{"id":242696,"date":"2023-02-06T09:28:55","date_gmt":"2023-02-06T08:28:55","guid":{"rendered":"https:\/\/rtrsports.com\/heineken-in-formula-1-improbable-partnerstvi-2\/"},"modified":"2026-09-30T12:10:38","modified_gmt":"2026-09-30T10:10:38","slug":"heineken-in-formula-1-improbable-partnerstvi-2","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/heineken-in-formula-1-nepravdepodobne-partnerstvi\/","title":{"rendered":"Heineken ve F1: partnerstv\u00ed, odpov\u011bdn\u00e1 konzumace a prodlou\u017een\u00ed od 2027"},"content":{"rendered":"

Heineken je glob\u00e1ln\u00edm pivn\u00edm partnerem Formule 1 od roku 2016 a 5. listopadu 2025 ozn\u00e1mil v\u00edcelet\u00e9 prodlou\u017een\u00ed od roku 2027, se t\u0159emi nov\u00fdmi Velk\u00fdmi cenami, u nich\u017e je titul\u00e1rn\u00edm partnerem (Braz\u00edlie, Madrid a Silverstone), a pokra\u010dov\u00e1n\u00edm \u010c\u00edny a Las Vegas. J\u00e1drem dohody jsou Heineken 0.0 a kampa\u0148 \u201eWhen You Drive, Never Drink\u201c: pivn\u00ed zna\u010dka, kter\u00e1 sponzoruje sport rychlosti, si vybudovala d\u016fv\u011bryhodnost t\u00edm, \u017ee mluv\u00ed o odpov\u011bdn\u00e9 j\u00edzd\u011b.<\/strong><\/p>\n

Aktualizov\u00e1no v z\u00e1\u0159\u00ed 2026.<\/em><\/p>\n

Na pap\u00ed\u0159e je to nepravd\u011bpodobn\u00e9 partnerstv\u00ed: pivn\u00ed zna\u010dka spojen\u00e1 se sportem, v n\u011bm\u017e se jezd\u00ed extr\u00e9mn\u00edmi rychlostmi. P\u0159esto je Heineken jedn\u00edm z nejd\u00e9le p\u016fsob\u00edc\u00edch a nejzn\u00e1m\u011bj\u0161\u00edch sponzor\u016f modern\u00ed Formule 1 a pr\u00e1v\u011b prodlou\u017eil smlouvu v dob\u011b, kdy ozn\u00e1mil odchod z Ligy mistr\u016f. Pod\u00edvejme se, jak to za\u010dalo, jak Heineken odpov\u011bd\u011bl na kritiku a co se m\u011bn\u00ed od roku 2027.<\/p>\n

\"Heineken<\/p>\n

Jak vzniklo partnerstv\u00ed Heinekenu a Formule 1<\/h2>\n

Heineken a Formule 1 ozn\u00e1mily dohodu 9. \u010dervna 2016, s prvn\u00edmi aktivacemi na Velk\u00e9 cen\u011b It\u00e1lie v t\u00e9m\u017ee roce. Od sez\u00f3ny 2017 byl Heineken titul\u00e1rn\u00edm partnerem t\u0159\u00ed Velk\u00fdch cen ro\u010dn\u011b, s pr\u00e1vy na \u010depov\u00e1n\u00ed a akcemi spojen\u00fdmi se z\u00e1vodn\u00edmi v\u00edkendy, ale bez jak\u00e9koli zna\u010dky na vozech. Bernie Ecclestone, tehdej\u0161\u00ed gener\u00e1ln\u00ed \u0159editel skupiny Formula 1, mluvil o pr\u00e9miov\u00e9 zna\u010dce s prvot\u0159\u00eddn\u00ed marketingovou pov\u011bst\u00ed.<\/p>\n

Pokud jde o hodnotu, \u010d\u00edsla nikdy nebyla ofici\u00e1ln\u00ed: tisk uv\u00e1d\u011bl odhady od zhruba 150 milion\u016f dolar\u016f do zhruba 250 milion\u016f a nizozemsk\u00fd tisk psal o p\u011btilet\u00e9 dohod\u011b v hodnot\u011b 200 milion\u016f eur. Nebyla to prvn\u00ed velk\u00e1 sportovn\u00ed dohoda skupiny: Heineken sponzoruje Ligu mistr\u016f UEFA od roku 1994, nejprve se zna\u010dkou Amstel a od roku 2005 se zna\u010dkou Heineken.<\/p>\n

Kritika a odpov\u011b\u010f: odpov\u011bdn\u00e1 konzumace<\/h2>\n

Kdy\u017e byla dohoda ozn\u00e1mena, kritika p\u0159i\u0161la okam\u017eit\u011b. V \u010dervnu 2016 napsala European Alcohol Policy Alliance, kter\u00e1 zastupuje 57 organizac\u00ed ve\u0159ejn\u00e9ho zdrav\u00ed z 25 evropsk\u00fdch zem\u00ed, prezidentu FIA Jeanu Todtovi a tvrdila, \u017ee \u0159\u00edzen\u00ed pod vlivem alkoholu p\u0159isp\u00edv\u00e1 k v\u00edce ne\u017e 10 000 \u00famrt\u00edm ro\u010dn\u011b v Evropsk\u00e9 unii, a \u017e\u00e1dala ho, aby se od tohoto druhu sponzoringu distancoval, jako se to stalo u tab\u00e1ku.<\/p>\n

Odpov\u011bd\u00ed Heinekenu bylo postavit sponzoring na opa\u010dn\u00e9m sd\u011blen\u00ed. Od roku 2016 zna\u010dka spustila kampa\u0148 \u201eIf You Drive, Never Drink\u201c a prohl\u00e1sila, \u017ee 10 % sv\u00fdch celosv\u011btov\u00fdch medi\u00e1ln\u00edch v\u00fddaj\u016f v\u011bnuje program\u016fm odpov\u011bdn\u00e9 konzumace. V \u00fanoru 2020 se kampa\u0148 stala \u201eWhen You Drive, Never Drink\u201c, s filmem, v n\u011bm\u017e vystupuj\u00ed dva mist\u0159i sv\u011bta Formule 1, otec a syn Keke a Nico Rosbergovi, kte\u0159\u00ed spolu sout\u011b\u017e\u00ed v ka\u017edodenn\u00edch \u010dinnostech a doch\u00e1zej\u00ed k z\u00e1v\u011bru: nejlep\u0161\u00ed jezdec je ten, kdo nepije. Sd\u011blen\u00ed vych\u00e1z\u00ed z celosv\u011btov\u00e9ho v\u00fdzkumu, podle n\u011bho\u017e je p\u0159ehnan\u00e9 sebev\u011bdom\u00ed ve vlastn\u00ed schopnosti jednou z hlavn\u00edch p\u0159\u00ed\u010din \u0159\u00edzen\u00ed pod vlivem alkoholu.<\/p>\n

\"Heineken<\/p>\n

Heineken 0.0 a z\u00e1\u017eitek fanou\u0161k\u016f<\/h2>\n

Aby sponzoring fungoval, mus\u00ed se ob\u011b zna\u010dky st\u00e1t partnery, jako se to stalo mezi Petronasem a Mercedesem (p\u00ed\u0161eme o tom v \u010dl\u00e1nku o partnerstv\u00ed Petronas-Mercedes<\/a>). V p\u0159\u00edpad\u011b Heinekenu je p\u00e1kou Heineken 0.0: nealkoholick\u00e9 pivo umo\u017e\u0148uje oslovit publikum, kter\u00e9 \u0159\u00edd\u00ed, a z\u016fstat v souladu se sd\u011blen\u00edm o odpov\u011bdn\u00e9 konzumaci, a v\u00fdzkum, kter\u00fd zna\u010dka cituje, nazna\u010duje, \u017ee viditelnost nealkoholick\u00fdch alternativ pozitivn\u011b ovliv\u0148uje chov\u00e1n\u00ed za volantem.<\/p>\n

Dal\u0161\u00ed krok p\u0159i\u0161el 20. \u00fanora 2023: Max Verstappen se stal glob\u00e1ln\u00edm ambasadorem Heinekenu 0.0 a Red Bull se stal ofici\u00e1ln\u00edm partnerem zna\u010dky, s hern\u00ed iniciativou Player 0.0 zam\u011b\u0159enou na komunitu z\u00e1vodn\u00edch simul\u00e1tor\u016f. Je to zp\u016fsob, jak oslovit mlad\u00e9 publikum, ani\u017e by se alkohol stav\u011bl do st\u0159edu komunikace. Abyste pochopili, jak Heineken zapad\u00e1 do portfolia t\u00fdmu, p\u0159e\u010dt\u011bte si na\u0161i anal\u00fdzu sponzor\u016f Red Bull Racing<\/a>.<\/p>\n

Na stran\u011b akc\u00ed byl v listopadu 2022 ozn\u00e1men Heineken Silver jako titul\u00e1rn\u00ed partner prvn\u00ed Velk\u00e9 ceny Las Vegas, kter\u00e1 se jela 18. listopadu 2023: prvn\u00ed z\u00e1vod F1 v sobotu ve\u010der na m\u011bstsk\u00e9m okruhu, ide\u00e1ln\u00ed v\u00fdloha pro zna\u010dku, kter\u00e1 chce b\u00fdt uvnit\u0159 z\u00e1bavy, a ne jen vedle sportu.<\/p>\n

\"Heineken<\/p>\n

Prodlou\u017een\u00ed z roku 2025 a co se m\u011bn\u00ed od roku 2027<\/h2>\n

Dne 5. listopadu 2025 ozn\u00e1mily Formule 1 a Heineken v\u00edcelet\u00e9 prodlou\u017een\u00ed od roku 2027, jeho\u017e d\u00e9lka ani hodnota nebyly zve\u0159ejn\u011bny. Heineken se vr\u00e1t\u00ed jako titul\u00e1rn\u00ed partner t\u0159\u00ed Velk\u00fdch cen: Braz\u00edlie, Madridu a Silverstone, a prodlou\u017e\u00ed sponzoring Velk\u00fdch cen \u010c\u00edny a Las Vegas. Dohoda zahrnuje tak\u00e9 zna\u010dku u trati, hospitality v Paddock Clubu a produkty v co-brandingu, s Heinekenem 0.0 jako propaga\u010dn\u00ed prioritou. S prodlou\u017een\u00edm Heineken tak\u00e9 spustil prvn\u00ed sez\u00f3nn\u00ed vstupenku F1, platnou pro rok 2026: kartu z uhl\u00edkov\u00fdch vl\u00e1ken, kter\u00e1 d\u00e1v\u00e1 dr\u017eiteli a jednomu hostu p\u0159\u00edstup na v\u0161echny Velk\u00e9 ceny roku, v\u010detn\u011b dopravy a ubytov\u00e1n\u00ed.<\/p>\n

Kontext tuto volbu vysv\u011btluje. V materi\u00e1lech k prodlou\u017een\u00ed Heineken cituje fanou\u0161kovskou z\u00e1kladnu Formule 1 o velikosti 827 milion\u016f, oproti 400 milion\u016fm unik\u00e1tn\u00edch televizn\u00edch div\u00e1k\u016f ro\u010dn\u011b uv\u00e1d\u011bn\u00fdm v roce 2016 (jsou to r\u016fzn\u00e9 m\u00edry, ale r\u016fst je z\u0159ejm\u00fd). Ve stejn\u00fdch m\u011bs\u00edc\u00edch Heineken ozn\u00e1mil, \u017ee v srpnu 2027 po v\u00edce ne\u017e t\u0159iceti letech opust\u00ed Ligu mistr\u016f, \u201estrategick\u00fdm\u201c rozhodnut\u00edm zalo\u017een\u00fdm na v\u00fddaj\u00edch \u00fam\u011brn\u00fdch vytvo\u0159en\u00e9 hodnot\u011b, a Formuli 1 si ponech\u00e1. Je to siln\u00fd sign\u00e1l, kde dnes zna\u010dka vid\u00ed n\u00e1vratnost sv\u00fdch v\u00fddaj\u016f na sponzoring.<\/p>\n

Pou\u010den\u00ed pro sponzory v citliv\u00e9 kategorii<\/h2>\n

P\u0159\u00edb\u011bh Heineken-F1 u\u010d\u00ed t\u0159i v\u011bci ka\u017ed\u00e9ho, kdo investuje do kategori\u00ed, kter\u00e9 p\u0159itahuj\u00ed kritiku, jako je alkohol, s\u00e1zen\u00ed nebo energetick\u00e9 n\u00e1poje. Za prv\u00e9: odpov\u011b\u010f na kritiku mus\u00ed b\u00fdt v\u011bcn\u00e1, ne kosmetick\u00e1, a zde se stala produktem (0.0), kampan\u00ed a ambasadorem. Za druh\u00e9: sponzoring vydr\u017e\u00ed roky, pokud se zna\u010dka stane partnerem \u0161ampion\u00e1tu, a ne jen logem. Za t\u0159et\u00ed: d\u00e9lka buduje d\u016fv\u011bru a deset let po prvn\u00ed dohod\u011b zna\u010dka nejen prodlu\u017euje, ale roz\u0161i\u0159uje se na nov\u00e9 z\u00e1vody.<\/p>\n

Dnes t\u00e9m\u011b\u0159 v\u0161echny t\u00fdmy Formule 1 po\u017eaduj\u00ed minim\u00e1ln\u00ed z\u00e1vazek na dva roky a pod 2 miliony dolar\u016f ro\u010dn\u011b u\u017e se ned\u00e1 koupit nic. \u00darovn\u011b investic najdete v na\u0161em pr\u016fvodci n\u00e1klady na sponzoring ve Formuli 1<\/a> a aby se dohoda vyplatila, jsou pot\u0159eba konkr\u00e9tn\u00ed n\u00e1pady na aktivaci v motorsportu<\/a>.<\/p>\n

<\/p>
Chcete dostat svou zna\u010dku do Formule 1?<\/strong>
RTR Sports Marketing stav\u00ed sponzoringy v motorsportu od roku 1995.<\/div>

Sponzoring ve Formuli 1<\/a>
<\/div>\n

Zdroje<\/strong>: Formula 1, dohoda s Heinekenem z roku 2016<\/a>; RaceFans, dopis Jeanu Todtovi<\/a>; GrandPrix247, hodnota dohody<\/a>; Heineken, kampa\u0148 When You Drive, Never Drink<\/a>; GrandPrix247, Verstappen a Heineken 0.0<\/a>; Heineken, prodlou\u017een\u00ed s F1 z roku 2025<\/a>; Sportcal, prodlou\u017een\u00ed<\/a>; Global Drinks Intel, odchod z Ligy mistr\u016f<\/a>.<\/p>\n

\r\n\r\n

\u010casto kladen\u00e9 ot\u00e1zky<\/b><\/h2>\r\n \r\n <\/p>\n
\r\n\r\n

\r\n Jak dlouho Heineken sponzoruje Formuli 1?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\nOd roku 2016: dohoda s Formul\u00ed 1 byla ozn\u00e1mena 9. \u010dervna toho roku. Od roku 2017 je Heineken titul\u00e1rn\u00edm partnerem t\u0159\u00ed Velk\u00fdch cen ro\u010dn\u011b a v listopadu 2025 ozn\u00e1mil v\u00edcelet\u00e9 prodlou\u017een\u00ed od roku 2027.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \n

\r\n\r\n

\r\n Kolik stoj\u00ed sponzoring Heinekenu ve Formuli 1?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\nOfici\u00e1ln\u00ed \u010d\u00edsla neexistuj\u00ed. V roce 2016 tisk uv\u00e1d\u011bl odhady mezi zhruba 150 a zhruba 250 miliony dolar\u016f za v\u00edceletou dohodu a u prodlou\u017een\u00ed od roku 2027 nebyla zve\u0159ejn\u011bna \u017e\u00e1dn\u00e1 hodnota.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \n

\r\n\r\n

\r\n Pro\u010d pivn\u00ed zna\u010dka sponzoruje motorsport?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\nKv\u016fli glob\u00e1ln\u00ed viditelnosti Formule 1 a aby vybudovala sd\u011blen\u00ed o odpov\u011bdn\u00e9 konzumaci. Heineken odpov\u011bd\u011bl na kritiku kampan\u00ed \u201eWhen You Drive, Never Drink\u201c a nealkoholick\u00fdm pivem Heineken 0.0, kter\u00e9 je propaga\u010dn\u00ed prioritou prodlou\u017een\u00ed.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \n

\r\n\r\n

\r\n Kter\u00e9 Velk\u00e9 ceny bude Heineken sponzorovat od roku 2027?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\nHeineken bude titul\u00e1rn\u00edm partnerem Velk\u00fdch cen Braz\u00edlie, Madridu a Silverstone a prodlou\u017e\u00ed sponzoring \u010c\u00edny a Las Vegas. Dohoda zahrnuje tak\u00e9 zna\u010dku u trati, hospitality v Paddock Clubu a produkty v co-brandingu.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \n

\r\n\r\n

\r\n Kdo je ambasadorem Heinekenu 0.0 ve Formuli 1?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\nMax Verstappen, jmenovan\u00fd glob\u00e1ln\u00edm ambasadorem Heinekenu 0.0 dne 20. \u00fanora 2023, kdy se Red Bull stal ofici\u00e1ln\u00edm partnerem zna\u010dky. Spole\u010dn\u011b spustili Player 0.0, hern\u00ed iniciativu pro komunitu z\u00e1vodn\u00edch simul\u00e1tor\u016f.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \n

\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Nejv\u011bt\u0161\u00ed evropsk\u00e1 pivn\u00ed spole\u010dnost Heineken nav\u00e1zala v posledn\u00edch letech siln\u00e9 partnerstv\u00ed s Formul\u00ed 1. P\u0159\u00ednosy byly oboustrann\u00e9, proto\u017ee r\u016fst jejich kampan\u011b za zodpov\u011bdn\u00e9 pit\u00ed alkoholu pomohl ob\u011bma zna\u010dk\u00e1m prosadit d\u016fle\u017eit\u00e9 poselstv\u00ed pro fanou\u0161ky F1.<\/p>\n","protected":false},"author":2,"featured_media":193566,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20233,20229],"tags":[],"class_list":["post-242696","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formule1","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"\nHeineken F1: partnerstv\u00ed, 0.0 a prodlou\u017een\u00ed od 2027<\/title>\n<meta name=\"description\" content=\"Heineken ve Formuli 1 od roku 2016: vznik partnerstv\u00ed, kampa\u0148 odpov\u011bdn\u00e9 konzumace, Heineken 0.0 a prodlou\u017een\u00ed od 2027 s 5 titul\u00e1rn\u00edmi Velk\u00fdmi cenami.\" 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