{"id":242571,"date":"2023-10-19T14:28:49","date_gmt":"2023-10-19T12:28:49","guid":{"rendered":"https:\/\/rtrsports.com\/role-obsahu-v-uspechu-strategie-sponzoringu-motoristickych-sportu-komplexni-marketingovy-obsah\/"},"modified":"2026-10-19T12:52:09","modified_gmt":"2026-10-19T10:52:09","slug":"role-obsahu-v-uspechu-strategie-sponzoringu-motoristickych-sportu-komplexni-marketingovy-obsah","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/role-obsahu-v-uspechu-strategie-sponzoringu-motoristickych-sportu-komplexni-marketingovy-obsah\/","title":{"rendered":"Obsahov\u00fd marketing ve sportu: pro\u010d v motorsportu nesta\u010d\u00ed jen logo"},"content":{"rendered":"

Logo na monopostu nen\u00ed obsah. Je to pr\u00e1vo. Hodnota sponzoringu v motorsportu vznik\u00e1 ve chv\u00edli, kdy se toto pr\u00e1vo prom\u011bn\u00ed v n\u011bco, co lid\u00e9 sami cht\u011bj\u00ed sledovat, sd\u00edlet a pamatovat si. Pr\u00e1v\u011b to mysl\u00edme obsahov\u00fdm marketingem ve sportu<\/strong>: prom\u011bnit smlouvu s t\u00fdmem, jezdcem nebo podnikem v p\u0159\u00edb\u011bhy, kter\u00e9 pro zna\u010dku pracuj\u00ed i po skon\u010den\u00ed z\u00e1vodu.<\/p>\n

Moje teze je jednoduch\u00e1: kdo si koup\u00ed sponzoring a nevypr\u00e1v\u00ed o n\u011bm, plat\u00ed za polovinu toho, co z\u00edskal. Publikum u\u017e existuje a je v\u011bt\u0161\u00ed ne\u017e kdykoli p\u0159edt\u00edm. T\u00e9m\u011b\u0159 v\u017edy chyb\u00ed redak\u010dn\u00ed pl\u00e1n a pr\u00e1va k jeho realizaci.<\/p>\n

Co je obsahov\u00fd marketing ve sportu<\/h2>\n

Sponzoring vn\u00edm\u00e1m jako vys\u00edlac\u00ed licenci a obsah jako programov\u00e9 sch\u00e9ma. Licence v\u00e1m d\u00e1v\u00e1 pr\u00e1vo vys\u00edlat. Programov\u00e9 sch\u00e9ma rozhoduje, jestli se na v\u00e1s n\u011bkdo d\u00edv\u00e1. Koupit licenci a nevytvo\u0159it program znamen\u00e1 m\u00edt kan\u00e1l s \u010dernou obrazovkou.<\/p>\n

V praxi je obsahov\u00fd marketing sponzoringu souhrn obsahu, kter\u00fd zna\u010dka vytv\u00e1\u0159\u00ed d\u00edky z\u00edskan\u00fdm pr\u00e1v\u016fm: videa ze z\u00e1kulis\u00ed, rozhovory s jezdci, technick\u00e1 data vysv\u011btlen\u00e1 srozumiteln\u011b, kampan\u011b postaven\u00e9 na vztahu s t\u00fdmem, obsah pro klienty pozvan\u00e9 na okruh. Nenahrazuje viditelnost loga. N\u00e1sob\u00ed ji a p\u0159en\u00e1\u0161\u00ed tam, kam samotn\u00e9 logo nedos\u00e1hne: do feed\u016f, newsletter\u016f a obchodn\u00edch prezentac\u00ed.<\/p>\n

Publikum u\u017e tu je: \u010d\u00edsla<\/h2>\n

V roce 2025 p\u0159ekonala Formule 1 hranici 114,5 milionu sleduj\u00edc\u00edch na soci\u00e1ln\u00edch s\u00edt\u00edch, za rok vzrostla o 19 % a vy\u0161la z 18,7 milionu v roce 2018: pop\u00e1t\u00e9 v \u0159ad\u011b byla nejrychleji rostouc\u00ed glob\u00e1ln\u00ed sportovn\u00ed ligou na soci\u00e1ln\u00edch s\u00edt\u00edch. Je to publikum, kter\u00e9 sleduje F1 i mimo p\u0159\u00edm\u00e9 p\u0159enosy, prost\u0159ednictv\u00edm klip\u016f, z\u00e1kulis\u00ed a osobnost\u00ed.<\/p>\n

Nejl\u00e9pe to dokl\u00e1d\u00e1 Drive to Survive<\/em>. Seri\u00e1l Netflixu m\u011bl premi\u00e9ru v b\u0159eznu 2019 a prov\u00e1zel zm\u011bnu vztahu Spojen\u00fdch st\u00e1t\u016f k Formuli 1: pr\u016fm\u011brn\u00e1 sledovanost jednoho z\u00e1vodu na stanic\u00edch ESPN vzrostla zhruba z 554 000 div\u00e1k\u016f v roce 2018 na 1,21 milionu v roce 2022 a na 1,3 milionu v roce 2025, v posledn\u00ed sez\u00f3n\u011b p\u0159edt\u00edm, ne\u017e pr\u00e1va p\u0159e\u0161la na Apple TV. Podle m\u00e9ho n\u00e1zoru se nezm\u011bnil sport. Zm\u011bnilo se vypr\u00e1v\u011bn\u00ed. Pro sponzora je ponau\u010den\u00ed jasn\u00e9: obsah publikum nen\u00e1sleduje, ale vytv\u00e1\u0159\u00ed.<\/p>\n

T\u0159i p\u0159\u00edklady, kter\u00e9 funguj\u00ed<\/h2>\n

Prvn\u00edm je Red Bull, kter\u00fd z obsahu ud\u011blal samostatn\u00e9 odv\u011btv\u00ed. V roce 2007 zalo\u017eil v Salcburku Red Bull Media House, kter\u00fd vyr\u00e1b\u00ed videa, dokumenty, \u010dasopisy a p\u0159\u00edm\u00e9 p\u0159enosy ze sport\u016f, v nich\u017e je zna\u010dka p\u0159\u00edtomna. Jeho t\u00fdm Formule 1, kter\u00fd z\u00edskal titul mistra sv\u011bta jezdc\u016f se Sebastianem Vettelem v letech 2010 a\u017e 2013 a s Maxem Verstappenem v letech 2021 a\u017e 2024, je z\u00e1rove\u0148 tov\u00e1rnou na p\u0159\u00edb\u011bhy. Tento model nem\u016f\u017ee napodobit ka\u017ed\u00fd, ale ukazuje sm\u011br.<\/p>\n

Druh\u00fdm je DHL, logistick\u00fd partner Formule 1. Od roku 2015 ud\u011bluje DHL Fastest Pit Stop Award t\u00fdmu s nejrychlej\u0161\u00edmi zast\u00e1vkami v boxech v sez\u00f3n\u011b: Red Bull ji vyhr\u00e1l v letech 2018 a\u017e 2024 a Ferrari v roce 2025 s 559 body proti 410 bod\u016fm McLarenu. Jde o obsah, kter\u00fd se obnovuje p\u0159i ka\u017ed\u00e9 Velk\u00e9 cen\u011b a spojuje zna\u010dku s jasnou hodnotou: rychlost\u00ed a p\u0159esnost\u00ed provozu.<\/p>\n

T\u0159et\u00edm je Heineken, kter\u00fd v roce 2016 spustil s Jackiem Stewartem kampa\u0148 \u201eWhen You Drive, Never Drink“ o zodpov\u011bdn\u00e9 konzumaci. Pivn\u00ed zna\u010dka ve sportu, kde jde o \u0159\u00edzen\u00ed, se rozhodla vypr\u00e1v\u011bt pr\u00e1v\u011b o nejcitliv\u011bj\u0161\u00edm t\u00e9matu, a to s d\u016fv\u011bryhodnost\u00ed trojn\u00e1sobn\u00e9ho mistra sv\u011bta. Je to p\u0159\u00edklad obsahu, kter\u00fd krom\u011b budov\u00e1n\u00ed pov\u011bdom\u00ed chr\u00e1n\u00ed i pov\u011bst.<\/p>\n

Jak\u00fd obsah p\u0159in\u00e1\u0161\u00ed nejv\u00edc<\/h2>\n

Podle m\u00e9 zku\u0161enosti funguj\u00ed pro sponzora nejl\u00e9pe \u010dty\u0159i typy obsahu. Z\u00e1kulis\u00ed, proto\u017ee paddock z\u016fst\u00e1v\u00e1 m\u00edstem, kter\u00e9 ve\u0159ejnost nevid\u00ed. Lid\u00e9, tedy jezdci, in\u017een\u00fd\u0159i a mechanici, proto\u017ee sport se sleduje p\u0159es tv\u00e1\u0159e. Data, pokud m\u00e1 produkt sponzora skute\u010dnou vazbu na v\u00fdkon. A obsah pro klienty: hospitality na okruhu se st\u00e1v\u00e1 materi\u00e1lem pro obchodn\u00ed t\u00fdm, pro newslettery a pro firemn\u00ed soci\u00e1ln\u00ed s\u00edt\u011b.<\/p>\n

Form\u00e1t je m\u00e9n\u011b d\u016fle\u017eit\u00fd ne\u017e pravidelnost. Kr\u00e1tk\u00fd seri\u00e1l vyd\u00e1van\u00fd p\u0159i ka\u017ed\u00e9m z\u00e1vod\u011b vybuduje v\u00edc pozornosti ne\u017e jedno velk\u00e9 video jednou za rok. N\u00e1pady, jak prom\u011bnit pr\u00e1va v z\u00e1\u017eitky a obsah, shrnujeme v na\u0161em pr\u016fvodci aktivacemi sportovn\u00edho marketingu<\/a>.<\/p>\n

Nejd\u0159\u00edv pr\u00e1va, pak kamera<\/h2>\n

Bod, kter\u00fd v\u00edd\u00e1m zanedb\u00e1van\u00fd nej\u010dast\u011bji, je smluvn\u00ed. K vyu\u017eit\u00ed podoby jezdce, z\u00e1b\u011br\u016f z boxov\u00e9 uli\u010dky nebo zna\u010dky t\u00fdmu jsou pot\u0159eba pr\u00e1va zapsan\u00e1 ve smlouv\u011b, s rozsahem, kan\u00e1ly a dobou trv\u00e1n\u00ed. Smlouva, kter\u00e1 po\u010d\u00edt\u00e1 jen s viditelnost\u00ed loga, neoprav\u0148uje k nato\u010den\u00ed videa ani k pou\u017eit\u00ed tv\u00e1\u0159e jezdce v kampani. Jak tato pr\u00e1va spravovat, vysv\u011btlujeme v \u010dl\u00e1nku o vyu\u017eit\u00ed pr\u00e1v k podobizn\u011b ve sponzoringu<\/a>.<\/p>\n

Jak m\u011b\u0159it n\u00e1vratnost<\/h2>\n

Obsah se m\u011b\u0159\u00ed stejn\u00fdmi krit\u00e9rii jako zbytek sponzoringu: kolik lid\u00ed oslov\u00ed, jak moc je zaujme a jak\u00e9 akce vyvol\u00e1, od obchodn\u00edho kontaktu a\u017e po n\u00e1kup. Samotn\u00e9 zhl\u00e9dnut\u00ed je jen ukazatel je\u0161itnosti. D\u016fle\u017eit\u00e9 je, co se stane potom. Metodu, jak tyto ukazatele propojit s obchodn\u00edmi v\u00fdsledky, popisujeme v na\u0161\u00ed anal\u00fdze o tom, jak m\u011b\u0159it ROI sponzoringu<\/a>.<\/p>\n

T\u0159i chyby, kter\u00e9 v\u00edd\u00e1m<\/h2>\n

Prvn\u00ed je p\u0159em\u00fd\u0161let o obsahu a\u017e po podpisu. Redak\u010dn\u00ed pl\u00e1n je t\u0159eba napsat p\u0159edem, proto\u017ee na n\u011bm z\u00e1vis\u00ed pr\u00e1va, o kter\u00fdch se vyjedn\u00e1v\u00e1, i rozpo\u010det, kter\u00fd je nutn\u00e9 vy\u010dlenit.<\/p>\n

Druh\u00e1 je mluvit jen o vlastn\u00edm produktu. Fanou\u0161ci sleduj\u00ed t\u00fdm a jezdce, ne katalog sponzora: zna\u010dka mus\u00ed do p\u0159\u00edb\u011bhu vstoupit, ne ho p\u0159eru\u0161ovat.<\/p>\n

T\u0159et\u00ed je nechat v\u0161echno na t\u00fdmu. T\u00fdmy vyr\u00e1b\u011bj\u00ed obsah pro sebe i pro v\u0161echny sv\u00e9 partnery. Sponzor, kter\u00fd chce vyniknout, pot\u0159ebuje vlastn\u00ed pl\u00e1n postaven\u00fd na sv\u00fdch c\u00edlech, ve Formuli 1<\/a> stejn\u011b jako v jin\u00fdch kategori\u00edch.<\/p>\n

Logo kupuje prostor, obsah kupuje pozornost<\/h2>\n

Sponzoring bez obsahu je samolepka na voze, kter\u00fd proj\u00ed\u017ed\u00ed rychlost\u00ed t\u0159i sta kilometr\u016f za hodinu. S redak\u010dn\u00edm pl\u00e1nem se z t\u00fdch\u017e pr\u00e1v stanou m\u011bs\u00edce pozornosti, vztahy s klienty a data k m\u011b\u0159en\u00ed. Rozd\u00edl ned\u011bl\u00e1 rozpo\u010det na pr\u00e1va. Rozd\u00edl d\u011bl\u00e1 to, co se rozhodnete vypr\u00e1v\u011bt. V\u017edy.<\/p>\n

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\u010cast\u00e9 ot\u00e1zky o obsahov\u00e9m marketingu ve sportu<\/b><\/h2>\r\n \r\n
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\r\n Co je obsahov\u00fd marketing ve sportu?<\/b>\r\n <\/h3>\r\n\r\n
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Je to tvorba obsahu, jako jsou videa, rozhovory, materi\u00e1ly ze z\u00e1kulis\u00ed, data a kampan\u011b, kter\u00fd zna\u010dka vytv\u00e1\u0159\u00ed d\u00edky pr\u00e1v\u016fm ze sportovn\u00edho sponzoringu. Slou\u017e\u00ed k tomu, aby se viditelnost loga prom\u011bnila v pozornost, vztahy a m\u011b\u0159iteln\u00e9 v\u00fdsledky, i mimo z\u00e1vodn\u00ed dny.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n\r\n

\r\n Pro\u010d je obsahov\u00fd marketing d\u016fle\u017eit\u00fd pro sponzora v motorsportu?<\/b>\r\n <\/h3>\r\n\r\n
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Proto\u017ee publikum motorsportu sleduje sport i mimo p\u0159\u00edm\u00e9 p\u0159enosy: v roce 2025 p\u0159ekonala Formule 1 hranici 114,5 milionu sleduj\u00edc\u00edch na soci\u00e1ln\u00edch s\u00edt\u00edch. Sponzor, kter\u00fd vypr\u00e1v\u00ed o sv\u00e9m partnerstv\u00ed, oslovuje toto publikum tam, kde se ka\u017ed\u00fd den pohybuje, a nespol\u00e9h\u00e1 jen na zobrazen\u00ed loga b\u011bhem z\u00e1vodu.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak\u00fd obsah funguje pro sponzory nejl\u00e9pe?<\/b>\r\n <\/h3>\r\n\r\n
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Z\u00e1kulis\u00ed paddocku, obsah s jezdci a techniky, data o v\u00fdkonu, pokud m\u00e1 produkt skute\u010dnou vazbu na tra\u0165, a obsah vznikl\u00fd p\u0159i hospitality s klienty. Kr\u00e1tk\u00fd pravideln\u00fd seri\u00e1l obvykle p\u0159inese v\u00edc ne\u017e jedno velk\u00e9 video.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jsou k tvorb\u011b obsahu s t\u00fdmem nebo jezdcem pot\u0159eba zvl\u00e1\u0161tn\u00ed pr\u00e1va?<\/b>\r\n <\/h3>\r\n\r\n
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Ano. Podoba jezdce, nat\u00e1\u010den\u00ed v uzav\u0159en\u00fdch prostorech a pou\u017eit\u00ed zna\u010dky t\u00fdmu mus\u00ed b\u00fdt o\u0161et\u0159eny ve smlouv\u011b, v\u010detn\u011b kan\u00e1l\u016f, \u00fazem\u00ed a doby trv\u00e1n\u00ed. Smlouva, kter\u00e1 po\u010d\u00edt\u00e1 jen s viditelnost\u00ed loga, nesta\u010d\u00ed k nat\u00e1\u010den\u00ed vide\u00ed ani k pou\u017eit\u00ed tv\u00e1\u0159e jezdce v kampani.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak m\u011b\u0159it n\u00e1vratnost sponzorsk\u00e9ho obsahu?<\/b>\r\n <\/h3>\r\n\r\n
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Ukazateli dosahu, zapojen\u00ed a akce: po\u010dtem osloven\u00fdch lid\u00ed, interakcemi, z\u00edskan\u00fdmi obchodn\u00edmi kontakty a prodeji. Samotn\u00e1 zhl\u00e9dnut\u00ed nesta\u010d\u00ed: je t\u0159eba je propojit s obchodn\u00edmi c\u00edli stanoven\u00fdmi p\u0159ed podpisem sponzorsk\u00e9 smlouvy.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak\u00fd je rozd\u00edl mezi aktivac\u00ed a obsahov\u00fdm marketingem?<\/b>\r\n <\/h3>\r\n\r\n
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Aktivace je v\u0161e, co sponzor d\u011bl\u00e1, aby vyu\u017eil z\u00edskan\u00e1 pr\u00e1va, od akc\u00ed na okruhu p\u0159es hospitality a\u017e po sout\u011b\u017ee. Obsahov\u00fd marketing je ta \u010d\u00e1st aktivace, kter\u00e1 vytv\u00e1\u0159\u00ed obsah \u0161\u00ed\u0159en\u00fd v pr\u016fb\u011bhu \u010dasu a v kan\u00e1lech zna\u010dky.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Logo na monopostu nen\u00ed obsah. Je to pr\u00e1vo. Hodnota sponzoringu v motorsportu vznik\u00e1 ve chv\u00edli, kdy se toto pr\u00e1vo prom\u011bn\u00ed v n\u011bco, co lid\u00e9 sami cht\u011bj\u00ed sledovat, sd\u00edlet a pamatovat si. Pr\u00e1v\u011b to mysl\u00edme obsahov\u00fdm marketingem ve sportu: prom\u011bnit smlouvu s t\u00fdmem, jezdcem nebo podnikem v p\u0159\u00edb\u011bhy, kter\u00e9 pro zna\u010dku pracuj\u00ed i po skon\u010den\u00ed z\u00e1vodu. […]<\/p>\n","protected":false},"author":14,"featured_media":196170,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20229],"tags":[],"class_list":["post-242571","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"\nObsahov\u00fd marketing ve sportu: v\u00edc ne\u017e logo sponzora<\/title>\n<meta name=\"description\" content=\"Obsahov\u00fd marketing ve sportu: jak prom\u011bnit sponzoring v motorsportu v obsah, kter\u00e9 form\u00e1ty funguj\u00ed, jak\u00e1 pr\u00e1va jsou pot\u0159eba a jak m\u011b\u0159it v\u00fdsledky.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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