{"id":242572,"date":"2024-01-29T15:18:06","date_gmt":"2024-01-29T14:18:06","guid":{"rendered":"https:\/\/rtrsports.com\/in-sport-marketing-win-win-win-win-win-win\/"},"modified":"2025-07-04T13:37:02","modified_gmt":"2025-07-04T11:37:02","slug":"in-sport-marketing-win-win-win-win-win-win","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/in-sport-marketing-win-win-win-win-win-win\/","title":{"rendered":"Ve sportovn\u00edm marketingu nen\u00ed v\u00edt\u011bzstv\u00ed hodnotou ani marketingov\u00fdm p\u0159\u00ednosem."},"content":{"rendered":"<p>Pokud jste p\u0159ipraveni investovat do <a href=\"http:\/\/rtrsports.com\/en\"><strong>sportovn\u00ed sponzoring<\/strong><\/a> jen proto, \u017ee chcete vyhr\u00e1t a zviditelnit svou zna\u010dku, d\u011bl\u00e1te velkou chybu. Zviditeln\u011bn\u00ed je jen jednou z mnoha v\u00fdhod, kter\u00e9 m\u016f\u017ee spole\u010dnost nebo zna\u010dka z\u00edskat ze spolupr\u00e1ce se sportovn\u00ed organizac\u00ed, ale zdaleka ne jedinou. Kdy\u017e hovo\u0159\u00edme o mo\u017enostech partnerstv\u00ed se z\u00e1kazn\u00edky nebo nov\u00fdmi z\u00e1jemci, v\u017edy se sna\u017e\u00edme zam\u011b\u0159it nejen na zviditeln\u011bn\u00ed, kter\u00e9ho lze dos\u00e1hnout, nebo na v\u00fdsledky z\u00e1vod\u016f, ale tak\u00e9 a p\u0159edev\u0161\u00edm na hodnoty a marketingov\u00e9 v\u00fdhody, kter\u00e9 lze investic\u00ed do t\u011bchto program\u016f vyu\u017e\u00edt.<\/p>\n<h2>Hodnoty sp\u00ed\u0161e ne\u017e v\u00fdsledky<\/h2>\n<p>Investice do <strong>Formule 1<\/strong>, <strong>Formule E<\/strong> nebo <a href=\"https:\/\/rtrsports.com\/en\/motorsports-motogp-sponsorship-agency\/\"><strong>MotoGP<\/strong><\/a> nen\u00ed jen v\u00fdb\u011br t\u00fdmu nebo jezdce, kter\u00fd dosahuje dobr\u00fdch v\u00fdsledk\u016f nebo vyhr\u00e1v\u00e1 nejv\u00edce. Takto to nefunguje. Mluv\u00edme o hodnot\u00e1ch. Zde je nap\u0159\u00edklad kr\u00e1tk\u00fd seznam n\u011bkter\u00fdch hodnot spojen\u00fdch s <strong>Formul\u00ed 1<\/strong>:<\/p>\n<ul>\n<li>Technologie na nejvy\u0161\u0161\u00ed \u00farovni<\/li>\n<li>V\u00fdzkum a v\u00fdvoj<\/li>\n<li>Mezin\u00e1rodnost<\/li>\n<li>Konkurenceschopnost<\/li>\n<li>Rychlost<\/li>\n<li>Excellence<\/li>\n<li>Vysok\u00fd v\u00fdkon<\/li>\n<li>T\u00fdmov\u00fd duch<\/li>\n<li>Heritage<\/li>\n<li>Glamour<\/li>\n<\/ul>\n<p>Pokud uva\u017eujete o <strong>sponzorov\u00e1n\u00ed Formule E<\/strong>, m\u016f\u017eeme v\u00e1m nab\u00eddnout \u0159adu dal\u0161\u00edch hodnot, jako jsou:<\/p>\n<ul>\n<li>Udr\u017eitelnost<\/li>\n<li>Progress<\/li>\n<li>\u00da\u010dinnost<\/li>\n<li>Pioneer\/prekurzor<\/li>\n<li>Pokro\u010dil\u00e1 technologie<\/li>\n<li>Nov\u00e9 v\u00fdzvy<\/li>\n<li>Vize orientovan\u00e1 na budoucnost<\/li>\n<\/ul>\n<p>Jednoduch\u00fdm za\u010dlen\u011bn\u00edm n\u011bkter\u00fdch z t\u011bchto prvk\u016f do firemn\u00ed komunikace si ka\u017ed\u00e1 zna\u010dka m\u016f\u017ee b\u00fdt jist\u00e1, \u017ee vytvo\u0159\u00ed obsahov\u011b bohat\u00fd komunika\u010dn\u00ed pl\u00e1n, kter\u00fd bude relevantn\u00ed, zaj\u00edmav\u00fd a aktu\u00e1ln\u00ed po dobu nejm\u00e9n\u011b p\u011bti let. <strong>Mimochodem, pozn\u00e1te v seznamu slovo \u201ev\u00edt\u011bzstv\u00ed\u201c? NE <\/strong>. V\u00edt\u011bzstv\u00ed nen\u00ed hodnota, je to n\u011bco, co by se dalo nazvat plus, t\u0159e\u0161ni\u010dka na dortu.<\/p>\n<h2><b><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-144071 size-full\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/photo_2023-10-10-09.04.50.jpeg\" alt=\"Nejrychlej\u0161\u00ed zast\u00e1vka McLarenu v PitStop\" width=\"752\" height=\"1168\" \/><\/b><\/h2>\n<h2>Komunikace o t\u00fdmov\u00e9 pr\u00e1ci<\/h2>\n<p>Cht\u011bl bych b\u00fdt jedn\u00edm ze sponzor\u016f <strong>McLarenu<\/strong> a m\u00edt mo\u017enost poslat v\u0161em zam\u011bstnanc\u016fm spole\u010dnosti e-mail s rekordem, kter\u00fd <strong>t\u00fdm McLaren F1<\/strong> vytvo\u0159il v z\u00e1vod\u011b v Kataru: <strong>zast\u00e1vka v boxech za 1,80 sekundy<\/strong>. Rekord dosa\u017een\u00fd d\u00edky velmi siln\u00e9 t\u00fdmov\u00e9 pr\u00e1ci tvo\u0159en\u00e9 neust\u00e1l\u00fdm testov\u00e1n\u00edm, drilem, pozornost\u00ed k detail\u016fm, koncentrac\u00ed, odolnost\u00ed.<\/p>\n<p>Pod\u00edvejte se na tento obr\u00e1zek: <strong>\u0159idi\u010d je sotva vid\u011bt<\/strong>, je vid\u011bt auto a 19 lid\u00ed kolem n\u011bj na zast\u00e1vce v boxech. Devaten\u00e1ct lid\u00ed z tis\u00edc\u016f zam\u011bstnanc\u016f, kte\u0159\u00ed pracuj\u00ed se stejn\u00fdm c\u00edlem: d\u00e1t ob\u011bma \u0159idi\u010d\u016fm co nejv\u011bt\u0161\u00ed \u0161anci na \u00fasp\u011bch. \u010casto se soust\u0159ed\u00edte pouze na jezdce a v\u016fz na trati nebo na stupn\u00edch v\u00edt\u011bz\u016f, ale pr\u00e1ce t\u00fdmu a ka\u017ed\u00e9ho jednotliv\u00e9ho \u010dlena je neuv\u011b\u0159iteln\u00e1.<\/p>\n<p>Krom\u011b v\u00edt\u011bzstv\u00ed v z\u00e1vodech nab\u00edzej\u00ed sportovn\u00ed partnerstv\u00ed zviditeln\u011bn\u00ed, medi\u00e1ln\u00ed publicitu, obsah ze z\u00e1kulis\u00ed, z\u00e1\u017eitky pro fanou\u0161ky a soulad s hodnotami, o kter\u00e9 zna\u010dky usiluj\u00ed. Proto v\u00edt\u011bzstv\u00ed nen\u00ed jedinou, nebo dokonce nejd\u016fle\u017eit\u011bj\u0161\u00ed hodnotou, kterou sportovn\u00ed sponzoring p\u0159in\u00e1\u0161\u00ed:<\/p>\n<ul>\n<li><strong>V\u00edt\u011bzstv\u00ed jsou pom\u00edjiv\u00e1 a nep\u0159edv\u00eddateln\u00e1<\/strong> &#8211; T\u00fdmy a sportovci proch\u00e1zej\u00ed cykly vzestup\u016f a p\u00e1d\u016f. Zna\u010dky pot\u0159ebuj\u00ed v\u011bt\u0161\u00ed konzistenci hodnot a p\u0159\u00ednos\u016f, ne\u017e jakou poskytuje v\u00edt\u011bzstv\u00ed. Dlouhodob\u00e1 partnerstv\u00ed trvaj\u00ed d\u00e9le ne\u017e v\u00edt\u011bzstv\u00ed a por\u00e1\u017eky.<\/li>\n<li><strong>Cesta je stejn\u011b d\u016fle\u017eit\u00e1 jako c\u00edl<\/strong>: fanou\u0161ky spojuj\u00ed inspirativn\u00ed p\u0159\u00edb\u011bhy o odhodl\u00e1n\u00ed, t\u00fdmov\u00e9 pr\u00e1ci, odolnosti a p\u0159ipravenosti, kter\u00e9 sport nab\u00edz\u00ed bez ohledu na kone\u010dn\u00e9 v\u00fdsledky. Tato vypr\u00e1v\u011bn\u00ed d\u00e1vaj\u00ed v\u00edt\u011bzstv\u00ed \u010di por\u00e1\u017ece smysl. Sport umo\u017e\u0148uje zna\u010dk\u00e1m spojit se s hlub\u0161\u00edmi hodnotami: dokonalost\u00ed, oddanost\u00ed, komunitou, t\u00fdmovou prac\u00ed a dal\u0161\u00edmi. Hodnoty p\u0159esahuj\u00ed jak\u00e9koli v\u00edt\u011bzstv\u00ed nebo titul. Zna\u010dky cht\u011bj\u00ed m\u00edt kapit\u00e1l spojen\u00fd s ide\u00e1ly, kter\u00e9 p\u0159etrvaj\u00ed.<\/li>\n<li><strong>Zviditeln\u011bn\u00ed partnera z\u016fstane zachov\u00e1no<\/strong> &#8211; zna\u010dka na dresech, vozidlech, vybaven\u00ed a z\u00e1zem\u00ed t\u00fdmu z\u016fstane zachov\u00e1na bez ohledu na to, kdo vyhraje. Zviditeln\u011bn\u00ed p\u0159etrv\u00e1v\u00e1 v dobr\u00fdch i \u0161patn\u00fdch \u010dasech.<\/li>\n<li><strong>Z\u00e1kulisn\u00ed obsah posiluje soun\u00e1le\u017eitost<\/strong> &#8211; Multimedi\u00e1ln\u00ed a soci\u00e1ln\u00ed obsah, kter\u00fd zd\u016fraz\u0148uje osobnosti a lidskou str\u00e1nku sportu, posiluje soun\u00e1le\u017eitost. To p\u0159esahuje r\u00e1mec v\u00edt\u011bzstv\u00ed a por\u00e1\u017eek.<\/li>\n<li><strong>Sportovn\u00ed d\u011bdictv\u00ed a odkaz jsou d\u016fle\u017eit\u00e9<\/strong> &#8211; Historie a tradice dlouholet\u00e9ho t\u00fdmu jsou jedine\u010dnou a cennou asociac\u00ed zna\u010dky. P\u0159etrv\u00e1vaj\u00ed po cel\u00e9 generace.<\/li>\n<li><strong>P\u0159\u00edm\u00e9 z\u00e1\u017eitky s fanou\u0161ky jsou smyslupln\u00e9<\/strong> &#8211; pohostinstv\u00ed, akce, prohl\u00eddky a mnoho dal\u0161\u00edho podn\u011bcuje zapojen\u00ed. Fanou\u0161ci miluj\u00ed z\u00e1\u017eitky, a\u0165 u\u017e jejich t\u00fdm ten den vyhraje, nebo prohraje.<\/li>\n<li><strong>Partnerstv\u00ed v oblasti inovac\u00ed p\u0159in\u00e1\u0161ej\u00ed ovoce<\/strong> &#8211; za\u0159\u00edzen\u00ed, technologie, analytika a dal\u0161\u00ed prvky p\u0159in\u00e1\u0161ej\u00ed hodnotu ze samotn\u00e9 spolupr\u00e1ce. V\u00fdsledky na h\u0159i\u0161ti nejsou t\u00edm hlavn\u00edm.<br \/>\nFilantropie a dopad na komunitu &#8211; Charitativn\u00ed \u010dinnost t\u00fdm\u016f, lig a sportovc\u016f m\u00e1 celoro\u010dn\u00ed v\u00fdznam. To poskytuje smysl odli\u0161n\u00fd od sout\u011b\u017en\u00edch v\u00fdsledk\u016f.<\/li>\n<\/ul>\n<p>Jde o to, \u017ee <strong>v\u00edt\u011bzstv\u00ed je<\/strong> sice <strong>p\u0159\u00ednosn\u00e9<\/strong>, ale v mnoha p\u0159\u00edpadech nen\u00ed jedin\u00fdm nebo dokonce nejd\u016fle\u017eit\u011bj\u0161\u00edm faktorem. Sportovn\u00ed partnerstv\u00ed by se m\u011bla v\u00edce zam\u011b\u0159it na sd\u00edlen\u00e9 hodnoty, budov\u00e1n\u00ed hodnot, z\u00e1\u017eitky a zviditeln\u011bn\u00ed, tedy na oblasti, kter\u00e9 p\u0159in\u00e1\u0161ej\u00ed v\u00fdhody bez ohledu na to, kdo je na prvn\u00edm m\u00edst\u011b.<\/p>\n<p>Kdy\u017e t\u00fdm nebo sportovec vyhraje, vznik\u00e1 samoz\u0159ejm\u011b dal\u0161\u00ed emocion\u00e1ln\u00ed pouto. Mo\u017enost sd\u00edlet tento okam\u017eik a oslavit v\u00fdsledek je pro v\u00e1s jako sponzora \u201et\u0159e\u0161ni\u010dkou na dortu\u201c, kter\u00e1 s v\u00edt\u011bzstv\u00edm p\u0159ich\u00e1z\u00ed. Nem\u016f\u017ee to v\u0161ak b\u00fdt hlavn\u00ed o\u010dek\u00e1v\u00e1n\u00ed.<\/p>\n<h2>Sponzoring chyt\u0159e, ne tvrd\u011b<\/h2>\n<p><strong>Chyt\u0159\u00ed sponzo\u0159i<\/strong> a sportovn\u00ed organizace vytv\u00e1\u0159ej\u00ed partnerstv\u00ed nikoli na z\u00e1klad\u011b v\u00fdher a proher, ale na z\u00e1klad\u011b z\u00e1\u017eitk\u016f, kter\u00e9 mohou zna\u010dk\u00e1m nab\u00eddnout, p\u0159\u00edstupu, zapojen\u00ed, pov\u011bdom\u00ed a prezentace hodnot. Tyto prvky zaji\u0161\u0165uj\u00ed solidn\u00ed n\u00e1vratnost, a\u0165 u\u017e t\u00fdm skon\u010d\u00ed prvn\u00ed nebo posledn\u00ed.<\/p>\n<p>Na v\u00edt\u011bzstv\u00ed nakonec zna\u010dky nemohou spol\u00e9hat. Zam\u011b\u0159en\u00edm se na mnoho dal\u0161\u00edch v\u00fdhod sportovn\u00edho sponzoringu v\u0161ak lze dos\u00e1hnout produktivn\u00edho partnerstv\u00ed i bez vzru\u0161en\u00ed z prvn\u00edho m\u00edsta. V\u00edt\u011bzstv\u00ed p\u0159ijdou a budou t\u0159e\u0161ni\u010dkou na dortu. Nejsou v\u0161ak samotn\u00fdm dortem, kter\u00fd poh\u00e1n\u00ed dlouhodob\u00e9 partnerstv\u00ed.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pokud jste p\u0159ipraveni investovat do sportovn\u00ed sponzoring jen proto, \u017ee chcete vyhr\u00e1t a zviditelnit svou zna\u010dku, d\u011bl\u00e1te velkou chybu. Zviditeln\u011bn\u00ed je jen jednou z mnoha v\u00fdhod, kter\u00e9 m\u016f\u017ee spole\u010dnost nebo zna\u010dka z\u00edskat ze spolupr\u00e1ce se sportovn\u00ed organizac\u00ed, ale zdaleka ne jedinou. Kdy\u017e hovo\u0159\u00edme o mo\u017enostech partnerstv\u00ed se z\u00e1kazn\u00edky nebo nov\u00fdmi z\u00e1jemci, v\u017edy se sna\u017e\u00edme zam\u011b\u0159it [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":196158,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20232,20233],"tags":[],"class_list":["post-242572","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formule-1-cs","category-formule1"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Ve sportovn\u00edm marketingu nen\u00ed v\u00edt\u011bzstv\u00ed hodnotou ani marketingov\u00fdm p\u0159\u00ednosem.<\/title>\n<meta name=\"description\" content=\"Pokud jste ochotni investovat do sportovn\u00edho 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