La notoriété des sponsors des Jeux Olympiques de Londres 2012

Nous sommes plus qu’à 282 jours des Jeux Olympiques de Londres 2012 et les premières communications des sponsors voient le jour avec notamment Eurostar avec son Trainstorming ou encore Visa et la révélation de sa team d’athlètes comprenant les Français Nikola Karabatic (handball) et Laura Flessel-Colovic (Escrime).

Au Royaume-Uni, une étude intéressante a été réalisée par le cabinet Lightspeed Research pour le magazine Marketing Week sur la notoriété des sponsors de l’événement sur le sol britannique.

A moins d’un an, les résultats sont pour le moins surprenant puisque de nombreuses marques non-sponsor des J.O. se retrouvent associées à l’événement dans la tête de nos amis les Anglais. Par exemple, pour 20% des Britanniques, Mastercard est partenaire des Jeux Olympiques, ou encore pour 15% des interrogés, Nike est l’équipementier des J.O. Alors que dans les 2 cas, ce sont leurs concurrents directs, à savoir Visa et adidas, qui sont en réalité partenaires des J.O. Un vrai camouflet pour ces marques qui ont investi des centaines de millions d’euros pour s’associer à l’événement sportif numéro 1.

Seuls McDonald’s et Coca-Cola arrivent à tirer leur épingle du jeu puisque les 2 géants américains se classent à la 1ère et 2ème place avec respectivement 39% et 38%. Selon les analystes, les positions de McDonald’s et Coca-Cola s’expliquent par la « puissance » ou du moins la notoriété de la marque ce qui facilite l’association aux Jeux Olympiques. Cette relation explique les faibles taux d’association pour des marques comme Dow, Adecco, Cisco et Deloitte, qui ne sont pas coutumières des grandes campagnes de communication.

Cette étude met donc en avant le risque d’ambush marketing pour les marques partenaires et le « flou » régnant dans l’esprit du public. Néanmoins, cela n’est pas alarmant pour autant car les plans d’activation des marques partenaires ne sont pas encore lancés, laissant la place à leurs concurrents directs. Par exemple, Coca-Cola a à peine dévoilé son plan d’activation qui comportera un volet musical avec Mark Ronson, ou encore Samsung qui a lancé son programme « Genome Project » sur le territoire américain. A partir du moment où la machine sera en route, les chiffres s’équilibreront et reflèteront la réalité des investissements en marketing sportif.

Si vous avez des chiffres sur d’autres pays, je suis bien évidemment preneur. D’ici là, je vous laisse avec les résultats mis en forme par Marketing Week.

Resultats de l'etude sur la notoriete des sponsors des Jeux Olympiques
La notoriété des sponsors des Jeux Olympiques




49 Commentaires

  1. Ce qui est intéressant dans l’étude que tu nous propose, c’est de voir que certaines entreprises « Worldwide partners », avec des investissements énormes, ne ressortent pas du tout : Panasonic, GE… Inquiétant pour eux !

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