{"id":243635,"date":"2024-07-05T07:38:04","date_gmt":"2024-07-05T05:38:04","guid":{"rendered":"https:\/\/rtrsports.com\/quels-sont-les-4-p-du-marketing-sportif\/"},"modified":"2026-10-22T18:21:55","modified_gmt":"2026-10-22T16:21:55","slug":"quels-sont-les-4-p-du-marketing-sportif","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/quels-sont-les-4-p-du-marketing-sportif\/","title":{"rendered":"Les 4P du marketing sportif : comment ils changent du c\u00f4t\u00e9 du sponsor"},"content":{"rendered":"<p>Produit, prix, distribution, promotion. Les 4P sont n\u00e9s en 1960, dans le manuel <em>Basic Marketing: A Managerial Approach<\/em> d&#8217;E. Jerome McCarthy, et depuis ils font partie des premiers sch\u00e9mas \u00e9tudi\u00e9s dans un cours de marketing. Quand on parle des 4P du marketing sportif, on les explique g\u00e9n\u00e9ralement du point de vue de ceux qui vendent le sport : le club, la ligue, l&#8217;organisateur d&#8217;un \u00e9v\u00e9nement. Le produit, c&#8217;est le match ; le prix, c&#8217;est le billet ; la distribution, c&#8217;est le stade ou la plateforme qui diffuse la course.<\/p>\n<p>C&#8217;est une lecture juste, mais ce n&#8217;est que la moiti\u00e9 du tableau. \u00c0 mon avis, pour une entreprise qui \u00e9value un sponsoring, ces m\u00eames quatre P doivent \u00eatre lus depuis l&#8217;autre c\u00f4t\u00e9 de la table : non pas comment on vend le sport, mais comment on utilise le sport pour vendre autre chose. Les lettres restent quatre. Ce qui change, c&#8217;est ce qu&#8217;elles contiennent.<\/p>\n<h2>D&#8217;o\u00f9 viennent les 4P<\/h2>\n<p>L&#8217;expression marketing mix est de <strong>Neil Borden<\/strong>, professeur \u00e0 la Harvard Business School, qui l&#8217;utilisait d\u00e9j\u00e0 dans ses cours \u00e0 la fin des ann\u00e9es 1940, inspir\u00e9 par son coll\u00e8gue James Culliton et par son image du dirigeant comme m\u00e9langeur d&#8217;ingr\u00e9dients. Borden en \u00e9num\u00e9rait une douzaine ; en 1960, <strong>McCarthy<\/strong> les a regroup\u00e9s en quatre familles : product, price, place, promotion. En 1964, Borden a retrac\u00e9 l&#8217;histoire du concept dans l&#8217;article <em>The Concept of the Marketing Mix<\/em>. En 1981, <strong>Bernard Booms et Mary Jo Bitner<\/strong> ont ajout\u00e9 trois P pens\u00e9s pour les services : le personnel, les processus et les preuves physiques.<\/p>\n<p>Dans le sport, l&#8217;un des manuels de r\u00e9f\u00e9rence est <em>Sport Marketing<\/em> de Bernard Mullin, Stephen Hardy et William Sutton (premi\u00e8re \u00e9dition en 1993), qui compte cinq P : aux quatre classiques, il ajoute les relations publiques. J&#8217;y reviendrai plus loin, car c&#8217;est le P qui explique le mieux la diff\u00e9rence entre le sport et n&#8217;importe quel autre m\u00e9dia.<\/p>\n<h2>Les 4P du c\u00f4t\u00e9 de ceux qui vendent le sport<\/h2>\n<ul>\n<li><strong>Produit<\/strong> : l&#8217;\u00e9v\u00e9nement, l&#8217;\u00e9quipe, l&#8217;exp\u00e9rience en tribune et devant l&#8217;\u00e9cran, le merchandising, les contenus num\u00e9riques.<\/li>\n<li><strong>Prix<\/strong> : billets, abonnements, offres d&#8217;hospitality, le co\u00fbt pour suivre la course \u00e0 la t\u00e9l\u00e9vision ou en streaming.<\/li>\n<li><strong>Place (distribution)<\/strong> : o\u00f9 et comment le produit atteint le public, c&#8217;est-\u00e0-dire l&#8217;enceinte, le calendrier, les canaux de diffusion.<\/li>\n<li><strong>Promotion<\/strong> : publicit\u00e9, r\u00e9seaux sociaux, campagnes et initiatives pour remplir les tribunes et faire grandir la base de supporters.<\/li>\n<\/ul>\n<p>C&#8217;est la perspective du marketing du sport. La diff\u00e9rence avec le marketing par le sport, celui que pratiquent les entreprises lorsqu&#8217;elles sponsorisent, nous l&#8217;avons expliqu\u00e9e dans l&#8217;article sur les <a href=\"https:\/\/rtrsports.com\/fr\/blog\/sports-marketing-types-marketing-du-sport-et-marketing-par-le-sport\/\">types de marketing sportif<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-361126\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2026\/10\/1884574.jpg\" alt=\"Supporters avec leurs \u00e9charpes en tribune pendant un match dans un stade plein\" width=\"1600\" height=\"1067\" srcset=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2026\/10\/1884574.jpg 1600w, https:\/\/rtrsports.com\/wp-content\/uploads\/2026\/10\/1884574-300x200.jpg 300w, https:\/\/rtrsports.com\/wp-content\/uploads\/2026\/10\/1884574-600x400.jpg 600w, https:\/\/rtrsports.com\/wp-content\/uploads\/2026\/10\/1884574-768x512.jpg 768w, https:\/\/rtrsports.com\/wp-content\/uploads\/2026\/10\/1884574-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/p>\n<h2>Les 4P du c\u00f4t\u00e9 de la marque qui sponsorise<\/h2>\n<p>Ici, les m\u00eames lettres deviennent quatre questions diff\u00e9rentes. C&#8217;est le c\u00f4t\u00e9 de la table o\u00f9 s&#8217;assoient les entreprises avec lesquelles nous travaillons, et en plus de trente ans de sponsoring, j&#8217;ai vu beaucoup d&#8217;erreurs na\u00eetre pr\u00e9cis\u00e9ment de la confusion entre les deux c\u00f4t\u00e9s.<\/p>\n<h3>1. Produit : ce que l&#8217;on ach\u00e8te vraiment<\/h3>\n<p>Pour un sponsor, le produit n&#8217;est pas la course. Ce sont les droits : l&#8217;espace sur la moto ou la monoplace, le statut de partenaire officiel, l&#8217;utilisation de noms et d&#8217;images, l&#8217;hospitality, l&#8217;acc\u00e8s au paddock, l&#8217;exclusivit\u00e9 de cat\u00e9gorie. Deux contrats avec le m\u00eame logo au m\u00eame endroit du car\u00e9nage peuvent valoir des choses tr\u00e8s diff\u00e9rentes, selon ce qui est \u00e9crit derri\u00e8re.<\/p>\n<h3>2. Prix : le montant du contrat n&#8217;est pas le co\u00fbt<\/h3>\n<p>Le prix d&#8217;un sponsoring a deux composantes : la redevance pour les droits et le budget pour les activer. La property encaisse la redevance ; la marque d\u00e9pense le budget pour transformer les droits en r\u00e9sultats, entre \u00e9v\u00e9nements, contenus, hospitality et campagnes. D&#8217;apr\u00e8s mon exp\u00e9rience, ceux qui ne budg\u00e8tent que la redevance se retrouvent avec le logo et sans les moyens de l&#8217;utiliser. Le poids du budget d&#8217;activation d\u00e9pend des objectifs, et c&#8217;est l&#8217;une des d\u00e9cisions dont nous parlons dans le guide sur le <a href=\"https:\/\/rtrsports.com\/fr\/blog\/strategic-sports-marketing\/\">marketing sportif strat\u00e9gique<\/a>.<\/p>\n<h3>3. Place : le championnat est un canal de distribution<\/h3>\n<p>Pour un club, la distribution, c&#8217;est le stade. Pour une marque, c&#8217;est le public que le championnat emm\u00e8ne avec lui, et l&#8217;endroit o\u00f9 il l&#8217;emm\u00e8ne. Chaque championnat a un calendrier, c&#8217;est-\u00e0-dire une carte de march\u00e9s : choisir le MotoGP, la Formule 1 ou le WEC, c&#8217;est choisir dans quels pays, devant quelles personnes et \u00e0 quelles semaines de l&#8217;ann\u00e9e \u00eatre pr\u00e9sent. Avant de se demander combien co\u00fbte un championnat, mieux vaut se demander s&#8217;il passe par les march\u00e9s o\u00f9 l&#8217;entreprise vend.<\/p>\n<h3>4. Promotion : l&#8217;activation<\/h3>\n<p>Pour une \u00e9quipe, la promotion sert \u00e0 vendre des billets. Pour un sponsor, la promotion, c&#8217;est l&#8217;activation : tout ce que l&#8217;entreprise fait avec les droits qu&#8217;elle a achet\u00e9s, des invitations aux clients aux campagnes avec les pilotes, des contenus pour les r\u00e9seaux sociaux aux op\u00e9rations en points de vente. Sans activation, un sponsoring est un autocollant vide sur une moto. Avec l&#8217;activation, il devient un outil commercial.<\/p>\n<h2>Le cinqui\u00e8me P : les relations publiques<\/h2>\n<p>Mullin, Hardy et Sutton ajoutent les relations publiques comme cinqui\u00e8me levier, et quiconque travaille dans le paddock en comprend tout de suite le poids : le sport produit ses propres nouvelles. Une course g\u00e9n\u00e8re des r\u00e9cits avant, pendant et apr\u00e8s, et une entreprise qui en fait partie entre dans ce flux sans acheter chaque espace. \u00c0 mon avis, pour une marque B2B, c&#8217;est souvent le P le plus pr\u00e9cieux, car une histoire racont\u00e9e par d&#8217;autres convainc davantage qu&#8217;une annonce pay\u00e9e.<\/p>\n<p>Les 4P, ou 5, ne doivent pas \u00eatre confondus avec les domaines qui structurent le marketing sportif, que nous avons d\u00e9crits dans la matrice des <a href=\"https:\/\/rtrsports.com\/fr\/blog\/les-4-macro-domaines-du-marketing-sportif\/\">4 macro-domaines du marketing sportif<\/a>. Les premiers sont les leviers d&#8217;une d\u00e9cision ; les seconds disent dans quel contexte on la prend.<\/p>\n<h2>Trois erreurs que je vois le plus souvent<\/h2>\n<p><strong>Premi\u00e8rement, lire les 4P du mauvais c\u00f4t\u00e9.<\/strong> Une entreprise qui \u00e9value un sponsoring avec les outils de ceux qui vendent des billets finit par mesurer les mauvaises choses : combien de personnes \u00e9taient pr\u00e9sentes, au lieu de combien \u00e9taient pertinentes pour elle.<\/p>\n<p><strong>Deuxi\u00e8mement, confondre le prix avec la redevance.<\/strong> Le montant des droits est le d\u00e9but de la d\u00e9pense, pas la d\u00e9pense. Le budget d&#8217;activation doit \u00eatre d\u00e9cid\u00e9 en m\u00eame temps que les droits, pas apr\u00e8s.<\/p>\n<p><strong>Troisi\u00e8mement, mesurer la promotion en exposition.<\/strong> La valeur m\u00e9dia sert \u00e0 comparer deux offres, pas \u00e0 prouver un retour. Le retour se mesure \u00e0 l&#8217;aune de ce que l&#8217;entreprise veut obtenir : contacts, contrats, ventes.<\/p>\n<h2>Dans quel ordre les lire<\/h2>\n<p>Mon conseil est de lire les quatre P dans un ordre diff\u00e9rent de celui du manuel. D&#8217;abord la distribution, parce qu&#8217;elle dit si le public qui compte est l\u00e0. Ensuite la promotion, parce qu&#8217;elle dit ce que l&#8217;on fera des droits. Puis le produit, c&#8217;est-\u00e0-dire les droits r\u00e9ellement n\u00e9cessaires pour le faire. Le prix en dernier. Ceux qui partent du prix ont tendance \u00e0 acheter ce qui co\u00fbte le moins, pas ce dont ils ont besoin.<\/p>\n<p>Si vous \u00e9valuez avec qui mener ce travail, nous avons mis par \u00e9crit les crit\u00e8res qui comptent dans le guide sur <a href=\"https:\/\/rtrsports.com\/fr\/blog\/guide-pour-choisir-une-agence-de-marketing-sportif\/\">comment choisir une agence de marketing sportif<\/a>.<\/p>\n<p>Les 4P sont les m\u00eames pour tout le monde. Le c\u00f4t\u00e9 de la table, non.<\/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 4P du marketing 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>Quels sont les 4P du marketing 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>Produit, prix, place (distribution) et promotion. Pour ceux qui vendent le sport, ce sont l&#8217;\u00e9v\u00e9nement, le billet, l&#8217;enceinte ou le canal de diffusion et les campagnes destin\u00e9es au public. Dans la lecture que nous proposons, du c\u00f4t\u00e9 de ceux qui sponsorisent, ils deviennent les droits achet\u00e9s, la redevance plus le budget d&#8217;activation, les march\u00e9s atteints par le championnat et l&#8217;activation.<\/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>Qui a invent\u00e9 les 4P du marketing ?<\/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>E. Jerome McCarthy les a propos\u00e9s en 1960, dans le manuel Basic Marketing, en regroupant en quatre familles les ingr\u00e9dients du marketing mix. L&#8217;expression marketing mix est due \u00e0 Neil Borden, professeur \u00e0 la Harvard Business School, qui l&#8217;utilisait depuis la fin des ann\u00e9es 1940 et en a retrac\u00e9 l&#8217;histoire dans l&#8217;article The Concept of the Marketing Mix en 1964.<\/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>Quel est le cinqui\u00e8me P du marketing 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>Les relations publiques, que le manuel Sport Marketing de Bernard Mullin, Stephen Hardy et William Sutton ajoute aux quatre classiques. Dans le sport, elles p\u00e8sent lourd, car les courses g\u00e9n\u00e8rent \u00e0 elles seules des nouvelles et une couverture m\u00e9diatique dont peuvent profiter ceux qui y participent.<\/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>Quelle diff\u00e9rence entre le marketing du sport et le marketing par le sport ?<\/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>Le marketing du sport est celui de ceux qui vendent le sport : clubs, ligues et organisateurs qui promeuvent des \u00e9v\u00e9nements, des billets et des contenus. Le marketing par le sport est celui des entreprises qui utilisent le sport, par exemple avec un sponsoring, pour promouvoir leurs propres produits et leur 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>Comment appliquer les 4P \u00e0 un sponsoring ?<\/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>Dans la lecture que nous proposons, le produit, ce sont les droits achet\u00e9s ; le prix, c&#8217;est la redevance plus le budget pour les activer ; la distribution, c&#8217;est le public et les march\u00e9s que le championnat atteint ; la promotion, c&#8217;est l&#8217;activation, c&#8217;est-\u00e0-dire ce que l&#8217;entreprise fait avec les droits, des invitations aux clients jusqu&#8217;aux contenus.<\/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>Que sont les 7P du marketing ?<\/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>C&#8217;est l&#8217;extension des 4P propos\u00e9e en 1981 par Bernard Booms et Mary Jo Bitner pour le marketing des services : au produit, au prix, \u00e0 la distribution et \u00e0 la promotion s&#8217;ajoutent le personnel, les processus et les preuves physiques.<\/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>Produit, prix, distribution, promotion. Les 4P sont n\u00e9s en 1960, dans le manuel Basic Marketing: A Managerial Approach d&#8217;E. Jerome McCarthy, et depuis ils font partie des premiers sch\u00e9mas \u00e9tudi\u00e9s dans un cours de marketing. Quand on parle des 4P du marketing sportif, on les explique g\u00e9n\u00e9ralement du point de vue de ceux qui vendent [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":198713,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20131,20130],"tags":[],"class_list":["post-243635","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 v28.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Les 4P du marketing sportif : le c\u00f4t\u00e9 du sponsor<\/title>\n<meta name=\"description\" content=\"Les 4P du marketing sportif vus des deux c\u00f4t\u00e9s de la table : ceux qui vendent le sport et la marque qui sponsorise. 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