{"id":238551,"date":"2022-07-29T15:23:57","date_gmt":"2022-07-29T13:23:57","guid":{"rendered":"https:\/\/rtrsports.com\/parrainages-produits-categories-garantie-exclusivite\/"},"modified":"2025-07-16T16:46:27","modified_gmt":"2025-07-16T14:46:27","slug":"parrainages-produits-categories-garantie-exclusivite","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/sponsorships-product-categories-guarantee-exclusivity\/","title":{"rendered":"Parrainages et cat\u00e9gories de produits : la garantie d’exclusivit\u00e9"},"content":{"rendered":"

La premi\u00e8re \u00e9tape de tout programme de parrainage sportif consiste, pour l’entreprise, \u00e0 v\u00e9rifier quelles sont les cat\u00e9gories de produits<\/strong> disponibles. La science des marchandises, discipline qui \u00e9tudie la nature, les possibilit\u00e9s d’utilisation et la valeur commerciale des marchandises, d\u00e9finit une cat\u00e9gorie de produits<\/strong> comme la classe de produits identifi\u00e9e selon la classification des produits, c’est-\u00e0-dire un ensemble de produits ayant la m\u00eame nature, les m\u00eames possibilit\u00e9s d’utilisation et la m\u00eame valeur commerciale.<\/p>\n

Si nous entrons dans les d\u00e9tails<\/strong>, nous d\u00e9couvrirons qu’il existe trois autres d\u00e9finitions en dessous de la cat\u00e9gorie de produits, qui fournissent un aper\u00e7u suppl\u00e9mentaire : les macro-classes de produits<\/strong>, les classes de produits<\/strong> et les sous-classes de produits<\/strong>. Examinons l’exemple d’un grand produit de consommation.<\/p>\n

Product category: cosmetics\r\nProduct macro class:  skin Care\r\nProduct class: day cream\r\nProduct sub-class: redensifying agent for dry skins<\/pre>\n
Un bref aper\u00e7u de l’histoire des parrainages et des cat\u00e9gories de produits<\/h2>\n
L’id\u00e9e d’une cat\u00e9gorie de produits dans le cadre du parrainage a \u00e9t\u00e9 introduite pour la premi\u00e8re fois \u00e0 une \u00e9poque relativement r\u00e9cente, lors des travaux pr\u00e9paratoires des Jeux olympiques de 1984 \u00e0 Los Angeles<\/strong>. A l’\u00e9poque, le Comit\u00e9 international olympique<\/strong> avait d\u00e9cid\u00e9 de limiter la confusion qui se r\u00e9pandait dans le monde du sponsoring et de fixer \u00e0 30 le nombre de sponsors officiels de l’\u00e9v\u00e9nement, en introduisant le principe de l’exclusivit\u00e9 de cat\u00e9gorie. Il s’agit d’une v\u00e9ritable r\u00e9volution pour le monde du marketing sportif, qui s’est soudainement retrouv\u00e9 dans un territoire incroyablement libre d’obstacles, et d’une grande victoire pour les partenaires et les sponsors qui n’ont plus eu \u00e0 se battre contre des concurrents dans la m\u00eame ar\u00e8ne de communication. Comme on le comprend ais\u00e9ment, le principe de l’exclusivit\u00e9 cat\u00e9gorielle<\/strong> offre aux entreprises partenaires d’un championnat, d’une \u00e9quipe ou d’un \u00e9v\u00e9nement la certitude qu’elles ne seront pas importun\u00e9es par des concurrents, ce qui maximise l’efficacit\u00e9 du parrainage. D’o\u00f9 un autre effet de cascade inattendu : comme les sponsors sont tr\u00e8s peu dispos\u00e9s \u00e0 c\u00e9der leur espace \u00e0 des concurrents et \u00e0 perdre l’opportunit\u00e9 en jeu, ils sont plus enclins \u00e0 renouveler leurs accords de parrainage pour plusieurs ann\u00e9es, offrant ainsi de plus grandes garanties aux organisateurs. C’est ce qui s’est pass\u00e9 avec Coca-Cola<\/strong>, McDonald’s<\/strong>, VISA<\/strong> et d’autres entreprises dont les marques apparaissent fi\u00e8rement sur les banni\u00e8res des \u00e9v\u00e9nements sportifs les plus populaires.<\/p>\n
De l’exclusivit\u00e9 de la cat\u00e9gorie au partenariat de la cat\u00e9gorie<\/h2>\n
Au fil des ann\u00e9es, l’incorporation de cat\u00e9gories de produits dans un seul bien sportif est devenue un atout strat\u00e9gique tr\u00e8s important, au point de se cristalliser de plus en plus dans les cat\u00e9gories de parrainage. Il suffit d’examiner les sponsors officiels du championnat MotoGP<\/strong><\/a> \u00e9num\u00e9r\u00e9s ci-dessous (ou de tout autre championnat pertinent) pour comprendre comment la d\u00e9finition de sponsor int\u00e8gre l’id\u00e9e de cat\u00e9gorie de produits : Tissot est le chronom\u00e9treur officiel, Michelin<\/strong> est le pneu officiel de la cat\u00e9gorie MotoGP, BMW M est la voiture officielle, Singha est la bi\u00e8re officielle et DHL est le transporteur officiel.<\/p>\n
\"parrainage-produit-cat\u00e9gories\"<\/a><\/p>\n
Comme le montre clairement ce cas, l’exclusivit\u00e9 de la cat\u00e9gorie n’est pas seulement une garantie pour l’entreprise commanditaire, mais aussi un outil de communication efficace pour r\u00e9it\u00e9rer et renforcer le prestige de l’entreprise et sa position de leader par rapport \u00e0 ses concurrents. Cet effet n’a pas seulement un impact sur les sponsors officiels<\/strong> <\/a>d’un championnat, mais il s’applique \u00e9galement aux fournisseurs, aux partenaires et \u00e0 toutes les cat\u00e9gories de sponsors d’une propri\u00e9t\u00e9 de mani\u00e8re organique et verticale. Ironiquement, et paradoxalement en m\u00eame temps, une \u00e9quipe, un \u00e9v\u00e9nement ou un championnat ne peuvent pas \u00eatre soutenus par un nombre illimit\u00e9 de sponsors : chaque propri\u00e9t\u00e9 ne peut avoir qu’un seul sponsor par cat\u00e9gorie de produit, d’o\u00f9 l’exclusivit\u00e9 de la cat\u00e9gorie.<\/p>\n
Comment utiliser les cat\u00e9gories de produits<\/h2>\n
Les \u00e9quipes remettent aux agences de parrainage un document<\/strong> tr\u00e8s pr\u00e9cieux<\/strong> dans lequel elles pr\u00e9cisent les cat\u00e9gories de produits qui sont vacantes \u00e0 un moment donn\u00e9. Chaque \u00e9quipe et chaque organisation \u00e9tablit un dossier dans lequel elle inscrit les cat\u00e9gories de produits et les macro-classes vacantes, y compris la dur\u00e9e des accords existants : il s’agit d’un outil utile pour comprendre et aider les interlocuteurs internes et externes \u00e0 comprendre en temps utile la situation actuelle et les opportunit\u00e9s pour l’avenir. Par exemple. Recommander la Juventus comme<\/b> partenaire dans le domaine des assurances tant qu’elle a Allianz<\/strong> ou un producteur de caf\u00e9 tant qu’il a Segafredo<\/strong> ne serait pas utile. De m\u00eame, il ne servirait \u00e0 rien de proposer un constructeur automobile tant que le logo Jeep<\/strong> figure sur les maillots des Black & Whites.<\/p>\n
Les arguments ci-dessus permettent de comprendre la v\u00e9ritable valeur d’une agence de marketing sportif<\/strong><\/a> ou d’une agence de sponsoring, qui consiste en sa capacit\u00e9 intersectorielle \u00e0 identifier les opportunit\u00e9s de sponsoring exclusives qui s’ouvrent de temps \u00e0 autre pour des marques et des entreprises sp\u00e9cifiques. Bien entendu, la menace qui plane dans ce cas est la voix s\u00e9duisante du “faites-le vous-m\u00eame”,<\/strong> qui pr\u00e9sente toutefois le risque de perdre du temps et de la cr\u00e9dibilit\u00e9, de se heurter \u00e0 des portes ferm\u00e9es et de rencontrer des obstacles sur le chemin de la r\u00e9ussite. C’est le cas de secteurs de produits sp\u00e9cifiques dans des sports sp\u00e9cifiques, par exemple. Presque toutes les \u00e9quipes de Formule 1 et de MotoGP ont des partenaires officiels pour les boissons \u00e9nergisantes, tout comme tous les tournois de golf ont d\u00e9j\u00e0 des sponsors officiels du monde des montres de luxe ou les comp\u00e9titions de voile ont la technologie Internet.<\/p>\n
Vous avez appr\u00e9ci\u00e9 cet article ? Ne manquez pas l’occasion de le partager. Ou contactez-nous via info@rtrsports.com <\/a> <\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"
La premi\u00e8re \u00e9tape de tout programme de parrainage sportif consiste, pour l’entreprise, \u00e0 v\u00e9rifier quelles sont les cat\u00e9gories de produits disponibles. La science des marchandises, discipline qui \u00e9tudie la nature, les possibilit\u00e9s d’utilisation et la valeur commerciale des marchandises, d\u00e9finit une cat\u00e9gorie de produits comme la classe de produits identifi\u00e9e selon la classification des produits, […]<\/p>\n","protected":false},"author":2,"featured_media":190812,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20130],"tags":[],"class_list":["post-238551","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-parrainage-sportif"],"acf":[],"contentshake_article_id":"","yoast_head":"\nParrainages et cat\u00e9gories de produits : la garantie d'exclusivit\u00e9<\/title>\n<meta name=\"description\" content=\"L'\u00e9tape initiale de tout programme de sponsoring sportif consiste pour l'entreprise \u00e0 tester les cat\u00e9gories de produits disponibles.\" \/>\n<meta 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