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 :

43 Commentaires

  1. Hey! Would you mind if I share your blog with my zynga group?
    There’s a lot of folks that I think would really enjoy your content.
    Please let me know. Many thanks

  2. It is really a nice and helpful piece of information. I’m happy that you just shared this useful
    information with us. Please keep us up to date like this. Thank you for sharing.

  3. Pretty nice post. I just stumbled upon your weblog and wanted to mention that I have truly loved browsing your weblog posts.
    After all I will be subscribing for your feed and I’m hoping
    you write again very soon!

  4. It’s a shame you don’t have a donate button!
    I’d certainly donate to this outstanding blog! I suppose for now i’ll settle
    for book-marking and adding your RSS feed to my Google account.
    I look forward to new updates and will talk about this
    website with my Facebook group. Chat soon!

  5. Having read this I believed it was extremely enlightening.
    I appreciate you spending some time and effort to put this short article together.
    I once again find myself spending way too much time both
    reading and leaving comments. But so what, it was still worthwhile!

  6. Hello there! This is kind of off topic but I need some advice
    from an established blog. Is it hard to set up your own blog?
    I’m not very techincal but I can figure things out pretty fast.
    I’m thinking about setting up my own but I’m not sure where to begin. Do
    you have any tips or suggestions? Thank you

  7. I get pleasure from, result in I discovered exactly what I was looking for.

    You have ended my four day lengthy hunt! God Bless you man. Have a great day.

  8. Heya i am for the primary time here. I found this board and I in finding It really helpful & it helped me out
    a lot. I hope to offer something again and aid others such as you aided me.

  9. I like what you guys tend to be up too. Such clever work and
    exposure! Keep up the excellent works guys I’ve incorporated you guys to blogroll.

  10. With havin so much content and articles do you ever run into any problems of plagorism or copyright infringement?
    My website has a lot of completely unique content I’ve either written myself or outsourced but it appears a lot of it
    is popping it up all over the internet without my authorization. Do you know any methods to help protect against content from being stolen? I’d really appreciate it.

  11. No matter if some one searches for his necessary thing,
    therefore he/she wants to be available that in detail, therefore that thing is maintained over here.

  12. Thanks a bunch for sharing this with all of us you really know what you’re speaking about!

    Bookmarked. Please also discuss with my site =).
    We could have a link trade agreement between us

  13. Normally I do not read post on blogs, however I wish to say that this write-up very pressured me to check out and do it!
    Your writing style has been surprised me. Thank you, very nice article.

  14. Pretty nice post. I just stumbled upon your weblog and wanted to say that I
    have really enjoyed browsing your blog posts. In any
    case I’ll be subscribing to your rss feed and I hope you write again soon!

  15. We stumbled over here by a different website and thought I might check things out.

    I like what I see so now i’m following you.
    Look forward to looking into your web page again.

  16. Write more, thats all I have to say. Literally, it seems as though
    you relied on the video to make your point. You clearly
    know what youre talking about, why waste your intelligence on just posting videos to your blog when you could be giving us something enlightening to read?

  17. Very nice post. I just stumbled upon your
    weblog and wanted to say that I have really enjoyed surfing around your blog posts.
    In any case I’ll be subscribing to your rss feed and I hope you write again soon!

  18. I’ve been exploring for a little for any high quality articles or weblog posts in this kind of house .
    Exploring in Yahoo I ultimately stumbled upon this website.
    Studying this information So i am happy to express that
    I’ve an incredibly excellent uncanny feeling I found out just what I needed.

    I so much surely will make sure to do not omit this site and give it a look
    on a relentless basis.

  19. Good day! I know this is kind of off topic but I
    was wondering if you knew where I could find a captcha plugin for my comment form?
    I’m using the same blog platform as yours and I’m having problems finding one?

    Thanks a lot!

  20. Somebody essentially assist to make critically posts I’d state.

    That is the first time I frequented your web page and thus far?
    I surprised with the analysis you made to create this actual submit incredible.

    Excellent task!

  21. I’m really enjoying the design and layout of your blog.
    It’s a very easy on the eyes which makes it much more pleasant for me
    to come here and visit more often. Did you hire out
    a designer to create your theme? Great work!

  22. Great blog you have got here.. It’s hard to find excellent writing
    like yours these days. I really appreciate people like you!
    Take care!!

  23. Excellent beat ! I would like to apprentice while you amend your website,
    how can i subscribe for a blog site? The account aided
    me a acceptable deal. I had been a little bit acquainted
    of this your broadcast offered bright clear

  24. Hi there, i read your blog from time to time and i own a similar one and i was just curious if you get
    a lot of spam feedback? If so how do you protect against it,
    any plugin or anything you can recommend? I get so
    much lately it’s driving me crazy so any help is very much appreciated.

  25. Thanks , I have just been searching for information about this topic for
    ages and yours is the best I have came upon so far.
    But, what in regards to the bottom line? Are you sure in regards to the supply?

  26. It’s in point of fact a great and useful piece of info.
    I’m glad that you shared this helpful information with us.
    Please stay us informed like this. Thank you for sharing.

  27. Hello there! I know this is kinda off topic however I’d figured I’d ask.
    Would you be interested in exchanging links or maybe guest authoring a blog article or vice-versa?
    My blog discusses a lot of the same subjects as yours and I think we could greatly benefit from each other.
    If you’re interested feel free to shoot me an email.
    I look forward to hearing from you! Wonderful blog by the way!

  28. I am truly grateful to the owner of this web page who has shared this
    fantastic piece of writing at at this place.

  29. excellent issues altogether, you simply gained a new reader.
    What would you recommend in regards to your submit that you simply made some days in the past?
    Any certain?

  30. hello there and thank you for your information – I have definitely picked up something new from
    right here. I did however expertise some technical issues using this site, since I
    experienced to reload the website a lot of times previous to
    I could get it to load correctly. I had been wondering if your hosting is OK?

    Not that I am complaining, but slow loading instances
    times will very frequently affect your placement in google and could damage your high-quality score if advertising
    and marketing with Adwords. Anyway I am adding this RSS
    to my e-mail and can look out for a lot more of your respective fascinating content.
    Ensure that you update this again soon.

  31. Excellent blog you have here but I was wanting to know if you knew of any community forums
    that cover the same topics discussed here?

    I’d really love to be a part of community where I can get comments from other
    knowledgeable people that share the same interest.
    If you have any suggestions, please let me know. Thanks a lot!

  32. I don’t know if it’s just me or if perhaps everyone else experiencing problems with your blog.
    It appears like some of the text in your content are running off the screen. Can somebody else please comment and let me know if this is happening to them too?

    This could be a issue with my browser because I’ve had
    this happen previously. Kudos

  33. With havin so much written content do you ever run into any issues
    of plagorism or copyright violation? My website has a lot of exclusive content I’ve either created myself or outsourced but it
    seems a lot of it is popping it up all over the web without my authorization. Do you know any techniques to help protect against content from being stolen? I’d
    truly appreciate it.

  34. First off I want to say terrific blog! I had a quick question that I’d like to ask if you don’t mind.
    I was curious to know how you center yourself and clear your thoughts before writing.
    I have had a tough time clearing my mind in getting
    my thoughts out. I truly do enjoy writing but it
    just seems like the first 10 to 15 minutes tend to be wasted just trying to figure
    out how to begin. Any suggestions or hints? Cheers!

  35. I pay a quick visit everyday a few web sites and information sites
    to read content, except this webpage presents feature based writing.

  36. Its like you read my mind! You seem to know a lot about this, like you wrote the book in it or something.
    I think that you can do with some pics to drive the
    message home a little bit, but other than that,
    this is great blog. A fantastic read. I will definitely be

  37. Definitely consider that which you said.
    Your favorite reason seemed to be at the internet the simplest thing to be mindful of.
    I say to you, I certainly get annoyed whilst people
    consider worries that they just don’t recognize about. You controlled to hit the nail upon the top as neatly as outlined
    out the entire thing with no need side-effects , folks can take a signal.
    Will likely be back to get more. Thank you

1 Rétrolien / Ping

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

Laisser un commentaire

Votre adresse de messagerie ne sera pas publiée.