{"id":242589,"date":"2023-08-29T13:40:41","date_gmt":"2023-08-29T11:40:41","guid":{"rendered":"https:\/\/rtrsports.com\/sponzoring-market-drivers\/"},"modified":"2026-10-06T19:07:29","modified_gmt":"2026-10-06T17:07:29","slug":"sponzoring-market-drivers","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/sponsorships-market-drivers\/","title":{"rendered":"Sponzoring a silly season: jak spolu souvis\u00ed sponzoring a trh s jezdci"},"content":{"rendered":"

Vztahem, o kter\u00e9m se v hodin\u00e1ch sportovn\u00edho marketingu<\/strong> mluv\u00ed jen m\u00e1lo, ale v praxi je velmi \u010dast\u00fd, je vztah mezi takzvanou silly season<\/strong> (p\u0159estupov\u00fdm trhem jezdc\u016f a t\u00fdm\u016f, kter\u00fd dnes prob\u00edh\u00e1 po cel\u00fd sportovn\u00ed rok) a sv\u011btem sponzoringu<\/a>. Jak se m\u011bn\u00ed sponzoring, kdy\u017e se zm\u011bn\u00ed ten, kdo sed\u00ed na motorce nebo za volantem? Co m\u00e1 d\u011blat sponzor uprost\u0159ed v\u00edcelet\u00e9 smlouvy, 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 \u0159\u00eddit neust\u00e1lou a p\u0159irozenou prom\u011bnu sportovn\u00ed property v r\u00e1mci partnersk\u00e9ho programu?<\/p>\n

Silly season<\/h2>\n

V\u00fdraz \u201esilly season<\/strong>\u201c vznikl ve druh\u00e9 polovin\u011b 19. stolet\u00ed a se sportem nem\u011bl nic spole\u010dn\u00e9ho: ozna\u010doval obdob\u00ed politick\u00e9ho roku, kdy nezasedal parlament a soudy byly zav\u0159en\u00e9. Noviny bez d\u016fle\u017eit\u00fdch zpr\u00e1v se musely spokojit s \u201esilly\u201c, tedy hloup\u00fdmi a ned\u016fle\u017eit\u00fdmi p\u0159\u00edb\u011bhy, jako jsou drby, f\u00e1my a drobn\u00e1 \u010dern\u00e1 kronika.<\/p>\n

Silly season brzy dorazila i do sv\u011bta sportu. Dnes v\u00fdraz ozna\u010duje v\u0161e, co nen\u00ed sportovn\u00edm zpravodajstv\u00edm v u\u017e\u0161\u00edm smyslu, p\u0159edev\u0161\u00edm p\u0159estupov\u00e9 spekulace a zpr\u00e1vy o zm\u011bn\u00e1ch ve veden\u00ed nebo ve slo\u017een\u00ed t\u00fdm\u016f.<\/strong><\/p>\n

Je to pojem, kter\u00fd se v pr\u016fb\u011bhu let z\u00e1sadn\u011b prom\u011bnil, zejm\u00e9na \u010dasov\u011b. Je\u0161t\u011b zhruba p\u0159ed dvaceti lety se trh, mana\u017eer\u016f i jezdc\u016f, projednal a uzav\u0159el b\u011bhem n\u011bkolika t\u00fddn\u016f ke konci sez\u00f3ny; dnes je flexibilita maxim\u00e1ln\u00ed, horizonty se prodlou\u017eily a lh\u016fty se nutn\u011b nat\u00e1hly. Trh je st\u00e1le otev\u0159en\u00fd a neuplyne den, aby se z t\u00e9 \u010di on\u00e9 strany neozvala zv\u011bst o mo\u017en\u00e9 zm\u011bn\u011b dresu.<\/p>\n

\"Silly<\/p>\n

Sponzoring a trh s jezdci<\/h2>\n

\u010casto se zapom\u00edn\u00e1 na dvoj\u00ed pouto, kter\u00e9 spojuje sponzoring s peripetiemi trhu s jezdci. Pravideln\u00ed \u010dten\u00e1\u0159i t\u011bchto str\u00e1nek v\u0161ak dob\u0159e znaj\u00ed d\u016fvody sp\u0159\u00edzn\u011bnosti, p\u0159\u00edle\u017eitosti a bl\u00edzkosti hodnot, na kter\u00fdch mus\u00ed st\u00e1t ka\u017ed\u00fd projekt sportovn\u00edho partnerstv\u00ed. Sponzor chce, aby ho podporovan\u00fd t\u00fdm reprezentoval image, charakterem a onou zn\u00e1mou trojic\u00ed vize, mise a smyslu, kterou marketingov\u00ed odborn\u00edci znaj\u00ed a\u017e p\u0159\u00edli\u0161 dob\u0159e. Ze stejn\u00e9ho d\u016fvodu je tak d\u016fle\u017eit\u00e9, co d\u011bl\u00e1 jezdce pro sponzora atraktivn\u00edm<\/a>.<\/p>\n

V tomto smyslu, a abychom \u0159ekli v\u011bci na rovinu, nen\u00ed tot\u00e9\u017e m\u00edt za volantem Lewise Hamiltona<\/strong> nebo Arvida Lindblada<\/strong>, stejn\u011b jako nen\u00ed tot\u00e9\u017e m\u00edt na motorce Marca M\u00e1rqueze<\/strong> nebo Ferm\u00edna Aldeguera<\/strong>.<\/p>\n

Dokl\u00e1d\u00e1 to \u0159ada sponzorsk\u00fdch smluv na dvou i \u010dty\u0159ech kolech, kter\u00e9 se podepisuj\u00ed pr\u00e1v\u011b proto, \u017ee v dan\u00e9m t\u00fdmu jezd\u00ed ten \u010di onen jezdec. P\u0159\u00edkladem jsou mnoh\u00e9 mexick\u00e9 firmy, kter\u00e9 se v letech Sergia P\u00e9reze<\/strong> objevovaly na barv\u00e1ch Red Bull Racing, nebo aktivity Estrella Galicia<\/strong> v MotoGP a ve Formuli 1<\/a>, \u010dasto spojen\u00e9 s p\u0159\u00edtomnost\u00ed \u0161pan\u011blsk\u00e9ho jezdce, jako je Carlos Sainz. Vztah mezi Hondou<\/strong>, Idemitsu<\/strong> a asijsk\u00fdmi jezdci, od Takaakiho Nakagamiho po Somkiata Chantru v t\u00fdmu LCR v letech 2018 a\u017e 2025, se \u0159\u00eddil zhruba stejn\u00fdmi pravidly.<\/p>\n

V ide\u00e1ln\u00edm sv\u011bt\u011b stoj\u00ed troj\u00faheln\u00edk t\u00fdm, sponzor a jezdec v\u017edy na spole\u010dn\u00fdch z\u00e1kladech. Onen soubor hodnot a d\u011bdictv\u00ed, ta sd\u00edlen\u00e1 historie a spole\u010dn\u00e9 ko\u0159eny, o kter\u00fdch se ve sportovn\u00edm marketingu tak \u010dasto mluv\u00ed, jsou ingrediencemi recept\u016f na velk\u00fd \u00fasp\u011bch ve sportu, v marketingu i v n\u00e1klonnosti fanou\u0161k\u016f.<\/p>\n

P\u0159ich\u00e1zej\u00ed a odch\u00e1zej\u00ed<\/h2>\n

Jsou-li v\u0161ak takov\u00e9 dokonal\u00e9 synergie \u010dasto t\u011b\u017ek\u00e9 vybudovat, je\u0161t\u011b t\u011b\u017e\u0161\u00ed je udr\u017eet je dlouhodob\u011b. Co se tedy ve sv\u011bt\u011b sponzoringu stane, kdy\u017e jezdec zm\u011bn\u00ed t\u00fdm<\/strong> (Marc M\u00e1rquez odch\u00e1zej\u00edc\u00ed z Hondy po jeden\u00e1cti sez\u00f3n\u00e1ch nebo Lewis Hamilton p\u0159ech\u00e1zej\u00edc\u00ed z Mercedesu do Ferrari v roce 2025), ukon\u010d\u00ed kari\u00e9ru<\/strong> (Sebastian Vettel v roce 2022) nebo ho nahrad\u00ed kolega pova\u017eovan\u00fd za rychlej\u0161\u00edho<\/strong> (Nyck de Vries v roce 2023 nebo Liam Lawson v roce 2025, vr\u00e1cen\u00fd do Racing Bulls po pouh\u00fdch dvou z\u00e1vodech za Red Bull)?<\/p>\n

P\u0159\u00edpad\u016f je mnoho a \u0159e\u0161\u00ed se v prvn\u00ed \u0159ad\u011b smlouvou, kter\u00e1 sponzora v\u00e1\u017ee k t\u00fdmu, a pot\u00e9 hodnocen\u00edm \u010di progn\u00f3zou \u00fa\u010dinnosti spolupr\u00e1ce dosud i do budoucna.<\/p>\n

Jak u\u017e bylo \u0159e\u010deno, \u0159ada sponzor\u016f podepisuje s t\u00edm \u010di on\u00edm t\u00fdmem pr\u00e1v\u011b proto, \u017ee za volantem nebo na motorce sed\u00ed ten \u010di onen jezdec. A\u0165 u\u017e z geografick\u00fdch d\u016fvod\u016f, nebo kv\u016fli dlouholet\u00e9 spolupr\u00e1ci, sponzor netaj\u00ed, pro\u010d tam je, a p\u0159i podpisu smlouvy si zajist\u00ed, aby jeho osud byl spojen s osudem jeho obl\u00edbence. Dokud je jezdec v t\u00fdmu, sponzor z\u016fst\u00e1v\u00e1; jinak se jedn\u00e1. Tak tomu bylo u finsk\u00e9 spole\u010dnosti Wihuri<\/strong>, kter\u00e1 po sponzorov\u00e1n\u00ed Williamsu v letech Valtteriho Bottase<\/strong> ode\u0161la v roce 2017 za n\u00edm do Mercedesu.<\/p>\n

V jin\u00fdch p\u0159\u00edpadech sponzoring za\u010d\u00edn\u00e1 t\u00edm, \u017ee n\u00e1sleduje jezdce, ale pokra\u010duje i pot\u00e9, co jezdec z t\u00fdmu odejde. P\u0159\u00edkladem je Santander<\/strong>, kter\u00fd p\u0159i\u0161el do McLarenu v roce 2007 spolu s Fernandem Alonsem<\/strong>, ale z\u016fstal i pot\u00e9, co Asturijec po jedin\u00e9m roce opustil Woking a vr\u00e1til se k Renaultu (oba se znovu setkali, ne tak \u00fapln\u011b n\u00e1hodou, ve Ferrari v roce 2010). Jde o situace dan\u00e9 logikou projektu sportovn\u00edho marketingu, kde je jasn\u00e9, \u017ee aby ur\u010dit\u00e9 dohody fungovaly, mus\u00ed b\u00fdt p\u0159inejmen\u0161\u00edm v\u00edcelet\u00e9.<\/p>\n

V dal\u0161\u00edch p\u0159\u00edpadech je sponzorem s\u00e1m jezdec nebo n\u011bkdo z jeho rodiny, jako tomu bylo u Nikity Mazepina<\/strong> a firmy jeho otce, a pak nen\u00ed nespravedliv\u00e9 \u0159\u00edct, \u017ee o \u010dem diskutovat prost\u011b nen\u00ed.<\/p>\n

\"Sponzoring<\/p>\n

Rozum\u011bt trhu, \u0159\u00eddit sponzoring<\/h2>\n

Jak je vid\u011bt, p\u0159\u00edpady jsou r\u016fzn\u00e9 a z\u00e1visej\u00ed na mnoha faktorech. Nejv\u011bt\u0161\u00ed sponzo\u0159i a nejviditeln\u011bj\u0161\u00ed firmy maj\u00ed v\u011bt\u0161\u00ed prostor pro vyjedn\u00e1v\u00e1n\u00ed, ale z\u00e1rove\u0148 je v\u00e1\u017e\u00ed jin\u00e9 ohledy t\u00fdkaj\u00edc\u00ed se image, smluv a viditelnosti. Men\u0161\u00ed sponzo\u0159i maj\u00ed naopak v\u011bt\u0161\u00ed volnost pohybu, ale tak\u00e9 men\u0161\u00ed slovo, kdy\u017e p\u0159ijde \u0159e\u010d na trh.<\/p>\n

V ka\u017ed\u00e9m p\u0159\u00edpad\u011b je povinnost\u00ed sponzor\u016f rozum\u011bt nap\u011bt\u00ed na trhu a m\u00edt p\u0159ehled o d\u011bn\u00ed ve sponzorovan\u00fdch s\u00e9ri\u00edch, stejn\u011b jako je povinnost\u00ed t\u00fdm\u016f a organizac\u00ed v\u010das je informovat o zm\u011bn\u00e1ch v t\u00fdmu.<\/p>\n

Z\u00e1rove\u0148 je m\u00edt aktu\u00e1ln\u00ed reporting<\/strong> o efektivit\u011b sponzoringu a \u010derstv\u00e1 data o ROI<\/strong> a v\u00fdkonnosti projektu prvn\u00edm krokem k informovan\u00fdm a \u00fa\u010dinn\u00fdm rozhodnut\u00edm.<\/p>\n

I kdy\u017e ne ka\u017ed\u00fd sponzoring stoj\u00ed na p\u0159\u00edtomnosti konkr\u00e9tn\u00edho jezdce, je naprosto z\u00e1sadn\u00ed, aby v cel\u00e9m partnersk\u00e9m projektu panoval soulad a harmonie.<\/p>\n

Agentury sportovn\u00edho marketingu<\/a> hraj\u00ed v t\u00e9to f\u00e1zi rozhoduj\u00edc\u00ed roli. D\u00edky spolehliv\u00fdm zdroj\u016fm a hlubok\u00e9 znalosti oboru mohou sv\u00fdm klient\u016fm poskytnout d\u016fv\u011bryhodn\u00e9 informace a podlo\u017een\u00e9 rady, jak postupovat, kdy\u017e je na trhu p\u0159\u00edli\u0161 ru\u0161no.<\/p>\n

\u017div\u00e9 organismy, kter\u00e9 se m\u011bn\u00ed s \u010dasem<\/h2>\n

Trh s jezdci, a tot\u00e9\u017e plat\u00ed i v jin\u00fdch sportech, \u00fazce souvis\u00ed s \u0159\u00edzen\u00edm sponzoringu a s rozhodov\u00e1n\u00edm o partnerstv\u00edch.<\/p>\n

R\u016fzn\u00ed sportovci maj\u00ed r\u016fzn\u00e9 profily, hodnoty, p\u016fvod a postoje, a ty mus\u00ed b\u00fdt v souladu se sponzorsk\u00fdm projektem. V troj\u00faheln\u00edku jezdec, t\u00fdm a sponzor mus\u00ed v\u0161ichni t\u0159i naj\u00edt rovnov\u00e1hu a sd\u00edlenou vizi a identitu.<\/strong> Pr\u00e1v\u011b proto jsou silly season a trh s jezdci d\u016fle\u017eit\u00fdmi okam\u017eiky v \u017eivot\u011b sponzoringu a je t\u0159eba je pe\u010dliv\u011b zvl\u00e1dnout d\u0159\u00edv, ne\u017e padne jak\u00e9koli rozhodnut\u00ed: pr\u00e1v\u011b tady m\u016f\u017ee b\u00fdt agentura sportovn\u00edho marketingu nesm\u00edrn\u011b u\u017eite\u010dn\u00e1.<\/p>\n

Sponzoring je op\u011bt jednou \u017eiv\u00fd a prom\u011bnliv\u00fd organismus, a pr\u00e1v\u011b v tom spo\u010d\u00edv\u00e1 jeho kouzlo a \u00fa\u010dinnost. Tak jako se t\u00fdmy, s\u00e9rie, sporty a sportovci m\u011bn\u00ed v pr\u016fb\u011bhu let a epoch, mus\u00ed se m\u011bnit i partnerstv\u00ed a um\u011bt se pohybovat s proudy \u010dasu.<\/p>\n

Neexistuj\u00ed pevn\u00e1 pravidla ani spr\u00e1vn\u00e9 tahy pro p\u0159\u00edpad, \u017ee p\u0159ijde jezdec, kter\u00e9ho sponzor nem\u00e1 r\u00e1d, nebo odejde jezdec obzvl\u00e1\u0161\u0165 obl\u00edben\u00fd. Pr\u016fb\u011b\u017en\u00fd dialog se sportovn\u00ed property a pravideln\u00e9 \u010dten\u00ed report\u016f o v\u00fdkonnosti sponzoringu jsou dva z\u00e1kladn\u00ed kompasy, o kter\u00e9 se m\u00e1 op\u00edrat ka\u017ed\u00e1 zm\u011bna kurzu, a\u0165 u\u017e mo\u017en\u00e1, nebo skute\u010dn\u00e1.<\/strong><\/p>\n

\r\n\r\n

\u010cast\u00e9 ot\u00e1zky o silly season a sponzoringu<\/b><\/h2>\r\n \r\n
\n
\r\n\r\n

\r\n Co je silly season v motorsportu?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Je to obdob\u00ed, dnes roz\u0161\u00ed\u0159en\u00e9 t\u00e9m\u011b\u0159 na cel\u00fd rok, kdy se mluv\u00ed o trhu s jezdci a p\u0159estupech mezi t\u00fdmy. V\u00fdraz vznikl ve druh\u00e9 polovin\u011b 19. stolet\u00ed pro m\u011bs\u00edce bez d\u016fle\u017eit\u00fdch zpr\u00e1v, kdy se noviny plnily drby a f\u00e1mami.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Co se stane se sponzorem, kdy\u017e jezdec zm\u011bn\u00ed t\u00fdm?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Z\u00e1le\u017e\u00ed na smlouv\u011b a na tom, pro\u010d sponzor p\u0159i\u0161el. Pokud je dohoda v\u00e1zan\u00e1 na dan\u00e9ho jezdce, sponzor ho \u010dasto n\u00e1sleduje nebo znovu otev\u0159e jedn\u00e1n\u00ed; pokud je v\u00e1zan\u00e1 na t\u00fdm, m\u016f\u017ee z\u016fstat i po odchodu jezdce, jako Santander v McLarenu po Alonsov\u011b odchodu.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Pro\u010d n\u011bkte\u0159\u00ed sponzo\u0159i n\u00e1sleduj\u00ed konkr\u00e9tn\u00edho jezdce?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Z geografick\u00fdch, tr\u017en\u00edch d\u016fvod\u016f nebo kv\u016fli dlouholet\u00e9 spolupr\u00e1ci: jezdec m\u016f\u017ee otev\u0159\u00edt dve\u0159e do zem\u011b nebo k publiku. P\u0159\u00edkladem jsou mexick\u00e9 firmy, kter\u00e9 p\u0159i\u0161ly k Red Bullu v letech Sergia P\u00e9reze, nebo Estrella Galicia se \u0161pan\u011blsk\u00fdmi jezdci.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Jak se sponzor chr\u00e1n\u00ed p\u0159ed zm\u011bnami jezdc\u016f?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Smlouvou, kter\u00e1 stanov\u00ed, co se stane p\u0159i zm\u011bn\u00e1ch v sestav\u011b t\u00fdmu, neust\u00e1lou komunikac\u00ed se sportovn\u00ed property a aktu\u00e1ln\u00edmi reporty o v\u00fdkonnosti a ROI sponzoringu, kter\u00e9 umo\u017e\u0148uj\u00ed rozhodovat na z\u00e1klad\u011b dat.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Z\u00e1le\u017e\u00ed na trhu s jezdci i t\u00fdmov\u00fdm sponzor\u016fm?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Ano. I kdy\u017e sponzoring nen\u00ed v\u00e1zan\u00fd na konkr\u00e9tn\u00edho jezdce, to, kdo \u0159\u00edd\u00ed v\u016fz, ovliv\u0148uje image t\u00fdmu, jeho v\u00fdsledky i publikum, kter\u00e9 oslovuje. Proto je d\u016fle\u017eit\u00e9, aby jezdec, t\u00fdm a sponzor sd\u00edleli hodnoty a identitu.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Jakou roli hraje agentura sportovn\u00edho marketingu b\u011bhem silly season?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Pom\u00e1h\u00e1 sponzorovi \u010d\u00edst trh, pochopit dopad zm\u011bny jezdce na projekt a rozhodnout, jak postupovat, d\u00edky spolehliv\u00fdm zdroj\u016fm a znalosti paddocku.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Vztahem, o kter\u00e9m se v hodin\u00e1ch sportovn\u00edho marketingu mluv\u00ed jen m\u00e1lo, ale v praxi je velmi \u010dast\u00fd, je vztah mezi takzvanou silly season (p\u0159estupov\u00fdm trhem jezdc\u016f a t\u00fdm\u016f, kter\u00fd dnes prob\u00edh\u00e1 po cel\u00fd sportovn\u00ed rok) a sv\u011btem sponzoringu. Jak se m\u011bn\u00ed sponzoring, kdy\u017e se zm\u011bn\u00ed ten, kdo sed\u00ed na motorce 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":"\nSilly season a sponzoring: co se stane se sponzorem<\/title>\n<meta name=\"description\" content=\"Silly season a sponzoring: co se stane se sponzorem, kdy\u017e jezdec zm\u011bn\u00ed t\u00fdm, skon\u010d\u00ed nebo je nahrazen. Skute\u010dn\u00e9 p\u0159\u00edpady z F1 a MotoGP.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/cs\/blog\/sponsorships-market-drivers\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sponzoring a silly season: jak spolu souvis\u00ed sponzoring a trh s jezdci\" \/>\n<meta property=\"og:description\" content=\"Silly season a sponzoring: co se stane se sponzorem, kdy\u017e jezdec zm\u011bn\u00ed t\u00fdm, skon\u010d\u00ed nebo je nahrazen. Skute\u010dn\u00e9 p\u0159\u00edpady z F1 a MotoGP.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rtrsports.com\/cs\/blog\/sponsorships-market-drivers\/\" \/>\n<meta property=\"og:site_name\" content=\"RTR Sports\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/RTRSportsMarketing\/\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/rtrsportsmarketing\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/marquez-4.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"667\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Emanuele Venturoli\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@twitter.com\/RTR_motoGP\" \/>\n<meta name=\"twitter:site\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:label1\" content=\"Napsal(a)\" \/>\n\t<meta name=\"twitter:data1\" content=\"Emanuele Venturoli\" \/>\n\t<meta name=\"twitter:label2\" content=\"Odhadovan\u00e1 doba \u010dten\u00ed\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minut\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/sponsorships-market-drivers\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/sponsorships-market-drivers\\\/\"},\"author\":{\"name\":\"Emanuele Venturoli\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#\\\/schema\\\/person\\\/6db38b859a8be0e39a3fb94a2a7b0a24\"},\"headline\":\"Sponzoring a silly season: jak spolu souvis\u00ed sponzoring a trh s jezdci\",\"datePublished\":\"2023-08-29T11:40:41+00:00\",\"dateModified\":\"2026-10-06T17:07:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/sponsorships-market-drivers\\\/\"},\"wordCount\":1835,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/sponsorships-market-drivers\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/marquez-4.jpg\",\"articleSection\":[\"MotoGP\",\"Sportovn\u00ed marketing\",\"Sportovn\u00ed sponzoring\",\"Sportovn\u00ed sponzorstv\u00ed\"],\"inLanguage\":\"cs\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/sponsorships-market-drivers\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/sponsorships-market-drivers\\\/\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/sponsorships-market-drivers\\\/\",\"name\":\"Silly season a sponzoring: co se stane se sponzorem\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/sponsorships-market-drivers\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/sponsorships-market-drivers\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/marquez-4.jpg\",\"datePublished\":\"2023-08-29T11:40:41+00:00\",\"dateModified\":\"2026-10-06T17:07:29+00:00\",\"description\":\"Silly season a sponzoring: co se stane se sponzorem, kdy\u017e jezdec zm\u011bn\u00ed t\u00fdm, skon\u010d\u00ed nebo je nahrazen. Skute\u010dn\u00e9 p\u0159\u00edpady z F1 a MotoGP.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/sponsorships-market-drivers\\\/#breadcrumb\"},\"inLanguage\":\"cs\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/sponsorships-market-drivers\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"cs\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/sponsorships-market-drivers\\\/#primaryimage\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/marquez-4.jpg\",\"contentUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/marquez-4.jpg\",\"width\":1000,\"height\":667,\"caption\":\"sponzorstv\u00ed a trh \u0159idi\u010d\u016f\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/sponsorships-market-drivers\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Sponzoring a silly season: jak spolu souvis\u00ed sponzoring a trh s jezdci\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#website\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/\",\"name\":\"RTR Sports Marketing\",\"description\":\"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.\",\"publisher\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#organization\"},\"alternateName\":\"RTR Sports\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"cs\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#organization\",\"name\":\"RTR Sports Marketing\",\"alternateName\":\"RTR sports\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"cs\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/01\\\/rtrsports-anniversary-1.jpg\",\"contentUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/01\\\/rtrsports-anniversary-1.jpg\",\"width\":946,\"height\":260,\"caption\":\"RTR Sports Marketing\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/RTRSportsMarketing\\\/\",\"https:\\\/\\\/x.com\\\/rtrsports\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/rtr-sports-marketing\\\/\",\"https:\\\/\\\/www.wikidata.org\\\/wiki\\\/Q7797317\"],\"description\":\"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.\",\"email\":\"info@rtrsports.com\",\"legalName\":\"RTR Sports Marketing LTD\",\"numberOfEmployees\":{\"@type\":\"QuantitativeValue\",\"minValue\":\"1\",\"maxValue\":\"10\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#\\\/schema\\\/person\\\/6db38b859a8be0e39a3fb94a2a7b0a24\",\"name\":\"Emanuele Venturoli\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"cs\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/0b31d97856061312ddbe71e59715c5835bd3e68f9734d235e2650b6c5a1fb59f?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/0b31d97856061312ddbe71e59715c5835bd3e68f9734d235e2650b6c5a1fb59f?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/0b31d97856061312ddbe71e59715c5835bd3e68f9734d235e2650b6c5a1fb59f?s=96&d=mm&r=g\",\"caption\":\"Emanuele Venturoli\"},\"description\":\"Emanuele Venturoli is Head of Communication & Marketing at RTR Sports Marketing, where he has led the agency's editorial, digital, and SEO output since 2012. He holds a degree in Public, Political and Institutional Communication from the University of Bologna and began his career in sport at Virtus Bologna basketball before moving into motorsport. He lectures in sports marketing at 24ORE Business School and writes across Formula 1, MotoGP, and sponsorship strategy, overseeing RTR's multilingual content platform across 13 languages.\",\"sameAs\":[\"https:\\\/\\\/rtrsports.com\",\"https:\\\/\\\/www.facebook.com\\\/rtrsportsmarketing\",\"https:\\\/\\\/it.linkedin.com\\\/in\\\/emanueleventuroli\",\"https:\\\/\\\/x.com\\\/twitter.com\\\/RTR_motoGP\"],\"url\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/author\\\/emanuele\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Silly season a sponzoring: co se stane se sponzorem","description":"Silly season a sponzoring: co se stane se sponzorem, kdy\u017e jezdec zm\u011bn\u00ed t\u00fdm, skon\u010d\u00ed nebo je nahrazen. Skute\u010dn\u00e9 p\u0159\u00edpady z F1 a MotoGP.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/rtrsports.com\/cs\/blog\/sponsorships-market-drivers\/","og_locale":"cs_CZ","og_type":"article","og_title":"Sponzoring a silly season: jak spolu souvis\u00ed sponzoring a trh s jezdci","og_description":"Silly season a sponzoring: co se stane se sponzorem, kdy\u017e jezdec zm\u011bn\u00ed t\u00fdm, skon\u010d\u00ed nebo je nahrazen. Skute\u010dn\u00e9 p\u0159\u00edpady z F1 a MotoGP.","og_url":"https:\/\/rtrsports.com\/cs\/blog\/sponsorships-market-drivers\/","og_site_name":"RTR Sports","article_publisher":"https:\/\/www.facebook.com\/RTRSportsMarketing\/","article_author":"https:\/\/www.facebook.com\/rtrsportsmarketing","og_image":[{"width":1000,"height":667,"url":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/marquez-4.jpg","type":"image\/jpeg"}],"author":"Emanuele Venturoli","twitter_card":"summary_large_image","twitter_creator":"@twitter.com\/RTR_motoGP","twitter_site":"@rtrsports","twitter_misc":{"Napsal(a)":"Emanuele Venturoli","Odhadovan\u00e1 doba \u010dten\u00ed":"7 minut"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/rtrsports.com\/cs\/blog\/sponsorships-market-drivers\/#article","isPartOf":{"@id":"https:\/\/rtrsports.com\/cs\/blog\/sponsorships-market-drivers\/"},"author":{"name":"Emanuele Venturoli","@id":"https:\/\/rtrsports.com\/cs\/#\/schema\/person\/6db38b859a8be0e39a3fb94a2a7b0a24"},"headline":"Sponzoring a silly season: jak spolu souvis\u00ed sponzoring a trh s jezdci","datePublished":"2023-08-29T11:40:41+00:00","dateModified":"2026-10-06T17:07:29+00:00","mainEntityOfPage":{"@id":"https:\/\/rtrsports.com\/cs\/blog\/sponsorships-market-drivers\/"},"wordCount":1835,"commentCount":0,"publisher":{"@id":"https:\/\/rtrsports.com\/cs\/#organization"},"image":{"@id":"https:\/\/rtrsports.com\/cs\/blog\/sponsorships-market-drivers\/#primaryimage"},"thumbnailUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/marquez-4.jpg","articleSection":["MotoGP","Sportovn\u00ed marketing","Sportovn\u00ed sponzoring","Sportovn\u00ed sponzorstv\u00ed"],"inLanguage":"cs","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/rtrsports.com\/cs\/blog\/sponsorships-market-drivers\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/rtrsports.com\/cs\/blog\/sponsorships-market-drivers\/","url":"https:\/\/rtrsports.com\/cs\/blog\/sponsorships-market-drivers\/","name":"Silly season a sponzoring: co se stane se sponzorem","isPartOf":{"@id":"https:\/\/rtrsports.com\/cs\/#website"},"primaryImageOfPage":{"@id":"https:\/\/rtrsports.com\/cs\/blog\/sponsorships-market-drivers\/#primaryimage"},"image":{"@id":"https:\/\/rtrsports.com\/cs\/blog\/sponsorships-market-drivers\/#primaryimage"},"thumbnailUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/marquez-4.jpg","datePublished":"2023-08-29T11:40:41+00:00","dateModified":"2026-10-06T17:07:29+00:00","description":"Silly season a sponzoring: co se stane se sponzorem, kdy\u017e jezdec zm\u011bn\u00ed t\u00fdm, skon\u010d\u00ed nebo je nahrazen. Skute\u010dn\u00e9 p\u0159\u00edpady z F1 a MotoGP.","breadcrumb":{"@id":"https:\/\/rtrsports.com\/cs\/blog\/sponsorships-market-drivers\/#breadcrumb"},"inLanguage":"cs","potentialAction":[{"@type":"ReadAction","target":["https:\/\/rtrsports.com\/cs\/blog\/sponsorships-market-drivers\/"]}]},{"@type":"ImageObject","inLanguage":"cs","@id":"https:\/\/rtrsports.com\/cs\/blog\/sponsorships-market-drivers\/#primaryimage","url":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/marquez-4.jpg","contentUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/marquez-4.jpg","width":1000,"height":667,"caption":"sponzorstv\u00ed a trh \u0159idi\u010d\u016f"},{"@type":"BreadcrumbList","@id":"https:\/\/rtrsports.com\/cs\/blog\/sponsorships-market-drivers\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/rtrsports.com\/cs\/"},{"@type":"ListItem","position":2,"name":"Sponzoring a silly season: jak spolu souvis\u00ed sponzoring a trh s jezdci"}]},{"@type":"WebSite","@id":"https:\/\/rtrsports.com\/cs\/#website","url":"https:\/\/rtrsports.com\/cs\/","name":"RTR Sports Marketing","description":"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.","publisher":{"@id":"https:\/\/rtrsports.com\/cs\/#organization"},"alternateName":"RTR Sports","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/rtrsports.com\/cs\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"cs"},{"@type":"Organization","@id":"https:\/\/rtrsports.com\/cs\/#organization","name":"RTR Sports Marketing","alternateName":"RTR sports","url":"https:\/\/rtrsports.com\/cs\/","logo":{"@type":"ImageObject","inLanguage":"cs","@id":"https:\/\/rtrsports.com\/cs\/#\/schema\/logo\/image\/","url":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/01\/rtrsports-anniversary-1.jpg","contentUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/01\/rtrsports-anniversary-1.jpg","width":946,"height":260,"caption":"RTR Sports Marketing"},"image":{"@id":"https:\/\/rtrsports.com\/cs\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/RTRSportsMarketing\/","https:\/\/x.com\/rtrsports","https:\/\/www.linkedin.com\/company\/rtr-sports-marketing\/","https:\/\/www.wikidata.org\/wiki\/Q7797317"],"description":"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.","email":"info@rtrsports.com","legalName":"RTR Sports Marketing LTD","numberOfEmployees":{"@type":"QuantitativeValue","minValue":"1","maxValue":"10"}},{"@type":"Person","@id":"https:\/\/rtrsports.com\/cs\/#\/schema\/person\/6db38b859a8be0e39a3fb94a2a7b0a24","name":"Emanuele Venturoli","image":{"@type":"ImageObject","inLanguage":"cs","@id":"https:\/\/secure.gravatar.com\/avatar\/0b31d97856061312ddbe71e59715c5835bd3e68f9734d235e2650b6c5a1fb59f?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/0b31d97856061312ddbe71e59715c5835bd3e68f9734d235e2650b6c5a1fb59f?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/0b31d97856061312ddbe71e59715c5835bd3e68f9734d235e2650b6c5a1fb59f?s=96&d=mm&r=g","caption":"Emanuele Venturoli"},"description":"Emanuele Venturoli is Head of Communication & Marketing at RTR Sports Marketing, where he has led the agency's editorial, digital, and SEO output since 2012. He holds a degree in Public, Political and Institutional Communication from the University of Bologna and began his career in sport at Virtus Bologna basketball before moving into motorsport. He lectures in sports marketing at 24ORE Business School and writes across Formula 1, MotoGP, and sponsorship strategy, overseeing RTR's multilingual content platform across 13 languages.","sameAs":["https:\/\/rtrsports.com","https:\/\/www.facebook.com\/rtrsportsmarketing","https:\/\/it.linkedin.com\/in\/emanueleventuroli","https:\/\/x.com\/twitter.com\/RTR_motoGP"],"url":"https:\/\/rtrsports.com\/cs\/author\/emanuele\/"}]}},"_links":{"self":[{"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/posts\/242589","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/comments?post=242589"}],"version-history":[{"count":4,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/posts\/242589\/revisions"}],"predecessor-version":[{"id":358741,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/posts\/242589\/revisions\/358741"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/media\/195600"}],"wp:attachment":[{"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/media?parent=242589"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/categories?post=242589"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/tags?post=242589"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}