{"id":242675,"date":"2023-04-04T13:10:49","date_gmt":"2023-04-04T11:10:49","guid":{"rendered":"https:\/\/rtrsports.com\/porozumeni-hodnotam-a-cilum-kultury-sponzorstvi\/"},"modified":"2026-10-02T12:29:08","modified_gmt":"2026-10-02T10:29:08","slug":"porozumeni-hodnotam-a-cilum-kultury-sponzorstvi","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/understanding-sponsorship-culture-values-and-goals\/","title":{"rendered":"Hodnoty a c\u00edle sponzoringu v motorsportu: jak je sladit s kulturou t\u00fdmu"},"content":{"rendered":"<p><strong>Hodnoty a c\u00edle sponzoringu v motorsportu, ve zkratce: sponzoring obstoj\u00ed jen tehdy, kdy\u017e hodnoty zna\u010dky odpov\u00eddaj\u00ed kultu\u0159e t\u00fdmu a c\u00edle jsou m\u011b\u0159iteln\u00e9 od za\u010d\u00e1tku. Riziko je konkr\u00e9tn\u00ed: 5. b\u0159ezna 2022 Haas s okam\u017eitou platnost\u00ed ukon\u010dil hlavn\u00ed partnerstv\u00ed s Uralkali a smlouvu Nikity Mazepina po rusk\u00e9 invazi na Ukrajinu. Zde je metoda o \u0161esti kroc\u00edch s omezen\u00edmi ka\u017ed\u00e9ho z nich.<\/strong><\/p>\n<p><em>Aktualizov\u00e1no v \u0159\u00edjnu 2026.<\/em><\/p>\n<p>Obt\u00ed\u017en\u00e9 na sponzoringu nen\u00ed jeho podpis, ale v\u010das si v\u0161imnout, \u017ee t\u00fdm a zna\u010dka ne\u0159\u00edkaj\u00ed tot\u00e9\u017e, nebo \u017ee nikdo nerozhodl, \u010deho m\u00e1 dos\u00e1hnout. Tento pr\u016fvodce \u0159ad\u00ed \u0161est krok\u016f, od \u010dten\u00ed kultury t\u00fdmu po \u0159\u00edzen\u00ed vztahu, s jedn\u00edm ve\u0159ejn\u00fdm p\u0159\u00edpadem a daty o postoji fanou\u0161k\u016f ke sponzor\u016fm.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/felix-berger-c_j29bp8-4y-unsplash-scaled-1.jpg\" alt=\"Sv\u011bteln\u00e9 stopy aut v zat\u00e1\u010dce okruhu za soumraku\" width=\"267\" height=\"400\" \/><\/p>\n<h2>\u0160est krok\u016f ve zkratce<\/h2>\n<ul>\n<li>\u010c\u00edst kulturu t\u00fdmu: historie, vlastnictv\u00ed, z\u00e1kladna fanou\u0161k\u016f, st\u00e1vaj\u00edc\u00ed partne\u0159i, deklarovan\u00e9 hodnoty.<\/li>\n<li>Definovat hodnoty zna\u010dky: misi, vizi a c\u00edlov\u00e9 publikum.<\/li>\n<li>Ov\u011b\u0159it soulad: kde se hodnoty shoduj\u00ed, kde ne a co se stane v krizi.<\/li>\n<li>Stanovit m\u011b\u0159iteln\u00e9 c\u00edle: pov\u011bdom\u00ed, kontakty, prodeje, hospitality, reputaci.<\/li>\n<li>M\u011b\u0159it pomoc\u00ed ukazatel\u016f a n\u00e1stroj\u016f zvolen\u00fdch p\u0159ed podpisem.<\/li>\n<li>\u0158\u00eddit vztah v \u010dase: pravideln\u00e1 komunikace, p\u0159izp\u016fsoben\u00ed a jasn\u00e1 krit\u00e9ria prodlou\u017een\u00ed.<\/li>\n<\/ul>\n<h2>1. \u010c\u00edst kulturu t\u00fdmu<\/h2>\n<p>P\u0159ed sponzorov\u00e1n\u00edm se studuje historie, z\u00e1kladna fanou\u0161k\u016f, vlastnictv\u00ed, st\u00e1vaj\u00edc\u00ed partne\u0159i a deklarovan\u00e9 hodnoty t\u00fdmu. V motorsportu je to vid\u011bt v portfoli\u00edch partner\u016f: v roce 2025 Ferrari potvrdilo HP jako titul\u00e1rn\u00edho partnera pod n\u00e1zvem Scuderia Ferrari HP, p\u0159idalo IBM jako partnera pro zapojen\u00ed fanou\u0161k\u016f a anal\u00fdzu dat a UniCredit jako hlavn\u00edho partnera a ukon\u010dilo spolupr\u00e1ci s Bell, Riva, Palantir, Santander, Harman Automotive a Philip Morris (F1Technical). Portfolio, kter\u00e9 se posouv\u00e1 k technologi\u00edm a financ\u00edm, vypr\u00e1v\u00ed o kultu\u0159e a \u0159\u00edk\u00e1 ostatn\u00edm zna\u010dk\u00e1m, s k\u00fdm by sd\u00edlely livrej.<\/p>\n<p>Omezen\u00ed: kultura nen\u00ed v tiskov\u00fdch zpr\u00e1v\u00e1ch, ale v chov\u00e1n\u00ed, a m\u011bn\u00ed se. Je t\u0159eba ji \u010d\u00edst znovu p\u0159i ka\u017ed\u00e9m prodlou\u017een\u00ed.<\/p>\n<h2>2. Definovat hodnoty zna\u010dky<\/h2>\n<p>Mise, vize, c\u00edle a c\u00edlov\u00e9 publikum: hodnoty zna\u010dky se odvozuj\u00ed odtud, nikoli od t\u00fdmu. Hodnota, kterou zna\u010dka nepraktikuje, asociaci neunese.<\/p>\n<h2>3. Ov\u011b\u0159it soulad<\/h2>\n<p>Porovn\u00e1vaj\u00ed se bod po bodu deklarovan\u00e9 hodnoty, publikum, zp\u016fsob komunikace a chov\u00e1n\u00ed v krizi. Kde se neshoduj\u00ed, upust\u00ed se od toho, nebo se p\u00edsemn\u011b stanov\u00ed omezen\u00ed a v\u00fdstupn\u00ed klauzule.<\/p>\n<p>P\u0159\u00edpad Haas ukazuje riziko. Dne 5. b\u0159ezna 2022 t\u00fdm ozn\u00e1mil, \u017ee s okam\u017eitou platnost\u00ed ukon\u010dil hlavn\u00ed partnerstv\u00ed s Uralkali a smlouvu jezdce Nikity Mazepina po rusk\u00e9 invazi na Ukrajinu, a prohl\u00e1sil, \u017ee je ud\u00e1lostmi \u201e\u0161okov\u00e1n a zarmoucen\u201c; barvy rusk\u00e9 vlajky u\u017e z vozu odstranil b\u011bhem p\u0159edsezonn\u00edch test\u016f v Barcelon\u011b (Motor Sport Magazine, CBS Sports). Riziko asociace z\u00e1vis\u00ed i na ud\u00e1lostech mimo motorsport: je to n\u00e1\u0161 v\u00fdklad, ale pr\u00e1v\u011b proto se v\u00fdstupn\u00ed klauzule prob\u00edraj\u00ed p\u0159ed podpisem.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/michal-wojcik-qvm2gr1vsog-unsplash-600x400.jpg\" alt=\"Paddock a tribuny Velk\u00e9 ceny Formule 1 s hospitality stany a fanou\u0161ky, v pozad\u00ed tra\u0165\" width=\"600\" height=\"400\" \/><\/p>\n<h2>4. Stanovit m\u011b\u0159iteln\u00e9 c\u00edle<\/h2>\n<p>Typick\u00e9 c\u00edle jsou pov\u011bdom\u00ed, obchodn\u00ed kontakty, prodeje, hospitality a reputace. Mus\u00ed b\u00fdt konkr\u00e9tn\u00ed, m\u011b\u0159iteln\u00e9, dosa\u017eiteln\u00e9, relevantn\u00ed a \u010dasov\u011b ohrani\u010den\u00e9 a v souladu s celkovou marketingovou strategi\u00ed: r\u016fzn\u00e9 c\u00edle vy\u017eaduj\u00ed r\u016fzn\u00e9 vstupy a aktivace.<\/p>\n<p>Tr\u017en\u00ed kontext v\u00e1\u017e\u00ed: ve F1 vstup za\u010d\u00edn\u00e1 na minim\u00e1ln\u00ed \u00farovni 2 miliony dolar\u016f ro\u010dn\u011b, minim\u00e1ln\u011b dvou sezon\u00e1ch, bez jednotliv\u00e9ho z\u00e1vodu (RTR Sports Marketing, zji\u0161t\u011bn\u00ed ze z\u00e1\u0159\u00ed 2026) a c\u00edl mus\u00ed tento pr\u00e1h ospravedlnit. K postoji fanou\u0161k\u016f: glob\u00e1ln\u00ed pr\u016fzkum 2025 od Formule 1 a Motorsport Network, zalo\u017een\u00fd na v\u00edce ne\u017e 100 000 odpov\u011bd\u00edch velmi anga\u017eovan\u00fdch fanou\u0161k\u016f, uv\u00e1d\u00ed, \u017ee 76 % pova\u017euje sponzory za p\u0159\u00ednos pro sport a \u017ee ka\u017ed\u00fd t\u0159et\u00ed je ochotn\u011bj\u0161\u00ed nakupovat u partner\u016f F1 (Formula1.com). Je to n\u00e1zor nad\u0161enc\u016f na partnery \u0161ampion\u00e1tu, nikoli na jednu zna\u010dku, a nen\u00ed to prodejn\u00ed \u00fadaj.<\/p>\n<h2>5. M\u011b\u0159it v\u00fdnos<\/h2>\n<p>Ukazatele a n\u00e1stroje se vol\u00ed p\u0159ed podpisem: expozice zna\u010dky na obrazovce, pr\u016fzkumy, anal\u00fdzy soci\u00e1ln\u00edch s\u00edt\u00ed a webu, kontakty a prodeje. P\u0159\u00edklad z na\u0161eho archivu: na World Ducati Week 2000 vyvolala region\u00e1ln\u00ed investice 294,2 milionu lir ekonomick\u00fd dopad 13,8 miliardy lir, tedy pom\u011br 1 ku 46,9 (RTR Sports Marketing, archivn\u00ed data, Promozione Alberghiera Rimini), popsan\u00fd v <a href=\"https:\/\/rtrsports.com\/cs\/blog\/kolik-vynese-sportovni-sponzoring-pripadova-studie-ducati\/\">p\u0159\u00edpadov\u00e9 studii World Ducati Week<\/a>.<\/p>\n<p>Je to v\u00fdnos regionu, nikoli sponzorsk\u00e9 zna\u010dky, a poch\u00e1z\u00ed z doby p\u0159ed 26 lety: ukazuje, \u017ee v\u00fdnos lze m\u011b\u0159it, kdy\u017e se rozhodne, co m\u011b\u0159it, ne \u017ee je zaru\u010den. Po podpisu z\u00e1le\u017e\u00ed na <a href=\"https:\/\/rtrsports.com\/cs\/co-je-aktivace-sportovniho-sponzoringu\/\">aktivaci sportovn\u00edho sponzoringu<\/a>.<\/p>\n<h2>6. \u0158\u00eddit vztah v \u010dase<\/h2>\n<p>Sponzoring je dlouhodob\u00fd vztah: pravideln\u00e1 komunikace s t\u00fdmem, sledov\u00e1n\u00ed zm\u011bn v kultu\u0159e a na trhu, ochota p\u0159izp\u016fsobit strategii a naslouchat zp\u011btn\u00e9 vazb\u011b. Prodlou\u017een\u00ed nen\u00ed samoz\u0159ejm\u00e9 a rozhoduje se podle jasn\u00fdch krit\u00e9ri\u00ed, jak vysv\u011btluje pr\u016fvodce o tom, <a href=\"https:\/\/rtrsports.com\/cs\/blog\/obnovit-znovu-sjednat-nebo-zmenit-jak-se-rozhodnout-kdy-skonci-vas-sponzorsky-cyklus-v-motoristickem-sportu\/\">kdy sponzoring prodlou\u017eit, p\u0159ejednat nebo zm\u011bnit<\/a>.<\/p>\n<h2>Jak se zorientovat<\/h2>\n<p>K orientaci slou\u017e\u00ed str\u00e1nka o <a href=\"https:\/\/rtrsports.com\/cs\/vzorec-1-sponzorstvi\/\">sponzoringu ve Formuli 1<\/a>, ta o <a href=\"https:\/\/rtrsports.com\/cs\/sponzorstvi-motogp\/\">sponzoringu v MotoGP<\/a>, pr\u016fvodce o <a href=\"https:\/\/rtrsports.com\/cs\/blog\/vzorec-nakladu-1-sponzorstvi\/\">cen\u011b sponzoringu ve Formuli 1<\/a> a pro obecn\u00fd obraz \u010dl\u00e1nek o <a href=\"https:\/\/rtrsports.com\/cs\/blog\/vyhody-sportovniho-sponzoringu\/\">v\u00fdhod\u00e1ch sportovn\u00edho sponzoringu<\/a>.<\/p>\n<p>Hodnoty se deklaruj\u00ed v tiskov\u00e9 zpr\u00e1v\u011b. Ov\u011b\u0159uj\u00ed se v krizi.<\/p>\n<div class=\"new-blog-inline-cta\"><\/p><div><strong>Chcete dostat svou zna\u010dku do motorsportu?<\/strong><br \/>RTR Sports Marketing stav\u00ed sponzoringy v motorsportu od roku 1995.<\/div><p><a href=\"https:\/\/rtrsports.com\/cs\/vzorec-1-sponzorstvi\/\" class=\"btn\" style=\"white-space: nowrap; margin: 10px;\">Sponzoring Formule 1<\/a><br \/><\/div>\n<p><em>Obr\u00e1zky: Felix Berger a Michal Wojcik, Unsplash.<\/em><\/p>\n<p><strong>Zdroje<\/strong>: <a href=\"https:\/\/motorsportmagazine.com\/articles\/single-seaters\/f1\/haas-confirms-mazepin-contract-termination-ahead-of-2022-f1-season\" target=\"_blank\" rel=\"nofollow noopener\">Motor Sport Magazine, Haas ukon\u010duje vztah s Mazepinem a Uralkali<\/a>; <a href=\"https:\/\/www.cbssports.com\/motor-sports\/news\/haas-f1-team-drops-russian-driver-nikita-mazepin-following-countrys-invasion-of-ukraine\" target=\"_blank\" rel=\"nofollow noopener\">CBS Sports, Haas a Mazepin<\/a>; <a href=\"https:\/\/www.f1technical.net\/news\/26160\" target=\"_blank\" rel=\"nofollow noopener\">F1Technical, portfolio partner\u016f Ferrari v roce 2025<\/a>; <a href=\"https:\/\/www.formula1.com\/en\/latest\/article\/formula-1-and-motorsport-network-unveil-2025-global-fan-survey.4YqMebNy8BLaapyJfjzDXO\" target=\"_blank\" rel=\"nofollow noopener\">Formula1.com, Global Fan Survey 2025<\/a>; RTR Sports Marketing, zji\u0161t\u011bn\u00ed ze z\u00e1\u0159\u00ed 2026 o tr\u017en\u00edch praz\u00edch ve F1 a archiv RTR k p\u0159\u00edpadu World Ducati Week (Promozione Alberghiera Rimini).<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>\u010casto kladen\u00e9 ot\u00e1zky<\/b><\/h2>\r\n        \r\n        <\/p>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Pro\u010d na kultu\u0159e t\u00fdmu u sponzoringu z\u00e1le\u017e\u00ed?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nProto\u017ee umo\u017e\u0148uje zna\u010dce sladit sv\u00e9 hodnoty s hodnotami t\u00fdmu. Nedostatek souladu m\u016f\u017ee po\u0161kodit reputaci zna\u010dky, jak ukazuje p\u0159\u00edpad Haas a Uralkali z roku 2022.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Jak sladit hodnoty zna\u010dky s t\u00fdmem?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nNejprve se definuj\u00ed hodnoty zna\u010dky (mise, vize, publikum), pak se porovnaj\u00ed s hodnotami t\u00fdmu: deklarovan\u00fdmi, komunikovan\u00fdmi a projeven\u00fdmi v krizi. Kde se neshoduj\u00ed, upust\u00ed se od toho, nebo se p\u00edsemn\u011b stanov\u00ed omezen\u00ed a v\u00fdstupn\u00ed klauzule.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Co se stalo mezi Haasem a Uralkali?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nDne 5. b\u0159ezna 2022 Haas ozn\u00e1mil, \u017ee s okam\u017eitou platnost\u00ed ukon\u010dil hlavn\u00ed partnerstv\u00ed s Uralkali a smlouvu jezdce Nikity Mazepina po rusk\u00e9 invazi na Ukrajinu.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Jak\u00e9 c\u00edle m\u016f\u017ee m\u00edt sponzoring v motorsportu?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nPov\u011bdom\u00ed, obchodn\u00ed kontakty, prodeje, hospitality a reputaci. Mus\u00ed b\u00fdt konkr\u00e9tn\u00ed, m\u011b\u0159iteln\u00e9, dosa\u017eiteln\u00e9, relevantn\u00ed a \u010dasov\u011b ohrani\u010den\u00e9.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Jak se m\u011b\u0159\u00ed v\u00fdnos sponzoringu?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nP\u0159edem se zvol\u00ed ukazatele a n\u00e1stroje: expozice zna\u010dky na obrazovce, pr\u016fzkumy, anal\u00fdzy soci\u00e1ln\u00edch s\u00edt\u00ed a webu, kontakty a prodeje. P\u0159\u00edpadov\u00e1 studie World Ducati Week 2000 nap\u0159\u00edklad m\u011b\u0159\u00ed region\u00e1ln\u00ed dopad 1 ku 46,9 v\u016f\u010di region\u00e1ln\u00ed investici.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Kolik stoj\u00ed vstup do Formule 1 jako sponzor?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nMinim\u00e1ln\u00ed vstupn\u00ed \u00farove\u0148 je 2 miliony dolar\u016f ro\u010dn\u011b, nejm\u00e9n\u011b na dv\u011b sezony a bez jednotliv\u00e9ho z\u00e1vodu (RTR Sports Marketing, zji\u0161t\u011bn\u00ed ze z\u00e1\u0159\u00ed 2026). Podrobnosti jsou v pr\u016fvodci o <a href=\"https:\/\/rtrsports.com\/cs\/blog\/vzorec-nakladu-1-sponzorstvi\/\">cen\u011b sponzoringu ve Formuli 1<\/a>.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n<p>\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>Hodnoty a c\u00edle sponzoringu v motorsportu, ve zkratce: sponzoring obstoj\u00ed jen tehdy, kdy\u017e hodnoty zna\u010dky odpov\u00eddaj\u00ed kultu\u0159e t\u00fdmu a c\u00edle jsou m\u011b\u0159iteln\u00e9 od za\u010d\u00e1tku. Riziko je konkr\u00e9tn\u00ed: 5. b\u0159ezna 2022 Haas s okam\u017eitou platnost\u00ed ukon\u010dil hlavn\u00ed partnerstv\u00ed s Uralkali a smlouvu Nikity Mazepina po rusk\u00e9 invazi na Ukrajinu. Zde je metoda o \u0161esti kroc\u00edch s [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":194191,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20228],"tags":[],"class_list":["post-242675","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Hodnoty a c\u00edle sponzoringu v motorsportu<\/title>\n<meta name=\"description\" content=\"Hodnoty a c\u00edle sponzoringu v motorsportu: jak \u010d\u00edst kulturu t\u00fdmu, stanovit m\u011b\u0159iteln\u00e9 c\u00edle a \u0159\u00eddit vztah v \u010dase.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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