{"id":238584,"date":"2022-08-25T09:53:40","date_gmt":"2022-08-25T07:53:40","guid":{"rendered":"https:\/\/rtrsports.com\/i-choose-sport-sponsor-quick-guide\/"},"modified":"2026-09-08T17:11:46","modified_gmt":"2026-09-08T15:11:46","slug":"i-choose-sport-sponsor-quick-guide","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/i-choose-sport-sponsor-quick-guide\/","title":{"rendered":"Comment choisir le sport \u00e0 sponsoriser ? Un guide rapide"},"content":{"rendered":"

C’est le grand dilemme : dois-je suivre mon instinct ou dois-je regarder les chiffres<\/strong> ? Eh bien, je regarderai les chiffres \u2014 ils ne mentent pas. Mais avant cela, le principal conseil est : choisissez quelque chose de divertissant et d’engageant. Quelque chose qui fait bondir les fans du canap\u00e9 et leur donne envie de plus.<\/p>\n

Le sport, c’est du divertissement, et vous ne pouvez pas vous permettre d’associer votre marque \u00e0 un spectacle ennuyeux<\/strong>. \u00cates-vous d\u00e9j\u00e0 all\u00e9 au cin\u00e9ma voir un film insupportable ? Je suis s\u00fbr que vous ne l’avez pas recommand\u00e9 \u00e0 vos amis. Si vous n’\u00eates pas satisfait, vous n’encouragez pas seulement les gens \u00e0 y aller \u2014 vous les en dissuadez, parce que vous tenez \u00e0 eux.<\/p>\n

La m\u00eame chose se produit dans le sport et cela pourrait r\u00e9duire les r\u00e9sultats potentiels de votre programme de sponsoring<\/strong>.<\/p>\n

La qualit\u00e9 du spectacle est un multiplicateur de l’investissement en sponsoring : un sport qui gagne en perception aupr\u00e8s du public entra\u00eene \u00e9galement la croissance de la valeur des marques qui le sponsorisent. Nous l’avons vu de premi\u00e8re main avec la Formule 1, qui a connu une v\u00e9ritable renaissance depuis 2021 : de 400 millions de fans en 2017 \u00e0 826 millions en 2024, avec une augmentation de 12 % rien que l’ann\u00e9e derni\u00e8re.<\/p>\n

\"Choisir<\/p>\n

Comment choisir<\/h2>\n

Quelles sont les caract\u00e9ristiques qu’un sport doit avoir pour \u00eatre un excellent outil pour une entreprise ?<\/p>\n

    \n
  1. Engageant et divertissant<\/strong><\/a><\/li>\n
  2. Les \u00e9v\u00e9nements ne doivent pas \u00eatre trop longs<\/strong> ; le seuil d’attention est aujourd’hui plus faible qu’autrefois.<\/li>\n
  3. International<\/strong> (surtout si une entreprise op\u00e8re dans plusieurs pays)<\/li>\n
  4. Large couverture t\u00e9l\u00e9vis\u00e9e<\/strong> (grande audience et de pr\u00e9f\u00e9rence certains ou la plupart des \u00e9v\u00e9nements devraient \u00eatre diffus\u00e9s sur des cha\u00eenes gratuites et non exclusivement sur des cha\u00eenes payantes)<\/li>\n
  5. Forte pr\u00e9sence sur les r\u00e9seaux sociaux<\/strong><\/a><\/li>\n
  6. Plateformes num\u00e9riques alternatives<\/strong> pour regarder le spectacle \u2014 Streaming<\/li>\n
  7. Propre<\/strong> (certaines disciplines sont moins ou pas du tout touch\u00e9es par le dopage)<\/li>\n
  8. Durable<\/a><\/strong>. Certains sports mettent en \u0153uvre des strat\u00e9gies pour compenser leur empreinte carbone ou passent \u00e0 l’\u00e9lectricit\u00e9.<\/li>\n<\/ol>\n

    C’est la base que vous devez rechercher lors du choix de votre sport \u2014 et il pourrait s’agir de n’importe quel sport s’il coche la plupart de ces cases. Une fois s\u00e9lectionn\u00e9s les sports pr\u00e9sentant ces caract\u00e9ristiques, les \u00e9tapes suivantes sont li\u00e9es \u00e0 la valeur de la discipline : vous pouvez choisir quelque chose align\u00e9 avec votre marque ou quelque chose qui vous aide \u00e0 la repositionner.<\/p>\n

    Parall\u00e8lement, nous devons r\u00e9fl\u00e9chir \u00e0 nos objectifs commerciaux et marketing<\/strong>. Enfin et surtout : le budget. Nous devons nous assurer de disposer d’un budget suffisant pour mener \u00e0 bien les activit\u00e9s tout au long de l’ann\u00e9e.<\/p>\n

    \"Sponsoring<\/p>\n

    Communication, promotion, concours<\/h2>\n

    Enfin, nous devons penser \u00e0 la configuration de tous les outils pour mesurer le ROI<\/strong>. Vous avez maintenant choisi un sport engageant avec toutes les bonnes caract\u00e9ristiques et vous \u00eates dans la bonne position pour construire un plan de sponsoring qui tire le meilleur parti de toutes les opportunit\u00e9s offertes par le programme. Chaque entreprise est diff\u00e9rente et a des besoins diff\u00e9rents, donc chaque plan de sponsoring est personnalis\u00e9. Si vous souhaitez un sch\u00e9ma avec un exemple g\u00e9n\u00e9ral, suivez ce lien : qu’est-ce qu’un plan de sponsoring<\/a><\/p>\n

    Quand vous souhaitez parler de sponsoring, vous pouvez nous contacter \u00e0 info@rtrsports.com<\/a>.<\/p>\n

    Questions fr\u00e9quentes sur le choix du sport \u00e0 sponsoriser<\/h2>\n
    \r\n\r\n

    Frequently Asked Questions<\/b><\/h2>\r\n \r\n
    \n
    \r\n\r\n

    \r\n Comment choisir le bon sport pour un sponsoring ?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    Le choix d\u00e9pend de 8 crit\u00e8res cl\u00e9s : l’engagement du public, la dur\u00e9e des \u00e9v\u00e9nements, la port\u00e9e internationale, la couverture t\u00e9l\u00e9vis\u00e9e, la pr\u00e9sence sur les r\u00e9seaux sociaux, les plateformes de streaming, l’absence de dopage et la durabilit\u00e9 environnementale. Un sport qui satisfait la plupart de ces exigences offre les conditions optimales pour une activation de sponsoring efficace.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n

    \r\n\r\n

    \r\n Vaut-il mieux choisir un sport align\u00e9 avec les valeurs de la marque ou le plus populaire ?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    Id\u00e9alement les deux. L’alignement des valeurs entre la marque et le sport garantit coh\u00e9rence et cr\u00e9dibilit\u00e9 communicationnelle ; la popularit\u00e9 maximise la couverture. En cas de compromis, l’alignement des valeurs est souvent le choix le plus strat\u00e9gique : il cr\u00e9e une association plus durable et authentique dans la perception du public.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n

    \r\n\r\n

    \r\n Quelle importance rev\u00eat le budget dans le choix du sport \u00e0 sponsoriser ?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    C’est une variable d\u00e9terminante. Le budget doit couvrir non seulement les droits de sponsoring, mais aussi l’activation : \u00e9v\u00e9nements, contenus, hospitalit\u00e9 et digital. Un sponsoring non activ\u00e9 produit des r\u00e9sultats bien inf\u00e9rieurs \u00e0 son potentiel, quelle que soit la popularit\u00e9 du sport choisi.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n

    \r\n\r\n

    \r\n Formule 1 ou MotoGP : lequel est le meilleur investissement ?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    Cela d\u00e9pend du march\u00e9 cible et des objectifs de la marque. La Formule 1 a une couverture plus large en Am\u00e9rique du Nord, en Europe et au Moyen-Orient ; le MotoGP domine en Asie (Indon\u00e9sie, Japon, Malaisie) et en Europe du Sud. Le choix d\u00e9pend de l’endroit o\u00f9 la marque souhaite construire sa pr\u00e9sence.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n

    \r\n\r\n

    \r\n Comment mesure-t-on le ROI d'un sponsoring sportif ?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    Le ROI se mesure sur plusieurs dimensions : visibilit\u00e9 m\u00e9diatique (valeur publicitaire \u00e9quivalente), notori\u00e9t\u00e9 et brand uplift, trafic digital et g\u00e9n\u00e9ration de leads lors des \u00e9v\u00e9nements, et r\u00e9sultats commerciaux \u00e0 moyen et long terme. Il est important de configurer les outils de mesure avant m\u00eame de signer l’accord.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

    C’est le grand dilemme : dois-je suivre mon instinct ou dois-je regarder les chiffres ? Eh bien, je regarderai les chiffres \u2014 ils ne mentent pas. Mais avant cela, le principal conseil est : choisissez quelque chose de divertissant et d’engageant. Quelque chose qui fait bondir les fans du canap\u00e9 et leur donne envie de […]<\/p>\n","protected":false},"author":14,"featured_media":189531,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20130],"tags":[],"class_list":["post-238584","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-parrainage-sportif"],"acf":[],"contentshake_article_id":"","yoast_head":"\nComment choisir le sport \u00e0 sponsoriser ? 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