{"id":242696,"date":"2024-01-30T09:25:16","date_gmt":"2024-01-30T08:25:16","guid":{"rendered":"https:\/\/rtrsports.com\/heineken-in-formula-1-improbable-partnerstvi-2\/"},"modified":"2025-07-04T13:27:51","modified_gmt":"2025-07-04T11:27:51","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 Formuli 1: Nepravd\u011bpodobn\u00e9 partnerstv\u00ed"},"content":{"rendered":"<p><iframe loading=\"lazy\" title=\"Heineken in Formula 1: An unlikely partnership\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/UQoUGiQpG7s?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2>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 jsou 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.<\/h2>\n<p>V roce 2016 podepsala spole\u010dnost Heineken p\u011btiletou sponzorskou smlouvu s Formul\u00ed 1 po\u010d\u00ednaje sez\u00f3nou 2017. R\u016fzn\u00e9 zdroje uv\u00e1d\u011bj\u00ed, \u017ee hodnota smlouvy se pohybuje v <a href=\"https:\/\/www.theguardian.com\/sport\/2016\/may\/17\/formula-one-sponsorship-deal-heineken\"> rozmez\u00ed 150-250<\/a><a href=\"https:\/\/www.foxsports.com.au\/motorsport\/formula-one\/f1-heineken-signs-337-million-deal-to-become-the-global-beer-partner-of-formula-1\/news-story\/3117522ce1eb309df9cb89e591794c21\"> milion\u016f<\/a> dolar\u016f! Toto partnerstv\u00ed nen\u00ed prvn\u00edm partnerstv\u00edm spole\u010dnosti Heineken ve sv\u011bt\u011b sportu, nebo\u0165 navazuje na dal\u0161\u00ed \u00fasp\u011b\u0161n\u00e1 partnerstv\u00ed s Ligou mistr\u016f UEFA a mistrovstv\u00edm sv\u011bta v ragby.<\/p>\n<p>Z d\u00e1lky to m\u016f\u017ee vypadat jako jednoduch\u00e1 sponzorsk\u00e1 smlouva. <a href=\"https:\/\/www.heineken.co.uk\/\">Heineken<\/a> je jednou z p\u0159edn\u00edch sv\u011btov\u00fdch pivovarnick\u00fdch spole\u010dnost\u00ed, zat\u00edmco Formule 1 je jedn\u00edm z nejpopul\u00e1rn\u011bj\u0161\u00edch sport\u016f na sv\u011bt\u011b s celosv\u011btovou fanou\u0161kovskou z\u00e1kladnou. Jejich partnerstv\u00ed jist\u011b nepot\u0159ebuje \u017e\u00e1dn\u00e9 vysv\u011btlen\u00ed? Heineken t\u011b\u017e\u00ed z toho, \u017ee je titul\u00e1rn\u00edm partnerem rychle se rozv\u00edjej\u00edc\u00edho sportu, kter\u00fd nab\u00edz\u00ed obrovsk\u00e9 komer\u010dn\u00ed a z\u00e1bavn\u00e9 p\u0159\u00edle\u017eitosti, zat\u00edmco F1 z\u00edsk\u00e1v\u00e1 finan\u010dn\u00ed prost\u0159edky z velk\u00fdch sponzorsk\u00fdch poplatk\u016f. Kdy\u017e se v\u0161ak zam\u011b\u0159\u00edte na slona v m\u00edstnosti, pochop\u00edte, \u017ee toto partnerstv\u00ed ve skute\u010dnosti nen\u00ed tak jednoduch\u00e9&#8230;<\/p>\n<h2>Ofici\u00e1ln\u00ed <strong id=\"js-phrase\">sponzor piva F1<\/strong><\/h2>\n<p>Je d\u016fle\u017eit\u00e9 si uv\u011bdomit, \u017ee Heineken je <strong>pivn\u00ed<\/strong> spole\u010dnost a F1 je sport, ve kter\u00e9m se ka\u017ed\u00fd druh\u00fd v\u00edkend utk\u00e1vaj\u00ed superauta. Kdy\u017e bylo ozn\u00e1meno partnerstv\u00ed v roli ofici\u00e1ln\u00edho pivn\u00edho sponzora, kritici hodn\u011b upozor\u0148ovali na nebezpe\u010dnou kombinaci alkoholu a \u0159\u00edzen\u00ed &#8211; nato\u017e z\u00e1vod\u011bn\u00ed v rychlosti p\u0159es 200 km\/h. Mnoz\u00ed byli znepokojeni t\u00edm, \u017ee p\u0159edn\u00ed sv\u011btov\u00fd motoristick\u00fd sport je ve\u0159ejn\u011b spojov\u00e1n s velk\u00fdm zabij\u00e1kem na silnic\u00edch, a mezi znepokojen\u00fdmi byla i Evropsk\u00e1 aliance pro alkoholovou politiku. Tato organizace zastupuje 57 organizac\u00ed zab\u00fdvaj\u00edc\u00edch se ve\u0159ejn\u00fdm zdrav\u00edm a usiluje o sn\u00ed\u017een\u00ed \u0161kod zp\u016fsoben\u00fdch alkoholem ve 25 evropsk\u00fdch zem\u00edch. V roce 2016 vyj\u00e1d\u0159ily sv\u00e9 obavy v dopise adresovan\u00e9m Mezin\u00e1rodn\u00ed automobilov\u00e9 asociaci FIA, v n\u011bm\u017e upozornily na skute\u010dnost, \u017ee <a href=\"https:\/\/www.racefans.net\/2016\/06\/14\/f1s-heineken-sponsorship-deal-criticised-in-letter-to-todt\/#:~:text=Formula%20One's%20%24150%20million%20sponsorship,to%20FIA%20president%20Jean%20Todt.\">\u0159\u00edzen\u00ed pod vlivem alkoholu p\u0159isp\u00edv\u00e1 v EU k v\u00edce ne\u017e 10 000 \u00famrt\u00edm ro\u010dn\u011b<\/a>. F1 a Heineken na to reagovaly kampan\u00ed &#8222;P\u0159em\u00fd\u0161lej, ne\u017e bude\u0161 \u0159\u00eddit&#8220;. Slogany kampan\u011b nelze na z\u00e1vodech F1 p\u0159ehl\u00e9dnout &#8211; jsou v\u0161ude a pomohly prolomit stigma, kter\u00e9 toto partnerstv\u00ed obklopuje.<\/p>\n<p>P\u0159e\u010dt\u011bte si v\u00edce o t\u00e9to kampani a slo\u017eitostech nepravd\u011bpodobn\u00e9ho partnerstv\u00ed Heinekenu a F1&#8230;<\/p>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-105066\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/heinkeken-f1-2.jpg\" alt=\"heinkeken-f1-2\" width=\"400\" height=\"400\" \/><\/h3>\n<h3>Co zahrnuje dohoda: &#8222;Kdy\u017e \u0159\u00edd\u00edte, nikdy nepijte<\/h3>\n<p>Smlouva, kter\u00e1 plat\u00ed do konce roku 2023, poskytuje spole\u010dnosti Heineken titul\u00e1rn\u00ed sponzorstv\u00ed 3 z\u00e1vod\u016f v sez\u00f3n\u011b a zna\u010dku na dal\u0161\u00edch 6 z\u00e1vodech. Pro spole\u010dnost Heineken to bylo atraktivn\u00ed, proto\u017ee si uv\u011bdomila vzestupn\u00fd trend F1, kter\u00e1 <a href=\"https:\/\/rtrsports.com\/cs\/blog\/formula-1-v-nas-co-je-za-jeho-vznikem-popularity\/\">v posledn\u00edch letech pronik\u00e1 na nov\u00e9 trhy.<\/a> Gianluca Di Tondo, vrchn\u00ed \u0159editel zna\u010dky Heineken, \u0159ekl: &#8222;Toto partnerstv\u00ed dopl\u0148uje na\u0161e st\u00e1vaj\u00edc\u00ed glob\u00e1ln\u00ed platformy a umo\u017e\u0148uje n\u00e1m oslovit obrovsk\u00fd po\u010det div\u00e1k\u016f F1 a 400 milion\u016f unik\u00e1tn\u00edch televizn\u00edch div\u00e1k\u016f ro\u010dn\u011b. Krom\u011b toho Di Tondo zd\u016fraznil jejich z\u00e1m\u011br roz\u0161\u00ed\u0159it spole\u010dn\u011b se sportem platformu zna\u010dky pro zodpov\u011bdn\u00e9 pit\u00ed alkoholu. To by m\u011blo usnadnit pochopen\u00ed toho, pro\u010d se Heineken rozhodl sponzorovat F1 &#8211; neexistuje lep\u0161\u00ed m\u00edsto, kde by mohl propagovat sv\u00e9 poselstv\u00ed proti \u0159\u00edzen\u00ed pod vlivem alkoholu, ne\u017e na z\u00e1vodn\u00edm okruhu F1.<\/p>\n<p>Spolupr\u00e1ce se soust\u0159ed\u00ed na slogan &#8222;Kdy\u017e \u0159\u00edd\u00ed\u0161, nikdy nepij&#8220; a do\u0161lo k propojen\u00ed kampan\u00ed obou zna\u010dek zam\u011b\u0159en\u00fdch na zodpov\u011bdn\u00e9 pit\u00ed alkoholu. Bernie Ecclestone, tehdej\u0161\u00ed gener\u00e1ln\u00ed \u0159editel Formule 1, uvedl, \u017ee uva\u017eoval o zah\u00e1jen\u00ed kampan\u011b &#8222;P\u0159em\u00fd\u0161lej, ne\u017e bude\u0161 \u0159\u00eddit&#8220; na z\u00e1vodech F1. Je tedy snadn\u00e9 pochopit, pro\u010d toto partnerstv\u00ed d\u00e1v\u00e1 smysl &#8211; nejde jen o finan\u010dn\u00ed zisk, ale tak\u00e9 o prosazen\u00ed d\u016fle\u017eit\u00e9ho spole\u010dn\u00e9ho poselstv\u00ed.<\/p>\n<p>Kampa\u0148 &#8222;<strong>Kdy\u017e \u0159\u00edd\u00ed\u0161, nikdy nepij<\/strong>&#8220; byla zah\u00e1jena v \u00fanoru 2020 <a href=\"https:\/\/www.youtube.com\/watch?v=iN3pKkuYqtM\">kr\u00e1tk\u00fdm filmem s legendami F1 <em>Keke<\/em> a <em>Nico Rosenbergov\u00fdmi<\/em><\/a>. Reklama vyu\u017e\u00edv\u00e1 dva b\u00fdval\u00e9 mistry sv\u011bta, otce a syna, aby zd\u016fraznila, \u017ee bez ohledu na to, jak sebev\u011bdom\u00fd \u0159idi\u010d jste, nikdy byste nem\u011bli \u0159\u00eddit pod vlivem alkoholu &#8211; kon\u010d\u00ed cit\u00e1tem: &#8222;Lep\u0161\u00ed \u0159idi\u010d je ten, kter\u00fd nepije&#8220;.<\/p>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-105059\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/heineken-f1-3-400x400.jpg\" alt=\"heineken-f1-3\" width=\"400\" height=\"400\" \/><\/h3>\n<h3>Jak Heineken m\u011bn\u00ed z\u00e1\u017eitky fanou\u0161k\u016f<\/h3>\n<p>Aby byl sponzoring \u00fasp\u011b\u0161n\u00fd, mus\u00ed se ob\u011b zna\u010dky st\u00e1t partnery. D\u016fkazem toho <a href=\"https:\/\/rtrsports.com\/cs\/blog\/the-petronas-mercedes-f1-sponsorship-creating-great-partnerships-from-sponsorship-deals\/\">je i samotn\u00e1 F1, kde se Petronas a Mercedes spojily, aby v roce 2010 dominovaly tomuto sportu<\/a>. Zat\u00edmco F1 samoz\u0159ejm\u011b profitovala z toho, \u017ee se stala sou\u010d\u00e1st\u00ed kampan\u011b spole\u010dnosti Heineken zam\u011b\u0159en\u00e9 na zodpov\u011bdn\u00e9 pit\u00ed alkoholu, spole\u010dnost Heineken tak\u00e9 pomohla zv\u00fd\u0161it interaktivitu sportu pro fanou\u0161ky. Na r\u016fzn\u00fdch v\u00edkendech z\u00e1vod\u016f F1 po\u0159\u00e1d\u00e1 z\u00e1bavn\u00e9 akce a na soci\u00e1ln\u00edch s\u00edt\u00edch zve\u0159ej\u0148uje pro fanou\u0161ky poutav\u00fd obsah.<\/p>\n<p>N\u00e1v\u0161t\u011bvn\u00edci Grand Prix si mohou mimo jin\u00e9 vychutnat drink ve fanou\u0161kovsk\u00e9 z\u00f3n\u011b, z\u00fa\u010dastnit se aktivit, jako je Pitstop Challenge, nebo vyzkou\u0161et simul\u00e1tory voz\u016f Esports. Pro fanou\u0161ky, kte\u0159\u00ed sleduj\u00ed z\u00e1vody doma, p\u0159ipravily spole\u010dnosti Heineken a F1 sout\u011b\u017ee o ceny, jako je speci\u00e1ln\u00ed <a href=\"https:\/\/www.formula1.com\/en\/latest\/article.competition-win-your-very-own-pit-wall-bar-from-heineken.6EJHtriJJWydUDA35pKw4T.html\">Pit Wall Bar,<\/a> kter\u00fd je vybaven n\u011bkolika obrazovkami, sluch\u00e1tky z\u00e1vodn\u00edho t\u00fdmu a samoz\u0159ejm\u011b kohoutkem Heineken 0.0!<\/p>\n<p>Krom\u011b t\u011bchto zaj\u00edmav\u00fdch aktivit spole\u010dnost Heineken tak\u00e9 pom\u00e1h\u00e1 zvy\u0161ovat online anga\u017eovanost p\u0159i p\u0159\u00edprav\u011b na Velkou cenu, proto\u017ee provozuje zna\u010dkov\u00e1 m\u00e9dia se z\u00e1b\u011bry z F1 &#8211; v\u010detn\u011b rozhovor\u016f, nejzaj\u00edmav\u011bj\u0161\u00edch moment\u016f atd.<\/p>\n<p>V lo\u0148sk\u00e9m roce, p\u0159ed prvn\u00ed Velkou cenou Miami, byla kampa\u0148 &#8222;Kdy\u017e \u0159\u00edd\u00ed\u0161, nikdy nepij&#8220; osv\u011b\u017eena novou reklamou s jezdci <em>Danielem Ricciardem<\/em> a <em>Sergiem Perezem <\/em>v hlavn\u00edch rol\u00edch. Ve m\u011bst\u011b proslul\u00e9m sv\u00fdm no\u010dn\u00edm \u017eivotem se fanou\u0161ci op\u011bt dozv\u011bd\u011bli o d\u016fle\u017eit\u00e9m poselstv\u00ed obou zna\u010dek. Aby Heineken povzbudil fanou\u0161ky k bezpe\u010dn\u00e9 j\u00edzd\u011b o tomto v\u00edkendu, spojil se s Uberem a nab\u00eddl slevov\u00e9 k\u00f3dy po cel\u00fdch Spojen\u00fdch st\u00e1tech.<\/p>\n<p>Po titul\u00e1rn\u00edm sponzorovi \u00favodn\u00ed Velk\u00e9 ceny Miami bylo ned\u00e1vno ozn\u00e1meno, \u017ee Heineken bude tak\u00e9 titul\u00e1rn\u00edm sponzorem jednoho z nejo\u010dek\u00e1van\u011bj\u0161\u00edch z\u00e1vod\u016f v <a href=\"https:\/\/rtrsports.com\/cs\/blog\/official-2023-f1-calendar-24-races-9-months-of-competition\/\">kalend\u00e1\u0159i F1 v roce 2023 &#8211;<\/a> Velk\u00e9 ceny Las Vegas.<\/p>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-105073\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/heinkenen-f1-1-400x400.jpg\" alt=\"heinkenen-f1-1\" width=\"400\" height=\"400\" \/><\/h3>\n<h3>Konec pozn\u00e1mky<\/h3>\n<p>Vliv spole\u010dnosti Heineken v F1 st\u00e1le roste, proto\u017ee ned\u00e1vno podepsala smlouvu s t\u00fdmem Red Bull F1, d\u00edky n\u00ed\u017e se jej\u00ed ikonick\u00e9 logo objev\u00ed na helm\u011b \u00fa\u0159aduj\u00edc\u00edho mistra sv\u011bta Maxe Verstappena. P\u0159ed p\u00e1r lety tato zpr\u00e1va mo\u017en\u00e1 vyvolala kritiku fanou\u0161k\u016f, kte\u0159\u00ed se pochopiteln\u011b ob\u00e1vali rostouc\u00ed p\u0159\u00edtomnosti alkoholu v F1. Spole\u010dnost Heineken v\u0161ak ud\u011blala dob\u0159e, \u017ee kritiky uml\u010dela sv\u00fdmi p\u0159esv\u011bd\u010div\u00fdmi iniciativami jako ofici\u00e1ln\u00ed sponzor piva F1, a d\u00edky tomu zajistila, \u017ee v\u0161echny strany budou m\u00edt z tohoto zvl\u00e1\u0161tn\u00edho partnerstv\u00ed maxim\u00e1ln\u00ed u\u017eitek.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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":[20277],"tags":[],"class_list":["post-242696","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp-10-7"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Heineken ve Formuli 1: Nepravd\u011bpodobn\u00e9 partnerstv\u00ed<\/title>\n<meta name=\"description\" content=\"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. 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