Qui pour remplacer PMU et le Maillot Vert sur le Tour de France ?

Mercredi 22 octobre 2014, Christian Prudhomme, patron d’ASO et de la Grande Boucle nous présentait le parcours du Tour 2015. Un millésime qui s’annonce sportivement ouvert par son tracé, mais aussi, ouvert sur le plan marketing sportif et plus précisément pour le sponsoring.

La veille du lancement du Tour 2015, Xavier Hürstel nouveau PDG de PMU, annonçait dans les médias l’évolution de sa stratégie sponsoring pour le groupe, et notamment la fin de son partenariat avec le Tour de France.

Plus concrètement, le maillot vert du leader du classement par points ne sera plus frappé du sceau PMU, les mains géantes disparaitront du bord des routes et la caravane publicitaire ne comportera plus les chars de l’entreprise de paris hippiques.

Les raisons invoquées par le nouveau PDG sont la rationalisation des investissements sur d’autres partenariats comme le rugby, le football et bien sûr les courses hippiques. Il ajoute aussi : « Nous normalisons notre gestion et c’est avec ces marges de manœuvre que nous financerons de nouveaux investissements pour nos points de vente. »

PMU Tour de France caravane publicitaire

Cette annonce ouvre donc de nouvelles opportunités pour les annonceurs souhaitant s’associer aux valeurs du cyclisme mais aussi à la puissance médiatique d’une épreuve comme le Tour de France. En effet, en moyenne 3,4 millions de téléspectateurs pour le Tour 2014, 7,2 millions pour l’épreuve finale sur France Télévision, et 12 millions de spectateurs sur le bord des routes. Le Tour offre une visibilité quotidienne incomparable sur une période de 3 semaines, pour la marque souhaitant apposer son logo sur le maillot vert de l’épreuve.

Sponsoriser le cyclisme permet aussi à la marque de créer un véritable lien de proximité avec le public, aller à la rencontre de ses consommateurs, notamment via la caravane publicitaire. C’est donc un réel levier qu’offre la Grande Boucle à ses partenaires, car le cyclisme est un des rares sports de grande audience à permettre la proximité par son image simple et accessible, valeur que certains sports comme le football recherchent aujourd’hui.

Ce choix audacieux comporte cependant une prise de risque importante, dans un premier temps, devenir partenaire officiel du Tour représente un investissement d’environ 1,5 millions d’euros (source TNS SPORT) pour une opération de sponsoring. Mais la réelle prise de risque se trouve dans le fait de remplacer PMU. Ce dernier partenaire historique du Tour de France sponsorisait le maillot vert depuis 25 ans, il est donc ancré dans l’histoire du Tour, mais plus encore, dans l’esprit des fans, supporteurs et spectateurs. En effet, ces derniers associeront inconsciemment la couleur à la marque de paris hippiques.

Il sera donc nécessaire pour le futur partenaire du classement par point d’activer son partenariat pour faire oublier les liens historiques entre le PMU et le Tour de France.

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