Vivo, nouveau sponsor de la FIFA

Le constructeur chinois de smartphones, Vivo, a annoncé aujourd’hui avoir conclu un partenariat de 6 ans avec la FIFA, afin d’être associé à la Coupe du Monde FIFA, l’événement sportif par excellence, devenant ainsi la 3ème marque chinoise à conclure un partenariat avec l’organe suprême du football international. 

L’accord se situerait aux alentours des 450 millions de dollars (402 millions d’euros) et permettra à Vivo de devenir le sponsor smartphone exclusif de la Coupe du Monde FIFA 2018 en Russie et de son édition suivante en 2022, au Qatar. La marque sera aussi présente lors des Coupes des Confédérations 2017 et 2021. 

En terme d’activation et d’objectifs stratégiques de ce partenariat, ils viseront essentiellement à accroître l’exposition et la visibilité internationale de Vivo puisque le logo de la marque sera présent sur la panneautique terrain, sur les billets de matchs et sur les panneaux présents en salle de presse et dans les lieux promotionnels comme les fan zones. 

En contrepartie, la FIFA s’engage à équiper l’intégralité de son staff avec les smartphones de la marque Vivo et Vivo devrait aussi créer un smartphone customisé FIFA World Cup pour l’occasion. 

« En tant que sponsor global de la Coupe du monde, Vivo espère être associé fortement avec le football et les valeurs de ce sport et montrer aux consommateurs à travers le monde l’esprit créatif, joyeux et le rayonnement international de la marque. » a déclaré l’executive Vice-President de Vivo, Ni Xudong.

Il a ajouté que la marque « apportera son esprit créatif et son énergie unique à la Coupe du Monde et au monde du football. »

Le Secrétaire Général de la FIFA, Fatma Samoura, a commenté cette signature : « Le football et les nouvelles technologies se rapprochent chaque jour faisant, sur et en dehors du terrain, et c’est un moment fantastique pour démarrer un tel partenariat avec une marque de smartphone leader de son industrie. »

Avec ce deal, Vivo devient la 3ème marque Chinoise à rejoindre les rangs des partenaires de la FIFA, après Wanda et Hisense, futurs sponsors majeurs de la Coupe du monde. Un investissement logique à l’heure où Vivo, ou encore Huawei cherchent à obtenir les places de numéro 1 mondial du smartphone détenus actuellement par Samsung & Apple. 

Vivo aura aussi le droit de mettre en place des activations permettant de sélectionner des invités ou consommateurs pour devenir des « Vivo photographes » et de capter l’échauffement des joueurs à chaque matchs. 

Ni Xudong a ajouté concernant ce partenariat : « Le football est un sport rempli de passion, de moments d’étonnement, capable de générer des émotions parmi des millions de personnes. L’esprit du football est en constante progression et mutation. En tant que partenaire global de la FIFA World Cup, Vivo espère être fortement associé avec le football et on espère pouvoir apporter une touche de jeunesse et notre propre énergie à cette expérience fantastique qu’est la Coupe du monde et ce sport fantastique qu’est le football. »

Avant de s’engager avec la FIFA, Vivo avait déjà réalisé quelques contrats dans le sport comme l’Indian Premier League (cricket) et un partenariat stratégique avec la NBA, permettant à la marque d’être le partenariat mobile officiel de NBA China. 

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