Telefonica, nouveau sponsor officiel du Real Madrid

A partir de la saison prochaine Telefonica sera le nouveau sponsor officiel du Real Madrid, un accord annoncé par le club merengue lui-même lors d’une cérémonie qui aura lieu ce jour dans la loge royale de Santiago Bernabeu où seront présents le président du Real Madrid et le président de Telefonica. La présentation de l’accord aura lieu ce jeudi 30, dans le stade Santiago Bernabeu, dans la loge royale, où participeront Florentino Perez, président du Real Madrid, et José María Álvarez-Pallete, président de Telefonica ainsi que plusieurs joueurs de l’équipe première de football et de basket-ball, toutes deux concernées par ce partenariat. 

L’accord sera l’un des plus importants partenariats à partir de maintenant puisque le Real Madrid va obtenirune somme d’ environ 15 millions d’ euros en deux ans, ce qui donnera droit à Telefónica et en l’occurence à l’une de ses marques, Movistar, d’être présent sur les panneaux publicitaires activés dans le stade, ainsi que dans le tunnel des joueurs.

Ainsi, Madrid deviendra l’ un des principaux canaux de sponsoring sportif de Movistar, qui a déjà plusieurs alliances dans le monde du sport bien qu’aucun ne soit de l’ampleur du Real Madrid, comme l’Inter Movistar Futsal, le basket – ball Movistar Estudiantes, la team Movistar Yamaha engagé en MotoGP où évoluent les pilotes Maverick Viñales et la superstar Valentino Rossi ou encore un accord dans le cyclisme avec la team Telefonica Movistar Team, avec lequel l’opérateur est engagé jusqu’en 2019. Cette dernière a remporté plus de 180 victoires dont le classement général du Giro d’Italia 2014 et le Tour d’Espagne dernière – et compte parmi ses cyclistes de renom avec colombien Nairo Quintana et l’Espagnol Alejandro Valverde.

De plus, la semaine dernière, la Fédération royale espagnole de football (RFEF) et Telefónica ont renouvelé l’accord qui fait de Movistar le sponsor principal des équipes masculine senior et féminin et U 21, en plus des droits sur l’entraîneur national Julen Lopetegui. De plus, Telefonica a dans son giron les sélections du Venezuela, du Brésil et de la Colombie. En Grande-Bretagne. la filiale britannique O2 parraine le rugby anglais et fut pendant de longues années le sponsor maillot d’Arsenal FC.

Cet accord ne permettra pas ceci dit d’atteindra le « graal » du sponsoring au sein du Real Madrid, à savoir la chemise blanche, le maillot des joueurs. Cet accord n’inclut pas le maillot du Real Madrid, devenu propriété sacrée de Fly Emirates, dont le partenariat se termine la saison prochaine, partenariat qui a rapporté, rappelons-le, 150 millions d’euros en 5 ans pour le Real Madrid. 

Le deal entre Telefonica et le Real Madrid devrait rapporter 100 millions d’euros en 2 ans, comme le rapporte d’autres médias comme SportBuzzBusiness ou SportStratégies.

Pour la section de basket-ball, ce privilège de sponsor maillot est détenu par Teka, qui termine également sa relation avec le Real Madrid à la fin de la saison. 

Grâce à cet accord, les joueurs des équipes de football et de basket-ball participeront à des activités de promotion de Movistar, et le club blanc prêtera son image à des produits ou services de l’opérateur, le service wifi au stade Santiago Bernabeu sera élargi et offrira des communications à l’équipe blanche et comme dit plus haut, offrira une visibilité préférentielle à Movistar.

Pendant ce temps, le Real Madrid devrait atteindre cette année des revenus proches des 250 millions d’euros, le sponsoring et le marketing devenant la source #1, devant  les droits de télévision, avec 168 millions d’euros, la billetterie aux alentours de 150 millions d’euros et les recettes des matchs amicaux et autres compétitions internationales générant plus de 60 millions d’euros.

A date, les sponsors du Real Madrid sont La Caixa, Mahou. Cepsa, IPIC, adidas, Nivea, Emirates, EA Sports, Microsoft, Samsung, Sanitas, Hankook, Coca Cola, Hugo Boss, Volkswagen, BT, Saudi Telecom, Teka, Mutua et Solan de Cabras.

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