{"id":242589,"date":"2024-01-29T15:18:15","date_gmt":"2024-01-29T14:18:15","guid":{"rendered":"https:\/\/rtrsports.com\/sponzoring-market-drivers\/"},"modified":"2025-07-04T13:36:37","modified_gmt":"2025-07-04T11:36:37","slug":"sponzoring-market-drivers","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/sponsorships-market-drivers\/","title":{"rendered":"Sponzorstv\u00ed a hloup\u00e1 sez\u00f3na: jak spolu souvis\u00ed sponzorstv\u00ed a trh s \u0159idi\u010di"},"content":{"rendered":"

Vztah, kter\u00fd se v hodin\u00e1ch sportovn\u00edho marketingu<\/strong> m\u00e1lo zkoum\u00e1, ale v realit\u011b je velmi \u010dast\u00fd, je vztah mezi tzv. hloupou sez\u00f3nou<\/strong> (tr\u017en\u00ed moment pro \u0159idi\u010de a t\u00fdmy, kter\u00fd se \u010dasto odehr\u00e1v\u00e1 b\u011bhem sportovn\u00edho roku) a sv\u011btem sportovn\u00edho marketingu.
\nsponzoringu<\/strong>
\n<\/a>. Jak se zm\u011bn\u00ed sponzoring,<\/strong> kdy\u017e se zm\u011bn\u00ed osoba za \u0159\u00edd\u00edtky nebo za volantem? Co m\u00e1 sponzor, kter\u00fd m\u00e1 uzav\u0159enou v\u00edceletou smlouvu, d\u011blat, kdy\u017e se jezdec n\u00e1hle rozhodne zm\u011bnit t\u00fdm nebo kdy\u017e si t\u00fdm vybere jin\u00e9 sportovce? A kone\u010dn\u011b, jak zvl\u00e1d\u00e1te neust\u00e1l\u00e9 a p\u0159irozen\u00e9 zm\u011bny sportovn\u00edho majetku v r\u00e1mci partnersk\u00e9ho programu?<\/p>\n

Hloup\u00e1 sez\u00f3na<\/b><\/h2>\n

V\u00fdraz„Silly Season“<\/strong>vznikl koncem 19. stolet\u00ed a m\u011bl konotace vzd\u00e1len\u00e9 sv\u011btu sportu, proto\u017ee ozna\u010doval obdob\u00ed politick\u00e9ho a pr\u00e1vn\u00edho roku, kdy nezasedal parlament a soudy byly zav\u0159en\u00e9. P\u0159i nedostatku relevantn\u00edch zpr\u00e1v se pak noviny musely spokojit s „hloup\u00fdmi“ zpr\u00e1vami, tj. hloup\u00fdmi a ned\u016fle\u017eit\u00fdmi drby, f\u00e1mami a drobn\u00fdmi zpr\u00e1vami.<\/p>\n

Brzy p\u0159i\u0161la do sv\u011bta sportu hloup\u00e1 sez\u00f3na. Dnes se t\u00edmto term\u00ednem ozna\u010duje v\u0161e, co nesouvis\u00ed se sportovn\u00edm zpravodajstv\u00edm v u\u017e\u0161\u00edm slova smyslu, tedy p\u0159edev\u0161\u00edm f\u00e1my z trhu a zpr\u00e1vy o zm\u011bn\u00e1ch na vrcholov\u00fdch postech nebo ve slo\u017een\u00ed t\u00fdm\u016f<\/strong>.<\/p>\n

Je to pojem, kter\u00fd v pr\u016fb\u011bhu let radik\u00e1ln\u011b zm\u011bnil sv\u00e9 konotace, zejm\u00e9na v \u010dase. Zat\u00edmco je\u0161t\u011b p\u0159ed dvaceti lety se trh<\/strong> – jak pro mana\u017eery, tak pro \u0159idi\u010de – projedn\u00e1val a uzav\u00edral b\u011bhem n\u011bkolika t\u00fddn\u016f na konci sez\u00f3ny, dnes je flexibilita maxim\u00e1ln\u00ed, horizonty se prodlou\u017eily a \u010dasov\u00e9 r\u00e1mce se nutn\u011b prodlou\u017eily. Trh je st\u00e1le otev\u0159en\u00fd a nen\u00ed dne, aby se nepsalo o mo\u017en\u00e9 zm\u011bn\u011b dresu t\u00e9 \u010di on\u00e9 strany.<\/p>\n

\"marquez\"<\/b><\/h2>\n

Sponzorstv\u00ed a pilotn\u00ed trh<\/b><\/h2>\n

Lid\u00e9 \u010dasto zapom\u00ednaj\u00ed na dvojitou nit, kter\u00e1 spojuje sponzoring s ud\u00e1lostmi na trhu \u0159idi\u010d\u016f. Ti, kte\u0159\u00ed tyto str\u00e1nky sleduj\u00ed piln\u011b, si v\u0161ak dob\u0159e uv\u011bdomuj\u00ed d\u016fvody sp\u0159\u00edzn\u011bnosti, p\u0159\u00edle\u017eitost\u00ed a bl\u00edzkosti hodnot, kter\u00e9 mus\u00ed b\u00fdt z\u00e1kladem ka\u017ed\u00e9ho projektu sportovn\u00edho partnerstv\u00ed. Sponzor chce, aby ho sponzorovan\u00fd t\u00fdm reprezentoval svou image, charakterem a zn\u00e1m\u00fdm triptychem vize\/posl\u00e1n\u00ed\/c\u00edl, kter\u00fd marketingov\u00ed odborn\u00edci znaj\u00ed a\u017e p\u0159\u00edli\u0161 dob\u0159e.<\/p>\n

V tomto smyslu, a abychom se vyhnuli metafo\u0159e, nen\u00ed tot\u00e9\u017e m\u00edt za volantem Daniela Ricciarda<\/strong> nebo Liama Lawsona<\/strong>, stejn\u011b jako nen\u00ed tot\u00e9\u017e m\u00edt Alexe Marqueze<\/strong> nebo Johanna Zarca<\/strong>.<\/p>\n

Na podporu t\u00e9to \u00favahy lze uv\u00e9st, \u017ee v z\u00e1vodech dvou a \u010dty\u0159 kol existuje \u0159ada sponzorsk\u00fdch smluv, kter\u00e9 jsou podeps\u00e1ny pr\u00e1v\u011b proto, \u017ee ten \u010di onen jezdec je v dan\u00e9m t\u00fdmu. To je p\u0159\u00edpad mnoha mexick\u00fdch spole\u010dnost\u00ed, kter\u00e9 se objevuj\u00ed na livreji Red Bull Racing d\u00edky p\u0159\u00edtomnosti Sergia Pereze<\/strong>, nebo aktivit Estrella Galicia<\/strong> v MotoGP a Formuli 1<\/strong>, neodd\u011bliteln\u011b spojen\u00fdch s p\u0159\u00edtomnost\u00ed jezdce z Pyrenejsk\u00e9ho poloostrova. Vztahy mezi spole\u010dnostmi Honda<\/strong>, Idemitsu<\/strong> a japonsk\u00fdmi jezdci nebo mezi finsk\u00fdm Wihuri a skandin\u00e1vsk\u00fdmi jezdci se \u0159\u00edd\u00ed zhruba stejn\u00fdmi pravidly.<\/p>\n

V ide\u00e1ln\u00edm sv\u011bt\u011b by troj\u00faheln\u00edk mezi t\u00fdmy, sponzory a jezdci v\u017edy spo\u010d\u00edval na spole\u010dn\u00e9m z\u00e1kladu. Kytice hodnot a d\u011bdictv\u00ed, spole\u010dn\u00e1 historie a spole\u010dn\u00e9 ko\u0159eny, o kter\u00fdch se tak \u010dasto do\u010d\u00edt\u00e1me ve sv\u011bt\u011b sportovn\u00edho marketingu, jsou ingrediencemi pro recept na velk\u00fd \u00fasp\u011bch ve sportu, marketingu a lidov\u00e9 n\u00e1klonnosti.<\/p>\n

P\u0159ijde\u0161 a odejde\u0161<\/b><\/h2>\n

Nicm\u00e9n\u011b, i kdy\u017e je \u010dasto obt\u00ed\u017en\u00e9 takovou dokonalou sou\u010dinnost vytvo\u0159it, je\u0161t\u011b obt\u00ed\u017en\u011bj\u0161\u00ed je ji udr\u017eet po del\u0161\u00ed dobu. Co se tedy stane se sv\u011btem sponzoringu, kdy\u017e jezdec zm\u011bn\u00ed t\u00fdm<\/strong> (p\u0159\u00edpad Rinse nebo Morbidelliho v MotoGP), odejde do d\u016fchodu<\/strong> (p\u0159ed \u010dasem Vettel) nebo ho nahrad\u00ed v\u00fdkonn\u011bj\u0161\u00ed kolega<\/strong> (p\u0159ed n\u011bkolika t\u00fddny De Vries?).<\/p>\n

P\u0159\u00edpady jsou r\u016fznorod\u00e9 a nejprve se \u0159e\u0161\u00ed smluvn\u00edmi podm\u00ednkami, kter\u00e9 zavazuj\u00ed sponzora v\u016f\u010di t\u00fdmu, a pot\u00e9 vyhodnocen\u00edm\/progn\u00f3zou efektivity dosavadn\u00ed a dal\u0161\u00ed \u010dinnosti.<\/p>\n

Jak ji\u017e bylo zm\u00edn\u011bno, n\u011bkolik sponzor\u016f podepisuje smlouvu s t\u00edm \u010di on\u00edm t\u00fdmem pr\u00e1v\u011b proto, \u017ee za volantem nebo za \u0159\u00edd\u00edtky sed\u00ed ten \u010di onen jezdec. A\u0165 u\u017e ze zem\u011bpisn\u00fdch d\u016fvod\u016f, nebo z d\u016fvod\u016f dlouholet\u00e9ho partnerstv\u00ed, sponzor se netaj\u00ed t\u00edm, pro\u010d tam je, a ve smlouv\u011b se ujist\u00ed, \u017ee jeho osud je spojen s osudem jeho obl\u00edbence. Dokud je tam pilot, sponzor z\u016fst\u00e1v\u00e1, jinak se o tom diskutuje. To byl p\u0159\u00edpad finsk\u00e9 kovozpracuj\u00edc\u00ed spole\u010dnosti Kemppi<\/strong>, kter\u00e1 ukon\u010dila spolupr\u00e1ci s Williamsem<\/strong>, jakmile Valtteri Bottas<\/strong> ode\u0161el z Grove do Mercedesu.<\/p>\n

V jin\u00fdch p\u0159\u00edpadech za\u010d\u00edn\u00e1 sponzoring po jezdci, ale pokra\u010duje i pot\u00e9, co jezdec t\u00fdm opust\u00ed. To je nap\u0159\u00edklad p\u0159\u00edpad Santandera<\/a><\/strong>, kter\u00fd p\u0159i\u0161el do McLarenu v roce 2007 za Alonsem<\/strong>, ale z\u016fstal i pot\u00e9, co Asturijec po pouh\u00e9m roce ode\u0161el z Wokingu<\/strong> do Renaultu (v roce 2010 se u\u017e ve Ferrari p\u0159esn\u011b nepotkali). Jedn\u00e1 se o situace, kter\u00e9 jsou d\u00e1ny \u017e\u00e1douc\u00edm nebo \u00fa\u010deln\u00fdm charakterem sportovn\u00edho marketingov\u00e9ho projektu, kdy je z\u0159ejm\u00e9, \u017ee ur\u010dit\u00e9 dohody mus\u00ed trvat p\u0159inejmen\u0161\u00edm n\u011bkolik let, aby fungovaly.<\/p>\n

V jin\u00fdch p\u0159\u00edpadech je sponzorem \u0159idi\u010d nebo n\u011bkter\u00fd z jeho rodinn\u00fdch p\u0159\u00edslu\u0161n\u00edk\u016f, jako tomu bylo v p\u0159\u00edpad\u011b Nikity Mazepina<\/strong>, a v takov\u00e9m p\u0159\u00edpad\u011b nen\u00ed ne\u0161etrn\u00e9 \u0159\u00edci, \u017ee se o tom v\u016fbec nediskutuje.<\/p>\n

\"Sponzoring<\/p>\n

Porozum\u011bn\u00ed trhu, \u0159\u00edzen\u00ed sponzoringu<\/b><\/h2>\n

Jak je z\u0159ejm\u00e9, p\u0159\u00edpady jsou r\u016fznorod\u00e9 a z\u00e1vis\u00ed na mnoha faktorech. V\u011bt\u0161\u00ed sponzo\u0159i a v\u00fdznamn\u011bj\u0161\u00ed spole\u010dnosti maj\u00ed v\u011bt\u0161\u00ed prostor pro vyjedn\u00e1v\u00e1n\u00ed, ale jsou tak\u00e9 v\u00e1z\u00e1ni jin\u00fdmi d\u016fvody t\u00fdkaj\u00edc\u00edmi se image, smluv a zviditeln\u011bn\u00ed. Na druhou stranu maj\u00ed men\u0161\u00ed sponzo\u0159i v\u011bt\u0161\u00ed flexibilitu pohybu, ale tak\u00e9 men\u0161\u00ed slovo, pokud jde o tr\u017en\u00ed \u00favahy.<\/p>\n

V ka\u017ed\u00e9m p\u0159\u00edpad\u011b je povinnost\u00ed sponzor\u016f pochopit nap\u011bt\u00ed na trhu a m\u00edt p\u0159ehled o d\u011bn\u00ed ve sponzorovan\u00e9m seri\u00e1lu, stejn\u011b jako je povinnost\u00ed t\u00fdm\u016f a organizac\u00ed v\u010das je informovat o pohybech v t\u00fdmu.<\/p>\n

Aktu\u00e1ln\u00ed zpr\u00e1vy o<\/strong> efektivit\u011b sponzorsk\u00fdch operac\u00ed a \u010derstv\u00e9 \u00fadaje o n\u00e1vratnosti investic<\/strong> a v\u00fdkonnosti projektu jsou z\u00e1rove\u0148 prvn\u00edm krokem k p\u0159ij\u00edm\u00e1n\u00ed informovan\u00fdch a efektivn\u00edch rozhodnut\u00ed.<\/p>\n

A\u010dkoli ne v\u0161echna sponzorstv\u00ed jsou zalo\u017eena na p\u0159\u00edtomnosti konkr\u00e9tn\u00edho hybatele, je naprosto nezbytn\u00e9, aby v r\u00e1mci cel\u00e9ho partnersk\u00e9ho projektu panoval soulad a harmonie.<\/p>\n


\nMarketingov\u00e9 agentury<\/strong>
\n<\/a> sportovn\u00ed marketingov\u00e9 agentury hraj\u00ed v t\u00e9to f\u00e1zi rozhoduj\u00edc\u00ed roli. D\u00edky spolehliv\u00fdm zdroj\u016fm a znalosti odv\u011btv\u00ed mohou sv\u00fdm z\u00e1kazn\u00edk\u016fm poskytovat spolehliv\u00e9 informace a rozumn\u00e9 rady, jak se zachovat v p\u0159\u00edpad\u011b pon\u011bkud rozkol\u00edsan\u00e9ho trhu.<\/p>\n

Z\u00e1v\u011brem<\/b><\/h2>\n

Trh \u0159idi\u010d\u016f – ale tot\u00e9\u017e plat\u00ed i pro jin\u00e9 sporty – m\u00e1 v\u00fdznamnou souvislost s \u0159\u00edzen\u00edm sponzoringu a rozhodov\u00e1n\u00edm o partnerstv\u00ed.<\/p>\n

R\u016fzn\u00ed sportovci maj\u00ed r\u016fzn\u00e9 profily, hodnoty, z\u00e1zem\u00ed a postoje, kter\u00e9 je t\u0159eba sladit se sponzorsk\u00fdm projektem. V kombinaci jezdce, t\u00fdmu a sponzora je nutn\u00e9, aby v\u0161ichni t\u0159i akt\u00e9\u0159i na\u0161li rovnov\u00e1hu a spole\u010dnou vizi a identitu.<\/strong> Pr\u00e1v\u011b z tohoto d\u016fvodu jsou hloup\u00e1 sez\u00f3na a trh \u0159idi\u010d\u016f d\u016fle\u017eit\u00fdmi momenty v \u017eivot\u011b sponzora a je t\u0159eba je pe\u010dliv\u011b \u0159\u00eddit p\u0159ed p\u0159ijet\u00edm jak\u00e9hokoli rozhodnut\u00ed.<\/p>\n

Sponzorsk\u00e9 dary jsou op\u011bt \u017eiv\u00e9 a prom\u011bnliv\u00e9 p\u0159edm\u011bty a v tom spo\u010d\u00edv\u00e1 jejich p\u0159ita\u017elivost a \u00fa\u010dinnost. Stejn\u011b jako se v pr\u016fb\u011bhu let a epoch m\u011bn\u00ed t\u00fdmy, seri\u00e1ly, sporty a sportovci, mus\u00ed se m\u011bnit i partnerstv\u00ed a mus\u00ed um\u011bt j\u00edt s proudem \u010dasu.<\/p>\n

Neexistuj\u00ed ur\u010dit\u00e1 pravidla nebo spr\u00e1vn\u00e9 kroky, kter\u00e9 je t\u0159eba u\u010dinit v p\u0159\u00edpad\u011b, \u017ee p\u0159ijede \u0159idi\u010d, kter\u00fd se sponzorovi nel\u00edb\u00ed, nebo odjede ten, kter\u00fd je obzvl\u00e1\u0161t\u011b obl\u00edben\u00fd. Pr\u016fb\u011b\u017en\u00e1 diskuse se sportovn\u00edm majetkem a pravideln\u00e9 \u010dten\u00ed zpr\u00e1v o pokroku v oblasti sponzoringu jsou dva z\u00e1kladn\u00ed kompasy, na nich\u017e lze zalo\u017eit jakoukoli zm\u011bnu sm\u011bru, a\u0165 u\u017e potenci\u00e1ln\u00ed, nebo faktickou.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Vztah, kter\u00fd se v hodin\u00e1ch sportovn\u00edho marketingu m\u00e1lo zkoum\u00e1, ale v realit\u011b je velmi \u010dast\u00fd, je vztah mezi tzv. hloupou sez\u00f3nou (tr\u017en\u00ed moment pro \u0159idi\u010de a t\u00fdmy, kter\u00fd se \u010dasto odehr\u00e1v\u00e1 b\u011bhem sportovn\u00edho roku) a sv\u011btem sportovn\u00edho marketingu. sponzoringu . Jak se zm\u011bn\u00ed sponzoring, kdy\u017e se zm\u011bn\u00ed osoba za \u0159\u00edd\u00edtky nebo za volantem? Co m\u00e1 […]<\/p>\n","protected":false},"author":2,"featured_media":195600,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20277,20230,20229,20228],"tags":[],"class_list":["post-242589","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp-10-7","category-sportovni-marketing","category-sportovni-sponzoring","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSponzo\u0159i a hloup\u00e1 sez\u00f3na: jak spolu souvis\u00ed sponzoring a trh s \u0159idi\u010di<\/title>\n<meta name=\"description\" content=\"Jak se zm\u011bn\u00ed sponzoring, kdy\u017e se zm\u011bn\u00ed osoba za \u0159\u00edd\u00edtky nebo za volantem? 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