Le RC Lens passe de Reebok à adidas


Je vous l'annonçais sur Facebook hier, le Racing Club de Lens change d'équipementier pour la saison 2011/2012 puisque le club dirigé par Gervais Martel sera désormais habillé par adidas.

En réalité, ce contrat de sponsoring est un transfert au sein du groupe adidas, puisque la marque Reebok appartient au groupe d'Herzegenorauch. Avec le RC Lens, adidas accompagnera 4 des 5 clubs préférés des Français, les autres clubs étant l'Olympique de Marseille, l'Olympique Lyonnais et St-Etienne. Une décision logique puisque la marque se doit de garder son capital sympathie et sa relation avec les fans de football suite à l'arrêt du partenariat avec la FFF.

Mais plus surprenant, le communiqué de presse d'adidas annonce que "Reebok concentrera désormais son redéploiement dans le Fitness & le Training, en surfant sur son succès incontestable dans le Toning tant en France qu’au niveau mondial". Serions-nous en train d'assister à une ré-organisation de la politique des partenariats et des territoires de marques au sein du groupe adidas?

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