{"id":351353,"date":"2018-05-07T15:49:25","date_gmt":"2018-05-07T13:49:25","guid":{"rendered":"https:\/\/rtrsports.com\/parrainages-sportifs-impact-consommateurs\/"},"modified":"2026-09-09T16:55:33","modified_gmt":"2026-09-09T14:55:33","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 l&#8217;achat"},"content":{"rendered":"<p>Il y a un moment pr\u00e9cis o\u00f9 un parrainage sportif cesse d&#8217;\u00eatre un logo sur une livr\u00e9e et devient quelque chose de diff\u00e9rent. Ce n&#8217;est pas quand le pilote franchit la ligne d&#8217;arriv\u00e9e. Ce n&#8217;est pas quand la photo fait les titres. C&#8217;est quand un fan, des semaines ou des mois apr\u00e8s l&#8217;\u00e9v\u00e9nement, entre dans un magasin et choisit un produit \u2014 sans savoir exactement pourquoi celui-l\u00e0.<\/p>\n<p>Ce m\u00e9canisme n&#8217;est ni de la magie ni de la fid\u00e9lit\u00e9 aveugle. C&#8217;est le consumer journey du parrainage sportif : un parcours document\u00e9, mesurable, et syst\u00e9matiquement sous-estim\u00e9 par ceux qui traitent encore le sponsoring comme un investissement d&#8217;image qui se termine avec l&#8217;\u00e9v\u00e9nement.<\/p>\n<h2>Du lien \u00e9motionnel \u00e0 l&#8217;acte d&#8217;achat<\/h2>\n<p>La structure du parcours est : exposition r\u00e9p\u00e9t\u00e9e \u2192 association \u00e9motionnelle \u2192 attitude positive envers la marque \u2192 intention d&#8217;achat. Chaque \u00e9tape est conditionn\u00e9e par la pr\u00e9c\u00e9dente, et le contexte sportif amplifie chaque transition d&#8217;une mani\u00e8re que peu d&#8217;autres canaux de communication peuvent r\u00e9pliquer.<\/p>\n<p>Lings et Owen, publiant dans le <em>Journal of Marketing Management<\/em> en 2007, ont identifi\u00e9 le m\u00e9canisme cl\u00e9 : c&#8217;est l&#8217;engagement affectif envers l&#8217;\u00e9quipe sponsoris\u00e9e qui m\u00e9die le passage de l&#8217;exposition \u00e0 l&#8217;intention d&#8217;achat. Voir le logo ne suffit pas. Il faut un lien \u00e9motionnel avec la propri\u00e9t\u00e9 sportive \u2014 et le sport, par nature, le g\u00e9n\u00e8re syst\u00e9matiquement.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large\" title=\"parrainage sportif impact consommateurs\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/path-to-the-money.png\" alt=\"Sch\u00e9ma du consumer journey dans le parrainage sportif\" width=\"600\" height=\"292\" \/><\/p>\n<pre>Source : Lings, Ian et Owen, Kate (2007). Brand purchasing of the sponsor: the role of affective commitment towards the sponsored team. Journal of Marketing Management, 23 (5\/6), pp. 483\u2013496.<\/pre>\n<h2>Les donn\u00e9es : awareness, brand recall et intention d&#8217;achat<\/h2>\n<p>Une \u00e9tude de 2017 sur le MotoGP \u2014 <em>&#8220;Analyzing the influence of attitude towards sponsor and sponsorship awareness to purchase intention in Manado&#8221;<\/em> (<a href=\"https:\/\/ejournal.unsrat.ac.id\/index.php\/jbie\/article\/view\/9849\">disponible ici<\/a>) \u2014 a confirm\u00e9 la m\u00eame direction : l&#8217;attitude positive envers le sponsor produit un effet direct et mesurable sur l&#8217;intention d&#8217;achat.<\/p>\n<p>Une m\u00e9ta-analyse publi\u00e9e dans l&#8217;<em>International Journal of Sports Marketing and Sponsorship<\/em> en 2023 a \u00e9tendu cette conclusion de mani\u00e8re syst\u00e9matique : le sponsoring sportif produit un effet positif sur l&#8217;intention d&#8217;achat sup\u00e9rieur \u00e0 celui de la publicit\u00e9 traditionnelle, notamment quand l&#8217;\u00e9v\u00e9nement g\u00e9n\u00e8re une forte implication \u00e9motionnelle dans le public.<\/p>\n<h2>Awareness, consideration, conversion : les trois phases du parrainage sportif<\/h2>\n<p>La phase d&#8217;<strong>awareness<\/strong> se produit lors de l&#8217;\u00e9v\u00e9nement : le logo est pr\u00e9sent, r\u00e9p\u00e9t\u00e9, plac\u00e9 dans un contexte de haute \u00e9nergie. Le fan enregistre les informations sur la marque m\u00eame sans les chercher, car le cerveau en \u00e9tat \u00e9motionnel activ\u00e9 abaisse ses barri\u00e8res cognitives face \u00e0 la communication commerciale.<\/p>\n<p>La phase de <strong>consideration<\/strong> est la moins visible mais la plus int\u00e9ressante. Dans les semaines suivant l&#8217;\u00e9v\u00e9nement, la marque sponsoris\u00e9e reste active dans l&#8217;esprit du fan \u00e0 travers les m\u00e9dias, les r\u00e9seaux sociaux et les conversations. C&#8217;est ce que nous appelons l&#8217;\u00ab effet h\u00e9lice \u00bb : la valeur qui se propage au-del\u00e0 de la dur\u00e9e directe de l&#8217;exposition contractuelle.<\/p>\n<p>La phase de <strong>conversion<\/strong> est l\u00e0 o\u00f9 les donn\u00e9es sont les plus r\u00e9v\u00e9latrices. Les fans avec une forte implication \u00e9motionnelle affichent une intention d&#8217;achat significativement plus \u00e9lev\u00e9e envers les marques qui sponsorisent leur \u00e9quipe ou comp\u00e9tition pr\u00e9f\u00e9r\u00e9e. Ce n&#8217;est pas de la fid\u00e9lit\u00e9 aveugle : c&#8217;est un m\u00e9canisme de pr\u00e9f\u00e9rence qui, toutes choses \u00e9gales, fait pencher la balance.<\/p>\n<h2>Ce qui change dans la strat\u00e9gie d&#8217;une marque qui comprend ce parcours<\/h2>\n<p>Le <a href=\"https:\/\/rtrsports.com\/fr\/sponsoring-sportif\/\"><strong>parrainage sportif<\/strong><\/a> n&#8217;est pas un investissement en visibilit\u00e9. C&#8217;est un investissement dans le consumer journey. Un plan de parrainage bien construit travaille simultan\u00e9ment sur les trois phases. Les entreprises qui r\u00e9duisent le parrainage \u00e0 \u00ab mettre un logo \u00bb ne capturent que la premi\u00e8re phase \u2014 et souvent ne la mesurent m\u00eame pas.<\/p>\n<p>Le sport est l&#8217;un des rares contextes o\u00f9 le consommateur abaisse volontairement ses d\u00e9fenses. Non pas parce qu&#8217;il est na\u00eff, mais parce qu&#8217;il est pr\u00e9sent, engag\u00e9, \u00e9motionnellement investi. Dans ce contexte, une marque bien positionn\u00e9e n&#8217;interrompt pas : elle participe.<\/p>\n\n<h2>Questions fr\u00e9quentes sur le parrainage sportif et l&#8217;impact sur les consommateurs<\/h2>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Frequently Asked Questions<\/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>Comment le parrainage sportif influence-t-il les d\u00e9cisions d&#039;achat ?<\/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>Le parrainage g\u00e9n\u00e8re une association \u00e9motionnelle entre la marque et la propri\u00e9t\u00e9 sportive. Cette association se traduit par une attitude positive envers la marque et, par la suite, par une plus grande intention d&#8217;achat, notamment dans les segments \u00e0 forte implication \u00e9motionnelle. \u00c9tudes de r\u00e9f\u00e9rence : Lings et Owen (2007) et la m\u00e9ta-analyse 2023 du International Journal of Sports Marketing and Sponsorship.<\/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>Quel est le consumer journey activ\u00e9 par un parrainage sportif ?<\/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 phases : awareness (la marque est per\u00e7ue et m\u00e9moris\u00e9e dans le contexte \u00e9motionnel de l&#8217;\u00e9v\u00e9nement), consideration (la marque reste pertinente \u00e0 travers les m\u00e9dias et les conversations), et conversion (le fan tend \u00e0 pr\u00e9f\u00e9rer les marques associ\u00e9es \u00e0 l&#8217;\u00e9quipe ou \u00e0 la comp\u00e9tition qu&#8217;il soutient).<\/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>Le parrainage sportif est-il plus efficace que la publicit\u00e9 traditionnelle pour l&#039;intention d&#039;achat ?<\/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, particuli\u00e8rement dans les sports \u00e0 forte implication. Une m\u00e9ta-analyse de 2023 du International Journal of Sports Marketing and Sponsorship l&#8217;indique clairement : le sponsoring produit des effets sup\u00e9rieurs \u00e0 la publicit\u00e9 traditionnelle lorsque l&#8217;\u00e9v\u00e9nement g\u00e9n\u00e8re une forte \u00e9motivit\u00e9.<\/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>Comment mesurer l&#039;impact d&#039;un parrainage sportif sur les ventes ?<\/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>Les indicateurs cl\u00e9s : brand recall, brand attitude, purchase intent et l&#8217;augmentation des ventes dans les p\u00e9riodes et zones de forte exposition m\u00e9diatique. La combinaison de ces KPIs fournit une lecture compl\u00e8te du parcours awareness-conversion.<\/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>Quel sport est le plus efficace pour le brand awareness via le 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>Cela d\u00e9pend de l&#8217;alignement entre le public du sport et la cible de la marque. En motorsport \u2014 Formule 1, MotoGP, WEC \u2014 l&#8217;audience mondiale et la forte implication \u00e9motionnelle rendent le parrainage particuli\u00e8rement efficace pour les marques aux ambitions internationales.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>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&#8217;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&#8217;est quelque chose en quoi croire, dont parler et que d\u00e9fendre chaque semaine.<\/p>\n","protected":false},"author":2,"featured_media":157586,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20131,20130,20132],"tags":[],"class_list":["post-351353","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":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Sponsoring Sportif et Impact sur les Consommateurs: Le Chemin Vers l&#039;Achat | RTR Sports<\/title>\n<meta name=\"description\" content=\"Comment le sponsoring sportif influence le parcours du consommateur de la notori\u00e9t\u00e9 \u00e0 l&#039;intention d&#039;achat. Donn\u00e9es de la m\u00e9ta-analyse 2023.\" \/>\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\/parrainages-sportifs-impact-consommateurs\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Parrainages sportifs et impact sur les consommateurs : le parcours vers l&#039;achat\" \/>\n<meta property=\"og:description\" content=\"Comment le sponsoring sportif influence le parcours du consommateur de la notori\u00e9t\u00e9 \u00e0 l&#039;intention d&#039;achat. 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