{"id":350976,"date":"2018-06-04T15:53:11","date_gmt":"2018-06-04T13:53:11","guid":{"rendered":"https:\/\/rtrsports.com\/femmes-et-sponsoring-sportif\/"},"modified":"2026-09-09T16:49:27","modified_gmt":"2026-09-09T14:49:27","slug":"femmes-et-sponsoring-sportif","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/femmes-et-sponsoring-sportif\/","title":{"rendered":"Femmes et sponsoring sportif"},"content":{"rendered":"

Il est une phrase que les professionnels du marketing sportif entendent encore, avec une certaine r\u00e9gularit\u00e9, lors des premiers appels avec des clients potentiels : \u00ab Le sport ne nous int\u00e9resse pas \u2014 nos acheteurs sont des femmes. \u00bb<\/em> C’est une conviction qui a tenu pendant des ann\u00e9es, nourrie par des st\u00e9r\u00e9otypes tenaces. Les donn\u00e9es de 2024 et de 2025 racontent cependant une histoire radicalement diff\u00e9rente \u2014 et ceux qui continuent de les ignorer laissent une opportunit\u00e9 concr\u00e8te sur la table.<\/p>\n

Les chiffres qui red\u00e9finissent l’audience<\/h2>\n

En d\u00e9cembre 2024, Nielsen a publi\u00e9 les r\u00e9sultats d’une \u00e9tude men\u00e9e aupr\u00e8s de 46 000 personnes dans 37 march\u00e9s internationaux : 41 % des fans de Formule 1 sont des femmes. Il ne s’agit pas d’une tendance \u00e9mergente \u2014 c’est d\u00e9j\u00e0 un fait \u00e9tabli. La Formule 1 a d\u00e9pass\u00e9 les 750 millions de fans \u00e0 l’\u00e9chelle mondiale, et le segment f\u00e9minin est l’un des principaux moteurs de cette croissance.<\/p>\n

Les donn\u00e9es de l’enqu\u00eate mondiale F1 2025, conduite avec Motorsport Network, vont encore plus loin : les femmes repr\u00e9sentent aujourd’hui 42 % de l’audience F1 et sont au c\u0153ur d’un changement g\u00e9n\u00e9rationnel \u2014 trois fans sur quatre parmi ceux qui d\u00e9couvrent la s\u00e9rie pour la premi\u00e8re fois sont des femmes. Ce n’est pas une niche. C’est la direction que prend l’ensemble du march\u00e9.<\/p>\n

Dans le motorsport sur deux roues, la tendance est similaire. L’audience f\u00e9minine de la MotoGP repr\u00e9sente environ 20 % de la cible t\u00e9l\u00e9visuelle mondiale \u2014 une part en croissance continue selon les donn\u00e9es Motorsport Network \u2014 avec des pics significatifs sur les march\u00e9s asiatiques et dans les tranches d’\u00e2ge les plus jeunes. Le profil de l’audience MotoGP<\/a> r\u00e9v\u00e8le une p\u00e9n\u00e9tration f\u00e9minine que de nombreux sponsors continuent de sous-estimer syst\u00e9matiquement.<\/p>\n

Le motorsport au f\u00e9minin : des tribunes aux propri\u00e9t\u00e9s de sponsoring<\/h2>\n

L’\u00e9volution du public f\u00e9minin ne surgit pas de nulle part \u2014 elle est aliment\u00e9e par une offre de contenu et de comp\u00e9tition qui a consid\u00e9rablement \u00e9volu\u00e9 ces deux derni\u00e8res ann\u00e9es.<\/p>\n

La F1 Academy<\/strong>, la s\u00e9rie monoplace r\u00e9serv\u00e9e aux pilotes f\u00e9minines, est d\u00e9j\u00e0 la deuxi\u00e8me s\u00e9rie la plus suivie parmi les fans f\u00e9minines de F1 : 42 % des fans f\u00e9minines d\u00e9clarent la suivre. En mai 2025, Netflix a lanc\u00e9 F1 : The Academy<\/em>, g\u00e9n\u00e9rant 89 millions de contacts estim\u00e9s lors de la seule semaine de lancement. C’est une s\u00e9rie qui ne se contente pas d’exister \u2014 elle g\u00e9n\u00e8re de l’audience, de la conversation et une association de valeurs pour les marques pr\u00e9sentes.<\/p>\n

Dans le monde des deux roues, 2024 a marqu\u00e9 le lancement du WorldWCR \u2014 FIM Women’s Circuit Racing World Championship<\/strong>, la s\u00e9rie mondiale f\u00e9minine organis\u00e9e dans le cadre du calendrier WorldSBK. La premi\u00e8re \u00e9dition a r\u00e9uni 25 pilotes de 18 nations et six continents, avec Ana Carrasco \u2014 d\u00e9j\u00e0 championne du monde Supersport 300 \u2014 remportant le titre inaugural. L’\u00e9dition 2025 a confirm\u00e9 la formule, avec 14 nationalit\u00e9s sur une grille encore plus comp\u00e9titive.<\/p>\n

Ce ne sont pas des op\u00e9rations de communication internes au motorsport. Ce sont des propri\u00e9t\u00e9s de sponsoring \u2014 avec une audience mesurable, une couverture TV et digitale internationale, et une association de valeurs autour du talent f\u00e9minin dans le sport d’\u00e9lite que de plus en plus de marques recherchent activement.<\/p>\n

Le pr\u00e9jug\u00e9 du d\u00e9cideur d’achat d\u00e9mont\u00e9<\/h2>\n

Le raisonnement classique \u2014 notre cible est f\u00e9minine, donc le sport ne nous concerne pas \u2014 comporte deux d\u00e9fauts structurels. Le premier : il pr\u00e9suppose que les femmes ne regardent pas le sport, une hypoth\u00e8se que les donn\u00e9es r\u00e9futent sans ambigu\u00eft\u00e9. Le second, plus subtil : il confond le profil du consommateur final avec celui de l’audience sportive, comme si les deux \u00e9taient incompatibles.<\/p>\n

Les femmes qui suivent la F1, le WorldSBK ou la MotoGP ne cessent pas d’\u00eatre des consommatrices, des d\u00e9cideuses d’achat, des professionnelles disposant d’un pouvoir d’achat. Atteindre une audience f\u00e9minine par le sport n’est pas un paradoxe \u2014 c’est exactement la m\u00eame logique qui s’applique \u00e0 tout autre m\u00e9dia.<\/p>\n

Le chiffre qui cl\u00f4t l’argument provient de SponsorUnited : en 2024, les accords de sponsoring dans le sport f\u00e9minin ont progress\u00e9 de 22 % par rapport \u00e0 l’ann\u00e9e pr\u00e9c\u00e9dente. Sur la p\u00e9riode 2022-2024, les revenus du sport f\u00e9minin ont cru 4,5 fois plus vite que ceux du sport masculin. Le march\u00e9 a d\u00e9j\u00e0 fait son choix \u2014 sur la base de donn\u00e9es, et non d’intuitions.<\/p>\n

Les implications pour les marques<\/h2>\n

Si l’audience sportive est f\u00e9minine \u00e0 41-42 % dans le cas de la F1 et en croissance dans toutes les autres disciplines du motorsport, la question pour un directeur marketing n’est plus si le sport les int\u00e9resse. C’est : quelle propri\u00e9t\u00e9, avec quel angle d’activation, atteint leur cible avec la plus grande efficacit\u00e9.<\/p>\n

La r\u00e9ponse d\u00e9pend de la marque, du march\u00e9 et du budget. Mais la pr\u00e9misse \u2014 que le sport est un m\u00e9dium inadapt\u00e9 pour toucher les femmes \u2014 est d\u00e9finitivement d\u00e9pass\u00e9e par les faits. Qui con\u00e7oit une strat\u00e9gie de sponsoring sportif<\/a> en 2025 ne peut plus se permettre d’ignorer ces donn\u00e9es sans compromettre son analyse concurrentielle.<\/p>\n

La r\u00e9flexion qui reste ouverte ne porte pas sur le fait de savoir si les femmes regardent le sport. Elle porte sur le nombre de marques qui ont d\u00e9j\u00e0 actualis\u00e9 leur lecture du march\u00e9 \u2014 et combien ne l’ont pas encore fait.<\/p>\n\n

Questions fr\u00e9quentes sur les femmes et le sponsoring sportif<\/h2>\n
\r\n\r\n

Frequently Asked Questions<\/b><\/h2>\r\n \r\n
\n
\r\n\r\n

\r\n Combien de femmes suivent la Formule 1 ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Selon l’\u00e9tude Nielsen conduite aupr\u00e8s de 46 000 personnes dans 37 march\u00e9s internationaux (d\u00e9cembre 2024), 41 % des fans de Formule 1 sont des femmes. L’enqu\u00eate mondiale F1 2025 indique que les femmes repr\u00e9sentent 42 % de l’audience et que trois fans sur quatre parmi les nouveaux adeptes sont des femmes.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Existe-t-il des championnats de motorsport exclusivement f\u00e9minins ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Oui. La F1 Academy est la s\u00e9rie monoplace pour pilotes f\u00e9minines dans l’\u00e9cosyst\u00e8me de la Formule 1. Dans le WorldSBK, le WorldWCR a d\u00e9but\u00e9 en 2024 avec 25 pilotes de 18 nations ; Ana Carrasco a remport\u00e9 le titre inaugural. Toutes deux sont des propri\u00e9t\u00e9s de sponsoring avec audience mesurable et couverture m\u00e9diatique internationale.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Est-il judicieux de sponsoriser le sport si ma cible est f\u00e9minine ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Oui. Les femmes repr\u00e9sentent 41-42 % des fans de F1. 50 % des fans du sport f\u00e9minin d\u00e9clarent que le sponsoring augmente leur propension \u00e0 l’achat (SponsorUnited, 2024).<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Les sponsorings dans le sport f\u00e9minin sont-ils en croissance ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Oui. Les accords ont augment\u00e9 de 22 % en 2024. Les revenus du sport f\u00e9minin ont cru 4,5 fois plus vite que ceux du sport masculin en 2022-2024 (SponsorUnited).<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Comment \u00e9valuer un sponsoring sportif pour toucher une audience f\u00e9minine ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Analyser l’audience de la propri\u00e9t\u00e9 cibl\u00e9e : genre, \u00e2ge, march\u00e9s. F1 et WorldSBK proposent des donn\u00e9es structur\u00e9es. Une agence sp\u00e9cialis\u00e9e peut identifier la propri\u00e9t\u00e9 la plus adapt\u00e9e aux objectifs et au budget.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

41 % des fans de F1 sont des femmes et 3 nouveaux fans sur 4 sont des femmes : les donnees Nielsen 2024 et l’enquete mondiale F1 2025 desmontrent que les femmes suivent le sport. 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