La NHL vaut plus que la Premier League et la Champions League

On parle de hockey sur glace, sport peu visible en Europe mais l’un des sports majeurs outre-Atlantique. Tellement visible que la NHL, la ligue de hockey nord-américaine vient de signer son partenariat le plus cher de l’histoire avec le brasseur Molson Coors.

Actuellement avec Anheuser-Busch (qui communiquait via sa marque Bud Light aux USA et Labatt au Canda), la NHL a décidé de ne pas renouveller avec le géant américain et signer avec son concurrent pour une durée de 7 ans et un chèque avoisinant les 375 à 400 millions de dollars (273.5 à 292 millions d’euros)!!!! Cela fait donc des versements annuels de 53.5 millions de dollars au minimum soit 39 millions d’euros! Un record!

Ce partenariat permettra à MolsonCoors aux USA et MillerCoors au Canada de devenir la bière officielle de la NHL (c’est un minimum) et d’être présent durant les événements majeurs de la NHL, à savoir le NHL Face-Off, le NHL Winter Classic, le NHL Heritage Classic, le NHL All-Star Game et la Stanley Cup (finale du championnat) mais aussi sur les supports média propriétaires comme NHL.com, la chaine privée dé télévision, NHL Network, et l’appli mobile, NHL Mobile. Molson Canadian renforce donc sa présence dans le hockey nord-américain puisque la marque était déjà partenaire de 6 équipes canadiennes (Montreal Canadians, Calgary Flames, Vancouver Canucks, Toronto Maple Leafs, Edmonton Oilers et Ottawa Senators) et des Detroit Red Wings.

Donc, 39 millions d’euros par an, cela fait donc 7 millions de plus par an que la valeur du partenariat entre Barclays et la Premier League, estimé à 97 millions d’euros sur 3 ans; et 9 millions de plus que le plus petit des contrats de sponsoring pour la Ligue des Champions UEFA (de mémoire UniCredit…)

Quand on sait que les audiences de la NHL sont en hausse, j’en connais certains qui doivent se frotter les mains et qui doivent se dire que le marketing sportif doit valoir le coup…

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