Manchester United, roi du sponsoring régional

Qu’est-ce que le sponsoring régional ? Le sponsoring régional est tout simplement une tendance de sponsoring de la part des détenteurs de droits, qui en plus de signer des partenariats à l’échelle globale, vont signer des partenariats parfois similaires avec des acteurs locaux pour un territoire ou une région spécifique. A date, le football, et notamment le football anglais fait office de précurseur dans cette manière d’optimiser ces droits et d’augmenter ses revenus.

Le dernier rapport du cabinet Repucom, « European Football Clubs Income Stream Report » (publié aujourd’hui 20 août), montre que Manchester United est en avance par rapport à ses homologues sur l’optimisation des nouveaux programmes de sponsoring régionaux. Sur cette stratégie spécifique, le club génère 350% de revenus de plus que son dauphin, le FC Barcelone, ce qui est tout simplement énorme.

Ce rapport de Repucom a examiné les 20 clubs européens les plus puissants, ces derniers cumulant au total environ 5 milliards d’euros de revenus. En plus des revenus traditionnels (jours de match, droits TV,  vente de produits dérivés et contrats commerciaux), le sponsoring régional est devenu LA tendance dans le sponsoring d’aujourd’hui dans le football. 

Manchester United fut l’un des premiers clubs à adopter cette stratégie, avec la conclusion, en 2008, d’un partenariat faisant de la marque de Vodka Smirnoff leur « partenaire boisson responsable d’Asie Pacifique ». Pour la saison 2013/14, ce ne sont pas moins de 84 accords de sponsoring régionaux qui ont été conclus par les 20 clubs européens les plus puissants, engendrant un supplément de revenus de 54 millions d’euros. Plus de 59% de ce total a été généré par le seul club de Manchester United, soit environ 32 millions d’euros pour 38 partenariats. Les autres clubs en Europe ont suivi cette tendance mais restent à bonne longueur des Red Devils, avec Chelsea FC en deuxième place suivi du FC Barcelona dans ce classement en nombre de partenariats.


D’un point de vue région, l’Asie est le continent de prédilection avec 47 contrats au total. Viennent ensuite l’Europe (15), l’Afrique (10) et l’Amérique du Sud et Centrale (4). La Thaïlande est le pays le plus important avec 17 partenariats, s’expliquant par l’appétit immense de la population locale pour le football et notamment le football anglais et espagnol.

D’un point de vue sectoriel, la finance et les banques dominent comme le prouve le graphique ci-dessous :


Pierre-Emmanuel Davin, Directeur de Repucom France, s’est exprimé sur ce rapport dans le communiqué de presse sur le cas Manchester United : « Lors de la saison 2012/13, Manchester United a signé 13 accords de partenariats régionaux, puis 10 supplémentaires la saison suivante. Au regard de la saison 2014/15, le partenariat du FC Barcelone avec Tecate, leur bière officielle au Mexique, celui de Liverpool avec ComeOn! qui devient leur partenaire attitré dans les paris en Scandinavie, ainsi que l’engagement de Manchester City avec la Saigon Hnoi Commercial Joint Stock Bank, partenaire officiel « cartes de paiement » du club au Vietnam, au Laos et au Cambodge, prouvent bien que cette nouvelle stratégie maintient son allure de développement. »

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