Microsoft, nouveau partenaire naming de Santiago Bernabeu ?

La nouvelle a éclaté il y a quelques jours mais la rumeur trainait depuis quelques semaines : Microsoft est en discussions avancées avec le Real Madrid pour obtenir les droits de naming du stade Santiago Bernabeu.

Le Real Madrid a depuis plusieurs mois le projet de rénover le stade, un projet qui coûte environ 400 millions d’euros, un montant qui, pour Florentino Perez, son président, ne peut être financé à 100% par le club dans ce climat économique compliqué. En plus de la complexité financière et marketing, Florentino Perez, qui ne révèlera la décision qu’au milieu de l’année prochaine pour une mise en oeuvre en 2016, devra aussi ajouter la variable sentimentale dans cette équation, qui peut se révéler être la variable la plus difficile à gérer.

Cependant, les relations entre Microsoft et le Real Madrid existent déjà et certains projets sont déjà lancés entre les deux pays. En effet, Microsoft et le Real Madrid collaborent dans un projet de promotion de l’éducation par le sport et la technologie dans différents pays d’Amérique Latine et des Caraïbes. Autre sujet de collaboration : la rénovation de l’infrastructure technologique de Santiago Bernabeu par Microsoft.

Dans le cadre de ce futur partenariat naming – où on annonce aussi Emirates et Audi comme potentiels candidats – Microsoft via Bill Gates lui-même verserait 1 million d’euros de don à la Fondation Real Madrid pour développer les programmes sociaux et sportifs du Real Madrid. 

En réalisant ce partenariat, le Real Madrid frapperait un grand coup dans le monde du sport business et dans la pratique du naming dans le monde du football. Avec un best practice qui reste à date Arsenal qui, lors de son changement de stade, a signé un partenariat avec la compagnie Emirates pour 150 millions d’euros pendant 10 ans. Suivi peu de temps après par Manchester City et et Etihad Airways pour 170 millions d’euros. Mais l’approche est tout autre pour le Real Madrid, puisque ce partenariat naming devrait être signé pour une durée de 5 à 6 ans maximum, surprenant quand on sait que la durée est un des critères clés pour garantir l’adoption du nouveau partenaire dans le langage courant des supporters mais aussi des médias, mais cela permettra de gérer la problématique sentimentale expliquée plus haut. Le Real Madrid devrait d’ailleurs prendre comme exemple celui des 2 clubs de Munich (Bayern Munich et Munich 1860) avec Allianz qui a payé 88 millions d’euros pour 15 ans.

Comme je vous l’expliquais plus haut, cette opération visera à renflouer les caisses du Real Madrid, des caisses qui sont déjà approvisionnés par les différents sponsors du club, à savoir les 13 sponsors principaux de la section football (Emirates pour 25 millions par an, adidas pour 50 millions d’euros par an, Bwin, Audi pour 10 millions d’euros par an et une voiture par joueur et membre du staff, Mahou, Movistar, Coca-Cola, BBVA entre autres) et les 4 de la section basketball (adidas, MMT, la Comunidad de Madrid, San Miguel).

Les discussions ont été confirmées semaine dernière par la présidente de Microsoft Espagne, Maria Garaña, au cours d’un entretien avec la presse, sans préciser un retroplanning de négociations entre la multinationale américaine et le club légendaire de football. Mais selon diverses sources, le montant demandé par le Real Madrid avoisinerait les 50 millions d’euros par an, ce nous ferait un contrat aux alentours des 255 à 306 millions d’euros, en y ajoutant la contribution financière de Bill Gates à la fondation Real Madrid.

Alors info ou intox ? Qu’en pensez-vous ? Etes-vous prêt d’ici 2 ans à dire que le Real Madrid jouera dans son nouveau stade, le stade Santiago Bernabeu-Microsoft ?

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