{"id":286112,"date":"2025-06-10T17:16:14","date_gmt":"2025-06-10T15:16:14","guid":{"rendered":"https:\/\/rtrsports.com\/depenses-mondiales-de-sponsoring-sportif\/"},"modified":"2025-07-04T13:48:06","modified_gmt":"2025-07-04T11:48:06","slug":"depenses-mondiales-de-sponsoring-sportif","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/sports-sponsorship-data\/","title":{"rendered":"D\u00e9penses mondiales de sponsoring sportif"},"content":{"rendered":"

D\u00e9penses de sponsoring sportif<\/b><\/span><\/h2>\n

Nous approchons \u00e0 grands pas de la fin de l’ann\u00e9e, et les donn\u00e9es pr\u00e9visionnelles concernant les d\u00e9penses<\/strong> totales de sponsoring au niveau mondial en 2017<\/strong> ont atteint le chiffre stup\u00e9fiant de 62,8 milliards de dollars, avec une augmentation de 4,45 % d’une ann\u00e9e sur l’autre. <\/span><\/p>\n

Ces donn\u00e9es sont impressionnantes si on les compare \u00e0 ce qui se passe dans le domaine de la publicit\u00e9 traditionnelle. <\/span><\/p>\n

\"d\u00e9penses<\/p>\n

Image par Statista<\/p>\n

L‘ann\u00e9e 2017 a enregistr\u00e9 pour les diff\u00e9rents m\u00e9dias une stagnation ou une l\u00e9g\u00e8re baisse \u00e0<\/strong> l’exception du num\u00e9rique en g\u00e9n\u00e9ral (qui a d\u00e9pass\u00e9 les publicit\u00e9s t\u00e9l\u00e9vis\u00e9es) et de la publicit\u00e9 mobile qui a enregistr\u00e9 une bonne augmentation. Le secteur dans son ensemble a affich\u00e9, gr\u00e2ce au num\u00e9rique, une croissance robuste. <\/span><\/p>\n

\"donn\u00e9es<\/p>\n

Image par Zenith<\/p>\n

Pourquoi le parrainage sportif ?<\/b><\/span><\/h2>\n

Pourquoi ?<\/strong> C’est la question que devrait se poser toute personne en charge d’un budget de marketing et de communication. Pourquoi les entreprises les plus connues au monde<\/strong>, celles qui n’ont pas besoin de notori\u00e9t\u00e9, celles qui sont synonymes d’une cat\u00e9gorie de produits (par exemple, Coca-Cola, McDonald’s, P&G, Budweiser, Heineken, Telef\u00f3nica, Yokohama, Pirelli, Rolex, Mastercard, PlayStation, Verizon, UniCredit, Gazprom, Qatar Airways, Turkish Airways et DHL, pour n’en citer que quelques-unes), sont-elles fortement impliqu\u00e9es dans le secteur ?<\/strong> Pourquoi des entreprises si diff\u00e9rentes, avec des objectifs diff\u00e9rents, investissent-elles dans le parrainage ? <\/span><\/p>\n

Savent-ils quelque chose que la majorit\u00e9 des autres entreprises ignorent ? S’agit-il d’une forme de maecenatisme ? Ces entreprises disposent-elles de budgets de communication si importants qu’elles peuvent se permettre de les disperser \u00e0 leur guise ? <\/span><\/p>\n

La r\u00e9ponse, comme vous pouvez l’imaginer, est non. Le parrainage sportif<\/strong> et la valeur du parrainage sportif<\/strong> sont si efficaces qu’ils deviennent de plus en plus populaires. L’explication est simple et rapide : ces entreprises ont d\u00e9cid\u00e9 d’\u00eatre plus efficaces. <\/span><\/p>\n

LE NOUVEAU SC\u00c9NARIO, quelques indices <\/b><\/span><\/p>\n

1) Une fragmentation extr\u00eame <\/b><\/span><\/p>\n

Ces derni\u00e8res ann\u00e9es, nous avons assist\u00e9 \u00e0 une augmentation consid\u00e9rable des cha\u00eenes de t\u00e9l\u00e9vision th\u00e9matiques : rien qu’en<\/strong> Europe, en 2017, nous avions, selon la MAVISE (la base de donn\u00e9es sur les services et soci\u00e9t\u00e9s de t\u00e9l\u00e9vision et d’audiovisuel \u00e0 la demande en Europe, cr\u00e9\u00e9e par l’Observatoire europ\u00e9en de l’audiovisuel), un nombre total de 5370 cha\u00eenes de t\u00e9l\u00e9vision. Elles \u00e9taient 3615 en 2009, avec une augmentation de 49% (hors cha\u00eenes locales et fen\u00eatres). <\/span><\/p>\n

mavise.obs.coe.int\/bienvenue<\/span><\/p>\n

La m\u00eame tendance s’applique-t-elle aux magazines imprim\u00e9s ?<\/strong> Oui, c’est le cas.<\/strong> Au cours des derni\u00e8res ann\u00e9es, nous avons assist\u00e9 \u00e0 une forte augmentation des publications de documents sp\u00e9cifiques. Pour vous donner un exemple, prenons les \u00c9tats-Unis (USA +35% entre 2002 et 2016). <\/span><\/p>\n

Statistiques sur le parrainage sportif<\/strong><\/h2>\n

\"donn\u00e9es<\/p>\n

Ainsi, s’il \u00e9tait autrefois relativement simple d’atteindre sa cible \u00e0 l’aide de quelques canaux et publications, il est aujourd’hui tr\u00e8s compliqu\u00e9 d’\u00eatre entendu et vu par notre cible en raison de cette \u00e9norme fragmentation et des budgets qui n’ont pas augment\u00e9 en cons\u00e9quence. <\/span><\/p>\n

O\u00f9 se situe votre cible ?<\/strong><\/p>\n

La vraie question, \u00e0 ce jour, est de savoir o\u00f9 se trouve votre cible.<\/strong> Combien de cha\u00eenes europ\u00e9ennes, parmi plus de 5 000, votre cible regarde-t-elle ? Ou lit-elle ce nouveau magazine branch\u00e9 qui est tir\u00e9 \u00e0 5 000 exemplaires ? Le risque que court un sp\u00e9cialiste du marketing est de disperser ses ressources dans des milliers de diffusions qui ne touchent personne <\/span><\/p>\n

2) L’explosion num\u00e9rique<\/b><\/span><\/p>\n

L’explosion du num\u00e9rique a encore compliqu\u00e9 la t\u00e2che de tout CMO.<\/span><\/p>\n

De nombreuses informations peuvent d\u00e9sormais \u00eatre consomm\u00e9es sous forme num\u00e9rique et, dans le m\u00eame temps, nous avons assist\u00e9 \u00e0 une augmentation consid\u00e9rable du nombre de smartphones. Selon cette \u00e9tude, plus de 60 % des adultes aux \u00c9tats-Unis s’informent via les m\u00e9dias sociaux. <\/span><\/p>\n

www.journalism.org\/2016\/05\/26\/news-use-across-social-media-platforms-2016\/<\/a><\/span><\/p>\n

Parall\u00e8lement, les entreprises ont suivi la tendance en \u00e9tant pr\u00e9sentes sur les m\u00e9dias sociaux, ce qui permet aux internautes d’interagir directement avec elles. Mais la cible a d\u00e9sormais un acc\u00e8s direct \u00e0 des magasins situ\u00e9s dans le monde entier ; elle peut consulter les meilleures offres, d\u00e9couvrir des produits et \u00e9changer des informations \u00e0 leur sujet… ou au sujet du service client\u00e8le gagnant qui, manque de chance, l’a fait rebondir comme un mur de caoutchouc. <\/span><\/p>\n

En 2017, il y a plus d’un milliard de sites web actifs et le chiffre d’affaires g\u00e9n\u00e9r\u00e9 par le commerce \u00e9lectronique<\/strong> dans le monde s’\u00e9l\u00e8ve \u00e0 plus de 2 000 milliards d’euros.<\/strong> www.atom.com\/blog\/internet-statistics\/<\/a><\/span><\/p>\n

3) CR\u00c9DIBILIT\u00c9<\/b><\/span><\/p>\n

L’autre point simple est la cr\u00e9dibilit\u00e9.<\/strong> Nous ne faisons pas confiance \u00e0 quelqu’un qui essaie de nous vendre ses produits (en d\u00e9pensant beaucoup d’argent) en nous disant que ses produits sont les meilleurs… Les gens sont d\u00e9sillusionn\u00e9s et plus conscients des processus publicitaires.<\/span><\/p>\n

Vous devez donc maintenant faire face \u00e0 une fragmentation extr\u00eame et \u00e0 une cible plus consciente et d\u00e9sillusionn\u00e9e. <\/b><\/span><\/p>\n

De plus, les gens sont submerg\u00e9s par les publicit\u00e9s<\/strong>… et ils n’aiment pas \u00eatre constamment interrompus. Les gens pr\u00e9f\u00e8rent regarder leur \u00e9cran personnel (d’o\u00f9 la forte croissance des d\u00e9penses publicitaires sur mobile) plut\u00f4t que de regarder ou de consommer toute autre forme de publicit\u00e9. Ils ne s’int\u00e9ressent \u00e0 un produit ou \u00e0 un service que lorsqu’ils en ont besoin, et nous devons admettre qu’il y a des choses plus int\u00e9ressantes dans la vie qu’un nouveau shampooing ou un tarif d \u00ab \u00e9nergie plus avantageux. Du moins jusqu \u00bb \u00e0 ce que nous en ayons besoin. Et quand nous en avons besoin, nous cherchons sur Google. <\/span><\/p>\n

VOUS AVEZ DONC BESOIN D’UN MOYEN D’OPTIMISER VOTRE BUDGET SANS LE FRAGMENTER EN TROP DE GOUTTES ; VOUS AVEZ BESOIN DE QUELQUE CHOSE QUI N’INTERROMPE PAS VOTRE CIBLE ; VOUS AVEZ BESOIN DE QUELQUE CHOSE QUE LA CIBLE D\u00c9CIDE DE REGARDER AVEC PASSION ET INT\u00c9R\u00caT.<\/span><\/strong><\/p>\n

Vous comprenez donc pourquoi toutes ces grandes entreprises ont recours au parrainage sportif ? <\/b><\/span><\/p>\n

Leurs marques sont int\u00e9gr\u00e9es dans l’\u00e9v\u00e9nement, tandis que la cible a pris la d\u00e9cision de regarder le spectacle. <\/span>Ils font partie de quelque chose que la cible aime ; la cible commence \u00e0 appr\u00e9cier le soutien que la marque apporte \u00e0 son sport favori. LA MARQUE EST ENRICHIE PAR LES VALEURS POSITIVES DE LA DISCIPLINE SPORTIVE, DE L \u00ab \u00c9QUIPE OU DE L’ATHL\u00c8TE SPONSORIS\u00c9. Au bout d’un certain temps, l’attitude de la cible \u00e0 l \u00bb \u00e9gard des marques est positive, et une attitude positive conduit \u00e0 une intention d’achat. <\/span><\/p>\n

link.springer.com\/chapter\/10.1007\/978-3-319-10951-0_214<\/span><\/a><\/span><\/p>\n

www.thebalance.com\/sponsorship-a-key-to-powerful-marketing-2295276<\/a><\/span><\/p>\n

La marque n’essaie donc plus d’imposer sa pr\u00e9sence en faisant passer des publicit\u00e9s ou des annonces sous quelque forme que ce soit devant la cible ; la marque fait partie du groupe, elle est aim\u00e9e et appr\u00e9ci\u00e9e pour sa contribution, elle est int\u00e9gr\u00e9e \u00e0 l’\u00e9mission et poss\u00e8de le c\u0153ur des fans.<\/span><\/p>\n

La marque peut se concentrer sur un seul programme sans gaspiller ses ressources… les m\u00e9dias montreront sa pr\u00e9sence automatiquement et sans co\u00fbt suppl\u00e9mentaire AVEC UNE AUGMENTATION \u00c9NORME DE LA CONSCIENCE DE LA MARQUE. Et si la marque souhaite utiliser d’autres m\u00e9dias… il y a une histoire \u00e0 raconter. Il y a \u00e9galement beaucoup de mat\u00e9riel pour les plateformes sociales, des id\u00e9es, des opportunit\u00e9s en coulisses et des opportunit\u00e9s r\u00e9serv\u00e9es aux partenaires. <\/span><\/p>\n

Pensez-vous toujours que les grandes entreprises que nous avons nomm\u00e9es au d\u00e9but se sont lanc\u00e9es dans le sponsoring sportif simplement parce qu’elles aiment le jeu ?<\/b><\/span><\/p>\n

Soci\u00e9t\u00e9s de parrainage sportif. Pourquoi ? <\/strong><\/h2>\n

Si vous souhaitez discuter du sponsoring et du marketing sportif, n’h\u00e9sitez pas \u00e0 contacter RTR Sports Marketing \u00e0 l’adresse suivante info@rtrsports.com<\/span><\/a><\/span><\/p>\n

Dans le prochain article, nous parlerons de l’engagement des fans et de la mon\u00e9tisation de la port\u00e9e des m\u00e9dias sociaux. <\/span><\/p>\n

Continuez \u00e0 visiter RTR Sports<\/a>. <\/b> <\/span><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

D\u00e9penses de sponsoring sportif Nous approchons \u00e0 grands pas de la fin de l’ann\u00e9e, et les donn\u00e9es pr\u00e9visionnelles concernant les d\u00e9penses totales de sponsoring au niveau mondial en 2017 ont atteint le chiffre stup\u00e9fiant de 62,8 milliards de dollars, avec une augmentation de 4,45 % d’une ann\u00e9e sur l’autre. Ces donn\u00e9es sont impressionnantes si on […]<\/p>\n","protected":false},"author":14,"featured_media":188782,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20131,20130],"tags":[],"class_list":["post-286112","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportif-fr","category-parrainage-sportif"],"acf":[],"contentshake_article_id":"","yoast_head":"\nD\u00e9penses mondiales de sponsoring en 2017 D\u00e9penses de sponsoring sportif<\/title>\n<meta name=\"description\" content=\"2017 Sports Sponsorship data, sports sponsorship spending report 2017 and some hints on Global Sponsorship Spending in 2018, about Sports Sponsorship Companies !\" \/>\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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