Les revenus sponsoring de la NBA

Les revenus sponsoring de la National Basketball Association et de ses 30 équipes ont totalisé 679 millions de dollars la saison 2013-2014, en hausse de 5,7% par rapport à l’année précédente, selon le cabinet IEG Research.

L’augmentation des revenus a été alimentée en partie par quatre nouveaux contrats au niveau de la ligue: Diageo, Foot Locker, Kumho Tire et Samsung, ce dernier qui aurait signé un contrat de 100 millions de dollars avec la plus grande ligue de basketball au monde.

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L’augmentation d’année en année les dépenses excèdent l’augmentation prévue de 4,9% dans le sponsoring sportif et la prévision de 4.3% dans la globalité du marché du sponsoring US (sport/cinéma/musique/etc.), signe de la vitalité du marché du sponsoring de la NBA.

Anheuser-Busch InBev est le sponsor le plus actif de la NBA avec 84% des ayant-droits ayant un contrat de sponsoring avec une marque de bière l’a avec une marque du groupe de bière. State Farm est le deuxième sponsor le plus actif avec 77%, suivi de Gatorade (68%).

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En terme de secteurs d’activité, les constructeurs automobile et compagnies d’assurance sont les catégories les plus actives de la NBA. Les marques de bière, les banques et les entreprises de télécommunications complètent le top 5. Rien de relativement nouveau par rapport au football en Europe, mise à part la présence des marques de bière sur le podium et du secteur « Lottery & Gaming » puisque ces deux secteurs ne subissent pas les contraintes des lois Européennes ou locales (Loi Evin en France par exemple).

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Concernant les équipes, les Boston Celtics, Brooklyn Nets, Chicago Bulls, Dallas Mavericks, Los Angeles Lakers et New York Knicks sont en tête de ce classement grâce notamment à la taille de leur marché local, offrant donc plus de possibilité d’activation aux sponsors locaux. Les Oklahoma City Thunder, l’équipe de Kevin Durant, font aussi partie du groupe de tête malgré le marché relativement petit. En moyenne, une franchise aux Etats-Unis gagne 679 millions de dollars par an de sponsoring, soit 528 millions d’euros, 5% de plus que la saison précédente. En comparaison, le Real Madrid, numéro 1 des clubs de football en Europe selon plusieurs classement (Deloitte Football Money League ou encore Forbes) a généré 211 millions d’euros de ces activités commerciales sur la saison 2012/2013, soit 2.5 fois moins qu’une franchise moyenne de la NBA !

Avec l’introduction du sponsoring maillot en NBA dans les 5 années à venir (dixit Adam Silver, le Commissionner de la NBA), ces revenus vont très certainement exploser pour atteindre à mon avis d’ici une décennie le milliard de dollars de revenus issus du sponsoring. D’ici là, la NBA aura encore atteint un niveau supérieur et se posera sans doute la question de l’équilibre mondial du basketball tant la NBA semble avoir quelques trains d’avance sur ses homologues…

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