{"id":239298,"date":"2023-03-06T17:30:48","date_gmt":"2023-03-06T16:30:48","guid":{"rendered":"https:\/\/rtrsports.com\/monster-energy-une-histoire-dans-le-sponsoring-sportif\/"},"modified":"2026-09-30T17:27:49","modified_gmt":"2026-09-30T15:27:49","slug":"monster-energy-une-histoire-dans-le-sponsoring-sportif","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/monster-energy-a-history-in-sports-sponsorship\/","title":{"rendered":"Sponsoring Monster Energy : du MotoGP \u00e0 la F1, comment elle b\u00e2tit sa marque"},"content":{"rendered":"<p><iframe loading=\"lazy\" title=\"Monster Energy: A history in sports sponsorship\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/C5FewZ7sV9U?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><strong>Monster Energy, cr\u00e9\u00e9e en 2002 par Hansen Natural (aujourd&#8217;hui Monster Beverage), a b\u00e2ti sa croissance sur le sponsoring sportif : en 2025, le groupe a r\u00e9alis\u00e9 8,29 milliards de dollars de ventes nettes. Dans le sport automobile, elle est partenaire de McLaren en F1 depuis 2024, apr\u00e8s 14 ans avec Mercedes, et en MotoGP elle est sponsor titre de l&#8217;\u00e9curie officielle Yamaha depuis 2019 ; le 29 mai 2026, elle a annonc\u00e9 son arriv\u00e9e chez Aprilia, dont elle sera sponsor titre \u00e0 partir de 2027. Hors des circuits, elle est la boisson \u00e9nergisante officielle de l&#8217;UFC depuis 2015.<\/strong><\/p>\n<p><em>Mis \u00e0 jour en septembre 2026.<\/em><\/p>\n<p>Monster Energy est un cas d&#8217;\u00e9tude int\u00e9ressant, car elle a utilis\u00e9 le sponsoring sportif pour grimper au sommet du secteur des boissons \u00e9nergisantes. Quand vous regardez de nombreux sports, le logo aux trois griffes n&#8217;est jamais loin : la marque californienne a fait de l&#8217;authenticit\u00e9 son levier, et du sport le moyen de parler directement aux consommateurs. Voyons comment cette strat\u00e9gie est n\u00e9e et comment le portefeuille a \u00e9volu\u00e9 ces derni\u00e8res ann\u00e9es.<\/p>\n<h2>Comment Monster Energy a construit sa marque gr\u00e2ce au sport<\/h2>\n<p>La boisson Monster Energy a \u00e9t\u00e9 cr\u00e9\u00e9e par Hansen Natural en avril 2002. Son image \u00ab rock and roll \u00bb a conduit la marque \u00e0 concentrer une grande partie de son marketing sur la musique, avec des artistes \u00e9mergents de rock, de rap et de country. C&#8217;est de l\u00e0 qu&#8217;est n\u00e9 le Monster Energy Outbreak Tour, lanc\u00e9 en 2011 : une tourn\u00e9e de clubs et de th\u00e9\u00e2tres que la marque d\u00e9crit aujourd&#8217;hui comme la plus grande tourn\u00e9e nationale du secteur, et qui a accueilli des artistes comme Post Malone, Kendrick Lamar, Morgan Wallen, The Chainsmokers et 21 Savage.<\/p>\n<p>Le march\u00e9 du sport n&#8217;a pas toujours \u00e9t\u00e9 au centre de la strat\u00e9gie, mais aujourd&#8217;hui le portefeuille est vaste. Dans les sports de combat, le 12 f\u00e9vrier 2025, l&#8217;UFC et Monster ont annonc\u00e9 le troisi\u00e8me renouvellement cons\u00e9cutif d&#8217;un partenariat commenc\u00e9 en 2015 : Monster reste la boisson \u00e9nergisante officielle mondiale de l&#8217;UFC avec un accord pluriannuel que les deux parties qualifient de plus important de leur histoire, sans en communiquer la valeur. Dans le football, le 15 novembre 2022, Monster est devenue partenaire officiel boisson \u00e9nergisante de Newcastle United avec un accord pluriannuel qui inclut une pr\u00e9sence num\u00e9rique \u00e0 St James&#8217; Park.<\/p>\n<h2>Monster Energy et le sport automobile aujourd&#8217;hui<\/h2>\n<h3>MotoGP : de Valentino Rossi \u00e0 Yamaha et \u00e0 Aprilia<\/h3>\n<p>En MotoGP, le premier grand nom a \u00e9t\u00e9 Valentino Rossi : en 2009, la marque a sign\u00e9 avec lui un accord de deux ans, estim\u00e9 par la presse \u00e0 3,3 millions de dollars. En 2013, elle est devenue sponsor de l&#8217;\u00e9curie officielle Yamaha, et depuis 2019 elle en est le sponsor titre, en remplacement de Movistar. En janvier 2026, lors de la pr\u00e9sentation de la Yamaha V4, l&#8217;\u00e9curie s&#8217;appelait encore Monster Energy Yamaha MotoGP, avec Fabio Quartararo et \u00c1lex Rins, et Yamaha a soulign\u00e9 une collaboration qui d\u00e9passe la d\u00e9cennie et couvre aussi le MXGP et le Supercross.<\/p>\n<p>Le 29 mai 2026, pendant le week-end du Grand Prix d&#8217;Italie au Mugello, Aprilia Racing et Monster Energy ont annonc\u00e9 le premier sponsor titre de l&#8217;histoire d&#8217;Aprilia comme \u00e9curie officielle depuis 2022 : Monster sera main sponsor pour le reste de 2026 et sponsor titre \u00e0 partir de 2027, avec un accord pluriannuel. Pour une lecture de ce que cet accord signifie pour le march\u00e9 du MotoGP, lisez notre <a href=\"https:\/\/rtrsports.com\/fr\/blog\/analyse-de-laccord-monster-aprilia-ce-quil-nous-apprend-sur-le-marche-du-motogp\/\">analyse de l&#8217;accord Monster-Aprilia<\/a> ; et pour voir comment se construit un accord de ce type dans un secteur comme celui des boissons \u00e9nergisantes, consultez les <a href=\"https:\/\/rtrsports.com\/fr\/blog\/sponsoring-motogp-boissons-energisantes-fintech-apres-vente\/\">briefs de sponsoring MotoGP pour boissons \u00e9nergisantes, fintech et apr\u00e8s-vente<\/a>.<\/p>\n<h3>Formule 1 : de Mercedes \u00e0 McLaren<\/h3>\n<p>En Formule 1, Monster a \u00e9t\u00e9 partenaire de Mercedes pendant plus de 14 ans, depuis 2010. Le 29 novembre 2023, McLaren a annonc\u00e9 Monster comme partenaire officiel avec un accord pluriannuel \u00e0 partir de la saison 2024 : la marque appara\u00eet sur les casques, les combinaisons, les casquettes et les gourdes de Lando Norris et d&#8217;Oscar Piastri, et collabore avec l&#8217;\u00e9curie sur des activations et des contenus originaux. Depuis 2026, Mercedes a un accord avec PepsiCo. Pour le tableau complet du co\u00fbt d&#8217;entr\u00e9e en F1, lisez notre guide sur le <a href=\"https:\/\/rtrsports.com\/fr\/blog\/cost-formula-1-sponsorships\/\">co\u00fbt du sponsoring en Formule 1<\/a>.<\/p>\n<h2>La le\u00e7on pour qui sponsorise<\/h2>\n<p>L&#8217;histoire de Monster Energy montre qu&#8217;un sponsoring fonctionne quand il devient un partenariat : contenus, \u00e9v\u00e9nements et produits sign\u00e9s avec les athl\u00e8tes, et pas seulement un logo sur une moto ou une combinaison. Elle montre aussi que le portefeuille d&#8217;un grand sponsor se r\u00e9\u00e9quilibre avec le temps : en 2024 il a quitt\u00e9 Mercedes pour McLaren et en 2026 il a ajout\u00e9 Aprilia. Pour transformer un accord en r\u00e9sultats, il faut des id\u00e9es concr\u00e8tes d&#8217;<a href=\"https:\/\/rtrsports.com\/fr\/blog\/5-idees-brillantes-pour-lactivation-du-parrainage-dans-les-sports-moteurs\/\">activation dans le sport automobile<\/a>.<\/p>\n<div class=\"new-blog-inline-cta\"><\/p><div><strong>Vous voulez amener votre marque dans le sport automobile ?<\/strong><br \/>RTR Sports Marketing construit des sponsorings dans le sport automobile depuis 1995.<\/div><p><a href=\"https:\/\/rtrsports.com\/fr\/formule-1-parrainage\/\" class=\"btn\" style=\"white-space: nowrap; margin: 10px;\">Sponsoring en Formule 1<\/a><br \/><\/div>\n<p><em>Image \u00e0 la une : Lewis Hamilton, Jake Archibald, Creative Commons Attribution 2.0.<\/em><\/p>\n<p><strong>Sources<\/strong> : <a href=\"https:\/\/www.sec.gov\/Archives\/edgar\/data\/865752\/000110465926020831\/mnst-20251231x10k.htm\" target=\"_blank\" rel=\"nofollow noopener\">Monster Beverage, Form 10-K 2025<\/a> ; <a href=\"https:\/\/www.crash.net\/motogp\/news\/1096305\/1\/official-aprilia-gains-monster-energy-motogp-title-sponsor\" target=\"_blank\" rel=\"nofollow noopener\">Crash.net, Aprilia et Monster<\/a> ; <a href=\"https:\/\/www.motogp.com\/en\/news\/2026\/05\/29\/aprilia-racing-and-monster-energy-sign-a-multi-year-sponsorship-agreement\/1070549\" target=\"_blank\" rel=\"nofollow noopener\">MotoGP, accord Aprilia-Monster<\/a> ; <a href=\"https:\/\/global.yamaha-motor.com\/race\/release\/2026\/003\/\" target=\"_blank\" rel=\"nofollow noopener\">Yamaha, pr\u00e9sentation 2026<\/a> ; <a href=\"https:\/\/crash.net\/motogp\/news\/901398\/1\/monster-replaces-movistar-yamaha-title-sponsor\" target=\"_blank\" rel=\"nofollow noopener\">Crash.net, Monster sponsor titre de Yamaha<\/a> ; <a href=\"https:\/\/www.cyclenews.com\/2009\/01\/article\/rossi-goes-monster\" target=\"_blank\" rel=\"nofollow noopener\">Cycle News, Rossi et Monster<\/a> ; <a href=\"https:\/\/www.sportcal.com\/sponsorship\/monster-energy-shifts-from-mercedes-to-mclaren-to-maintain-f1-presence\/\" target=\"_blank\" rel=\"nofollow noopener\">Sportcal, Monster passe chez McLaren<\/a> ; <a href=\"https:\/\/www.grandprix247.com\/formula-1-news\/mercedes-announce-2026-pepsico-partnership-replacing-monster-enery\" target=\"_blank\" rel=\"nofollow noopener\">GrandPrix247, Mercedes et PepsiCo<\/a> ; <a href=\"https:\/\/www.ufc.com\/news\/ufc-and-monster-energy-announce-historic-renewal-their-global-partnership\" target=\"_blank\" rel=\"nofollow noopener\">UFC, renouvellement avec Monster<\/a> ; <a href=\"https:\/\/www.newcastleunited.com\/en\/news\/newcastle-united-welcome-monster-energy-as-clubs-official-energy-drink-partner\" target=\"_blank\" rel=\"nofollow noopener\">Newcastle United, Monster Energy<\/a> ; <a href=\"https:\/\/www.prnewswire.com\/news-releases\/che-announces-headlining-monster-energy-outbreak-tour-kicking-off-331-302689262.html\" target=\"_blank\" rel=\"nofollow noopener\">PR Newswire, Monster Energy Outbreak Tour<\/a>.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Questions fr\u00e9quentes<\/b><\/h2>\r\n        \r\n        <\/p>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Quelles \u00e9curies Monster Energy sponsorise-t-elle dans le sport automobile ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nEn F1, elle est partenaire officiel de McLaren depuis 2024, apr\u00e8s plus de 14 ans avec Mercedes. En MotoGP, elle est sponsor titre de l&#8217;\u00e9curie officielle Yamaha depuis 2019 et, depuis le 29 mai 2026, main sponsor d&#8217;Aprilia, dont elle sera sponsor titre \u00e0 partir de 2027.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Depuis quand Monster Energy sponsorise-t-elle Yamaha en MotoGP ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nDepuis 2013 comme sponsor de l&#8217;\u00e9curie officielle et depuis 2019 comme sponsor titre, en remplacement de Movistar. En 2026, l&#8217;\u00e9curie s&#8217;appelle toujours Monster Energy Yamaha MotoGP.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Monster Energy est-elle encore sponsor de Mercedes en Formule 1 ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nNon. Apr\u00e8s plus de 14 ans, le partenariat s&#8217;est termin\u00e9 avec l&#8217;annonce de l&#8217;accord avec McLaren, le 29 novembre 2023. Depuis 2026, Mercedes a un partenariat avec PepsiCo.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Qu&#039;a annonc\u00e9 Monster Energy avec Aprilia ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nLe 29 mai 2026, au Mugello, Aprilia Racing et Monster ont annonc\u00e9 un accord pluriannuel : Monster sera main sponsor pour le reste de 2026 et sponsor titre \u00e0 partir de 2027. C&#8217;est le premier sponsor titre d&#8217;Aprilia comme \u00e9curie officielle, depuis 2022.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Monster Energy est-elle sponsor de l&#039;UFC ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nOui, depuis 2015. Le 12 f\u00e9vrier 2025, l&#8217;UFC et Monster ont annonc\u00e9 le troisi\u00e8me renouvellement cons\u00e9cutif : Monster reste la boisson \u00e9nergisante officielle mondiale de l&#8217;UFC, avec un accord pluriannuel d\u00e9crit comme le plus important de l&#8217;histoire des deux parties.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n<p>\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>L&#8217;une des plus grandes marques au monde, Monster Energy, constitue une \u00e9tude de cas int\u00e9ressante car elle a utilis\u00e9 le sponsoring sportif pour se hisser au sommet du secteur des boissons \u00e9nergisantes.<\/p>\n","protected":false},"author":33,"featured_media":193798,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20130],"tags":[],"class_list":["post-239298","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-parrainage-sportif"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Monster Energy sponsoring : MotoGP, F1, UFC (2026)<\/title>\n<meta name=\"description\" content=\"Sponsoring Monster Energy : McLaren en F1, Yamaha et Aprilia en MotoGP d\u00e8s 2027, UFC depuis 2015. 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