Orange renouvelle avec la Confédération Africaine de Football

Orange CAN

Partenaire majeur du football africain depuis 2008, la marque de télécommunications Orange signe un nouveau partenariat de huit ans avec la Confédération Africaine de Football (CAF) en tant que Sponsor Officiel de cinq compétitions majeures de la CAF sur la période 2017-2024.

Avec comme point de départ la Coupe d’Afrique des Nations, appelée désormais la Coupe d’Afrique des Nations Total (CAN) au Gabon en janvier 2017, Orange a renouvelé son partenariat avec la Confédération Africaine de Football qui inclut les éditions 2019 au Cameroun, 2021 en Côte d’ivoire et 2023 en Guinée.

Ce partenariat d’une durée de huit ans couvre également la Coupe d’Afrique des Nations des moins de 20 ans Total (CAN U20), la Coupe d’Afrique des Nations Féminine Total, la Ligue des Champions de la CAF Total et la Supercoupe de la CAF Total. 

Par rapport au cycle précédent, Orange perd donc le naming des compétitions mais garde un périmètre pour le moins similaire au contrat signé auparavant avec l’agence SportFive, remplacé depuis par Lagardère Sports. Ce nouveau partenariat couvre donc :

  • Le tournoi final de la Coupe d’Afrique des Nations Total (2017, 2019, 2012 et 2023)
  • Le tournoi final de la CAN des moins de 20 ans Total (2017, 2019, 2021 et 2023)
  • La phase finale de la Ligue des Champions de la CAF Total (de 2017 à 2024)
  • Le tournoi final de la Coupe d’Afrique des Nations Féminine Total (2018, 2020, 2022, 2024)
  • La Supercoupe de la CAF Total (de 2017 à 2024)

Bruno Mettling, Directeur Général Adjoint Groupe et PDG d’Orange Middle East and Africa, a déclaré : « Le football est la passion numéro un de nos clients en Afrique et au Moyen-Orient. Nous sommes ravis de ce nouveau partenariat, qui nous permet de partager avec nos clients les événements qu’ils aiment. Associé depuis près de 20 ans à de nombreuses sélections nationales africaines, Orange réaffirme son engagement dans le football africain. Par ailleurs, Orange contribue à de multiples initiatives comme la plateforme digitale Orange Football Club particulièrement populaire dans les pays dans lesquels nous opérons. »

L’objectif principal de la stratégie sponsoring d’Orange, « Orange Sponsors You », est d’accorder aux supporters la reconnaissance qu’ils méritent en tournant les projecteurs vers eux et en les récompensant pour leur passion.

Dans un premier temps au Mali, Orange doublera le volume de data* de ses offres afin de permettre aux amateurs de football de rester informés des dernières actualités. La Coupe d’Afrique des Nations Total est le plus grand événement sponsorisé par Orange en Afrique et au Moyen-Orient, et les supporters pourront vivre des expériences uniques, incluant :

  • Du live dans les stades : près de 30 000 places (dont 1 000 places pour la Coupe d’Afrique des Nations Total au Gabon en janvier 2017) seront offertes pour assister à des matches afin de récompenser les fans pour leur fidélité.
  • L’élection du « Fan of the Match » : en exclusivité pour Orange, ce programme permettra au supporter le plus original d’être élu fan officiel du match à chaque finale.
  • Le « Warm-Up » : à chaque match, trois fans auront un accès privilégié pour assister aux échauffements d’avant-match des équipes.

Autour de ce partenariat majeur, Orange devrait développer une nouvelle prise de parole publicitaire mais aussi des offres business pour inciter les consommateurs à se procurer une carte SIM afin d’obtenir les derniers résultats et tout le contenu exclusif de la CAF durant ces compétitions.

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