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10 façons de rendre votre équipe de Football américain rentable
Par: Travis Brody
Traduit par: Lorenz Plassmann
Avec environ 1600 équipes de Football américain en Europe et de nouveaux clubs qui émergent chaque semaine, il y a un intérêt manifeste pour ces organisations à optimiser leur rentabilité. De nombreuses équipes connaissent les bases pour monter un budget, mais la plupart d’entre elles doivent puiser dans les modèles de profit qu’elles ont à leur disposition. Une enquête auprès de plusieurs équipes à travers toute l’Europe nous a permis d’établir une liste des modèles de profit les plus viables. Vous utilisez peut-être déjà certains de ces modèles, mais peu d’entre vous ont accès aux nombreuses options qui existent. Nous espérons que cette liste vous aidera à identifier les éléments qui manquent à votre organisation et qu’elle vous permettra de passer à l’étape supérieure.
Voici les 10 meilleurs moyens pour une équipe de Football d’être rentable :
1. Cotisation
Dans la plupart des cas, c’est le meilleur moyen pour une nouvelle équipe de démarrer. Faire payer une cotisation à vos joueurs vous permettra de mettre en place un budget de départ avec lequel vous pourrez payer les installations où vous jouez et où vous vous entraînez, l’équipement, l’assurance, etc. Presque toutes les équipes le font, pour une simple et bonne raison: une équipe qui vient de voir le jour a rarement de quoi attirer des sponsors, et la plupart des équipes n’ont pas un million d’euro à disposition pour leur budget dès le premier jour.
Si vous faites payer à vos joueurs une cotisation annuelle, faites en sorte qu’elle couvre au moins les frais de base et leur assurance. Elle ne doit pas être trop élevée pour ne pas être dissuasive. Faites au mieux, afin de permettre à tous de pouvoir s’inscrire.
2. Sponsoring
Le sponsoring est à la fois le plus attirant et le plus difficile des modèles de profit à mettre en place. Un gros sponsor peut littéralement changer le destin de toute votre organisation. Le problème, bien entendu, c’est qu’il est très difficile de fixer la valeur du partenariat, mais si vous parvenez à garantir un retour sur investissement, les possibilités qui s’offrent à vous sont infinies.
La bonne nouvelle vient du fait que les occasions d’attirer des sponsors sont illimitées. Le nombre d’entreprises possibles est immense, et presque toutes tireraient profit d’un sponsoring pertinent. Par ailleurs, il existe un grand nombre d’options que vous pouvez proposer à vos sponsors potentiels. Des marques peuvent sponsoriser votre équipement, prendre en charge le site internet ou votre présence sur les réseaux sociaux. Vous pouvez également utiliser leur nom sur des affiches, des t-shirts, ou dans vos dans les brochures distribuées lors de vos matches. Vous pouvez leur offrir des places pour les matchs, du merchandising ou les représenter à des événements. Les contreparties possibles sont illimitées. La seule limite est votre créativité en la matière.
Enfin, mettez en place une gestion de sponsoring professionnel dédié aux partenariats, avec lequel les sponsors seront en contact. Vous pouvez recruter quelqu’un pour s’en charger ou vous pouvez vous y atteler vous-même en consultant le lien: Pourquoi Sponsoriser le Football américain?
3. Publicité digitale
Avoir de la publicité sur le site Internet de votre équipe est un moyen modeste mais réel de faire rentrer des revenus supplémentaires. Un trafic important sur votre site profitera à votre équipe ainsi qu’à vos annonceurs potentiels. Il faudra fournir à ces derniers les statistiques de fréquentation du site pour qu’ils estiment le nombre de vues et de clics que leurs publicités pourraient avoir chaque mois. Au-delà de la démarche professionnelle, cela permettra aux annonceurs d’évaluer leur retour sur investissement.
4. Bénévolat d’entreprise
De nombreuses entreprises gagnent à offrir du travail bénévole à des associations ou à des clubs locaux. Que ce soit pour des raisons fiscales ou de rentabilité, ou simplement pour permettre à leurs collaborateurs de prendre du temps de repos, cela peut être un bon moyen pour votre équipe de faire rentrer de l’argent. Par exemple, si une entreprise A paie 15€ de l’heure ses employés pour faire l’inventaire de son entrepôt deux fois par an, plutôt que d’attribuer cette somme à des employés qui ne prendront aucun plaisir à faire des heures supplémentaires, elle peut proposer à un club de sport local 10€ de l’heure par personne pour faire le même travail. C’est du travail bénévole pour les joueurs, mais cela représente une ressource budgétaire supplémentaire. Les joueurs ne sont mobilisés que 15-20 heures par an, par exemple, et cela peut aider l’équipe à couvrir certaines dépenses élémentaires. Cette stratégie est très fréquemment utilisée dans les pays scandinaves et il serait bon qu’elle se développe ailleurs en Europe. Contactez une entreprise locale et proposez-lui du travail à moindre coût. Il se peut que ce partenariat se transforme à un moment donné en du mécénat d’entreprise.
5. Equipement
Il s’agit du modèle de profit le moins exploité. Tout d’abord, les équipes devraient acheter des équipements standards pour leurs joueurs afin qu’ils y aient accès lorsqu’ils en ont besoin. Pourquoi obliger les joueurs à parcourir des kilomètres pour se procurer un équipement neuf quand vous pouvez vous-même l’acheter et le leur vendre directement? C’est aussi dans votre intérêt d’augmenter très légèrement le prix de vente afin de réaliser ne serait-ce qu’un petit profit à chaque transaction. Les joueurs son prêts à dépenser un peu plus si cela leur évite deux ou trois heures de route. Investissez dans un nombre suffisant de kits complets pour les nouveaux joueurs, et ayez toujours à disposition des équipements de base en réserve en cas d’urgence (équipement perdu, cassé, non adapté, par exemple).
En plus de vendre des équipements, les clubs peuvent aussi en louer à leurs joueurs. Certains joueurs n’ayant pas les moyens de s’acheter un kit complet, il peut être plus avantageux pour eux de le louer à l’année. Cela profite à tout le monde — le joueur n’a pas à verser beaucoup d’argent au départ et l’équipe est bénéficiaire puisque l’équipement lui appartient. C’est une situation où tout le monde est gagnant. Veillez à signer un accord avec vos joueurs, assurant qu’ils rendront leur kit en fin de saison.
Enfin, racheter l’équipement des joueurs peut aussi être avantageux. Les joueurs qui prennent leur retraite, déménagent ou simplement abandonnent ce sport seront très heureux de pouvoir récupérer de l’argent. Si vous rachetez leur équipement à un prix raisonnable, vous pouvez le revendre ou le louer à d’autres joueurs. Et si vous le rachetez à prix cassé, vous ferez encore de meilleurs profits.
Plus votre système d’équipement est sophistiqué, plus il sera fiable pour vos joueurs et rentable pour votre organisation. C’est là un aspect que votre équipe ne doit surtout pas négliger.
6. Vendre des parts
Les sociétés à but lucratif ont toujours la possibilité de vendre un pourcentage de leur capital. Toutes les grandes entreprises finissent par le faire, surtout lorsqu’elles manquent de fonds pour réaliser leurs objectifs ambitieux. C’est un moyen efficace d’augmenter le budget de votre équipe, mais cela n’est pas sans un certain sacrifice : votre gain à court terme vous fera perdre davantage sur le long terme. Abandonner une partie de votre capital à un nouvel investisseur limite vos profits et peut aussi légèrement modifier la direction prise par l’équipe. En général, les investisseurs veulent peser sur la gestion et l’orientation stratégique du club. En même temps, une levée de fonds permettrait à votre équipe d’être, au final, bien plus rentable que si vous restiez seul maître à bord. Prenez le temps de bien mesurer les conséquences avant de faire entrer des partenaires minoritaires dans votre organisation.
7. Billetterie
Le principe de la billetterie n’a pas besoin d’être détaillé, mais il faut savoir que c’est aussi un art. C’est à vous d’élever votre équipe à un niveau de jeu qui donnera envie aux fans de dépenser leur argent pour venir au stade. Il vous faudra alors déterminer un prix que les gens sont prêts à mettre. S’il est trop élevé cela affectera le nombre de spectateurs, tandis que s’il est trop faible il dépréciera la valeur que représente le fait d’assister à un match. En général, c’est un domaine où l’on procède par approximations successives, mais vous finirez par déterminer un prix qui fera consensus. Les équipes qui réussissent ouvrent de nouvelles voies pour la vente de billets en dehors des jours de match.
8. Merchandising
La vente de maillots, de t-shirts, de casquettes, de sweatshirts, etc., peut avoir d’immenses répercussions. Non seulement vous faites des bénéfices importants, mais cela a un deuxième effet, celui de faire de la publicité pour votre équipe. A chaque fois qu’un fan porte un vêtement à l’effigie du club cela augmente votre notoriété et finira par faire venir de nouveaux supporters. C’est une forme de boucle de rétroaction que vous devez créer. Il existe de nombreux fabricants de vêtements et d’équipement qui seraient ravis de faire affaire avec vous. Renseignez-vous bien et choisissez la marque qui répond le mieux à vos besoins.
9. Subventions publiques
Comme le financement et les subventions publics varient largement en fonction du pays, il vous revient de faire les recherches dans ce domaine. La plupart des aides sont ouvertes aux organisations à but non lucratif ou à des programmes destinés à la jeunesse, ce qui peut, ou pas, vous concerner. Si votre équipe rentre dans les critères, il y a plusieurs moyens de postuler à une aide publique.
10. Le modèle coopératif
Certaines équipes, comme les Packers de Green Bay, dans la NFL, ou les Conquerors de Hastings, au Royaume-uni, ont créé des modèles coopératifs où les fans peuvent acheter des actions du club. Ils ont la possibilité d’acquérir des actions non représentatives du capital du club, ce qui leur donne un droit de vote en certaines occasions et leur permet d’accéder à des informations privilégiées sur leur équipe. C’est un excellent moyen de générer des fonds pour le club et de réunir une clientèle fidèle sans donner du capital à n’importe qui. Cependant, cela autorise une masse de personnes à influer sur la direction du club. Cela peut profiter à votre organisation. Mais cela peut aussi avoir l’effet inverse. Au final, il vous revient de prendre cette décision.
Que pensez-vous de cette liste? Souhaiteriez-vous ajouter un autre modèle de profit? Merci de nous le faire partager dans la section ci-dessous.
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