{"id":242707,"date":"2024-01-30T09:37:06","date_gmt":"2024-01-30T08:37:06","guid":{"rendered":"https:\/\/rtrsports.com\/proc-formula-1-ridici-nosi-cepice\/"},"modified":"2025-06-30T23:45:03","modified_gmt":"2025-06-30T21:45:03","slug":"proc-formula-1-ridici-nosi-cepice","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/why-formula-1-drivers-wear-a-hat\/","title":{"rendered":"Pro\u010d jezdci Formule 1 nos\u00ed klobouky?"},"content":{"rendered":"

Jezdci formule 1<\/a> nos\u00ed klobouky na rozhovory, tiskov\u00e9 konference a chv\u00edle s ve\u0159ejnost\u00ed a m\u00e9dii, proto\u017ee je to velmi d\u016fle\u017eit\u00fd prostor pro zviditeln\u011bn\u00ed sponzor\u016f<\/a> a zna\u010dek.<\/strong> <\/strong><\/p>\n

Ve \u0161pi\u010dkov\u00fdch motoristick\u00fdch<\/strong> seri\u00e1lech je ceremoni\u00e1l, jak se jezdci prezentuj\u00ed novin\u00e1\u0159\u016fm, pom\u011brn\u011b slo\u017eit\u00fd a dob\u0159e kodifikovan\u00fd: n\u011bkolik detail\u016f, kter\u00e9 se dnes d\u011blaj\u00ed zcela p\u0159irozen\u011b a jejich\u017e z\u00e1kladem je zcela ur\u010dit\u00e1 komunika\u010dn\u00ed a marketingov\u00e1 strategie.<\/p>\n

Nen\u00ed divu. Na tak presti\u017en\u00edch rychlostn\u00edch zkou\u0161k\u00e1ch a p\u0159i tak \u0161irok\u00e9m celosv\u011btov\u00e9m pov\u011bdom\u00ed jsou jezdci a jezdkyn\u011b nejz\u00e1\u0159iv\u011bj\u0161\u00ed hv\u011bzdou na nebi a jedn\u00edm z hlavn\u00edch bod\u016f z\u00e1jmu m\u00e9di\u00ed a fanou\u0161k\u016f. Ka\u017ed\u00e9 jejich vystoupen\u00ed je pe\u010dliv\u011b prozkoum\u00e1no a navr\u017eeno tak, aby bylo komer\u010dn\u011b a komunika\u010dn\u011b v\u00fdhodn\u00e9 pro vlastnosti a dr\u017eitele pr\u00e1v.<\/p>\n

Sou\u010d\u00e1st\u00ed t\u00e9to strategie je oble\u010den\u00ed, dopl\u0148ky, klobouky, hodinky a mnoho dal\u0161\u00edho. M\u00e9dia, kter\u00e1 jsou zde jednak proto, \u017ee jsou do zna\u010dn\u00e9 m\u00edry aspira\u010dn\u00ed, jednak proto, \u017ee jsou mimo\u0159\u00e1dn\u011b viditeln\u00e1.<\/p>\n

Zviditeln\u011bn\u00ed sponzoringu ve Formuli 1 a MotoGP<\/a>.<\/h2>\n

Strategick\u00e9 pou\u017eit\u00ed klobouku (obvykle baseballov\u00e9 \u010depice, ale v minulosti tak\u00e9 n\u011bkdy nahrazen\u00e9 k\u0161iltovkou nebo p\u0159i texask\u00fdch z\u00e1vodech kovbojsk\u00fdm kloboukem) m\u00e1 hodn\u011b spole\u010dn\u00e9ho se studiemi viditelnosti p\u0159i sponzoringu<\/strong>.<\/p>\n

D\u0159\u00edve se v\u011b\u0159ilo, \u017ee kl\u00ed\u010dem k \u00fasp\u011bchu je velikost loga – z hlediska plochy. \u010c\u00edm v\u011bt\u0161\u00ed byl sponzor,<\/strong> t\u00edm byl \u00fa\u010dinn\u011bj\u0161\u00ed. Modern\u00ed doba a nejnov\u011bj\u0161\u00ed syst\u00e9my detekce expozice naopak v\u011bdecky prok\u00e1zaly, \u017ee d\u016fle\u017eit\u011bj\u0161\u00ed je um\u00edst\u011bn\u00ed a \u010ditelnost samotn\u00e9ho loga ne\u017e jeho velikost.<\/p>\n

Jak je patrn\u00e9, jehlou na vah\u00e1ch jsou velmi \u010dasto televizn\u00ed a fotografick\u00e9 z\u00e1b\u011bry, kter\u00e9 zachycuj\u00ed jezdce a \u0161\u00e9fy t\u00fdm\u016f b\u011bhem p\u0159\u00edm\u00fdch p\u0159enos\u016f nebo p\u0159i focen\u00ed: detailn\u00ed z\u00e1b\u011bry nebo polopr\u016fsvitn\u00e9 z\u00e1b\u011bry, kter\u00e9 se zam\u011b\u0159uj\u00ed na obli\u010dej a prvn\u00ed \u010d\u00e1st trupu, p\u0159i\u010dem\u017e v\u0161e ostatn\u00ed je prakticky neviditeln\u00e9. Obrovsk\u00e9 logo um\u00edst\u011bn\u00e9 na m\u00edst\u011b, kde nen\u00ed vid\u011bt, je v podstat\u011b naprosto zbyte\u010dn\u00e9.<\/p>\n

Klobouk<\/strong> p\u0159itom hraje rozhoduj\u00edc\u00ed roli, proto\u017ee pr\u00e1v\u011b na n\u011bj je soust\u0159ed\u011bna nejv\u011bt\u0161\u00ed pozornost fanou\u0161k\u016f: na obli\u010dej a hlavu \u0159idi\u010de.<\/p>\n

Pro\u010d piloti nos\u00ed klobouky<\/h2>\n

Z v\u00fd\u0161e popsan\u00fdch d\u016fvod\u016f se klobouk st\u00e1v\u00e1 vynikaj\u00edc\u00edm komunika\u010dn\u00edm n\u00e1strojem, proto\u017ee je mimo\u0159\u00e1dn\u011b viditeln\u00fd.<\/p>\n

Loga sponzor\u016f<\/strong>, nemovitost\u00ed a v n\u011bkter\u00fdch p\u0159\u00edpadech i soci\u00e1ln\u00ed a solid\u00e1rn\u00ed poselstv\u00ed z\u00edsk\u00e1vaj\u00ed d\u00edky t\u00e9to podpo\u0159e neb\u00fdvalou presti\u017e a publicitu.<\/p>\n

No\u0161en\u00ed klobouku nen\u00ed ve v\u011bt\u0161in\u011b p\u0159\u00edpad\u016f dobrovoln\u00e9. Jsou to t\u00fdmy<\/strong> a mana\u017ee\u0159i<\/strong>, kte\u0159\u00ed \u017e\u00e1daj\u00ed sv\u00e9 jezdce, aby nosili pokr\u00fdvky hlavy, jakmile vystoup\u00ed z auta nebo motorky, jakmile vstoup\u00ed na tiskovou konferenci nebo kdy\u017e opou\u0161t\u011bj\u00ed hotely a motoresty. Nen\u00ed neobvykl\u00e9 vid\u011bt asistenty nebo komunika\u010dn\u00ed pracovn\u00edky, jak starostliv\u011b pod\u00e1vaj\u00ed \u010depici, l\u00e1hev s vodou a sleduj\u00ed, jak sportovec stoj\u00ed p\u0159ed kamerami.<\/p>\n

Z tohoto nepsan\u00e9ho pravidla samoz\u0159ejm\u011b existuj\u00ed v\u00fdjimky. Nap\u0159\u00edklad v roce 2015 se dostala na tituln\u00ed str\u00e1nky novin, kdy\u017e se jezdec Mercedesu Lewis Hamilton<\/strong> rozhodl nenosit ofici\u00e1ln\u00ed t\u00fdmovou \u010depici, proto\u017ee neodpov\u00eddala jeho vkusu a podle n\u011bj po\u0161kozovala jeho image.<\/p>\n

Jakou \u010depici nos\u00ed piloti?<\/h2>\n

Byst\u0159\u00ed pozorovatel\u00e9 dob\u0159e v\u011bd\u00ed, \u017ee klobouk, kter\u00fd nos\u00ed na\u0161i obl\u00edbenci, nen\u00ed v\u017edy stejn\u00fd. Pou\u017e\u00edv\u00e1n\u00ed tohoto cenn\u00e9ho m\u00e9dia op\u011bt upravuje n\u011bkolik obchodn\u00edch dohod.<\/p>\n

Nap\u0159\u00edklad v MotoGP<\/strong> a Formuli 1<\/a> jsou to dodavatel\u00e9 pneumatik Michelin<\/strong> a Pirelli<\/strong>, kte\u0159\u00ed se objevuj\u00ed na pl\u00e1\u0161t\u00edch, je\u017e maj\u00ed t\u0159i nejlep\u0161\u00ed z\u00e1vodn\u00edci na stupn\u00edch v\u00edt\u011bz\u016f a v parc ferm\u00e9. Modr\u00e9 v p\u0159\u00edpad\u011b MotoGP a \u010dern\u00e9 v p\u0159\u00edpad\u011b cirkusu, \u010depice s logem v\u00fdrobc\u016f pneumatik se rozd\u00e1vaj\u00ed v c\u00edli a jsou upraveny vlajkou hostitelsk\u00e9 zem\u011b a um\u00edst\u011bn\u00edm jezdce v c\u00edli, od prvn\u00edho po t\u0159et\u00ed m\u00edsto.<\/p>\n

Co se v\u0161ak li\u0161\u00ed, je klobouk, kter\u00fd piloti pou\u017e\u00edvaj\u00ed p\u0159i medi\u00e1ln\u00edch vystoupen\u00edch, tiskov\u00fdch konferenc\u00edch a setk\u00e1n\u00edch s fanou\u0161ky. Z\u00e1vodn\u00edci bez komer\u010dn\u00ed podpory obvykle pou\u017e\u00edvaj\u00ed t\u00fdmovou \u010depici s logem t\u00fdmu, hlavn\u00edm sponzorem a \u010d\u00edslem, s n\u00edm\u017e v z\u00e1vod\u011b startuj\u00ed. Na druhou stranu ti, kte\u0159\u00ed, jako v p\u0159\u00edpad\u011b Alonsa<\/strong> s k\u0161iltovkou Kimoa<\/strong> nebo Aleixe Espargara<\/strong> se slavnou r\u016f\u017eovou k\u0161iltovkou RAW<\/strong>, maj\u00ed obchodn\u00ed smlouvy, kter\u00e9 zahrnuj\u00ed p\u0159\u00edtomnost zna\u010dky sponzora, ji mohou nahradit, pokud je tato aktivace dohodnuta s t\u00fdmem a nen\u00ed v rozporu s jin\u00fdmi sponzory.<\/p>\n

Klobouk pilota jako kultovn\u00ed p\u0159edm\u011bt<\/h2>\n

Je snadn\u00e9 pochopit, jak se takov\u00e9 p\u0159\u00edslu\u0161enstv\u00ed m\u016f\u017ee okam\u017eit\u011b st\u00e1t p\u0159edm\u011btem touhy fanou\u0161k\u016f a nad\u0161enc\u016f. V motoristick\u00e9m sportu to rozhodn\u011b nen\u00ed nic nov\u00e9ho ani nezn\u00e1m\u00e9ho pro ostatn\u00ed sportovn\u00ed marketing.<\/p>\n

V pov\u00e1le\u010dn\u00fdch letech se o popularitu baseballov\u00e9 \u010depice zaslou\u017eila Major League of Baseball. V baseballu je \u010depice povinnou sou\u010d\u00e1st\u00ed hern\u00edho oble\u010den\u00ed a v\u017edy byla upravena logy t\u00fdm\u016f: zn\u00e1m\u00e9 jsou modr\u00e9 \u010depice New York Yankees<\/strong>, \u010derven\u00e9 Boston Red Sox<\/strong> nebo tmav\u011b modr\u00e9 Los Angeles Dodgers<\/strong>. Baseballov\u00e1 \u010depice se rychle stala nepostradateln\u00fdm m\u00f3dn\u00edm dopl\u0148kem ml\u00e1de\u017ee, p\u0159edm\u011btem reprezentace a soun\u00e1le\u017eitosti a jedn\u00edm z nejpozoruhodn\u011bj\u0161\u00edch produkt\u016f mezin\u00e1rodn\u00edho sportovn\u00edho marketingu.<\/p>\n

Nen\u00ed proto divu, \u017ee i dal\u0161\u00ed v\u00fdznamn\u00e9 sv\u011btov\u00e9 sporty, nap\u0159\u00edklad automobilov\u00fd sport, stav\u00ed k\u0161iltovky, kter\u00e9 nos\u00ed \u0159idi\u010di na trati, do centra sv\u00e9 merchandisingov\u00e9 strategie. Zn\u00e1m\u00fd je p\u0159\u00edpad Mercedesu<\/strong>, kter\u00fd vyrobil celou \u0159adu k\u0161iltovek s logem velk\u00e9 stuttgartsk\u00e9<\/strong> hv\u011bzdy v mnoha barv\u00e1ch, od r\u016f\u017eov\u00e9 p\u0159es zelenou Petronas<\/strong> a\u017e po b\u00edlou, chyt\u0159e je nechal nosit samotn\u00e9ho Hamiltona<\/strong> (kter\u00e9mu se nyn\u00ed v\u00edce l\u00edb\u00ed) a pak jich prodal des\u00edtky tis\u00edc fanou\u0161k\u016fm po cel\u00e9m sv\u011bt\u011b.<\/p>\n","protected":false},"excerpt":{"rendered":"

Jezdci formule 1 nos\u00ed klobouky na rozhovory, tiskov\u00e9 konference a chv\u00edle s ve\u0159ejnost\u00ed a m\u00e9dii, proto\u017ee je to velmi d\u016fle\u017eit\u00fd prostor pro zviditeln\u011bn\u00ed sponzor\u016f a zna\u010dek. Ve \u0161pi\u010dkov\u00fdch motoristick\u00fdch seri\u00e1lech je ceremoni\u00e1l, jak se jezdci prezentuj\u00ed novin\u00e1\u0159\u016fm, pom\u011brn\u011b slo\u017eit\u00fd a dob\u0159e kodifikovan\u00fd: n\u011bkolik detail\u016f, kter\u00e9 se dnes d\u011blaj\u00ed zcela p\u0159irozen\u011b a jejich\u017e z\u00e1kladem je zcela […]<\/p>\n","protected":false},"author":2,"featured_media":193300,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20232,20233],"tags":[],"class_list":["post-242707","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formule-1-cs","category-formule1"],"acf":[],"contentshake_article_id":"","yoast_head":"\nPro\u010d jezdci Formule 1 nos\u00ed klobouky?<\/title>\n<meta name=\"description\" content=\"Jezdci formule 1 nos\u00ed klobouky, proto\u017ee jsou d\u016fle\u017eit\u00fdm m\u00edstem pro zviditeln\u011bn\u00ed 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