{"id":295947,"date":"2025-07-10T13:15:59","date_gmt":"2025-07-10T11:15:59","guid":{"rendered":"https:\/\/rtrsports.com\/sponsoriser-un-sport-limportance-de-votre-positionnement\/"},"modified":"2025-07-10T13:21:02","modified_gmt":"2025-07-10T11:21:02","slug":"sponsoriser-un-sport-limportance-de-votre-positionnement","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/sponsoriser-un-sport-limportance-de-votre-positionnement\/","title":{"rendered":"Sponsoriser un sport ? L&#8217;importance de votre positionnement"},"content":{"rendered":"<p>Dans le domaine du <strong>sponsoring sportif<\/strong>, le positionnement physique des sponsors est d&#8217;une importance capitale pour d\u00e9terminer la visibilit\u00e9 et assurer un bon retour sur investissement. Les co\u00fbts et la visibilit\u00e9 varient en fonction de l&#8217;emplacement, ce qui peut \u00e9videmment d\u00e9pendre de divers facteurs : les plateformes sur lesquelles les messages seront diffus\u00e9s, par exemple, et la popularit\u00e9 ou le dynamisme du sport en question. Ces deux \u00e9l\u00e9ments d\u00e9termineront la taille de l&#8217;audience et la port\u00e9e potentielle de votre campagne. <strong> <\/strong><\/p>\n<h2><strong>O\u00f9 le sponsor peut-il \u00eatre plac\u00e9 ? <\/strong><\/h2>\n<p>En r\u00e8gle g\u00e9n\u00e9rale, les sponsors peuvent \u00eatre plac\u00e9s \u00e0 cinq endroits (ou &#8220;macro-\u00e9l\u00e9ments&#8221;) :<\/p>\n<ul>\n<li>sur le cavalier<\/li>\n<li>sur la moto<\/li>\n<li>dans le garage, le camion et les autres locaux de l&#8217;\u00e9quipe<\/li>\n<li>sur les uniformes des \u00e9quipes et du personnel<\/li>\n<li>sur ou dans les supports de communication, tels que les sites web, les communiqu\u00e9s de presse et les magazines<\/li>\n<\/ul>\n<p>Un sponsor peut appara\u00eetre \u00e0 un, plusieurs ou tous ces endroits, et chaque \u00e9l\u00e9ment est susceptible de remplir diff\u00e9rentes fonctions \u00e0 diff\u00e9rents moments de la campagne de parrainage. Dans la plupart des campagnes, le sponsor principal et les partenaires cl\u00e9s appara\u00eetront sur tous les supports, tandis que les parrainages plus modestes devront naturellement exclure certaines de ces zones.<\/p>\n<h2><strong>Quels sont les postes les plus visibles pour un sponsor sportif ?<\/strong><\/h2>\n<p>Dans un monde du marketing domin\u00e9 par la recherche, les rapports et les bases de donn\u00e9es, il est peu probable que l&#8217;intuition soit la meilleure chose \u00e0 faire pour faire ce choix. Optez plut\u00f4t pour une analyse qui vous permettra de prendre une d\u00e9cision \u00e9clair\u00e9e en fonction de vos objectifs et de votre budget. Les donn\u00e9es de Clearsight sur la derni\u00e8re ann\u00e9e de <strong>MotoGP, fournies aux agences et aux \u00e9quipes<\/strong>, montrent clairement quelles sont les positions les plus visibles sur chaque pilote et sur chaque moto.<\/p>\n<p>Il est important de noter que<strong> le pilote g\u00e9n\u00e8re autant, sinon plus, de visibilit\u00e9 pour les sponsors que la moto elle-m\u00eame<\/strong>. Le camembert ci-dessous, tir\u00e9 d&#8217;une \u00e9tude Clearsight sur une \u00e9quipe que nous ne pouvons nommer pour des raisons \u00e9videntes, r\u00e9partit les poids de la visibilit\u00e9 tout au long du week-end de course. Ici, nous voyons que le pilote g\u00e9n\u00e8re 48% de la visibilit\u00e9, la moto 27%, le personnel 13% et le garage 7%.<\/p>\n<p><a href=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/schermata-2018-08-01-alle-11.35.31-2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-large wp-image-19051\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/schermata-2018-08-01-alle-11.35.31-2.png\" alt=\"positionnement du sponsor\" width=\"484\" height=\"400\" \/><\/a>\u00c9videmment, ces pourcentages varient d&#8217;une \u00e9quipe \u00e0 l&#8217;autre et d&#8217;un week-end \u00e0 l&#8217;autre. Mais cet exemple souligne un fait trop souvent sous-estim\u00e9 : une grande partie de la visibilit\u00e9 d&#8217;un sponsor est g\u00e9n\u00e9r\u00e9e lors d&#8217;interviews, de conf\u00e9rences de presse et d&#8217;autres moments o\u00f9 la moto n&#8217;est pas pr\u00e9sente.<\/p>\n<p>Un petit espace sur la combinaison du pilote, dans une position tr\u00e8s visible lors d&#8217;une interview t\u00e9l\u00e9vis\u00e9e, peut g\u00e9n\u00e9rer des retours de visibilit\u00e9 sup\u00e9rieurs \u00e0 ceux des grandes marques sur la moto. Apr\u00e8s tout, un v\u00e9lo est presque toujours en mouvement et est rarement cadr\u00e9 directement sur la cam\u00e9ra.<\/p>\n<h2><strong>O\u00f9 le parrainage doit-il figurer sur un v\u00e9lo ? <\/strong><\/h2>\n<p>Si vous d\u00e9cidez d&#8217;apposer votre nom et votre logo sur une moto de <strong>MotoGP <\/strong>, il est important de savoir quelle partie de la moto est susceptible de produire les meilleurs r\u00e9sultats. Il peut sembler \u00e9vident que de grands logos sur de tr\u00e8s grands espaces, tels que les flancs des motos, constituent la solution la plus efficace. En fait, les \u00e9tudes montrent que le car\u00e9nage avant, compos\u00e9 de la zone autour du num\u00e9ro et du pare-brise, est le meilleur endroit pour la visibilit\u00e9.<\/p>\n<p>Le graphique ci-dessous examine six domaines de la moto :<\/p>\n<ul>\n<li>Car\u00e9nage avant (rouge)<\/li>\n<li>Zone haute des ventres (violet)<\/li>\n<li>Zone du bas-ventre (orange)<\/li>\n<li>Queue et r\u00e9servoir (bleu)<\/li>\n<li>Aile avant (jaune)<\/li>\n<li>Garde-boue arri\u00e8re et bras oscillant (vert)<\/li>\n<\/ul>\n<p><a href=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/repsol-3.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-large wp-image-19050\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/repsol-3.jpg\" alt=\"parrainage de motos\" width=\"600\" height=\"351\" \/><\/a>Dans ce cas, le car\u00e9nage g\u00e9n\u00e8re 33% de la visibilit\u00e9 totale sur la moto, tandis que la deuxi\u00e8me place revient au r\u00e9servoir et \u00e0 la zone arri\u00e8re (23%). Le grand car\u00e9nage lat\u00e9ral n&#8217;arrive qu&#8217;en troisi\u00e8me position (18 %), non loin de la fine bande de la partie inf\u00e9rieure (16 %). Quant aux deux ailes, elles sont presque invisibles, ajoutant 10 % au total.<\/p>\n<p>Si l&#8217;on consid\u00e8re la <strong>fa\u00e7on dont une moto est vue lors d&#8217;un Grand Prix<\/strong>, ces statistiques ne sont pas si surprenantes. Il est tr\u00e8s rare qu&#8217;une moto soit cadr\u00e9e lat\u00e9ralement dans une position parfaitement verticale, par exemple. Il est en effet plus fr\u00e9quent, en raison de la position des cam\u00e9ras de t\u00e9l\u00e9vision, qu&#8217;elle soit plac\u00e9e en bout de ligne droite ou dans les virages. Cela profite \u00e0 l&#8217;avant et aux bas c\u00f4t\u00e9s, qui sont largement expos\u00e9s lorsque la moto est pench\u00e9e.<\/p>\n<p>Il en va de m\u00eame pour les photos dans les journaux, les magazines et en ligne : il est tr\u00e8s rare de voir une moto de c\u00f4t\u00e9 en couverture. Il est beaucoup plus fr\u00e9quent de voir l&#8217;image d&#8217;un virage impressionnant, qui met en \u00e9vidence le talent de nos superstars <strong>du MotoGP<\/strong>.<\/p>\n<h2><strong>Planification, strat\u00e9gie et \u00e9valuation du parrainage<\/strong><\/h2>\n<p>Une chose qu&#8217;il faut retenir de cet article est l&#8217;importance de la planification strat\u00e9gique lorsqu&#8217;il s&#8217;agit de cr\u00e9er votre plan de <strong>parrainage sportif<\/strong>. Si le diable se cache dans les d\u00e9tails (ce qui est le cas), il en va de m\u00eame pour les retomb\u00e9es marketing et les avantages commerciaux, qui doivent \u00eatre identifi\u00e9s apr\u00e8s une \u00e9tude minutieuse de tous les facteurs en jeu.<\/p>\n<p>Cela peut sembler contradictoire, mais il est clair que le plus gros n&#8217;est pas toujours le meilleur dans le domaine du <strong>sponsoring du sport automobile<\/strong>. Dans le positionnement des logos des sponsors, il existe des positions astucieuses et de petits stratag\u00e8mes qui peuvent augmenter de mani\u00e8re significative l&#8217;exposition de la marque. <a href=\"https:\/\/rtrsports.com\/en\/blog\/sports-marketing-agencies-competences\/\">Les professionnels du secteur le savent bien<\/a>, car ils disposent d&#8217;une multitude de donn\u00e9es et d&#8217;\u00e9tudes de cas qui le prouvent.<\/p>\n<p>Le r\u00f4le des rapports est essentiel dans tout plan de parrainage &#8211; gr\u00e2ce aux rapports, nous pouvons comprendre parfaitement les forces et les faiblesses de notre op\u00e9ration, ce qui nous permet de les corriger, et de calculer dans quelle mesure notre parrainage se d\u00e9roule bien &#8211; et ce qu&#8217;il faut \u00e9ventuellement changer.<\/p>\n<p>Si vous \u00eates int\u00e9ress\u00e9 par le parrainage, lisez <a href=\"https:\/\/rtrsports.com\/fr\/what-is-sports-sponsorship-activation\/\"><strong>Activation du parrainage<\/strong><\/a> et contactez-nous \u00e0 notre adresse \u00e9lectronique : info@rtrsports.com<\/p>\n<h2><strong>RTR Sports Marketing<\/strong><\/h2>\n<p><strong>Depuis plus de 20 ans, RTR Sports Marketing s&#8217;est sp\u00e9cialis\u00e9 dans le sponsoring sportif, avec une attention particuli\u00e8re pour le <a href=\"https:\/\/rtrsports.com\/fr\/portfolio_category\/parrainages-fr\/\">MotoGP et le sport automobile<\/a>.<\/strong><\/p>\n<p><strong>Si ces sujets vous int\u00e9ressent, ou si vous souhaitez approfondir et partager avec nous vos programmes de marketing sportif, vous pouvez nous \u00e9crire \u00e0 tout moment : info@rtrsports.com<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans le domaine du sponsoring sportif, le positionnement physique des sponsors est d&#8217;une importance capitale pour d\u00e9terminer la visibilit\u00e9 et assurer un bon retour sur investissement. Les co\u00fbts et la visibilit\u00e9 varient en fonction de l&#8217;emplacement, ce qui peut \u00e9videmment d\u00e9pendre de divers facteurs : les plateformes sur lesquelles les messages seront diffus\u00e9s, par exemple, [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":189642,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20131,20130],"tags":[21440,22319,22320],"class_list":["post-295947","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportif-fr","category-parrainage-sportif","tag-motogp-16","tag-positionnement","tag-sponsors-fr"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Sponsoriser un sport ? L&#039;importance de votre positionnement<\/title>\n<meta name=\"description\" content=\"Les co\u00fbts et la visibilit\u00e9 varient d&#039;un poste \u00e0 l&#039;autre, ce qui s&#039;explique \u00e9videmment par diff\u00e9rents facteurs.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/fr\/sponsoriser-un-sport-limportance-de-votre-positionnement\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sponsoriser un sport ? L&#039;importance de votre positionnement\" \/>\n<meta property=\"og:description\" content=\"Les co\u00fbts et la visibilit\u00e9 varient d&#039;un poste \u00e0 l&#039;autre, ce qui s&#039;explique \u00e9videmment par diff\u00e9rents facteurs.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rtrsports.com\/fr\/sponsoriser-un-sport-limportance-de-votre-positionnement\/\" \/>\n<meta property=\"og:site_name\" content=\"RTR Sports\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/RTRSportsMarketing\/\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/rtrsportsmarketing\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/repsol-4.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2001\" \/>\n\t<meta property=\"og:image:height\" content=\"1171\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Emanuele Venturoli\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@twitter.com\/RTR_motoGP\" \/>\n<meta name=\"twitter:site\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Emanuele Venturoli\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/sponsoriser-un-sport-limportance-de-votre-positionnement\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/sponsoriser-un-sport-limportance-de-votre-positionnement\\\/\"},\"author\":{\"name\":\"Emanuele Venturoli\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/#\\\/schema\\\/person\\\/6db38b859a8be0e39a3fb94a2a7b0a24\"},\"headline\":\"Sponsoriser un sport ? 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