adidas et Coca-Cola, les marques les plus associées à l’EURO 2016

Le cabinet d’études YouGov vient de réaliser en ligne les 22 et 23 octobre dernier, une étude sur les pronostics des Français sur l’Euro 2016, ainsi que sur l’association et l’attribution des sponsors officiels à la compétition.

A moins de 8 mois de la compétition, l’intérêt pour la compétition est encore relativement faible puisque 42% des répondants disent qu’ils regarderont un ou plusieurs matchs de l’EURO 2016 qui se déroulera en France. Ce chiffre est plus élevé sur les hommes (55%), sur les jeunes (54% des 18-24 ans) et bien évidemment sur la population des « intéressés football » puisque l’intention de regarder un ou plusieurs matchs monte à 95%.

Parmi les 11 équipes sur lesquelles YouGov a demandé de réaliser des pronostics, plus de la moitié des Français prédisent que les équipes d’Allemagne (56%), d’Espagne (55%), d’Italie (54%), de France (52%) iront en phase finale de la compétition (c’est-à-dire seront qu’elles seront qualifiées à l’issue des phases de poules). L’Allemagne reste la grande favorite puisque 11% des Français voient la Mannschaft soulever le trophée le 10 juillet au soir au Stade de France, jour de la finale de l’EURO 2016. 6% désignent la France ou L’Espagne en vainqueur, quand 3% seulement envisage de voir gagner l’Italie.

D’un point de vue sponsoring et partenariats, les marques les plus associés à l’EURO 2016 (parmi une liste des sponsors officiels) sont adidas (44% des Français l’associent à l’Euro 2016), Coca-Cola (40%) et Française des Jeux (26%). McDonald’s et Crédit Agricole complètent le top 5 avec respectivement 24% et 16%. On remarque donc un véritable « gap » entre adidas et Coca-Cola d’une part, partenaires historiques de cette compétition et du football mondial, et les autres sponsors de la compétition, qu’ils soient sponsors globaux ou locaux. Alors qu’adidas va entamer ses activations EURO 2016 en novembre prochain avec la Future Arena, Coca-Cola a de son côté changé les bâches du Stade de France avec un message « Ensemble, Soyons Prêts » et la marque a par ailleurs sponsorisé toutes les diffusions des matchs de l’équipe de France de football avec un billboard de 6 secondes, et a réalisé une activation dans le magasin Citadium, avec le trophée de l’EURO 2016, le tout travaillant donc cette notoriété. Le sondage de YouGov montre par ailleurs que Coca-Cola est numéro 1 devant adidas sur les 18-24 ans et les 25-34 ans, une bonne nouvelle pour la marque dont le coeur de cible se trouve entre 16 et 25 ans. 

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Avec l’officialisation d’Orange cette semaine et les rumeurs qui envoient la Poste comme nouveau partenaire de la compétition, ce classement va sans doute être chamboulé dans les semaines et mois à venir.

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