{"id":296334,"date":"2025-07-11T12:52:03","date_gmt":"2025-07-11T10:52:03","guid":{"rendered":"https:\/\/rtrsports.com\/parrainage-et-pollution-une-question-de-coherence\/"},"modified":"2026-09-09T14:48:10","modified_gmt":"2026-09-09T12:48:10","slug":"parrainage-et-pollution-une-question-de-coherence","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/sponsorship-pollution-matter-consistency\/","title":{"rendered":"Sponsoring et pollution\u00a0: une question de coh\u00e9rence"},"content":{"rendered":"

Il y a quelques ann\u00e9es, le directeur marketing d\u2019une entreprise manufacturi\u00e8re m\u2019a dit qu\u2019il n\u2019envisagerait jamais un partenariat de sponsoring en Formule 1 ou en MotoGP. La raison\u00a0: la pollution. Il me l\u2019a dit lors d\u2019un d\u00e9jeuner d\u2019affaires \u00e0 Milan, apr\u00e8s avoir conduit une centaine de kilom\u00e8tres pour venir me rencontrer. Les fruits servis provenaient, comme je l\u2019ai appris en demandant au serveur, d\u2019Afrique du Sud et du Chili.<\/p>\n

Je n\u2019ai rien dit. Mais cette rencontre m\u2019est rest\u00e9e en t\u00eate, car elle illustre presque parfaitement le probl\u00e8me que rencontrent de nombreuses marques lorsqu\u2019elles s\u2019approchent du motorsport\u00a0: ce n\u2019est pas une question de pollution au sens absolu. C\u2019est une question de coh\u00e9rence. Et la coh\u00e9rence, en 2025, est devenue la variable la plus critique pour toute marque souhaitant construire un positionnement ESG cr\u00e9dible sans s\u2019exposer au risque de greenwashing.<\/p>\n

Le paradoxe Aramco\u00a0: plus honn\u00eate qu\u2019il n\u2019y para\u00eet<\/h2>\n

En 2021, la Formule 1 a sign\u00e9 un accord de sponsoring avec Aramco, la plus grande compagnie p\u00e9troli\u00e8re au monde. La r\u00e9action fut pr\u00e9visible\u00a0: sportswashing, hypocrisie, trahison des objectifs climatiques. Greenpeace a \u00e0 plusieurs reprises cibl\u00e9 la pr\u00e9sence de sponsors li\u00e9s aux combustibles fossiles dans le paddock de Formule 1.<\/p>\n

Il existe cependant une autre lecture. Aramco et Shell sont pr\u00e9cis\u00e9ment le type d\u2019entreprise qui devrait \u00eatre assise \u00e0 la table de la transition \u00e9nerg\u00e9tique du motorsport \u2014 car ce sont elles qui financent la recherche sur les carburants synth\u00e9tiques. Le carburant 100% durable que la Formule 1<\/a> adoptera \u00e0 partir de 2026 est le produit direct de ces partenariats. Ce n\u2019est pas un communiqu\u00e9 de presse. C\u2019est une sp\u00e9cification technique valid\u00e9e par la FIA et v\u00e9rifiable dans le r\u00e8glement sportif.<\/p>\n

Traduit en langage commercial\u00a0: la m\u00eame industrie accus\u00e9e de polluer paie pour d\u00e9velopper la technologie qui pourrait la rendre obsol\u00e8te. Cela s\u2019appelle une transition industrielle, pas du greenwashing. La distinction est importante, et les CMO qui l\u2019ignorent risquent de manquer l\u2019une des narratives de durabilit\u00e9 les plus cr\u00e9dibles disponibles sur le march\u00e9 aujourd\u2019hui.<\/p>\n

Les chiffres que l\u2019on cite rarement<\/h2>\n

L\u2019empreinte environnementale de la Formule 1 a \u00e9t\u00e9 quantifi\u00e9e par la F1 elle-m\u00eame \u00e0 environ 256\u202f551 tonnes de CO\u2082 \u00e9quivalent par saison, selon le rapport de durabilit\u00e9 2023. L\u2019industrie mondiale de l\u2019aviation commerciale produit environ 800 millions de tonnes de CO\u2082 par an. Le secteur textile et de la mode est responsable, selon les estimations du PNUE, d\u2019environ 10\u00a0% des \u00e9missions industrielles mondiales.<\/p>\n

Quiconque utilise l\u2019impact environnemental de la Formule 1 ou du MotoGP<\/a> comme argument pour ne pas sponsoriser ces s\u00e9ries utilise une r\u00e9f\u00e9rence d\u00e9contextualis\u00e9e. Et c\u2019est pr\u00e9cis\u00e9ment cette incoh\u00e9rence \u2014 pas le motorsport \u2014 qui cr\u00e9e des probl\u00e8mes de positionnement ESG.<\/p>\n

Sur le front de la transition\u00a0: le MotoGP a annonc\u00e9 l\u2019adoption de carburants durables certifi\u00e9s \u00e0 40\u00a0% en 2024, avec une feuille de route vers 100\u00a0% d\u2019ici 2027. Honda et Yamaha investissent dans le d\u00e9veloppement de prototypes \u00e9lectriques.<\/p>\n

Trois erreurs que les marques continuent de commettre<\/h2>\n

J\u2019ai identifi\u00e9 trois erreurs r\u00e9currentes chez les directeurs marketing qui naviguent la question ESG dans le motorsport.<\/p>\n

La premi\u00e8re erreur est de rejeter le motorsport pour des raisons environnementales tout en maintenant un portefeuille de sponsorings dans des sports tout aussi \u00e9nergivores. La visibilit\u00e9 du probl\u00e8me n\u2019est pas proportionnelle \u00e0 son \u00e9chelle\u00a0: le motorsport est visible, c\u2019est pourquoi il finit sous les projecteurs. Mais visibilit\u00e9 et impact ne sont pas la m\u00eame chose.<\/p>\n

La deuxi\u00e8me erreur est le greenwashing de fa\u00e7ade\u00a0: s\u2019associer \u00e0 une \u00e9curie ou une s\u00e9rie et se contenter de communiquer les engagements verts du championnat sans int\u00e9grer cette narrative dans sa propre strat\u00e9gie produit. Si les carburants synth\u00e9tiques de la F1 n\u2019ont rien \u00e0 voir avec ce que la marque produit ou vend, le message est vide.<\/p>\n

La troisi\u00e8me erreur est d\u2019attendre. En 2025, les principales agences de notation ESG \u2014 Sustainalytics, MSCI ESG, CDP \u2014 \u00e9valuent activement les partenariats sportifs des marques cot\u00e9es comme partie de l\u2019analyse du risque r\u00e9putationnel. Un accord de sponsoring avec une propri\u00e9t\u00e9 sans feuille de route de durabilit\u00e9 v\u00e9rifiable peut avoir un impact n\u00e9gatif sur le score ESG.<\/p>\n

Comment construire une narrative ESG coh\u00e9rente dans le motorsport<\/h2>\n

Il n\u2019existe pas de formule universelle, mais il existe une m\u00e9thode. Ce que nous utilisons avec nos clients part toujours du m\u00eame point\u00a0: v\u00e9rifier l\u2019alignement entre les valeurs de la marque et celles de la propri\u00e9t\u00e9 avant d\u2019ouvrir toute n\u00e9gociation commerciale.<\/p>\n

Trois questions \u00e0 poser avant de signer tout accord dans le motorsport lorsque la question ESG est pertinente pour le conseil d\u2019administration\u00a0:<\/p>\n

Premi\u00e8rement\u00a0: la propri\u00e9t\u00e9 dispose-t-elle d\u2019une feuille de route de durabilit\u00e9 v\u00e9rifiable et publiquement accessible\u00a0? Le Formula 1 Net Zero Carbon 2030 existe comme document officiel. Le plan de d\u00e9carbonation du MotoGP est public.<\/p>\n

Deuxi\u00e8mement\u00a0: le produit ou service de la marque peut-il dialoguer de mani\u00e8re cr\u00e9dible avec cette feuille de route\u00a0? Si la r\u00e9ponse n\u00e9cessite trop de contorsions narratives, le risque ESG d\u00e9passe le b\u00e9n\u00e9fice de visibilit\u00e9.<\/p>\n

Troisi\u00e8mement\u00a0: la marque est-elle pr\u00eate \u00e0 faire plus qu\u2019appara\u00eetre\u00a0? L\u2019int\u00e9gration technologique \u2014 R&D partag\u00e9e, supply chain, co-branding sur des composants sp\u00e9cifiques \u2014 construit une histoire de coh\u00e9rence qu\u2019un logo sur une livr\u00e9e ne peut pas construire seul.<\/p>\n

La coh\u00e9rence est la r\u00e9ponse, pas le veto<\/h2>\n

Le directeur marketing avec qui j\u2019ai d\u00e9jeuner\u00e9 il y a des ann\u00e9es n\u2019avait pas tort de soulever la question environnementale. Il avait tort de la traiter comme un veto absolu plut\u00f4t que comme une variable \u00e0 g\u00e9rer avec m\u00e9thode.<\/p>\n

En 2025, les marques qui construisent les narratives ESG les plus cr\u00e9dibles dans le motorsport ne sont pas celles qui ont \u00e9vit\u00e9 le secteur par scrupule environnemental. Ce sont celles qui ont n\u00e9goci\u00e9 des accords avec de v\u00e9ritables clauses d\u2019int\u00e9gration technologique et qui ont choisi la bonne propri\u00e9t\u00e9.<\/p>\n

Si vous \u00e9valuez un sponsoring dans le motorsport et que la question de la coh\u00e9rence vous pr\u00e9occupe, cette pr\u00e9occupation est l\u00e9gitime. Mais la r\u00e9ponse n\u2019est pas de rester en dehors. C\u2019est d\u2019entrer avec les bonnes questions.<\/p>\n

La coh\u00e9rence ne se d\u00e9clare pas. Elle se construit. Toujours.<\/p>\n

Cordialement,
Riccardo Taf\u00e0 \u2014 Managing Director, RTR Sports Marketing<\/p>\n\n

Questions fr\u00e9quentes<\/h2>\n
\r\n\r\n

Questions fr\u00e9quentes<\/b><\/h2>\r\n \r\n
\r\n\r\n

\r\n Une entreprise avec des objectifs ESG peut-elle sponsoriser la Formule 1 ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\r\n\r\n

\r\n Comment \u00e9viter le greenwashing dans un sponsoring sportif ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\r\n\r\n

\r\n Le motorsport pollue-t-il vraiment plus que les autres sports ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\r\n\r\n

\r\n Que sont les carburants synth\u00e9tiques de la F1 ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\r\n\r\n

\r\n Comment choisir la propri\u00e9t\u00e9 motorsport la plus coh\u00e9rente avec les valeurs ESG de la marque ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Il y a quelques ann\u00e9es, le directeur marketing d\u2019une entreprise manufacturi\u00e8re m\u2019a dit qu\u2019il n\u2019envisagerait jamais un partenariat de sponsoring en Formule 1 ou en MotoGP. La raison\u00a0: la pollution. Il me l\u2019a dit lors d\u2019un d\u00e9jeuner d\u2019affaires \u00e0 Milan, apr\u00e8s avoir conduit une centaine de kilom\u00e8tres pour venir me rencontrer. Les fruits servis provenaient, […]<\/p>\n","protected":false},"author":14,"featured_media":190788,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20130],"tags":[],"class_list":["post-296334","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-parrainage-sportif"],"acf":[],"contentshake_article_id":"","yoast_head":"\nParrainage, moteurs et pollution : la voie de la durabilit\u00e9<\/title>\n<meta name=\"description\" content=\"Les entreprises d\u00e9sireuses d'associer leur marque aux sports m\u00e9caniques ont d\u00e9sormais une r\u00e9ponse \u00e0 leurs pr\u00e9occupations environnementales : La Formule E, une s\u00e9rie \u00e0 tr\u00e8s faible impact environnemental impliquant des voitures \u00e9lectriques non polluantes et silencieuses.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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