{"id":351353,"date":"2026-09-04T12:14:25","date_gmt":"2026-09-04T10:14:25","guid":{"rendered":"https:\/\/rtrsports.com\/parrainages-sportifs-impact-consommateurs\/"},"modified":"2026-09-04T12:14:44","modified_gmt":"2026-09-04T10:14:44","slug":"parrainages-sportifs-impact-consommateurs","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/parrainages-sportifs-impact-consommateurs\/","title":{"rendered":"Parrainages sportifs et impact sur les consommateurs : le parcours vers la vente"},"content":{"rendered":"

Parrainages sportifs et inclusion du spectateur<\/h2>\n

Quiconque a assist\u00e9 \u00e0 un grand \u00e9v\u00e9nement sportif \u2014 expert en parrainage ou non \u2014 sait de quoi je parle. Des milliers de personnes qui chantent, encouragent, se l\u00e8vent \u00e0 l’unisson. C’est une exp\u00e9rience intense, difficile \u00e0 oublier.<\/p>\n

C’est une sensation que beaucoup veulent revivre chaque semaine, comme un rituel. Un rituel qui \u00e9voque quelque chose d’ancien : les tribus qui se r\u00e9unissaient pour c\u00e9l\u00e9brer ensemble, le lien que nous appelons aujourd’hui fandom mais dont les racines sont aussi profondes que la communaut\u00e9 elle-m\u00eame.<\/p>\n

C’est quelque chose en quoi croire, quelque chose dont parler, quelque chose \u00e0 d\u00e9fendre chaque dimanche.<\/p>\n

La question commerciale est directe : cet attachement aux couleurs de son \u00e9quipe favorite peut-il influencer les d\u00e9cisions d’achat ?<\/strong> Les donn\u00e9es disent oui. Voici ci-dessous le sch\u00e9ma du parcours et une \u00e9tude de 2017 qui documente comment cet effet se produit.<\/p>\n

Le lien entre \u00e9quipe sportive et supporter : le parcours vers l’achat<\/h2>\n

\"parrainages<\/p>\n

Source : Lings, Ian et Owen, Kate (2007) Achat de la marque d'un sponsor : le r\u00f4le de l'engagement affectif envers l'\u00e9quipe sponsoris\u00e9e. Journal of Marketing Management, 23 (5\/6). pp. 483-496<\/pre>\n
Voici une \u00e9tude de 2017 sp\u00e9cifique \u00e0 la MotoGP, dont les r\u00e9sultats confirment la m\u00eame direction.<\/p>\n
\u00ab Analyzing the influence of attitude towards sponsor and sponsorship awareness to purchase intention in Manado (case study: MotoGP) \u00bb<\/strong> \u2014 PDF disponible \u00e0 l’adresse : https:\/\/ejournal.unsrat.ac.id\/index.php\/jbie\/article\/view\/9849<\/a><\/p>\n
Le document est clair : les parrainages cr\u00e9ent une attitude positive envers la marque qui se traduit par une intention d’achat.<\/strong> Un impact direct, mesurable, pas une hypoth\u00e8se.<\/p>\n
Une donn\u00e9e plus r\u00e9cente va dans le m\u00eame sens. Une m\u00e9ta-analyse de 2023 publi\u00e9e dans l’International Journal of Sports Marketing and Sponsorship<\/em> a confirm\u00e9 que le parrainage sportif produit un effet positif sur l’intention d’achat sup\u00e9rieur \u00e0 celui de la publicit\u00e9 traditionnelle \u2014 en particulier lorsque l’\u00e9v\u00e9nement g\u00e9n\u00e8re une forte implication \u00e9motionnelle du public.<\/p>\n
Pourquoi c’est pertinent pour votre marque<\/h2>\n
Le parrainage<\/strong><\/a> est un outil flexible, avec de multiples leviers op\u00e9rationnels : notori\u00e9t\u00e9 de la marque, opportunit\u00e9s de relations publiques, hospitalit\u00e9 lors des \u00e9v\u00e9nements, activit\u00e9s d’engagement, possibilit\u00e9s de storytelling<\/a>, jusqu’au licensing<\/a>. \u00c0 tout cela s’ajoute d\u00e9sormais une donn\u00e9e que beaucoup sous-estiment encore : la capacit\u00e9 \u00e0 impacter directement l’intention d’achat.<\/p>\n
Si vous n’\u00eates pas encore convaincu, continuez avec les m\u00e9dias traditionnels. Mais essayez au moins une fois d’\u00eatre pr\u00e9sent \u00e0 un \u00e9v\u00e9nement. Non comme touriste \u2014 comme observateur. Regardez ce qui entoure le supporter. Lisez les banni\u00e8res, les livr\u00e9es, les mat\u00e9riaux dans l’espace hospitalit\u00e9. Ce que vous voyez est un syst\u00e8me d’influence qui fonctionne parce que le contexte \u00e9motionnel fait le travail lourd.<\/p>\n
Une fois \u00e9tabli le lien entre parrainage et impact sur les ventes, vous pouvez construire votre strat\u00e9gie sur des bases solides. Votre \u00e9quipe pr\u00e9f\u00e9r\u00e9e peut faire bien plus que vous ne l’imaginez \u2014 y compris pour votre entreprise.<\/p>\n\n
Pour approfondir ou discuter d’un cas sp\u00e9cifique, \u00e9crivez-nous \u00e0 info@rtrsports.com<\/p>\n
Questions fr\u00e9quentes sur le parrainage sportif et l’impact sur les consommateurs<\/h2>\n    
\r\n\r\n                    
Frequently Asked Questions<\/b><\/h2>\r\n        \r\n        
\n    
\r\n\r\n        
\r\n            Le parrainage sportif influence-t-il vraiment les d\u00e9cisions d'achat des consommateurs ?<\/b>\r\n        <\/h3>\r\n\r\n        
\r\n            
\r\n                
Oui. Des recherches acad\u00e9miques confirment un effet direct : l’\u00e9tude de Lings et Owen (Journal of Marketing Management, 2007) et une \u00e9tude de 2017 sur la MotoGP montrent que le parrainage g\u00e9n\u00e8re une attitude positive envers la marque, qui se traduit par une intention d’achat mesurable.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    
\n    
\r\n\r\n        
\r\n            Quel est le parcours qui m\u00e8ne un supporter \u00e0 acheter les produits d'un sponsor ?<\/b>\r\n        <\/h3>\r\n\r\n        
\r\n            
\r\n                
Le parcours est document\u00e9 : le lien \u00e9motionnel avec l’\u00e9quipe ou l’athl\u00e8te g\u00e9n\u00e8re une attitude positive envers la marque associ\u00e9e, qui se consolide en intention d’achat. Plus le spectateur est impliqu\u00e9 \u00e9motionnellement, plus cet effet se renforce.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    
\n    
\r\n\r\n        
\r\n            Comment le parrainage sportif augmente-t-il la notori\u00e9t\u00e9 de la marque ?<\/b>\r\n        <\/h3>\r\n\r\n        
\r\n            
\r\n                
Le parrainage garantit une exposition r\u00e9p\u00e9t\u00e9e de la marque dans un contexte \u00e0 forte implication \u00e9motionnelle. Le logo est associ\u00e9 \u00e0 un moment de plaisir et d’identification \u2014 une condition qui facilite la m\u00e9morisation et la reconnaissance de la marque dans le temps.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    
\n    
\r\n\r\n        
\r\n            Quel est le ROI typique d'un parrainage sportif ?<\/b>\r\n        <\/h3>\r\n\r\n        
\r\n            
\r\n                
Le ROI varie selon le sport, la propri\u00e9t\u00e9, l’activation et les objectifs de la marque. Des \u00e9tudes sectorielles indiquent que pour chaque euro investi dans un parrainage bien activ\u00e9, le retour en termes de brand value se situe en moyenne entre 3:1 et 5:1. Les cas avec int\u00e9gration produit, hospitalit\u00e9 structur\u00e9e et co-marketing enregistrent des ratios significativement sup\u00e9rieurs.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    
\n    
\r\n\r\n        
\r\n            Comment choisir le bon parrainage sportif pour sa marque ?<\/b>\r\n        <\/h3>\r\n\r\n        
\r\n            
\r\n                
Le choix repose sur l’alignement entre le public de la propri\u00e9t\u00e9 sportive et la cible de la marque, sur le niveau d’implication \u00e9motionnelle, sur la possibilit\u00e9 d’activer le parrainage au-del\u00e0 du simple logo, et sur le budget disponible. Un plan de parrainage structur\u00e9 d\u00e9finit ces param\u00e8tres avant d’identifier la propri\u00e9t\u00e9.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    
\n\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"
Quiconque a assist\u00e9 \u00e0 un grand \u00e9v\u00e9nement sportif \u2014 expert en parrainage ou non \u2014 peut t\u00e9moigner de la puissance de cette exp\u00e9rience : des milliers de personnes qui chantent et encouragent ensemble leur \u00e9quipe ou leur athl\u00e8te pr\u00e9f\u00e9r\u00e9. C’est une sensation unique que beaucoup veulent revivre dimanche apr\u00e8s dimanche, un rituel qui nous ram\u00e8ne aux temps anciens o\u00f9 les tribus se rassemblaient pour c\u00e9l\u00e9brer ensemble. C’est quelque chose en quoi croire, dont parler et que d\u00e9fendre chaque semaine.<\/p>\n","protected":false},"author":14,"featured_media":157586,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20132],"tags":[],"class_list":["post-351353","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-parrainages-sportifs"],"acf":[],"contentshake_article_id":"","yoast_head":"\nParrainage Sportif et Impact sur les Consommateurs : De l'\u00c9motion \u00e0 l'Achat<\/title>\n<meta name=\"description\" content=\"Comment le parrainage sportif influence les d\u00e9cisions d'achat ? 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