Nouvelles neuves du marketing sportif

Quelques news dans le monde du marketing sportif :

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La Fifa vient d’obtenir son nouveau fournisseur officiel en Technologies de l’Information (IT)
. En effet, c’est l’indien Satyam Computer Services, basé à Hyderabad, qui devient le nouveau fournisseur officiel IT pour les Coupes du Monde 2010 en Afrique du Sud et 2014 au Brésil et les deux Coupes des Confédérations afférentes. Satyam Computer Services est spécialisé dans l’outsourcing, du consulting et de la mise en place de systèmes informatiques pour les entreprises. Selon le fondateur de Satyam, ce partenariat participera à long terme au développement et à la croissance de l’entreprise. Satyam Computer Services sera en charge de mettre en place le coeur de la plateforme informatique qui sera utilisée pour la réservation des logements, de la billeterie et par les Comités d’Organisation et ce pour les 7 prochaines années.

Le cyclisme va mal. J’en avais déjà parlé dans un article traitant du retrait d’Adidas du cyclisme. Maintenant, c’est au tour de T-Mobile, sponsor de l’équipe allemande éponyme depuis 1991 (!!), qui décide de se retirer de ce sport entâché par les affaires de dopage. On pensait que les affaires de dopage n’avaient pas d’influence sur le comportement des sponsors (cf. vente des montres Festina après le scandale en 1998). Même si le bruit médiatique associé au Tour de France a augmenté en 2007, cela n’est que la conséquence de tous les articles et autres émissions consacrées au dopage dans le Tour. Le dopage fait du mal au cyclisme, autant sur le point de vue moral qu’économique. Les sponsors commencent à se retirer (Adidas, T-Mobile, etc.) ou à réfléchir sur leur avenir (Rabobank) et les télévisions allemandes ont cessé la diffusion du Tour. Que se passera-t-il dans l’avenir? Est-ce que le cyclisme va tomber dans l’anonymat comme l’annoncent les Français interrogés par Mediaedge:cia?

Le naming arrive en France. Et ce n’est pas à Lyon comme pressenti. C’est la ville du Mans et son club de football Le Mans Union Club 72 qui va avoir un nouveau stade, flambant neuf : le MMArena. Ce nouveau stade porte le nom de l’assureur MMA, qui va devenir le sponsor principale du club. Je pourrais écrire pendant des heures sur le naming tant il y a de choses à dire. Si vous voulez en savoir plus, voilà un PDF du cabinet d’études allemand en marketing sportif, Sport+Markt, sur l’avenir du naming en France (NDLR, Sport+Markt a réalisé une étude sur le naming de stades en 2007). Voilà la vidéo de la conférence au club du Mans avec Frédérick Thiriez, le président de la Ligue de Football Professionnel, les dirigeants du Mans et de MMA

21 Commentaires

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