{"id":242699,"date":"2024-01-30T09:25:20","date_gmt":"2024-01-30T08:25:20","guid":{"rendered":"https:\/\/rtrsports.com\/doba-trvani-sponzorstvi-plc-in-sponsorship\/"},"modified":"2025-06-30T17:26:28","modified_gmt":"2025-06-30T15:26:28","slug":"doba-trvani-sponzorstvi-plc-in-sponsorship","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/the-plc-in-sponsorship\/","title":{"rendered":"Doba trv\u00e1n\u00ed sponzoringu: PLC (\u017eivotn\u00ed cyklus produktu) ve sponzoringu"},"content":{"rendered":"

Jak dlouho by m\u011bl sponzoring trvat? Sta\u010d\u00ed na zprovozn\u011bn\u00ed tak slo\u017eit\u00e9ho p\u0159\u00edstroje n\u011bkolik m\u011bs\u00edc\u016f, nebo pot\u0159ebujete del\u0161\u00ed expozi\u010dn\u00ed cykly? Sponzoring je vlastn\u011b zvl\u00e1\u0161tn\u00edm p\u0159\u00edpadem \u017eivotn\u00edho cyklu, kter\u00fd pot\u0159ebuje zvl\u00e1\u0161tn\u00ed \u010das a rytmus. Dnes se pokus\u00edme odpov\u011bd\u011bt na d\u016fle\u017eitou ot\u00e1zku: Po jak dlouh\u00e9 dob\u011b a za kolik je sponzoring v\u00fdhodn\u00fd?<\/b><\/p>\n

Fanou\u0161k\u016fm a nad\u0161enc\u016fm jist\u011b neuniklo, \u017ee v minul\u00fdch dnech bylo ozn\u00e1meno ukon\u010den\u00ed dvou d\u016fle\u017eit\u00fdch partnerstv\u00ed t\u00fdmu formule 1<\/a> Scuderia Ferrari<\/strong>, a to s kryptom\u011bnou Velas<\/strong> a s v\u00fdrobcem procesor\u016f Qualcomm<\/strong>, kter\u00fd je zastoupen zna\u010dkou Snapdragon<\/strong>.<\/p>\n

Zpr\u00e1va o Velasov\u011b<\/strong> odchodu z Maranella<\/strong> p\u0159ich\u00e1z\u00ed na konci problematick\u00e9ho obdob\u00ed pro automobilku. na trhu s kryptom\u011bnami<\/strong><\/a> a n\u00e1sleduje po dal\u0161\u00edch v\u00fdznamn\u00fdch rozlou\u010den\u00edch, od m\u00e9n\u011b diskutovan\u00e9ho odchodu spole\u010dnosti Fantom<\/strong> a\u017e po mnohem zn\u00e1m\u011bj\u0161\u00ed odchod spole\u010dnosti FTX<\/strong>. Pravd\u011bpodobn\u011b stoj\u00edme p\u0159ed fyziologick\u00fdm okam\u017eikem v \u017eivot\u011b odv\u011btv\u00ed Web 3.0, kter\u00e9 st\u00e1le hled\u00e1 svou stabilitu a kter\u00e9 p\u0159edstavuje situaci v z\u00e1blesc\u00edch a skoc\u00edch, v nich\u017e jsou spole\u010dnosti s mimo\u0159\u00e1dnou solidnost\u00ed obklopeny n\u011bkter\u00fdmi s m\u00e9n\u011b pevn\u00fdmi z\u00e1klady.<\/p>\n

Pokud jde o neprodlou\u017een\u00ed smlouvy se Snapdragonem<\/strong>, Scuderia sama uv\u00e1d\u00ed, \u017ee se ob\u011b strany dohodly, \u017ee necht\u011bj\u00ed pokra\u010dovat v cest\u011b, kterou spole\u010dn\u011b urazily po prvn\u00edm roce smlouvy. Zkr\u00e1tka rozlou\u010den\u00ed po vz\u00e1jemn\u00e9 dohod\u011b a s respektem k dvan\u00e1ctim\u011bs\u00ed\u010dn\u00ed smlouv\u011b podepsan\u00e9 na za\u010d\u00e1tku roku 2022.<\/p>\n

Doba trv\u00e1n\u00ed sportovn\u00edho sponzoringu<\/b><\/h2>\n

Krom\u011b d\u016fvod\u016f, p\u0159edv\u00eddatelnosti a v\u00fdznamu ukon\u010den\u00ed nebo neprodlou\u017een\u00ed sponzorsk\u00e9<\/strong> smlouvy je ot\u00e1zka trv\u00e1n\u00ed sponzorstv\u00ed z\u00e1sadn\u00ed pro ka\u017ed\u00e9ho, kdo se zab\u00fdv\u00e1 sportovn\u00edm marketingem.<\/p>\n

Jak ji\u017e bylo v tomto blogu n\u011bkolikr\u00e1t zm\u00edn\u011bno, sportovn\u00ed sponzoring je trojrozm\u011brn\u00fd objekt a m\u00e1 velmi hlubok\u00e9 psychologick\u00e9, behavior\u00e1ln\u00ed a motiva\u010dn\u00ed d\u016fsledky. Jeden z hlavn\u00edch rozd\u00edl\u016f oproti ostatn\u00edm n\u00e1stroj\u016fm marketingov\u00e9ho mixu a komunikace spo\u010d\u00edv\u00e1 v ur\u010dit\u00e9m \u010dasov\u00e9m managementu.<\/p>\n

Interpretujeme-li sponzoring zna\u010dky v\u016f\u010di ur\u010dit\u00e9mu sportovn\u00edmu majetku jako produkt – z marketingov\u00e9ho hlediska – je proto zaj\u00edmav\u00e9 analyzovat a pochopit, co je to velmi zvl\u00e1\u0161tn\u00ed PLC (Product Life Cycle<\/strong> ) sponzoringu a jak\u00e9 jsou jeho \u010dasov\u00e9 d\u016fsledky pro jeho praktick\u00e9 vyu\u017eit\u00ed.<\/p>\n

\u017divotn\u00ed cyklus v\u00fdrobku a \u017eivotnost v\u00fdrobku<\/b><\/h2>\n

Ani\u017e bychom se cht\u011bli pou\u0161t\u011bt do dlouh\u00fdch teoretick\u00fdch diskus\u00ed, kter\u00e9 p\u0159esahuj\u00ed r\u00e1mec t\u011bchto str\u00e1nek, obvykle se \u017eivotn\u00ed cyklus v\u00fdrobku d\u011bl\u00ed na \u010dty\u0159i f\u00e1ze plus jednu, jak ukazuje n\u00e1sleduj\u00edc\u00ed sch\u00e9ma.<\/p>\n

\"plc\"<\/p>\n

Na ose X je na abscis\u00e1ch grafu uveden \u010das, kter\u00fd uplynul od vzniku v\u00fdrobku, a na ordin\u00e1t\u011b na ose Y hospod\u00e1\u0159sk\u00fd v\u00fdsledek v podob\u011b tr\u017eeb. K\u0159ivka, respektive bodov\u00e9 pole, vych\u00e1zej\u00edc\u00ed z jednotliv\u00fdch okam\u017eik\u016f \u017eivotnosti v\u00fdrobku, tvo\u0159\u00ed \u017eivotn\u00ed cyklus v\u00fdrobku<\/strong>.<\/p>\n

V typick\u00e9m trendu n\u00e1sleduje f\u00e1ze v\u00fdvoje<\/strong>, tj. koncepce a studie, f\u00e1ze zav\u00e1d\u011bn\u00ed<\/strong>, f\u00e1ze r\u016fstu<\/strong>, f\u00e1ze zralosti<\/strong> a nakonec f\u00e1ze \u00fapadku. Jedn\u00e1 se o velmi fyziologick\u00fd trend, kter\u00fd je typick\u00fd pro naprostou v\u011bt\u0161inu n\u00e1m zn\u00e1m\u00e9ho zbo\u017e\u00ed a slu\u017eeb, p\u0159i\u010dem\u017e nejd\u016fle\u017eit\u011bj\u0161\u00edm obdob\u00edm ekonomick\u00e9 n\u00e1vratnosti je f\u00e1ze zralosti.<\/p>\n

\u017divotn\u00ed cyklus sportovn\u00edho sponzoringu<\/b><\/h2>\n

Studie a zku\u0161enosti z oboru n\u00e1m \u0159\u00edkaj\u00ed, \u017ee tvar k\u0159ivky PLC je p\u0159i anal\u00fdze produktu sportovn\u00edho sponzoringu v\u00fdrazn\u011b odli\u0161n\u00fd, jak je patrn\u00e9 z n\u00ed\u017ee uveden\u00e9ho sch\u00e9matu.<\/p>\n

\"plc-sponzorstv\u00ed\"<\/p>\n

 <\/p>\n

Tento rozd\u00edl m\u00e1 v z\u00e1sad\u011b dva d\u016fvody:<\/p>\n

    \n
  1. Mezi f\u00e1zi zralosti a r\u016fstu je vlo\u017eena p\u00e1t\u00e1 f\u00e1ze<\/strong>, kterou zde naz\u00fdv\u00e1me sedimentace<\/strong> a kter\u00e1 k\u0159ivku dopl\u0148uje o r\u016fstov\u00fd profil.<\/li>\n
  2. Vzhledem k charakteristice sportovn\u00edho trhu a odli\u0161n\u00e9mu typu v\u00fdznamu, kter\u00fd sport v \u017eivot\u011b div\u00e1ck\u00e9ho spot\u0159ebitele m\u00e1, je obdob\u00ed poklesu vyst\u0159\u00edd\u00e1no udr\u017eovac\u00ed f\u00e1z\u00ed<\/strong>, jej\u00ed\u017e \u00fa\u010dinnost sice zpo\u010d\u00e1tku kles\u00e1, ale v pr\u016fb\u011bhu let se stabilizuje.<\/li>\n<\/ol>\n

    F\u00e1ze sedimentace<\/b><\/h3>\n

    Po f\u00e1zi r\u016fstu, kter\u00e1 obvykle nast\u00e1v\u00e1 b\u011bhem prvn\u00edho roku trv\u00e1n\u00ed sponzorsk\u00e9 smlouvy, se sponzorstv\u00ed nedost\u00e1v\u00e1 okam\u017eit\u011b do f\u00e1ze zralosti<\/strong>. Pr\u00e1v\u011b v tomto okam\u017eiku doch\u00e1z\u00ed k jednomu z nejzaj\u00edmav\u011bj\u0161\u00edch jev\u016f sportovn\u00edho marketingu, a to k hodnotov\u00e9mu p\u0159ekryvu v mysli spot\u0159ebitele mezi pozitivn\u00edmi hodnotami sportovn\u00edho majetku a hodnotami zna\u010dky.<\/p>\n

    Zat\u00edmco ve f\u00e1zi r\u016fstu je \u00fa\u010dinnost sponzoringu spojena p\u0159edev\u0161\u00edm s fenom\u00e9nem pov\u011bdom\u00ed o zna\u010dce, ve f\u00e1zi sedimentace souvis\u00ed \u00fa\u010dinnost tohoto n\u00e1stroje s \u010dist\u011b psychologick\u00fdm fenom\u00e9nem, tj. p\u0159ekr\u00fdv\u00e1n\u00edm pozitivn\u00edho vn\u00edm\u00e1n\u00ed poch\u00e1zej\u00edc\u00edho ze sportu s vn\u00edm\u00e1n\u00edm zna\u010dky. Tento jev, kter\u00fd se obvykle objevuje b\u011bhem druh\u00e9ho roku trv\u00e1n\u00ed partnerstv\u00ed, zp\u016fsobuje v mysli spot\u0159ebitele zcela autonomn\u00ed a neheterodirektivn\u00ed zm\u011bnu pozice, kter\u00e1 je mimo\u0159\u00e1dn\u011b \u00fa\u010dinn\u00e1.<\/p>\n

    Vezm\u011bme si p\u0159\u00edklad sponzorstv\u00ed Formule 1<\/strong> novou zna\u010dkou Hi-Tech. Prvn\u00ed rok trv\u00e1n\u00ed smlouvy je velmi u\u017eite\u010dn\u00fd k tomu, aby se zna\u010dka dostala do pov\u011bdom\u00ed milion\u016f spot\u0159ebitel\u016f. Velmi vysok\u00e1 celosv\u011btov\u00e1 viditelnost Formule 1 ne\u00fam\u011brn\u011b zvy\u0161uje pov\u011bdom\u00ed o zna\u010dce produktu, stejn\u011b jako opakov\u00e1n\u00ed zna\u010dky v pr\u016fb\u011bhu n\u011bkolika z\u00e1vod\u016f b\u011bhem roku zaru\u010duje vynikaj\u00edc\u00ed c\u00edlov\u00e9 pokryt\u00ed a opakovan\u00e9 zviditeln\u011bn\u00ed zna\u010dky.<\/p>\n

    Teprve od druh\u00e9ho roku v\u0161ak z\u00e1kazn\u00edci za\u010dnou nov\u00e9 hi-tech zna\u010dce p\u0159isuzovat vlastnosti rychlosti, v\u00fdkonu, presti\u017ee a efektivity p\u0159evzat\u00e9 z hodnotov\u00e9ho syst\u00e9mu Formule 1. Tato sedimenta\u010dn\u00ed f\u00e1ze, v n\u00ed\u017e se na vn\u00edmanou zna\u010dku usazuj\u00ed pr\u00e1v\u011b hodnoty F1, je dlouh\u00e1 a prosp\u00edv\u00e1 j\u00ed i opakovan\u00e9 vystavov\u00e1n\u00ed, kter\u00e9 zna\u010dku \u010das od \u010dasu obohacuje o nov\u00e9 vlastnosti.<\/p>\n

    Z\u00e1v\u011bre\u010dn\u00e1 \u00fadr\u017eba<\/b><\/h3>\n

    \u00dasp\u011b\u0161n\u00fd sponzorsk\u00fd program<\/strong> ve skute\u010dnosti nezaznamen\u00e1v\u00e1 skute\u010dn\u00fd pokles.<\/p>\n

    V mysl\u00edch a srdc\u00edch sportovn\u00edch fanou\u0161k\u016f, pokud jsou u sportu dostate\u010dn\u011b dlouho (teorie \u0159\u00edk\u00e1, \u017ee na to je p\u011bt let), z\u016fst\u00e1v\u00e1 pouto mezi sponzorem a sportovn\u00edm majetkem nesmazateln\u00e9, i kdy\u017e byla smlouva mezi stranami zru\u0161ena.<\/p>\n

    To je p\u0159\u00edpad velk\u00fdch sponzorsk\u00fdch smluv v motorsportu<\/strong>, jako jsou smlouvy mezi McLarenem a Marlboro<\/strong>, mezi Repsolem a Honda HRC,<\/strong> mezi Canonem a Williamsem<\/strong> a mnoha dal\u0161\u00edch vynikaj\u00edc\u00edch p\u0159\u00edklad\u016f. Je to ale i p\u0159\u00edpad sponzorstv\u00ed mimo motoristick\u00fd sport, jako nap\u0159\u00edklad historick\u00e9 sponzorstv\u00ed mezi Sharpem a Manchesterem United, mezi JVC a Arsenalem nebo mezi Pirelli a L’inter Mil\u00e1n.<\/p>\n

    I kdy\u017e je jasn\u00e9, \u017ee i to je d\u016fvod, pro\u010d je sportovn\u00ed sponzoring vynikaj\u00edc\u00edm marketingov\u00fdm n\u00e1strojem, je stejn\u011b tak pravdiv\u00e9 a z\u0159ejm\u00e9, \u017ee aby se tak stalo, je t\u0159eba d\u00e1t tomuto n\u00e1stroji \u010das, aby se mohl pln\u011b projevit a aby mohl naplno rozvinout svou \u00fa\u010dinnost.<\/p>\n

    Na\u010dasov\u00e1n\u00ed sponzoringu a \u00fa\u010dinnost<\/b><\/h2>\n

    Na na\u010dasov\u00e1n\u00ed sponzoringu jsme n\u011bkolikr\u00e1t trvali, proto\u017ee je naprosto zvl\u00e1\u0161tn\u00ed. To plat\u00ed jak pro dobu \u00fa\u010dasti v partnersk\u00e9m<\/strong> programu, tak pro dobu jeho ukon\u010den\u00ed.<\/p>\n

    Na rozd\u00edl od jin\u00fdch n\u00e1stroj\u016f nen\u00ed sponzoring zcela „plug and play“<\/strong>, ale vy\u017eaduje ur\u010ditou k\u0159ivku u\u010den\u00ed p\u0159i zav\u00e1d\u011bn\u00ed a pou\u017e\u00edv\u00e1n\u00ed, kterou lze zm\u00edrnit pomoc\u00ed n\u00e1stroj\u016f.
    \nradou sportovn\u00ed marketingov\u00e9 agentury, kter\u00e1 se na tuto oblast specializuje.<\/strong>
    \n<\/a>. Kontakty, aplikace, aktivace, logistika, \u0159\u00edzen\u00ed sponzoringu a m\u011b\u0159en\u00ed jsou ve sportu, ve sv\u011bt\u011b, kter\u00fd se pohybuje ve zcela autonomn\u00edch zem\u011bpisn\u00fdch a \u010dasov\u00fdch horizontech, ve skute\u010dnosti velmi specifick\u00e9 a velmi specifick\u00e9 aspekty: jejich osvojen\u00ed a v\u010dasn\u00e9 zvl\u00e1dnut\u00ed m\u016f\u017ee b\u00fdt obt\u00ed\u017en\u00e9, pokud nejsou \u0159\u00e1dn\u011b podporov\u00e1ny, zejm\u00e9na na za\u010d\u00e1tku.<\/p>\n

    Na druhou stranu, jak jsme vid\u011bli, na konci programu m\u016f\u017ee sponzorstv\u00ed nab\u00eddnout p\u0159\u00edle\u017eitosti, v\u00fdhody a zdroje, kter\u00e9 dalece p\u0159esahuj\u00ed dobu trv\u00e1n\u00ed smlouvy. Zkr\u00e1tka, dobr\u00e1 partnerstv\u00ed mohou b\u00fdt ziskov\u00e1 i pot\u00e9, co za n\u011b p\u0159estanete platit, a d\u00edky emocion\u00e1ln\u00ed a psychologick\u00e9 slo\u017ece sportu se prodlou\u017e\u00ed jejich pam\u011b\u0165 a \u00fa\u010dinnost.<\/p>\n

    Dob\u0159e \u0159\u00eddit tato obdob\u00ed, aby se vhodn\u011b za\u0159adila vedle ostatn\u00edch podnikov\u00fdch f\u00e1z\u00ed, a vyu\u017e\u00edt mnoha p\u0159\u00edle\u017eitost\u00ed, kter\u00e9 se objevuj\u00ed mezi jednou a druhou f\u00e1z\u00ed, je stejn\u011b tak um\u011bn\u00ed jako v\u011bda, ale i v tom spo\u010d\u00edvaj\u00ed mnoh\u00e9 v\u00fdhody n\u00e1stroje, kter\u00fd se ukazuje jako st\u00e1le \u00fa\u010dinn\u011bj\u0161\u00ed a pln\u00fd p\u0159\u00edle\u017eitost\u00ed pro podniky a pr\u016fmyslov\u00e9 skupiny v\u0161ech typ\u016f a velikost\u00ed.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Jak dlouho by m\u011bl sponzoring trvat? Sta\u010d\u00ed na zprovozn\u011bn\u00ed tak slo\u017eit\u00e9ho p\u0159\u00edstroje n\u011bkolik m\u011bs\u00edc\u016f, nebo pot\u0159ebujete del\u0161\u00ed expozi\u010dn\u00ed cykly? Sponzoring je vlastn\u011b zvl\u00e1\u0161tn\u00edm p\u0159\u00edpadem \u017eivotn\u00edho cyklu, kter\u00fd pot\u0159ebuje zvl\u00e1\u0161tn\u00ed \u010das a rytmus. Dnes se pokus\u00edme odpov\u011bd\u011bt na d\u016fle\u017eitou ot\u00e1zku: Po jak dlouh\u00e9 dob\u011b a za kolik je sponzoring v\u00fdhodn\u00fd? Fanou\u0161k\u016fm a nad\u0161enc\u016fm jist\u011b neuniklo, \u017ee […]<\/p>\n","protected":false},"author":2,"featured_media":193509,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20238,20229],"tags":[],"class_list":["post-242699","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-marketing-cs","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"\nDoba trv\u00e1n\u00ed sponzoringu: PLC ve sponzoringu<\/title>\n<meta name=\"description\" content=\"Jak dlouho by m\u011bl sponzoring trvat? 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