{"id":280355,"date":"2025-04-15T08:28:21","date_gmt":"2025-04-15T06:28:21","guid":{"rendered":"https:\/\/rtrsports.com\/en-quoi-lactivation-du-parrainage-differe-t-elle-des-droits-de-parrainage\/"},"modified":"2025-04-18T10:57:49","modified_gmt":"2025-04-18T08:57:49","slug":"en-quoi-lactivation-du-parrainage-differe-t-elle-des-droits-de-parrainage","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/en-quoi-lactivation-du-parrainage-differe-t-elle-des-droits-de-parrainage\/","title":{"rendered":"En quoi l&#8217;activation du parrainage diff\u00e8re-t-elle des droits de parrainage ?"},"content":{"rendered":"<p>Lorsque nous parlons de <a href=\"https:\/\/rtrsports.com\/en\/motorsports-motogp-sponsorship-agency\/\"><strong>programmes de parrainage sportif<\/strong><\/a> et des <strong>droits de parrainage<\/strong> (et en particulier de <strong>l&#8217;activation du parrainage<\/strong>), nous rencontrons souvent des doutes et une certaine confusion. Quelle est la diff\u00e9rence entre les droits de sponsoring et l&#8217;activation du sponsoring ? Ne s&#8217;agit-il pas de la m\u00eame chose ?<\/p>\n<p>Essayons de clarifier et d&#8217;expliquer, de mani\u00e8re simple, comment non seulement ils ne sont pas la m\u00eame chose, mais comment l&#8217;un n\u00e9cessite l&#8217;autre pour exister.<\/p>\n<h2>Droits de parrainage<\/h2>\n<p>Commen\u00e7ons par le commencement : lorsqu&#8217;une personne, par exemple une entreprise, signe un <strong>accord de parrainage<\/strong> avec une \u00e9quipe, un \u00e9v\u00e9nement ou un t\u00e9moignage, elle acquiert le droit d&#8217;utiliser et d&#8217;exploiter l&#8217;image de l&#8217;\u00e9quipe<strong>(droits de parrainage<\/strong>). Qu&#8217;est-ce que cela signifie ? Cela signifie que l&#8217;entreprise peut utiliser le nom, la notori\u00e9t\u00e9 et l&#8217;image du sujet sponsoris\u00e9 pour ses activit\u00e9s de marketing et de communication.<\/p>\n<p>Un exemple simple : mon entreprise souhaite devenir le<strong> sponsor d&#8217;une \u00e9quipe de MotoGP<\/strong>. Je peux investir un certain budget dans le projet et je n\u00e9gocie avec l&#8217;\u00e9quipe, par le biais d&#8217;un contrat, les droits de marketing que je peux obtenir avec ce budget. Les droits de marketing varient g\u00e9n\u00e9ralement en fonction du budget investi, mais en g\u00e9n\u00e9ral, on peut dire que, par exemple, le sponsor peut acqu\u00e9rir ces opportunit\u00e9s :<\/p>\n<ul>\n<li>d&#8217;utiliser l&#8217;image de l&#8217;\u00e9quipe et du coureur dans leurs activit\u00e9s de communication : par exemple dans les campagnes publicitaires, sur les m\u00e9dias sociaux, les catalogues, les bulletins d&#8217;information et tout le mat\u00e9riel de marketing<\/li>\n<li>d&#8217;utiliser le label &#8220;sponsor en titre&#8221;, &#8220;sponsor principal&#8221;, &#8220;sponsor officiel&#8221; ou &#8220;partenaire officiel&#8221; (en fonction du budget investi) dans leurs activit\u00e9s de communication, sur les m\u00e9dias sociaux, sur leur emballage<\/li>\n<li>de faire figurer leur logo sur les motos et les cuirs ainsi que sur les supports de communication de l&#8217;\u00e9quipe<\/li>\n<li>pouvoir utiliser des contenus sp\u00e9ciaux et uniques et les partager par le biais de leurs propres canaux de communication<\/li>\n<li>cr\u00e9er du contenu ad hoc en utilisant l&#8217;\u00e9quipe et les coureurs (appels zoom avec les employ\u00e9s ou les clients)<\/li>\n<li>de mettre le(s) coureur(s) \u00e0 disposition pour des activit\u00e9s promotionnelles, des \u00e9v\u00e9nements, des pr\u00e9sentations ou des programmes d&#8217;incitation<\/li>\n<li>disposer d&#8217;un nombre variable de laissez-passer pour les clients et les parties prenantes<\/li>\n<\/ul>\n<p>Et bien d&#8217;autres encore : il ne s&#8217;agit l\u00e0 que de quelques exemples de droits de parrainage qu&#8217;un sponsor peut acqu\u00e9rir et qui peuvent \u00eatre utilis\u00e9s pendant toute la dur\u00e9e du contrat de parrainage, ce qui permet aux sponsors de communiquer sur le partenariat \u00e0 des fins commerciales. Il en va de m\u00eame lorsqu&#8217;une entreprise parraine un athl\u00e8te, un championnat ou un \u00e9v\u00e9nement unique. Les droits de parrainage me donnent la possibilit\u00e9 de communiquer sur le parrainage et donc d&#8217;associer mon entreprise \u00e0 l&#8217;entit\u00e9 sportive, partageant ainsi ses valeurs, ses objectifs et sa notori\u00e9t\u00e9. Je rejoins l&#8217;\u00e9quipe MotoGP parce que les valeurs d&#8217;excellence, de technologie, de vitesse, de recherche et d&#8217;innovation sont aussi les miennes et que je veux les communiquer avec force \u00e0 ma cible.<\/p>\n<h2>Activation du parrainage<\/h2>\n<p>C&#8217;est l\u00e0 qu&#8217;intervient <strong>l&#8217;activation du parrainage <\/strong>: l&#8217;ensemble des activit\u00e9s qu&#8217;une entreprise ou son <strong>agence de parrainage sportif<\/strong> programment et planifient pour promouvoir leurs produits en tirant parti du parrainage en place. Il s&#8217;agit donc d&#8217;activit\u00e9s suppl\u00e9mentaires qui peuvent \u00eatre organis\u00e9es pr\u00e9cis\u00e9ment parce que, en tant que sponsor, les droits de sponsoring ont \u00e9t\u00e9 acquis. Ces activit\u00e9s sont con\u00e7ues ad hoc pour ou par chaque entreprise sp\u00e9cifique sur la base d&#8217;objectifs marketing et commerciaux et peuvent donc \u00eatre de diff\u00e9rents types.<\/p>\n<p>Quelques exemples d&#8217;activation de parrainage :<\/p>\n<ul>\n<li><strong>Promotions<\/strong> visant directement le consommateur : achetez mon produit et participez au tirage au sort de prix li\u00e9s \u00e0 l&#8217;\u00e9quipe MotoGP, ou gagnez une journ\u00e9e avec votre pilote pr\u00e9f\u00e9r\u00e9.<\/li>\n<li>Promotions et programmes d&#8217;incitation destin\u00e9s \u00e0 la force de vente : lorsque l&#8217;objectif de vente est atteint, <a href=\"https:\/\/rtrsports.com\/fr\/motogp-hospitality\/\"><strong>vous \u00eates invit\u00e9 au Grand Prix \u00e0 domicile<\/strong><\/a> ou gagnez la journ\u00e9e des coureurs dans votre magasin pour des autographes et des photos.<\/li>\n<li>Toutes les activit\u00e9s promotionnelles v\u00e9hicul\u00e9es par les m\u00e9dias sociaux<\/li>\n<li>Toutes les activit\u00e9s de motivation internes : utilisation de l&#8217;\u00e9quipe MotoGP pour cr\u00e9er un esprit d&#8217;\u00e9quipe<\/li>\n<\/ul>\n<p>La limite est alors le ciel : il vous suffit d&#8217;\u00eatre vraiment cr\u00e9atif et de faire de votre mieux pour trouver <strong>autant d&#8217;activit\u00e9s que possible<\/strong> pour atteindre vos clients et tirer le meilleur parti des droits de parrainage que vous avez acquis. Un <strong>programme de parrainage sportif<\/strong> ne fonctionne pas tout seul, il doit \u00eatre exploit\u00e9 pour aider votre entreprise \u00e0 atteindre ses objectifs.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lorsque nous parlons de programmes de parrainage sportif et des droits de parrainage (et en particulier de l&#8217;activation du parrainage), nous rencontrons souvent des doutes et une certaine confusion. Quelle est la diff\u00e9rence entre les droits de sponsoring et l&#8217;activation du sponsoring ? Ne s&#8217;agit-il pas de la m\u00eame chose ? Essayons de clarifier et [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":191984,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20131,20130,20135],"tags":[],"class_list":["post-280355","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportif-fr","category-parrainage-sportif","category-sports-mecaniques"],"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>En quoi l&#039;activation du parrainage diff\u00e8re-t-elle des droits de parrainage ?<\/title>\n<meta name=\"description\" content=\"Essayons d&#039;expliquer, de mani\u00e8re simple, comment non seulement ils ne sont pas la m\u00eame chose, mais comment l&#039;un n\u00e9cessite l&#039;autre pour 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