Les partenaires bière de la Bundesliga

Les championnats de football reprennent petit à petit à travers l’Europe (à part la Liga espagnole où les joueurs sont en grève) et plusieurs données émergent progressivement nous permettant de faire des jolis tableaux comme on les aime dans le marketing sportif.

Je vous avais parlé des équipementiers en Premier League, on part cette fois-ci en Allemagne pour un sujet trivial mais au combien important, la bière. En effet, les supporters sont nombreux à consommer dans les stades et notamment de la bière. Pour résoudre ce problème, les clubs ont logiquement décidé de passer des partenariats avec des brasseurs pour leur céder le droit de vendre leurs produits dans l’enceinte du stade.

En Allemagne, le grand vainqueur de la guerre des bières parmi les 18 clubs de la Bundesliga est Bitburger qui détient 4 clubs, à savoir le FC Köln, le 1899 Hoffenheim, le Bayer Leverkusen et le Borussia Möchengladbach. Pour le premier et le troisième club nommé, Bitburger n’est pas le seul brasseur puisque la marque se partage les « pouring rights » comme on dit en anglais, avec Gaffel. Bitburger, 3ème brasseur allemand, détient aussi un contrat avec la Fédération Allemande de Football et bénéficie donc de visibilité lors des matchs de la Mannschaft et les autres compétitions de la fédération, notamment la DFB Pokal (coupe d’allemagne), contre un montant estimé à 3 millions d’euros annuel.

A la deuxième, nous retrouvons Krombacher qui détient un accord exclusif avec le VfB Stuttgart et le VfL Wolfsburg. En plus de ces partenariats, Krombacher a renforcé sa présence dans l’univers du football en devenant partenaire de la Bundesliga, aux côtés d’adidas, Sky, Grundig, Topps et EA Sports. Sur son site, la marque propose un jeu de pronostics (« Tippspiel » dans la langue de Goethe) sur chaque journée de Bundesliga. De plus, Krombacher est le sponsor du programme TV légendaire du football allemand, Sportschau, diffusé actuellement sur Sky Deutschland. La marque, clairement plus présente dans le football que son concurrent Bitburger, est aussi visible sur quelques soirées de Ligue des Champions et a le naming de la Westfalen Cup, un tournoi de football pour les équipes de la Westphalie, qualificatif pour la Coupe d’Allemagne, elle, sous contrat avec Bitburger…

Concernant les autres marques et les autres clubs, voici le tableau récapitulatif :

[table id=4 /]

A noter que Veltins détient le naming du stade Schalke 04, la Veltins Arena, et ce de 2005 à 2015 pour 5.5 millions d’euros par saison et que Holsten est aussi présent en Angleterre, dans le stade des Tottenham Hotspurs.



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