{"id":19555,"date":"2021-02-02T18:30:26","date_gmt":"2021-02-02T16:30:26","guid":{"rendered":"https:\/\/in-my-world.com\/40-trentetrois\/?p=19555"},"modified":"2023-07-30T22:42:22","modified_gmt":"2023-07-30T20:42:22","slug":"football-un-marketing-a-double-tranchant","status":"publish","type":"post","link":"https:\/\/in-my-world.com\/40-trentetrois\/football-un-marketing-a-double-tranchant\/","title":{"rendered":"Football : Un marketing \u00e0 double tranchant ?"},"content":{"rendered":"

Avec son nouveau maillot, le PSG divise ses supporters. Sentiment \u00e9mergent chez une frange importante de supporters, peut-on affirmer que le marketing plombe le football ?<\/h3>\n

Voil\u00e0 maintenant plusieurs d\u00e9cennies que le football est boost\u00e9 par diverses strat\u00e9gies marketing visant parfois \u00e0 satisfaire les besoins des fans, ou d’autres fois \u00e0 satisfaire celui des marques\u2026 Une histoire qui n’est pas pr\u00eate de s’arr\u00eater tant l’enjeux commercial est grand.<\/p>\n

Expansion Commerciale\u00a0<\/strong><\/h3>\n

\"juventus-turin-logo-old-vs-new\"<\/p>\n

D\u2019un point de vue commercial, le marketing a pris une dimension sans pr\u00e9c\u00e9dent ses derni\u00e8res ann\u00e9es. Pour l\u2019illustrer, rien de mieux que le PSG.<\/a><\/p>\n

V\u00e9ritable machine de marketing, le club parisien a vu sa valeur financi\u00e8re augmenter consid\u00e9rablement. \u00c0 l\u2019aide d\u2019une strat\u00e9gie de brand content, alli\u00e9e \u00e0 l\u2019envie de d\u00e9velopper la marque PSG, le club parisien s\u2019est hiss\u00e9 \u00e0 la 7e<\/sup> place des clubs les plus importants financi\u00e8rement parlant. Commercialement le PSG cartonne, en \u00e9tant l\u2019un des plus gros vendeurs de maillots au monde, de plus la collaboration avec Jordan ne fait qu\u2019amplifier cette nouvelle dimension.<\/p>\n

D\u2019un point de vue sportif, les clubs n\u2019h\u00e9sitent plus \u00e0 parler de rentabilit\u00e9 marketing, au d\u00e9triment du sportif. Premier exemple : le transfert de Cristiano Ronaldo<\/a> \u00e0 la Juventus de Turin<\/a>. M\u00eame si le parcours europ\u00e9en de la Juve n\u2019est pas celui esp\u00e9r\u00e9 par ses supporters, le rendement marketing est excellent. En signant Ronaldo, le club turinois s\u2019est assur\u00e9 une plue-value marketing des plus int\u00e9ressantes. Deuxi\u00e8me exemple\u00a0? Le transfert de Neymar<\/a> au PSG, qui malgr\u00e9 ses allers-retours \u00e0 l\u2019infirmerie, reste une arme<\/strong> massive de marketing et de soft power, pour les propri\u00e9taires qataris.<\/p>\n

>> LIRE AUSSI | PSG : un nouveau maillot et une nouvelle collection avec Jordan pour 2021<\/a><\/h5>\n
par\u00a0Baptiste Mas<\/a><\/span><\/span>\u00a0

Le marketing est peut-\u00eatre devenu l\u2019obsession num\u00e9ro une des dirigeants de clubs, au point de prendre parfois des d\u00e9cisions assez surprenantes. \u00c0 l\u2019instar d\u2019un Jacques-Henri Eyraud<\/a>, qui a souhait\u00e9 cr\u00e9er un label de rap, avec OM Records. Pas une franche r\u00e9ussite pour le moment, mais loin du toll\u00e9 suscit\u00e9 par le changement de logo de la Juventus.<\/p>\n

En effet, c\u2019est en 2017, que l\u2019actuel champion d\u2019Italie, d\u00e9voilait son nouveau logo. Victime d\u2019un lifting radical, le nouveau logo (un J accompagn\u00e9 d\u2019une courbe blanche) a divis\u00e9 bon nombre de supporters. Malgr\u00e9 la justification du pr\u00e9sident Agnelli, sur ce nouveau logo cens\u00e9 \u00ab\u00a0communiquer sur notre mani\u00e8re d\u2019\u00eatre\u00a0<\/em>\u00bb, le coup marketing est \u00e0 peine camoufl\u00e9. Avec une volont\u00e9 de \u00ab\u00a0faire \u00e9voluer notre message et atteindre une nouvelle cible<\/em>\u00a0\u00bb, ce nouveau logo ne dupe personne. Avec comme objectif, d\u2019atteindre les march\u00e9s asiatiques<\/strong>, qui repr\u00e9sentent un potentiel marketing des plus importants, le club le plus titr\u00e9 d\u2019Italie a fait un choix. Celui du potentiel marketing, via un logo minimaliste, qui a d\u00e9clench\u00e9 une v\u00e9ritable fronde au sein des supporters. Fronde tout \u00e0 fait l\u00e9gitime\u00a0?<\/p>\n

Les oubli\u00e9s<\/h3>\n

\"redstar-saintouen-93\"<\/p>\n

Si commercialement le marketing permet aux clubs de prendre de nouvelles dimensions, le sentiment du supporter est de plus en plus mitig\u00e9. Ces derniers, semblent de plus en plus d\u00e9laiss\u00e9s<\/strong> par l\u2019institution, qu\u2019ils supportent souvent inconditionnellement. Le marketing, d\u00e9veloppe une certaine schizophr\u00e9nie chez le supporter, en permettant \u00e0 son club de se d\u00e9velopper financi\u00e8rement, et donc en se d\u00e9veloppement sportivement. Mais les processus, semblent bien souvent, pi\u00e9tiner l\u2019histoire d\u2019un club, d\u2019une ville, d\u2019une communaut\u00e9.<\/p>\n

Car il faut rappeler, qu\u2019un club de foot ce n\u2019est pas qu\u2019une simple entreprise sportive. Bien souvent, c\u2019est un point d\u2019ancrage social, politique m\u00eame parfois. L\u2019exemple du Red Star de Saint-Ouen<\/a> est peut-\u00eatre le plus parlant. Le club le plus embl\u00e9matique du 93, ancr\u00e9 \u00e0 gauche, incarne une vision du football, d\u00e9sormais balay\u00e9e d\u2019un revers de main par les enjeux \u00e9conomiques. Peu \u00e9tonnant que les habitu\u00e9s de la tribune Rino Della Negra (joueur du Red Star, r\u00e9sistant antifasciste, ex\u00e9cut\u00e9 par les nazis avec le groupe de Manouchian), aient contest\u00e9 un partenariat avec Uber, incarnation d\u2019un n\u00e9o-lib\u00e9ralisme pouss\u00e9 \u00e0 l\u2019extr\u00eame.<\/p>\n

\"mbappe-maillot-psg-2021-jordan\"<\/p>\n

Toujours en r\u00e9gion parisienne, comment se positionner quand on est supporter du PSG, et qu\u2019au fil des ann\u00e9es le logo du club, perd les \u00e9l\u00e9ments les plus symboliques de la ville de Paris ? Ou encore, quand le club multiplie des choix de coloris de maillots, peu ad\u00e9quat avec l’histoire du club ?\u00a0 Le tout, pour mettre la tour Eiffel ou des joueurs et des collections en avant, afin de toucher les march\u00e9s \u00e9trangers, o\u00f9 la capitale et ses symboles sont synonymes d\u2019excellence<\/strong>. Car le PSG peut se vanter de r\u00e9ussir \u00e0 la fois son marketing et \u00e0 la fois son projet sportif (sur le plan national du moins).<\/p>\n

>> LIRE AUSSI | Tony Parker : Un documentaire pour tous !<\/a><\/h5>\n

Mais quand les r\u00e9sultats sportifs ne sont pas l\u00e0, la schizophr\u00e9nie prend le dessus sur la raison. En attestent, les images impressionnantes de La Commanderie, centre d\u2019entra\u00eenement de L\u2019Olympique De Marseille. Placer un ancien dirigeant de Disney, en tant que pr\u00e9sident d\u2019un club \u00e0 pression comme l\u2019OM, n\u2019\u00e9tait s\u00fbrement pas le choix le plus judicieux. Le bilan pour Jacques-Henri Eyraud est tr\u00e8s mitig\u00e9, avec une communication fr\u00f4lant le ridicule et des r\u00e9sultats peu convaincants, tant sur le plan sportif que sur le plan financier. La gronde des supporters, n\u2019\u00e9tait qu\u2019une question de temps, tant ces derniers semblent peu \u00e9cout\u00e9s et repr\u00e9sent\u00e9s<\/strong>, dans ce qui devrait \u00eatre l\u2019un des plus grands clubs de foot fran\u00e7ais.<\/p>\n

\u00c0 l\u2019aube d\u2019une SuperLigue Europ\u00e9enne, synonyme de mort \u00e9conomique des petits clubs, et des infrastructures en d\u00e9pendant (restaurants, mus\u00e9es, dynamique du territoire), la dimension \u00e9conomique et marketing prise par le football, semble avoir atteint un point de retour. La passion semble s\u2019\u00e9loigner, mais jusqu\u2019o\u00f9\u00a0? Les prochaines ann\u00e9es nous le diront.<\/p>\n

\"om-thauvin-v\u00e9lodrome\"<\/p>\n","protected":false},"excerpt":{"rendered":"

Avec son nouveau maillot, le PSG divise ses supporters. 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