{"id":239582,"date":"2023-03-30T16:12:26","date_gmt":"2023-03-30T14:12:26","guid":{"rendered":"https:\/\/rtrsports.com\/creer-des-contenus-sportifs-qui-valorisent-une-marque-des-histoires-a-succes\/"},"modified":"2026-10-01T17:54:57","modified_gmt":"2026-10-01T15:54:57","slug":"creer-des-contenus-sportifs-qui-valorisent-une-marque-des-histoires-a-succes","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/create-sports-content-valuing-a-brand-some-success-stories\/","title":{"rendered":"Content marketing sport : ce qui fonctionne dans le sport automobile en 2026"},"content":{"rendered":"<p><strong>Content marketing sport en bref : ce sont des histoires construites autour d&#8217;un championnat, d&#8217;une \u00e9curie ou d&#8217;un pilote, entre s\u00e9ries documentaires, films, produits et partenariats, qui portent la marque l\u00e0 o\u00f9 la retransmission n&#8217;arrive pas. Dans le sport automobile, les chiffres le montrent : aux \u00c9tats-Unis, plus de 360 000 spectateurs qui ne regardaient pas la F1 fin 2021 ont suivi les courses de 2022 apr\u00e8s avoir vu Drive to Survive, et en 2025 F1 The Movie est devenu le film le plus rentable de l&#8217;histoire d&#8217;Apple.<\/strong><\/p>\n<p><em>Mis \u00e0 jour en octobre 2026.<\/em><\/p>\n<p>Si l&#8217;on ne regarde que le sponsoring, une marque en F1 est un logo que l&#8217;on voit quelques heures le dimanche. Si l&#8217;on regarde comment le championnat d\u00e9place ses contrats, on d\u00e9couvre que la valeur est all\u00e9e ailleurs. En octobre 2024, la F1 a annonc\u00e9 avec LVMH un accord de dix ans, de 2025 \u00e0 2034, qui fait entrer dans le championnat Louis Vuitton, Mo\u00ebt Hennessy et TAG Heuer et fait sortir Rolex, chronom\u00e9treur officiel pendant douze ans. On n&#8217;ach\u00e8te plus seulement un espace : on ach\u00e8te une place dans le r\u00e9cit.<\/p>\n<h2>Le contenu pour les marques dans le sport : la r\u00e9ponse en bref<\/h2>\n<ul>\n<li>Ce que c&#8217;est : des histoires produites autour d&#8217;un championnat, d&#8217;une \u00e9curie ou d&#8217;un pilote, pas des publicit\u00e9s.<\/li>\n<li>Formats qui fonctionnent dans le sport automobile : s\u00e9ries documentaires, films, produits sous licence et partenariats avec des contenus inscrits au contrat.<\/li>\n<li>Le chiffre de r\u00e9f\u00e9rence : plus de 360 000 spectateurs am\u00e9ricains nouveaux \u00e0 la F1 apr\u00e8s Drive to Survive, soit 2,3 % des 16 millions de spectateurs mesur\u00e9s (Nielsen, 2022).<\/li>\n<li>La limite : la marque entre dans le r\u00e9cit de la propri\u00e9t\u00e9, elle ne le produit pas seule.<\/li>\n<\/ul>\n<h2>Pourquoi le contenu p\u00e8se plus dans le sport automobile qu&#8217;ailleurs<\/h2>\n<p>Le circuit est un plateau de production, pas une sc\u00e8ne. Un Grand Prix dure un week-end ; l&#8217;histoire d&#8217;un pilote dure une saison et se construit hors de la piste. Nielsen a mesur\u00e9 l&#8217;effet directement : le lancement de la quatri\u00e8me saison de Drive to Survive a eu 60 % de spectateurs de plus que celui de la troisi\u00e8me, et 41 % de ceux qui ont regard\u00e9 la s\u00e9rie ont ensuite regard\u00e9 aussi les trois premi\u00e8res semaines du championnat 2022 (Nielsen, 2022).<\/p>\n<p>Celui qui appara\u00eet dans ce r\u00e9cit n&#8217;ach\u00e8te pas le plan, il ach\u00e8te le contexte dans lequel un fan d\u00e9cide de s&#8217;attacher \u00e0 un pilote. C&#8217;est une lecture, pas une donn\u00e9e : les chiffres mesurent la s\u00e9rie, pas les marques qui y apparaissent.<\/p>\n<h2>1. La s\u00e9rie documentaire : Drive to Survive et MotoGP Unlimited<\/h2>\n<p>Drive to Survive est sur Netflix depuis 2019, compte huit saisons et une neuvi\u00e8me confirm\u00e9e. Selon Nielsen, plus de 360 000 spectateurs qui n&#8217;avaient pas regard\u00e9 la F1 fin 2021 ont regard\u00e9 les courses de 2022 apr\u00e8s avoir vu la s\u00e9rie, soit 2,3 % des quelque 16 millions de spectateurs mesur\u00e9s. Le revers : selon What&#8217;s on Netflix, l&#8217;audience a baiss\u00e9 progressivement ces derni\u00e8res saisons et la production \u00e9tudie de nouveaux formats. Une s\u00e9rie n&#8217;est pas un contenu permanent, il faut l&#8217;alimenter.<\/p>\n<p>Le MotoGP a r\u00e9pondu avec MotoGP Unlimited : depuis le 14 mars 2022 sur Prime Video, huit \u00e9pisodes de 50 minutes sur la saison 2021, produits par Mediapro avec Dorna, avec le titre de Fabio Quartararo, la derni\u00e8re saison de Valentino Rossi et le retour de Marc M\u00e1rquez apr\u00e8s sa blessure.<\/p>\n<h2>2. Le film : F1 The Movie et les droits TV<\/h2>\n<p>F1 The Movie, avec Brad Pitt et Damson Idris, est sorti le 27 juin 2025 et est devenu le film le plus rentable de l&#8217;histoire d&#8217;Apple, devant Napoleon (221 millions de dollars), selon NBC News. Le 17 octobre 2025, Apple a obtenu les droits exclusifs de la F1 aux \u00c9tats-Unis pour cinq ans, \u00e0 partir de 2026, dans un accord qui, selon Driven, fait suite au succ\u00e8s du film. Une entreprise qui entre en F1 par un film fait le chemin inverse d&#8217;une marque qui entre avec un logo.<\/p>\n<h2>3. Le produit comme contenu : Puma<\/h2>\n<p>Le cas Puma est la version commerciale : la tenue que le pilote porte en piste est celle que le fan ach\u00e8te. Puma est fournisseur officiel de la F1 depuis 2024 et en 2026 elle \u00e9quipe Ferrari, McLaren et Aston Martin ; notre analyse sur <a href=\"https:\/\/rtrsports.com\/fr\/blog\/does-puma-sponsor-f1-unveiling-the-collaboration-between-puma-and-formula-1-racing\/\">Puma et la F1<\/a> retrace les \u00e9curies qu&#8217;elle a \u00e9quip\u00e9es et celles qu&#8217;elle a quitt\u00e9es.<\/p>\n<h2>4. Le contrat comme contenu : LVMH et Rolex<\/h2>\n<p>Rolex a \u00e9t\u00e9 chronom\u00e9treur officiel de la F1 pendant douze ans, depuis 2013. Avec l&#8217;accord de dix ans annonc\u00e9 en octobre 2024, TAG Heuer reprend ce r\u00f4le d\u00e8s 2025 et Louis Vuitton et Mo\u00ebt Hennessy entrent dans le championnat \u00e0 ses c\u00f4t\u00e9s. Douze ans de pr\u00e9sence n&#8217;ont pas garanti le renouvellement : pour une marque, la dur\u00e9e d&#8217;un contrat est une donn\u00e9e, pas une garantie. Sur la fa\u00e7on d&#8217;\u00e9valuer le choix entre renouveler et changer, il y a le guide sur <a href=\"https:\/\/rtrsports.com\/fr\/blog\/renouveler-renegocier-ou-changer-comment-decider-de-la-fin-du-cycle-de-parrainage-de-votre-sport-automobile\/\">le renouvellement ou le changement d&#8217;un sponsoring dans le sport automobile<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/2018_fia_formula_2_championship_silverstone_circuit_43741848941-533x400.jpg\" alt=\"La grille de d\u00e9part d'une course de Formule 2 \u00e0 Silverstone en 2018, avec des panneaux Rolex au-dessus de la ligne droite\" width=\"533\" height=\"400\" \/><\/p>\n<h2>Les erreurs classiques<\/h2>\n<p>J&#8217;en vois trois se r\u00e9p\u00e9ter. La premi\u00e8re est de ne mesurer que la visibilit\u00e9 : compter les secondes de logo et ignorer combien de nouveaux fans apporte le r\u00e9cit. La deuxi\u00e8me est de croire que l&#8217;on peut produire seul : les s\u00e9ries et les films cit\u00e9s naissent avec l&#8217;acc\u00e8s du championnat ou de l&#8217;\u00e9curie, et la marque entre dans ce r\u00e9cit, elle ne le construit pas \u00e0 l&#8217;ext\u00e9rieur. La troisi\u00e8me est de traiter le contenu comme une campagne : Drive to Survive compte huit saisons et montre d\u00e9j\u00e0 que m\u00eame le format le plus r\u00e9ussi doit \u00eatre renouvel\u00e9.<\/p>\n<h2>La m\u00e9thode en trois \u00e9tapes<\/h2>\n<p>Premi\u00e8rement : choisir la propri\u00e9t\u00e9 pour l&#8217;histoire qu&#8217;elle raconte, pas seulement pour le logo qu&#8217;elle offre. Deuxi\u00e8mement : n\u00e9gocier les contenus dans le contrat, c&#8217;est-\u00e0-dire acc\u00e8s, formats et droits de r\u00e9utilisation, avant de signer. Troisi\u00e8mement : mesurer combien de nouveaux fans arrivent \u00e0 la marque, pas seulement combien de fois elle appara\u00eet. Le point de d\u00e9part pour la F1 est la page sur le <a href=\"https:\/\/rtrsports.com\/fr\/formule-1-parrainage\/\">sponsoring en Formule 1<\/a> ; pour le MotoGP, celle sur le <a href=\"https:\/\/rtrsports.com\/fr\/parrainages-motogp\/\">sponsoring MotoGP<\/a>.<\/p>\n<p>Un logo fait voir une marque. Un r\u00e9cit la fait choisir.<\/p>\n<div class=\"new-blog-inline-cta\"><\/p><div><strong>Vous voulez que votre marque entre dans le r\u00e9cit de la Formule 1 ?<\/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 Formule 1<\/a><br \/><\/div>\n<p><strong>Sources<\/strong>: <a href=\"https:\/\/www.nielsen.com\/insights\/2022\/driven-to-watch-how-a-sports-docuseries-drove-u-s-fans-to-formula-1\/\" target=\"_blank\" rel=\"nofollow noopener\">Nielsen, Drive to Survive et les nouveaux fans de la F1 (2022)<\/a>; <a href=\"https:\/\/www.whats-on-netflix.com\/news\/formula-1-drive-to-survive-renewed-for-season-9-at-netflix\/\" target=\"_blank\" rel=\"nofollow noopener\">What&#8217;s on Netflix, Drive to Survive renouvel\u00e9e pour une neuvi\u00e8me saison<\/a>; <a href=\"https:\/\/www.webbikeworld.com\/motogp-unlimited-docuseries-for-amazon-prime-video-sport-starts-mid-march\/\" target=\"_blank\" rel=\"nofollow noopener\">WebBikeWorld, MotoGP Unlimited sur Prime Video<\/a>; <a href=\"https:\/\/www.nbcnews.com\/business\/business-news\/f1-apples-highest-grossing-theatrical-film-ever-rcna217300\" target=\"_blank\" rel=\"nofollow noopener\">NBC News, F1 The Movie, le film le plus rentable d&#8217;Apple<\/a>; <a href=\"https:\/\/driven.site\/news\/apple-wins-us-f1-tv-rights-five-year-deal\" target=\"_blank\" rel=\"nofollow noopener\">Driven, Apple et les droits de la F1 aux \u00c9tats-Unis<\/a>; <a href=\"https:\/\/www.formula1.com\/en\/latest\/article\/puma-to-become-official-f1-provider-in-new-multi-year-partnership.52c5F3sDQHehb7rgf2gC1H\" target=\"_blank\" rel=\"nofollow noopener\">Formula1.com, Puma fournisseur officiel de la F1<\/a>; <a href=\"https:\/\/speedcafe.com\/f1-news-2026-williams-mclaren-apparel-wear-teamwear-new-updated-puma-new-era\/\" target=\"_blank\" rel=\"nofollow noopener\">Speedcafe, \u00e9quipementiers 2026<\/a>; <a href=\"https:\/\/www.formula1.com\/en\/latest\/article\/formula-1-and-lvmh-announce-historic-10-year-global-partnership.3A03yF7XdLrngV6XNLjLoP\" target=\"_blank\" rel=\"nofollow noopener\">Formula1.com, la F1 et LVMH, partenariat de dix ans<\/a>; <a href=\"https:\/\/www.forbes.com.au\/life\/motors\/formula-1-and-lvmh-announce-a-10-year-partnership-deal\/\" target=\"_blank\" rel=\"nofollow noopener\">Forbes Australia, la F1 et LVMH, TAG Heuer remplace Rolex<\/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>Qu&#039;est-ce que le contenu sportif pour une marque ?<\/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>\nDes histoires produites autour d&#8217;un championnat, d&#8217;une \u00e9curie ou d&#8217;un pilote, comme des s\u00e9ries documentaires, des films, des portraits et des produits, qui portent la marque au-del\u00e0 de la retransmission. Dans le sport automobile, les cas de r\u00e9f\u00e9rence sont Drive to Survive, MotoGP Unlimited et F1 The Movie.<\/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>Drive to Survive a-t-elle amen\u00e9 de nouveaux fans \u00e0 la F1 ?<\/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, selon Nielsen : aux \u00c9tats-Unis, plus de 360 000 spectateurs qui n&#8217;avaient pas regard\u00e9 la F1 fin 2021 ont suivi les courses de 2022 apr\u00e8s avoir vu la s\u00e9rie, soit 2,3 % des quelque 16 millions de spectateurs mesur\u00e9s.<\/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;est-ce que MotoGP Unlimited ?<\/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>\nUne docus\u00e9rie de huit \u00e9pisodes de 50 minutes sur la saison 2021, produite par Mediapro avec Dorna et sortie sur Prime Video le 14 mars 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>Qu&#039;a fait Apple avec la F1 ?<\/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>\nElle a produit F1 The Movie, sorti le 27 juin 2025 et devenu le film le plus rentable de l&#8217;histoire d&#8217;Apple, et depuis 2026 elle d\u00e9tient les droits exclusifs de la F1 aux \u00c9tats-Unis, dans le cadre d&#8217;un accord de cinq ans annonc\u00e9 le 17 octobre 2025.<\/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>Qui a remplac\u00e9 Rolex comme chronom\u00e9treur de la F1 ?<\/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>\nTAG Heuer, depuis 2025, dans le cadre d&#8217;un accord de dix ans avec LVMH (2025-2034) qui comprend aussi Louis Vuitton et Mo\u00ebt Hennessy. Rolex tenait ce r\u00f4le depuis 2013, pendant douze ans.<\/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>Une marque peut-elle produire seule du contenu sur 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>\nElle peut produire ses propres contenus, mais les cas cit\u00e9s sont n\u00e9s avec l&#8217;acc\u00e8s du championnat ou de l&#8217;\u00e9curie. C&#8217;est pourquoi le contenu doit \u00eatre n\u00e9goci\u00e9 dans le contrat de sponsoring, avec les acc\u00e8s et les droits de r\u00e9utilisation.<\/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>Content marketing sport en bref : ce sont des histoires construites autour d&#8217;un championnat, d&#8217;une \u00e9curie ou d&#8217;un pilote, entre s\u00e9ries documentaires, films, produits et partenariats, qui portent la marque l\u00e0 o\u00f9 la retransmission n&#8217;arrive pas. Dans le sport automobile, les chiffres le montrent : aux \u00c9tats-Unis, plus de 360 000 spectateurs qui ne regardaient [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":194136,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20128],"tags":[],"class_list":["post-239582","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-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>Content marketing sport : ce qui marche dans le motorsport<\/title>\n<meta name=\"description\" content=\"Content marketing sport pour les marques : ce qui marche dans le sport automobile en 2026, de Drive to Survive \u00e0 F1 The Movie.\" \/>\n<meta name=\"robots\" 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