UniCredit, nouveau partenaire de la Champions League


UniCredit, la banque pan-européenne basée en Italie, vient de signer avec l'UEFA pour devenir l'un des 6 sponsors de l'UEFA Champions League, compétition reine pour tous les clubs du Vieux Continent, ainsi que la Super Coupe pour les saisons allant de 2009 à 2012. 

Anciennement supporter national de l'EURO 2008, UniCredit renforce donc son portefeuille sponsoring avec cet événement majeur qu'est l'UEFA Champions League, générant des centaines de milliers de revenus pour les clubs et offrant une visibilité quasi inégalée à l'heure actuelle en Europe.

Avec ce contrat, UniCredit remplace théoriquement MasterCard. Théoriquement seulement car UniCredit est une institution financière alors que MasterCard propose des systèmes de paiements. Même si dans l'esprit de beaucoup de personnes, ces deux entreprises évoluent dans des secteurs d'activité très proches, le fait est qu'UniCredit et MasterCard ne sont pas des concurrents directs, signifiant que l'exclusivité de secteur serait plus ou moins garanti pour ces deux firmes. MasterCard a donc toujours l'espoir de maintenir son partenariat avec l'UEFA, espoir confirmé par un communiqué de presse de MasterCard annonçant que des discussions étaient toujours en cours avec l'UEFA. 

Si les négociations aboutissent, cela serait une première dans l'histoire du sponsoring sportif, et un exploit en ce temps de crise, que d'avoir deux entreprises si proches l'une de l'autre en terme d'activité faire partie d'une aussi haute catégorie de sponsoring. Cependant dans le cas où MasterCard ne pourrait continuer son partenariat, cela serait la 2ème déconvenue en peu de temps pour l'entreprise qui a déjà du mettre un terme à son partenariat avec la FIFA World Cup.

Parmi les sponsors actuels, PlayStation, Vodafone et Ford n'ont pas renouvelé leur deals avec l'UEFA. Vodafone a déjà annoncé son retrait à la fin de la saison 2008/09 et maintenant les regards se tournent vers Ford, le fabricant de voitures américain, qui a subi de sévères baisses de chiffre d'affaires. Sony et Heineken ont quant à eux déjà re-signé jusqu'en 2012. 

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