{"id":241710,"date":"2023-10-19T14:40:55","date_gmt":"2023-10-19T12:40:55","guid":{"rendered":"https:\/\/rtrsports.com\/in-sports-marketing-gagner-nest-pas-une-valeur-ni-un-benefice-marketing\/"},"modified":"2026-10-09T15:28:10","modified_gmt":"2026-10-09T13:28:10","slug":"in-sports-marketing-gagner-nest-pas-une-valeur-ni-un-benefice-marketing","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\/","title":{"rendered":"Dans le marketing sportif, gagner n&#8217;est pas une valeur : les vrais avantages du sponsoring"},"content":{"rendered":"<p>Si vous \u00eates pr\u00eat \u00e0 investir dans un <strong>sponsoring sportif<\/strong> uniquement parce que vous voulez gagner et obtenir de la visibilit\u00e9 pour votre marque, vous faites une grave erreur. La visibilit\u00e9 n&#8217;est que l&#8217;un des nombreux avantages qu&#8217;une entreprise ou une marque peut tirer d&#8217;une collaboration avec une organisation sportive, et ce n&#8217;est en aucun cas le seul. Lorsque nous parlons d&#8217;opportunit\u00e9s de partenariat avec des clients ou de nouveaux contacts, nous essayons toujours de nous concentrer non seulement sur la visibilit\u00e9 que l&#8217;on peut obtenir ou sur les r\u00e9sultats des courses, mais aussi et surtout sur les valeurs et les avantages marketing que l&#8217;on peut exploiter en investissant dans ces programmes.<\/p>\n<h2>Des valeurs plut\u00f4t que des r\u00e9sultats<\/h2>\n<p>Investir en <a href=\"https:\/\/rtrsports.com\/fr\/formule-1-parrainage\/\">Formule 1<\/a>, en Formule E ou en <a href=\"https:\/\/rtrsports.com\/fr\/parrainages-motogp\/\">MotoGP<\/a> ne consiste pas simplement \u00e0 choisir l&#8217;\u00e9curie ou le pilote le plus rapide ou celui qui gagne le plus. Cela ne fonctionne pas ainsi. Nous parlons de valeurs. Voici, par exemple, une courte liste de valeurs associ\u00e9es \u00e0 la <strong>Formule 1<\/strong> :<\/p>\n<ul>\n<li>technologie de pointe<\/li>\n<li>recherche et d\u00e9veloppement<\/li>\n<li>dimension internationale<\/li>\n<li>comp\u00e9titivit\u00e9<\/li>\n<li>vitesse<\/li>\n<li>excellence<\/li>\n<li>hautes performances<\/li>\n<li>esprit d&#8217;\u00e9quipe<\/li>\n<li>tradition et histoire<\/li>\n<li>glamour<\/li>\n<\/ul>\n<p>Si vous envisagez de sponsoriser la <strong>Formule E<\/strong>, d&#8217;autres valeurs s&#8217;ajoutent, par exemple :<\/p>\n<ul>\n<li>durabilit\u00e9<\/li>\n<li>progr\u00e8s<\/li>\n<li>efficacit\u00e9<\/li>\n<li>esprit pionnier<\/li>\n<li>technologie avanc\u00e9e<\/li>\n<li>nouveaux d\u00e9fis<\/li>\n<li>vision tourn\u00e9e vers l&#8217;avenir<\/li>\n<\/ul>\n<p>En int\u00e9grant ne serait-ce que quelques-uns de ces \u00e9l\u00e9ments dans sa communication, n&#8217;importe quelle marque peut construire un plan de communication riche en contenus, pertinent, int\u00e9ressant et actuel pendant au moins cinq ans. <strong>Au fait, trouvez-vous le mot \u00ab gagner \u00bb dans la liste ? Non.<\/strong> Gagner n&#8217;est pas une valeur : c&#8217;est ce que l&#8217;on pourrait appeler un plus, la cerise sur le g\u00e2teau.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-144071 size-full\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/photo_2023-10-10-09.04.50.jpeg\" alt=\"Le post de McLaren sur son arr\u00eat aux stands record de 1,80 seconde au Grand Prix du Qatar 2023, avec les r\u00f4les de l'\u00e9quipe\" width=\"752\" height=\"1168\" \/><\/p>\n<p><em>Le post par lequel McLaren a annonc\u00e9 le record. Source : McLaren Racing.<\/em><\/p>\n<h2>Communiquer sur le travail d&#8217;\u00e9quipe<\/h2>\n<p>J&#8217;aimerais \u00eatre l&#8217;un des sponsors de <strong>McLaren<\/strong> et avoir l&#8217;occasion d&#8217;envoyer \u00e0 tous les salari\u00e9s de l&#8217;entreprise un e-mail sur le record \u00e9tabli par l&#8217;\u00e9curie de Formule 1 au Grand Prix du Qatar 2023 : un <strong>arr\u00eat aux stands de 1,80 seconde<\/strong> sur la voiture de Lando Norris, encore aujourd&#8217;hui le plus rapide de l&#8217;histoire de la Formule 1. Un record obtenu gr\u00e2ce \u00e0 un formidable travail d&#8217;\u00e9quipe, fait de r\u00e9p\u00e9titions constantes, d&#8217;entra\u00eenements, d&#8217;attention aux d\u00e9tails, de concentration et de r\u00e9silience.<\/p>\n<p>Regardez cette image : <strong>on voit \u00e0 peine le pilote<\/strong> ; on voit la voiture et une vingtaine de personnes autour d&#8217;elle pour l&#8217;arr\u00eat aux stands. Une vingtaine de personnes qui travaillent dans un m\u00eame but : donner aux deux pilotes les meilleures chances de succ\u00e8s. On se concentre souvent uniquement sur le pilote et la voiture en piste ou sur le podium, mais le travail de l&#8217;\u00e9quipe et de chacun de ses membres est extraordinaire. Et c&#8217;est une histoire qu&#8217;un sponsor peut toujours raconter, quel que soit le r\u00e9sultat du dimanche.<\/p>\n<h2>Pourquoi la victoire n&#8217;est pas la valeur principale<\/h2>\n<p>Au-del\u00e0 des victoires, les partenariats sportifs offrent de la visibilit\u00e9, une exposition m\u00e9diatique, des contenus en coulisses, des exp\u00e9riences pour les fans et un alignement sur les valeurs que recherchent les marques. Voil\u00e0 pourquoi la victoire n&#8217;est ni la seule valeur d&#8217;un sponsoring sportif, ni m\u00eame la plus importante :<\/p>\n<ul>\n<li><strong>Les victoires sont \u00e9ph\u00e9m\u00e8res et impr\u00e9visibles.<\/strong> Les \u00e9curies et les athl\u00e8tes traversent des cycles de hauts et de bas. Les marques ont besoin d&#8217;une coh\u00e9rence de valeurs et d&#8217;avantages que les victoires ne peuvent pas garantir. Les partenariats de long terme survivent aux victoires comme aux d\u00e9faites.<\/li>\n<li><strong>Le chemin compte autant que la destination.<\/strong> Les fans s&#8217;attachent aux histoires d&#8217;engagement, de travail d&#8217;\u00e9quipe, de r\u00e9silience et de pr\u00e9paration que le sport raconte, quel que soit le r\u00e9sultat final. Le sport permet aux marques de s&#8217;aligner sur des valeurs plus profondes, comme l&#8217;excellence, le d\u00e9vouement, la communaut\u00e9 et l&#8217;esprit d&#8217;\u00e9quipe, qui durent plus longtemps que n&#8217;importe quel titre.<\/li>\n<li><strong>La visibilit\u00e9 des partenaires dure dans le temps.<\/strong> La marque sur les combinaisons, les voitures, les \u00e9quipements et les installations reste en place quel que soit le vainqueur. L&#8217;exposition se poursuit dans les bons comme dans les mauvais moments.<\/li>\n<li><strong>Les contenus en coulisses cr\u00e9ent de l&#8217;affinit\u00e9.<\/strong> Les contenus vid\u00e9o et sur les r\u00e9seaux sociaux qui montrent les personnes et le c\u00f4t\u00e9 humain du sport renforcent le lien, au-del\u00e0 des victoires et des d\u00e9faites. Nous expliquons comment en faire un plan dans notre article sur le <a href=\"https:\/\/rtrsports.com\/fr\/blog\/le-role-du-contrat-dans-le-succes-du-parrainage-du-sport-automobile-des-strategies-de-marketing-de-contenu-complet\/\">marketing de contenu dans le sport<\/a>.<\/li>\n<li><strong>L&#8217;histoire et la tradition comptent.<\/strong> L&#8217;histoire et les traditions d&#8217;une \u00e9curie \u00e9tablie de longue date sont des associations de marque uniques et pr\u00e9cieuses, qui perdurent pendant des g\u00e9n\u00e9rations.<\/li>\n<li><strong>Les exp\u00e9riences directes avec les fans marquent les esprits.<\/strong> L&#8217;hospitalit\u00e9, les \u00e9v\u00e9nements et les visites des stands suscitent l&#8217;engagement : les fans adorent les exp\u00e9riences, que leur \u00e9quipe gagne ou perde ce jour-l\u00e0.<\/li>\n<li><strong>Les partenariats technologiques portent leurs fruits.<\/strong> Les \u00e9quipements, la technologie et l&#8217;analyse des donn\u00e9es tirent leur valeur de la collaboration elle-m\u00eame, pas du r\u00e9sultat en piste.<\/li>\n<li><strong>Philanthropie et impact sur la communaut\u00e9.<\/strong> L&#8217;action sociale des \u00e9curies, des championnats et des athl\u00e8tes fait la diff\u00e9rence toute l&#8217;ann\u00e9e et donne un sens qui d\u00e9passe les r\u00e9sultats sportifs.<\/li>\n<\/ul>\n<p>En somme, m\u00eame si <strong>gagner est un avantage<\/strong>, ce n&#8217;est souvent pas le facteur le plus important. Les partenariats sportifs devraient se concentrer avant tout sur les valeurs partag\u00e9es, les exp\u00e9riences et la visibilit\u00e9, c&#8217;est-\u00e0-dire sur les domaines qui produisent des b\u00e9n\u00e9fices quel que soit le vainqueur. Les raisons concr\u00e8tes pour lesquelles le sport aide une entreprise \u00e0 se d\u00e9velopper sont r\u00e9unies dans notre guide sur les <a href=\"https:\/\/rtrsports.com\/fr\/blog\/how-sports-sponsorship-can-help-your-brand-to-boost\/\">avantages du sponsoring sportif<\/a>.<\/p>\n<p>Bien s\u00fbr, lorsque l&#8217;\u00e9quipe ou l&#8217;athl\u00e8te gagne, un lien \u00e9motionnel suppl\u00e9mentaire se cr\u00e9e. Pour un sponsor, pouvoir partager ce moment et c\u00e9l\u00e9brer le r\u00e9sultat, c&#8217;est la cerise sur le g\u00e2teau. Mais cela ne peut pas \u00eatre l&#8217;attente principale.<\/p>\n<h2>Sponsoriser intelligemment, pas difficilement<\/h2>\n<p>Les sponsors avis\u00e9s construisent leurs partenariats non pas sur les victoires et les d\u00e9faites, mais sur ce que le sponsoring peut offrir \u00e0 la marque : un acc\u00e8s, de l&#8217;engagement, de la notori\u00e9t\u00e9 et des valeurs \u00e0 communiquer. Ce sont ces \u00e9l\u00e9ments qui garantissent un retour solide, que l&#8217;\u00e9quipe termine premi\u00e8re ou derni\u00e8re.<\/p>\n<p>Au bout du compte, la victoire n&#8217;est pas quelque chose sur quoi une marque peut compter. En se concentrant sur les autres avantages du sponsoring sportif, on peut toutefois construire des partenariats productifs, m\u00eame sans l&#8217;\u00e9motion de la premi\u00e8re place. Les victoires viendront et seront la cerise sur le g\u00e2teau. Mais elles ne sont pas le g\u00e2teau qui nourrit un partenariat de long terme.<\/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 sur les avantages du sponsoring sportif<\/b><\/h2>\r\n        \r\n        <br \/>\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>Gagner est-il important dans un sponsoring sportif ?<\/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>Gagner est un avantage, mais ce n&#8217;est pas une valeur sur laquelle construire un sponsoring. Les r\u00e9sultats sont impr\u00e9visibles : un partenariat solide repose sur les valeurs du sport choisi, une visibilit\u00e9 constante, les contenus et les exp\u00e9riences, qui produisent des b\u00e9n\u00e9fices quel que soit le classement.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\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 les avantages d&#039;un sponsoring sportif au-del\u00e0 de la visibilit\u00e9 ?<\/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>L&#8217;association aux valeurs du sport, les contenus en coulisses, les exp\u00e9riences d&#8217;hospitalit\u00e9 pour les clients et les salari\u00e9s, les partenariats technologiques, l&#8217;acc\u00e8s \u00e0 un r\u00e9seau de relations et la possibilit\u00e9 de communiquer l&#8217;engagement social de la marque.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\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 valeurs sont associ\u00e9es \u00e0 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>Technologie de pointe, recherche et d\u00e9veloppement, dimension internationale, comp\u00e9titivit\u00e9, vitesse, excellence, hautes performances, esprit d&#8217;\u00e9quipe, tradition et glamour. Ce sont des valeurs qu&#8217;une marque peut utiliser dans sa communication pendant des ann\u00e9es, ind\u00e9pendamment des r\u00e9sultats de l&#8217;\u00e9curie.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\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 valeurs sont associ\u00e9es \u00e0 la Formule E ?<\/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>Durabilit\u00e9, progr\u00e8s, efficacit\u00e9, esprit pionnier, technologie avanc\u00e9e, ouverture aux nouveaux d\u00e9fis et vision tourn\u00e9e vers l&#8217;avenir. Elles conviennent particuli\u00e8rement aux marques qui veulent communiquer sur l&#8217;innovation et l&#8217;engagement environnemental.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\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 communiquer sur un sponsoring quand l&#039;\u00e9quipe ne gagne pas ?<\/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>En racontant le travail d&#8217;\u00e9quipe, les personnes, la technologie et les exp\u00e9riences. L&#8217;arr\u00eat aux stands de 1,80 seconde de McLaren au Qatar en 2023 en est un exemple : une histoire de pr\u00e9paration et de pr\u00e9cision qui a de la valeur pour un sponsor, quel que soit le r\u00e9sultat de la course.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\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>Sur quoi repose un sponsoring sportif efficace ?<\/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>Sur des valeurs partag\u00e9es entre la marque et la propri\u00e9t\u00e9 sportive, des objectifs clairs, un plan d&#8217;activation et de contenus, et une mesure du retour li\u00e9e aux r\u00e9sultats commerciaux. La victoire, quand elle arrive, est un plus.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>Si vous \u00eates pr\u00eat \u00e0 investir dans un sponsoring sportif uniquement parce que vous voulez gagner et obtenir de la visibilit\u00e9 pour votre marque, vous faites une grave erreur. La visibilit\u00e9 n&#8217;est que l&#8217;un des nombreux avantages qu&#8217;une entreprise ou une marque peut tirer d&#8217;une collaboration avec une organisation sportive, et ce n&#8217;est en aucun [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":196160,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20131,20130],"tags":[],"class_list":["post-241710","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","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>Avantages du sponsoring sportif au-del\u00e0 de la victoire<\/title>\n<meta name=\"description\" content=\"Les avantages du sponsoring sportif ne d\u00e9pendent pas de la victoire : valeurs de la F1 et de la Formule E, record McLaren de 1,80 seconde, l&#039;essentiel.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/fr\/blog\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dans le marketing sportif, gagner n&#039;est pas une valeur : les vrais avantages du sponsoring\" \/>\n<meta property=\"og:description\" content=\"Les avantages du sponsoring sportif ne d\u00e9pendent pas de la victoire : valeurs de la F1 et de la Formule E, record McLaren de 1,80 seconde, l&#039;essentiel.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rtrsports.com\/fr\/blog\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\/\" \/>\n<meta property=\"og:site_name\" content=\"RTR Sports\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/RTRSportsMarketing\/\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/photo_2023-10-10-09.04.50.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"752\" \/>\n\t<meta property=\"og:image:height\" content=\"1168\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Silvia Schweiger\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:site\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Silvia Schweiger\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\\\/\"},\"author\":{\"name\":\"Silvia Schweiger\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/#\\\/schema\\\/person\\\/7bb165381d5e3404094e095cabc0167e\"},\"headline\":\"Dans le marketing sportif, gagner n&#8217;est pas une valeur : les vrais avantages du sponsoring\",\"datePublished\":\"2023-10-19T12:40:55+00:00\",\"dateModified\":\"2026-10-09T13:28:10+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\\\/\"},\"wordCount\":1575,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/photo_2023-10-10-09.04.50.jpeg\",\"articleSection\":[\"Marketing sportif\",\"Parrainage sportif\"],\"inLanguage\":\"fr\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\\\/\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\\\/\",\"name\":\"Avantages du sponsoring sportif au-del\u00e0 de la victoire\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/photo_2023-10-10-09.04.50.jpeg\",\"datePublished\":\"2023-10-19T12:40:55+00:00\",\"dateModified\":\"2026-10-09T13:28:10+00:00\",\"description\":\"Les avantages du sponsoring sportif ne d\u00e9pendent pas de la victoire : valeurs de la F1 et de la Formule E, record McLaren de 1,80 seconde, l'essentiel.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\\\/#breadcrumb\"},\"inLanguage\":\"fr\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\\\/#primaryimage\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/photo_2023-10-10-09.04.50.jpeg\",\"contentUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/photo_2023-10-10-09.04.50.jpeg\",\"width\":752,\"height\":1168,\"caption\":\"Dans le marketing sportif, la victoire n'est pas tout\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Dans le marketing sportif, gagner n&#8217;est pas une valeur : les vrais avantages du sponsoring\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/#website\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/\",\"name\":\"RTR Sports Marketing\",\"description\":\"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.\",\"publisher\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/#organization\"},\"alternateName\":\"RTR Sports\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/#organization\",\"name\":\"RTR Sports Marketing\",\"alternateName\":\"RTR sports\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/01\\\/rtrsports-anniversary-1.jpg\",\"contentUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/01\\\/rtrsports-anniversary-1.jpg\",\"width\":946,\"height\":260,\"caption\":\"RTR Sports Marketing\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/RTRSportsMarketing\\\/\",\"https:\\\/\\\/x.com\\\/rtrsports\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/rtr-sports-marketing\\\/\",\"https:\\\/\\\/www.wikidata.org\\\/wiki\\\/Q7797317\"],\"description\":\"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.\",\"email\":\"info@rtrsports.com\",\"legalName\":\"RTR Sports Marketing LTD\",\"numberOfEmployees\":{\"@type\":\"QuantitativeValue\",\"minValue\":\"1\",\"maxValue\":\"10\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/#\\\/schema\\\/person\\\/7bb165381d5e3404094e095cabc0167e\",\"name\":\"Silvia Schweiger\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/69d98ba8290517744bdcb27b64c18a4a735ed0cac4d0bd39ea418fe3b1019aef?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/69d98ba8290517744bdcb27b64c18a4a735ed0cac4d0bd39ea418fe3b1019aef?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/69d98ba8290517744bdcb27b64c18a4a735ed0cac4d0bd39ea418fe3b1019aef?s=96&d=mm&r=g\",\"caption\":\"Silvia Schweiger\"},\"description\":\"Silvia Schweiger has spent more than 20 years helping companies invest effectively in motorsport sponsorship, with a focus on MotoGP and Formula 1. At RTR Sports Marketing, she works directly with brands to identify the right property, structure the deal, and connect the partnership to commercial objectives. She teaches on the Master in Motorsport Marketing run with 24ORE Business School and writes on deal structuring, activation, and sponsorship measurement.\",\"sameAs\":[\"https:\\\/\\\/stg-rtrsportscom-rtrstaging.kinsta.cloud\",\"https:\\\/\\\/www.linkedin.com\\\/in\\\/silviaschweiger\\\/\"],\"url\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/author\\\/silvia\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Avantages du sponsoring sportif au-del\u00e0 de la victoire","description":"Les avantages du sponsoring sportif ne d\u00e9pendent pas de la victoire : valeurs de la F1 et de la Formule E, record McLaren de 1,80 seconde, l'essentiel.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/rtrsports.com\/fr\/blog\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\/","og_locale":"fr_FR","og_type":"article","og_title":"Dans le marketing sportif, gagner n'est pas une valeur : les vrais avantages du sponsoring","og_description":"Les avantages du sponsoring sportif ne d\u00e9pendent pas de la victoire : valeurs de la F1 et de la Formule E, record McLaren de 1,80 seconde, l'essentiel.","og_url":"https:\/\/rtrsports.com\/fr\/blog\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\/","og_site_name":"RTR Sports","article_publisher":"https:\/\/www.facebook.com\/RTRSportsMarketing\/","og_image":[{"width":752,"height":1168,"url":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/photo_2023-10-10-09.04.50.jpeg","type":"image\/jpeg"}],"author":"Silvia Schweiger","twitter_card":"summary_large_image","twitter_creator":"@rtrsports","twitter_site":"@rtrsports","twitter_misc":{"Written by":"Silvia Schweiger","Est. reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/rtrsports.com\/fr\/blog\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\/#article","isPartOf":{"@id":"https:\/\/rtrsports.com\/fr\/blog\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\/"},"author":{"name":"Silvia Schweiger","@id":"https:\/\/rtrsports.com\/fr\/#\/schema\/person\/7bb165381d5e3404094e095cabc0167e"},"headline":"Dans le marketing sportif, gagner n&#8217;est pas une valeur : les vrais avantages du sponsoring","datePublished":"2023-10-19T12:40:55+00:00","dateModified":"2026-10-09T13:28:10+00:00","mainEntityOfPage":{"@id":"https:\/\/rtrsports.com\/fr\/blog\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\/"},"wordCount":1575,"commentCount":0,"publisher":{"@id":"https:\/\/rtrsports.com\/fr\/#organization"},"image":{"@id":"https:\/\/rtrsports.com\/fr\/blog\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\/#primaryimage"},"thumbnailUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/photo_2023-10-10-09.04.50.jpeg","articleSection":["Marketing sportif","Parrainage sportif"],"inLanguage":"fr","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/rtrsports.com\/fr\/blog\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/rtrsports.com\/fr\/blog\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\/","url":"https:\/\/rtrsports.com\/fr\/blog\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\/","name":"Avantages du sponsoring sportif au-del\u00e0 de la victoire","isPartOf":{"@id":"https:\/\/rtrsports.com\/fr\/#website"},"primaryImageOfPage":{"@id":"https:\/\/rtrsports.com\/fr\/blog\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\/#primaryimage"},"image":{"@id":"https:\/\/rtrsports.com\/fr\/blog\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\/#primaryimage"},"thumbnailUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/photo_2023-10-10-09.04.50.jpeg","datePublished":"2023-10-19T12:40:55+00:00","dateModified":"2026-10-09T13:28:10+00:00","description":"Les avantages du sponsoring sportif ne d\u00e9pendent pas de la victoire : valeurs de la F1 et de la Formule E, record McLaren de 1,80 seconde, l'essentiel.","breadcrumb":{"@id":"https:\/\/rtrsports.com\/fr\/blog\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\/#breadcrumb"},"inLanguage":"fr","potentialAction":[{"@type":"ReadAction","target":["https:\/\/rtrsports.com\/fr\/blog\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\/"]}]},{"@type":"ImageObject","inLanguage":"fr","@id":"https:\/\/rtrsports.com\/fr\/blog\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\/#primaryimage","url":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/photo_2023-10-10-09.04.50.jpeg","contentUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/photo_2023-10-10-09.04.50.jpeg","width":752,"height":1168,"caption":"Dans le marketing sportif, la victoire n'est pas tout"},{"@type":"BreadcrumbList","@id":"https:\/\/rtrsports.com\/fr\/blog\/in-sports-marketing-winning-is-not-a-value-nor-a-marketing-benefit\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/rtrsports.com\/fr\/"},{"@type":"ListItem","position":2,"name":"Dans le marketing sportif, gagner n&#8217;est pas une valeur : les vrais avantages du sponsoring"}]},{"@type":"WebSite","@id":"https:\/\/rtrsports.com\/fr\/#website","url":"https:\/\/rtrsports.com\/fr\/","name":"RTR Sports Marketing","description":"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.","publisher":{"@id":"https:\/\/rtrsports.com\/fr\/#organization"},"alternateName":"RTR Sports","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/rtrsports.com\/fr\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr"},{"@type":"Organization","@id":"https:\/\/rtrsports.com\/fr\/#organization","name":"RTR Sports Marketing","alternateName":"RTR sports","url":"https:\/\/rtrsports.com\/fr\/","logo":{"@type":"ImageObject","inLanguage":"fr","@id":"https:\/\/rtrsports.com\/fr\/#\/schema\/logo\/image\/","url":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/01\/rtrsports-anniversary-1.jpg","contentUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/01\/rtrsports-anniversary-1.jpg","width":946,"height":260,"caption":"RTR Sports Marketing"},"image":{"@id":"https:\/\/rtrsports.com\/fr\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/RTRSportsMarketing\/","https:\/\/x.com\/rtrsports","https:\/\/www.linkedin.com\/company\/rtr-sports-marketing\/","https:\/\/www.wikidata.org\/wiki\/Q7797317"],"description":"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.","email":"info@rtrsports.com","legalName":"RTR Sports Marketing LTD","numberOfEmployees":{"@type":"QuantitativeValue","minValue":"1","maxValue":"10"}},{"@type":"Person","@id":"https:\/\/rtrsports.com\/fr\/#\/schema\/person\/7bb165381d5e3404094e095cabc0167e","name":"Silvia Schweiger","image":{"@type":"ImageObject","inLanguage":"fr","@id":"https:\/\/secure.gravatar.com\/avatar\/69d98ba8290517744bdcb27b64c18a4a735ed0cac4d0bd39ea418fe3b1019aef?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/69d98ba8290517744bdcb27b64c18a4a735ed0cac4d0bd39ea418fe3b1019aef?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/69d98ba8290517744bdcb27b64c18a4a735ed0cac4d0bd39ea418fe3b1019aef?s=96&d=mm&r=g","caption":"Silvia Schweiger"},"description":"Silvia Schweiger has spent more than 20 years helping companies invest effectively in motorsport sponsorship, with a focus on MotoGP and Formula 1. At RTR Sports Marketing, she works directly with brands to identify the right property, structure the deal, and connect the partnership to commercial objectives. She teaches on the Master in Motorsport Marketing run with 24ORE Business School and writes on deal structuring, activation, and sponsorship measurement.","sameAs":["https:\/\/stg-rtrsportscom-rtrstaging.kinsta.cloud","https:\/\/www.linkedin.com\/in\/silviaschweiger\/"],"url":"https:\/\/rtrsports.com\/fr\/author\/silvia\/"}]}},"_links":{"self":[{"href":"https:\/\/rtrsports.com\/fr\/wp-json\/wp\/v2\/posts\/241710","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rtrsports.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rtrsports.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/fr\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/fr\/wp-json\/wp\/v2\/comments?post=241710"}],"version-history":[{"count":4,"href":"https:\/\/rtrsports.com\/fr\/wp-json\/wp\/v2\/posts\/241710\/revisions"}],"predecessor-version":[{"id":359016,"href":"https:\/\/rtrsports.com\/fr\/wp-json\/wp\/v2\/posts\/241710\/revisions\/359016"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/fr\/wp-json\/wp\/v2\/media\/196160"}],"wp:attachment":[{"href":"https:\/\/rtrsports.com\/fr\/wp-json\/wp\/v2\/media?parent=241710"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rtrsports.com\/fr\/wp-json\/wp\/v2\/categories?post=241710"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rtrsports.com\/fr\/wp-json\/wp\/v2\/tags?post=241710"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}