{"id":240368,"date":"2023-06-16T14:06:25","date_gmt":"2023-06-16T12:06:25","guid":{"rendered":"https:\/\/rtrsports.com\/cout-de-la-licence-de-marque-cout-de-lexamen-de-largent-processus-de-suivi\/"},"modified":"2026-09-16T16:14:26","modified_gmt":"2026-09-16T14:14:26","slug":"cout-de-la-licence-de-marque-cout-de-lexamen-de-largent-processus-de-suivi","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/cout-de-la-licence-de-marque-cout-de-lexamen-de-largent-processus-de-suivi\/","title":{"rendered":"Co\u00fbt d\u2019une licence de marque : garantie minimale, redevances et fonctionnement"},"content":{"rendered":"

Combien co\u00fbte une op\u00e9ration de licence de marque<\/strong> ? C\u2019est l\u2019une des questions les plus fr\u00e9quentes que l\u2019on nous pose lorsqu\u2019il s\u2019agit de licensing. La question est l\u00e9gitime et, comme nous allons le voir, elle n\u2019a pas de r\u00e9ponse unique : dans ce secteur, il n\u2019existe pas de tarif standard.<\/p>\n

Partons de la structure de base. La r\u00e9mun\u00e9ration d\u2019un accord de licence est g\u00e9n\u00e9ralement compos\u00e9e de deux \u00e9l\u00e9ments distincts : la garantie minimale<\/strong> et une partie variable li\u00e9e au volume des ventes du produit sous licence<\/strong>, commun\u00e9ment appel\u00e9e redevances<\/em>.<\/p>\n

Pourquoi cette structure contractuelle\u00a0?<\/strong><\/h2>\n

Cette structure permet aux deux parties \u2014 le donneur de licence<\/strong> et le preneur de licence<\/strong> \u2014 de partager le succ\u00e8s de l\u2019op\u00e9ration. En signant l\u2019accord de licence<\/strong>, ils forment un v\u00e9ritable partenariat orient\u00e9 vers un r\u00e9sultat b\u00e9n\u00e9fique pour chacun. Aucune des parties ne tire profit d\u2019un programme qui \u00e9choue\u00a0: leurs int\u00e9r\u00eats sont align\u00e9s d\u00e8s le d\u00e9part.<\/p>\n

Quels sont les avantages de cette structure\u00a0?<\/strong><\/h2>\n

Pour le donneur de licence \u2014 celui qui accorde le droit d\u2019utiliser sa marque<\/strong> \u2014 la garantie minimale repr\u00e9sente un montant fixe vers\u00e9 en amont. Ce droit de licence<\/strong> agit comme une police d\u2019assurance\u00a0: il garantit que le preneur de licence est r\u00e9ellement engag\u00e9 dans le projet, plut\u00f4t que d\u2019acqu\u00e9rir les droits uniquement pour emp\u00eacher un concurrent d\u2019en b\u00e9n\u00e9ficier.<\/p>\n

Pour le preneur de licence, ne payer des redevances que sur les ventes r\u00e9elles permet de ma\u00eetriser l\u2019exposition financi\u00e8re initiale. Le budget \u00e9conomis\u00e9 sur le paiement fixe peut \u00eatre r\u00e9orient\u00e9 vers le d\u00e9veloppement du produit, le marketing d\u2019influence<\/strong> et les activit\u00e9s commerciales n\u00e9cessaires pour promouvoir les produits de marque<\/strong>.<\/p>\n

\u00c9tant donn\u00e9 qu\u2019une part importante des revenus du donneur de licence est li\u00e9e aux performances commerciales, celui-ci a tout int\u00e9r\u00eat \u00e0 soutenir activement le preneur de licence\u00a0: approuver rapidement les demandes, contribuer \u00e0 des actions promotionnelles communes, lever les obstacles op\u00e9rationnels. L\u2019alignement des int\u00e9r\u00eats est structurel, et non seulement contractuel.<\/p>\n

Combien co\u00fbte r\u00e9ellement une licence de marque\u00a0?<\/strong><\/h2>\n

La r\u00e9ponse honn\u00eate\u00a0: il n\u2019existe pas de liste de prix<\/strong>. La fourchette est large et d\u00e9pend du profil de la marque, de la cat\u00e9gorie de produit et des dynamiques concurrentielles du march\u00e9.<\/p>\n

Pour les grandes marques mondiales dans des cat\u00e9gories tr\u00e8s fr\u00e9quent\u00e9es \u2014 comme la mode ou l\u2019\u00e9lectronique grand public \u2014 la garantie minimale seule commence g\u00e9n\u00e9ralement \u00e0 six chiffres<\/strong>. Dans un secteur de niche \u2014 peut-\u00eatre tr\u00e8s qualitatif mais moins dense commercialement \u2014 le donneur de licence peut se montrer plus flexible, car l\u2019opportunit\u00e9 resterait sinon inexploit\u00e9e.<\/p>\n

Les taux de redevances dans le licensing sportif se situent g\u00e9n\u00e9ralement entre 5\u00a0% et 15\u00a0% des ventes nettes<\/strong>, les marques premium du motorsport (teams de Formule 1, constructeurs MotoGP) se positionnant plut\u00f4t en haut de cette fourchette.<\/p>\n

Quelle est la taille du march\u00e9 mondial du licensing\u00a0?<\/strong><\/h2>\n

Le licensing est l\u2019un des secteurs les plus importants et les plus r\u00e9silients de l\u2019\u00e9conomie mondiale. Selon le Global Licensing Survey 2024<\/strong> de Licensing International<\/a>, les revenus mondiaux issus des biens et services sous licence ont atteint 356\u00a0milliards de dollars en 2023<\/strong>, t\u00e9moignant d\u2019une croissance continue et soutenue dans toutes les cat\u00e9gories\u00a0: divertissement, mode, sport et marques corporate.<\/p>\n

Des milliers d\u2019entreprises \u00e0 travers le monde s\u2019associent \u00e0 des marques telles que Walt Disney, Ferrari, Bentley, Ducati, Procter & Gamble<\/strong> et Pepsi Cola<\/strong>. La plupart des grandes organisations explorent activement de nouveaux march\u00e9s gr\u00e2ce aux accords de licence. L\u2019\u00e9chelle de ce secteur est en elle-m\u00eame la preuve que, lorsque le licensing est bien structur\u00e9, il fonctionne pour tout le monde.<\/p>\n

Il est toujours recommand\u00e9 de piloter le processus<\/strong><\/h2>\n

Un dernier conseil\u00a0: positionnez-vous toujours comme le moteur<\/strong> de la n\u00e9gociation, en prenant le contr\u00f4le de l\u2019accord<\/strong> entre les deux parties. Cela implique souvent de faire appel \u00e0 une agence sp\u00e9cialis\u00e9e en licensing qui garantit que tous les droits accord\u00e9s sont clairement d\u00e9finis, \u00e9valu\u00e9s \u00e0 leur juste valeur et prot\u00e9g\u00e9s juridiquement.<\/p>\n

En conclusion, la licence de marque offre un potentiel consid\u00e9rable de croissance des revenus et d\u2019expansion sur de nouveaux march\u00e9s. Le co\u00fbt \u2014 une garantie minimale plus des redevances \u2014 est un investissement calcul\u00e9, non un engagement ouvert. Les entreprises qui s\u2019engagent dans ces programmes deviennent partie int\u00e9grante d\u2019un \u00e9cosyst\u00e8me \u00e9largi dans lequel chaque acteur joue un r\u00f4le significatif dans l\u2019histoire commerciale de la marque. L\u2019objectif final est simple\u00a0: une op\u00e9ration r\u00e9ussie dont tous b\u00e9n\u00e9ficient.<\/p>\n

Questions fr\u00e9quentes sur le co\u00fbt d\u2019une licence de marque<\/h2>\n
\r\n\r\n

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

\r\n Comment est structur\u00e9 \u00e9conomiquement un contrat de licence de marque ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/p>\n

Un contrat de licence de marque se compose g\u00e9n\u00e9ralement de deux \u00e9l\u00e9ments\u00a0: une garantie minimale<\/strong> \u2014 un montant fixe vers\u00e9 ind\u00e9pendamment des ventes \u2014 et des redevances<\/strong>, un pourcentage appliqu\u00e9 aux ventes nettes r\u00e9elles des produits sous licence. La garantie minimale d\u00e9montre l\u2019engagement du preneur de licence, tandis que les redevances alignent les int\u00e9r\u00eats des deux parties sur le succ\u00e8s commercial.<\/p>\n

\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Quel est le taux de redevance typique dans le licensing de marques sportives ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/p>\n

Les taux de redevances dans le licensing sportif se situent g\u00e9n\u00e9ralement entre 5\u00a0% et 15\u00a0% des ventes nettes<\/strong>, en fonction de la notori\u00e9t\u00e9 mondiale de la marque, de la cat\u00e9gorie de produit et du niveau de concurrence sur le march\u00e9. Les marques premium du motorsport \u2014 comme les \u00e9curies de Formule 1 ou les constructeurs MotoGP \u2014 se situent g\u00e9n\u00e9ralement en haut de cette fourchette.<\/p>\n

\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Quelle est la taille du march\u00e9 mondial des licences de marque ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/p>\n

Selon le Global Licensing Survey 2024<\/strong> de Licensing International, les revenus mondiaux issus des biens et services sous licence ont atteint 356\u00a0milliards de dollars en 2023<\/strong>. Le march\u00e9 couvre le divertissement, la mode, les marques corporate et le sport, et a maintenu une croissance constante depuis plus d\u2019une d\u00e9cennie.<\/p>\n

\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Qui g\u00e8re un programme de licences de marque dans le motorsport ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/p>\n

Dans le motorsport, un programme de licensing implique g\u00e9n\u00e9ralement le d\u00e9tenteur des droits (\u00e9curie, constructeur ou s\u00e9rie), le partenaire commercial (le preneur de licence) et, le plus souvent, une agence sp\u00e9cialis\u00e9e en licensing<\/strong> qui structure l\u2019accord, g\u00e8re les approbations juridiques et coordonne les activit\u00e9s promotionnelles. RTR Sports accompagne ses clients dans le licensing du motorsport depuis 1995.<\/p>\n

\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Quelle est la diff\u00e9rence entre parrainage et licensing dans le motorsport ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/p>\n

Le parrainage<\/strong> consiste \u00e0 apposer sa marque sur une voiture, une tenue d\u2019\u00e9curie ou une signalisation trackside\u00a0: on ach\u00e8te de la visibilit\u00e9 et de l\u2019association. Le licensing<\/strong> consiste \u00e0 obtenir le droit de produire et de vendre des produits arborant la marque du motorsport\u00a0: on ach\u00e8te des droits d\u2019exploitation commerciale. Les deux strat\u00e9gies sont compl\u00e9mentaires\u00a0: beaucoup d\u2019entreprises combinent un parrainage et un programme de licensing pour maximiser \u00e0 la fois l\u2019audience et les revenus.<\/p>\n

\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n

RTR Sports Marketing<\/h2>\n

Depuis 1995, RTR Sports<\/strong> est une agence leader en marketing sportif sp\u00e9cialis\u00e9e dans les licences de marque<\/strong><\/a> et le parrainage dans le motorsport. Pour d\u00e9couvrir ce qu\u2019un programme de licensing pourrait repr\u00e9senter pour votre marque, contactez-nous \u00e0 info@rtrsports.com.<\/p>\n","protected":false},"excerpt":{"rendered":"

Combien co\u00fbte une op\u00e9ration de licence de marque ? C\u2019est l\u2019une des questions les plus fr\u00e9quentes que l\u2019on nous pose lorsqu\u2019il s\u2019agit de licensing. La question est l\u00e9gitime et, comme nous allons le voir, elle n\u2019a pas de r\u00e9ponse unique : dans ce secteur, il n\u2019existe pas de tarif standard. Partons de la structure de […]<\/p>\n","protected":false},"author":14,"featured_media":190107,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20172],"tags":[],"class_list":["post-240368","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-licences"],"acf":[],"contentshake_article_id":"","yoast_head":"\nCo\u00fbt d\u2019une licence de marque 2024 : garantie minimale, redevances et tarifs<\/title>\n<meta name=\"description\" content=\"Combien co\u00fbte une licence de marque dans le motorsport ? 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