{"id":242697,"date":"2024-01-30T09:25:18","date_gmt":"2024-01-30T08:25:18","guid":{"rendered":"https:\/\/rtrsports.com\/the-petronas-mercedes-f1-sponzorstvi-vytvareni-velkych-partnerstvi-z-smluv\/"},"modified":"2025-07-04T13:27:48","modified_gmt":"2025-07-04T11:27:48","slug":"the-petronas-mercedes-f1-sponzorstvi-vytvareni-velkych-partnerstvi-z-smluv","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/the-petronas-mercedes-f1-sponsorship-creating-great-partnerships-from-sponsorship-deals\/","title":{"rendered":"Sponzorstv\u00ed Petronas – Mercedes F1: vytv\u00e1\u0159en\u00ed skv\u011bl\u00fdch partnerstv\u00ed na z\u00e1klad\u011b sponzorsk\u00fdch smluv"},"content":{"rendered":"

Petronas – Mercedes F1: vytv\u00e1\u0159en\u00ed skv\u011bl\u00fdch partnerstv\u00ed na z\u00e1klad\u011b sponzorsk\u00fdch smluv<\/strong><\/h2>\n

Partnerstv\u00ed Petronas-Mercedes je dokonal\u00fdm p\u0159\u00edkladem toho, \u017ee sponzorstv\u00ed se mus\u00ed st\u00e1t partnerstv\u00edm, aby se maximalizovaly odm\u011bny. Ob\u011b zna\u010dky si vz\u00e1jemn\u011b pomohly k v\u00edt\u011bzstv\u00edm ve sv\u00fdch oborech… <\/em><\/strong><\/h3>\n

Petronas<\/strong> se stal titul\u00e1rn\u00edm a technick\u00fdm partnerem t\u00fdmu Mercedes-AMG ve formuli 1 v roce 2010. T\u00fdm se tak stal zn\u00e1m\u00fdm jako Mercedes-AMG Petronas F1. Jedn\u00e1 se o glob\u00e1ln\u00ed spole\u010dnost v oblasti energetiky a \u0159e\u0161en\u00ed, kter\u00e1 sd\u00edl\u00ed podobn\u00e9 c\u00edle v oblasti \u010dist\u00fdch nulov\u00fdch emis\u00ed uhl\u00edku jako spole\u010dnost Formule 1<\/a><\/strong>– tak\u017ee toto partnerstv\u00ed je zcela p\u0159irozen\u00e9. M\u00e1lokdo v\u0161ak p\u0159edpokl\u00e1dal, \u017ee partnerstv\u00ed Petronas-Mercedes<\/strong> bude tak \u00fasp\u011b\u0161n\u00e9, jak se stalo.<\/p>\n

D\u00edky zku\u0161enostem a inovac\u00edm malajsk\u00e9 ropn\u00e9 spole\u010dnosti z\u00edskal t\u00fdm Mercedes-AMG F1 8 po sob\u011b jdouc\u00edch titul\u016f mistra sv\u011bta konstrukt\u00e9r\u016f (2014-2021) a 7 po sob\u011b jdouc\u00edch titul\u016f mistra sv\u011bta jezdc\u016f (2014-2020). Pokud v\u00e1s jejich \u00fasp\u011bchy na trati nep\u0159esv\u011bd\u010dily o \u00fasp\u011b\u0161nosti partnerstv\u00ed, mo\u017en\u00e1 v\u00e1s o tom p\u0159esv\u011bd\u010d\u00ed nov\u00e9 prodlou\u017een\u00ed spolupr\u00e1ce o 75 milion\u016f dolar\u016f ro\u010dn\u011b<\/a>. Jejich nov\u00e1 smlouva, kter\u00e1 plat\u00ed a\u017e do roku 2026, je d\u016fkazem toho, jak \u0161\u0165astn\u00e1 je spolupr\u00e1ce obou zna\u010dek.<\/p>\n

Jejich \u00fasp\u011bch zd\u016fraznil kl\u00ed\u010d k tomu, aby sponzorstv\u00ed fungovalo – sponzorstv\u00ed se mus\u00ed vyvinout v partnerstv\u00ed. Gener\u00e1ln\u00ed \u0159editel t\u00fdmu Mercedes-AMG Petronas F1 Toto Wolff po v\u00edce ne\u017e desetilet\u00e9 spolupr\u00e1ci prohl\u00e1sil: „N\u00e1\u0161 t\u00fdm a Petronas u\u017e nejsou jen partne\u0159i, jsme rodina a budeme jedn\u00edm t\u00fdmem je\u0161t\u011b mnoho let.<\/p>\n

Nezd\u00e1 se, \u017ee by toto p\u0159\u00e1telstv\u00ed m\u011blo v dohledn\u00e9 dob\u011b skon\u010dit, proto\u017ee spole\u010dnost Petronas se rovn\u011b\u017e zav\u00e1zala podporovat Mercedes v jeho \u00fasil\u00ed o sn\u00ed\u017een\u00ed emis\u00ed uhl\u00edku. Zav\u00e1zali se k v\u00fdvoji udr\u017eiteln\u011bj\u0161\u00edch paliv<\/a>. Pod\u00edvejte se na v\u0161echny rysy tohoto partnerstv\u00ed a zjist\u011bte, pro\u010d se Petronas rozhodl sponzorovat Mercedes.<\/p>\n

\"sponzorstv\u00ed<\/h2>\n

Jak\u00fd prosp\u011bch z toho m\u00e1 spole\u010dnost Petronas?<\/h2>\n

Petronas rozhodn\u011b nebyl malou spole\u010dnost\u00ed, ne\u017e v roce 2010 uzav\u0159el partnerstv\u00ed s Mercedesem. S\u00eddl\u00ed v Malajsii, je nejv\u011bt\u0161\u00edm podnikatelsk\u00fdm subjektem v zemi a dlouhodob\u011b pat\u0159\u00ed k nejv\u011bt\u0161\u00edm spole\u010dnostem v cel\u00e9 jihov\u00fdchodn\u00ed Asii. Kontroluj\u00ed ve\u0161ker\u00e9 malajsijsk\u00e9 zdroje plynu a ropy a p\u016fsob\u00ed v 35 zem\u00edch. Velikost spole\u010dnosti symbolizuj\u00ed ikonick\u00e9 Petronas Towers, dvojice mrakodrap\u016f v malajsijsk\u00e9m Kuala Lumperu – m\u011b\u0159\u00ed neuv\u011b\u0159iteln\u00fdch 1 438 stop (451,9 m)! Dominantn\u00ed postaven\u00ed spole\u010dnosti Petronas se v\u0161ak do zna\u010dn\u00e9 m\u00edry omezovalo na jihov\u00fdchodn\u00ed Asii. Mercedesy byly vozidlem Petronas, kter\u00e9 vstoupilo na sv\u011btov\u00fd trh, a rozhodn\u011b na n\u011bj vstoupilo ve velk\u00e9m stylu.<\/p>\n

Petronas vyu\u017e\u00edv\u00e1 v\u00fdhod sponzoringu \u0161pi\u010dkov\u00e9ho t\u00fdmu Formule 1<\/strong>. Formule 1 je jedn\u00edm z nejrychleji rostouc\u00edch sport\u016f na sv\u011bt\u011b a d\u00edky marketingov\u00fdm iniciativ\u00e1m, jako je nap\u0159. Drive to Survive<\/em><\/a> Netflix, se samotn\u00e1 F1 stala glob\u00e1ln\u00ed zna\u010dkou. Vzhledem k tomu, \u017ee Petronas sponzoruje jeden z nejv\u011bt\u0161\u00edch sportovn\u00edch t\u00fdm\u016f, samoz\u0159ejm\u011b skl\u00edz\u00ed v\u00fdhody, kter\u00e9 s t\u00edmto r\u016fstem souvisej\u00ed.<\/p>\n

Z\u00e1vod F1 nelze sledovat bez loga Petronas, a\u0165 u\u017e na vozech Mercedes, nebo na v\u00fdstroji jezdc\u016f. D\u00edky tomu se celosv\u011btov\u00e9 pov\u011bdom\u00ed o zna\u010dce v\u00fdrazn\u011b zv\u00fd\u0161ilo, co\u017e dokazuj\u00ed \u010d\u00edsla, kter\u00e1 zve\u0159ejnila v roce 2016, aby zd\u016fvodnila svou \u00fa\u010dast v F1. Podle zpr\u00e1vy spole\u010dnosti Petronas<\/a> vyd\u011blala v sez\u00f3n\u011b 2015 F1 na glob\u00e1ln\u00ed medi\u00e1ln\u00ed expozici 901,08 milionu dolar\u016f. Toto \u010d\u00edslo m\u011b\u0159\u00ed zviditeln\u011bn\u00ed zna\u010dky v z\u00e1vod\u011b F1 a v\u0161ech m\u00e9di\u00ed, kter\u00e1 prov\u00e1zej\u00ed den z\u00e1vodu, v\u010detn\u011b v\u011bc\u00ed jako YouTube a televizn\u00ed sest\u0159ihy. Tato \u010d\u00e1stka bl\u00ed\u017e\u00edc\u00ed se 1 miliard\u011b dolar\u016f znamen\u00e1, \u017ee jejich medi\u00e1ln\u00ed expozice vzrostla od roku 2012 do roku 2015 o 400 %<\/a>, co\u017e z nich n\u00e1sledn\u011b ud\u011blalo nejv\u011bt\u0161\u00ed ropnou a plyn\u00e1renskou spole\u010dnost v F1.<\/p>\n

Takov\u00fd n\u00e1r\u016fst b\u011bhem pouh\u00fdch t\u0159\u00ed let byl pro spole\u010dnost Petronas ne\u010dekan\u00fdm p\u0159ekvapen\u00edm a je d\u016fkazem s\u00edly sportovn\u00edho sponzoringu<\/a>. To tak\u00e9 vysv\u011btluje skokov\u00fd n\u00e1r\u016fst hodnoty jejich partnerstv\u00ed – smlouva podepsan\u00e1 v roce 2010 m\u011bla \u00fadajn\u011b hodnotu 30 milion\u016f dolar\u016f ro\u010dn\u011b, zat\u00edmco aktualizovan\u00e1 dohoda m\u00e1 hodnotu a\u017e 75 milion\u016f dolar\u016f ro\u010dn\u011b! (Podle \u010dasopisu Forbes)<\/p>\n

V\u00fdhody partnerstv\u00ed se spole\u010dnost\u00ed Mercedes se vztahuj\u00ed i na technickou \u00farove\u0148. Jejich partnerstv\u00ed nezahrnuje jen to, \u017ee Petronas polepuje vozy Mercedes sv\u00fdm logem, ale je technick\u00fdm partnerem t\u00fdmu. To znamen\u00e1, \u017ee poskytuj\u00ed palivo a dal\u0161\u00ed specifikace vozu. N\u011bkdo se m\u016f\u017ee pt\u00e1t, jak\u00fd to m\u00e1 pro Petronas p\u0159\u00ednos… no, v podstat\u011b se z\u00e1vodn\u00ed okruh stal testovac\u00edm m\u00edstem pro \u00fa\u010dinn\u011bj\u0161\u00ed paliva a maziva. Ropn\u00e1 spole\u010dnost by jen t\u011b\u017eko hledala lep\u0161\u00ed prost\u0159ed\u00ed pro v\u00fdzkum a v\u00fdvoj.<\/p>\n

\"sponzorstv\u00ed<\/h2>\n

Co z\u00edskal Mercedes d\u00edky sponzorstv\u00ed spole\u010dnosti Petronas?<\/h2>\n

Ze v\u0161ech sportovn\u00edch sponzorstv\u00ed<\/strong> maj\u00ed sportovn\u00ed t\u00fdmy\/sportovci finan\u010dn\u00ed prosp\u011bch. Typick\u00e9 sponzorstv\u00ed spo\u010d\u00edv\u00e1 v tom, \u017ee t\u00fdmy za velk\u00e9 pen\u00edze obl\u00e9kaj\u00ed logo zna\u010dky, av\u0161ak partnerstv\u00ed Petronasu s Mercedesem je jedine\u010dn\u00e9. Petronas je pro Mercedes v\u00edce ne\u017e jen dal\u0161\u00edm sponzorem, je sou\u010d\u00e1st\u00ed t\u00fdmu a hraje velkou roli v jeho dominanci v roce 2010. Jako technick\u00fd partner poskytli t\u00fdmu \u0159e\u0161en\u00ed Fluid Technology Solutions –<\/a> nej\u00fa\u010dinn\u011bj\u0161\u00ed palivo a maziva.<\/p>\n

S jejich pomoc\u00ed z\u00edskal t\u00fdm Mercedes-AMG Petronas F1 8 po sob\u011b jdouc\u00edch titul\u016f mistra sv\u011bta konstrukt\u00e9r\u016f. Takov\u00e1 dominance v letech 2014 a\u017e 2021 byla v F1 dosud nev\u00eddan\u00e1 a ve stejn\u00e9m obdob\u00ed vyhr\u00e1l jezdec Mercedes-AMG sedmkr\u00e1t mistrovstv\u00ed sv\u011bta jezdc\u016f. Tento \u00fasp\u011bch byl je\u0161t\u011b umocn\u011bn t\u00edm, \u017ee hlavn\u00ed jezdec t\u00fdmu a ikona F1 Lewis Hamilton<\/em> vyrovnal rekord Michaela Schumachera<\/em>, kter\u00fd z\u00edskal 7 titul\u016f mistra sv\u011bta. Nebylo by podcen\u011bn\u00edm \u0159\u00edci, \u017ee Petronas a Mercedes se spole\u010dn\u011b zapsaly do historie na okruz\u00edch.<\/p>\n

Spole\u010dnost Petronas se rovn\u011b\u017e p\u0159ipojuje k z\u00e1m\u011bru spole\u010dnosti Mercedes st\u00e1t se udr\u017eiteln\u011bj\u0161\u00edm v souvislosti s rostouc\u00edm probl\u00e9mem zm\u011bny klimatu. V lo\u0148sk\u00e9m roce ozn\u00e1mili p\u0159ed\u010dasn\u00e9 prodlou\u017een\u00ed smlouvy, kter\u00e1 vypr\u0161\u00ed v roce 2026<\/a>, a spole\u010dn\u011b se tak budou sna\u017eit o dosa\u017een\u00ed 100% udr\u017eiteln\u00fdch paliv, a\u017e budou platit nov\u00e9 p\u0159edpisy F1. Krom\u011b toho, jak se cel\u00e1 F1 p\u0159ipravuje na budoucnost s nulovou spot\u0159ebou, nov\u00e9 p\u0159edpisy pro motory po\u010d\u00edtaj\u00ed s 50% elektrifikac\u00ed pohonn\u00fdch jednotek voz\u016f. V\u010dasn\u00e9 prodlou\u017een\u00ed dohody podtrhuje p\u0159\u00e1n\u00ed partner\u016f z\u016fstat spolu i v nadch\u00e1zej\u00edc\u00edm obdob\u00ed v\u00fdvoje F1.<\/p>\n

Petronas a Mercedes by m\u011bly b\u00fdt p\u0159\u00edkladem pro zna\u010dky, kter\u00e9 cht\u011bj\u00ed ze sportovn\u00edho sponzoringu vyt\u011b\u017eit maximum<\/a>. Jejich partnerstv\u00ed dob\u0159e shrnul Toto Wolff: „Od roku 2010 je n\u00e1\u0161 vztah s Petronasem zalo\u017een na hodnot\u00e1ch skute\u010dn\u00e9ho partnerstv\u00ed: d\u016fv\u011b\u0159e, poctivosti a spole\u010dn\u00fdch ambic\u00edch.<\/p>\n","protected":false},"excerpt":{"rendered":"

Petronas – Mercedes F1: vytv\u00e1\u0159en\u00ed skv\u011bl\u00fdch partnerstv\u00ed na z\u00e1klad\u011b sponzorsk\u00fdch smluv Partnerstv\u00ed Petronas-Mercedes je dokonal\u00fdm p\u0159\u00edkladem toho, \u017ee sponzorstv\u00ed se mus\u00ed st\u00e1t partnerstv\u00edm, aby se maximalizovaly odm\u011bny. Ob\u011b zna\u010dky si vz\u00e1jemn\u011b pomohly k v\u00edt\u011bzstv\u00edm ve sv\u00fdch oborech… Petronas se stal titul\u00e1rn\u00edm a technick\u00fdm partnerem t\u00fdmu Mercedes-AMG ve formuli 1 v roce 2010. T\u00fdm se tak […]<\/p>\n","protected":false},"author":33,"featured_media":193548,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20233,20238],"tags":[],"class_list":["post-242697","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formule1","category-sportovni-marketing-cs"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSkv\u011bl\u00e1 partnerstv\u00ed: sponzorstv\u00ed Petronas - Mercedes F1<\/title>\n<meta name=\"description\" content=\"Partnerstv\u00ed Petronas-Mercedes je dokonal\u00fdm p\u0159\u00edkladem toho, \u017ee sponzorstv\u00ed se mus\u00ed st\u00e1t partnerstv\u00edm.\" \/>\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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