Le Brésil, 3ème championnat du monde

C’est l’une des conclusions majeures de l’étude de Sport+Markt sur les maillots de football du continent américain (Brésil, Etats-Unis, Mexique et Argentine).

La valeur totale des partenariats maillots sur cette zone est évaluée à 190.6 millions d’euros, le Brésil représentant 54% avec 104.6 millions d’euros, suivi du Mexique avec 45.7 millions, des Etats-Unis avec 24.7 millions d’euros et en dernière position l’Argentine avec 15.5 millions d’euros.

Le Brésil est largement en tête de ce classement, bénéficiant de la croissance économique locale et de l’organisation de la Coupe du Monde 2014, faisant du championnat le 3ème championnat du monde en terme de sponsoring maillot, derrière la Premier League anglaise et la Bundesliga allemande.

Maillot CorinthiansAvec 21 millions d’euros de revenus sponsoring maillot, le Sport Club Corinthians Paulista (l’un des deux clubs de Sao Paulo et le club de Ronaldo et Roberto Carlos), est de très loin le club #1 au Brésil, jouant quasiment à armes égales avec le Real Madrid ou le Bayern de Munich. Le Corinthians a comme sponsor Nike (équipementier), neoquimicas genericos (sponsor maillot qui a remplacé Samsung) mais aussi TIM (885 000 euros par an), Batavo, Avanzo et Hypermarcas Group (16.8 millions d’euros). Certes, l’approche marketing n’est pas la même au Brésil car plusieurs marques apparaissent sur le maillot vs. les clubs Européens qui privilégient un modèle où une voire 2 ou 3 marques jouissent de visibilité maximale sur le maillot mais le résultat est là pour le club pauliste.

La 3ème place des Etats-Unis n’est pas surprenante puisque seulement 11 des 16 équipes de la MLS ont un sponsor maillot démontrant le désintérêt des annonceurs pour ce sport, préférant se concentrer sur d’autres événements comme le SuperBowl ou le NHL Winter Classic, malgré l’arrivée de Thierry Henry, Rafael Marquez ou plus récemment Ousmane Dabo et Didier Domi (je suis méchant…)

En tout cas, comme me le confirmait Raï récemment, le football brésilien dispose de plus d’argent, ce qui devrait permettre aux clubs d’attirer des anciennes gloire (Ronaldo, Roberto Carlos, Rivaldo) ou de garder les stars actuelles (Neymar) et donc d’élever le niveau du championnat et de faire du pays une place forte du football mondial.

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