{"id":348681,"date":"2026-08-26T15:43:05","date_gmt":"2026-08-26T13:43:05","guid":{"rendered":"https:\/\/rtrsports.com\/?p=348681"},"modified":"2026-08-26T15:43:05","modified_gmt":"2026-08-26T13:43:05","slug":"mms-nascar-parrainage-roi","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/mms-nascar-parrainage-roi\/","title":{"rendered":"M&#038;M&#8217;s et la NASCAR : trente ans, un ROI de 4 pour 1 et comment se termine un parrainage"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-6732\" title=\"M&amp;M's NASCAR\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/mmbase.jpg\" alt=\"Les mascottes M&amp;M's, figures du parrainage en NASCAR\" width=\"300\" height=\"225\" \/>Swiss Court, City of Westminster, WC2H 7DG : le c\u0153ur de Londres, entre Leicester Square et Piccadilly. Une heure de file pour entrer, dans le froid coupant de l&#8217;hiver anglais, avec cette pluie fine qui vous trempe jusqu&#8217;\u00e0 l&#8217;amour-propre. En sortant, vous tenez un sachet de plastique souple qu&#8217;il a fallu arracher \u00e0 coups de coude. Dedans, il y a des <strong>bonbons<\/strong>.<\/p>\n<p>C&#8217;est par l\u00e0 qu&#8217;il faut commencer, parce que cela explique pourquoi ce cas m\u00e9rite encore d&#8217;\u00eatre \u00e9tudi\u00e9. M&amp;M&#8217;s a pass\u00e9 trente ans \u00e0 d\u00e9montrer qu&#8217;une marque peut compter davantage que la cat\u00e9gorie de produit dont elle est issue \u2014 et la NASCAR a \u00e9t\u00e9 l&#8217;instrument de cette d\u00e9monstration.<\/p>\n<h2>Les chiffres qui ont fait du bruit en 2012<\/h2>\n<p>En 2012, le partenariat entre <strong>M&amp;M&#8217;s<\/strong>, marque de <strong>Mars Incorporated<\/strong>, et le championnat <strong>NASCAR<\/strong> f\u00eatait ses vingt ans. Pour l&#8217;occasion, l&#8217;entreprise a communiqu\u00e9 \u00e0 <em>Forbes<\/em> ses chiffres de retour, qui ont alors fait d\u00e9bat :<\/p>\n<ul>\n<li>un retour de <strong>quatre dollars pour chaque dollar d\u00e9pens\u00e9<\/strong><\/li>\n<li>une <strong>fid\u00e9lit\u00e9 \u00e0 la marque de 72 %<\/strong> parmi les supporters du championnat<\/li>\n<li>l&#8217;\u00e9quivalent de ce que les \u00c9tats-Unis appellent une <em>fifth season<\/em> \u2014 <strong>trois mois de chiffre d&#8217;affaires<\/strong> \u2014 g\u00e9n\u00e9r\u00e9 par le seul parrainage<\/li>\n<li><strong>76 %<\/strong> du public NASCAR d\u00e9clarait \u00eatre content que M&amp;M&#8217;s parraine son sport<\/li>\n<li><strong>69 %<\/strong> admettait que ce parrainage influen\u00e7ait son choix d&#8217;en-cas chocolat\u00e9s<\/li>\n<\/ul>\n<p>Lorsqu&#8217;on a demand\u00e9 \u00e0 <strong>William Clements<\/strong>, vice-pr\u00e9sident parrainages de Mars, ce qui pousse une entreprise \u00e0 rester vingt ans dans un sport, la r\u00e9ponse a tenu \u00e0 peu pr\u00e8s dans un \u00ab vous plaisantez, n&#8217;est-ce pas ? \u00bb.<\/p>\n<p>Une pr\u00e9cision qui allait de soi en 2012 et qui ne va plus de soi aujourd&#8217;hui : <strong>ces chiffres photographient 2012<\/strong>, pas le pr\u00e9sent. Ils restent int\u00e9ressants non comme un rep\u00e8re \u00e0 poursuivre, mais comme l&#8217;un des rares cas o\u00f9 un parrain a rendu public son propre retour avec ce niveau de d\u00e9tail.<\/p>\n<h2>Pourquoi le costume tombait juste<\/h2>\n<p>Le marketing de M&amp;M&#8217;s tenait ensemble quatre raisons, et ce sont les m\u00eames que l&#8217;on aligne aujourd&#8217;hui quand on \u00e9value une plateforme sportive.<\/p>\n<p>La premi\u00e8re est la <strong>convergence des valeurs<\/strong> : la NASCAR, exactement comme les drag\u00e9es color\u00e9es, est amusante, partag\u00e9e, ouverte \u00e0 tous et authentiquement am\u00e9ricaine. La deuxi\u00e8me est <strong>l&#8217;\u00e9chelle du bassin<\/strong> : dans ses ann\u00e9es fastes, le championnat revendiquait des dizaines de millions de passionn\u00e9s aux \u00c9tats-Unis, une audience qu&#8217;aucune marque de grande consommation ne peut se permettre d&#8217;ignorer. La troisi\u00e8me est le <strong>prestige r\u00e9ciproque<\/strong> : deux marques qui repr\u00e9sentent chacune une excellence dans leur domaine se l\u00e9gitiment mutuellement. La quatri\u00e8me, la plus op\u00e9rationnelle, est la <strong>cadence<\/strong> : trente-six week-ends par an sur des territoires diff\u00e9rents offrent un calendrier d&#8217;activations et d&#8217;\u00e9v\u00e9nements consommateurs que peu d&#8217;autres sports garantissent.<\/p>\n<p>\u00c0 tout cela M&amp;M&#8217;s a ajout\u00e9 la pi\u00e8ce qui rend un cas m\u00e9morable plut\u00f4t que simplement solide : un visage. <strong>Kyle Busch<\/strong> a pilot\u00e9 la Toyota n\u00b0 18 aux couleurs M&amp;M&#8217;s pendant <strong>quinze saisons<\/strong> chez Joe Gibbs Racing, de 2008 \u00e0 2022, avec deux titres en Cup Series \u00e0 la cl\u00e9. Le parrainage a cess\u00e9 d&#8217;\u00eatre un logo sur une voiture pour devenir une identit\u00e9 visuelle reconnaissable au premier coup d&#8217;\u0153il.<\/p>\n<h2>Comment cela s&#8217;est termin\u00e9<\/h2>\n<p>Cela s&#8217;est termin\u00e9, et c&#8217;est la partie que nous ne pouvions pas \u00e9crire en 2012.<\/p>\n<p>Mars a quitt\u00e9 la NASCAR <strong>\u00e0 la fin de la saison 2022<\/strong>, en annon\u00e7ant sa d\u00e9cision \u00e0 Joe Gibbs Racing plus d&#8217;un an \u00e0 l&#8217;avance pour laisser \u00e0 l&#8217;\u00e9quipe le temps de trouver un rempla\u00e7ant. Le motif, rapport\u00e9 par le pr\u00e9sident de l&#8217;\u00e9quipe Dave Alpern, n&#8217;a rien de dramatique et c&#8217;est pr\u00e9cis\u00e9ment ce qui le rend instructif : l&#8217;entreprise voulait exp\u00e9rimenter autre chose, et <strong>m\u00eame un tr\u00e8s gros budget reste fini<\/strong> \u2014 si l&#8217;on veut essayer quelque chose de nouveau, cet argent doit sortir d&#8217;ailleurs.<\/p>\n<p>Aucune brouille, aucun r\u00e9sultat d\u00e9cevant, aucun virage strat\u00e9gique spectaculaire. Un parrainage qui a fonctionn\u00e9 pendant trente ans s&#8217;est referm\u00e9 parce qu&#8217;il avait \u00e9puis\u00e9 son cycle. C&#8217;est une fin \u00e0 garder en t\u00eate chaque fois que l&#8217;on confond la dur\u00e9e d&#8217;une relation avec sa sant\u00e9 : les deux se ressemblent jusqu&#8217;au jour o\u00f9 elles cessent de se ressembler.<\/p>\n<h2>Le retour d&#8217;une nuit<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-medium wp-image-6734\" title=\"Kyle Busch et la livr\u00e9e M&amp;M's\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/mmswp4-300x225.jpg\" alt=\"La livr\u00e9e M&amp;M's pilot\u00e9e par Kyle Busch en NASCAR\" width=\"300\" height=\"225\" \/><strong>Kyle Busch est mort le 21 mai 2026<\/strong>, \u00e0 41 ans, d&#8217;une pneumonie grave d\u00e9g\u00e9n\u00e9r\u00e9e en sepsis. Il \u00e9tait le premier pilote titulaire \u00e0 dispara\u00eetre en cours de saison depuis Dale Earnhardt en 2001.<\/p>\n<p>Le <strong>19 septembre 2026<\/strong>, \u00e0 la Bass Pro Shops Night Race de Bristol, <strong>M&amp;M&#8217;s revient en NASCAR pour une seule course<\/strong> : Mars parraine la Toyota n\u00b0 54 de Joe Gibbs Racing pilot\u00e9e par <strong>Ty Gibbs<\/strong>, avec une livr\u00e9e en mosa\u00efque compos\u00e9e d&#8217;images de la carri\u00e8re de Busch. Le choix du circuit n&#8217;a rien de fortuit \u2014 sur le demi-mile en b\u00e9ton de Bristol, Busch a gagn\u00e9 22 fois entre les trois championnats nationaux, dont huit en Cup Series.<\/p>\n<p>Une marque sortie du sport quatre ans plus t\u00f4t revient pour une nuit, sans objectif de vente, pour une raison qu&#8217;aucun mod\u00e8le de mesure ne pr\u00e9voit.<\/p>\n<h2>Ce que ce cas laisse derri\u00e8re lui<\/h2>\n<p>Trois choses, et aucune des trois ne concerne les bonbons.<\/p>\n<p>La premi\u00e8re est que <strong>le retour peut se mesurer, si quelqu&#8217;un d\u00e9cide de le faire<\/strong>. Le 4 pour 1 de M&amp;M&#8217;s reste l&#8217;une des rares donn\u00e9es publiques portant sur un parrainage long, et le fait qu&#8217;on le cite encore quatorze ans plus tard dit \u00e0 quel point il est rare qu&#8217;un parrain ouvre ses chiffres. Sur la fa\u00e7on dont une telle mesure se construit aujourd&#8217;hui, nous avons \u00e9crit le <a href=\"https:\/\/rtrsports.com\/fr\/blog\/roi-sponsoring-nascar\/\">cadre sur le ROI du parrainage NASCAR<\/a>.<\/p>\n<p>La deuxi\u00e8me est qu&#8217;<strong>un parrainage a un cycle de vie<\/strong>, et qu&#8217;en reconna\u00eetre la fin n&#8217;est pas un \u00e9chec. La question \u00ab renouveler, ren\u00e9gocier ou changer \u00bb se pose quand la relation fonctionne encore, pas quand elle a cess\u00e9 de fonctionner \u2014 c&#8217;est le sujet de <a href=\"https:\/\/rtrsports.com\/fr\/renouveler-renegocier-ou-changer-comment-decider-de-la-fin-du-cycle-de-parrainage-de-votre-sport-automobile\/\">cette analyse sur la fin de cycle<\/a>.<\/p>\n<p>La troisi\u00e8me est la moins quantifiable et peut-\u00eatre la plus importante. Trente ans de pr\u00e9sence coh\u00e9rente ont construit quelque chose qui a surv\u00e9cu \u00e0 la fin du contrat : une livr\u00e9e encore imm\u00e9diatement reconnaissable apr\u00e8s quatre ans d&#8217;absence, et un lien avec une personne assez fort pour faire revenir une entreprise le temps d&#8217;une nuit. Personne ne l&#8217;avait inscrit au budget.<\/p>\n<p>Qui \u00e9value aujourd&#8217;hui la NASCAR comme plateforme trouvera les chiffres de d\u00e9part \u2014 formules, co\u00fbts et opportunit\u00e9s \u2014 dans notre <a href=\"https:\/\/rtrsports.com\/fr\/blog\/sponsoring-nascar-packages-couts-opportunites\/\">guide du parrainage NASCAR<\/a>, et la cartographie \u00e0 jour des marques engag\u00e9es dans la <a href=\"https:\/\/rtrsports.com\/fr\/blog\/liste-des-sponsors-nascar-2026-partenaires-equipes-et-sponsors-principaux\/\">liste des sponsors NASCAR 2026<\/a>.<\/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 le parrainage M&amp;M&#039;s\u2013NASCAR<\/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>Quel \u00e9tait le ROI du parrainage M&amp;M&#039;s en NASCAR ?<\/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>En 2012, \u00e0 l&#8217;occasion des vingt ans du partenariat, Mars a communiqu\u00e9 \u00e0 Forbes un retour de quatre dollars pour chaque dollar investi, une fid\u00e9lit\u00e9 \u00e0 la marque de 72 % parmi les supporters NASCAR et l&#8217;\u00e9quivalent de trois mois de chiffre d&#8217;affaires g\u00e9n\u00e9r\u00e9 par le seul parrainage. Ce sont des donn\u00e9es rapport\u00e9es \u00e0 2012, pas au pr\u00e9sent.<\/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>Combien de temps M&amp;M&#039;s a-t-elle parrain\u00e9 la NASCAR ?<\/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>Une trentaine d&#8217;ann\u00e9es : en 2012 le partenariat f\u00eatait ses vingt ans et il s&#8217;est referm\u00e9 \u00e0 la fin de la saison 2022. Kyle Busch a pilot\u00e9 la voiture n\u00b0 18 aux couleurs M&amp;M&#8217;s pendant quinze saisons, de 2008 \u00e0 2022.<\/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>Pourquoi Mars a-t-elle quitt\u00e9 la NASCAR ?<\/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>Pas \u00e0 cause de r\u00e9sultats d\u00e9cevants. Mars a annonc\u00e9 sa d\u00e9cision \u00e0 Joe Gibbs Racing plus d&#8217;un an \u00e0 l&#8217;avance : l&#8217;entreprise voulait exp\u00e9rimenter d&#8217;autres plateformes et, comme l&#8217;a expliqu\u00e9 le pr\u00e9sident de l&#8217;\u00e9quipe Dave Alpern, m\u00eame un tr\u00e8s gros budget reste fini \u2014 pour essayer quelque chose de nouveau, ces ressources doivent sortir d&#8217;ailleurs.<\/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>M&amp;M&#039;s est-elle revenue en NASCAR ?<\/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>Oui, pour une seule course. Le 19 septembre 2026, \u00e0 la Bass Pro Shops Night Race de Bristol, Mars parraine la Toyota n\u00b0 54 de Joe Gibbs Racing pilot\u00e9e par Ty Gibbs, avec une livr\u00e9e en mosa\u00efque d\u00e9di\u00e9e \u00e0 Kyle Busch, disparu le 21 mai 2026 \u00e0 41 ans.<\/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>Pourquoi Bristol pour l&#039;hommage \u00e0 Kyle Busch ?<\/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>Parce que sur le demi-mile en b\u00e9ton de Bristol, Busch a gagn\u00e9 22 fois entre les trois championnats nationaux NASCAR, dont huit en Cup Series : c&#8217;est le circuit qui repr\u00e9sente le mieux sa carri\u00e8re.<\/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 retenir du cas M&amp;M&#039;s pour une marque qui \u00e9value un parrainage ?<\/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>Trois choses : que le retour peut se mesurer d\u00e8s lors que le parrain d\u00e9cide de le mesurer ; que tout parrainage a un cycle de vie et qu&#8217;en reconna\u00eetre la fin n&#8217;est pas un \u00e9chec ; et qu&#8217;une pr\u00e9sence coh\u00e9rente et prolong\u00e9e construit une valeur de reconnaissance qui survit \u00e0 l&#8217;\u00e9ch\u00e9ance du contrat.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n\r\n    <\/div>\r\n    \n\n","protected":false},"excerpt":{"rendered":"<p>Trente ans, un retour de quatre pour un rendu public en 2012, une sortie \u00e0 la fin de 2022 et un retour d&#8217;une seule course en hommage \u00e0 Kyle Busch : ce que le cas M&#038;M&#8217;s a encore \u00e0 dire.<\/p>\n","protected":false},"author":2,"featured_media":156209,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20128],"tags":[],"class_list":["post-348681","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportif"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Parrainage M&amp;M&#039;s NASCAR : 30 ans et un ROI de 4 pour 1<\/title>\n<meta name=\"description\" content=\"Mars a communiqu\u00e9 \u00e0 Forbes un retour de 4 dollars par dollar investi en NASCAR : les chiffres de 2012, la sortie en 2022 et le retour d&#039;une seule nuit.\" \/>\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\/blog\/mms-nascar-parrainage-roi\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"M&amp;M&#039;s et la NASCAR : trente ans, un ROI de 4 pour 1 et comment se termine un parrainage\" \/>\n<meta property=\"og:description\" content=\"Mars a communiqu\u00e9 \u00e0 Forbes un retour de 4 dollars par dollar investi en NASCAR : les chiffres de 2012, la sortie en 2022 et le retour d&#039;une seule nuit.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rtrsports.com\/fr\/blog\/mms-nascar-parrainage-roi\/\" \/>\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\/mmbase.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"768\" \/>\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\\\/blog\\\/mms-nascar-parrainage-roi\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/mms-nascar-parrainage-roi\\\/\"},\"author\":{\"name\":\"Emanuele Venturoli\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/#\\\/schema\\\/person\\\/6db38b859a8be0e39a3fb94a2a7b0a24\"},\"headline\":\"M&#038;M&#8217;s et la NASCAR : trente ans, un ROI de 4 pour 1 et comment se termine un parrainage\",\"datePublished\":\"2026-08-26T13:43:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/mms-nascar-parrainage-roi\\\/\"},\"wordCount\":1593,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/mms-nascar-parrainage-roi\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/mmbase.jpg\",\"articleSection\":[\"Marketing sportif\"],\"inLanguage\":\"fr\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/mms-nascar-parrainage-roi\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/mms-nascar-parrainage-roi\\\/\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/mms-nascar-parrainage-roi\\\/\",\"name\":\"Parrainage M&M's NASCAR : 30 ans et un ROI de 4 pour 1\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/mms-nascar-parrainage-roi\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/mms-nascar-parrainage-roi\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/mmbase.jpg\",\"datePublished\":\"2026-08-26T13:43:05+00:00\",\"description\":\"Mars a communiqu\u00e9 \u00e0 Forbes un retour de 4 dollars par dollar investi en NASCAR : les chiffres de 2012, la sortie en 2022 et le retour d'une seule nuit.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/mms-nascar-parrainage-roi\\\/#breadcrumb\"},\"inLanguage\":\"fr\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/mms-nascar-parrainage-roi\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/mms-nascar-parrainage-roi\\\/#primaryimage\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/mmbase.jpg\",\"contentUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/mmbase.jpg\",\"width\":1024,\"height\":768},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/blog\\\/mms-nascar-parrainage-roi\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"M&#038;M&#8217;s et la NASCAR : trente ans, un ROI de 4 pour 1 et comment se termine un parrainage\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/#website\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/\",\"name\":\"RTR Sports Marketing\",\"description\":\"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.\",\"publisher\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/#organization\"},\"alternateName\":\"RTR Sports\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/#organization\",\"name\":\"RTR Sports Marketing\",\"alternateName\":\"RTR sports\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/01\\\/rtrsports-anniversary-1.jpg\",\"contentUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/01\\\/rtrsports-anniversary-1.jpg\",\"width\":946,\"height\":260,\"caption\":\"RTR Sports Marketing\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/RTRSportsMarketing\\\/\",\"https:\\\/\\\/x.com\\\/rtrsports\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/rtr-sports-marketing\\\/\"],\"description\":\"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.\",\"email\":\"info@rtrsports.com\",\"legalName\":\"RTR Sports Marketing LTD\",\"numberOfEmployees\":{\"@type\":\"QuantitativeValue\",\"minValue\":\"1\",\"maxValue\":\"10\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/#\\\/schema\\\/person\\\/6db38b859a8be0e39a3fb94a2a7b0a24\",\"name\":\"Emanuele Venturoli\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/0b31d97856061312ddbe71e59715c5835bd3e68f9734d235e2650b6c5a1fb59f?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/0b31d97856061312ddbe71e59715c5835bd3e68f9734d235e2650b6c5a1fb59f?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/0b31d97856061312ddbe71e59715c5835bd3e68f9734d235e2650b6c5a1fb59f?s=96&d=mm&r=g\",\"caption\":\"Emanuele Venturoli\"},\"description\":\"Emanuele Venturoli is Head of Communication &amp; Marketing at RTR Sports Marketing, where he has led the agency's editorial, digital, and SEO output since 2012. He holds a degree in Public, Political and Institutional Communication from the University of Bologna and began his career in sport at Virtus Bologna basketball before moving into motorsport. He lectures in sports marketing at 24ORE Business School and writes across Formula 1, MotoGP, and sponsorship strategy, overseeing RTR's multilingual content platform across 13 languages.\",\"sameAs\":[\"https:\\\/\\\/rtrsports.com\",\"https:\\\/\\\/www.facebook.com\\\/rtrsportsmarketing\",\"https:\\\/\\\/it.linkedin.com\\\/in\\\/emanueleventuroli\",\"https:\\\/\\\/x.com\\\/twitter.com\\\/RTR_motoGP\"],\"url\":\"https:\\\/\\\/rtrsports.com\\\/fr\\\/author\\\/emanuele\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Parrainage M&M's NASCAR : 30 ans et un ROI de 4 pour 1","description":"Mars a communiqu\u00e9 \u00e0 Forbes un retour de 4 dollars par dollar investi en NASCAR : les chiffres de 2012, la sortie en 2022 et le retour d'une seule nuit.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/rtrsports.com\/fr\/blog\/mms-nascar-parrainage-roi\/","og_locale":"fr_FR","og_type":"article","og_title":"M&M's et la NASCAR : trente ans, un ROI de 4 pour 1 et comment se termine un parrainage","og_description":"Mars a communiqu\u00e9 \u00e0 Forbes un retour de 4 dollars par dollar investi en NASCAR : les chiffres de 2012, la sortie en 2022 et le retour d'une seule nuit.","og_url":"https:\/\/rtrsports.com\/fr\/blog\/mms-nascar-parrainage-roi\/","og_site_name":"RTR Sports","article_publisher":"https:\/\/www.facebook.com\/RTRSportsMarketing\/","article_author":"https:\/\/www.facebook.com\/rtrsportsmarketing","og_image":[{"width":1024,"height":768,"url":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/mmbase.jpg","type":"image\/jpeg"}],"author":"Emanuele Venturoli","twitter_card":"summary_large_image","twitter_creator":"@twitter.com\/RTR_motoGP","twitter_site":"@rtrsports","twitter_misc":{"Written by":"Emanuele Venturoli","Est. reading time":"7 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/rtrsports.com\/fr\/blog\/mms-nascar-parrainage-roi\/#article","isPartOf":{"@id":"https:\/\/rtrsports.com\/fr\/blog\/mms-nascar-parrainage-roi\/"},"author":{"name":"Emanuele Venturoli","@id":"https:\/\/rtrsports.com\/fr\/#\/schema\/person\/6db38b859a8be0e39a3fb94a2a7b0a24"},"headline":"M&#038;M&#8217;s et la NASCAR : trente ans, un ROI de 4 pour 1 et comment se termine un parrainage","datePublished":"2026-08-26T13:43:05+00:00","mainEntityOfPage":{"@id":"https:\/\/rtrsports.com\/fr\/blog\/mms-nascar-parrainage-roi\/"},"wordCount":1593,"commentCount":0,"publisher":{"@id":"https:\/\/rtrsports.com\/fr\/#organization"},"image":{"@id":"https:\/\/rtrsports.com\/fr\/blog\/mms-nascar-parrainage-roi\/#primaryimage"},"thumbnailUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/mmbase.jpg","articleSection":["Marketing sportif"],"inLanguage":"fr","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/rtrsports.com\/fr\/blog\/mms-nascar-parrainage-roi\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/rtrsports.com\/fr\/blog\/mms-nascar-parrainage-roi\/","url":"https:\/\/rtrsports.com\/fr\/blog\/mms-nascar-parrainage-roi\/","name":"Parrainage M&M's NASCAR : 30 ans et un ROI de 4 pour 1","isPartOf":{"@id":"https:\/\/rtrsports.com\/fr\/#website"},"primaryImageOfPage":{"@id":"https:\/\/rtrsports.com\/fr\/blog\/mms-nascar-parrainage-roi\/#primaryimage"},"image":{"@id":"https:\/\/rtrsports.com\/fr\/blog\/mms-nascar-parrainage-roi\/#primaryimage"},"thumbnailUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/mmbase.jpg","datePublished":"2026-08-26T13:43:05+00:00","description":"Mars a communiqu\u00e9 \u00e0 Forbes un retour de 4 dollars par dollar investi en NASCAR : les chiffres de 2012, la sortie en 2022 et le retour d'une seule nuit.","breadcrumb":{"@id":"https:\/\/rtrsports.com\/fr\/blog\/mms-nascar-parrainage-roi\/#breadcrumb"},"inLanguage":"fr","potentialAction":[{"@type":"ReadAction","target":["https:\/\/rtrsports.com\/fr\/blog\/mms-nascar-parrainage-roi\/"]}]},{"@type":"ImageObject","inLanguage":"fr","@id":"https:\/\/rtrsports.com\/fr\/blog\/mms-nascar-parrainage-roi\/#primaryimage","url":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/mmbase.jpg","contentUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/mmbase.jpg","width":1024,"height":768},{"@type":"BreadcrumbList","@id":"https:\/\/rtrsports.com\/fr\/blog\/mms-nascar-parrainage-roi\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/rtrsports.com\/fr\/"},{"@type":"ListItem","position":2,"name":"M&#038;M&#8217;s et la NASCAR : trente ans, un ROI de 4 pour 1 et comment se termine un parrainage"}]},{"@type":"WebSite","@id":"https:\/\/rtrsports.com\/fr\/#website","url":"https:\/\/rtrsports.com\/fr\/","name":"RTR Sports Marketing","description":"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.","publisher":{"@id":"https:\/\/rtrsports.com\/fr\/#organization"},"alternateName":"RTR Sports","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/rtrsports.com\/fr\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr"},{"@type":"Organization","@id":"https:\/\/rtrsports.com\/fr\/#organization","name":"RTR Sports Marketing","alternateName":"RTR sports","url":"https:\/\/rtrsports.com\/fr\/","logo":{"@type":"ImageObject","inLanguage":"fr","@id":"https:\/\/rtrsports.com\/fr\/#\/schema\/logo\/image\/","url":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/01\/rtrsports-anniversary-1.jpg","contentUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/01\/rtrsports-anniversary-1.jpg","width":946,"height":260,"caption":"RTR Sports Marketing"},"image":{"@id":"https:\/\/rtrsports.com\/fr\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/RTRSportsMarketing\/","https:\/\/x.com\/rtrsports","https:\/\/www.linkedin.com\/company\/rtr-sports-marketing\/"],"description":"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.","email":"info@rtrsports.com","legalName":"RTR Sports Marketing LTD","numberOfEmployees":{"@type":"QuantitativeValue","minValue":"1","maxValue":"10"}},{"@type":"Person","@id":"https:\/\/rtrsports.com\/fr\/#\/schema\/person\/6db38b859a8be0e39a3fb94a2a7b0a24","name":"Emanuele Venturoli","image":{"@type":"ImageObject","inLanguage":"fr","@id":"https:\/\/secure.gravatar.com\/avatar\/0b31d97856061312ddbe71e59715c5835bd3e68f9734d235e2650b6c5a1fb59f?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/0b31d97856061312ddbe71e59715c5835bd3e68f9734d235e2650b6c5a1fb59f?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/0b31d97856061312ddbe71e59715c5835bd3e68f9734d235e2650b6c5a1fb59f?s=96&d=mm&r=g","caption":"Emanuele Venturoli"},"description":"Emanuele Venturoli is Head of Communication &amp; Marketing at RTR Sports Marketing, where he has led the agency's editorial, digital, and SEO output since 2012. He holds a degree in Public, Political and Institutional Communication from the University of Bologna and began his career in sport at Virtus Bologna basketball before moving into motorsport. He lectures in sports marketing at 24ORE Business School and writes across Formula 1, MotoGP, and sponsorship strategy, overseeing RTR's multilingual content platform across 13 languages.","sameAs":["https:\/\/rtrsports.com","https:\/\/www.facebook.com\/rtrsportsmarketing","https:\/\/it.linkedin.com\/in\/emanueleventuroli","https:\/\/x.com\/twitter.com\/RTR_motoGP"],"url":"https:\/\/rtrsports.com\/fr\/author\/emanuele\/"}]}},"_links":{"self":[{"href":"https:\/\/rtrsports.com\/fr\/wp-json\/wp\/v2\/posts\/348681","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rtrsports.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rtrsports.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/fr\/wp-json\/wp\/v2\/comments?post=348681"}],"version-history":[{"count":1,"href":"https:\/\/rtrsports.com\/fr\/wp-json\/wp\/v2\/posts\/348681\/revisions"}],"predecessor-version":[{"id":348685,"href":"https:\/\/rtrsports.com\/fr\/wp-json\/wp\/v2\/posts\/348681\/revisions\/348685"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/fr\/wp-json\/wp\/v2\/media\/156209"}],"wp:attachment":[{"href":"https:\/\/rtrsports.com\/fr\/wp-json\/wp\/v2\/media?parent=348681"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rtrsports.com\/fr\/wp-json\/wp\/v2\/categories?post=348681"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rtrsports.com\/fr\/wp-json\/wp\/v2\/tags?post=348681"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}