{"id":241710,"date":"2023-10-19T14:42:28","date_gmt":"2023-10-19T12:42:28","guid":{"rendered":"https:\/\/rtrsports.com\/in-sports-marketing-gagner-nest-pas-une-valeur-ni-un-benefice-marketing\/"},"modified":"2025-07-04T18:12:45","modified_gmt":"2025-07-04T16:12:45","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, la victoire n&#8217;est pas une valeur, ni un avantage marketing."},"content":{"rendered":"<p>Si vous \u00eates pr\u00eat \u00e0 investir dans un <a href=\"http:\/\/rtrsports.com\/en\"><br \/>\n<strong>sponsoring sportif<\/strong><br \/>\n<\/a> uniquement pour gagner et donner de la visibilit\u00e9 \u00e0 votre marque, vous commettez une grave erreur. La visibilit\u00e9 est l&#8217;un des nombreux avantages qu&#8217;une entreprise ou une marque peut retirer d&#8217;une collaboration avec une organisation sportive, mais ce n&#8217;est pas le seul. Lorsque nous parlons d&#8217;opportunit\u00e9s de partenariat avec des clients ou de nouvelles pistes, nous essayons toujours de nous concentrer non seulement sur la visibilit\u00e9 qui peut \u00eatre obtenue ou sur les r\u00e9sultats de la course, mais aussi et surtout sur les valeurs et les avantages marketing qui peuvent \u00eatre exploit\u00e9s en investissant dans ces programmes.<\/p>\n<h2>Des valeurs plut\u00f4t que des r\u00e9sultats<\/h2>\n<p>Investir dans la <strong>Formule 1<\/strong>, la <strong>Formule E<\/strong> ou le <a href=\"https:\/\/rtrsports.com\/en\/motorsports-motogp-sponsorship-agency\/\"><br \/>\n<strong>MotoGP<\/strong><br \/>\n<\/a> ne consiste pas simplement \u00e0 choisir l&#8217;\u00e9quipe ou le pilote qui obtient les meilleurs r\u00e9sultats ou qui gagne le plus. Cela ne fonctionne pas comme \u00e7a. Nous parlons de valeurs. Voici, par exemple, une courte liste de quelques valeurs associ\u00e9es \u00e0 la <strong>Formule 1<\/strong>:<\/p>\n<ul>\n<li>La technologie au plus haut niveau<\/li>\n<li>Recherche et d\u00e9veloppement<\/li>\n<li>Internationalit\u00e9<\/li>\n<li>Comp\u00e9titivit\u00e9<\/li>\n<li>Vitesse<\/li>\n<li>L&#8217;excellence<\/li>\n<li>Haute performance<\/li>\n<li>L&#8217;esprit d&#8217;\u00e9quipe<\/li>\n<li>Patrimoine<\/li>\n<li>Glamour<\/li>\n<\/ul>\n<p>Si vous envisagez de <strong>sponsoriser la Formule E<\/strong>, nous avons un certain nombre d&#8217;autres valeurs \u00e0 ajouter, comme par exemple :<\/p>\n<ul>\n<li>Durabilit\u00e9<\/li>\n<li>Progr\u00e8s<\/li>\n<li>Efficacit\u00e9<\/li>\n<li>Pionnier\/pr\u00e9curseur<\/li>\n<li>Technologie avanc\u00e9e<\/li>\n<li>Nouveaux d\u00e9fis<\/li>\n<li>Une vision tourn\u00e9e vers l&#8217;avenir<\/li>\n<\/ul>\n<p>En int\u00e9grant simplement certains de ces \u00e9l\u00e9ments dans la communication d&#8217;entreprise, toute marque peut s&#8217;assurer de construire un plan de communication riche en contenu, pertinent, int\u00e9ressant et actualis\u00e9 pour au moins cinq ans. <strong>D&#8217;ailleurs, pouvez-vous rep\u00e9rer le mot &#8220;gagnant&#8221; dans la liste ? NON<\/strong>. Gagner n&#8217;est pas une valeur, c&#8217;est ce qu&#8217;on pourrait appeler un plus, la cerise sur le g\u00e2teau.<\/p>\n<h2><b><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=\"L'arr\u00eat au stand le plus rapide de McLaren\" width=\"752\" height=\"1168\" \/><\/b><\/h2>\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 la possibilit\u00e9 d&#8217;envoyer \u00e0 tous les employ\u00e9s de l&#8217;entreprise un courrier \u00e9lectronique contenant le record \u00e9tabli par l&#8217;<strong>\u00e9quipe McLaren F1<\/strong> lors de la course du Qatar : un <strong>arr\u00eat au stand en 1,80 seconde<\/strong>. Un record obtenu gr\u00e2ce \u00e0 un travail d&#8217;\u00e9quipe tr\u00e8s fort, fait de tests continus, d&#8217;exercices, d&#8217;attention aux d\u00e9tails, de concentration et de r\u00e9silience.<\/p>\n<p>Regardez cette photo : on voit \u00e0 <strong>peine le conducteur<\/strong>, on voit la voiture et 19 personnes autour d&#8217;elle pour l&#8217;arr\u00eat au stand. 19 personnes sur des milliers d&#8217;employ\u00e9s, travaillant avec les m\u00eames objectifs : donner aux deux pilotes les meilleures chances de succ\u00e8s. Souvent, on ne s&#8217;int\u00e9resse qu&#8217;au pilote et \u00e0 la voiture sur la piste ou sur le podium, mais le travail de l&#8217;\u00e9quipe et de chacun de ses membres est incroyable.<\/p>\n<p>En plus des courses gagn\u00e9es, les partenariats sportifs offrent une visibilit\u00e9, une exposition m\u00e9diatique, un contenu en coulisses, des exp\u00e9riences pour les supporters et un alignement sur les valeurs recherch\u00e9es par les marques. C&#8217;est pourquoi la victoire n&#8217;est pas la seule, ni m\u00eame la plus importante, valeur d\u00e9riv\u00e9e des parrainages sportifs :<\/p>\n<ul>\n<li>Les <strong>victoires sont \u00e9ph\u00e9m\u00e8res et impr\u00e9visibles<\/strong> &#8211; Les \u00e9quipes et les athl\u00e8tes connaissent des cycles de hauts et de bas. Les marques ont besoin d&#8217;une plus grande coh\u00e9rence en termes de valeurs et d&#8217;avantages que la victoire ne le permet. Les partenariats \u00e0 long terme durent au-del\u00e0 des victoires et des d\u00e9faites.<\/li>\n<li>Le <strong>voyage est aussi important que la destination<\/strong>: les fans s&#8217;int\u00e9ressent aux histoires inspirantes d&#8217;engagement, de travail d&#8217;\u00e9quipe, de r\u00e9silience et de pr\u00e9paration qu&#8217;offre le sport, quels que soient les r\u00e9sultats finaux. Ces r\u00e9cits donnent un sens \u00e0 la victoire ou \u00e0 la d\u00e9faite. Le sport permet aux marques de s&#8217;aligner sur des valeurs plus profondes : l&#8217;excellence, le d\u00e9vouement, la communaut\u00e9, le travail d&#8217;\u00e9quipe, etc. Les valeurs transcendent toute victoire ou tout titre. Les marques veulent un capital li\u00e9 \u00e0 des id\u00e9aux qui perdurent.<\/li>\n<li>La <strong>visibilit\u00e9 des partenaires perdure<\/strong> &#8211; La marque appos\u00e9e sur les uniformes, les v\u00e9hicules de l&#8217;\u00e9quipe, les \u00e9quipements et les installations est conserv\u00e9e quel que soit le vainqueur. L&#8217;exposition se poursuit dans les bons comme dans les mauvais moments.<\/li>\n<li>Le <strong>contenu en coulisses cr\u00e9e des affinit\u00e9s<\/strong> &#8211; Le contenu multim\u00e9dia et social mettant en avant les personnalit\u00e9s et l&#8217;aspect humain du sport favorise la cr\u00e9ation de liens. Cela va au-del\u00e0 des victoires et des d\u00e9faites.<\/li>\n<li>L&#8217;<strong>h\u00e9ritage sportif et le patrimoine sont importants<\/strong> &#8211; L&#8217;histoire et les traditions d&#8217;une \u00e9quipe de longue date sont des associations de marques uniques et pr\u00e9cieuses. Ils persistent pendant des g\u00e9n\u00e9rations.<\/li>\n<li>Les <strong>exp\u00e9riences directes avec les fans sont significatives<\/strong> &#8211; l&#8217;hospitalit\u00e9, les \u00e9v\u00e9nements, les tourn\u00e9es et bien d&#8217;autres choses encore stimulent l&#8217;engagement. Les supporters aiment vivre des exp\u00e9riences, que leur \u00e9quipe gagne ou perde ce jour-l\u00e0.<\/li>\n<li>Les <strong>partenariats d&#8217;innovation sont fructueux<\/strong> &#8211; l&#8217;\u00e9quipement, la technologie, l&#8217;analyse et d&#8217;autres \u00e9l\u00e9ments tirent une valeur de la collaboration elle-m\u00eame. Les r\u00e9sultats sur le terrain ne sont pas l&#8217;objectif principal.<br \/>\nPhilanthropie et impact sur la communaut\u00e9 &#8211; Le travail caritatif des \u00e9quipes, des ligues et des athl\u00e8tes fait la diff\u00e9rence tout au long de l&#8217;ann\u00e9e. Cela donne une signification distincte des r\u00e9sultats de la concurrence.<\/li>\n<\/ul>\n<p>Le fait est que si <strong>la victoire est b\u00e9n\u00e9fique<\/strong>, elle n&#8217;est pas le seul facteur, ni m\u00eame le plus important dans de nombreux cas. Les partenariats sportifs devraient se concentrer davantage sur les valeurs partag\u00e9es, la cr\u00e9ation de valeur, les exp\u00e9riences et la visibilit\u00e9, des domaines qui produisent des b\u00e9n\u00e9fices ind\u00e9pendamment de la personne qui arrive en premier.<\/p>\n<p>Bien entendu, lorsque l&#8217;\u00e9quipe ou l&#8217;athl\u00e8te gagne, un lien \u00e9motionnel suppl\u00e9mentaire est cr\u00e9\u00e9. En tant que sponsor, pouvoir partager ce moment et c\u00e9l\u00e9brer le r\u00e9sultat est la &#8220;cerise sur le g\u00e2teau&#8221; qui accompagne la victoire. Mais il ne peut s&#8217;agir de l&#8217;attente principale.<\/p>\n<h2>Parrainer intelligemment, pas durement<\/h2>\n<p>Les <strong>sponsors<\/strong> et les sports <strong>intelligents<\/strong> structurent les partenariats non pas sur la base des victoires et des d\u00e9faites, mais sur la base des exp\u00e9riences qu&#8217;ils peuvent offrir aux marques, de l&#8217;acc\u00e8s, de l&#8217;implication, de la sensibilisation et de la pr\u00e9sentation des valeurs. Ces \u00e9l\u00e9ments permettent d&#8217;obtenir un rendement solide, que l&#8217;\u00e9quipe termine premi\u00e8re ou derni\u00e8re.<\/p>\n<p>En fin de compte, les marques ne peuvent pas compter sur la victoire. Mais en se concentrant sur les nombreux autres avantages du parrainage sportif, il est possible d&#8217;\u00e9tablir des partenariats productifs, m\u00eame sans l&#8217;excitation de la premi\u00e8re place. Les victoires viendront et elles seront la cerise sur le g\u00e2teau. Mais ce n&#8217;est pas le g\u00e2teau lui-m\u00eame qui alimente un partenariat \u00e0 long terme.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Si vous \u00eates pr\u00eat \u00e0 investir dans un sponsoring sportif uniquement pour gagner et donner de la visibilit\u00e9 \u00e0 votre marque, vous commettez une grave erreur. La visibilit\u00e9 est l&#8217;un des nombreux avantages qu&#8217;une entreprise ou une marque peut retirer d&#8217;une collaboration avec une organisation sportive, mais ce n&#8217;est pas le seul. Lorsque nous parlons [&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":[20129,20137],"tags":[],"class_list":["post-241710","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formule-1","category-formule-1-fr"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Dans le marketing sportif, la victoire n&#039;est pas une valeur, ni un avantage marketing.<\/title>\n<meta name=\"description\" content=\"Si vous \u00eates pr\u00eat \u00e0 investir dans un parrainage sportif uniquement parce que vous voulez gagner, vous commettez une grave erreur.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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