Umbro lance le nouveau maillot extérieur de l’équipe d’Angleterre

Bon j’ai eu du mal à écrire à cet article (près de 2 heures) car scotché devant la TV pour regarder la finale de Wimbledon et le sacre de Djokovic!!

Je vais voulais parler football et d’une opération anodine du monde du marketing sportif, opération que vient de réaliser Umbro dans le cadre du lancement du nouveau maillot extérieur de l’équipe nationale d’Angleterre, qui a réussi à parler de football sans faire apparaitre un joueur ou un ballon…

En terme de calendrier, nous sommes clairement dans la saison de présentation de nouveaux maillots, que ce soit dans le monde du football mais aussi du rugby, avec de très bon exemples (lancement du nouveau maillot de l’Ajax d’Amsterdam par adidas) ou des ratés (le maillot de l’équipe de France de rugby par Nike, qui va rapidement devenir un de mes worst case favoris). Mais cette période d’annonce revêt un inconvénient majeur, à savoir l’absence de matchs et donc de rendez-vous avec l’actualité auxquels la marque peut facilement s’adosser pour faire parler. Typiquement, dans le football, les dernières journées de championnat parfois sans enjeu, représentent des occasions rêvées pour les équipementiers pour lancer leur nouvelle production.

Dans le cas d’Umbro, le problème fut de taille : faire parler du nouveau maillot de l’Angleterre au mois de juillet, c’est-a-dire entre les 2 matchs de l’équipe nationale (Angleterre-Suisse en juin et Angleterre-Pays-Bas en août prochain). L’équipementier, racheté par Nike il y a quelques années, a décidé  d’orchestrer le lancement du maillot et de la gamme lifestyle (veste, etc.) autour de l’événement sportif anglais d’envergure du début du maillot de juillet: le combat de boxe entre David Haye et Wladimir Klitschko.

La vidéo teaser :

Un choix surprenant mais au final, assez logique tant l’exposition médiatique de cette rencontre est importante. En effet, le champion de boxe anglais, champion du monde WBA des poids lourds, affrontait l’ogre ukrainien Wladimir Klitschko à Hambourg, dans la Imtech Arena (l’antre du club de football d’Hambourg SV) pour l’un des combats les plus attendus de l’année car le premier combat pouvant unifier les ceintures de la catégorie poids lourds. Un vrai rendez-vous pour les fans de boxe.

Avant le match, David Haye a reçu la visite de Tom Meighan, le chanteur du groupe Kasabian, venu l’encourager et lui demander son avis avant le match. Une belle manière pour Umbro pour créer du liant entre ces lancements de maillots, puisque souvenez-vous, la marque avait utilisé le groupe en février 2010 pour lancer le maillot extérieur de l’équipe nationale au cours d’une partie de Football Hero dans un hangar et surtout lors du concert à l’Olympia où le chanteur du groupe était monté sur scène vêtu du nouveau maillot.

Alors, certes Haye a perdu aux points, mais Umbro s’est garanti une belle visibilité avec cette opé car le match fut diffusé sur plus de 150 chaines dans le monde (RTL avait l’exclusivité en Allemagne, Orange Sport en France, Sky Box Office en pay-per-view au UK, HBO aux USA, sans compter les rediffusions et les chaînes d’information qui vont reprendre des images) assurant donc une audience certaine à la marque et des retombées médiatiques puisque les images de l’entrée du boxeur sur le ring avec le maillot ont sans doute déjà dû faire le tour du monde dans les JT d’aujourd’hui… De plus, comme expliqué plus haut, Hambourg est aussi une ville de football donc si vous mettez tous ces éléments ensemble, le potentiel est là pour réellement lancer le maillot.

Après la musique, maintenant la boxe pour Umbro et le football, un vrai dispositif innovant de marketing sportif pour la marque.

Qu’en pensez-vous? un équipementier doit-il rester dans l’univers sportif pour communiquer ou est-ce que les frontières ont disparu?

Les visuels :

 

Le nouveau maillot Away

 

La veste Umbro pour l’équipe nationale d’Angleterre

 

Pour vous procurer les maillots, une adresse : www.maillotsdesport.fr

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  1. Kasabian & Darren Bent aux commandes d'une équipe de football | Sportsmarketing.fr - Le Blog du Marketing Sportif

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