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Les Bleus doivent se qualifier…pour leurs sponsors ! - https://dev.medias-presse.info
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FFF-logoDans une interview à L’Equipe, Gilles Dumas, co-fondateur de l’agence Sportlab, explique les enjeux économiques autour de la qualification des Bleus au mondial : « Un échec pèserait assez peu sur la part de ses revenus tirés du sponsoring. La Fédération négocie actuellement avec certaines marques la reconduction des contrats pour 2014-2018, une période qui a l’immense intérêt pour elle d’inclure l’Euro 2016 pour laquelle la France est qualifiée d’office. Cette perspective gomme en partie l’inquiétude et l’incertitude chez les sponsors. A l’inverse, ces derniers auront le choix entre continuer avec l’équipe de France ou se reporter sur l’événement lui-même… La volonté de la FFF était d’accélérer les choses et de signer ces contrats avant les barrages, comme en 2009. Quand on voit ce qui s’est passé quelques mois plus tard, c’était plutôt une bonne idée ! Mais les sponsors n’ont pas été dupes. Échaudés par Knysna, un Euro 2012 tristounet et une équipe qui va mieux mais ne brille pas, ils ont préféré temporiser. Les contrats vont donc attendre les barrages. Dès le lendemain, les sponsors auront en mains notre étude sur les images du football, de la FFF et de l’équipe de France – et leur impact sur les marques – pour les aider à décider. »  L’enjeu de cette qualification n’est donc pas que sportif. Les Bleus vont avoir intérêt à sortir les matchs de l’année et à améliorer leur image… Après tout ce sont leurs primes qui sont aussi en jeu !

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