Comment la NBA a dominé Noël

Golden State Warriors' Draymond Green (23) celebrates after scoring against the Cleveland Cavaliers during the first half of an NBA basketball game Friday, Dec. 25, 2015, in Oakland, Calif. (AP Photo/Marcio Jose Sanchez)

Aux Etats-Unis, les jours fériés sont souvent synonymes de diffusions de compétitions sportives. Thanksgiving est traditionnellement réservé à la NFL et depuis quelques années, la NBA tente de s’emparer de Noël et le Jour de l’An est lui occupé par le NHL Winter Classic et la NCAA.

Depuis 1947, la NBA joue chaque année le lendemain de Noël (le 26 en France). C’est le plus ancien championnat à respecter cette tradition. Les matches de Noël sont toujours de grosses affiches (favoris, derbys, rivalités historiques …) et marquent très régulièrement le premier remake de la finale de la saison précédente.

En effet, lors du Noël 2015, la NBA a programmé les matchs suivants :

  • New Orleans Pelicans vs Miami Heat
  • Chicago Bulls vs Oklahoma City Thunder
  • Cleveland Cavaliers vs Golden State Warriors
  • San Antonio Spurs vs Houston Rockets
  • Los Angeles Clippers vs Los Angeles Lakers

NBA Christmas Day - LeBron James Stephen Curry

Pour ceux qui suivent un peu le basketball, vous aurez compris que dans la même soirée, Anthony Davis, Dwayne Wade, Derrick Rose, Kevin Durant, LeBron James, Stephen Curry, Tony Parker, James Harden, Chris Paul et Kobe Bryant évoluaient sur les parquets à travers les Etats-Unis. Et pour suivre ces confrontations, la NBA espère que les fans s’abonneront à son offre de streaming et de VOD, le NBA League Pass. 

Le NBA League Pass est l’offre en ligne permettant aux fans de la NBA à travers le monde de suivre les matchs. Dans sa version Premium, le NBA League Pass donne accès à tous les matches de la saison régulière, des Playoffs et des Finales NBA, et ce en direct ou à la demande et sur plusieurs supports (application mobile & site internet). Les matches en direct sont accompagnés d’une chronologie interactive qui vous permet de revoir chaque action et de les trier par équipes ou par joueurs. En complément de la vidéo, les utilisateurs ont accès aux statistiques en direct, ainsi que d’autres éléments interactifs (Tweets, photos, faits marquants…). Il faudra quand même débourser 250€ pour le NBA League Pass Premium et la version « de base » coûte elle 200€. Il existe même une offre aux alentours de 100€ pour suivre exclusivement une équipe pour les fans ultimes. J’ai la chance cette saison d’avoir le NBA League Pass Premium et je ne peux que vous le conseiller si vous avez les moyens.La capacité de pouvoir jongler entre les matchs de la soirée et la fluidité de la connexion vous garantissent des soirées et de débuts de nuits très agréables. 

La stratégie de programming des matchs est donc totalement pensée pour inviter et inciter les fans à souscrire au produit NBA League Pass.

La NBA a compris que Noël et l’esprit de Noël pouvaient être une source de revenus intéressante. Du côté de la billetterie, les prix des places sont d’ailleurs deux fois plus chers que durant le reste de la saison régulière. En effet, les places pour le match Cleveland vs Golden State se revendaient selon le site SeatGeek, en moyenne à 520 dollars (475€), faisant de ce match, le 2ème match le plus cher à la revente après le dernier match de Kobe Bryant qui aura lieu le 13 avril prochain.

Sur le merchandising et surtout les maillots, la ligue a décidé depuis 4 ans de produire des maillots spécifiques pour cette période de l’année, les Christmas Day Jerseys, produits par adidas, équipementier de la ligue.

Selon les premiers chiffres, la vente des maillots de Noël a fait +95% par rapport à l’année dernière, signe du véritable entrain et dynamisme des fans durant cette période de l’année.

NBA Christmas Day Jerseys

 

 

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