SONY et Emirates stoppent le sponsoring de la FIFA

Les graves accusations de fraude dans l’attribution de la coupe du monde 2022 au Qatar font polémique depuis 2011, si bien que fin novembre 2014, la FIFA voit deux de ses sponsors poids lourds (Sony et Emirates) mettre fin à leurs partenariats.

Le 2 décembre 2010, le Qatar est désigné pour l’organisation du Mondial 2022, un vote très vite contesté par les observateurs du football mondial. En cause, les accusations de corruptions entre les officiels du Qatar et certains membres de la FIFA.

1344893_full-lnd

Un problème d’image :

Le climat est donc de plus en plus irrespirable au sein de la FIFA. Depuis 2011, les preuves des comportements déviants de la part des fédérations et certains officiels Qataris s’accumulent, et écornent l’image de l’organisateur de la Coupe du Monde. Si bien que les principaux sponsors de la compétition ont décidés de réagir.

Capture d’écran 2014-12-09 à 14.33.20

Comme on peut le lire sur le site de la FIFA, «la FIFA constitue l’une des meilleures plateformes mondiales de marketing, offrant aux sponsors un accès rêvé aux consommateurs».

L’intérêt pour les marques est alors de s’associer aux valeurs de cette compétition, à savoir l’unité, la solidarité, l’esprit d’équipe, et de bénéficier de l’audience mondiale que crée ce sport.

Ainsi l’entreprise sponsor peut communiquer à travers l’image du produit Coupe du Monde, et toucher un large public dans tout le monde. Pour exemple, la coupe du monde 2010 en Afrique du Sud avait réunit au global 3,2 milliards de téléspectateurs du monde entier.

Mais lorsque l’image si positive de la FIFA est touchée par les polémiques, c’est aussi l’image des sponsors qui est touchée. Une situation inadmissible pour les gérants des entreprises partenaires, compte tenu de l’investissement concédé pour s’associer aux compétitions : en moyenne : 63 millions de dollars par compagnie. (Source NouvelObs).

partenariat-fifa-et-sony-pour-la-coupe-du-monde-14

La réaction des sponsors :

Devant la dégradation de l’image de la FIFA, quatre principaux sponsors Sony, Adidas, Visa et Hyundai décident de réagir, en demandant des explications à l’organisation, et en insistant pour qu’une enquête soit réalisée sur les conditions d’attribution de la Coupe du Monde 2022 au Qatar.

La direction d’Adidas confirme en juin 2014 dans la presse : «Nous sommes confiants de voir cette enquête traitée avec une priorité haute. Cependant, la teneur négative du débat public n’est ni bon pour l’image de marque du football, ni pour celle de l’institution Fifa, ni pour celle des partenaires».

Visa de son coté assurait : «Nous espérons que la Fifa prendra les mesures appropriées après le rapport d’enquête».

Sony demandait aussi à la FIFA de respecter «ses principes d’éthique et d’intégrité dans toutes ses opérations».

SONY et Emirates quittent la FIFA :

Face aux réponses peu convaincantes de la FIFA et malgré le rapport Garcia censé faire toutes les lumières sur les conditions d’attribution du Mondial au Qatar, certains sponsors commencent à se désengager.

World_Cup_Ceremony_v2_765x300_tcm261-1687333

 

Le 3 novembre, la compagnie aérienne Emirates est le premier sponsor à se dissocier de l’organisation de la Coupe du Monde. Pourtant en lien avec la FIFA depuis 2006, Emirates était la première compagnie aérienne à parrainer la prestigieuse Coupe du Monde.

Officiellement, les raisons de ce renoncement ne sont pas liées aux accusations de corruption, la direction expliquait qu’«une proposition contractuelle ne répondait pas (à leurs) attentes».

Mais on imagine que l’image désastreuse que renvoie aujourd’hui l’organisation de la compétition de football fut un argument de poids dans la décision de stopper le partenariat avec la FIFA.

Le deuxième sponsor à quitter le navire est le géant de l’électronique Sony. Fin novembre 2014, la direction de Sony déclarait cesser le sponsoring de la Coupe du Monde de football. Encore une fois, les principales raisons motivant ce choix ne sont pas officiellement liées à la corruption, mais a des problèmes économiques internes du fabriquant d’électronique.

Dans sa prise de décision, l’équipe dirigeante du géant Japonais a aussi prit en compte la gestion de son image de marque, et le lien que le grand public pouvait faire entre les soupçons de corruption à la FIFA et son entreprise.

La FIFA a déjà des remplaçants :

A peine les annonces de Sony et Emirates officialisées, le nom de deux remplaçants étaient déjà pressentis. Il s’agit de Qatar Airways pour remplacer Emirates et Samsung Electronics pour remplacer Sony.

La coupe du monde reste donc malgré les différentes polémiques qui remuent le monde du ballon rond, un événement qui attire les sponsors, et n’entacherait pas l’image des marques la sponsorisant.

Affaire à suivre …

45 Commentaires

  1. Unquestionably believe that which you stated. Your favorite reason appeared to
    be on the net the easiest thing to be aware of. I say to you,
    I definitely get irked while people consider worries
    that they just do not know about. You managed to hit the nail upon the top as
    well as defined out the whole thing without having
    side effect , people could take a signal. Will probably be back to
    get more. Thanks

  2. great publish, very informative. I ponder why the opposite
    experts of this sector do not realize this. You must proceed your writing.
    I am confident, you’ve a great readers’ base already!

  3. Someone essentially lend a hand to make significantly articles I’d state.
    That is the first time I frequented your web page and to this point?
    I surprised with the research you made to make this actual publish
    amazing. Excellent task!

  4. Very good blog! Do you have any helpful hints for aspiring
    writers? I’m hoping to start my own site soon but I’m a little lost on everything.
    Would you recommend starting with a free platform like WordPress or go for
    a paid option? There are so many choices out there that I’m completely confused ..
    Any ideas? Appreciate it!

  5. Thank you, I have recently been searching for info approximately
    this topic for a while and yours is the greatest I have found out so far.
    However, what concerning the conclusion? Are you certain in regards to the supply?

  6. Greate post. Keep posting such kind of info on your page.
    Im really impressed by it.
    Hey there, You’ve done a fantastic job. I’ll certainly digg it and in my opinion suggest to my friends.
    I am confident they will be benefited from this web site.

  7. Fantastic website you have here but I was curious if you knew of any discussion boards that cover the same topics talked about here?
    I’d really like to be a part of online community where I can get responses from other experienced individuals that share the
    same interest. If you have any suggestions, please let me
    know. Cheers!

  8. I’d like to thank you for the efforts you’ve put in penning
    this blog. I am hoping to check out the same high-grade content by you in the
    future as well. In fact, your creative writing abilities
    has inspired me to get my own, personal site now 😉

  9. Excellent post. I was checking continuously this blog and I am impressed!

    Very useful information particularly the last part 🙂
    I care for such info much. I was looking for this certain information for a long time.
    Thank you and good luck.

  10. This is very interesting, You are a very skilled blogger.
    I have joined your feed and look forward to seeking more of your
    excellent post. Also, I have shared your site in my social networks!

  11. Great weblog right here! Also your site lots up fast!
    What host are you using? Can I get your associate hyperlink on your host?
    I desire my site loaded up as fast as yours lol

  12. It’s not my first time to visit this site, i am visiting this web site dailly and
    get good information from here every day.

  13. Hey there! This is my first visit to your blog! We are a group of volunteers and starting a new project in a community in the same niche.
    Your blog provided us beneficial information to work on. You have done a marvellous job!

  14. Great blog here! Also your website loads up fast!
    What host are you using? Can I get your affiliate link to your host?
    I wish my website loaded up as fast as yours lol

  15. Wow, fantastic blog layout! How long have you been blogging for?
    you make blogging look easy. The overall look of your web site is excellent,
    as well as the content!

  16. Good post. I learn something totally new and challenging
    on sites I stumbleupon on a daily basis. It will always be useful to read
    articles from other writers and practice a little something from
    other websites.

  17. Now I am going to do my breakfast, once having my breakfast coming over again to read more news.

  18. I will immediately take hold of your rss feed as I can’t to
    find your e-mail subscription link or e-newsletter service.
    Do you’ve any? Please let me recognise so that I may subscribe.
    Thanks.

  19. We are a group of volunteers and opening a new scheme in our
    community. Your website provided us with valuable information to work on.
    You have done a formidable job and our whole
    community will be grateful to you.

  20. If you desire to increase your experience simply keep visiting
    this website and be updated with the most up-to-date information posted
    here.

  21. Good day! Do you use Twitter? I’d like to follow you if that would be
    ok. I’m absolutely enjoying your blog and look forward to new
    posts.

  22. Howdy! Do you know if they make any plugins to protect against hackers?
    I’m kinda paranoid about losing everything I’ve worked hard on. Any recommendations?

  23. Howdy! I’m at work browsing your blog from my new iphone 4!
    Just wanted to say I love reading your blog and look forward
    to all your posts! Carry on the superb work!

  24. It’s very straightforward to find out any topic on web as
    compared to books, as I found this piece of writing at this
    website.

  25. Wow, incredible blog layout! How long have you been blogging for?
    you made blogging look easy. The overall look of your site is excellent,
    as well as the content!

  26. Hello everyone, it’s my first pay a quick visit at this site, and paragraph is genuinely fruitful in favor of me, keep up posting
    these articles.

  27. I know this if off topic but I’m looking into starting my own blog and was
    wondering what all is needed to get set up? I’m assuming
    having a blog like yours would cost a pretty penny? I’m not very web savvy
    so I’m not 100% certain. Any recommendations or advice would be greatly appreciated.

    Kudos

  28. Hmm it looks like your blog ate my first comment (it was super long) so I
    guess I’ll just sum it up what I had written and say, I’m thoroughly enjoying your blog.
    I too am an aspiring blog blogger but I’m still
    new to everything. Do you have any recommendations for newbie blog writers?
    I’d definitely appreciate it.

  29. When I initially commented I clicked the « Notify me when new comments are added » checkbox and now each time a comment is added I get three e-mails
    with the same comment. Is there any way you can remove people from that service?
    Appreciate it!

  30. Excellent way of explaining, and pleasant post to
    obtain information on the topic of my presentation topic,
    which i am going to convey in school.

  31. you’re really a just right webmaster. The site loading speed is incredible.
    It kind of feels that you’re doing any unique trick.
    Moreover, The contents are masterwork. you’ve done a wonderful process in this subject!

  32. I want to to thank you for this wonderful read!!
    I definitely enjoyed every little bit of it.
    I have got you bookmarked to check out new things you post…

  33. Hi! This is kind of off topic but I need some help from
    an established blog. Is it hard to set up your
    own blog? I’m not very techincal but I can figure things out pretty quick.
    I’m thinking about creating my own but I’m not sure where to start.

    Do you have any points or suggestions? Thank you

  34. I know this if off topic but I’m looking into starting my own weblog and was curious what all is
    required to get setup? I’m assuming having a blog like yours would cost a
    pretty penny? I’m not very internet smart so
    I’m not 100% positive. Any suggestions or advice would
    be greatly appreciated. Kudos

  35. I believe everything said made a great deal of sense. But, think about this, suppose you added a little content?
    I am not saying your information isn’t solid., but suppose you added
    a headline to possibly grab a person’s attention? I mean SONY et Emirates stoppent le sponsoring
    de la FIFA | is kinda vanilla. You ought to peek at Yahoo’s front page and see how they create article titles to grab
    viewers interested. You might add a video or a related pic or two to get people interested about what you’ve got to
    say. Just my opinion, it would make your posts a little bit more interesting.

2 Rétroliens / Pings

  1. SONY et Emirates stoppent le sponsoring de la FIFA | Philippe Claveau Conseil
  2. Nos TOPS de la semaine #4

Laisser un commentaire

Votre adresse de messagerie ne sera pas publiée.


*