{"id":350976,"date":"2026-09-03T16:02:32","date_gmt":"2026-09-03T14:02:32","guid":{"rendered":"https:\/\/rtrsports.com\/femmes-et-sponsoring-sportif\/"},"modified":"2026-09-03T16:05:22","modified_gmt":"2026-09-03T14:05:22","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":"

Le lien entre femmes et sponsoring sportif<\/strong> m\u00e9rite qu’on s’y attarde. De nombreux produits sont consid\u00e9r\u00e9s comme l’apanage du public f\u00e9minin, et il n’est pas rare d’entendre : \u00ab Nous ne sponsorisons pas ce secteur, car la d\u00e9cision d’achat revient \u00e0 une femme. \u00bb<\/strong> Un pr\u00e9jug\u00e9 erron\u00e9 et un peu dat\u00e9, sur lequel nous aimerions apporter quelques \u00e9claircissements.<\/p>\n

Si, \u00e0 premi\u00e8re vue, la passion pour le sport semble tr\u00e8s majoritairement associ\u00e9e aux hommes, il faut avant tout souligner que le nombre de femmes qui assistent \u00e0 des \u00e9v\u00e9nements sportifs ou qui regardent le sport \u00e0 la t\u00e9l\u00e9vision<\/strong> (ou via d’autres supports) est en tr\u00e8s forte augmentation<\/strong>.<\/p>\n

Selon Repucom, dans les 24 principaux pays repr\u00e9sentant les Am\u00e9riques, l’Asie et l’Europe, en moyenne 46 % des femmes se d\u00e9clarent int\u00e9ress\u00e9es, voire tr\u00e8s int\u00e9ress\u00e9es, par le sport, contre 69 % des hommes<\/strong> : un \u00e9cart r\u00e9el, mais pas \u00e9norme*.<\/p>\n

Qu’est-ce que les femmes regardent ?<\/h2>\n

Un aspect significatif concerne les sports que les femmes suivent.<\/strong> On entend souvent associer certaines disciplines aux femmes (le volley-ball, par exemple), en pr\u00e9sumant, pour une raison ou une autre, qu’elles ne s’int\u00e9ressent pas au football, au rugby ou \u00e0 des sports qualifi\u00e9s, un peu tristement, de \u00ab plus masculins \u00bb. Rien n’est \u00e9videmment plus faux.<\/p>\n

Le tennis, le football et l’athl\u00e9tisme<\/strong> sont, toujours selon la m\u00eame \u00e9tude, les sports les plus populaires parmi les femmes au Royaume-Uni<\/strong>. En Allemagne<\/strong>, en revanche, elles pr\u00e9f\u00e8rent le football, l’athl\u00e9tisme et le sport automobile.<\/p>\n

Cette derni\u00e8re cat\u00e9gorie de disciplines m\u00e9rite une mention particuli\u00e8re : celle du sport automobile et moto. Non seulement les voitures et les motos sont largement appr\u00e9ci\u00e9es des femmes (selon les \u00e9tudes les plus r\u00e9centes, un spectateur de MotoGP sur 3 est une femme<\/a>), mais plusieurs programmes sportifs \u00e0 succ\u00e8s ont \u00e9t\u00e9 lanc\u00e9s \u2014 comme la W Series<\/a> \u2014 dans le but d’augmenter le nombre de \u00ab drivers \u00bb et de \u00ab riders \u00bb f\u00e9minines au sein des championnats. Difficile de savoir, comme souvent, qui de l’\u0153uf ou de la poule est arriv\u00e9 en premier, mais les excellentes performances de pilotes comme Ana Carrasco<\/strong><\/a>, Alice Powell<\/strong>, Juju Noda<\/strong> et Tatiana Calder\u00f3n<\/strong> montrent une courbe de progression tr\u00e8s forte.<\/p>\n

D\u00e9cideur d’achat : qui est-il vraiment ?<\/h2>\n

Pour les marques traditionnellement associ\u00e9es \u00e0 une d\u00e9cisionnaire d’achat f\u00e9minine (entretien de la maison, alimentation), l’efficacit\u00e9 potentielle du sponsoring est encore renforc\u00e9e, sur le march\u00e9 italien<\/strong>, par un profond changement social : la croissance des foyers compos\u00e9s d’une seule personne.<\/p>\n

Selon l’Annuaire statistique de l’Istat 2017<\/strong>, 31,6 % des foyers italiens sont compos\u00e9s d’une seule personne. Parmi eux, 58,9 % sont des hommes. Imaginez l’impact de cette donn\u00e9e sur la figure classique de la d\u00e9cisionnaire d’achat qui remplit le r\u00e9frig\u00e9rateur et s’occupe de la maison.<\/p>\n

Dans certains pays, le nombre de femmes int\u00e9ress\u00e9es par le sport a d\u00e9sormais rejoint celui des hommes, comme le r\u00e9v\u00e8le cette \u00e9tude Nielsen men\u00e9e en Australie.<\/p>\n

\"\"<\/p>\n

En juillet 2017, le Nielsen Digital Ratings (Monthly) a recens\u00e9 11,4 millions d’Australiens ayant consomm\u00e9 du contenu sportif sur mobile, ordinateur ou tablette, soit une hausse globale de 6 %<\/strong> par rapport \u00e0 juin 2017. Chez les femmes, la progression a atteint 10 %<\/strong>, contre 3 % chez les hommes sur la m\u00eame p\u00e9riode.<\/p>\n

Enfin, nous sommes heureux de souligner les r\u00e9centes avanc\u00e9es en faveur des femmes dans l’acc\u00e8s au sport<\/strong>, y compris dans des pays traditionnellement r\u00e9ticents. Il y a quelques semaines \u00e0 peine, l’Arabie saoudite a annonc\u00e9 qu’elle autorisait enfin les femmes \u00e0 assister aux matchs de football dans les stades. lire l’article du Guardian<\/strong><\/a><\/p>\n

Pour en savoir plus, n’h\u00e9sitez pas \u00e0 nous \u00e9crire \u00e0 info@rtrsports.com<\/a><\/p>\n\n

*Source: Fan DNA Survey, August 2014, total for eight countries (USA, UK, Germany, Mexico, Malaysia, China, Japan, Australia), respondents aged 16-65 at least a little interested in sport (80-95% of total age group population) n=24,024<\/pre>\n
    
\r\n\r\n                    
Questions fr\u00e9quentes<\/b><\/h2>\r\n        \r\n            
\r\n\r\n        
\r\n            Les femmes s'int\u00e9ressent-elles r\u00e9ellement au sport autant que les hommes ?<\/b>\r\n        <\/h3>\r\n\r\n        
\r\n            
\r\n                
Selon une \u00e9tude Repucom men\u00e9e dans 24 pays, en moyenne 46% des femmes se d\u00e9clarent int\u00e9ress\u00e9es ou tr\u00e8s int\u00e9ress\u00e9es par le sport, contre 69% des hommes \u2014 un \u00e9cart r\u00e9el mais pas \u00e9norme, qui se r\u00e9duit rapidement dans des march\u00e9s comme l’Australie.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n        
\r\n\r\n        
\r\n            Quels sports les femmes suivent-elles le plus ?<\/b>\r\n        <\/h3>\r\n\r\n        
\r\n            
\r\n                
Cela varie selon les pays : au Royaume-Uni, le tennis, le football et l’athl\u00e9tisme sont les plus populaires chez les femmes, tandis qu’en Allemagne dominent le football, l’athl\u00e9tisme et le sport automobile.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \r\n    <\/div>\r\n    
\n <\/p>\n","protected":false},"excerpt":{"rendered":"
Les femmes s’int\u00e9ressent au sport bien plus qu’on ne le pense, et leur poids dans la d\u00e9cision d’achat change la donne pour les marques sponsors. Chiffres, \u00e9tudes et exemples concrets, du motorsport au football.<\/p>\n","protected":false},"author":14,"featured_media":157601,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20131],"tags":[],"class_list":["post-350976","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportif-fr"],"acf":[],"contentshake_article_id":"","yoast_head":"\nFemmes et sponsoring sportif : ce que r\u00e9v\u00e8lent les chiffres<\/title>\n<meta name=\"description\" content=\"Femmes et sponsoring sportif : donn\u00e9es Repucom et Nielsen, audience MotoGP, W Series. 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