{"id":240199,"date":"2023-05-17T12:40:52","date_gmt":"2023-05-17T10:40:52","guid":{"rendered":"https:\/\/rtrsports.com\/la-reussite-par-le-sport-automobile-la-marque-lactivation\/"},"modified":"2026-10-05T11:35:31","modified_gmt":"2026-10-05T09:35:31","slug":"la-reussite-par-le-sport-automobile-la-marque-lactivation","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/la-reussite-par-le-sport-automobile-la-marque-lactivation\/","title":{"rendered":"Activation de marque dans le sport automobile : d\u00e9finition, fonctionnement et cinq exemples r\u00e9els"},"content":{"rendered":"<p><strong>L&#8217;activation de marque dans le sport automobile, c&#8217;est tout ce qu&#8217;un sponsor fait au-del\u00e0 du logo sur la voiture pour faire vivre le partenariat : r\u00e9compenses et droits officiels, contenus, hospitalit\u00e9, causes \u00e0 raconter, produit et technologie en piste. Sans activation, un sponsoring reste ce que nous appelons chez RTR Sports un \u00ab autocollant vide \u00bb : une marque visible qui ne raconte rien et ne laisse rien.<\/strong><\/p>\n<p><em>Mis \u00e0 jour en octobre 2026.<\/em><\/p>\n<p>Depuis 2007, le pilote qui signe le plus de meilleurs tours en une saison re\u00e7oit une r\u00e9compense qui porte un nom qui n&#8217;est pas celui d&#8217;un pilote : DHL. Le DHL Fastest Lap Award est un geste de marque simple, et il na\u00eet d&#8217;un droit (celui d&#8217;Official Logistics Partner, en F1 depuis 2004) transform\u00e9 en quelque chose que le public comprend tout de suite. C&#8217;est la diff\u00e9rence entre avoir un contrat et l&#8217;utiliser. Vous trouverez ici ce que signifie activer un sponsoring dans le sport automobile, cinq leviers avec des exemples r\u00e9els et comment d\u00e9cider par o\u00f9 commencer.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-127037\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/pexels-pixabay-39619.jpg\" alt=\"Une monoplace en piste pendant un week-end de course\" width=\"600\" height=\"400\" \/><\/p>\n<h2>Ce qu&#8217;est, et ce que n&#8217;est pas, l&#8217;activation<\/h2>\n<p>Le contrat de sponsoring ach\u00e8te des droits : le logo sur la voiture et sur les combinaisons, l&#8217;usage du nom de l&#8217;\u00e9curie, l&#8217;acc\u00e8s \u00e0 certains \u00e9v\u00e9nements. L&#8217;activation est le travail qui transforme ces droits en r\u00e9sultats pour l&#8217;entreprise. Chez RTR, nous l&#8217;appelons \u00ab iceberg sponsorship \u00bb : la partie visible (la marque sur la voiture) est soutenue par tout ce qui se trouve sous la ligne de flottaison, c&#8217;est-\u00e0-dire contenus, hospitalit\u00e9, \u00e9v\u00e9nements, programmes pour les clients, donn\u00e9es. Quand il n&#8217;y a rien dessous, il reste l&#8217;autocollant vide.<\/p>\n<p>La question que tout le monde pose est combien d\u00e9penser en activation par rapport au co\u00fbt des droits. Les indications des \u00e9tudes sur le secteur sont tr\u00e8s diff\u00e9rentes entre elles, et aucune r\u00e8gle ne vaut pour tous : cela d\u00e9pend de l&#8217;objectif, du march\u00e9 et de la notori\u00e9t\u00e9 d\u00e9j\u00e0 acquise par la marque. Plus utile que le pourcentage est de se demander, avant de signer, ce que la marque fera de ce qu&#8217;elle ach\u00e8te.<\/p>\n<h2>Cinq leviers, cinq exemples r\u00e9els<\/h2>\n<ul>\n<li><strong>R\u00e9compenses et droits officiels (DHL).<\/strong> DHL est Official Logistics Partner de la F1 depuis 2004 et, depuis 2007, donne son nom \u00e0 la r\u00e9compense du pilote qui a sign\u00e9 le plus de meilleurs tours de la saison, le DHL Fastest Lap Award, auquel s&#8217;ajoute le DHL Fastest Pit Stop Award pour l&#8217;\u00e9curie qui r\u00e9alise l&#8217;arr\u00eat aux stands le plus rapide : deux r\u00e9compenses li\u00e9es au th\u00e8me de la vitesse, qui est aussi le service de l&#8217;entreprise. Le cas est racont\u00e9 dans <a href=\"https:\/\/rtrsports.com\/fr\/blog\/the-surprising-story-behind-dhls-iconic-yellow-and-red-branding-a-lesson-from-formula-1\/\">logo DHL : pourquoi il est jaune et rouge<\/a>.<\/li>\n<li><strong>Une couleur et une cause (BWT).<\/strong> BWT a apport\u00e9 en F1 le rose et le slogan \u00ab Change the world, sip by sip \u00bb, avec les \u00ab Bottle Free Zones \u00bb et Sebastian Vettel comme ambassadeur en 2021 : un message sur l&#8217;eau du robinet qu&#8217;une \u00e9curie porte en piste depuis des ann\u00e9es. L&#8217;histoire est dans <a href=\"https:\/\/rtrsports.com\/fr\/blog\/comment-et-pourquoi-bwt-sponsorise-f1\/\">BWT en Formule 1<\/a>.<\/li>\n<li><strong>Le produit sur le protagoniste (Monster Energy).<\/strong> Apr\u00e8s 14 saisons avec Mercedes, depuis 2024 Monster est partenaire officiel de McLaren : l&#8217;accord, annonc\u00e9 le 28 novembre 2023, met la marque sur les casques, combinaisons, casquettes et bouteilles de Lando Norris et Oscar Piastri et pr\u00e9voit des activations et des contenus originaux pour les fans. Le parcours de la marque, de la MotoGP \u00e0 la F1, est dans <a href=\"https:\/\/rtrsports.com\/fr\/blog\/monster-energy-a-history-in-sports-sponsorship\/\">Monster Energy sponsor<\/a>.<\/li>\n<li><strong>Produit et technologie en piste (Aramco et Microsoft).<\/strong> Aramco est partenaire-titre d&#8217;Aston Martin depuis le 1er janvier 2024, avec un accord prolong\u00e9 de cinq ans, et depuis 2026, avec le moteur Honda, fournit \u00e0 l&#8217;\u00e9curie des carburants et des lubrifiants avanc\u00e9s : le produit du sponsor devient une partie de la voiture. Microsoft, principal partner de Mercedes depuis le 22 janvier 2026, apporte le cloud, l&#8217;intelligence artificielle et les flux de travail Microsoft 365 \u00ab de l&#8217;usine au circuit \u00bb. Pour Aramco, voir <a href=\"https:\/\/rtrsports.com\/fr\/blog\/tout-savoir-sur-loffre-de-parrainage-aramco-formule-1\/\">Aramco F1<\/a>.<\/li>\n<li><strong>Hospitalit\u00e9 et rencontres.<\/strong> Le week-end de course est le lieu o\u00f9 une entreprise peut r\u00e9unir clients, partenaires et collaborateurs avec l&#8217;\u00e9curie et les pilotes. En MotoGP, la formule s&#8217;appelle VIP Village : son fonctionnement est 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 une activation<\/h2>\n<p>On mesure ce qu&#8217;on a d\u00e9cid\u00e9 d&#8217;obtenir avant la signature, pas ce qu&#8217;on parvient \u00e0 compter apr\u00e8s. Si l&#8217;objectif est la notori\u00e9t\u00e9, ce sont les indicateurs de marque (notori\u00e9t\u00e9 spontan\u00e9e, m\u00e9morisation du sponsor) et la port\u00e9e des contenus qui comptent ; si ce sont les contacts, ce sont les invit\u00e9s qui deviennent des n\u00e9gociations et le co\u00fbt par contact ; si c&#8217;est la fid\u00e9lit\u00e9 des clients, c&#8217;est combien rach\u00e8tent ceux qui ont particip\u00e9 \u00e0 un \u00e9v\u00e9nement. Les r\u00e9seaux sociaux et les impressions disent l&#8217;exposition, pas le r\u00e9sultat : c&#8217;est pourquoi il faut les associer \u00e0 un objectif commercial explicite. Une fa\u00e7on simple de commencer est d&#8217;\u00e9crire trois chiffres avant de d\u00e9marrer et de les v\u00e9rifier en fin de saison.<\/p>\n<h2>Par o\u00f9 commencer<\/h2>\n<p>Trois questions, dans cet ordre : ce que l&#8217;entreprise veut obtenir (pas ce qu&#8217;elle veut montrer), quelle id\u00e9e la marque peut \u00ab poss\u00e9der \u00bb dans le monde de cette \u00e9curie ou de ce championnat (une couleur, une r\u00e9compense, une cause, un produit) et \u00e0 quels moments de l&#8217;ann\u00e9e elle la racontera (courses, essais, \u00e9v\u00e9nements, contenus). Nous travaillons dans cet ordre : le fonctionnement d&#8217;une agence est expliqu\u00e9 dans <a href=\"https:\/\/rtrsports.com\/fr\/blog\/agence-de-sport-automobile-quest-ce-que-cest-et-quest-ce-que-ca-fait\/\">agence de sport automobile : ce que c&#8217;est et ce qu&#8217;elle fait<\/a>, tandis que pour les seuils de budget de la Formule 1 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>. RTR Sports travaille aussi sur l&#8217;hospitalit\u00e9 et le VIP Village (comme au Mugello), sur les \u00e9v\u00e9nements, tours et activations dans la grande distribution et sur des salons comme EICMA.<\/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:\/\/www.dhlecommerce.nl\/en\/partnerships\/formula-1\" target=\"_blank\" rel=\"nofollow noopener\">DHL, le partenariat avec la Formule 1<\/a> ; <a href=\"https:\/\/group.dhl.com\/de\/presse\/pressemitteilungen\/2020\/formel-1-schneller-denn-je.html\" target=\"_blank\" rel=\"nofollow noopener\">DHL Group, communiqu\u00e9 sur la Formule 1<\/a> ; <a href=\"https:\/\/www.formula1.com\/en\/results\/2007\/awards\/fastest-pit-stops\" target=\"_blank\" rel=\"nofollow noopener\">Formula 1, les r\u00e9compenses de 2007<\/a> ; <a href=\"https:\/\/www.mclaren.com\/racing\/formula-1\/2023\/mclaren-racing-announces-monster-energy-as-an-official-partner-of-mclaren-formula-1-team\/\" target=\"_blank\" rel=\"nofollow noopener\">McLaren, Monster Energy partenaire officiel<\/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:\/\/crash.net\/f1\/news\/972279\/1\/vettel-race-pink-f1-helmet-2021-after-becoming-bwt-ambassador\" target=\"_blank\" rel=\"nofollow noopener\">Crash.net, Vettel ambassadeur BWT<\/a> ; <a href=\"https:\/\/www.planetf1.com\/news\/alpine-bwt-partnership-confirmed\" target=\"_blank\" rel=\"nofollow noopener\">PlanetF1, BWT et Alpine<\/a> ; <a href=\"https:\/\/www.aramco.com\/en\/news-media\/news\/2023\/aramco-extends-successful-partnership-with-aston-martin-formula-one\" target=\"_blank\" rel=\"nofollow noopener\">Aramco, partenariat avec Aston Martin<\/a> ; <a href=\"https:\/\/www.sportcal.com\/newsletters\/aramco-now-sole-title-sponsor-of-aston-martin-f1-until-2028\" target=\"_blank\" rel=\"nofollow noopener\">Sportcal, Aramco sponsor titre jusqu&#8217;en 2028<\/a> ; <a href=\"https:\/\/www.mercedesamgf1.com\/news\/mercedes-amg-f1-and-microsoft-unite-to-drive-innovation-from-factory-to-circuit\" target=\"_blank\" rel=\"nofollow noopener\">Mercedes-AMG F1, le partenariat avec Microsoft<\/a> ; <a href=\"https:\/\/www.sportcal.com\/news\/mercedes-f1-unveils-major-microsoft-tie-up-adds-nu-as-global-partner\/\" target=\"_blank\" rel=\"nofollow noopener\">Sportcal, Microsoft principal partner<\/a> ; <a href=\"https:\/\/www.easm.net\/download\/2015\/easm2EASM-2015-286-R1-827.pdf\" target=\"_blank\" rel=\"nofollow noopener\">EASM, l&#8217;investissement optimal en activation<\/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 l&#039;activation de marque 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>\nC&#8217;est tout ce qu&#8217;un sponsor fait au-del\u00e0 du logo sur la voiture : r\u00e9compenses et droits officiels, contenus, hospitalit\u00e9, causes, produit et technologie en piste, pour transformer les droits du contrat en r\u00e9sultats pour l&#8217;entreprise.<\/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>Que devient un sponsoring sans activation ?<\/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>\nIl reste un \u00ab autocollant vide \u00bb : une marque visible sur la voiture qui ne raconte rien aux clients et ne produit aucun r\u00e9sultat mesurable.<\/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>Quels sont des exemples d&#039;activation 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>\nLe DHL Fastest Lap Award (depuis 2007) pour le pilote au plus grand nombre de meilleurs tours de la saison, le rose et les \u00ab Bottle Free Zones \u00bb de BWT, la marque Monster Energy sur les casques, combinaisons, casquettes et bouteilles des pilotes McLaren, les carburants et lubrifiants avanc\u00e9s fournis par Aramco \u00e0 Aston Martin depuis 2026, la technologie de Microsoft pour Mercedes.<\/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 le succ\u00e8s d&#039;une activation ?<\/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>\nAvec des objectifs d\u00e9cid\u00e9s avant la signature : indicateurs de marque pour la notori\u00e9t\u00e9, n\u00e9gociations g\u00e9n\u00e9r\u00e9es pour les contacts, rachats pour la fid\u00e9lit\u00e9. Les r\u00e9seaux sociaux et les impressions mesurent l&#8217;exposition, pas le r\u00e9sultat commercial.<\/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 faut-il d\u00e9penser en activation par rapport aux droits ?<\/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>\nIl n&#8217;y a pas de r\u00e8gle unique : les \u00e9tudes sur le secteur donnent des indications tr\u00e8s diff\u00e9rentes. Ce qui compte davantage, c&#8217;est d&#8217;avoir un objectif pr\u00e9cis et une id\u00e9e que la marque puisse \u00ab poss\u00e9der \u00bb dans le monde de cette \u00e9curie ou de ce championnat.<\/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;activation de marque dans le sport automobile, c&#8217;est tout ce qu&#8217;un sponsor fait au-del\u00e0 du logo sur la voiture pour faire vivre le partenariat : r\u00e9compenses et droits officiels, contenus, hospitalit\u00e9, causes \u00e0 raconter, produit et technologie en piste. Sans activation, un sponsoring reste ce que nous appelons chez RTR Sports un \u00ab autocollant vide [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":194656,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20137,20131,20130],"tags":[],"class_list":["post-240199","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formule-1-fr","category-marketing-sportif-fr","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>Activation de marque en sport auto : guide et exemples<\/title>\n<meta name=\"description\" content=\"Ce qu&#039;est l&#039;activation de marque dans le sport automobile, cinq leviers avec exemples r\u00e9els (DHL, BWT, Monster, 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