{"id":351286,"date":"2026-09-04T12:05:48","date_gmt":"2026-09-04T10:05:48","guid":{"rendered":"https:\/\/rtrsports.com\/parrainage-sportif-scandales-comment-gerer-la-crise\/"},"modified":"2026-09-04T12:05:58","modified_gmt":"2026-09-04T10:05:58","slug":"parrainage-sportif-scandales-comment-gerer-la-crise","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/parrainage-sportif-scandales-comment-gerer-la-crise\/","title":{"rendered":"Parrainage sportif et scandales : comment g\u00e9rer la crise"},"content":{"rendered":"

Mis \u00e0 jour en septembre 2026.<\/em><\/p>\n

\"parrainage<\/p>\n

Dans des cas extr\u00eames, le parrainage<\/strong> peut se retourner contre le sponsor<\/strong> lui-m\u00eame : la r\u00e8gle d’or est donc d’\u00eatre pr\u00eat \u00e0 tout<\/strong>. Ce sont certes des situations limites, mais que se passe-t-il si l’athl\u00e8te ou l’\u00e9quipe que nous parrainons est surpris en train d’utiliser des substances dopantes<\/strong> ? Que se passe-t-il si, en plein match ou en pleine course, le comportement de votre \u00e9quipe est antisportif ou violent<\/strong> ? Ou si elle tente de corrompre un arbitre en offrant des cadeaux inappropri\u00e9s<\/strong> pour en obtenir des faveurs ? Et que se passe-t-il si tout cela d\u00e9bouche sur un scandale<\/strong> suivi d’une disqualification ?<\/p>\n

Ce sont des sc\u00e9narios bien r\u00e9els, et les sponsors<\/strong> risquent de payer cher pour quelque chose dont ils n’\u00e9taient pas au courant et qui \u00e9chappe \u00e0 leur contr\u00f4le. Ces \u00e9pisodes ne nuisent pas seulement \u00e0 l’image de l’\u00e9quipe et du sport<\/strong> : ils se r\u00e9percutent in\u00e9vitablement sur leurs sponsors<\/strong>. Ce ph\u00e9nom\u00e8ne est particuli\u00e8rement marqu\u00e9 lorsqu’on est le sponsor dont le nom est associ\u00e9 \u00e0 l’\u00e9quipe.<\/p>\n

Nous savons que les valeurs du sport<\/strong> et de l’\u00e9quipe s’impriment, avec le temps, sur la marque du sponsor \u2014 dans le bon comme dans le mauvais sens. Si vous avez b\u00e9n\u00e9fici\u00e9 d’une exp\u00e9rience positive jusqu’au moment du d\u00e9sastre, vous risquez d’an\u00e9antir le travail accompli jusque-l\u00e0. Tout est remis en jeu… y compris la relation de confiance entre l’entreprise et ses clients.<\/p>\n

Que faire<\/h2>\n

Quelle est la meilleure fa\u00e7on de g\u00e9rer une telle situation ?<\/strong> Il n’existe pas de r\u00e9ponse standard \u00e0 cette question : il n’y a pas de recette universelle.<\/p>\n

Par le pass\u00e9, nous avons observ\u00e9 des approches tr\u00e8s diff\u00e9rentes de la part d’entreprises distinctes, voire des r\u00e9actions contradictoires \u00e9manant d’un m\u00eame groupe.<\/p>\n

De l’abandon total du cyclisme par Mapei<\/strong> jusqu’\u00e0 la d\u00e9cision de Nike<\/strong> de se s\u00e9parer d’Armstrong<\/strong> tout en maintenant son parrainage de la disqualifi\u00e9e Maria Sharapova<\/strong> \u2014 avant de ne finalement pas renouveler le contrat \u00e0 son \u00e9ch\u00e9ance en 2020. En 2018, le scandale de l’\u00e9quipe nationale australienne de cricket<\/strong> \u2014 prise en flagrant d\u00e9lit de manipulation du ballon \u2014 a entra\u00een\u00e9 une fuite rapide des sponsors, tant de l’\u00e9quipe nationale que des joueurs individuels. Parmi eux, le Magellan Financial Group<\/strong>, qui a r\u00e9sili\u00e9 un accord d’une valeur estim\u00e9e \u00e0 environ 14 millions de dollars australiens. Toujours en 2018, la controverse autour de Chris Froome<\/strong>, accus\u00e9 d’avoir d\u00e9pass\u00e9 les valeurs autoris\u00e9es de salbutamol, s’est r\u00e9solue par sa pleine exon\u00e9ration par le TAS en juillet de la m\u00eame ann\u00e9e : Froome a remport\u00e9 le Tour d’Italie 2018 et ses sponsors n’ont subi aucune cons\u00e9quence notable.<\/p>\n

Plus r\u00e9cemment, en 2024, l’affaire Jannik Sinner<\/strong> \u2014 contr\u00f4l\u00e9 positif au clostebol, puis blanchi par l’ITIA et le TAS en 2025 \u2014 a montr\u00e9 comment les sponsors du joueur de tennis italien (notamment Lavazza, Gucci et Prada) ont choisi de maintenir leurs partenariats tout au long de la controverse, une d\u00e9cision qui s’est av\u00e9r\u00e9e judicieuse. En France et en Europe, en 2023, le scandale des paris sportifs en Serie A italienne<\/strong> a pris de court plusieurs clubs et leurs partenaires commerciaux, avec une gestion de crise de communication improvis\u00e9e et aux r\u00e9sultats in\u00e9gaux.<\/p>\n

\u00c9videmment, chaque situation est diff\u00e9rente \u2014 mais le public les analyse-t-il vraiment en profondeur ? Est-il capable d’en distinguer les nuances ? Ou vaut-il mieux se retirer parce qu’on ne veut pas voir le nom d’une marque<\/strong> associ\u00e9 \u00e0 quelqu’un qui triche ? Une entreprise doit-elle d\u00e9cider en fonction de la gravit\u00e9 de l’infraction ? Ou attendre qu’une condamnation d\u00e9finitive soit prononc\u00e9e \u00e0 l’encontre de l’athl\u00e8te ou de l’\u00e9quipe ?<\/p>\n

Planifier en amont<\/h2>\n

Ce n’est pas \u00e0 moi de trancher. Ce que je peux affirmer avec certitude, en revanche, c’est que dans tous les cas, l’entreprise doit disposer d’un plan de gestion de crise<\/strong> \u2014 ou plut\u00f4t de plusieurs plans qui, selon les circonstances et la gravit\u00e9 des faits, et en fonction de la sensibilit\u00e9 des responsables de la communication, permettent d’envisager des issues diff\u00e9rentes… Rester aux c\u00f4t\u00e9s de l’athl\u00e8te ou le l\u00e2cher…<\/p>\n

Les d\u00e9cisions doivent \u00eatre prises avant que le d\u00e9sastre ne survienne<\/strong> (en esp\u00e9rant que ces proc\u00e9dures ne soient jamais utilis\u00e9es, mais en s’assurant qu’elles soient pr\u00eates si quelque chose tourne mal). Ce qu’on ne peut pas se permettre, c’est d’\u00eatre pris au d\u00e9pourvu et de ne pas r\u00e9pondre aux in\u00e9vitables appels de la presse.<\/p>\n

De plus, tout contrat de parrainage<\/a> doit contenir des clauses pour prot\u00e9ger l’entreprise.<\/strong><\/p>\n

Non seulement les droits marketing, l’exposition de la marque, les journ\u00e9es avec les athl\u00e8tes et les visites pour les clients, mais aussi les p\u00e9nalit\u00e9s<\/strong> pour couvrir le pr\u00e9judice concret et potentiel que l’association avec une propri\u00e9t\u00e9 sportive au comportement probl\u00e9matique peut causer.<\/p>\n

Vous souhaitez savoir comment une agence de marketing sportif peut vous aider \u00e0 g\u00e9rer au mieux le parrainage sportif ? \u00c9crivez-nous \u00e0 info@rtrsports.com<\/a><\/p>\n

\r\n\r\n

Questions fr\u00e9quentes sur le parrainage sportif et les scandales<\/b><\/h2>\r\n \r\n
\n
\r\n\r\n

\r\n Que doit faire une entreprise lorsque l'athl\u00e8te ou l'\u00e9quipe parrain\u00e9e est impliqu\u00e9e dans un scandale ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Disposer d’un plan de gestion de crise avant que cela n’arrive, avec des clauses contractuelles prot\u00e9geant l’entreprise (p\u00e9nalit\u00e9s couvrant le pr\u00e9judice d’image potentiel), car les d\u00e9cisions prises sous pression m\u00e9diatique sont presque toujours moins bonnes que celles planifi\u00e9es \u00e0 l’avance.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Les entreprises r\u00e9agissent-elles toujours de la m\u00eame fa\u00e7on \u00e0 un scandale sportif ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Non : les approches varient consid\u00e9rablement, d’un abandon total (Mapei avec le cyclisme apr\u00e8s le scandale du dopage) \u00e0 des choix plus s\u00e9lectifs (Nike a quitt\u00e9 Lance Armstrong mais a maintenu d’autres partenariats dans des cas litigieux) \u2014 il n’existe pas de r\u00e9ponse universelle.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Comment se prot\u00e9ger contractuellement avant un scandale sportif ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

En int\u00e9grant dans le contrat de parrainage des clauses sp\u00e9cifiques : p\u00e9nalit\u00e9s calcul\u00e9es sur le pr\u00e9judice d’image potentiel, droit de r\u00e9siliation imm\u00e9diate en cas de disqualification ou de condamnation p\u00e9nale, et obligations de divulgation de l’athl\u00e8te ou de l’\u00e9quipe en cas d’enqu\u00eate en cours. Un avocat sp\u00e9cialis\u00e9 en droit du sport est indispensable pour r\u00e9diger ces clauses de mani\u00e8re efficace et applicable.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Combien peut co\u00fbter un scandale sportif \u00e0 un sponsor en termes de pr\u00e9judice de marque ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Les co\u00fbts sont difficiles \u00e0 estimer mais bien r\u00e9els : le Magellan Financial Group a rompu un accord d’environ 14 millions de dollars australiens avec le cricket australien en 2018 pour ne pas \u00eatre associ\u00e9 au scandale du ball-tampering. Au-del\u00e0 de la valeur contractuelle perdue, il faut \u00e9galement prendre en compte les co\u00fbts de gestion de crise, la baisse de la notori\u00e9t\u00e9 positive de la marque et l’\u00e9ventuel impact sur les ventes.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Existe-t-il des cas o\u00f9 un scandale ne nuit pas au sponsor ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Oui : lorsque l’athl\u00e8te est finalement disculp\u00e9 et que le sponsor a choisi de lui rester fid\u00e8le \u2014 comme dans le cas de Chris Froome (blanchi par le TAS en 2018) et de Jannik Sinner (blanchi en 2025) \u2014 l’image de la marque peut en ressortir renforc\u00e9e, en tant qu’exemple de loyaut\u00e9 et d’\u00e9quit\u00e9. La cl\u00e9 r\u00e9side dans la disponibilit\u00e9 d’un plan de communication r\u00e9actif et la capacit\u00e9 \u00e0 \u00e9valuer rapidement la gravit\u00e9 et la probabilit\u00e9 d’une condamnation d\u00e9finitive.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Mis \u00e0 jour en septembre 2026. Dans des cas extr\u00eames, le parrainage peut se retourner contre le sponsor lui-m\u00eame : la r\u00e8gle d’or est donc d’\u00eatre pr\u00eat \u00e0 tout. Ce sont certes des situations limites, mais que se passe-t-il si l’athl\u00e8te ou l’\u00e9quipe que nous parrainons est surpris en train d’utiliser des substances dopantes ? […]<\/p>\n","protected":false},"author":14,"featured_media":157593,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20131,20130,20132],"tags":[],"class_list":["post-351286","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportif-fr","category-parrainage-sportif","category-parrainages-sportifs"],"acf":[],"contentshake_article_id":"","yoast_head":"\nParrainage et Scandales Sportifs : Comment G\u00e9rer la Crise<\/title>\n<meta name=\"description\" content=\"Scandales sportifs et parrainage : comment prot\u00e9ger votre marque, quelles clauses contractuelles pr\u00e9voir et comment g\u00e9rer la communication de crise.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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