{"id":352581,"date":"2018-10-01T07:38:52","date_gmt":"2018-10-01T05:38:52","guid":{"rendered":"https:\/\/rtrsports.com\/chercher-des-sponsors-limportance-de-lire-au-moins-letiquette\/"},"modified":"2026-09-09T17:10:16","modified_gmt":"2026-09-09T15:10:16","slug":"chercher-des-sponsors-limportance-de-lire-au-moins-letiquette","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/chercher-des-sponsors-limportance-de-lire-au-moins-letiquette\/","title":{"rendered":"Chercher des sponsors : l\u2019importance de lire au moins l\u2019\u00e9tiquette"},"content":{"rendered":"

Il y a quelques jours, nous avons re\u00e7u une demande de contact<\/strong> via le formulaire de notre site web. Le message \u00e9tait bref : \u00ab il serait opportun d\u2019approfondir par t\u00e9l\u00e9phone \u00bb, sans autre pr\u00e9cision. Nous avons r\u00e9pondu rapidement par email, laiss\u00e9 nos coordonn\u00e9es, joint le lien vers nos services et notre portefeuille clients, et demand\u00e9 des informations suppl\u00e9mentaires. R\u00e9ponse : tous les documents seraient partag\u00e9s uniquement apr\u00e8s un premier appel. Nous avons convenu d\u2019un horaire et d\u2019un jour.<\/p>\n

La diff\u00e9rence entre consultants et financeurs n\u2019est pas anodine<\/h2>\n

Lorsque nous avons enfin parl\u00e9, notre interlocuteur nous a expliqu\u00e9 qu\u2019il cherchait des financements<\/strong> pour la carri\u00e8re sportive de son fils. Malheureusement, avons-nous pr\u00e9cis\u00e9, ce n\u2019est pas notre m\u00e9tier : nous sommes des consultants qui aident les entreprises<\/strong> \u00e0 investir dans le sport comme outil marketing. Nous ne cherchons pas de sponsors pour le compte d\u2019athl\u00e8tes ou d\u2019\u00e9quipes.<\/p>\n

\u00ab Ah, je ne le savais pas \u00bb \u2014 r\u00e9pondit-il, impassible \u2014 et poursuivit en d\u00e9crivant les victoires pass\u00e9es et les projets futurs de son fils. Par curiosit\u00e9, je lui demandai quel sport pratiquait le gar\u00e7on. Gardien dans un club de football amateur. Nous avons alors pr\u00e9cis\u00e9 que notre c\u0153ur de m\u00e9tier est le motorsport<\/strong> : MotoGP<\/strong>, Formule 1<\/a> et Formula E<\/strong>. Cela aussi, \u00e9videmment, lui \u00e9tait inconnu.<\/p>\n

Avant de raccrocher, notre interlocuteur nous a demand\u00e9 si nous connaissions des agents sp\u00e9cialis\u00e9s dans les sponsors pour le football de jeunes. Nous avons poliment expliqu\u00e9 que non, car notre travail est le conseil aux entreprises, pas le management sportif. Sa derni\u00e8re r\u00e9plique a tout dit :<\/p>\n

\u00ab Excusez-moi \u2014 ai-je demand\u00e9 \u2014 avez-vous visit\u00e9 notre site ? \u00bb
\n\u00ab Non. Je vous ai trouv\u00e9s sur Google et je vous ai \u00e9crit. Je n\u2019ai pas eu le temps d\u2019approfondir. \u00bb
\n\u00ab Pourtant je vous ai envoy\u00e9 la liste de nos services et notre portefeuille clients dans mon premier email… \u00bb
\n\u00ab Je m\u2019en souviens, mais ce sont des jours charg\u00e9s. J\u2019ai pens\u00e9 \u00e0 ne pas perdre de temps et \u00e0 vous contacter directement. \u00bb<\/p>\n

C\u2019est comme appeler le notaire quand vous avez besoin du cardiologue<\/h2>\n

Aussi paradoxal que cela puisse para\u00eetre, ce type d\u2019approche est \u00e9tonnamment courant. Nous le voyons se r\u00e9p\u00e9ter sous diff\u00e9rentes formes : demandes g\u00e9n\u00e9riques, sans brief, sans consultation pr\u00e9alable de nos services, sans comprendre si notre profil correspond au besoin.<\/p>\n

Nous comprenons parfaitement la pression de celui qui cherche des sponsors<\/strong> : c\u2019est une activit\u00e9 \u00e9puisante, qui distrait de la performance sportive et qui produit rarement des r\u00e9sultats imm\u00e9diats. Nous respectons profond\u00e9ment ceux qui essaient. Mais justement par respect envers ceux qui investissent du temps dans cette recherche, il est n\u00e9cessaire qu\u2019elle soit structur\u00e9e et inform\u00e9e<\/strong>.<\/p>\n

En 2024-2025 : pourquoi la personnalisation est tout<\/h2>\n

Le march\u00e9 du sponsoring sportif<\/strong> a radicalement \u00e9volu\u00e9 ces derni\u00e8res ann\u00e9es. Les marques re\u00e7oivent aujourd\u2019hui des dizaines \u2014 parfois des centaines \u2014 de propositions chaque saison. Se d\u00e9marquer dans ce contexte n\u00e9cessite bien plus qu\u2019un email g\u00e9n\u00e9rique ou un appel improvis\u00e9.<\/p>\n

Les professionnels du secteur le savent bien : les propositions qui fonctionnent sont celles construites sur des donn\u00e9es sp\u00e9cifiques<\/strong>. Quels sont les objectifs marketing du sponsor cible ? Dans quel march\u00e9 g\u00e9ographique veut-il se d\u00e9velopper ? Quel type de public cherche-t-il \u00e0 atteindre ? Quel concurrent investit d\u00e9j\u00e0 dans le sport, et avec quels r\u00e9sultats ?<\/p>\n

R\u00e9pondre \u00e0 ces questions avant<\/strong> de d\u00e9crocher le t\u00e9l\u00e9phone n\u2019est pas un luxe : c\u2019est le minimum pour \u00eatre pris au s\u00e9rieux. Un brief personnalis\u00e9 \u2014 qui d\u00e9montre avoir \u00e9tudi\u00e9 l\u2019entreprise, compris ses objectifs, et su expliquer pourquoi ce partenariat cr\u00e9e de la valeur \u2014 a un taux de r\u00e9ponse immensement sup\u00e9rieur \u00e0 toute approche g\u00e9n\u00e9rique.<\/p>\n

Que faire avant de contacter un sponsor potentiel<\/h2>\n

Avant d\u2019\u00e9crire le moindre email ou de demander le moindre rendez-vous, il est utile de r\u00e9pondre \u00e0 ces questions :<\/p>\n

1. Cet interlocuteur est-il vraiment le bon ?<\/strong> Est-il logique que cette entreprise ou agence s\u2019int\u00e9resse \u00e0 votre projet ? Op\u00e8re-t-elle dans le bon secteur et le bon march\u00e9 ?<\/p>\n

2. Que fait-elle exactement ?<\/strong> Quels services offre-t-elle, quels clients sert-elle, quelle est sa sp\u00e9cialisation ?<\/p>\n

3. Quels sont ses objectifs marketing ?<\/strong> Cherche-t-elle une visibilit\u00e9 sur un march\u00e9 sp\u00e9cifique ? Veut-elle toucher un public jeune ? Mise-t-elle sur la notori\u00e9t\u00e9 ou les conversions directes ?<\/p>\n

4. Que pouvez-vous offrir concr\u00e8tement ?<\/strong> Visibilit\u00e9 sur quels canaux ? Quelle audience ? Avec quelles donn\u00e9es \u2014 followers, impressions, couverture TV, engagement sur les r\u00e9seaux sociaux ?<\/p>\n

5. Pourquoi devrait-elle vous choisir, maintenant ?<\/strong> Quel est votre \u00e9l\u00e9ment diff\u00e9renciateur ? Le timing, le march\u00e9 g\u00e9ographique, les r\u00e9sultats sportifs, le type de public ?<\/p>\n

R\u00e9pondre \u00e0 ces questions ne garantit pas le \u00ab oui \u00bb, mais garantit une conversation s\u00e9rieuse. Et c\u2019est le seul moyen de faire de la recherche de sponsors une activit\u00e9 scalable et professionnelle.<\/p>\n\n

\r\n\r\n

FAQ : Chercher des sponsors dans le motorsport<\/b><\/h2>\r\n \r\n
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\r\n Que faire avant de contacter une agence de sponsoring ?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Pourquoi la personnalisation de la proposition est-elle si importante en 2024-2025 ?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n RTR Sports aide-t-il des athl\u00e8tes ou des \u00e9quipes \u00e0 trouver des sponsors ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Quelles donn\u00e9es faut-il pour construire une proposition de sponsoring cr\u00e9dible ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Comment savoir si un sponsor potentiel est le bon pour mon projet ?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Il y a quelques jours, nous avons re\u00e7u une demande de contact via le formulaire de notre site web. Le message \u00e9tait bref : \u00ab il serait opportun d\u2019approfondir par t\u00e9l\u00e9phone \u00bb, sans autre pr\u00e9cision. Nous avons r\u00e9pondu rapidement par email, laiss\u00e9 nos coordonn\u00e9es, joint le lien vers nos services et notre portefeuille clients, et […]<\/p>\n","protected":false},"author":2,"featured_media":157659,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-352581","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp"],"acf":[],"contentshake_article_id":"","yoast_head":"\nChercher des Sponsors dans le Motorsport : Recherche et Due Diligence | RTR Sports<\/title>\n<meta name=\"description\" content=\"Avant de chercher des sponsors dans le motorsport, \u00e9tudiez votre interlocuteur. 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