{"id":352695,"date":"2018-08-09T12:49:01","date_gmt":"2018-08-09T10:49:01","guid":{"rendered":"https:\/\/rtrsports.com\/this-is-why-we-play-la-transformation-du-participant-en-spectateur-dans-le-marketing-sportif\/"},"modified":"2026-09-09T17:10:01","modified_gmt":"2026-09-09T15:10:01","slug":"this-is-why-we-play-la-transformation-du-participant-en-spectateur-dans-le-marketing-sportif","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/this-is-why-we-play-la-transformation-du-participant-en-spectateur-dans-le-marketing-sportif\/","title":{"rendered":"This is Why We Play : la transformation du Participant en Spectateur dans le marketing sportif"},"content":{"rendered":"

Dans l’un des mouvements les plus significatifs du paysage m\u00e9diatique sportif, la NBA<\/strong> a massivement investi dans la distribution mondiale de ses contenus, amenant le basketball am\u00e9ricain dans les foyers de dizaines de millions de passionn\u00e9s \u00e0 travers le monde. Sur des plateformes comme Sky et les principaux services de streaming internationaux, les fans europ\u00e9ens peuvent suivre matchs, rediffusions et analyses de la National Basketball Association<\/strong> pratiquement \u00e0 toute heure du jour.<\/p>\n

Dans ce contexte, un claim r\u00e9sonne plus que tous les autres. Depuis de nombreuses ann\u00e9es, c’est la marque de fabrique du marketing NBA, apparaissant dans d’innombrables spots, transitions et mat\u00e9riaux de communication. C’est la phrase avec laquelle la Ligue sans doute la plus c\u00e9l\u00e8bre du monde se pr\u00e9sente \u00e0 tous ses auditeurs : This is Why We Play<\/strong>.<\/p>\n

This is why we play<\/h2>\n

“This is why we play” n’a pas toujours \u00e9t\u00e9 le slogan<\/strong> de la NBA. De nombreuses phrases marquantes ont accompagn\u00e9 la ligue d\u00e9sormais dirig\u00e9e par Adam Silver, de “where amazing happens” \u00e0 “I love this game” en passant par le lointain “NBA Action, it’s fantastic!”<\/p>\n

Il est facile de comprendre que du point de vue de la communication et du marketing, nous sommes confront\u00e9s \u00e0 un bond important. En mettant de c\u00f4t\u00e9 “NBA Action, it’s fantastic!” \u2014 tellement ann\u00e9es 80 qu’il pourrait figurer dans un \u00e9pisode du Prince de Bel-Air<\/em> \u2014 tant “where amazing happens” que l’iconique “I love this game” s’adressaient au m\u00eame public, bien qu’avec un langage diff\u00e9rent.<\/p>\n

Pourquoi “This is why we play” est-il diff\u00e9rent ? O\u00f9 est le bond ?<\/h2>\n

Tout d’abord, le pronom change : “je” devient “nous” \u2014 plus inclusif, plus collectif. Il n’y a plus le spectateur solitaire enferm\u00e9 dans sa chambre \u00e0 regarder les exploits spectaculaires des grands champions, mais il y a nous, le peuple du basketball, une collectivit\u00e9 et \u2014 plus important encore \u2014 une communaut\u00e9. En 2024, la NBA compte plus de 100 millions d’abonn\u00e9s sur ses cha\u00eenes sociales officielles : une vraie communaut\u00e9, pas seulement une m\u00e9taphore.<\/p>\n

Pourtant, la grande r\u00e9volution n’est pas dans le pronom, mais dans son association avec le verbe play : c’est nous qui jouons<\/strong>. C’est un bond conceptuel et narratif tr\u00e8s important : soudain le focus de la campagne se d\u00e9place vers un spectateur\/acteur non seulement pr\u00e9sent, mais tr\u00e8s actif.<\/p>\n

Le consommateur sportif : entre spectateur et participant<\/h2>\n

La classification structur\u00e9e la plus c\u00e9l\u00e8bre du consommateur sportif est arriv\u00e9e vers le milieu des ann\u00e9es 90 (Milne, Sutton & McDonald, 1996) et divise d\u00e9finitivement le public du sport en deux macro-cat\u00e9gories :<\/p>\n

    \n
  • Le Consommateur Spectateur<\/strong><\/li>\n
  • Le Consommateur Participant, ou praticant<\/strong><\/li>\n<\/ul>\n

    Bien que la distinction entre les deux groupes soit \u00e9vidente, le cadre th\u00e9orique tient encore aujourd’hui parmi les chercheurs en marketing sportif. L’un des principaux points d’int\u00e9r\u00eat de la doctrine est la relation qui existe entre ces deux types de consommateurs : sont-ils des types de personnes compl\u00e8tement diff\u00e9rentes ou ces d\u00e9finitions sont-elles tr\u00e8s “fluides”, avec de larges zones de chevauchement ?<\/p>\n

    Spectateurs et participants : ce que nous faisons vraiment avec le sport<\/h2>\n

    Prenons un sport comme le basketball<\/strong>. L’ensemble des pratiquants est plus petit que celui des spectateurs, et presque enti\u00e8rement contenu dans le diagramme le plus grand. Ceux qui pratiquent le basketball en sont presque toujours aussi spectateurs, mais l’inverse n’est pas vrai. La m\u00eame situation s’amplifie encore davantage dans le football<\/strong> : selon les donn\u00e9es FIFA 2024, plus de 5 milliards de personnes suivent le football comme spectateurs, contre environ 265 millions de pratiquants enregistr\u00e9s au niveau mondial.<\/p>\n

    Enfin, il existe des situations absolument extr\u00eames, comme la Formule 1<\/strong> ou le running<\/strong>. La F1 \u2014 dont l’audience mondiale cumul\u00e9e a d\u00e9pass\u00e9 1,5 milliard de t\u00e9l\u00e9spectateurs uniques en 2023 selon Liberty Media \u2014 ne compte que 20 pilotes actifs, face \u00e0 des dizaines de millions de passionn\u00e9s.<\/p>\n

    Spectateurs et participants : ce que font les propri\u00e9taires de droits sportifs<\/h2>\n

    Les propri\u00e9taires de produits sportifs ont rapidement compris que l’expansion et le succ\u00e8s de leur activit\u00e9 d\u00e9pendent de la conqu\u00eate de ces parties du graphique de couleur oppos\u00e9e \u00e0 la leur. Plut\u00f4t que de conqu\u00e9rir de nouvelles audiences<\/strong> en les \u00e9vang\u00e9lisant de z\u00e9ro, la pr\u00e9f\u00e9rence est de cibler les consommateurs de ce sport qui ne rentrent pas encore dans notre cercle.<\/strong><\/p>\n

    Comme il est facile \u00e0 comprendre, essayer de convertir les spectateurs en pratiquants \u2014 et les pratiquants en spectateurs avides \u2014 est une action bien plus simple que d’attirer des consommateurs totalement nouveaux dans le graphique. La cl\u00e9 commune est unique : l’inclusion<\/strong>.<\/p>\n

    If you have a body, you are an athlete<\/h2>\n

    Il suffit de regarder autour de soi pour comprendre comment tous ceux qui cr\u00e9ent des produits sportifs adoptent des politiques de communication et de marketing de plus en plus orient\u00e9es vers l’inclusion. “If you have a body, you are an athlete” peut-on lire dans les Nike Stores du monde entier, fermant d\u00e9finitivement le cercle sur ce qui a \u00e9t\u00e9 dit jusqu’ici.<\/p>\n

    Selon le Nielsen Fan Insights 2024<\/strong>, 77% des fans sportifs mondiaux se consid\u00e8rent \u00e9galement pratiquants occasionnels d’au moins un sport : un chevauchement tr\u00e8s \u00e9lev\u00e9 qui confirme \u00e0 quel point la distinction th\u00e9orique entre les deux cat\u00e9gories est de plus en plus poreuse dans la r\u00e9alit\u00e9 contemporaine.<\/p>\n

    La phrase “This is why we play<\/strong>” prend maintenant un sens diff\u00e9rent. Avec elle, la NBA<\/strong> parle \u00e0 tous les pratiquants du basketball mondial en essayant d’en faire des consommateurs spectateurs. Le message, paraphras\u00e9, est : si vous jouez au basketball, alors dans nos programmes se trouve l’excellence du jeu lui-m\u00eame, la raison m\u00eame pour laquelle le jeu existe. Vous devenez nous. Nous ne vous demandons pas de regarder, nous vous disons de jouer tous ensemble.<\/p>\n

    En cela aussi r\u00e9side la beaut\u00e9, et la po\u00e9sie, de ce monde.<\/p>\n\n

    \r\n\r\n

    Questions fr\u00e9quentes<\/b><\/h2>\r\n \r\n
    \n
    \r\n\r\n

    \r\n Quelle est la distinction entre consommateur spectateur et consommateur participant dans le sport ?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n
    \r\n\r\n

    \r\n Comment les marques sportives utilisent-elles la distinction entre spectateurs et participants ?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n
    \r\n\r\n

    \r\n Pourquoi le slogan NBA 'This is Why We Play' est-il un exemple de marketing inclusif ?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n
    \r\n\r\n

    \r\n Comment cette analyse s'applique-t-elle \u00e0 la strat\u00e9gie de sponsoring sportif ?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n
    \r\n\r\n

    \r\n Pourquoi certains sports ont-ils presque uniquement des spectateurs et d'autres presque uniquement des pratiquants ?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

    Dans l’un des mouvements les plus significatifs du paysage m\u00e9diatique sportif, la NBA a massivement investi dans la distribution mondiale de ses contenus, amenant le basketball am\u00e9ricain dans les foyers de dizaines de millions de passionn\u00e9s \u00e0 travers le monde. Sur des plateformes comme Sky et les principaux services de streaming internationaux, les fans europ\u00e9ens […]<\/p>\n","protected":false},"author":2,"featured_media":157647,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20024],"tags":[],"class_list":["post-352695","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportivo"],"acf":[],"contentshake_article_id":"","yoast_head":"\nDu Participant au Spectateur : strat\u00e9gie dans le marketing sportif moderne<\/title>\n<meta name=\"description\" content=\"Comment la distinction entre consommateur spectateur et participant guide les strat\u00e9gies de sponsoring sportif. Analyse du marketing NBA et de la conversion des fans. 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