{"id":8825,"date":"2016-06-24T14:09:00","date_gmt":"2016-06-24T12:09:00","guid":{"rendered":"https:\/\/cdes.fr\/?p=8825"},"modified":"2022-07-20T12:17:06","modified_gmt":"2022-07-20T10:17:06","slug":"actu-economie-one-vision-nouveau-plan-strategique-atp","status":"publish","type":"post","link":"https:\/\/cdes.fr\/?p=8825","title":{"rendered":"ACTU | \u00c9CONOMIE : \u00ab One Vision \u00bb, un nouveau plan strat\u00e9gique pour l’ATP"},"content":{"rendered":"\t\t
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\u00ab It represents a true step change for our game. \u00bb C\u2019est par ces mots qu\u2019Andrea Gaudenzi, l\u2019actuel pr\u00e9sident de l\u2019Association of Tennis Professionals (ATP), a pr\u00e9sent\u00e9 le nouveau plan strat\u00e9gique \u00ab One Vision \u00bb que d\u00e9veloppera l\u2019ATP Tour \u00e0 partir de janvier 2023. S\u2019appuyant sur le d\u00e9ploiement de deux phases distinctes, l\u2019ATP entend diversifier ses revenus tout en incluant plus efficacement les parties impli\u00adqu\u00e9es de pr\u00e8s ou de loin au sujet du tennis (fans, joueurs, sponsors, organisateurs, etc.). En ce sens, le processus de concertation mis en place, associant le comit\u00e9 de direction de l\u2019ATP, le syndicat des joueurs et des experts de l\u2019industrie m\u00e9diatique appara\u00eet d\u00e9j\u00e0 comme un exemple de concertation.<\/p>

Deux phases de concertation <\/strong><\/span><\/h1>

La premi\u00e8re phase strat\u00e9gique, dont les actions seront mises en place d\u00e8s janvier 2023, promeut plusieurs axes d\u2019am\u00e9\u00adlioration visant in fine la r\u00e9duction de la d\u00e9pendance \u00e9conomique \u00e0 la pr\u00e9sence des spectateurs dans les tournois affili\u00e9s ATP. En ce sens, l\u2019organisation a fait le choix d\u2019allonger la dur\u00e9e \u00e0 12 jours de ses prin\u00adcipaux tournois (Madrid, Miami, Rome, Shanghai\u2026) en autorisant l\u2019accueil d\u2019un nombre plus important de participants et permettant donc un accroissement de l\u2019ordre de 35 % du prize money d\u00e9di\u00e9 aux joueurs. En parall\u00e8le, il a \u00e9galement \u00e9t\u00e9 fait le choix de miser sur la data innova\u00adtion et sur la mise en place de n\u00e9gociations plus efficaces en ce qui concerne la vente des droits t\u00e9l\u00e9vis\u00e9s des plus grands tournois ATP. Le but demeure de parvenir \u00e0 faire en sorte que ces tournois soient au moins aussi bien consid\u00e9r\u00e9s que les quatre tournois du Grand Chelem \u2013 non directement g\u00e9r\u00e9s par l\u2019ATP. La seconde phase \u2013 qui n\u2019a pas d\u00e9but\u00e9 \u2013 s\u2019attaquera \u00e0 un chantier encore plus complexe : l\u2019unification de tout le tennis masculin autour d\u2019une structure de gouvernance unifi\u00e9e. Une autre mani\u00e8re donc de tenter de ramener Roland-Garros, Wimbledon, l\u2019US Open et l\u2019Australian Open dans le giron de l\u2019ATP tout en d\u00e9l\u00e9\u00adgitimant les tournois annexes ou exhibitions que peuvent repr\u00e9senter la Laver Cup, par exemple.<\/p>

Les cons\u00e9quences pour les fans et les joueurs <\/strong><\/span><\/h1>

Les fans sont d\u00e9sign\u00e9s comme principaux destinataires des effets de cette \u00e9volution. Ils sont cens\u00e9s pouvoir b\u00e9n\u00e9ficier d\u2019une meil\u00adleure fan experience via l\u2019apport des analyses de donn\u00e9es, mais \u00e9galement de tournois plus attractifs tout en ayant un acc\u00e8s privil\u00e9gi\u00e9 aux coulisses du circuit \u2013 une s\u00e9rie Netflix \u00e0 l\u2019image de ce qui a \u00e9t\u00e9 fait pour la Formule 1 est ainsi en pr\u00e9paration. Enfin, les joueurs sont bien \u00e9videmment concern\u00e9s par le plan strat\u00e9gique puisqu\u2019ils b\u00e9n\u00e9ficieront d\u00e8s janvier 2023, d\u2019une transparence compl\u00e8te sur la gestion financi\u00e8re des tournois d\u2019une part, mais \u00e9galement d\u2019une garantie de distri\u00adbution 50\/50 des revenus li\u00e9s aux tournois d\u2019autre part. De plus, au-del\u00e0 de ces prize money accrus, les joueurs profiteront \u00e9gale\u00adment d\u2019un bonus annuel \u00e9tendu \u00e0 30 joueurs au lieu de 18 tandis qu\u2019un m\u00e9canisme de partage des profits am\u00e9lior\u00e9s profitera d\u00e9sor\u00admais \u00e0 140 joueurs.<\/p>

Pourquoi ces \u00e9volutions ? <\/strong><\/span><\/h1>

Cette r\u00e9flexion strat\u00e9gique initi\u00e9e depuis plus de deux ans s\u2019inscrit dans un contexte particulier qui force aujourd\u2019hui l\u2019ATP \u00e0 faire \u00e9voluer son rapport au march\u00e9 de l\u2019entertainment. Andrea Gaudenzi, dans un contexte post-covid qui a \u00e9t\u00e9 marqu\u00e9 par une chute des recettes spectateurs li\u00e9es \u00e0 la fr\u00e9quentation des tournois, aborde claire\u00adment le sujet des revenus durables par oppo\u00adsition aux revenus al\u00e9atoires que peuvent repr\u00e9senter les ventes de billets. N\u00e9anmoins, cette \u00e9volution semble quelque peu contrainte par le renouvellement g\u00e9n\u00e9ra\u00adtionnel des joueurs \u2013 in fine \u00ab produits \u00bb principaux de marketing des tournois ATP \u2013 qui pose quelques contraintes de d\u00e9veloppe\u00adment \u00e0 un sport qui va progressivement voir dispara\u00eetre Roger Federer, Rafael Nadal et Novak Djokovic. Tout l\u2019enjeu se situe donc dans le fait de recr\u00e9er de nouvelles mani\u00e8res de promouvoir le tennis via la mise en avant de nouveaux champions (la sollicitation de Netflix va en ce sens) ou m\u00eame, \u00e0 terme, de nouvelles r\u00e8gles de jeu (comme celles qui sont test\u00e9es tous les ans \u00e0 la Next Gen). Si le projet strat\u00e9gique de l\u2019ATP semble promet\u00adteur, il reste maintenant \u00e0 voir comment il va s\u2019articuler au milieu d\u2019une offre de diver\u00adtissement sportif toujours plus grande et concurrentielle.<\/p>

Florent BERGMANN<\/a><\/strong><\/h4>

[https:\/\/onevision.atptour.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":"

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