Standard Chartered et Liverpool : un cas d’école dans le marketing sportif

Changer de sponsor maillot pour une équipe de football fait partie des règles du jeu et parfois de l’avénement de nouveaux acteurs dans le monde du marketing sportif.

Parfois, cela se passe sans soucis mais quand il s’agit d’un grand club comme Liverpool, tout devient plus compliqué. Le club était historiquement lié à Carlsberg depuis 1997, mais a succombé aux appels de Standard Chartered qui a offert 20 millions de livres par an (23 millions d’euros, un record) pour avoir son nom et logo imprimé sur le poitrail des Reds.

Le challenge était donc de taille pour Standard Chartered puisque la marque devait se faire accepter des fans et ne pas passer pour une marque de plus qui venait apposer son logo à la recherche de notoriété instantané.

Pour atteindre cet objectif d’image et non de notoriété, Standard Chartered a mis au point un dispositif à destination des fans :

  • Pour le premier match de l’ère Standard Chartered, la marque a décidé de mettre de côté son nom sur les maillots des joueurs et imprimé le nom des plus anciens abonnés du club
  • A la suite du match, la banque a permis aux joueurs de venir remettre personnellement leurs maillots à ces abonnés et donc renforcer ce lien déjà fort entre les supporters et les Reds.
  • Pour finir, Standard Bank a utilisé de l’affichage urbain (Out Of Home ou OOH) pour remercier une fois de plus ses fans et faire passer son message de marque

Ce n’est pas le cas le plus original de l’année mais la stratégie de Standard Chartered est innovante à sa manière. Généralement, les autres marques sont dans des logiques de notoriété et donc d’attribution, ce qui est bien ne vous méprenez pas. Là, Standard Chartered a mis en oeuvre un dispositif axé sur l’image en première année de partenariat et parler directement au coeur de cible de la communauté des Reds, à savoir les plus anciens abonnés.

Un cas d’école à mettre dans tous les bouquins de marketing sportif.

Pour en savoir plus, la vidéo du cas :

[vimeo]http://vimeo.com/27521056[/vimeo]

63 Commentaires

  1. Merci pour cet article très intéressant.

    Toutefois je n’ai trouvé aucun autre article original en anglais, du club ou autre média UK s’y référant.
    Ce serait super d’avoir votre source afin d’aller jeter un coup oeil de manière un peu plus approfondie sur cette opération.

    Merci !!

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