{"id":240171,"date":"2023-05-17T08:45:30","date_gmt":"2023-05-17T06:45:30","guid":{"rendered":"https:\/\/rtrsports.com\/sport-automobile-parrainage-et-visibilite-a-lere-numerique\/"},"modified":"2026-10-05T11:46:54","modified_gmt":"2026-10-05T09:46:54","slug":"sport-automobile-parrainage-et-visibilite-a-lere-numerique","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/motorsport-sponsorship-and-visibility-in-the-digital-age\/","title":{"rendered":"Sponsoring et visibilit\u00e9 dans le sport automobile \u00e0 l&#8217;\u00e8re digitale : public, plateformes et mesure"},"content":{"rendered":"<p><strong>Dans le sport automobile, la visibilit\u00e9 d&#8217;un sponsoring se construit aujourd&#8217;hui sur trois plans : la diffusion (t\u00e9l\u00e9vision et streaming), le digital (r\u00e9seaux sociaux, vid\u00e9o, contenus officiels) et la pr\u00e9sence physique (le circuit et l&#8217;hospitalit\u00e9). Les chiffres de la Formule 1 en 2025 : 827 millions de fans, 1,83 milliard de t\u00e9l\u00e9spectateurs cumul\u00e9s et 6,7 millions de spectateurs sur les circuits, un record.<\/strong><\/p>\n<p><em>Mis \u00e0 jour en octobre 2026.<\/em><\/p>\n<p>Depuis 2026, aux \u00c9tats-Unis, la Formule 1 ne passe plus par une cha\u00eene de t\u00e9l\u00e9vision traditionnelle : toutes les sessions, des essais libres \u00e0 la course, sont sur Apple TV, avec quelques courses et tous les essais libres gratuits dans l&#8217;application. Pour celui qui sponsorise, cela ne veut pas dire que le logo sur la voiture vaut moins : cela veut dire que le lieu o\u00f9 il est vu a chang\u00e9, et avec lui la fa\u00e7on de le mesurer. Vous trouverez ici les chiffres qui comptent, les trois plans o\u00f9 se joue la visibilit\u00e9 et comment savoir si un sponsoring fonctionne.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-126967\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/millennials-using-smartphones-outdoors-together.jpg\" alt=\"Des personnes regardant ensemble un smartphone en ext\u00e9rieur\" width=\"600\" height=\"371\" \/><\/p>\n<h2>Les chiffres de 2025<\/h2>\n<p>La Formule 1 estime ses fans dans le monde \u00e0 827 millions, 12 % de plus que l&#8217;ann\u00e9e pr\u00e9c\u00e9dente et 63 % de plus qu&#8217;en 2018. Selon Nielsen, la saison 2025 a atteint 1,83 milliard de t\u00e9l\u00e9spectateurs cumul\u00e9s, 6,8 % de plus que l&#8217;ann\u00e9e d&#8217;avant, avec une audience d&#8217;environ 70 millions par week-end de course. En direct, la saison s&#8217;est termin\u00e9e sur un record de 6,7 millions de spectateurs aux Grands Prix, contre 6,5 en 2024.<\/p>\n<p>Il y a aussi un chiffre qui concerne directement ceux qui investissent : depuis 2020, le nombre de partenaires commerciaux du championnat a presque tripl\u00e9, de 12 \u00e0 31. Plus de marques, c&#8217;est plus de bruit : la visibilit\u00e9 n&#8217;est plus rare, elle est disput\u00e9e.<\/p>\n<h2>Trois plans de visibilit\u00e9<\/h2>\n<ul>\n<li><strong>La diffusion.<\/strong> La t\u00e9l\u00e9vision et le streaming portent la marque vers un public \u00e9norme, mais ne la montrent que quelques secondes et dans des plans que vous ne contr\u00f4lez pas : ce qui compte, c&#8217;est l&#8217;emplacement du logo sur la voiture, sur la combinaison, sur le casque. Une couleur forte aide \u00e0 se faire reconna\u00eetre m\u00eame dans un plan rapide : c&#8217;est ce qu&#8217;a fait BWT avec le rose, comme le raconte <a href=\"https:\/\/rtrsports.com\/fr\/blog\/comment-et-pourquoi-bwt-sponsorise-f1\/\">BWT en Formule 1<\/a>.<\/li>\n<li><strong>Le digital.<\/strong> Les r\u00e9seaux sociaux, la vid\u00e9o et les contenus officiels multiplient les occasions de voir une marque et permettent de la raconter : c&#8217;est l\u00e0 qu&#8217;une r\u00e9compense comme le DHL Fastest Lap Award ou une collaboration sur les contenus devient du mat\u00e9riel \u00e0 partager. Les exemples, avec les sources, sont dans <a href=\"https:\/\/rtrsports.com\/fr\/blog\/la-reussite-par-le-sport-automobile-la-marque-lactivation\/\">activation de marque dans le sport automobile<\/a>.<\/li>\n<li><strong>La pr\u00e9sence physique.<\/strong> Le circuit est le lieu o\u00f9 une entreprise rencontre clients, partenaires et collaborateurs : hospitalit\u00e9, rencontres avec les pilotes, exp\u00e9riences. En MotoGP, la formule est le VIP Village, expliqu\u00e9 dans <a href=\"https:\/\/rtrsports.com\/fr\/blog\/motogp-vip-village-quest-ce-que-cest-et-a-quoi-ca-sert\/\">qu&#8217;est-ce que le MotoGP VIP Village<\/a>.<\/li>\n<\/ul>\n<h2>Comment on mesure la visibilit\u00e9 digitale<\/h2>\n<p>Toucher beaucoup de monde n&#8217;est pas la m\u00eame chose qu&#8217;\u00eatre m\u00e9moris\u00e9. Les impressions, les vues et le nombre d&#8217;abonn\u00e9s disent combien de fois une marque est pass\u00e9e sous les yeux de quelqu&#8217;un : c&#8217;est le point de d\u00e9part, pas le r\u00e9sultat. Pour savoir si un sponsoring fonctionne, il faut associer \u00e0 ces chiffres au moins une mesure de marque (combien de personnes reconnaissent le sponsor ou l&#8217;associent \u00e0 l&#8217;\u00e9curie) et une mesure commerciale (contacts, n\u00e9gociations, ventes). Les chiffres qui comptent sont ceux choisis avant de signer, comme nous l&#8217;expliquons aussi pour l&#8217;activation.<\/p>\n<h2>Ce qui change pour celui qui sponsorise<\/h2>\n<p>Avec un public aussi large et autant de marques sur la grille, la diff\u00e9rence ne vient pas du logo mais de l&#8217;id\u00e9e : une couleur, une r\u00e9compense, une cause, un produit que la marque peut poss\u00e9der dans le monde de cette \u00e9curie. Qui veut comprendre qui est aujourd&#8217;hui sur la grille trouve les accords dans l&#8217;analyse des <a href=\"https:\/\/rtrsports.com\/fr\/blog\/les-275-affaires-de-parrainage-de-2023-formule-1-saisons\/\">sponsors des \u00e9curies de F1 en 2026<\/a>, tandis que pour les seuils de budget il y a le guide sur le <a href=\"https:\/\/rtrsports.com\/fr\/blog\/cost-formula-1-sponsorships\/\">co\u00fbt du sponsoring en Formule 1<\/a>.<\/p>\n<div class=\"new-blog-inline-cta\"><\/p><div><strong>Vous voulez associer votre marque \u00e0 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 en Formule 1<\/a><br \/><\/div>\n<p><strong>Sources<\/strong> : <a href=\"https:\/\/corp.formula1.com\/formula-1-2025-season-review\/\" target=\"_blank\" rel=\"nofollow noopener\">Formula 1, 2025 en chiffres<\/a> ; <a href=\"https:\/\/www.formula1.com\/en\/latest\/article\/formula-1s-record-breaking-2025-season-in-numbers.irq7aR8PcyAw7ysO72vJn\" target=\"_blank\" rel=\"nofollow noopener\">Formula 1, la saison 2025 des records<\/a> ; <a href=\"https:\/\/www.blackbookmotorsport.com\/features\/f1-2025-season-review-numbers-viewership-attendance-commercial\/\" target=\"_blank\" rel=\"nofollow noopener\">Black Book Motorsport, la F1 2025 en chiffres<\/a> ; <a href=\"https:\/\/www.grandprix247.com\/2025\/12\/20\/f1-news-formula-1-2025-season-end-of-year-review\/\" target=\"_blank\" rel=\"nofollow noopener\">GrandPrix247, le bilan de la saison 2025<\/a> ; <a href=\"https:\/\/www.broadcastnow.co.uk\/broadcasting\/f1-records-largest-audience-in-five-years\/5214597.article\" target=\"_blank\" rel=\"nofollow noopener\">Broadcast, la plus grande audience en cinq ans<\/a> ; <a href=\"https:\/\/scuderiafans.com\/formula-1-audience-continues-to-surge-with-1-83-billion-total-viewers-worldwide\/\" target=\"_blank\" rel=\"nofollow noopener\">ScuderiaFans, 1,83 milliard de t\u00e9l\u00e9spectateurs<\/a> ; <a href=\"https:\/\/www.si.com\/onsi\/f1\/news\/f1-and-apple-confirm-united-states-tv-rights-deal-everything-you-need-to-know\" target=\"_blank\" rel=\"nofollow noopener\">Sports Illustrated, F1 et Apple aux \u00c9tats-Unis<\/a> ; <a href=\"https:\/\/www.techradar.com\/televisions\/streaming-devices\/go-go-go-apple-tv-is-the-official-home-of-f1-races-and-more-in-the-united-states-starting-in-2026\" target=\"_blank\" rel=\"nofollow noopener\">TechRadar, Apple TV et la F1<\/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>Combien de fans compte la 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>\nLa Formule 1 estime ses fans \u00e0 827 millions dans le monde pour 2025, 12 % de plus qu&#8217;en 2024 et 63 % de plus qu&#8217;en 2018. Nielsen indique 1,83 milliard de t\u00e9l\u00e9spectateurs cumul\u00e9s sur la saison.<\/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>O\u00f9 voir la Formule 1 aux \u00c9tats-Unis en 2026 ?<\/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>\nSur Apple TV : toutes les sessions, des essais libres \u00e0 la course, avec quelques courses et tous les essais libres gratuits dans l&#8217;application, dans le cadre d&#8217;un accord de cinq 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>Combien de partenaires commerciaux compte la 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>\nDepuis 2020, les partenaires du championnat ont presque tripl\u00e9, de 12 \u00e0 31.<\/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>Comment mesure-t-on la visibilit\u00e9 digitale d&#039;un sponsoring ?<\/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>\nImpressions et vues sont le point de d\u00e9part ; pour savoir si cela fonctionne, il faut aussi une mesure de marque (reconnaissance et association avec l&#8217;\u00e9curie) et une mesure commerciale (contacts, n\u00e9gociations, ventes), choisies avant de signer.<\/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>O\u00f9 se construit la visibilit\u00e9 d&#039;un sponsor 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>\nSur trois plans : la diffusion (TV et streaming), le digital (r\u00e9seaux sociaux, vid\u00e9o et contenus) et la pr\u00e9sence physique (circuit, hospitalit\u00e9 et rencontres).<\/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>Dans le sport automobile, la visibilit\u00e9 d&#8217;un sponsoring se construit aujourd&#8217;hui sur trois plans : la diffusion (t\u00e9l\u00e9vision et streaming), le digital (r\u00e9seaux sociaux, vid\u00e9o, contenus officiels) et la pr\u00e9sence physique (le circuit et l&#8217;hospitalit\u00e9). Les chiffres de la Formule 1 en 2025 : 827 millions de fans, 1,83 milliard de t\u00e9l\u00e9spectateurs cumul\u00e9s et 6,7 [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":194619,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20130],"tags":[],"class_list":["post-240171","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 v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Visibilit\u00e9 du sponsoring en sport auto : \u00e8re digitale<\/title>\n<meta name=\"description\" content=\"Comment se construit la visibilit\u00e9 d&#039;un sponsoring en sport auto : 827 millions de fans de F1, trois plans (TV, digital, circuit) et la mesure.\" \/>\n<meta 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