Delighted, Hervé Beddeleem wears a broad smile when presenting his attendance figures. “When we look at the figures for the years preceding the health crisis, we realize that we have increased our classic subscriptions and our VIP subscriptions. » To explain such a situation, the executive director of BCM Basket (Gravelines-Dunkerque) believes that the maintenance of certain sports competitions, in times of Covid, has nevertheless allowed the public to “to keep a habit and an intimate attachment to sport, while cinemas were at a standstill and people were getting used to video platforms. »
Since the health crisis, the world of culture continues to suffer from public disaffection. The cinemas are gray, the theaters are empty. In this ambient slump, the world of sport stands out. In the stadiums, the public is back. According to Hervé Beddeleem, the festive spirit of a sporting event coincides with a desire of citizens to get together and celebrate positive things together.
“The return of the public would undoubtedly not have been followed without an adequate sports policy, which made it possible to bring in great players and to obtain results which encourage them to return to the stadium”he explains to justify the action of his club, faced with these new challenges. “We practiced special pricing by not increasing prices. Some were even lowered during the Coupe de France,” he remembers.
Implementation of strategies to reengage the public
This positive example does not reflect the whole of French sport. “The 2021-2022 season, which followed the crisis, was particularly difficult. The habits of the public have changed and add to an obvious problem of purchasing power”, tempers Fabien Roy, financial and administrative director of Fenix Toulouse Handball. “We had as many spectators in total, but with the difference that we had twice as many matches, because of our qualification for the European Cup. That says a lot. »
Since the start of the school year, however, the trend seems encouraging: “We are back to our 2019 load factors, although it is a bit early to celebrate. » To remedy this, the club thought about a marketing strategy advocating the “spectacle stadium” where players make themselves available to the public, to encourage them to come to the stadium.
“Everyone plays the game, the players themselves are not above ground, they understand what is at stake”, explains Fabien Roy. The latter wishes to bet on a healthy collaboration between team sports: “Rugby and football players came to watch the handball matches. It’s up to the behemoths to give us a hand, if only to set an example. »
The most popular sports float
Football, the most popular sport in France, is benefiting from a substantial return of the public to sports venues. During the 2021-2022 season – the first full year after the health crisis – the occupancy rate of Ligue 1 stadiums was 73.9% compared to 73% in 2018-2019 and 71% the previous year, according to figures Professional Football League (LFP) officials. Nearly ten million supporters filled the stands of the various French stadiums last year.
These encouraging figures should not make us forget that, faced with its European competitors, the stands of the French championship are less attractive. In the Premier League, the English football championship, the occupancy rate fluctuates around 92%. In Germany, the rate remains around 95%. Only Spain and Italy seem to have lost spectators in recent years, still ensuring an occupancy rate of over 80%.
“We are going over the figures for 2019”
On the rugby side, while the first figures for the 2022-2023 financial year will soon be revealed, we are pleased with a rediscovered pre-Covid influx. “No doubt taking advantage of the 2023 World Cup effect and the good results of the Blues at the Six Nations Tournament, we see that we have achieved the best attendances in our stadiums for a decade”relates Thibault Brugeron, media manager for the National Rugby League. “This is due in particular to a massive communication campaign, at the end of the health crisis, to encourage people to return to the stadiums. »
Alain Béral, president of the National Basketball League, mentions an attendance rate in the stadiums of more than 80% this year. “We are in the process of going above the figures of 2019.”
For this leader, the aspect ” serial “ offered by the field of sport can explain the reasons for a return to normal. “Apart from obtaining broadcasting rights, which are certainly important, our priority for ten or fifteen years has been to bring people to the stadiums, which explains why our sport is perhaps ahead of others. others in France »testifies the latter.
Sport, a “personal commitment”
The main sports therefore seem to be doing well. For Robin Recours, lecturer at the Faculty of Sports Sciences in Montpellier, this is explained by “the immense catharsis space” offered by sports fields. It can be played “all the dramas of humanity. We can experience, during a match, a gigantic palette of emotions, ranging from laughter to tears, from anxiety to deliverance, from anger to sadness or joy. explains the historian.
Unlike the world of music or the theater, there are also strong personal identifications with the product in the consumption of sporting events. “An amateur basketball player identifies as a basketball player. It is therefore important for him to practice his sport but also to see what is happening on professional grounds. »
“Few shows allow such an identification, such a personal commitment to consumption”, continues Robin Recourse. Moreover, sport remains a space in which consumers often feel expert. “It’s the famous adage: we live in a country of 66 million breeders who have a clear opinion”recalls the historian.
As for stadium occupancy rates, Robin Recours believes that sports federations in France are “Historically amateur federations and have taken a long time to become professional”.“There is a conservatism on the side of sports federations when it comes to marketing the entertainment world”continues the researcher. “So if France is not a sporting country, it’s more because of a lack of resources than a lack of culture. »
Ever bigger speakers
With more than 80,000 seats, the Stade de France remains the largest sports arena in France, ahead of the Vélodrome de Marseille (more than 67,000 seats) and the Groupama Stadium in Lyon (59,000 seats).
England has more imposing structures, with the stadiums of Wembley (90,000 seats) and Old Trafford (nearly 76,000 seats). In Spain, the Camp Nou welcomes more than 99,000 visitors. A record in Europe.
On the occasion of the Paris 2024 Olympic and Paralympic Games, a new enclosure will see the light of day in the heart of Paris, Porte de la Chapelle. The future 7,800-seat “Adidas Arena” stadium will host badminton and gymnastics events.