{"id":242586,"date":"2024-01-29T15:18:14","date_gmt":"2024-01-29T14:18:14","guid":{"rendered":"https:\/\/rtrsports.com\/f1-sponzorstvi-a-csr-pozitivni-vliv\/"},"modified":"2025-06-11T14:33:02","modified_gmt":"2025-06-11T12:33:02","slug":"f1-sponzorstvi-a-csr-pozitivni-vliv","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/f1-sponzorstvi-a-csr-pozitivni-vliv\/","title":{"rendered":"Sponzoring F1 a CSR: Pozitivn\u00ed dopad"},"content":{"rendered":"<p><a href=\"https:\/\/rtrsports.com\/en\/formula-1-sponsorship\/\"><strong>Formule 1<\/strong><\/a> je jedn\u00edm z nejpopul\u00e1rn\u011bj\u0161\u00edch a nejlukrativn\u011bj\u0161\u00edch sport\u016f na sv\u011bt\u011b, kter\u00fd m\u00e1 podle odhad\u016f 1,5 miliardy fanou\u0161k\u016f po cel\u00e9m sv\u011bt\u011b. <strong>Proto nab\u00edz\u00ed sponzor\u016fm obrovsk\u00fd marketingov\u00fd a brandingov\u00fd potenci\u00e1l<\/strong>. Formule 1 jako sport v\u0161ak \u010del\u00ed rostouc\u00ed kontrole, pokud jde o jej\u00ed <strong>dopad na \u017eivotn\u00ed prost\u0159ed\u00ed a postupy udr\u017eitelnosti<\/strong>. Tento tlak poci\u0165uj\u00ed i sponzo\u0159i, kte\u0159\u00ed mus\u00ed naj\u00edt rovnov\u00e1hu mezi dosahov\u00e1n\u00edm sv\u00fdch obchodn\u00edch c\u00edl\u016f a pozitivn\u00edm p\u0159\u00ednosem pro spole\u010dnost a \u017eivotn\u00ed prost\u0159ed\u00ed. V tomto blogu se budeme zab\u00fdvat t\u00edm, jak m\u016f\u017ee sponzorstv\u00ed Formule 1 vytv\u00e1\u0159et hodnotu pro zna\u010dky a z\u00e1rove\u0148 umo\u017enit sponzor\u016fm, aby prost\u0159ednictv\u00edm iniciativ spole\u010densk\u00e9 odpov\u011bdnosti firem (CSR) v\u00fdznamn\u011b ovlivnili jejich \u010dinnost.<\/p>\n<h2><strong>S\u00edla a potenci\u00e1l sponzoringu F1<\/strong><\/h2>\n<p><strong>Formule 1 poskytuje jedine\u010dn\u00fd glob\u00e1ln\u00ed dosah a mo\u017enosti zapojen\u00ed.<\/strong> B\u011bhem sv\u00e9 v\u00edce ne\u017e sedmdes\u00e1tilet\u00e9 historie se stal sou\u010d\u00e1st\u00ed kulturn\u00ed struktury zem\u00ed Evropy, Asie, Ameriky a Bl\u00edzk\u00e9ho v\u00fdchodu. Grands Prix jsou obrovsk\u00e9 mezin\u00e1rodn\u00ed ud\u00e1losti a po\u010det televizn\u00edch div\u00e1k\u016f a interakc\u00ed na soci\u00e1ln\u00edch s\u00edt\u00edch se po\u010d\u00edt\u00e1 na miliardy. Pr\u00e1v\u011b d\u00edky t\u00e9to presti\u017ei se Formule 1 t\u011b\u0161\u00ed tak obrovsk\u00fdm sponzorsk\u00fdm smlouv\u00e1m. <a href=\"https:\/\/rtrsports.com\/cs\/blog\/formula-1-sponsorship-calculator-zjistete-kolik-stoji-sponzoring-ve-hre-formula-1\/\"><strong>Spole\u010dnosti jako DHL, Rolex, Aramco, Heineken a Petronas plat\u00ed des\u00edtky milion\u016f ro\u010dn\u011b.<\/strong> <\/a>za partnerstv\u00ed s t\u00fdmy a cel\u00fdm sportem. Z recenz\u00ed vypl\u00fdv\u00e1, \u017ee sponzoring zvy\u0161uje pov\u011bdom\u00ed o zna\u010dce a jej\u00ed p\u0159\u00edze\u0148. Nap\u0159\u00edklad v\u00fdzkum spole\u010dnosti Nielsen zjistil, \u017ee pov\u011bdom\u00ed o zna\u010dce b\u00fdval\u00e9ho<strong> sponzora \u0161ampion\u00e1tu F1<\/strong>, <strong>spole\u010dnosti Emirates, vzrostlo z 35 % na 77 %<\/strong> po pouh\u00fdch dvou letech sponzorov\u00e1n\u00ed okruhu F1.<\/p>\n<p>Tato partnerstv\u00ed tak\u00e9 poskytuj\u00ed rozs\u00e1hl\u00e9 mo\u017enosti <strong>pohostinnosti,<\/strong> zapojen\u00ed zam\u011bstnanc\u016f a navazov\u00e1n\u00ed kontakt\u016f. Lesk a vzru\u0161en\u00ed pohostinnosti F1 umo\u017e\u0148uje sponzor\u016fm budovat vztahy se z\u00fa\u010dastn\u011bn\u00fdmi stranami. Zna\u010dky mohou tak\u00e9 vyu\u017e\u00edt in\u017een\u00fdrskou dokonalost a \u0161pi\u010dkov\u00e9 technologie F1 ke zd\u016frazn\u011bn\u00ed vlastn\u00edch inovac\u00ed a v\u00fdkonnosti. S p\u0159\u00edchodem \u00e9ry rozpo\u010dtov\u00e9ho stropu F1 v roce 2021 nab\u00fdvaj\u00ed sponzo\u0159i je\u0161t\u011b v\u011bt\u0161\u00edho v\u00fdznamu, aby t\u00fdm\u016fm vynahradili v\u00fdpadky ve financov\u00e1n\u00ed. <strong>Z t\u011bchto d\u016fvod\u016f odborn\u00edci p\u0159edpov\u00eddaj\u00ed, \u017ee celosv\u011btov\u00e9 p\u0159\u00edjmy ze sponzoringu F1 by mohly v roce 2023 p\u0159es\u00e1hnout 2 miliardy dolar\u016f.<\/strong><\/p>\n<h2><strong>Udr\u017eitelnost se st\u00e1v\u00e1 kl\u00ed\u010dovou pro F1 a sponzory<\/strong><\/h2>\n<p><strong>Formule 1<\/strong> v\u0161ak <strong>\u010del\u00ed rostouc\u00ed kritice za sv\u016fj dopad na \u017eivotn\u00ed prost\u0159ed\u00ed<\/strong>. V roce 2019 bylo p\u0159i z\u00e1vodech a testov\u00e1n\u00ed F1 ujeto v\u00edce ne\u017e 115 000 leteck\u00fdch kilometr\u016f. Logistika, z\u00e1zem\u00ed a z\u00e1vody jsou spojeny s obrovskou spot\u0159ebou energie a emisemi uhl\u00edku. Spot\u0159ebitelsk\u00e9 studie ukazuj\u00ed, \u017ee udr\u017eitelnost je st\u00e1le d\u016fle\u017eit\u011bj\u0161\u00ed i pro fanou\u0161ky. Spole\u010dnost YouGov zjistila, \u017ee 71 % div\u00e1k\u016f F1 z \u0159ad mileni\u00e1l\u016f si p\u0159eje, aby se sport v\u00edce zam\u011b\u0159il na ekologick\u00e9 postupy.<\/p>\n<p>V reakci na to zavedla F1 v roce 2019 strategii udr\u017eitelnosti, jej\u00edm\u017e <strong>c\u00edlem je dos\u00e1hnout do roku 2030 nulov\u00e9ho uhl\u00edkov\u00e9ho statusu<\/strong>. Iniciativy zahrnuj\u00ed efektivn\u00ed logistiku, sn\u00ed\u017een\u00ed pou\u017e\u00edv\u00e1n\u00ed plast\u016f, odpov\u011bdn\u00e9 z\u00e1sobov\u00e1n\u00ed a zkoum\u00e1n\u00ed syntetick\u00fdch paliv. Organiz\u00e1to\u0159i z\u00e1vod\u016f tak\u00e9 podnikaj\u00ed kroky, jako je nab\u00eddka pob\u00eddek pro ve\u0159ejnou dopravu s c\u00edlem sn\u00ed\u017eit emise div\u00e1k\u016f. Toto \u00fasil\u00ed se stup\u0148uje a F1 si stanovila ambici\u00f3zn\u00ed pr\u016fb\u011b\u017en\u00e9 c\u00edle pro rok 2025 v oblasti vyu\u017e\u00edv\u00e1n\u00ed energie v za\u0159\u00edzen\u00edch, odpad\u016f a udr\u017eiteln\u00fdch materi\u00e1l\u016f.<\/p>\n<p>Pro sponzory to zvy\u0161uje pot\u0159ebu odpov\u011bdn\u00fdch partnerstv\u00ed, kter\u00e1 vytv\u00e1\u0159ej\u00ed spole\u010denskou hodnotu, nejen obchodn\u00ed v\u00fdnosy. <strong>Vzhledem k tomu, \u017ee ned\u00e1vno podepsaly smlouvy zna\u010dky jako Qatar Airways, Salesforce a Aramco, je z\u0159ejm\u00e9, \u017ee o sponzorstv\u00ed F1 je st\u00e1le velk\u00fd komer\u010dn\u00ed z\u00e1jem<\/strong>. Fanou\u0161ci v\u0161ak sleduj\u00ed p\u0159\u00edsp\u011bvky sponzor\u016f a budou odm\u011b\u0148ovat zna\u010dky, kter\u00e9 jsou v souladu se snahou F1 o udr\u017eitelnost. <strong> Podle pr\u016fzkumu spole\u010dnosti Nielsen 60 % fanou\u0161k\u016f souhlas\u00ed s t\u00edm, \u017ee by sponzo\u0159i m\u011bli pom\u00e1hat t\u00fdm\u016fm, aby byly \u0161etrn\u011bj\u0161\u00ed k \u017eivotn\u00edmu prost\u0159ed\u00ed.<\/strong><\/p>\n<h2><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-129116\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/\" alt=\"Kalend\u00e1\u0159 formule 1 na rok 2024\" width=\"600\" height=\"374\" \/><\/strong><\/h2>\n<h2><strong>P\u0159\u00edklady osv\u011bd\u010den\u00fdch postup\u016f pro sponzory F1<\/strong><\/h2>\n<p>Mnoho sponzor\u016f F1 se hl\u00e1s\u00ed k iniciativ\u00e1m v oblasti spole\u010densk\u00e9 odpov\u011bdnosti firem, aby uk\u00e1zali sv\u016fj \u00fa\u010del a hodnoty. Zde je n\u011bkolik aktu\u00e1ln\u00edch p\u0159\u00edklad\u016f zna\u010dek, kter\u00e9 vyu\u017e\u00edvaj\u00ed sv\u00e1 partnerstv\u00ed pro soci\u00e1ln\u00ed dopad:<\/p>\n<p><strong>Heineken (glob\u00e1ln\u00ed partner F1 od roku 2016)<\/strong><\/p>\n<ul>\n<li>Kampa\u0148 \u201eKdy\u017e \u0159\u00edd\u00ed\u0161, nikdy nepij\u201c, kter\u00e1 se zam\u011b\u0159uje na zodpov\u011bdn\u00e9 pit\u00ed alkoholu, se vys\u00edlala na z\u00e1vodech a prost\u0159ednictv\u00edm soci\u00e1ln\u00edch m\u00e9di\u00ed.<\/li>\n<li><a href=\"https:\/\/www.theheinekencompany.com\/sites\/theheinekencompany\/files\/Investors\/financial-information\/results-reports-presentations\/Heineken-NV-Annual-Report-2022-23_02_2023.pdf\">Poskytov\u00e1n\u00ed mo\u017enost\u00ed s nulov\u00fdm obsahem alkoholu na z\u00e1vodech, aby se podpo\u0159ila bezpe\u010dn\u011bj\u0161\u00ed volba spot\u0159ebitel\u016f<\/a>.<\/li>\n<\/ul>\n<p><strong>Aramco (partner t\u00fdmu F1 Aston Martin)<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/www.astonmartinf1.com\/en-GB\/news\/feature\/amf1-and-aml-celebrate-international-womens-day-2023\">Hlavn\u00ed podporovatel iniciativy F1 Girls on Track, kter\u00e1 poskytuje kari\u00e9rn\u00ed p\u0159\u00edle\u017eitosti mlad\u00fdm \u0159idi\u010dk\u00e1m.<\/a><\/li>\n<li><a href=\"https:\/\/www.aramco.com\/en\/news-media\/news\/2021\/aramco-brings-global-f1-in-schools-competition-to-saudi-arabia\"> Podpora vzd\u011bl\u00e1v\u00e1n\u00ed ml\u00e1de\u017ee v oblasti STEM, v\u010detn\u011b spu\u0161t\u011bn\u00ed \u0161koln\u00edho programu zam\u011b\u0159en\u00e9ho na matematiku a p\u0159\u00edrodn\u00ed v\u011bdy s t\u00e9matikou F1.<\/a><\/li>\n<li>Zam\u011b\u0159en\u00ed na ochranu biologick\u00e9 rozmanitosti, v\u010detn\u011b iniciativ na v\u00fdsadbu mangrov\u016f.<\/li>\n<\/ul>\n<p><strong>AWS (partner F1 Insights)<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/www.blackbookmotorsport.com\/features\/f1-aws-amazon-sustainability-cloud-ai-machine-learning-rob-smedley\">V\u00fdvoj schopnost\u00ed strojov\u00e9ho u\u010den\u00ed a anal\u00fdzy dat na podporu program\u016f udr\u017eitelnosti F1.<\/a><\/li>\n<li>Poskytov\u00e1n\u00ed cloudov\u00e9 v\u00fdpo\u010detn\u00ed infrastruktury, kter\u00e1 umo\u017e\u0148uje vzd\u00e1len\u00fd provoz a sni\u017euje z\u00e1t\u011b\u017e F1.<\/li>\n<li>\u0161kolen\u00ed dovednost\u00ed pro nedostate\u010dn\u011b zastoupen\u00e9 skupiny s c\u00edlem zv\u00fd\u0161it rozmanitost v technologick\u00fdch oborech.<\/li>\n<\/ul>\n<h2><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-143832\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/f1-csr.jpeg\" alt=\"f1-csr\" width=\"600\" height=\"349\" \/>5 kl\u00ed\u010dov\u00fdch tip\u016f pro efektivn\u00ed sponzoring F1<\/strong><\/h2>\n<p>Zna\u010dk\u00e1m, kter\u00e9 zkoumaj\u00ed sponzoring F1, p\u0159in\u00e1\u0161\u00edme 5 tip\u016f, jak vytvo\u0159it maxim\u00e1ln\u00ed hodnotu a pozitivn\u00ed dopad:<\/p>\n<ol>\n<li>Soulad s hlavn\u00ed strategi\u00ed udr\u017eitelnosti t\u00fdmu nebo sportu. Spole\u010dn\u011b vypracujte m\u011b\u0159iteln\u00e9 c\u00edle t\u00fdkaj\u00edc\u00ed se emis\u00ed, materi\u00e1l\u016f, rozmanitosti atd.<\/li>\n<li>Aktivujte partnerstv\u00ed prost\u0159ednictv\u00edm kampan\u00ed, kter\u00e9 podporuj\u00ed udr\u017eitelnost, bezpe\u010dnost, inkluzivitu nebo jin\u00e9 priority CSR. Zapojte spot\u0159ebitele do aktivit.<\/li>\n<li>Umo\u017en\u011bte jedine\u010dn\u00fd p\u0159\u00edstup a z\u00e1\u017eitky skupin\u00e1m, kter\u00e9 nemaj\u00ed dostate\u010dn\u00e9 z\u00e1zem\u00ed, prost\u0159ednictv\u00edm dar\u016f na vstupenky, n\u00e1v\u0161t\u011bv paddocku a technick\u00fdch workshop\u016f.<\/li>\n<li>Vyu\u017eijte roli sponzora k intern\u00edmu pos\u00edlen\u00ed udr\u017eitelnosti prost\u0159ednictv\u00edm pob\u00eddek, dobrovolnictv\u00ed nebo ekologick\u00fdch z\u00e1vazk\u016f.<\/li>\n<li>Sledov\u00e1n\u00ed a vykazov\u00e1n\u00ed dopad\u016f partnerstv\u00ed prost\u0159ednictv\u00edm kl\u00ed\u010dov\u00fdch ukazatel\u016f v\u00fdkonnosti, jako jsou ovlivn\u011bn\u00e9 \u017eivoty, m\u00edra \u00fa\u010dasti a kompenzace uhl\u00edkov\u00fdch emis\u00ed.<\/li>\n<\/ol>\n<h2><strong>Budoucnost spole\u010densk\u00e9 odpov\u011bdnosti v F1<\/strong><\/h2>\n<p>Formule 1 je na za\u010d\u00e1tku cesty k nov\u00e9 definici sebe sama jako sportu, kter\u00fd p\u0159edv\u00e1d\u00ed vzru\u0161uj\u00edc\u00ed z\u00e1vody a z\u00e1rove\u0148 podporuje ekologick\u00fd a soci\u00e1ln\u00ed pokrok.<br \/>\nTlak se bude nad\u00e1le zvy\u0161ovat prost\u0159ednictv\u00edm regulace, opat\u0159en\u00ed spot\u0159ebitel\u016f a m\u011bn\u00edc\u00edch se spole\u010densk\u00fdch o\u010dek\u00e1v\u00e1n\u00ed. Sponzo\u0159i, kte\u0159\u00ed tento v\u00fdvoj p\u0159ijmou prost\u0159ednictv\u00edm partnerstv\u00ed zalo\u017een\u00fdch na hodnot\u00e1ch, z\u00edskaj\u00ed odm\u011bnu v podob\u011b dobr\u00e9 pov\u011bsti zna\u010dky a n\u00e1lady fanou\u0161k\u016f.<br \/>\nTi, kte\u0159\u00ed jej budou ignorovat, se setkaj\u00ed s odezvou, jako kdy\u017e Greenpeace v roce 2022 protestovalo proti sponzoringu spole\u010dnosti Shell pro Ferrari. D\u00edky kreativit\u011b, inovac\u00edm a odhodl\u00e1n\u00ed v\u0161ak sponzo\u0159i maj\u00ed p\u0159\u00edle\u017eitost vyu\u017e\u00edt F1 jako platformu pro skute\u010dn\u00e9 klimatick\u00e9 akce a soci\u00e1ln\u00ed dopad.<br \/>\nVzhledem k tomu, \u017ee snaha o udr\u017eitelnost p\u0159etv\u00e1\u0159\u00ed sportovn\u00ed, zna\u010dkov\u00e9 i spot\u0159ebitelsk\u00e9 prost\u0159ed\u00ed, m\u016f\u017ee odpov\u011bdn\u00e9 sponzorstv\u00ed v F1 slou\u017eit jako siln\u00fd p\u0159\u00edklad pro ostatn\u00ed odv\u011btv\u00ed.<\/p>\n<p><strong>Je spojen\u00ed F1 a CSR skute\u010dn\u00e9, nebo jde o dal\u0161\u00ed marketingov\u00fd tah?<\/strong> Probl\u00e9m spo\u010d\u00edv\u00e1 v nalezen\u00ed rovnov\u00e1hy mezi skute\u010dn\u00fdm dopadem a p\u016fvabem zelen\u00e9ho PR. Cynici tvrd\u00ed, \u017ee tyto snahy jsou pouh\u00fdm greenwashingem &#8211; fas\u00e1dou. P\u0159esto\u017ee v\u0161ak kritika existuje, posun sm\u011brem k odpov\u011bdnosti je z\u0159eteln\u00fd.<\/p>\n<p>Stoj\u00edme na prahu \u00e9ry, kdy <strong>se z\u00e1vod\u011bn\u00ed a zodpov\u011bdnost snoub\u00ed<\/strong>. S rozvojem technologi\u00ed a zm\u011bnou spole\u010densk\u00fdch o\u010dek\u00e1v\u00e1n\u00ed <strong>se pouto mezi F1 a CSR bude jen prohlubovat <\/strong>. Symbi\u00f3za F1 a CSR je nejen chv\u00e1lyhodn\u00e1, ale i nezbytn\u00e1. A\u017e se budeme p\u0159ipravovat na z\u00e1vody v budoucnosti, skute\u010dn\u00e9 v\u00edt\u011bzstv\u00ed nespo\u010d\u00edv\u00e1 jen v tom, \u017ee projedete c\u00edlovou \u010d\u00e1rou, ale v tom, \u017ee se stanete hybnou silou smyslupln\u00e9 zm\u011bny.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Formule 1 je jedn\u00edm z nejpopul\u00e1rn\u011bj\u0161\u00edch a nejlukrativn\u011bj\u0161\u00edch sport\u016f na sv\u011bt\u011b, kter\u00fd m\u00e1 podle odhad\u016f 1,5 miliardy fanou\u0161k\u016f po cel\u00e9m sv\u011bt\u011b. Proto nab\u00edz\u00ed sponzor\u016fm obrovsk\u00fd marketingov\u00fd a brandingov\u00fd potenci\u00e1l. Formule 1 jako sport v\u0161ak \u010del\u00ed rostouc\u00ed kontrole, pokud jde o jej\u00ed dopad na \u017eivotn\u00ed prost\u0159ed\u00ed a postupy udr\u017eitelnosti. Tento tlak poci\u0165uj\u00ed i sponzo\u0159i, kte\u0159\u00ed mus\u00ed [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":195985,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20232,20233],"tags":[],"class_list":["post-242586","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 v28.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Sponzoring F1 a CSR: Pozitivn\u00ed dopad<\/title>\n<meta name=\"description\" content=\"Formule 1 jako sport \u010del\u00ed rostouc\u00ed kontrole, pokud jde o jej\u00ed dopad na \u017eivotn\u00ed prost\u0159ed\u00ed a udr\u017eitelnost.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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