Nouvelle Zélande-France, le loupé de la FFR

Je ne vais pas vous reparler du match Nouvelle Zélande-France (que j’ai eu la chance d’assister dans ses supers conditions grâce à la Société Géénrale, encore merci) mais plutôt de la communication de la Fédération Française de Rugby autour de ce match choc de la poule A de la Coupe du Monde de rugby.

La FFR a décidé de réaliser un teaser pour ce match, ce qui est une bonne chose car qui de plus crédible et légitime que la Fédération pour communiquer sur ce match et rallier la France de rugby derrière les joueurs. Le problème n’est pas tant les images de ce film de 90 secondes mais la musique puisqu’en effet la FFR a décidé d’utiliser la chanson de Justice, « Civilization ».

Cependant, « Civilization » de Justice est la musique utilisée par adidas dans le cadre du lancement de sa nouvelle signature et du nouveau positionnement de la marque : « all in », lancée en mars dernier. Vu les investissements média d’adidas pour le lancement de son nouveau positionnemment, la chanson et la marque ne font maintenant plus qu’un dans le monde du marketing sportif…

Le problème, c’est que l’équipementier de l’équipe de France n’est autre que Nike, l’éternel rival d’adidas, qui a acquis ce partenariat contre 2.5 millions d’euros par an, pendant près de 10 ans.

Un partenariat qui prendra fin en juillet 2012, repris par… adidas pour les 6 prochaines années. La FFR aurait-elle déjà tourné la page?


34 Commentaires

  1. Attends, c’est plus que reprendre Civilization, ils ont repris la musique du spot adidas bruitage inclus !!! Incroyable. J’en reste bouche-bée…
    Après, on pourra penser qu’ils faisaient la promo… des All Blacks, en adidas. Qui ont démontré qu’ils étaient all in.

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