Le marché européen du sponsoring maillot est sorti de la crise

Les championnats européens de football semblent avoir évacué les soucis de la crise économique. Tel est l’enseignement numéro 1 de l’étude annuelle du cabinet allemand, Sport+Markt.

En effet, pour la première fois de l’histoire, les clubs des 5 plus grands championnats européens (Angleterre, Espagne, Italie, Allemagne, France et Pays-Bas) ont collectivement dépassé la barre des 500 millions d’euros en sponsoring maillot, pour atteindre précisément la somme de 522 millions d’euros, une augmentation de 7% vs la saison précédente.

La Premier League reste bien évidemment en tête de ce classement puisque les 20 clubs génèrent près de 150 millions d’euros pour la saison 2012/13, un chiffre expliqué par la croissance des contrats des gros clubs et de nouveaux contrats pour les plus petits. « L’audience internationale de la Barclays Premier League est un critère déterminant » dixit Andrew Walsh, président de Sport+Markt. « En effet, ces clubs vont chercher des sponsors hors des frontières nationales et de la même manière des entreprises qui n’ont pas d’intérêt business en Angleterre ont signé des partenariats avec des clubs anglais pour bénéficier de cette exposition internationale ».

A noter les belles performance de la Liga (78.7 millions d’euros) et de la Serie A (82.8 millions d’euros), alors que la Bundesliga (119.8 millions d’euros) garde sa deuxième place et démontrant l’intérêt et la puissance de cet espace publicitaire, qui a pris encore plus de valeur avec les chiffres d’audience à la hausse sur la TV gratuite.
En effet, l’augmentation de l’audience des matchs de football dans les différents pays est un réel signe d’optimisme pour la santé du marketing sportif et du sponsoring maillot dans le monde du football puisque les annonceurs et les clubs qui y gagneront respectivement en visibilité et en revenue.

Le partenariat entre le FC Barcelona et la Qatar Foundation est actuellement le partenariat maillot le plus cher, estimé à 30 millions d’euros par saison. Suivent Manchester United avec AON, Liverpool et Standard Chartered pour 25 millions d’euros chacun. Le Real Madrid et Bwin et le Bayern Munich et Detusche Telekom ferment le top 5 avec 23 millions d’euros. (Pour info, ces chiffres sont les montants annuels)

Si l’on regarde les industries, les marques automobile ont très clairement drivés cette évolution, avec notamment les contrats entre Jeep et la Juventus de Turin et Hyundai avec l’Olympique Lyonnais, qui ont doublé en valeur par rapport à leurs prédécesseurs. Mais cela est sans compter l’arrivée de General Motors en 2014, futur sponsor de Manchester United.

A noter que la Ligue 1 fait pâle figure puisque le maillot le plus cher, celui du Paris Saint-Germain est valorisé à 10.2 millions d’euros, mais cette position devrait changer avec l’arrivée imminente d’un grand sponsor pour le club de la capitale (sans doute la Qatar National Bank) qui devrait apporter près de 100 millions d’euros au club dès la saison prochaine ou celle d’après…

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