Événement sportif incontournable en France, le tournoi Roland-Garros a mis en place une stratégie marketing et business d’envergure. Zoom sur la face cachée du tournoi.
Roland-Garros, le tournoi français qui fait rêver
Avant de devenir un événement incontournable annuel, le tournoi avait un caractère plus « modeste ». C’est la première finale de Coupe Davis des Mousquetaires organisée à Paris en 1928 qui a tout accélérée. Annulé de 1940 à 1945 en raison de la guerre, le tournoi fait peu à peu sa place et devient le premier tournoi du Grand Chelem à devenir Open en 1968.
Yannick Noah est le dernier français à avoir marqué Roland-Garros de son empreinte en 1983 en s’imposant en simple. Depuis, les français font de la résistance ! Ils laissent la place aux espagnols et notamment à « Rafa » avec ses 11 titres conquis entre 2005 et 2018.
Marketing x Roland-Garros : le jeu décisif
La marque Roland-Garros est née en 1987 et a acquis une image prestigieuse au fil des années. L’objectif de celle-ci est de faire rayonner l’image du tennis français au-delà des courts de tennis.
Avant la création de la marque, il existait une gamme de produits dérivés (casquettes, tee-shirts…). Aujourd’hui, pour mener à bien cette stratégie, Roland-Garros mise sur le co-branding en s’associant avec de nombreuses marques prestigieuses comme : Nuxe, Carré Blanc, Adidas, Lacoste…
Nuxe x Roland-Garros, la crème de la crème !
Puisque Roland-Garros rime souvent avec fortes chaleurs, Nuxe s’est associée au tournoi en 2018 pour la seconde fois en revisitant son grand classique spray fondant haute protection SPF 50. Créé spécialement pour l’événement, il arbore le célèbre logo du tournoi parisien. Ce spray est vendu sur la boutique en ligne Roland-Garros.
En effet, afin de désaisonnaliser la vente de produits et d’accroître le panier moyen, une boutique en ligne a été mise en place afin de vendre hors tournoi. Elle représente environ 40% des ventes contre 60% dans la boutique officielle durant la quinzaine.
Et les partenariats dans tout ça ?
Gilles Bertoni, d’abord directeur du marketing et du développement de Roland-Garros puis co-directeur disait « à Roland-Garros on n’a pas de sponsor on a que des partenaires ». Effectivement, le tournoi peut compter sur des partenaires nombreux et fidèles au premier rang desquels son parrain officiel : BNP Paribas. L’ensemble de ces partenariats représentent en moyenne chaque année 30% des recettes du tournoi.
Roland-Garros classe ses partenaires en :
- Parrain officiel : BNP Paribas
- Partenaires premium : Emirates, Lacoste, Peugeot et Rolex
- Partenaires officiels : Engie et Perrier
- Fournisseurs officiels : AccorHotels, Tropicana, Magnum, Orange…
Business x Roland-Garros : le set gagnant
Entre 2 matchs, c’est l’occasion de parler tennis mais pas que ! Le business est aussi au centre des attentions à Roland-Garros et les affaires s’imposent.
Événement à la fois sportif et culturel, Roland-Garros est l’opportunité pour les entreprises de tisser du lien avec leurs prospects et clients. En effet, au-delà des matchs, il est possible de partager un déjeuner dans les espaces de réception ou encore de circuler dans le complexe afin de mêler échanges et négociations.
Sorte de networking informel, le tournoi permet notamment aux entrepreneurs d’élargir leur carnet d’adresses via un cadre propice aux rencontres.
En moyenne, un invité à Roland-Garros va passer 7 heures sur place. Le coût pour les entreprises est de minimum 480€ HT / jour et par invité. Cet événement se dit accessible pour tous type d’entreprises, des PME aux multinationales en proposant des solutions sur mesure selon les budgets. Les entreprises considèrent cet événement comme un investissement « gagnant-gagnant » sur le long terme.
Tenez-vous prêt, de nombreuses nouveautés arrivent en 2019 ! En effet, une session de nuit est prévue, avec des matchs d’anciens joueurs, donnant ainsi un caractère exceptionnel aux rencontres entre professionnels.
Fan de sport et de marketing ? Retrouvez un article consacré aux JEUX-OLYMPIQUES et un autre sur la caravane du Tour de France.
Mathilde D.
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