NFL : les revenus issus du sponsoring sont en hausse

Selon une étude de IEG, la NFL a augmenté ses revenus issus du sponsoring en 2014 pour atteindre 1,15 milliards de dollars (+7,8 % par rapport à 2013).

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La ligue de football américain est la plus populaire aux Etats-Unis et a de nombreux sponsors. Certains sont fidèles depuis de nombreuses années à l’image de Gatorade, partenaire depuis 1983. La NFL a aussi attiré 3 nouveaux sponsors en 2014 : Dannon (yaourt officiel), TD Ameritrade et les assurances Nationwide. Ces nouveaux contrats démontrent l’attractivité de la NFL malgré les quelques controverses auxquelles la ligue doit faire face notamment en termes d’image (violences domestiques).

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De manière générale, les assurances sont les entreprises les plus actives en termes de sponsoring en NFL. Ces dernières sont 6,7 fois plus susceptibles de s’associer à une équipe de NFL par rapport à la moyenne de tous les autres secteurs. La restauration rapide et les constructeurs automobiles s’impliquent également de manière forte dans cette ligue.

Les droits TV estimés à plus de 5 milliards de dollars sont également une source de revenus très importante pour la NFL et ses franchises. Grâce à la valeur de ces droits, la NFL est la ligue professionnelle la plus rentable du monde. Le tarif de ces droits s’explique par l’engouement du public pour le football américain à l’image du Super Bowl qui a réuni 114 millions de téléspectateurs en 2015.

La NFL est une organisation très puissante avec une communauté très étendue. Cette force permet à la ligue d’attirer les marques qui souhaitent toucher un large public en investissant dans le sport. Ces partenariats permettent aux sponsors d’avoir une forte visibilité et de créer des campagnes de communication uniques, des atouts indéniables pour se démarquer de leurs concurrents et promouvoir leurs produits et services. Toutes les équipes évoluant en NFL ne sont égales face aux sponsors, certaines ont des revenus issus du sponsoring inférieurs à la moyenne des franchises alors que d’autres sont très courtisées par les marques.

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