{"id":242567,"date":"2024-01-09T16:52:17","date_gmt":"2024-01-09T15:52:17","guid":{"rendered":"https:\/\/rtrsports.com\/sponzoring-kolem-pochopeni-sportovnich-sponzorskych-projektu-sjedinym-nastrojem\/"},"modified":"2026-10-13T10:16:35","modified_gmt":"2026-10-13T08:16:35","slug":"sponzoring-kolem-pochopeni-sportovnich-sponzorskych-projektu-sjedinym-nastrojem","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/sponsorship-wheel-understand-sports-sponsorship-projects-with-one-tool\/","title":{"rendered":"Kolo sponzoringu: porozum\u011bn\u00ed sportovn\u00edm sponzorsk\u00fdm projekt\u016fm pomoc\u00ed jedin\u00e9ho n\u00e1stroje"},"content":{"rendered":"<p><strong>Kolo sponzoringu<\/strong> (sponsorship wheel) je sch\u00e9ma, kter\u00fdm zn\u00e1zor\u0148ujeme projekt sportovn\u00edho sponzoringu: t\u0159i f\u00e1ze (rozhodnut\u00ed, aktivace a m\u011b\u0159en\u00ed) a patn\u00e1ct prvk\u016f uspo\u0159\u00e1dan\u00fdch do kruhu kolem zna\u010dky. Je to kolo, proto\u017ee sponzoring nekon\u010d\u00ed zm\u011b\u0159en\u00edm v\u00fdsledk\u016f: ka\u017ed\u00e1 sezona od nich za\u010d\u00edn\u00e1 znovu, s v\u00edce daty a v\u00edce zku\u0161enostmi.<\/p>\n<p>Jak jsme na t\u011bchto str\u00e1nk\u00e1ch u\u017e mnohokr\u00e1t \u0159ekli, sportovn\u00ed sponzoring je marketingov\u00fd n\u00e1stroj stejn\u011b \u00fa\u010dinn\u00fd jako trojrozm\u011brn\u00fd. Jeho s\u00edla spo\u010d\u00edv\u00e1 pr\u00e1v\u011b v tom, \u017ee p\u016fsob\u00ed na n\u011bkolika \u00farovn\u00edch z\u00e1rove\u0148, a umo\u017e\u0148uje tak dos\u00e1hnout mnoha c\u00edl\u016f najednou a pos\u00edlit aktivity, kter\u00e9 u\u017e b\u011b\u017e\u00ed, nap\u0159\u00edklad digit\u00e1ln\u00ed komunikaci, akce, podporu prodeje a nadlinkovou reklamu.<\/p>\n<p>Bylo by chybou ozna\u010dovat sportovn\u00ed sponzoring za \u201eslo\u017eit\u00fd\u201c (v jeho mechanismech nen\u00ed nic obt\u00ed\u017en\u00e9ho; naopak funguje tak dob\u0159e pr\u00e1v\u011b proto, \u017ee je bezprost\u0159edn\u00ed), ale je spr\u00e1vn\u00e9 \u0159\u00edct, \u017ee jde o v\u00edcevrstvou stavbu z mnoha d\u00edlk\u016f, kter\u00e9 mus\u00ed fungovat v souladu, aby p\u0159inesly nejlep\u0161\u00ed v\u00fdsledky. Lidem mimo obor m\u016f\u017ee tak \u010dlenit\u00e1 konstrukce n\u011bkdy p\u0159ipadat zastra\u0161uj\u00edc\u00ed.<\/p>\n<p>\u00dakolem agentur sportovn\u00edho marketingu a sponzorsk\u00fdch agentur je tento \u201em\u00fdtus slo\u017eitosti\u201c zne\u0161kodnit: d\u00e1t prostor mnoha hlas\u016fm sponzoringu, ani\u017e by vypadal jako mnohohlav\u00e1 p\u0159\u00ed\u0161era, kterou nelze pln\u011b pochopit a zdolat.<\/p>\n<p>Sch\u00e9ma n\u00ed\u017ee, kter\u00e9 \u010dasto ukazujeme potenci\u00e1ln\u00edm i st\u00e1vaj\u00edc\u00edm klient\u016fm jako p\u0159\u00edklad \u201enext steps\u201c, je grafick\u00fdm zn\u00e1zorn\u011bn\u00edm pr\u016fb\u011bhu sponzorsk\u00e9ho projektu. Slou\u017e\u00ed nejen jako kontroln\u00ed seznam v\u011bc\u00ed, kter\u00e9 je t\u0159eba v pr\u016fb\u011bhu projektu ov\u011b\u0159it, ale tak\u00e9 jako mal\u00e1 cestovn\u00ed mapa, kter\u00e1 v ka\u017ed\u00e9m okam\u017eiku ukazuje, kde jsme a co pr\u00e1v\u011b d\u011bl\u00e1me.<\/p>\n<h2>T\u0159i f\u00e1ze sportovn\u00edho sponzoringu<\/h2>\n<p>V tomto p\u0159\u00edkladu jsme sponzorsk\u00fd projekt rozd\u011blili do t\u0159\u00ed f\u00e1z\u00ed:<\/p>\n<ul>\n<li><strong>rozhodov\u00e1n\u00ed<\/strong> (decision making) o sponzoringu,<\/li>\n<li><strong>aktivace<\/strong> sponzoringu,<\/li>\n<li><strong>m\u011b\u0159en\u00ed<\/strong> sponzoringu.<\/li>\n<\/ul>\n<p><strong>Rozhodov\u00e1n\u00ed<\/strong> je nejstrategi\u010dt\u011bj\u0161\u00ed \u010d\u00e1st\u00ed cel\u00e9 cesty: f\u00e1ze, kdy se rozhoduje, vol\u00ed se sm\u011br a p\u0159edev\u0161\u00edm se parametry projektu porovn\u00e1vaj\u00ed s du\u0161\u00ed a specifiky firmy, s posl\u00e1n\u00edm, viz\u00ed, smyslem a hodnotami, na kter\u00e9 se tak \u010dasto odvol\u00e1v\u00e1me.<\/p>\n<p><strong><a href=\"https:\/\/rtrsports.com\/cs\/co-je-aktivace-sportovniho-sponzoringu\/\">Aktivace sponzoringu<\/a><\/strong> je naopak \u010d\u00e1st\u00ed nejv\u00edce taktickou, ve kter\u00e9 se potenci\u00e1l sponzoringu p\u0159ev\u00e1d\u00ed do praxe. Je to nejtvo\u0159iv\u011bj\u0161\u00ed f\u00e1ze, rozhodn\u011b nejv\u00edc vzru\u0161uj\u00edc\u00ed a tak\u00e9 nejviditeln\u011bj\u0161\u00ed. Pat\u0159\u00ed sem komunika\u010dn\u00ed aktivity, akce, marketing na soci\u00e1ln\u00edch s\u00edt\u00edch a tak d\u00e1le.<\/p>\n<p>A kone\u010dn\u011b <strong><a href=\"https:\/\/rtrsports.com\/cs\/blog\/vypocet-roi-navratnosti-investic-ve-sportovnim-marketingu\/\">m\u011b\u0159en\u00ed sponzoringu<\/a><\/strong> je nejanalyti\u010dt\u011bj\u0161\u00ed \u010d\u00e1st\u00ed cel\u00e9ho procesu. Pr\u00e1v\u011b tady se ukazuje velk\u00e1 \u00fa\u010dinnost tohoto n\u00e1stroje, rozpozn\u00e1vaj\u00ed se p\u0159\u00edpadn\u00e9 oblasti ke zlep\u0161en\u00ed a p\u0159ipravuje se jemn\u00e9 dolad\u011bn\u00ed.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-146432\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/wheel.jpg\" alt=\"kolo sponzoringu, cyklus sportovn\u00edho sponzoringu\" width=\"1911\" height=\"1911\" \/><\/p>\n<h2>Kolo sportovn\u00edho sponzoringu<\/h2>\n<p>Dal\u0161\u00edm z\u0159ejm\u00fdm post\u0159ehem je, \u017ee tento graf je, jak n\u00e1zev napov\u00edd\u00e1, <strong>kolo<\/strong>. M\u00e1 v\u00fdchoz\u00ed bod, start, ale s\u00edlu \u010derp\u00e1 z opakov\u00e1n\u00ed. S ka\u017edou dal\u0161\u00ed ot\u00e1\u010dkou se dokonce zlep\u0161uje a je v\u00fdkonn\u011bj\u0161\u00ed.<\/p>\n<p>My\u0161lenka je jednoduch\u00e1, ale d\u016fle\u017eit\u00e1: sponzoring nekon\u010d\u00ed zm\u011b\u0159en\u00edm sv\u00e9ho v\u00fdkonu, naopak z n\u011bj \u010derp\u00e1 novou s\u00edlu. Ka\u017ed\u00e1 sportovn\u00ed sezona a ka\u017ed\u00fd dokon\u010den\u00fd projekt by m\u011bly b\u00fdt p\u0159\u00edle\u017eitost\u00ed k anal\u00fdze v\u00fdsledk\u016f a k n\u00e1vratu do strategick\u00e9 \u010d\u00e1sti s v\u00edce podklady a v\u011bt\u0161\u00ed podrobnost\u00ed.<\/p>\n<p>Jak jsme vysv\u011btlovali v \u010dl\u00e1nku o <a href=\"https:\/\/rtrsports.com\/cs\/blog\/the-plc-in-sponsorship\/\">d\u00e9lce sponzoringu<\/a>, jsou pot\u0159eba alespo\u0148 dv\u011b sezony a sportovn\u00ed sponzoring dosahuje pln\u00e9 \u00fa\u010dinnosti po t\u0159ech nebo \u010dty\u0159ech, proto\u017ee p\u016fsob\u00ed na kognitivn\u00ed a emo\u010dn\u00ed \u010d\u00e1st mozku. Nejsou to nic jin\u00e9ho ne\u017e ot\u00e1\u010dky kola, obr\u00e1tky tohoto grafu, kter\u00e9 poka\u017ed\u00e9 zlep\u0161uj\u00ed ka\u017ed\u00fd z jeho prvk\u016f.<\/p>\n<h2>Sponsorship decision making: prvky<\/h2>\n<ul>\n<li><strong>Objectives.<\/strong> Jako v\u017edy m\u016f\u017ee cel\u00fd proces za\u010d\u00edt jedin\u011b stanoven\u00edm marketingov\u00fdch c\u00edl\u016f, kter\u00fdch chcete sportovn\u00edm sponzoringem dos\u00e1hnout. Mus\u00ed b\u00fdt SMART: konkr\u00e9tn\u00ed, m\u011b\u0159iteln\u00e9, dosa\u017eiteln\u00e9, realistick\u00e9 a \u010dasov\u011b vymezen\u00e9.<\/li>\n<li><strong>Budgeting.<\/strong> Druh\u00fdm krokem je vy\u010dlen\u011bn\u00ed provozn\u00edho rozpo\u010dtu na sponzoring, kter\u00fd zahrne jak n\u00e1klady na samotn\u00fd sponzoring, tak n\u00e1klady na jeho aktivaci.<\/li>\n<li><strong>Sport \/ Property choice.<\/strong> Teprve te\u010f lze vybrat sport, t\u00fdm, akci nebo sportovce, kter\u00e9 chcete sponzorovat. Je to d\u016fle\u017eit\u00fd okam\u017eik, kdy \u010dasto p\u0159ev\u00e1\u017e\u00ed rozhodnut\u00ed podle intuice. Je lep\u0161\u00ed nechat si pomoci od kompetentn\u00ed a profesion\u00e1ln\u00ed agentury, kter\u00e1 dok\u00e1\u017ee pracovat a radit objektivn\u011b a nez\u00e1visle.<\/li>\n<li><strong>Negotiation.<\/strong> V t\u00e9to f\u00e1zi se spole\u010dn\u011b s majitelem sportovn\u00edch pr\u00e1v (property) a agenturou sestavuje dokonal\u00fd pl\u00e1n na m\u00edru. C\u00edlem je odstranit v\u0161e zbyte\u010dn\u00e9 a ponechat jasn\u011b vymezen\u00fd, \u00fasporn\u00fd bal\u00ed\u010dek protipln\u011bn\u00ed, kter\u00fd odpov\u00edd\u00e1 c\u00edl\u016fm. Ve sponzoringu neexistuj\u00ed standardn\u00ed bal\u00ed\u010dky: v\u0161e se d\u011bl\u00e1 na m\u00edru podle toho, \u010deho chcete dos\u00e1hnout.<\/li>\n<li><strong>Legal reviews &#038; signing.<\/strong> Posledn\u00edm krokem rozhodov\u00e1n\u00ed je nesm\u00edrn\u011b d\u016fle\u017eit\u00e1 pr\u00e1vn\u00ed kontrola a podpis (pokud ov\u0161em nejde o v\u00edceletou smlouvu a nejste u\u017e u druh\u00e9 nebo t\u0159et\u00ed ot\u00e1\u010dky kola). Pr\u00e1vn\u00ed kontrola je z\u00e1sadn\u00ed nejen proto, abyste se ochr\u00e1nili a pochopili rozm\u011bry h\u0159i\u0161t\u011b, ale i proto, abyste v\u0161echny projednan\u00e9 body podrobn\u011b zapsali \u010dern\u00e9 na b\u00edl\u00e9m a nem\u011bli probl\u00e9my dnes, a hlavn\u011b v budoucnu.<\/li>\n<\/ul>\n<h2>Sponsorship activation: prvky<\/h2>\n<ul>\n<li><strong>Release notes &#038; announcements.<\/strong> U nov\u00fdch partnerstv\u00ed je kl\u00ed\u010dov\u00fdm okam\u017eikem ozn\u00e1men\u00ed sponzoringu. M\u011blo by b\u00fdt koordinovan\u00e9 se sportovn\u00ed property, nejl\u00e9pe b\u011bhem akce nebo vyhrazen\u00e9ho medi\u00e1ln\u00edho momentu. Za\u010d\u00e1tek roku je k tomu v\u017edy vhodn\u00fd, proto\u017ee novin\u00e1\u0159i i fanou\u0161ci po p\u0159est\u00e1vce \u010dekaj\u00ed na novinky.<\/li>\n<li><strong>Marketing &#038; graphic materials ready.<\/strong> Druh\u00fdm krokem aktivace je p\u0159\u00edprava v\u0161ech komunika\u010dn\u00edch materi\u00e1l\u016f, vizu\u00e1ln\u00edch i jin\u00fdch, pot\u0159ebn\u00fdch pro marketingov\u00e9 aktivity. Od banner\u016f po materi\u00e1ly v m\u00edst\u011b prodeje, od videospot\u016f po grafiku pro soci\u00e1ln\u00ed s\u00edt\u011b: tady sponzoring za\u010d\u00edn\u00e1 dost\u00e1vat tvar, barvu a obsah.<\/li>\n<li><strong>Content &#038; social media planning.<\/strong> Redak\u010dn\u00ed pl\u00e1n, kter\u00fd zohledn\u00ed z\u00e1vody, akce a d\u016fle\u017eit\u00e9 sportovn\u00ed i firemn\u00ed okam\u017eiky, je z\u00e1sadn\u00ed pro \u00fasp\u011b\u0161n\u00fd rok na soci\u00e1ln\u00edch s\u00edt\u00edch, ale i v b\u011b\u017en\u00e9 komunikaci. Pl\u00e1nov\u00e1n\u00ed komunikace znamen\u00e1 nejet naslepo a nemuset improvizovat v nejnapjat\u011bj\u0161\u00edch chv\u00edl\u00edch.<\/li>\n<li><strong>Activities and events scheduling.<\/strong> Tak\u00e9 v r\u00e1mci aktivace je d\u016fle\u017eit\u00e9 zapsat do kalend\u00e1\u0159e akce, veletrhy, konference a firemn\u00ed p\u0159\u00edle\u017eitosti, p\u0159i kter\u00fdch se vyu\u017eij\u00ed protipln\u011bn\u00ed ze sponzoringu. Showcary a showbiky, \u00fa\u010dast jezdc\u016f a veden\u00ed, hospitality a licen\u010dn\u00ed smlouvy (abychom uvedli jen n\u011bkolik p\u0159\u00edklad\u016f) je nutn\u00e9 pl\u00e1novat s p\u0159edstihem, aby byla zaji\u0161t\u011bna maxim\u00e1ln\u00ed \u00fa\u010dinnost a dobr\u00e1 organizace.<\/li>\n<li><strong>Last minute &#038; low hanging fruit.<\/strong> Sport je nep\u0159edv\u00eddateln\u00fd a b\u011bhem roku se nab\u00edz\u00ed mnoho p\u0159\u00edle\u017eitost\u00ed na posledn\u00ed chv\u00edli a rychl\u00fdch \u00fasp\u011bch\u016f, kter\u00e9 lze vyu\u017e\u00edt. Ne\u010dekan\u00e9 v\u00edt\u011bzstv\u00ed po st\u00edhac\u00ed j\u00edzd\u011b, p\u0159ekvapiv\u00e9 ocen\u011bn\u00ed, nezapomenuteln\u00e1 ned\u011ble: to jsou jen n\u011bkter\u00e9 p\u0159\u00edklady. B\u00fdt p\u0159ipraven, pozorn\u011b sledovat, co se d\u011bje na h\u0159i\u0161ti a na trati, a m\u00edt materi\u00e1ly p\u0159ipraven\u00e9 pro ka\u017edou situaci je naprosto nezbytn\u00e9.<\/li>\n<\/ul>\n<h2>Sponsorship measurement: prvky<\/h2>\n<ul>\n<li><strong>Reports &#038; meetings.<\/strong> T\u00fdmy, akce a sportovn\u00ed property obecn\u011b pravideln\u011b zas\u00edlaj\u00ed zpr\u00e1vy o pr\u016fb\u011bhu sponzoringu a svol\u00e1vaj\u00ed sch\u016fzky, na kter\u00fdch ukazuj\u00ed, jak se v\u011bci vyv\u00edjej\u00ed, a bilancuj\u00ed. To b\u00fdv\u00e1 prvn\u00ed, a d\u016fle\u017eit\u00e1, p\u0159\u00edle\u017eitost sponzor\u016f k diskusi. Je d\u016fle\u017eit\u00e9, aby tyto sch\u016fzky byly p\u0159\u00ednosn\u00e9, a neb\u00e1t se pt\u00e1t, stejn\u011b jako je dobr\u00e9 pozorn\u011b \u010d\u00edst a uchov\u00e1vat zpr\u00e1vy, kter\u00e9 p\u0159ich\u00e1zej\u00ed.<\/li>\n<li><strong>Digital &#038; social reporting.<\/strong> Analytika webu a statistiky soci\u00e1ln\u00edch s\u00edt\u00ed \u010dasto poskytuj\u00ed zaj\u00edmav\u00e9 informace o tom, jak si komunika\u010dn\u00ed aktivity vedou. Sportovn\u00ed sponzoring funguje mimo\u0159\u00e1dn\u011b dob\u0159e, kdy\u017e jde o zapojen\u00ed publika na soci\u00e1ln\u00edch s\u00edt\u00edch, a nen\u00ed v\u00fdjimkou vid\u011bt velk\u00e9 vrcholy z\u00e1jmu pr\u00e1v\u011b ve chv\u00edli, kdy se sport stane sou\u010d\u00e1st\u00ed p\u0159\u00edb\u011bhu.<\/li>\n<li><strong>AVE &#038; TV audience.<\/strong> Advertising Value Equivalent a anal\u00fdza televizn\u00ed sledovanosti jdou \u010dasto ruku v ruce. AVE odpov\u00edd\u00e1 na kl\u00ed\u010dovou ot\u00e1zku: \u201eKolik bych musel utratit za reklamu, abych z\u00edskal stejnou viditelnost, jakou mi p\u0159inesl sponzoring?\u201c U velk\u00fdch s\u00e9ri\u00ed, jako je Formule 1 a MotoGP, jsou televizn\u00ed sledovanost a data z n\u00ed odvozen\u00e1 p\u016fsobiv\u00e1 jak po\u010dty, tak geografick\u00fdm dosahem. Samotn\u00e9 AVE ale nesta\u010d\u00ed: Barcelona Principles 3.0, kter\u00e9 organizace AMEC zve\u0159ejnila v roce 2020, p\u0159ipom\u00ednaj\u00ed, \u017ee reklamn\u00ed ekvivalent nem\u011b\u0159\u00ed hodnotu komunikace. Proto ho pou\u017e\u00edv\u00e1me jako jeden z ukazatel\u016f, nikdy jako jedin\u00fd.<\/li>\n<li><strong>Customer satisfaction questionnaires.<\/strong> U aktivit one to one, podlinkov\u00e9 komunikace, podpory prodeje a podobn\u011b jsou pr\u016fzkumy a dotazn\u00edky spokojenosti \u010dasto d\u016fle\u017eit\u00e9 pro spr\u00e1vn\u00e9 vyhodnocen\u00ed proveden\u00fdch aktivit. Hospitality, veletrhy a akce p\u0159in\u00e1\u0161ej\u00ed jin\u00e1 data ne\u017e tradi\u010dn\u00ed statistiky, ale to neznamen\u00e1, \u017ee nejsou m\u011b\u0159iteln\u00e9.<\/li>\n<li><strong>Sales reports.<\/strong> A kone\u010dn\u011b velmi d\u016fle\u017eit\u00fd \u00fadaj p\u0159in\u00e1\u0161\u00ed anal\u00fdza prodej\u016f po sponzoringu, nebo alespo\u0148 n\u011bjakou dobu po jeho zah\u00e1jen\u00ed. Dopad na hospod\u00e1\u0159sk\u00fd v\u00fdsledek je z\u00e1sadn\u00ed pro ka\u017edou firmu bez ohledu na p\u016fvod, velikost a obor, a i kdy\u017e to nen\u00ed jedin\u00fd \u00fadaj, kter\u00fd je t\u0159eba br\u00e1t v \u00favahu, je v\u017edy d\u016fle\u017eit\u00fdm ukazatelem toho, jak se v\u011bcem da\u0159\u00ed.<\/li>\n<\/ul>\n<h2>N\u00e1vod k pou\u017eit\u00ed<\/h2>\n<p>Jako ka\u017ed\u00e9 sch\u00e9ma je i toto \u201ekolo sponzoringu\u201c zjednodu\u0161en\u00edm. Do diagramu lze p\u0159idat mnoho prvk\u016f, ale tak\u00e9 je z n\u011bj ubrat: \u017e\u00e1dn\u00fd p\u0159\u00edpad nen\u00ed stejn\u00fd jako jin\u00fd, pr\u00e1v\u011b proto, \u017ee \u017e\u00e1dn\u00fd sponzoring nen\u00ed stejn\u00fd jako jin\u00fd. C\u00edlem tohoto cvi\u010den\u00ed je uk\u00e1zat kruhovou povahu tohoto n\u00e1stroje a mnoho f\u00e1z\u00ed a sou\u010d\u00e1st\u00ed, ze kter\u00fdch se skl\u00e1d\u00e1 ka\u017ed\u00fd projekt. Pokud naopak hled\u00e1te postup krok za krokem v line\u00e1rn\u00edm po\u0159ad\u00ed, najdete ho v na\u0161em \u010dl\u00e1nku o <a href=\"https:\/\/rtrsports.com\/cs\/pochopeni-procesu-sportovniho-sponzoringu-od-odbornika-z-agentury\/\">8 f\u00e1z\u00edch procesu sportovn\u00edho sponzoringu<\/a>.<\/p>\n<p>Ka\u017ed\u00e1 agentura sportovn\u00edho sponzoringu v\u00ed, \u017ee p\u0159izp\u016fsoben\u00ed t\u00e9to cesty je prvn\u00edm krokem k \u00fasp\u011b\u0161n\u00e9mu sponzoringu. Pokud chcete v\u011bd\u011bt, jak lze toto kolo pou\u017e\u00edt ve va\u0161em sponzorsk\u00e9m projektu ve <a href=\"https:\/\/rtrsports.com\/cs\/vzorec-1-sponzorstvi\/\">Formuli 1<\/a>, v <a href=\"https:\/\/rtrsports.com\/cs\/sponzorstvi-motogp\/\">MotoGP<\/a> a v dal\u0161\u00edch <a href=\"https:\/\/rtrsports.com\/cs\/blog\/agentura-motorsport-co-dela\/\">nejvy\u0161\u0161\u00edch motoristick\u00fdch s\u00e9ri\u00edch<\/a>, napi\u0161te n\u00e1m na info@rtrsports.com nebo pou\u017eijte kontaktn\u00ed formul\u00e1\u0159e na tomto webu.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>\u010cast\u00e9 ot\u00e1zky o kole sponzoringu<\/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>Co je kolo sponzoringu?<\/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>Je to sch\u00e9ma, kter\u00fdm RTR Sports zn\u00e1zor\u0148uje projekt sportovn\u00edho sponzoringu: patn\u00e1ct prvk\u016f rozd\u011blen\u00fdch do t\u0159\u00ed f\u00e1z\u00ed (rozhodov\u00e1n\u00ed, aktivace a m\u011b\u0159en\u00ed) a uspo\u0159\u00e1dan\u00fdch do kruhu kolem zna\u010dky, proto\u017ee ka\u017ed\u00e1 sezona za\u010d\u00edn\u00e1 znovu od v\u00fdsledk\u016f t\u00e9 p\u0159edchoz\u00ed.<\/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>Jak\u00e9 jsou t\u0159i f\u00e1ze sportovn\u00edho sponzoringu?<\/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>Rozhodov\u00e1n\u00ed, strategick\u00e1 \u010d\u00e1st, ve kter\u00e9 se stanovuj\u00ed c\u00edle, rozpo\u010det a property; aktivace, taktick\u00e1 \u010d\u00e1st, ve kter\u00e9 se sponzoring m\u011bn\u00ed v komunikaci, akce a obsah; a m\u011b\u0159en\u00ed, analytick\u00e1 \u010d\u00e1st, ve kter\u00e9 se hodnot\u00ed v\u00fdsledky.<\/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>Pro\u010d se sponzoring zn\u00e1zor\u0148uje jako kolo?<\/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>Proto\u017ee nekon\u010d\u00ed m\u011b\u0159en\u00edm: v\u00fdsledky ka\u017ed\u00e9 sezony se vracej\u00ed do strategick\u00e9 \u010d\u00e1sti a zlep\u0161uj\u00ed dal\u0161\u00ed ot\u00e1\u010dku. Jsou pot\u0159eba alespo\u0148 dv\u011b sezony a sponzoring p\u0159in\u00e1\u0161\u00ed nejlep\u0161\u00ed v\u00fdsledky po t\u0159ech nebo \u010dty\u0159ech.<\/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>\u010c\u00edm za\u010d\u00edn\u00e1 sponzorsk\u00fd projekt?<\/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>Marketingov\u00fdmi c\u00edli, kter\u00e9 mus\u00ed b\u00fdt SMART: konkr\u00e9tn\u00ed, m\u011b\u0159iteln\u00e9, dosa\u017eiteln\u00e9, realistick\u00e9 a \u010dasov\u011b vymezen\u00e9. Teprve potom p\u0159ich\u00e1z\u00ed rozpo\u010det a v\u00fdb\u011br sportu a property.<\/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>Zahrnuje rozpo\u010det sponzoringu i aktivaci?<\/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>Ano. Provozn\u00ed rozpo\u010det mus\u00ed pokr\u00fdt jak n\u00e1klady na sponzoring, tak n\u00e1klady na jeho aktivaci: materi\u00e1ly, obsah, akce a hospitality. Sponzoring bez aktivace p\u0159in\u00e1\u0161\u00ed mnohem m\u00e9n\u011b, ne\u017e by mohl.<\/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>Jak se m\u011b\u0159\u00ed sportovn\u00ed sponzoring?<\/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>N\u011bkolika ukazateli najednou: zpr\u00e1vy a sch\u016fzky s property, digit\u00e1ln\u00ed data a data ze soci\u00e1ln\u00edch s\u00edt\u00ed, AVE a televizn\u00ed sledovanost, dotazn\u00edky spokojenosti a anal\u00fdza prodej\u016f. Samotn\u00e9 AVE nesta\u010d\u00ed: podle Barcelona Principles 3.0 organizace AMEC nem\u011b\u0159\u00ed hodnotu komunikace.<\/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>Kolo sponzoringu (sponsorship wheel) je sch\u00e9ma, kter\u00fdm zn\u00e1zor\u0148ujeme projekt sportovn\u00edho sponzoringu: t\u0159i f\u00e1ze (rozhodnut\u00ed, aktivace a m\u011b\u0159en\u00ed) a patn\u00e1ct prvk\u016f uspo\u0159\u00e1dan\u00fdch do kruhu kolem zna\u010dky. Je to kolo, proto\u017ee sponzoring nekon\u010d\u00ed zm\u011b\u0159en\u00edm v\u00fdsledk\u016f: ka\u017ed\u00e1 sezona od nich za\u010d\u00edn\u00e1 znovu, s v\u00edce daty a v\u00edce zku\u0161enostmi. Jak jsme na t\u011bchto str\u00e1nk\u00e1ch u\u017e mnohokr\u00e1t \u0159ekli, sportovn\u00ed sponzoring [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":196953,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20229],"tags":[],"class_list":["post-242567","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Kolo sponzoringu: cyklus sportovn\u00edho sponzoringu<\/title>\n<meta name=\"description\" content=\"Kolo sponzoringu od RTR Sports: rozhodnut\u00ed, aktivace a m\u011b\u0159en\u00ed sportovn\u00edho sponzoringu v 15 prvc\u00edch, v cyklu, kter\u00fd se 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