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Tuesday, June 27, 2006

 
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Grandi cifre e impazzimenti curiosi della sfida del business tra global e local sui campi di Germania 2006

IlFOglio - 27 Giugno 2006

I numeri spesso riescono a spiegare un fenomeno meglio di mille parole. Facciamo un esempio concreto sui mondiali di calcio in Germania: quest’anno, tra le 200 nazioni collegate in mondovisione, si stima un’audience mondiale pari a 32 miliardi di contatti, di cui oltre 3 miliardi saranno gli spettatori tv attesi per la finale.
Provate a far leggere queste cifre ad un qualsiasi direttore marketing di un’azienda che produce o distribuisce prodotti di massa, e noterete uno scintillio paperonesco nei suoi occhi.
Il mondiale di calcio va letto come fenomeno economico che riesce a muovere ingenti somme di denaro: quest’anno il giro d’affari è stimato nell’ordine di 2,3 miliardi di euro di cui oltre un miliardo è rappresentato dai ricavi dei diritti media (tv, telefonini, internet), e circa 750 milioni dal valore delle sponsorizzazioni.
Insomma, i numeri parlano chiaro.
Ci sono due categorie di aziende che investono su questo evento: le grosse corporations che appaiono come sponsor ufficiali della World Cup - quest’anno sono quindici, tra cui Coca-Cola, Adidas, Emirates Airlines e Yahoo! - e che, in quanto tali, hanno il diritto esclusivo di esporre il proprio marchio all’interno e fuori dagli stadi e di associarlo su tutte le pubblicazioni ufficiali della Fifa; tutto questo per un esborso medio per azienda di oltre 40 milioni di euro. Ed esistono poi centinaia di aziende che sfruttano l’evento mediatico e, soprattutto, il senso di nazionalismo e patriottismo che il mondiale di calcio riesce a scatenare, per poter abbinare il proprio brand all’effige e alla squadra nazionale. Si vengono così a creare delle situazioni paradossali di marchi e prodotti assai distanti dal mondo sportivo e calcistico che, improvvisamente, per poco più di un mese, si trasformano in assai poco credibili tifosi da curva della nazionale. I casi in Italia sono tanti e continuamente di fronte ai nostri occhi, basta accendere la tv o leggere le pubblicità sui quotidiani sportivi.

Ma le situazioni più bizzarre sono quelle di grandi multinazionali che sponsorizzano e supportano più squadre che partecipano ai Mondiali di Germania.
C’è la MasterCard che nell’ultima campagna pubblicitaria si pone come principale supporter della nazionale inglese; la stessa cosa fa, con altrettanti toni da ultrà, per la nazionale argentina e australiana. Come pure l’azienda spagnola di abbigliamento sportivo Umbro che ha riempito il proprio sito con immagini del team inglese di cui è sponsor ufficiale con uno slogan senza-se-e-senza-ma, “One love”: tale claim viene utilizzato in ogni occasione di comunicazione, tranne ovviamente quando la squadra della perfida Albione si incontrerà con la Svezia, altra squadra rivestita dalla Umbro.
Sono le imperfezioni del glocal, ovvero quando il global si scontra con le problematiche locali. E’ ovvio che queste cose sono sempre successe, però con i marchi sempre più globalizzati e con media universali come internet, i giochi vengono scoperti più facilmente e con risultati spesso imbarazzanti.

Ma la vera battaglia viene giocata tra le grandi multinazionali dello sportwear che si sono spartite gran parte delle 32 squadre presenti quest’anno in Germania. Nike ne sponsorizza otto (tra cui Brasile e USA); Adidas, nonostante il suo ruolo ufficiale, solamente sei (era riuscita ad aggiudicarsi la Cina, ma la squadra non è passata alle qualificazioni); Puma invece, pur essendo più piccola, veste e fornisce le scarpe a ben dodici squadre, tra cui molte africane.
In passato si parlò anche di una forte influenza di questi sponsor sulle scelta della rosa dei giocatori delle nazionali, per privilegiare i propri testimonial. Come se gli sponsor fossero una sorta di Gea.

Il mondiale di calcio è soprattutto un evento televisivo - quasi la metà del budget del volume d’affari globale è rappresentato dai diritti tv, mentre il ricavato previsto dalla vendita dei biglietti è solamente il dieci per cento - e questo ovviamente muove anche un massiccio indotto di business e consumi, come ad esempio l’acquisto di televisori di nuova generazione. Per l’occasione sono stati ideati concorsi e promozioni legati al mondiale e, in particolare, alle sorti delle partite dell’Italia.
Ad esempio MediaWorld, catena di negozi di elettrodomestici, ha lanciato una promozione: se l’Italia vince i mondiali, tutti coloro che hanno acquistato nei loro centri un televisore lcd nel periodo immediatamente precedente all’inizio del campionato, vinceranno il valore del televisore in buoni acquisto. Forza Italia! Una strategia che sarebbe piaciuta all’ex premier.

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