart so I’m not 100% positive.
    Any suggestions or advice would be greatly appreciated.
    Many thanks

  40. I appreciate, lead to I discovered just what I used to be looking for.
    You have ended my four day long hunt! God Bless you man. Have a nice day.
    Bye

  41. Very great post. I just stumbled upon your weblog and
    wished to mention that I’ve really loved surfing around your weblog posts.

    In any case I will be subscribing to your feed and I hope you write once more soon!

  42. Hi there would you mind sharing which blog platform you’re using?
    I’m planning to start my own blog in the near future but I’m having a difficult time
    selecting between BlogEngine/Wordpress/B2evolution and Drupal.

    The reason I ask is because your design seems different then most blogs and I’m looking for something unique.
    P.S Apologies for being off-topic but I had to ask!

  43. It is appropriate time to make some plans for the long
    run and it’s time to be happy. I have learn this publish and if
    I may I want to counsel you some fascinating things or advice.
    Maybe you could write subsequent articles relating to this article.
    I want to read even more issues approximately it!

  44. Hello everyone, it’s my first visit at this site, and post is actually
    fruitful in support of me, keep up posting these articles or reviews.

  45. You actually make it seem so easy with your presentation but I find this matter to
    be really something which I think I would never understand.
    It seems too complex and very broad for me. I’m looking forward for your next post, I’ll try to get the hang
    of it!

  46. I’m not that much of a internet reader to be honest but your sites really nice,
    keep it up! I’ll go ahead and bookmark your website to come back down the road.

    Many thanks

  47. Its like you read my mind! You seem to know a lot about this, like you wrote the book in it or something.
    I think that you can do with a few pics to drive the message home a little bit, but other than that, this
    is great blog. A great read. I will definitely be back.

  48. What’s up to every one, the contents present at this web
    page are really amazing for people knowledge, well, keep
    up the nice work fellows.

  49. Excellent post. I used to be checking constantly this
    blog and I am impressed! Extremely helpful information specially the last section :
    ) I deal with such info much. I used to be looking for
    this particular info for a long time. Thanks and
    good luck.

  50. I think this is among the most important information for me.

    And i am glad reading your article. But want to remark on few general things, The
    website style is wonderful, the articles is really excellent : D.

    Good job, cheers

  51. I really like what you guys tend to be up too. This sort of clever work and reporting!
    Keep up the superb works guys I’ve added you guys to my blogroll.

  52. Greetings, I think your website may be having internet
    browser compatibility problems. When I look at your web site in Safari,
    it looks fine however, when opening in Internet Explorer, it has some overlapping issues.

    I merely wanted to give you a quick heads up! Besides that, fantastic site!

  53. Hi there, all is going perfectly here and ofcourse every one is sharing facts, that’s truly excellent, keep up writing.

  54. Commander Viagra Pharmacie [url=http://cialtobuy.com ]cialis[/url] Non Generic Prednisone Online
    Vente Cialis Belgique Generique Du Cialis
    Synthroid 75 Mcg No Prescription generic cialis Amoxicillin Effectiveness

  55. Hello to all, how is the whole thing, I think every one is getting
    more from this site, and your views are good in support of new users.

  56. Hi, I do think this is an excellent website. I stumbledupon it 😉 I’m going to return yet again since i
    have book marked it. Money and freedom is the greatest way to change, may you be rich
    and continue to help others.

  57. For hottest information you have to pay a quick visit world-wide-web
    and on internet I found this website as a finest site for most up-to-date updates.

  58. I have read so many articles or reviews about the blogger lovers
    but this paragraph is truly a pleasant piece of writing, keep it
    up.

3 Rétroliens / Pings

  1. Betfair dit "Hasta la Vista" à Carlos Tevez | Sportsmarketing.fr - Le Blog du Marketing Sportif
  2. Les joueurs d'Arsenal font du ballet | Sportsmarketing.fr - Le Blog du Marketing Sportif
  3. Manchester City s'habillera en Nike | Sportsmarketing.fr - Le Blog du Marketing Sportif

Laisser un commentaire

Votre adresse de messagerie ne sera pas publiée.


*