{"id":352162,"date":"2026-09-09T09:50:11","date_gmt":"2026-09-09T07:50:11","guid":{"rendered":"https:\/\/rtrsports.com\/licensing-et-co-branding-sportif-comment-ca-marche-et-pourquoi-les-marques-y-investissent\/"},"modified":"2026-09-09T09:50:17","modified_gmt":"2026-09-09T07:50:17","slug":"licensing-et-co-branding-sportif-comment-ca-marche-et-pourquoi-les-marques-y-investissent","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/licensing-et-co-branding-sportif-comment-ca-marche-et-pourquoi-les-marques-y-investissent\/","title":{"rendered":"Licensing et co-branding sportif : comment \u00e7a marche et pourquoi les marques y investissent"},"content":{"rendered":"<p>Six cent soixante-dix millions d\u2019euros. C\u2019est ce que Ferrari a encaiss\u00e9 en 2024 au titre des \u00ab\u00a0sponsorisations, commercial et marque\u00a0\u00bb \u2014 un agr\u00e9gat qui comprend les sponsorisations sur les monoplaces de Formule 1, la quote-part de l\u2019Accord Commercial F1, le merchandising, les licences et les redevances. En hausse de dix-sept pour cent par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente, selon le rapport annuel publi\u00e9 en f\u00e9vrier 2025.<\/p>\n<p>Il y a quelque chose dans ce chiffre qui m\u00e9rite une lecture attentive. Ce n\u2019est pas simplement la performance d\u2019une marque d\u2019exception. C\u2019est la confirmation que la marque sportive, lorsqu\u2019elle est g\u00e9r\u00e9e avec rigueur, devient un actif autonome \u2014 d\u00e9connect\u00e9 du produit physique, d\u00e9connect\u00e9 du r\u00e9sultat en piste, capable de g\u00e9n\u00e9rer des flux de revenus dans des cat\u00e9gories que Ferrari n\u2019a jamais fabriqu\u00e9es directement. Parfums, montres, v\u00eatements, jouets, lunettes de soleil. La marque produit. D\u2019autres fabriquent.<\/p>\n<p>Ce m\u00e9canisme s\u2019appelle le <a href=\"https:\/\/rtrsports.com\/fr\/marque-licence-2\/\"><strong>licensing<\/strong><\/a>. Son cousin de deuxi\u00e8me g\u00e9n\u00e9ration \u2014 le partenariat structurel entre marques \u2014 s\u2019appelle le <strong>co-branding<\/strong>. Tous deux m\u00e9ritent une analyse s\u00e9par\u00e9e, car ils ob\u00e9issent \u00e0 des logiques de risque, des structures contractuelles et des rendements tr\u00e8s diff\u00e9rents.<\/p>\n<h2>Licensing\u00a0: la marque sportive comme actif ind\u00e9pendant<\/h2>\n<p>Le licensing est la cession temporaire et contractualis\u00e9e du droit d\u2019utiliser une marque, un nom, un logo, une technologie ou un patrimoine de connaissances. Celui qui c\u00e8de est le conc\u00e9dant (licensor). Celui qui obtient est le licenci\u00e9 (licensee). La r\u00e9mun\u00e9ration peut \u00eatre fixe \u2014 la garantie minimale \u2014 ou variable, sous forme de redevance calcul\u00e9e sur les ventes.<\/p>\n<p>Dans le sport, ce m\u00e9canisme fonctionne depuis des d\u00e9cennies\u00a0: la marque sportive dispose d\u00e9j\u00e0 d\u2019une audience fid\u00e8le\u00a0; le licenci\u00e9 y acc\u00e8de sans avoir \u00e0 la construire de z\u00e9ro, et le conc\u00e9dant entre dans des cat\u00e9gories qu\u2019il n\u2019occuperait jamais directement.<\/p>\n<p>Dans le motorsport, les exemples sont tr\u00e8s concrets. <strong>Ducati<\/strong> g\u00e8re des accords de licensing avec des partenaires mondiaux\u00a0: Peg Perego produit une gamme de motos \u00e9lectriques \u00e0 trois roues pour enfants sous la marque Ducati. En 2024, <strong>Ducati Corse<\/strong> a sign\u00e9 un accord de licensing avec MotoGP Authentics pour la production de m\u00e9morabilias officiels.<\/p>\n<p>Un cas pass\u00e9 par notre agence\u00a0: en 2012, nous avons assist\u00e9 <strong>Grimaldi Industry<\/strong> pour devenir licenci\u00e9e de <strong>Dovi4<\/strong>, la marque personnelle d\u2019<strong>Andrea Dovizioso<\/strong>, alors en MotoGP avec la Monster Yamaha Tech3. La logique\u00a0: une marque avec une audience fid\u00e8le entre dans une cat\u00e9gorie qu\u2019elle n\u2019occupe pas\u00a0; une entreprise de mode atteint cette audience sans la construire.<\/p>\n<h2>La structure \u00e9conomique du contrat\u00a0: garantie minimale et redevances<\/h2>\n<p>La <strong>garantie minimale<\/strong> a une double fonction\u00a0: elle garantit que la licence est r\u00e9ellement utilis\u00e9e et couvre les co\u00fbts juridiques du conc\u00e9dant. La <strong>redevance<\/strong> est la composante variable\u00a0: un pourcentage calcul\u00e9 sur les ventes nettes.<\/p>\n<p>Le march\u00e9 mondial des produits sportifs sous licence \u00e9tait estim\u00e9 \u00e0 environ 35,75 milliards de dollars en 2024, avec des projections de croissance jusqu\u2019\u00e0 environ 54 milliards en 2033. Ce n\u2019est pas un march\u00e9 de niche. C\u2019est une industrie.<\/p>\n<h2>Co-branding\u00a0: quand deux marques cr\u00e9ent quelque chose qu\u2019aucune ne pourrait faire seule<\/h2>\n<p>Le co-branding est une op\u00e9ration diff\u00e9rente. Ici, on ne c\u00e8de pas une marque\u00a0: on construit quelque chose ensemble. Deux \u2014 parfois trois \u2014 marques con\u00e7oivent, produisent ou distribuent un produit ou une exp\u00e9rience portant les deux logos.<\/p>\n<p>L\u2019exemple le plus significatif de 2024-2025 est le partenariat entre <strong>LVMH et la Formule 1<\/strong>. En octobre 2024, le groupe de luxe a sign\u00e9 un accord d\u00e9cennal mondial avec F1, estim\u00e9 \u00e0 environ 100 millions d\u2019euros par an. Louis Vuitton est partenaire titre du GP d\u2019Australie 2025\u00a0; TAG Heuer est Chronom\u00e9treur Officiel pour dix ans\u00a0; Mo\u00ebt Hennessy pr\u00e9side les podiums.<\/p>\n<p>Autre cas notable\u00a0: <strong>Atlassian et Williams Racing<\/strong>, officiellement \u00ab\u00a0Atlassian Williams Racing\u00a0\u00bb depuis 2025. Un logiciel pour \u00e9quipes de d\u00e9veloppement qui devient naming sponsor d\u2019une \u00e9quipe F1 \u2014 co-branding entre deux marques partageant des valeurs d\u2019ing\u00e9nierie et de performance.<\/p>\n<p>Formes de co-branding\u00a0:<\/p>\n<ul>\n<li><strong>Collections capsule<\/strong> \u2014 production limit\u00e9e combinant les codes visuels des deux marques.<\/li>\n<li><strong>Naming et partenariats titre<\/strong> \u2014 la marque partenaire fait partie du nom de l\u2019\u00e9quipe ou de l\u2019\u00e9v\u00e9nement.<\/li>\n<li><strong>Produit partag\u00e9<\/strong> \u2014 d\u00e9veloppement et distribution conjoints.<\/li>\n<\/ul>\n<p>La flexibilit\u00e9 du co-branding est aussi son plus grand risque\u00a0: sans logique claire de chevauchement d\u2019audience, deux grandes marques produisent du bruit, pas du signal.<\/p>\n<h2>Trois erreurs que je vois les marques commettre<\/h2>\n<p><strong>Premi\u00e8re\u00a0: confondre licensing et merchandising.<\/strong> Ce sont des structures compl\u00e8tement diff\u00e9rentes.<\/p>\n<p><strong>Deuxi\u00e8me\u00a0: sous-estimer les clauses de qualit\u00e9.<\/strong> Si le produit est d\u00e9faillant, le dommage r\u00e9putationnel est pour le conc\u00e9dant, pas pour le licenci\u00e9.<\/p>\n<p><strong>Troisi\u00e8me\u00a0: \u00e9valuer le co-branding sur l\u2019audience g\u00e9n\u00e9rique, pas sur le chevauchement.<\/strong> La bonne question n\u2019est pas \u00ab\u00a0quelle est la taille de votre audience\u00a0?\u00a0\u00bb mais \u00ab\u00a0dans quelle mesure coincide-t-elle avec la mienne\u00a0?\u00a0\u00bb<\/p>\n<h2>Le r\u00f4le d\u2019une agence comme RTR<\/h2>\n<p>Quand une marque nous contacte pour explorer des opportunit\u00e9s de licensing ou co-branding dans le motorsport, le travail commence avant le contrat. Bien avant. Nous d\u00e9finissons le positionnement de l\u2019actif, identifions les cat\u00e9gories disponibles, construisons la structure \u00e9conomique et accompagnons la n\u00e9gociation jusqu\u2019\u00e0 la signature.<\/p>\n<p>Si vous \u00e9valuez une op\u00e9ration de <a href=\"https:\/\/rtrsports.com\/fr\/programme-de-parrainage-sportif\/\">sponsoring ou licensing dans le motorsport<\/a>, nous sommes disponibles pour un premier \u00e9change sans engagement.<\/p>\n<p>Le licensing et le co-branding sont des outils puissants. Comme tous les outils puissants, ils ne fonctionnent que si on les utilise avec pr\u00e9cision.<\/p>\n<p>Une marque ne se loue pas. Elle se g\u00e8re. <strong>Toujours.<\/strong><\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Questions fr\u00e9quentes sur le licensing et le co-branding sportif<\/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>Quelle est la diff\u00e9rence entre licensing et sponsoring 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>Dans le sponsoring, une marque paie pour appara\u00eetre sur un \u00e9quipe, athl\u00e8te ou \u00e9v\u00e9nement. Dans le licensing, le propri\u00e9taire d\u2019une marque sportive accorde \u00e0 une entreprise externe le droit de produire des biens ou services utilisant cette marque, en \u00e9change d\u2019une garantie minimale et de redevances.<\/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>Quelle est la valeur du march\u00e9 mondial des produits sportifs sous licence ?<\/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 march\u00e9 mondial \u00e9tait estim\u00e9 \u00e0 environ 35,75 milliards de dollars en 2024, avec des projections de croissance jusqu\u2019\u00e0 environ 54 milliards en 2033.<\/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>Qu\u2019est-ce que la garantie minimale dans un contrat de licensing 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>C\u2019est la somme fixe que le licenci\u00e9 s\u2019engage \u00e0 payer au conc\u00e9dant ind\u00e9pendamment du volume des ventes. Elle garantit l\u2019utilisation r\u00e9elle de la licence et couvre les co\u00fbts structurels du conc\u00e9dant. Elle s\u2019accompagne de la redevance, composante variable calcul\u00e9e sur les ventes nettes.<\/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>Quels sont des exemples r\u00e9cents de co-branding dans le motorsport ?<\/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>Parmi les plus significatifs de 2024-2025\u00a0: le partenariat d\u00e9cennal LVMH-Formule 1 (estim\u00e9 \u00e0 ~100 millions d\u2019euros par an), avec Louis Vuitton partenaire titre du GP d\u2019Australie 2025 et TAG Heuer Chronom\u00e9treur Officiel. Et le naming deal Atlassian-Williams Racing depuis 2025.<\/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 RTR Sports Marketing peut-il accompagner une marque ?<\/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>RTR travaille sur l\u2019ensemble du cycle\u00a0: positionnement de la marque sportive, identification des partenaires, structure \u00e9conomique du contrat, n\u00e9gociation et suivi op\u00e9rationnel. Nous g\u00e9rons aussi bien le c\u00f4t\u00e9 conc\u00e9dant que le c\u00f4t\u00e9 licenci\u00e9.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n\r\n    <\/div>\r\n    \n\n","protected":false},"excerpt":{"rendered":"<p>Six cent soixante-dix millions d\u2019euros. C\u2019est ce que Ferrari a encaiss\u00e9 en 2024 au titre des \u00ab\u00a0sponsorisations, commercial et marque\u00a0\u00bb \u2014 un agr\u00e9gat qui comprend les sponsorisations sur les monoplaces de Formule 1, la quote-part de l\u2019Accord Commercial F1, le merchandising, les licences et les redevances. En hausse de dix-sept pour cent par rapport \u00e0 [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":157625,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-352162","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Licensing et co-branding sportif\u00a0: fonctionnement et raisons d\u2019investir<\/title>\n<meta name=\"description\" content=\"Le licensing et le co-branding sont deux leviers distincts du marketing sportif. 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