{"id":243149,"date":"2024-04-25T14:27:19","date_gmt":"2024-04-25T12:27:19","guid":{"rendered":"https:\/\/rtrsports.com\/ferrari-f1-sponsor-en-titre-avec-hp-bleu-innovation-demain\/"},"modified":"2025-05-29T16:23:29","modified_gmt":"2025-05-29T14:23:29","slug":"ferrari-f1-sponsor-en-titre-avec-hp-bleu-innovation-demain","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/ferrari-sponsorship-hp\/","title":{"rendered":"Ferrari F1, sponsor en titre avec HP : bleu, innovation, demain"},"content":{"rendered":"

Bien plus qu’un parrainage en titre<\/a>, l’accord de partenariat entre la Scuderia Ferrari et HP<\/strong> <\/a>est une nouvelle pi\u00e8ce d’un puzzle marketing que le cheval cabr\u00e9 construit avec soin et pr\u00e9cision depuis un certain temps. Le g\u00e9ant de la technologie -HP est le deuxi\u00e8me producteur mondial d’ordinateurs personnels – appara\u00eetra sur la voiture de Maranello \u00e0 partir du Grand Prix de Miami<\/strong> et restera le sponsor titre de la Scuderia pendant au moins deux ans, \u00e0 des chiffres de march\u00e9 qui n’ont pas \u00e9t\u00e9 divulgu\u00e9s mais qui sont certainement multimillionnaires. L’accord concerne \u00e9galement, sans surprise, l’Esport Team et la voiture pilot\u00e9e par Maya Weug dans le cadre de la F1 Academy : deux atouts en mati\u00e8re de communication que l’entreprise de Palo Alto ne voulait pas perdre.<\/p>\n

Parrainage du titre<\/h2>\n

La Scuderia n’avait plus de sponsor titre depuis Mission Winnow<\/strong>, l’initiative de marketing et de communication mise en place par le partenaire historique Philip Morris qui contournait – bien que partiellement – la r\u00e9glementation sur le sponsoring du tabac. Gr\u00e2ce \u00e0 l’accord actuel, Ferrari courra sous le nom de Scuderia Ferrari HP<\/strong>, un nom qui n’a pas manqu\u00e9 de susciter la curiosit\u00e9, l’int\u00e9r\u00eat et les louanges de plusieurs communaut\u00e9s en ligne, qui n’h\u00e9sitent pas \u00e0 souligner que “HP”, en plus d’\u00eatre un acronyme de “Hewlett-Packard”, est plus connu dans le monde de la course comme une abr\u00e9viation de ” Horse Power<\/strong>“, une unit\u00e9 de mesure de la performance des moteurs.<\/p>\n

Le rouge et le bleu<\/h2>\n

Il y a quelques temps, Ferrari avait d\u00e9j\u00e0 annonc\u00e9 son intention de courir \u00e0 Miami<\/strong> avec une nouvelle livr\u00e9e bleue<\/strong>, montrant m\u00eame en avant-premi\u00e8re les magnifiques combinaisons bleues cr\u00e9\u00e9es pour l’occasion pour LeClerc, Sainz et toute l’\u00e9quipe. Le bleu clair, lit-on dans certaines notes de presse qui ont circul\u00e9 ces derniers jours, \u00e9tait l’une des couleurs pr\u00e9f\u00e9r\u00e9es d’Enzo Ferrari<\/strong> (le Drake, \u00e0 vrai dire, a re\u00e7u les pr\u00e9f\u00e9rences de couleur les plus h\u00e9t\u00e9rog\u00e8nes au cours des 30 derni\u00e8res ann\u00e9es pour justifier plus ou moins n’importe quel mouvement de marketing), ainsi qu’une couleur historique de la Scuderia qui a couru avec Surtees, Amon<\/strong> et Bandini<\/strong> dans les ann\u00e9es 1960.<\/p>\n

Sans vouloir \u00eatre malveillant, la couleur bleue choisie pour Miami prend une signification particuli\u00e8re au lendemain de l’annonce du partenariat entre Ferrari et HP, dont le logo est d’ailleurs bleu. Sur le circuit de Floride, les deux voitures de Maranello arboreront pour la premi\u00e8re fois le grand logo HP sur une livr\u00e9e bleue qui deviendra un classique instantan\u00e9 pour le monde du marketing sportif et une opportunit\u00e9 de relations publiques et de photos \u00e0 ne pas manquer.<\/p>\n

Innovation, durabilit\u00e9 et importance d’un partenariat en Formule 1<\/h2>\n

Innovation, durabilit\u00e9, passion et recherche<\/strong> sont les mots qui reviennent dans les communiqu\u00e9s de presse lan\u00e7ant le partenariat, comme il se doit et naturellement. Dans un monde de haute technologie comme la Formule 1, un fabricant d’ordinateurs est parfaitement positionn\u00e9 et repr\u00e9sent\u00e9. Tr\u00e8s probablement, bien que ce ne soit pas l’objet de l’accord, HP deviendra \u00e9galement un alli\u00e9 important de Maranello sur tout le front de l’\u00e9quipement technique, du d\u00e9veloppement de logiciels et de l’innovation en g\u00e9n\u00e9ral. La durabilit\u00e9 – un th\u00e8me tr\u00e8s cher \u00e0 la fois \u00e0 la technologie et \u00e0 l’automobile et sur lequel les deux industries subissent de fortes pressions – est \u00e9galement un \u00e9l\u00e9ment cl\u00e9 de ce parrainage, selon l’entreprise.<\/p>\n

Cependant, et pour \u00eatre clair, il est impossible de ne pas mettre l’extraordinaire centralit\u00e9 de la Formule 1<\/strong> dans l’ar\u00e8ne du marketing moderne et de la popularit\u00e9 mondiale parmi les “raisons” de cet accord. Le cirque est en effet une plateforme de communication extraordinaire – comme les Jeux olympiques et tr\u00e8s peu d’autres manifestations dans le monde – \u00e0 laquelle les marques ne peuvent pas se permettre de ne pas s’associer. \u00c0 cet \u00e9gard, Ferrari est certainement et a toujours \u00e9t\u00e9 le joyau le plus brillant de la couronne, si ce n’est sur les circuits de course, du moins en termes de marketing.<\/p>\n

Lewis HP<\/h2>\n

Enfin, il ne faut pas oublier l’\u00e9l\u00e9ment Hamilton<\/strong>. Annonc\u00e9 aux c\u00f4t\u00e9s de Charles LeClerc<\/strong> \u00e0 partir de la saison prochaine, le Britannique est non seulement l’un des pilotes les plus titr\u00e9s de la Formule 1, mais aussi l’un des plus suivis au monde. Sa signature, qui a fait grimper en fl\u00e8che le cours de l’action Cavallino, a des r\u00e9percussions plus marketing que sportives, gr\u00e2ce notamment \u00e0 l’activisme d\u00e9termin\u00e9 du pilote sur plusieurs des causes les plus br\u00fblantes de ces derni\u00e8res ann\u00e9es. Hamilton sera sans aucun doute au centre de l’attention, entra\u00eenant avec lui tout le monde de Ferrari, sponsors compris. Il ne faut pas non plus sous-estimer ce point.<\/p>\n","protected":false},"excerpt":{"rendered":"

Bien plus qu’un parrainage en titre, l’accord de partenariat entre la Scuderia Ferrari et HP est une nouvelle pi\u00e8ce d’un puzzle marketing que le cheval cabr\u00e9 construit avec soin et pr\u00e9cision depuis un certain temps. Le g\u00e9ant de la technologie -HP est le deuxi\u00e8me producteur mondial d’ordinateurs personnels – appara\u00eetra sur la voiture de Maranello […]<\/p>\n","protected":false},"author":2,"featured_media":197647,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20137],"tags":[],"class_list":["post-243149","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formule-1-fr"],"acf":[],"contentshake_article_id":"","yoast_head":"\nFerrari F1, sponsor en titre avec HP : bleu, innovation, demain<\/title>\n<meta name=\"description\" content=\"Le partenariat entre la Scuderia Ferrari et HP est une nouvelle pi\u00e8ce du puzzle marketing que le cheval cabr\u00e9 construit avec soin.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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