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Quelle stratégie de communication pour les clubs sportifs après la crise ? Une application à un club professionnel

Author

Listed:
  • Meriem Mengi Elayoubi

    (LIREM - Laboratoire de Recherche en Management (LIREM) - UPPA - Université de Pau et des Pays de l'Adour)

  • Asmaa ATA

    (LIREM - Laboratoire de Recherche en Management (LIREM) - UPPA - Université de Pau et des Pays de l'Adour)

Abstract

Le secteur du sport professionnel, et en particulier les clubs sportifs, a été fortement touché par la crise sanitaire du Covid-19. En effet, les mesures de confinement et les restrictions ont conduit à l'annulation de nombreux événements sportifs, à la suspension de compétitions et à la fermeture de structures accueillant les différents publics. Dans ce contexte, la communication a été un enjeu majeur pour maintenir le lien avec les supporters et les partenaires, ainsi que pour trouver des solutions innovantes afin de surmonter cette période. Cette recherche s'intéresse à la thématique de la communication autour d'un événement sportif et soulève la problématique suivante : comment la crise a-t-elle impacté la stratégie de communication ? Plus précisément, comment se sont adaptés les clubs sportifs aux "spectacles sans spectateurs" ? Pour répondre à ces questionnements, une étude qualitative a été menée auprès d'un club sportif professionnel (neuf titres de champion de France). Les résultats obtenus ont permis de mettre en lumière : un renforcement du digital (outils de communication, réseaux sociaux, billetterie), une communication permettant une relation de proximité à travers une mise en avant des joueurs et leurs histoires (récits, inside, histoires inspirantes et personnelles) ainsi que des supporters (échanges directs par visio avec les joueurs, invitations en plateau télévisé pour échanger autour de leur sport) et enfin une communication engageante auprès de la communauté (création du contenu engageant pour les fans, ton empathique). Cette recherche souligne l'importance pour les organisations sportives d'adapter leur stratégie de communication en tenant compte des besoins de leurs publics.

Suggested Citation

  • Meriem Mengi Elayoubi & Asmaa ATA, 2023. "Quelle stratégie de communication pour les clubs sportifs après la crise ? Une application à un club professionnel," Post-Print hal-04125545, HAL.
    • Handle: RePEc:hal:journl:hal-04125545
    Note: View the original document on HAL open archive server: https://univ-pau.hal.science/hal-04125545
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    File URL: https://univ-pau.hal.science/hal-04125545/document
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    References listed on IDEAS

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    Full references (including those not matched with items on IDEAS)

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    Keywords

    communication; expérience de consommation; club sportif; événementiel;
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