{"id":1547,"date":"2025-06-10T06:49:00","date_gmt":"2025-06-10T04:49:00","guid":{"rendered":"https:\/\/www.mediavea.com\/blog\/?p=1547"},"modified":"2025-06-06T18:49:30","modified_gmt":"2025-06-06T16:49:30","slug":"marques-de-retail-et-roland-garros-un-terrain-de-jeu-dinnovations-et-de-collaborations","status":"publish","type":"post","link":"https:\/\/www.mediavea.com\/blog\/2025\/06\/10\/marques-de-retail-et-roland-garros-un-terrain-de-jeu-dinnovations-et-de-collaborations\/","title":{"rendered":"Marques de retail et Roland-Garros : un terrain de jeu d\u2019innovations et de collaborations"},"content":{"rendered":"\n<p>Chaque printemps, Roland-Garros transforme Paris en capitale mondiale du tennis, mais aussi en laboratoire d\u2019innovations pour les marques de retail. Au-del\u00e0 du sport, le tournoi est devenu une plateforme strat\u00e9gique o\u00f9 enseignes, griffes de mode et maisons d\u2019accessoires rivalisent de cr\u00e9ativit\u00e9 pour capter l\u2019attention de centaines de milliers de spectateurs et de millions de t\u00e9l\u00e9spectateurs \u00e0 travers le monde.<\/p>\n\n\n\n<p><strong>Pourquoi Roland-Garros attire-t-il autant les marques de retail ?<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Visibilit\u00e9 internationale : Plus de 630 000 spectateurs sur site et une audience t\u00e9l\u00e9visuelle mondiale offrent une exposition exceptionnelle.<\/li>\n\n\n\n<li>Valeurs partag\u00e9es : Excellence, \u00e9l\u00e9gance, innovation et art de vivre \u00e0 la fran\u00e7aise sont au c\u0153ur de l\u2019ADN du tournoi et de ses partenaires.<\/li>\n\n\n\n<li>Opportunit\u00e9s d\u2019activation : Le tournoi permet aux marques de d\u00e9ployer des exp\u00e9riences immersives, des collections capsules et des collaborations in\u00e9dites.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-les-grandes-familles-de-partenariats-roland-garros-et-retail\">Les grandes familles de partenariats Roland-Garros et retail<\/h2>\n\n\n\n<p><strong>1. Collections capsules et co-branding<\/strong><\/p>\n\n\n\n<p>Roland-Garros multiplie les collaborations exclusives avec des marques de pr\u00eat-\u00e0-porter, d\u2019accessoires, de maroquinerie ou encore de design. Ces produits co-brand\u00e9s surfent sur l\u2019esprit chic et sportif du tournoi :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Lacoste<\/strong>\u00a0: partenaire historique, la marque propose chaque ann\u00e9e une collection sport-chic aux couleurs du tournoi, habillant aussi bien les arbitres que les fans avec des polos, pulls ou vestes arborant le logo Roland-Garros.<\/li>\n\n\n\n<li><strong>JM Weston<\/strong>\u00a0: la maison de chaussures de luxe revisite ses mod\u00e8les iconiques pour le tournoi, notamment une basket inspir\u00e9e de son mod\u00e8le de 1938 d\u00e9di\u00e9 au tennis.<\/li>\n\n\n\n<li><strong>Lancel<\/strong>\u00a0: la maroquinerie fran\u00e7aise imagine des sacs, cabas et pochettes griff\u00e9s Roland-Garros, m\u00ealant \u00e9l\u00e9gance et r\u00e9f\u00e9rences \u00e0 la terre battue.<\/li>\n\n\n\n<li><strong>Galeries Lafayette<\/strong>\u00a0: le grand magasin accueille chaque ann\u00e9e plusieurs pop-up stores Roland-Garros et d\u00e9veloppe des collections exclusives d\u2019accessoires et de pr\u00eat-\u00e0-porter, du foulard en soie au bob iconique.<\/li>\n\n\n\n<li><strong>Ladur\u00e9e<\/strong>\u00a0: la maison de p\u00e2tisserie cr\u00e9e des coffrets de macarons en \u00e9dition limit\u00e9e, rendant hommage \u00e0 des ic\u00f4nes du tennis comme Suzanne Lenglen et jouant sur les codes visuels du tournoi.<\/li>\n<\/ul>\n\n\n\n<p><strong>2. Retail exp\u00e9rientiel et activations \u00e9v\u00e9nementielles<\/strong><\/p>\n\n\n\n<p>Certaines marques profitent de Roland-Garros pour proposer des exp\u00e9riences in\u00e9dites, m\u00ealant digital, \u00e9motion et immersion :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Perrier<\/strong>\u00a0: a marqu\u00e9 les esprits avec son op\u00e9ration \u201cSmash Perrier\u201d, une tyrolienne depuis la Tour Eiffel, transformant le partenariat en exp\u00e9rience m\u00e9morable et virale sur les r\u00e9seaux sociaux.<\/li>\n\n\n\n<li><strong>Renault<\/strong>\u00a0: met en avant sa flotte \u00e9lectrique lors du tournoi, illustrant l\u2019engagement pour une mobilit\u00e9 durable tout en offrant des services de transport aux VIP et joueurs.<\/li>\n\n\n\n<li><strong>Galeries Lafayette<\/strong>\u00a0: diffuse les matchs en direct sur sa terrasse panoramique, cr\u00e9ant un rendez-vous lifestyle autour du tennis et du shopping.<\/li>\n<\/ul>\n\n\n\n<p><strong>3. Produits officiels et merchandising<\/strong><\/p>\n\n\n\n<p>La boutique Roland-Garros, en ligne et sur site, propose une large gamme de produits officiels en collaboration avec des marques comme Wilson (raquettes, sacs), Lacoste (v\u00eatements, accessoires), ou encore des objets du quotidien (mugs, porte-cl\u00e9s), permettant \u00e0 chaque fan de repartir avec un souvenir estampill\u00e9 du tournoi.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-les-cles-du-succes-authenticite-innovation-et-experience\">Les cl\u00e9s du succ\u00e8s : authenticit\u00e9, innovation et exp\u00e9rience<\/h2>\n\n\n\n<p>La strat\u00e9gie de sponsoring et de retail \u00e0 Roland-Garros repose sur trois piliers<a rel=\"noreferrer noopener\" target=\"_blank\" href=\"https:\/\/www.osponso.com\/blog\/les-sponsors-de-roland-garros-une-strategie-de-sponsoring-globale-et-innovante\">5<\/a>&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Alignement des valeurs<\/strong>\u00a0: Les marques choisies partagent l\u2019exigence, l\u2019\u00e9l\u00e9gance et l\u2019innovation du tournoi.<\/li>\n\n\n\n<li><strong>Activation omnicanale<\/strong>\u00a0: Les campagnes se d\u00e9ploient sur site, en ligne, dans les m\u00e9dias et sur les r\u00e9seaux sociaux pour maximiser la port\u00e9e.<\/li>\n\n\n\n<li><strong>Exp\u00e9rience client<\/strong>\u00a0: L\u2019accent est mis sur l\u2019\u00e9motion, l\u2019immersion et la cr\u00e9ation de souvenirs, qu\u2019il s\u2019agisse d\u2019une collection capsule, d\u2019une exp\u00e9rience in\u00e9dite ou d\u2019un produit collector.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-roland-garros-un-modele-pour-le-retail-evenementiel\">Roland-Garros : un mod\u00e8le pour le retail \u00e9v\u00e9nementiel<\/h2>\n\n\n\n<p>En s\u2019associant \u00e0 Roland-Garros, les marques de retail ne se contentent plus de sponsoriser un \u00e9v\u00e9nement sportif : elles co-cr\u00e9ent un univers, une exp\u00e9rience et une communaut\u00e9 autour de valeurs partag\u00e9es. Le tournoi parisien s\u2019impose ainsi comme un mod\u00e8le de retail \u00e9v\u00e9nementiel o\u00f9 innovation, storytelling et activation terrain font la diff\u00e9rence.<\/p>\n\n\n\n<p>Pour les marques, Roland-Garros reste le terrain id\u00e9al pour tester, innover et engager autrement, en capitalisant sur la passion du tennis et l\u2019art de vivre \u00e0 la fran\u00e7aise.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Chaque printemps, Roland-Garros transforme Paris en capitale mondiale du tennis, mais aussi en laboratoire d\u2019innovations pour les marques de retail. Au-del\u00e0 du sport, le tournoi&hellip; <\/p>\n","protected":false},"author":2,"featured_media":1548,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[78],"tags":[86,22,259],"class_list":["post-1547","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-les-actus-du-retail-marketing","tag-marketing","tag-retail","tag-roland-garros"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Roland-Garros et retail : une exposition exceptionnelle - Mediavea, le blog retail media experts<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment Roland-Garros et retail s&#039;associent pour des innovations cr\u00e9atives qui captent l&#039;attention au printemps.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediavea.com\/blog\/2025\/06\/10\/marques-de-retail-et-roland-garros-un-terrain-de-jeu-dinnovations-et-de-collaborations\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marques de retail et Roland-Garros : un terrain de jeu d\u2019innovations et de collaborations\" \/>\n<meta property=\"og:description\" content=\"D\u00e9couvrez comment Roland-Garros et retail s&#039;associent pour des innovations cr\u00e9atives qui captent l&#039;attention au printemps.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediavea.com\/blog\/2025\/06\/10\/marques-de-retail-et-roland-garros-un-terrain-de-jeu-dinnovations-et-de-collaborations\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediavea, le blog retail media experts\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediavea\" \/>\n<meta property=\"article:published_time\" content=\"2025-06-10T04:49:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediavea.com\/blog\/wp-content\/uploads\/2025\/06\/ChatGPT-Image-6-juin-2025-18_45_16.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1293\" \/>\n\t<meta property=\"og:image:height\" content=\"860\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Alain Goudey\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mediavea_corp\" \/>\n<meta name=\"twitter:site\" content=\"@mediavea_corp\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Alain Goudey\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.mediavea.com\\\/blog\\\/2025\\\/06\\\/10\\\/marques-de-retail-et-roland-garros-un-terrain-de-jeu-dinnovations-et-de-collaborations\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.mediavea.com\\\/blog\\\/2025\\\/06\\\/10\\\/marques-de-retail-et-roland-garros-un-terrain-de-jeu-dinnovations-et-de-collaborations\\\/\"},\"author\":{\"name\":\"Alain Goudey\",\"@id\":\"https:\\\/\\\/www.mediavea.com\\\/blog\\\/#\\\/schema\\\/person\\\/b1293c13acd681c802d27a62cdce1bcc\"},\"headline\":\"Marques de retail et Roland-Garros : un terrain de jeu d\u2019innovations et de collaborations\",\"datePublished\":\"2025-06-10T04:49:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.mediavea.com\\\/blog\\\/2025\\\/06\\\/10\\\/marques-de-retail-et-roland-garros-un-terrain-de-jeu-dinnovations-et-de-collaborations\\\/\"},\"wordCount\":719,\"publisher\":{\"@id\":\"https:\\\/\\\/www.mediavea.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.mediavea.com\\\/blog\\\/2025\\\/06\\\/10\\\/marques-de-retail-et-roland-garros-un-terrain-de-jeu-dinnovations-et-de-collaborations\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.mediavea.com\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/06\\\/ChatGPT-Image-6-juin-2025-18_45_16.png\",\"keywords\":[\"marketing\",\"retail\",\"Roland-Garros\"],\"articleSection\":[\"Les actus du retail marketing\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.mediavea.com\\\/blog\\\/2025\\\/06\\\/10\\\/marques-de-retail-et-roland-garros-un-terrain-de-jeu-dinnovations-et-de-collaborations\\\/\",\"url\":\"https:\\\/\\\/www.mediavea.com\\\/blog\\\/2025\\\/06\\\/10\\\/marques-de-retail-et-roland-garros-un-terrain-de-jeu-dinnovations-et-de-collaborations\\\/\",\"name\":\"Roland-Garros et retail : une exposition exceptionnelle - 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