{"id":6949,"date":"2016-06-24T14:09:00","date_gmt":"2016-06-24T12:09:00","guid":{"rendered":"https:\/\/cdes.fr\/?p=6949"},"modified":"2022-01-24T14:52:51","modified_gmt":"2022-01-24T13:52:51","slug":"actu-economie-retour-sur-le-phenomene-des-cryptos","status":"publish","type":"post","link":"https:\/\/cdes.fr\/?p=6949","title":{"rendered":"ACTU | \u00c9CONOMIE : Retour sur le ph\u00e9nom\u00e8ne des cryptos"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"6949\" class=\"elementor elementor-6949\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"penci-section penci-disSticky penci-structure-10 elementor-section elementor-top-section elementor-element elementor-element-6742209 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6742209\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"penci-ercol-100 penci-ercol-order-1 penci-sticky-ct    elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d4e7485\" data-id=\"d4e7485\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1714b82 elementor-widget elementor-widget-text-editor\" data-id=\"1714b82\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Les cryptoactifs sont devenus un vrai ph\u00e9nom\u00e8ne d\u2019actualit\u00e9 dans l\u2019univers sportif. \u00c9l\u00e9ments d\u2019analyse.<\/p><h4><span style=\"color: #800080;\">De Staples Center \u00e0 Crypto.com Arena<\/span><\/h4><p>20 ans. C\u2019est le temps que Staples sera rest\u00e9 le <em>namer<\/em> officiel de la salle des Los Angeles Lakers et Clippers (NBA), Kings (NHL) et Sparks (WNBA). Cette longue relation entre la marque canadienne de fournitures de bureau et AEG, la soci\u00e9t\u00e9 d\u2019exploitation, a pris fin le 25 d\u00e9cembre avec l\u2019inauguration de la Crypto.com Arena lors du match de No\u00ebl entre les Los Angeles Lakers et les Brooklyn Nets. L\u2019histoire du <em>naming <\/em>de cette salle mythique est \u00e0 rappeler. En 1999 lors de son inauguration, Staples est le premier <em>namer<\/em> officiel et signe un deal estim\u00e9 \u00e0 120 millions de dollars pour 20 ans.<\/p><p>En 2009, fait exceptionnel, Staples ach\u00e8te les droits de <em>naming<\/em> \u00e0 perp\u00e9tuit\u00e9 pour un montant inconnu avant qu\u2019AEG ne les rach\u00e8te en 2019. Si la pand\u00e9mie a ralenti AEG dans le renouvellement du contrat, la soci\u00e9t\u00e9 a finalement conclu un accord en 2021 avec Crypto.com. La plateforme d\u2019\u00e9change de cryptoactifs ach\u00e8te ainsi les droits pour 700 millions de dollars sur une dur\u00e9e de 20 ans, soit le plus gros deal de l\u2019histoire pour un <em>naming<\/em>, avec un acteur important de l\u2019\u00e9cosyst\u00e8me crypto. Si les cryptoactifs ne sont qu\u2019une goutte d\u2019eau dans l\u2019oc\u00e9an des actifs, leurs relations avec le monde du sport se d\u00e9veloppent et peuvent prendre des formes vari\u00e9es.<\/p><h4><span style=\"color: #800080;\"><em>Sponsoring <\/em>des clubs et franchises sportives<\/span><\/h4><p>Les <em>fintech<\/em> des cryptoactifs semblent particuli\u00e8rement int\u00e9ress\u00e9es par certains sports qui leur permettent de toucher une audience jeune afin de gagner en visibilit\u00e9 et l\u00e9gitimit\u00e9. La F1, la NBA et le football en g\u00e9n\u00e9ral en sont ainsi les principaux b\u00e9n\u00e9ficiaires. Les \u00e9curies F1 se sont d\u00e9marqu\u00e9es dans le d\u00e9veloppement de partenariats puisqu\u2019en 2019 c\u2019est Redbull qui signait avec Futurocoin (disparu depuis) puis, en 2021, Aston Martin avec Crypto.com. L\u2019<em>exchange <\/em>singapourien est m\u00eame partenaire mondial de la FIA depuis 2021. L\u2019accord serait estim\u00e9 \u00e0 100 millions de dollars sur 5 ans.<\/p><p>Crypto.com est aussi partenaire de clubs, franchises et ligues dans diff\u00e9rents sports : PSG (25\/30 millions d\u2019euros sur 3 ans), Philadelphia 76ers, Montreal Canadians, <em>Serie A<\/em> italienne. Mais d\u2019autres firmes sont aussi sur le pont, notamment dans le football : CashBet\/Arsenal en 2018, StormGain\/Tottenham, Leicester et Newcastle en 2019, Coingaming\/Southampton en 2021, Zytara Labs\/Inter en 2021 (85 millions d\u2019euros sur 4 ans) ou Bitmex\/AC Milan en 2021. Les op\u00e9rations rev\u00eatent de multiples formes : <em>sponsoring<\/em> maillots, d\u00e9veloppement de cryptomonnaies, services de paiement en cryptomonnaies, affichage, etc.<\/p><h4><span style=\"color: #800080;\"><em>Tokens<\/em> fongibles et non fongibles<\/span><\/h4><p>Au-del\u00e0 de ces partenariats classiques pour des entreprises \u00e0 succ\u00e8s et en qu\u00eate de d\u00e9veloppement, plusieurs initiatives existent pour d\u00e9velopper de nouvelles activit\u00e9s autour du sport \u00e0 l\u2019aide des cryptoactifs.<\/p><p>Elles prennent 2 formes principales : les <em>fans tokens<\/em> (<em>fungible tokens<\/em>, i.e. interchangeables) et les NFT (<em>non-fungible tokens<\/em>, i.e. non interchangeables et limit\u00e9s). Les <em>fans tokens<\/em> sont des actifs qui permettent aux fans d\u2019affirmer leur attachement aux clubs, de participer \u00e0 certaines d\u00e9cisions (choix de maillot, musique d\u2019entr\u00e9e) et d\u2019obtenir des r\u00e9ductions. Ces <em>tokens<\/em> sont d\u00e9velopp\u00e9s par la soci\u00e9t\u00e9 Socios.com sur leur <em>blockchain <\/em>Chilliz et 63<em> fans tokens<\/em> existent aujourd\u2019hui (Vitality, Bar\u00e7a, Juve, les \u00e9quipes nationales portugaise et argentine de football, UFC, etc.). Concernant les NFT, sortes d\u2019objets de collection d\u00e9mat\u00e9rialis\u00e9s, les plus connus sont ceux de NBA <em>Top shot<\/em>, des mini-clips d\u2019actions de matchs, et de Sorare, des sortes de vignettes Panini collector \u00e0 utiliser dans un jeu de <em>fantasy league<\/em> de football. Pour les premiers, c\u2019est la ligue qui est directement partenaire tandis que pour les seconds, les accords sont n\u00e9goci\u00e9s avec les clubs directement. Enfin, mentionnons \u00e9galement que certains clubs ou franchises acceptent des paiements en cryptoactifs dans leurs boutiques et billetterie (Dallas Mavericks, Sacramento Kings) et que de plus en plus de sportifs se font payer tout ou partie de leurs salaires et bonus en cryptomonnaies (Odell Beckham Jr., Dinwiddie, Messi).<\/p><h4><a href=\"https:\/\/www.linkedin.com\/in\/maxence-franceschi-0093a1173\/\" target=\"_blank\" rel=\"noopener\">Maxence FRANCESCHI<\/a><\/h4><p><strong>[https:\/\/www.latimes.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":"<p>Les cryptoactifs sont devenus un vrai ph\u00e9nom\u00e8ne d\u2019actualit\u00e9 dans l\u2019univers sportif. \u00c9l\u00e9ments d\u2019analyse. De Staples Center \u00e0 Crypto.com Arena 20 ans. C\u2019est le temps que Staples sera rest\u00e9 le namer officiel de&hellip;<\/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":[365,91,314,369,315,34,59,371,370,183,372],"class_list":["post-6949","post","type-post","status-publish","format-standard","hentry","category-non-classifiee","tag-365","tag-actualite","tag-article","tag-cryptomonnaies","tag-droit","tag-economie","tag-jurisport","tag-phenomene","tag-sponsoring","tag-sport","tag-token"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>ACTU | \u00c9CONOMIE : Retour sur le ph\u00e9nom\u00e8ne des cryptos - 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=6949\" \/>\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 le ph\u00e9nom\u00e8ne des cryptos - CDES\" \/>\n<meta property=\"og:description\" content=\"Les cryptoactifs sont devenus un vrai ph\u00e9nom\u00e8ne d\u2019actualit\u00e9 dans l\u2019univers sportif. \u00c9l\u00e9ments d\u2019analyse. 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