{"id":242588,"date":"2024-01-29T15:18:15","date_gmt":"2024-01-29T14:18:15","guid":{"rendered":"https:\/\/rtrsports.com\/zeny-a-formule-1-proc-se-do-nej-vraceji-zamilovane\/"},"modified":"2025-06-10T17:56:25","modified_gmt":"2025-06-10T15:56:25","slug":"zeny-a-formule-1-proc-se-do-nej-vraceji-zamilovane","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/zeny-a-formule-1-proc-se-do-nej-vraceji-zamilovane\/","title":{"rendered":"\u017deny a Formule 1: pro\u010d se do n\u00ed znovu zamilov\u00e1vaj\u00ed?"},"content":{"rendered":"

Aston Martin<\/strong> se ned\u00e1vno zapsal do historie, kdy\u017e 21. z\u00e1\u0159\u00ed povolil Jessice Hawkins<\/strong> testovat na Hungaroringu. Osmadvacetilet\u00e1 Britka odjela 26 kol na ma\u010farsk\u00e9m<\/strong> okruhu v z\u00e1vodn\u00edm voze AMR21, kter\u00fd t\u00fdm p\u0159edstav\u00ed v roce 2021. JH je prvn\u00ed testovac\u00ed jezdkyn\u00ed Formule 1 po v\u00edce ne\u017e p\u011bti letech.<\/strong><\/p>\n

A\u010dkoli tato ud\u00e1lost p\u0159edstavuje miln\u00edk pro \u017eeny v motoristick\u00e9m sportu, formule 1 toho v posledn\u00edch letech dok\u00e1zala mnohem v\u00edce a ud\u011blala velk\u00fd pokrok v p\u011bstov\u00e1n\u00ed nov\u00e9 v\u00e1\u0161niv\u00e9 fanou\u0161kovsk\u00e9 z\u00e1kladny<\/strong>: mlad\u00fdch p\u0159\u00edznivky\u0148. Po letech mal\u00fdch, ale v\u00fdznamn\u00fdch zm\u011bn se do nejrychlej\u0161\u00edho sportu na sv\u011bt\u011b op\u011bt zamilovaly dosp\u00edvaj\u00edc\u00ed d\u00edvky a \u017eeny. Tento posun sm\u011brem k rozmanit\u011bj\u0161\u00edmu \u017eensk\u00e9mu publiku by mohl b\u00fdt jedn\u00edm z nejd\u016fle\u017eit\u011bj\u0161\u00edch marketingov\u00fdch \u00fasp\u011bch\u016f Formule 1 v posledn\u00ed dob\u011b.<\/p>\n

\"jessica-hawkins\"<\/strong><\/h2>\n

Sc\u00e9n\u00e1\u0159 F1 <\/strong><\/h2>\n

Po desetilet\u00ed byla formule 1 pova\u017eov\u00e1na za p\u0159ev\u00e1\u017en\u011b mu\u017esk\u00fd sport. Historicky byli fanou\u0161ci z\u00e1vod\u016f i samotn\u00fd paddock ob\u00fdv\u00e1ny p\u0159ev\u00e1\u017en\u011b mu\u017ei. V posledn\u00edch letech se v\u0161ak veden\u00ed F1 soust\u0159ed\u011bn\u011b sna\u017e\u00ed tento status quo naru\u0161it. P\u0159ij\u00edm\u00e1n\u00ed v\u011bt\u0161\u00edho po\u010dtu \u017een do t\u00fdm\u016f<\/strong>, vytvo\u0159en\u00ed Akademie F1 v roce 2023<\/strong>, \u017eensk\u00e9 ligy, jej\u00edm\u017e c\u00edlem je p\u0159ipravit mlad\u00e9 jezdce na vy\u0161\u0161\u00ed \u00farove\u0148 sout\u011b\u017e\u00ed, pod veden\u00edm Susie Wolffov\u00e9<\/strong>, a postoj k ot\u00e1zk\u00e1m rozmanitosti signalizuj\u00ed z\u00e1vazek p\u0159ijmout \u017eeny. Nejviditeln\u011bj\u0161\u00edm dopadem v\u0161ak bylo zapojen\u00ed nov\u00e9 generace fanou\u0161k\u016f a fanynek.<\/p>\n

Podle \u00fadaj\u016f z pr\u016fzkumu Global F1 Fan Survey<\/strong> vzrostl pod\u00edl nov\u00fdch fanou\u0161k\u016f \u017eensk\u00e9ho pohlav\u00ed z 10 % v roce 2017 na 45 % v roce 2021. Velk\u00e1 \u010d\u00e1st tohoto n\u00e1r\u016fstu poch\u00e1z\u00ed z demografick\u00e9 skupiny teenager\u016f, p\u0159i\u010dem\u017e do roku 2020 se o\u010dek\u00e1v\u00e1 60% n\u00e1r\u016fst \u017eensk\u00e9ho publika ve v\u011bku 16 a\u017e 24 let. Tento n\u00e1r\u016fst se odr\u00e1\u017e\u00ed i v rozruch na soci\u00e1ln\u00edch s\u00edt\u00edch, prodeji merchandise a po\u010dtu n\u00e1v\u0161t\u011bvn\u00edk\u016f na \u017eiv\u00fdch akc\u00edch. Z\u00e1vody Formule 1 se z p\u0159ev\u00e1\u017en\u011b mu\u017esk\u00e9ho publika staly \u017eiv\u00fdm a nad\u0161en\u00fdm kontingentem mlad\u00fdch \u017een, kter\u00e9 zapl\u0148uj\u00ed tribuny.<\/p>\n

Jak F1 dos\u00e1hla t\u00e9to v\u00fdznamn\u00e9 zm\u011bny? Byla to dokonal\u00e1 bou\u0159e faktor\u016f, ale kl\u00ed\u010dem byl dokument\u00e1rn\u00ed seri\u00e1l Drive to Survive<\/strong>. Po\u0159ad ze z\u00e1kulis\u00ed spole\u010dnosti Netflix<\/strong>, kter\u00fd se poprv\u00e9 vys\u00edlal v roce 2019, nab\u00eddl fanou\u0161k\u016fm pohled do z\u00e1kulis\u00ed jezdc\u016f a t\u00fdm\u016f. O podobn\u00e9 projekty se pokou\u0161ely u\u017e jin\u00e9 sporty, ale filmov\u00fd styl Drive to Survive a zam\u011b\u0159en\u00ed na mezilidsk\u00e1 dramata zaujaly. D\u00edky n\u011bmu se F1 stala p\u0159ita\u017elivou i pro ty, kte\u0159\u00ed se o ni d\u0159\u00edve nezaj\u00edmali.<\/p>\n

Tento vzorec m\u011bl velk\u00fd ohlas zejm\u00e9na u \u017eensk\u00e9ho publika. Seri\u00e1l p\u0159edstavoval hrdiny, kter\u00fdm bylo mo\u017en\u00e9 fandit, a z\u00e1pletky, do kter\u00fdch bylo mo\u017en\u00e9 investovat. Drive to Survive prom\u011bnil z\u00e1vodn\u00edky F1 ze vzd\u00e1len\u00fdch superhv\u011bzd v postavy, kter\u00e9 si lze p\u0159edstavit. D\u00edky dosahu Netflixu se seri\u00e1l dostal k demografick\u00fdm skupin\u00e1m, jako jsou mlad\u00e9 \u017eeny, kter\u00e9 by si motoristick\u00fd sport norm\u00e1ln\u011b nenaladily. Jejich emocion\u00e1ln\u00ed vztah k postav\u00e1m seri\u00e1lu z nich ud\u011blal nov\u00e9 v\u00e1\u0161niv\u00e9 fanou\u0161ky.<\/p>\n

Drive to Survive v\u0161ak byla jen jednou ze sou\u010d\u00e1st\u00ed \u0161ir\u0161\u00ed zm\u011bny. Akvizice skupiny<\/strong> F1 spole\u010dnost\u00ed Liberty Media<\/strong> v roce 2017 p\u0159inesla z\u00e1sadn\u00ed zm\u011bny ve filozofii a marketingu. Pod p\u0159edchoz\u00edm veden\u00edm z\u016fst\u00e1vala Formule 1 tvrdo\u0161\u00edjn\u011b sv\u00e1z\u00e1na se sv\u00fdmi ko\u0159eny a ztr\u00e1cela pozice ve srovn\u00e1n\u00ed s jin\u00fdmi sporty. Nov\u00e9 veden\u00ed si uv\u011bdomilo, \u017ee je t\u0159eba diverzifikovat, modernizovat a myslet digit\u00e1ln\u011b. P\u0159ijalo propojen\u00ed s celebritami a popkulturou a nav\u00e1zalo partnerstv\u00ed se zna\u010dkami jako Puma a PlayStation. Liberty Media vyvinula videohry, spustila streamov\u00e1n\u00ed F1 TV Pro a roz\u0161\u00ed\u0159ila iniciativy v oblasti soci\u00e1ln\u00edch m\u00e9di\u00ed.<\/p>\n

Aktualizace zastaral\u00e9 image zna\u010dky F1 se stala op\u011bt atraktivn\u00ed, zejm\u00e9na pro mlad\u0161\u00ed div\u00e1ky, kte\u0159\u00ed jsou zvykl\u00ed na digit\u00e1ln\u00ed zapojen\u00ed. P\u0159\u00edtomnost na platform\u00e1ch, jako je TikTok, kter\u00e9 d\u0159\u00edve chyb\u011bly, umo\u017enila vir\u00e1ln\u00ed obsah vytv\u00e1\u0159en\u00fd u\u017eivateli. Hashtagy jako #F1Rewind vyu\u017eily nostalgie a z\u00e1rove\u0148 uk\u00e1zaly rozmanitost. A co je z\u00e1sadn\u00ed, F1 se p\u0159estala vyh\u00fdbat sv\u00e9 pov\u011bsti, v n\u00ed\u017e dominuj\u00ed mu\u017ei. Kampan\u011b jako #WeRaceAsOne<\/strong> se p\u0159\u00edmo zab\u00fdvaly pot\u0159ebou inkluze, stejn\u011b jako nyn\u00ed ukon\u010den\u00e9 partnerstv\u00ed W Series. Skute\u010dn\u00fd z\u00e1vazek k rovnosti, a nikoliv jen slovn\u00ed projev, na\u0161el u fanou\u0161k\u016f a fanynek odezvu.<\/p>\n

V\u00fdsledky mluv\u00ed samy za sebe.70 % sleduj\u00edc\u00edch F1 na Instagramu je mlad\u0161\u00edch 35 let<\/strong>. O z\u00e1vodn\u00edch v\u00edkendech se na soci\u00e1ln\u00edch s\u00edt\u00edch objevuje 40 milion\u016f interakc\u00ed, z nich\u017e mnoh\u00e9 jsou zp\u016fsobeny pr\u00e1v\u011b touto kohortou mlad\u00fdch \u017een. Jejich kupn\u00ed s\u00edla je tak\u00e9 obrovsk\u00e1: produkty jako \u010depice Lando Norris zaznamenaly stratosf\u00e9rick\u00e9 prodeje. Tato nov\u00e1 v\u00e1\u0161niv\u00e1 fanou\u0161kovsk\u00e1 z\u00e1kladna m\u00e1 skute\u010dn\u00fd vliv na sponzory. Zna\u010dky se cht\u011bj\u00ed zapojit do akce, co\u017e dokazuj\u00ed smlouvy s Channel 4, Crypto.com a ESPN.<\/p>\n

\"wseries\"<\/strong><\/h2>\n

Geni\u00e1ln\u00ed marketingov\u00fd tah, jak vyu\u017e\u00edt zlat\u00fd d\u016fl<\/strong><\/h2>\n

Kdy\u017e tak p\u016fsobiv\u00fd a historick\u00fd sport, jak\u00fdm je Formule 1, proch\u00e1z\u00ed takovou prom\u011bnou, nejde jen o zm\u011bnu vn\u00edm\u00e1n\u00ed, ale tak\u00e9 o to, aby se vyu\u017eilo d\u0159\u00edve nevyu\u017eit\u00e9ho segmentu trhu<\/a><\/strong>. Z marketingov\u00e9ho hlediska jde mo\u017en\u00e1 o nejgeni\u00e1ln\u011bj\u0161\u00ed tah Formule 1 v posledn\u00ed dob\u011b.<\/strong><\/p>\n

Formule 1 tak\u00e9 pos\u00edlila \u017eensk\u00e9 hlasy<\/strong>, a to jak na \u00farovni vys\u00edl\u00e1n\u00ed s moder\u00e1torkami, jako je Naomi Schiffov\u00e1<\/strong>, tak na h\u0159i\u0161ti s report\u00e9rkami Natali\u00ed Pinkhamovou<\/strong> a Rachel Brookesovou<\/strong> a blogerkami z \u0159ad fanou\u0161k\u016f. Krom\u011b t\u011bchto pozic inspiruj\u00ed dal\u0161\u00ed \u017eeny ke kari\u00e9\u0159e v paddocku tak\u00e9 vedouc\u00ed pozice v t\u00fdmech, jako je nap\u0159\u00edklad Hannah Schmitzov\u00e1<\/strong>, kter\u00e1 je posledn\u00edch deset let hlavn\u00ed z\u00e1vodn\u00ed strat\u00e9gkou Red Bullu, nebo \u0160pan\u011blka Margarita Torres D\u00edezov\u00e1<\/strong>, tra\u0165ov\u00e1 in\u017een\u00fdrka pohonn\u00e9 jednotky Mercedesu.<\/p>\n

A vzory na trati, jako je Jamie Chadwick<\/strong>, kter\u00fd pot\u00e9, co t\u0159ikr\u00e1t vyhr\u00e1l s\u00e9rii W v letech 2019, 2021 a 2022, podepsal smlouvu se spole\u010dnost\u00ed Andretti Autosport a v roce 2023 bude z\u00e1vodit v \u0161ampion\u00e1tu INDY NXT, co\u017e dokazuje, \u017ee z\u00e1vod\u011bn\u00ed nen\u00ed jen mu\u017esk\u00e1 hra.<\/p>\n

Michael Andretti<\/strong>, gener\u00e1ln\u00ed \u0159editel a prezident spole\u010dnosti Andretti Autosport, \u0159ekl: „Andretti Autosport je hrd\u00fd na to, \u017ee m\u016f\u017ee Jamieho spole\u010dn\u011b s DHL podporovat v sez\u00f3n\u011b 2023 INDY NXT. Jamieho \u00fasp\u011b\u0161n\u00e1 kari\u00e9ra mluv\u00ed sama za sebe, ale s\u00e9rie INDY NXT mu nab\u00edz\u00ed p\u0159\u00edle\u017eitost pokra\u010dovat v rozvoji v nov\u00e9m typu z\u00e1vod\u016f. Spole\u010dnost DHL je dlouholet\u00fdm partnerem t\u00fdmu a jsme r\u00e1di, \u017ee ji m\u016f\u017eeme p\u0159iv\u00edtat v s\u00e9rii INDY NXT a p\u0159iv\u00edtat Jamieho v t\u00fdmu. V pr\u016fb\u011bhu let jsme vychovali p\u011bt \u0161ampion\u016f INDY NXT a t\u011b\u0161\u00edme se, \u017ee budeme pokra\u010dovat v na\u0161\u00ed roli p\u0159i rozvoji nov\u00fdch talent\u016f.<\/p>\n

V\u00fdhody jsou samoz\u0159ejm\u011b oboustrann\u00e9. Sezn\u00e1men\u00ed se sv\u011btem \u0161pi\u010dkov\u00fdch technologi\u00ed F1 podn\u011bcuje z\u00e1jem o obory STEM. Pom\u00e1h\u00e1 tak\u00e9 smazat p\u0159etrv\u00e1vaj\u00edc\u00ed sexismus, \u017ee automobily a z\u00e1vody jsou dom\u00e9nou mu\u017e\u016f – mlad\u00e9 fanynky si tento prostor vydob\u00fdvaj\u00ed zp\u011bt. V kone\u010dn\u00e9m d\u016fsledku sport vyhr\u00e1v\u00e1 d\u00edky vy\u0161\u0161\u00edm p\u0159\u00edjm\u016fm, partnerstv\u00edm se zna\u010dkami, talent\u016fm a podpo\u0159e fanou\u0161k\u016f.<\/p>\n

Jsou v\u0161ak tyto \u00fasp\u011bchy dostate\u010dn\u00e9 k tomu, aby se jednalo o nejv\u011bt\u0161\u00ed \u00fasp\u011bch Formule 1<\/strong>? Konkurence elektrick\u00fdch z\u00e1vod\u016f ohro\u017euje jej\u00ed budoucnost. N\u011bkte\u0159\u00ed tvrd\u00ed, \u017ee F1<\/a> by m\u011bla j\u00edt ve sv\u00e9m \u00fasil\u00ed o udr\u017eitelnost a bezpe\u010dnost je\u0161t\u011b d\u00e1l. Jin\u00ed volaj\u00ed po v\u011bt\u0161\u00ed podpo\u0159e program\u016f diverzity jezdc\u016f nebo rezervn\u00edch s\u00e9ri\u00ed.<\/p>\n

\u017densk\u00fd fandom v\u0161ak p\u0159edstavuje obrovsk\u00fd nevyu\u017eit\u00fd potenci\u00e1l. Nov\u00e9 publikum podporuje sporty, kter\u00e9 z\u016fst\u00e1vaj\u00ed relevantn\u00ed, zat\u00edmco tradi\u010dn\u00ed publikum zanik\u00e1. Formule 1 na\u0161la zp\u016fsob, jak za\u017eehnout v\u00e1\u0161e\u0148 pro in\u017een\u00fdrskou dokonalost v d\u0159\u00edve opom\u00edjen\u00e9 demografick\u00e9 skupin\u011b. Pokud bude pokra\u010dovat v p\u011bstov\u00e1n\u00ed inkluze, budou komer\u010dn\u00ed p\u0159\u00ednosy obrovsk\u00e9.<\/strong><\/a>. Stejn\u011b d\u016fle\u017eit\u00e9 v\u0161ak je, aby roz\u0161\u00ed\u0159en\u00e1 z\u00e1kladna mlad\u00fdch fanou\u0161k\u016f a fanynek zajistila, \u017ee Formule 1 z\u016fstane milov\u00e1na nejen nyn\u00ed, ale i pro dal\u0161\u00ed generace. Pro tradi\u010dn\u00ed sport je to bezprecedentn\u00ed \u00fasp\u011bch.<\/p>\n

Cesta vp\u0159ed: Jasn\u00fd obzor<\/strong><\/h2>\n

Cesta teprve za\u010d\u00edn\u00e1. Pokud bude sport i nad\u00e1le p\u0159ij\u00edmat v\u00edce \u017een, a to jak na trati, tak mimo ni, slibuje, \u017ee se stane bohat\u0161\u00edm, rozmanit\u011bj\u0161\u00edm a bezpochyby vzru\u0161uj\u00edc\u00edm<\/strong>. obzor vypad\u00e1 pro formuli 1 nejen slibn\u011b, ale tak\u00e9 vzru\u0161uj\u00edc\u00edm.<\/p>\n","protected":false},"excerpt":{"rendered":"

Aston Martin se ned\u00e1vno zapsal do historie, kdy\u017e 21. z\u00e1\u0159\u00ed povolil Jessice Hawkins testovat na Hungaroringu. Osmadvacetilet\u00e1 Britka odjela 26 kol na ma\u010farsk\u00e9m okruhu v z\u00e1vodn\u00edm voze AMR21, kter\u00fd t\u00fdm p\u0159edstav\u00ed v roce 2021. JH je prvn\u00ed testovac\u00ed jezdkyn\u00ed Formule 1 po v\u00edce ne\u017e p\u011bti letech. A\u010dkoli tato ud\u00e1lost p\u0159edstavuje miln\u00edk pro \u017eeny v motoristick\u00e9m […]<\/p>\n","protected":false},"author":14,"featured_media":196078,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20277],"tags":[],"class_list":["post-242588","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp-10-7"],"acf":[],"contentshake_article_id":"","yoast_head":"\n\u017deny a Formule 1: pro\u010d se do n\u00ed znovu zamilov\u00e1vaj\u00ed?<\/title>\n<meta name=\"description\" content=\"Formule 1 toho v posledn\u00edch letech dok\u00e1zala mnohem v\u00edc a ud\u011blala velk\u00fd pokrok v p\u011bstov\u00e1n\u00ed nov\u00e9 v\u00e1\u0161niv\u00e9 fanou\u0161kovsk\u00e9 z\u00e1kladny.\" \/>\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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