{"id":6412,"date":"2016-06-24T14:09:00","date_gmt":"2016-06-24T12:09:00","guid":{"rendered":"https:\/\/cdes.fr\/?p=6412"},"modified":"2021-11-22T16:09:49","modified_gmt":"2021-11-22T15:09:49","slug":"actu-economie-retour-sur-lobservatoire-du-naming-sporsora","status":"publish","type":"post","link":"https:\/\/cdes.fr\/?p=6412","title":{"rendered":"ACTU | \u00c9CONOMIE : Retour sur l’Observatoire du naming Sporsora"},"content":{"rendered":"\t\t
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Sporsora a organis\u00e9 d\u00e9but octobre, au sein du magnifique \u00e9crin de Paris La D\u00e9fense Arena, sa d\u00e9sormais tradition\u00adnelle r\u00e9union annuelle de l\u2019Observatoire du naming. Initi\u00e9e en partenariat avec le Centre de droit et d\u2019\u00e9conomie du sport (CDES) il y a quatre ans, cette organisation a pour objectif de faire le point sur l\u2019\u00e9tat du march\u00e9 du naming en France et de partager quelques bonnes pratiques en la mati\u00e8re.<\/p>

2020\/2021 : une saison dynamique malgr\u00e9 la crise <\/strong><\/span><\/h1>

Apr\u00e8s les mots d\u2019accueil des repr\u00e9sentants de Paris La D\u00e9fense Arena, salle multi\u00adfonctionnelle accueillant tout aussi bien des \u00e9v\u00e8nements culturels que sportifs, le CDES est venu pr\u00e9senter l\u2019actualit\u00e9 du march\u00e9 du naming. La saison 2020\/2021 s\u2019est av\u00e9r\u00e9e plut\u00f4t porteuse. On a ainsi d\u00e9nombr\u00e9 15 op\u00e9rations d\u2019envergure sur le march\u00e9 fran\u00e7ais : 10 nouveaux contrats, 2 op\u00e9rations de renaming et 3 prolongations de contrat. Ces partenariats ont concern\u00e9 l\u2019ensemble des diff\u00e9rents segments du march\u00e9. L\u2019engouement pour le naming d\u2019\u00e9v\u00e8nements et de comp\u00e9titions s\u2019est donc confirm\u00e9 avec 6 nouveaux contrats, 2 op\u00e9ra\u00adtions de renaming et 1 prolongation. Le sport professionnel collectif s\u2019est notamment distingu\u00e9 avec le renaming de la Starligue de handball, Liqui Moly rempla\u00e7ant Lidl) et celui de l\u2019Elite du basket, Betclic rempla\u00ad\u00e7ant Jeep, mais aussi la prolongation de Synerglace pour le naming de la Ligue Magnus de hockey sur glace. Les autres op\u00e9rations ont plut\u00f4t concern\u00e9 des \u00e9v\u00e8ne\u00adments ou comp\u00e9titions plus ponctuelles dans le domaine du running, de la voile, du tennis ou de l\u2019\u00e9quitation. Le naming d\u2019\u00e9quipes sportives est rest\u00e9 dynamique avec 2 nouveaux contrats dans le cyclisme et la voile. Enfin, le naming de stades et d\u2019arenas a rebondi apr\u00e8s une ann\u00e9e sans signature avec 1 nouveau contrat concer\u00adnant la piscine olympique de Montpellier et deux prolongations concernant des \u00e9qui\u00adpements structurants (Allianz Riviera de Nice et Groupama Stadium de Lyon). Sous r\u00e9serve que la crise sanitaire n\u2019affaiblisse pas les budgets des annonceurs, les perspectives pourraient s\u2019av\u00e9rer plut\u00f4t bonnes. Le d\u00e9ve\u00adloppement du naming supposera cepen\u00addant, au regard de l\u2019\u00e9volution rencontr\u00e9e sur le march\u00e9 du sponsoring sportif, par la poursuite du travail d\u2019acculturation et de p\u00e9dagogie permettant de lever des barri\u00e8res institutionnelles et sociales et de favoriser l\u2019acceptabilit\u00e9 globale du dispositif. Ce qui passera probablement par la reconstruc\u00adtion d\u2019un argumentaire en travaillant sur la question du sens donn\u00e9 aux partenariats commerciaux.<\/p>

Plusieurs illustrations marquantes <\/strong><\/span><\/h1>

\u00c0 la suite de cet expos\u00e9, de nombreux acteurs de l\u2019industrie du sport sont venus pr\u00e9senter des cas pratiques. B\u00e9atrice Willems, directrice de la communication d\u2019AG2R La Mondiale est tout d\u2019abord venue exposer les raisons du co-naming de l\u2019\u00e9quipe cycliste AG2R-Citro\u00ebn Team. Celui-ci a \u00e9t\u00e9 guid\u00e9 par l\u2019objectif de rester comp\u00e9titif sur le circuit World Tour, ce qui n\u00e9cessite un budget de l\u2019ordre de 20 \u00e0 25 millions d\u2019euros et a donc pouss\u00e9 AG2R et Citro\u00ebn \u00e0 conclure ce co-naming. La matin\u00e9e s\u2019est poursuivie par une table ronde compos\u00e9e de S\u00e9bastien Vandame, directeur des parte\u00adnariats de la Ligue de football professionnel, Pierre-Jean Golven, directeur de la commu\u00adnication et du marketing de la Ligue natio\u00adnale de handball et Abdelattif Dakkak, direc\u00adteur commercial France de Liqui Moly, venus pr\u00e9senter les op\u00e9rations de renaming de la L1 Uber Eats et de la Liqui Moly Starligue. Parmi les \u00e9l\u00e9ments marquants, le fait de bien s\u00e9parer les s\u00e9quences entre l\u2019annonce de la fin d\u2019un naming (respecti\u00advement avec Conforama et Lidl) et celle de l\u2019annonce du nouveau partenaire titre a \u00e9t\u00e9 particuli\u00e8rement soulign\u00e9. Julien Rongier, directeur commercial, des partenariats et de l\u2019hospitalit\u00e9 de l\u2019Accor Arena, exploitant de la future arena Porte de La Chapelle est ensuite venu pr\u00e9senter le projet de naming de l\u2019enceinte. Enfin, la matin\u00e9e s\u2019est conclue par des t\u00e9moignages de namers (Caisse d\u2019\u00c9pargne FIBA 3×3 Europe Cup, Tony Parker Adequat Academy) ainsi que la pr\u00e9sentation d\u2019une \u00e9tude de cas visant \u00e0 montrer comment donner du sens \u00e0 un naming sur la base de l\u2019exemple de l\u2019Orange V\u00e9lodrome.<\/p>

Christophe LEPETIT<\/a><\/h4>

[https:\/\/sporsora.com]<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Sporsora a organis\u00e9 d\u00e9but octobre, au sein du magnifique \u00e9crin de Paris La D\u00e9fense Arena, sa d\u00e9sormais tradition\u00adnelle r\u00e9union annuelle de l\u2019Observatoire du naming. Initi\u00e9e en partenariat avec le Centre de droit…<\/p>\n","protected":false},"author":92,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","footnotes":"","beyondwords_generate_audio":"","beyondwords_project_id":"","beyondwords_content_id":"","beyondwords_preview_token":"","beyondwords_player_content":"","beyondwords_player_style":"","beyondwords_language_code":"","beyondwords_language_id":"","beyondwords_title_voice_id":"","beyondwords_body_voice_id":"","beyondwords_summary_voice_id":"","beyondwords_error_message":"","beyondwords_disabled":"","beyondwords_delete_content":"","beyondwords_podcast_id":"","beyondwords_hash":"","publish_post_to_speechkit":"","speechkit_hash":"","speechkit_generate_audio":"","speechkit_project_id":"","speechkit_podcast_id":"","speechkit_error_message":"","speechkit_disabled":"","speechkit_access_key":"","speechkit_error":"","speechkit_info":"","speechkit_response":"","speechkit_retries":"","speechkit_status":"","speechkit_updated_at":"","_speechkit_link":"","_speechkit_text":""},"categories":[1],"tags":[142,91,314,315,34,59,319,320,183],"class_list":["post-6412","post","type-post","status-publish","format-standard","hentry","category-non-classifiee","tag-142","tag-actualite","tag-article","tag-droit","tag-economie","tag-jurisport","tag-naming","tag-sporsora","tag-sport"],"yoast_head":"\nACTU | \u00c9CONOMIE : Retour sur l'Observatoire du naming Sporsora - CDES<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cdes.fr\/?p=6412\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ACTU | \u00c9CONOMIE : Retour sur l'Observatoire du naming Sporsora - CDES\" \/>\n<meta property=\"og:description\" content=\"Sporsora a organis\u00e9 d\u00e9but octobre, au sein du magnifique \u00e9crin de Paris La D\u00e9fense Arena, sa d\u00e9sormais tradition\u00adnelle r\u00e9union annuelle de l\u2019Observatoire du naming. 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