{"id":242612,"date":"2023-08-01T07:50:02","date_gmt":"2023-08-01T05:50:02","guid":{"rendered":"https:\/\/rtrsports.com\/reklama-na-palube-a-na-obvodu-pri-sportovnich-akcich-jak-zapojit-verejnost-bez-problemu\/"},"modified":"2026-10-06T17:06:10","modified_gmt":"2026-10-06T15:06:10","slug":"reklama-na-palube-a-na-obvodu-pri-sportovnich-akcich-jak-zapojit-verejnost-bez-problemu","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/courtside-and-perimeter-advertising-in-sports-events-engaging-the-audience-seamlessly\/","title":{"rendered":"Reklama u trati: jak funguje a kdo ji prod\u00e1v\u00e1 ve Formuli 1 a v MotoGP"},"content":{"rendered":"

Pod\u00edvejte se na start Formule 1 a zkuste spo\u010d\u00edtat zna\u010dky. Ne ty na vozech, ale ty kolem nich. Bannery pod\u00e9l rovinky, n\u00e1pisy na z\u00eddk\u00e1ch, jm\u00e9na na tribun\u00e1ch a na mostech nad trat\u00ed. Nikdo je doopravdy ne\u010dte, a p\u0159esto je vid\u00ed v\u0161ichni, v ka\u017ed\u00e9m z\u00e1b\u011bru, po cel\u00fd z\u00e1vod.<\/p>\n

To je reklama u trati, neboli obvodov\u00e1 reklama: reklamn\u00ed plochy, kter\u00e9 obklopuj\u00ed m\u00edsto sout\u011b\u017ee. Najdeme ji t\u00e9m\u011b\u0159 v ka\u017ed\u00e9m sportu, od fotbalu po tenis, ale v motorsportu m\u00e1 vlastn\u00ed pravidla. Ve Formuli 1 a v MotoGP plochy neprod\u00e1v\u00e1 okruh, ale z velk\u00e9 \u010d\u00e1sti dr\u017eitel obchodn\u00edch pr\u00e1v \u0161ampion\u00e1tu. A \u010d\u00e1st t\u011bchto banner\u016f dnes existuje jen v televizi.<\/p>\n

Co je reklama u trati<\/h2>\n

Obvodov\u00e1 reklama zahrnuje v\u0161echny reklamn\u00ed plochy, kter\u00e9 vymezuj\u00ed prostor sout\u011b\u017ee: mantinely u h\u0159i\u0161t\u011b na stadionech, panely kolem tenisov\u00e9ho kurtu, bannery pod\u00e9l rovinek a \u00fanikov\u00fdch z\u00f3n okruhu. Postupn\u011b se z barvy a plachet staly oto\u010dn\u00e9 panely a nakonec LED obrazovky, kter\u00e9 b\u011bhem jedn\u00e9 akce n\u011bkolikr\u00e1t zm\u011bn\u00ed sd\u011blen\u00ed.<\/p>\n

Jejich hodnota spo\u010d\u00edv\u00e1 v jednoduch\u00e9 v\u011bci: jsou v z\u00e1b\u011bru. Kdo sleduje z\u00e1vod v televizi, nem\u016f\u017ee se jim vyhnout, proto\u017ee kamera sn\u00edm\u00e1 tra\u0165 a tra\u0165 je t\u011bmito zna\u010dkami obklopena. Proto cena plochy z\u00e1vis\u00ed hlavn\u011b na tom, kde se nach\u00e1z\u00ed: zat\u00e1\u010dka, na kter\u00e9 se kamery dlouho zdr\u017e\u00ed, m\u00e1 v\u011bt\u0161\u00ed hodnotu ne\u017e \u00fasek, kter\u00fd je vid\u011bt jen letmo.<\/p>\n

\"Reklama<\/p>\n

Kdo prod\u00e1v\u00e1 bannery ve Formuli 1 a v MotoGP<\/h2>\n

Tady se motorsport li\u0161\u00ed od fotbalu. Na stadionu prod\u00e1v\u00e1 reklamu u h\u0159i\u0161t\u011b obvykle klub nebo po\u0159adatel z\u00e1pasu. Ve Formuli 1 naopak reklamn\u00ed plochy b\u011bhem Velk\u00e9 ceny z velk\u00e9 \u010d\u00e1sti spravuje samotn\u00e1 Formule 1, tedy dr\u017eitel obchodn\u00edch pr\u00e1v, a vyu\u017e\u00edv\u00e1 je pro viditelnost sv\u00fdch glob\u00e1ln\u00edch partner\u016f. Po\u0159adatel\u00e9 z\u00e1vod\u016f historicky vyd\u011bl\u00e1vali hlavn\u011b na prodeji vstupenek; jen n\u011bkter\u00e9 Velk\u00e9 ceny, nap\u0159\u00edklad Monako, Braz\u00edlie, Singapur a Austr\u00e1lie, spravovaly \u010d\u00e1st reklamy samy, na z\u00e1klad\u011b zvl\u00e1\u0161tn\u00edch dohod s Formul\u00ed 1.<\/p>\n

V MotoGP je model podobn\u00fd. MotoGP Sports Entertainment Group (b\u00fdval\u00e1 Dorna, od roku 2025 ve vlastnictv\u00ed Liberty Media), kter\u00e1 dr\u017e\u00ed obchodn\u00ed a televizn\u00ed pr\u00e1va \u0161ampion\u00e1tu od roku 1992, zahrnuje p\u0159\u00edtomnost u trati do bal\u00ed\u010dk\u016f pro partnery a titul\u00e1rn\u00ed sponzo\u0159i jednotliv\u00fdch Velk\u00fdch cen z\u00edsk\u00e1vaj\u00ed viditelnost na okruhu z\u00e1vodu, kter\u00fd nese jejich jm\u00e9no.<\/p>\n

Praktick\u00fd d\u016fsledek je d\u016fle\u017eit\u00fd: kdo chce banner na Velk\u00e9 cen\u011b Formule 1 nebo MotoGP, obvykle nevol\u00e1 na okruh. Jedn\u00e1 se \u0161ampion\u00e1tem, p\u0159\u00edpadn\u011b s t\u00fdmem nebo agenturou, kter\u00e1 tento syst\u00e9m zn\u00e1. Podrobn\u011bji to vysv\u011btlujeme na na\u0161ich str\u00e1nk\u00e1ch o sponzoringu ve Formuli 1<\/a> a sponzoringu v MotoGP<\/a>.<\/p>\n

Od banner\u016f k virtu\u00e1ln\u00ed reklam\u011b<\/h2>\n

Jednu z nejd\u016fle\u017eit\u011bj\u0161\u00edch novinek z tribuny neuvid\u00edte. Formule 1 m\u00e1 pod kontrolou televizn\u00ed produkci z\u00e1vod\u016f a m\u016f\u017ee vkl\u00e1dat virtu\u00e1ln\u00ed bannery, tedy grafiku, kter\u00e1 se objevuje jen v televizn\u00edm sign\u00e1lu a na okruhu neexistuje. Jonny Haworth, \u0161\u00e9f obchodn\u00edch partnerstv\u00ed Formule 1, v listopadu 2025 vysv\u011btlil, \u017ee d\u00edky tomu lze b\u011bhem z\u00e1vodu m\u011bnit zna\u010dky a pos\u00edlat do r\u016fzn\u00fdch trh\u016f r\u016fzn\u00e9 sign\u00e1ly: zna\u010dka se m\u016f\u017ee objevit jen v zemi, kde prod\u00e1v\u00e1.<\/p>\n

Tak\u00e9 d\u00edky tomu Formule 1 prod\u00e1v\u00e1 region\u00e1ln\u00ed partnerstv\u00ed, jako je to s McDonald’s v Latinsk\u00e9 Americe, vedle jeden\u00e1cti glob\u00e1ln\u00edch partner\u016f, kter\u00e9 \u0161ampion\u00e1t m\u011bl na konci roku 2025. Pro firmu, kter\u00e1 nepot\u0159ebuje b\u00fdt vid\u011bt po cel\u00e9m sv\u011bt\u011b, je to vstupn\u00ed br\u00e1na, jak\u00e1 d\u0159\u00edv neexistovala.<\/p>\n

\"Obvodov\u00e1<\/p>\n

Pro\u010d funguje a kdy nesta\u010d\u00ed<\/h2>\n

Reklama u trati m\u00e1 dv\u011b siln\u00e9 str\u00e1nky. Prvn\u00ed je opakov\u00e1n\u00ed: zna\u010dka p\u0159\u00edtomn\u00e1 cel\u00fd v\u00edkend se objevuje neust\u00e1le, v p\u0159\u00edm\u00fdch p\u0159enosech, v sest\u0159iz\u00edch, na fotk\u00e1ch, kter\u00e9 koluj\u00ed po soci\u00e1ln\u00edch s\u00edt\u00edch. Druh\u00e1 je asociace: co je kolem trati, st\u00e1v\u00e1 se sou\u010d\u00e1st\u00ed p\u0159\u00edb\u011bhu z\u00e1vodu a p\u0159eb\u00edr\u00e1 kus jeho presti\u017ee a emoc\u00ed.<\/p>\n

M\u00e1 i zjevnou mez. Banner \u0159ekne jm\u00e9no, nevypr\u00e1v\u00ed p\u0159\u00edb\u011bh. S\u00e1m o sob\u011b buduje pov\u011bdom\u00ed, ale m\u00e1lokdy zm\u011bn\u00ed, jak lid\u00e9 zna\u010dku vn\u00edmaj\u00ed, nebo p\u0159ivede z\u00e1kazn\u00edky. Proto nejl\u00e9pe funguje jako sou\u010d\u00e1st \u0161ir\u0161\u00edho projektu s hospitality, obsahem a akcemi pro publikum: tomu \u0159\u00edk\u00e1me aktivace sponzoringu<\/a>.<\/p>\n

Jakou m\u00e1 hodnotu pro firmu<\/h2>\n

Stanovit jednu cenu obvodov\u00e9 reklamy nelze. Z\u00e1le\u017e\u00ed na \u0161ampion\u00e1tu, Velk\u00e9 cen\u011b, um\u00edst\u011bn\u00ed banneru, d\u00e9lce smlouvy a na tom, co k n\u011bmu pat\u0159\u00ed, proto\u017ee samotn\u00e1 plocha se kupuje jen z\u0159\u00eddka. Ve Formuli 1 vede p\u0159\u00edstup k banner\u016fm t\u00e9m\u011b\u0159 v\u017edy p\u0159es partnerskou smlouvu se \u0161ampion\u00e1tem, kter\u00fd pe\u010dliv\u011b chr\u00e1n\u00ed exkluzivitu sv\u00fdch glob\u00e1ln\u00edch partner\u016f.<\/p>\n

Spr\u00e1vn\u00e1 ot\u00e1zka tedy nezn\u00ed, kolik stoj\u00ed banner, ale jak\u00e9ho c\u00edle m\u00e1 dos\u00e1hnout. Pokud jde o to st\u00e1t se zn\u00e1m\u00fdm na konkr\u00e9tn\u00edm trhu, m\u016f\u017ee b\u00fdt region\u00e1ln\u00ed virtu\u00e1ln\u00ed reklama u\u017eite\u010dn\u011bj\u0161\u00ed ne\u017e skute\u010dn\u00fd banner viditeln\u00fd po cel\u00e9m sv\u011bt\u011b. Pokud jde o setk\u00e1n\u00ed s klienty, v\u00edc ne\u017e logo na z\u00eddce znamen\u00e1 hospitality. Reklama u trati je siln\u00fd n\u00e1stroj, ale po\u0159\u00e1d jen n\u00e1stroj.<\/p>\n

\r\n\r\n

\u010cast\u00e9 ot\u00e1zky o reklam\u011b u trati<\/b><\/h2>\r\n \r\n
\n
\r\n\r\n

\r\n Co je reklama u trati?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Jsou to reklamn\u00ed plochy kolem z\u00e1vodn\u00ed trati: bannery pod\u00e9l rovinek, n\u00e1pisy na z\u00eddk\u00e1ch, tribun\u00e1ch a mostech. Ve sportu obecn\u011b se mluv\u00ed o obvodov\u00e9 reklam\u011b nebo reklam\u011b u h\u0159i\u0161t\u011b. Jej\u00ed hodnota spo\u010d\u00edv\u00e1 v tom, \u017ee je vid\u011bt ve v\u0161ech televizn\u00edch z\u00e1b\u011brech.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Kdo prod\u00e1v\u00e1 reklamu u trati ve Formuli 1?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Z velk\u00e9 \u010d\u00e1sti Formule 1, dr\u017eitel obchodn\u00edch pr\u00e1v, kter\u00e1 ji vyu\u017e\u00edv\u00e1 pro sv\u00e9 partnery. Po\u0159adatel\u00e9 Velk\u00fdch cen vyd\u011bl\u00e1vaj\u00ed hlavn\u011b na vstupenk\u00e1ch; jen n\u011bkter\u00e9 akce spravovaly \u010d\u00e1st reklamn\u00edch ploch samy, na z\u00e1klad\u011b zvl\u00e1\u0161tn\u00edch dohod.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n A v MotoGP?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

V MotoGP pat\u0159\u00ed obchodn\u00ed a televizn\u00ed pr\u00e1va od roku 1992 b\u00fdval\u00e9 Dorn\u011b, dnes MotoGP Sports Entertainment Group, kter\u00e1 zahrnuje viditelnost u trati do bal\u00ed\u010dk\u016f pro partnery. Titul\u00e1rn\u00ed sponzo\u0159i jednotliv\u00fdch Velk\u00fdch cen z\u00edsk\u00e1vaj\u00ed viditelnost na okruhu z\u00e1vodu, kter\u00fd nese jejich jm\u00e9no.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Co je virtu\u00e1ln\u00ed reklama ve Formuli 1?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Jsou to bannery vlo\u017een\u00e9 digit\u00e1ln\u011b do televizn\u00edho sign\u00e1lu, kter\u00e9 na okruhu neexistuj\u00ed. Formule 1 je m\u016f\u017ee b\u011bhem z\u00e1vodu m\u011bnit a ukazovat na r\u016fzn\u00fdch trz\u00edch r\u016fzn\u00e9 zna\u010dky, co\u017e umo\u017e\u0148uje prod\u00e1vat region\u00e1ln\u00ed partnerstv\u00ed, jako je to s McDonald’s v Latinsk\u00e9 Americe.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Funguje obvodov\u00e1 reklama?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Funguje pro budov\u00e1n\u00ed pov\u011bdom\u00ed d\u00edky opakov\u00e1n\u00ed a spojen\u00ed s akc\u00ed. Sama o sob\u011b v\u0161ak \u0159ekne m\u00e1lo: nejlep\u0161\u00ed v\u00fdsledky p\u0159in\u00e1\u0161\u00ed jako sou\u010d\u00e1st \u0161ir\u0161\u00edho projektu s hospitality, obsahem a aktivacemi pro publikum.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Kolik stoj\u00ed banner u trati?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Jednotn\u00fd cen\u00edk neexistuje: cena z\u00e1vis\u00ed na \u0161ampion\u00e1tu, Velk\u00e9 cen\u011b, um\u00edst\u011bn\u00ed, d\u00e9lce smlouvy a zahrnut\u00fdch slu\u017eb\u00e1ch. Ve Formuli 1 a v MotoGP jsou plochy t\u00e9m\u011b\u0159 v\u017edy sou\u010d\u00e1st\u00ed \u0161ir\u0161\u00edch partnersk\u00fdch smluv se \u0161ampion\u00e1tem.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Pod\u00edvejte se na start Formule 1 a zkuste spo\u010d\u00edtat zna\u010dky. Ne ty na vozech, ale ty kolem nich. Bannery pod\u00e9l rovinky, n\u00e1pisy na z\u00eddk\u00e1ch, jm\u00e9na na tribun\u00e1ch a na mostech nad trat\u00ed. Nikdo je doopravdy ne\u010dte, a p\u0159esto je vid\u00ed v\u0161ichni, v ka\u017ed\u00e9m z\u00e1b\u011bru, po cel\u00fd z\u00e1vod. To je reklama u trati, neboli obvodov\u00e1 reklama: […]<\/p>\n","protected":false},"author":14,"featured_media":195375,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20232,20230,20229],"tags":[],"class_list":["post-242612","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formule-1-cs","category-sportovni-marketing","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"\nReklama u trati: jak funguje ve F1 a v MotoGP<\/title>\n<meta name=\"description\" content=\"Reklama u trati a obvodov\u00e1 reklama: kdo prod\u00e1v\u00e1 bannery ve Formuli 1 a v MotoGP, jak funguje virtu\u00e1ln\u00ed reklama a kdy se vyplat\u00ed zna\u010dk\u00e1m.\" \/>\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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