{"id":242709,"date":"2022-10-14T15:22:23","date_gmt":"2022-10-14T13:22:23","guid":{"rendered":"https:\/\/rtrsports.com\/jak-se-meni-sponzoring-v-motoristickem-sportu-ve-4-letech-sponzoringu\/"},"modified":"2026-09-29T15:10:13","modified_gmt":"2026-09-29T13:10:13","slug":"jak-se-meni-sponzoring-v-motoristickem-sportu-ve-4-letech-sponzoringu","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/how-sponsorship-changes-in-motorsport-the-4-eras-of-sponsorship-jak-se-meni-sponzoring-v-motoristickem-sportu-ve-4-letech-sponzoringu\/","title":{"rendered":"Jak se m\u011bn\u00ed sponzoring v motorsportu: 4 \u00e9ry sponzoringu"},"content":{"rendered":"

Sportovn\u00ed sponzoring, a zejm\u00e9na sponzoring v motorsportu, je flexibiln\u00ed a trojrozm\u011brn\u00fd marketingov\u00fd n\u00e1stroj, jeho\u017e role se v pr\u016fb\u011bhu let z\u00e1sadn\u011b m\u011bnila spolu se zm\u011bnami trhu, spot\u0159ebitel\u016f a regulace. Od prvn\u00edch let zalo\u017een\u00fdch na \u010dist\u00e9 viditelnosti a\u017e po dne\u0161n\u00ed rozmach decentralizovan\u00fdch financ\u00ed pro\u0161ly sponzoring a partnerstv\u00ed mimo\u0159\u00e1dn\u00fdm v\u00fdvojem. Vypr\u00e1v\u011bt o n\u011bm znamen\u00e1 vypr\u00e1v\u011bt o v\u00fdvoji sportovn\u00edho marketingu jako celku, ale tak\u00e9, a p\u0159edev\u0161\u00edm, p\u0159edv\u00eddat jeho dal\u0161\u00ed sm\u011b\u0159ov\u00e1n\u00ed a budoucnost, kter\u00e1 n\u00e1s \u010dek\u00e1.<\/strong><\/p>\n

\u010cl\u00e1nek byl publikov\u00e1n v \u0159\u00edjnu 2022. Na konci najdete aktualizaci napsanou v z\u00e1\u0159\u00ed 2026.<\/em><\/p>\n

Jeden z prvn\u00edch sponzoring\u016f v historii Formule 1<\/strong><\/a> se s nejv\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed datuje do roku 1968, kdy p\u0159i Velk\u00e9 cen\u011b Jihoafrick\u00e9 republiky<\/strong> vyjel na tra\u0165 v\u016fz soukrom\u00e9ho t\u00fdmu Brabham<\/strong> s Johnem Lovem<\/strong> za volantem v barv\u00e1ch cigaretov\u00e9 zna\u010dky Gunston<\/strong>. Bylo to spojen\u00ed mimo\u0159\u00e1dn\u011b rozumn\u00e9, a z\u00e1rove\u0148 velmi proz\u00edrav\u00e9. John Love, jezdec a majitel t\u00fdmu, poch\u00e1zel ze sousedn\u00ed Rhod\u00e9sie (dne\u0161n\u00edho Zimbabwe), zat\u00edmco Gunston vyr\u00e1b\u011bl a prod\u00e1val sv\u016fj tab\u00e1k pr\u00e1v\u011b v Jihoafrick\u00e9 republice. Kolem okruhu zv\u011b\u010d\u0148ovalo n\u011bkolik plak\u00e1t\u016f bur\u00e1cej\u00edc\u00ed v\u016fz na pozad\u00ed ob\u0159\u00ed krabi\u010dky cigaret. Slogan, r\u00fdmovan\u00e1 slovn\u00ed h\u0159\u00ed\u010dka, zn\u011bl Men rate Gunston great<\/em>. Tedy: mu\u017ei pova\u017euj\u00ed Gunston za skv\u011bl\u00e9.<\/p>\n

Od toho dne v Jihoafrick\u00e9 republice se mnoho zm\u011bnilo. A p\u0159esto i o v\u00edce ne\u017e p\u016fl stolet\u00ed pozd\u011bji svi\u0161t\u00ed vozy Formule 1<\/strong> po okruz\u00edch cel\u00e9ho sv\u011bta v barv\u00e1ch sv\u00fdch sponzor\u016f<\/strong>, ozdoben\u00e9 zna\u010dkami a logy v\u0161eho druhu. Je to z\u0159ejm\u00fd, ale d\u016fle\u017eit\u00fd post\u0159eh, proto\u017ee n\u00e1s vede ke dvoj\u00edmu z\u00e1v\u011bru. Prvn\u00edm je, \u017ee sportovn\u00ed sponzoring funguje<\/strong><\/a> a je to siln\u00fd, uzn\u00e1van\u00fd a spolehliv\u00fd marketingov\u00fd n\u00e1stroj. Druh\u00fd plyne ze sylogismu: pokud sportovn\u00ed sponzoring odolal \u010dasu, ale sv\u011bt se zm\u011bnil, pak se nutn\u011b musel zm\u011bnit i zp\u016fsob, jak\u00fdm se sponzoring d\u011bl\u00e1<\/strong>.<\/p>\n

4 \u00e9ry sportovn\u00edho sponzoringu<\/h2>\n

Abychom hned rozpt\u00fdlili jak\u00e9koli pochybnosti, je t\u0159eba jasn\u011b \u0159\u00edct, \u017ee v\u0161echny firmy, od Gunstonu a\u017e po dne\u0161ek, sponzoruj\u00ed proto, aby prod\u00e1valy v\u00edc<\/strong>. Je\u0161t\u011b zjednodu\u0161en\u011b: ka\u017ed\u00fd podnik zam\u011b\u0159en\u00fd na zisk, jak\u00e9hokoli druhu a kdekoli na sv\u011bt\u011b, m\u00e1 jedin\u00fd kone\u010dn\u00fd c\u00edl, toti\u017e ovlivnit hospod\u00e1\u0159sk\u00fd v\u00fdsledek a prodat v\u00edc produkt\u016f ne\u017e v\u010dera, nebo je prodat dr\u00e1\u017e.<\/p>\n

Pojem prodeje je v\u0161ak, navzdory pom\u011brn\u011b univerz\u00e1ln\u00edmu ch\u00e1p\u00e1n\u00ed z\u00e1kladn\u00ed my\u0161lenky, velmi mnohovrstevnat\u00fd a neust\u00e1le a p\u0159ekotn\u011b se vyv\u00edj\u00ed. Dne\u0161n\u00ed firmy \u010del\u00ed nasycen\u011bj\u0161\u00edm trh\u016fm, v\u0161udyp\u0159\u00edtomn\u00e9 globalizaci, uv\u011bdom\u011blej\u0161\u00edm spot\u0159ebitel\u016fm, na\u0161t\u011bst\u00ed l\u00e9pe regulovan\u00fdm pracovn\u00edm podm\u00ednk\u00e1m a p\u0159epln\u011bn\u00e9 medi\u00e1ln\u00ed ar\u00e9n\u011b, v n\u00ed\u017e star\u00fd dobr\u00fd plak\u00e1t Gunstonu s\u00e1m o sob\u011b u\u017e nic nezm\u016f\u017ee. Kdy\u017e se m\u011bn\u00ed prodej, m\u011bn\u00ed se marketing. Kdy\u017e se m\u011bn\u00ed marketing<\/strong>, m\u011bn\u00ed se i sportovn\u00ed marketing. Zkr\u00e1tka: jak se dostat od krabi\u010dky cigaret k Web3.0<\/strong>? Jak se p\u0159ejde od oran\u017eov\u00e9ho zbarven\u00ed vozu k NFT<\/strong>?<\/p>\n

V tomto dlouhodob\u00e9m pohledu r\u00e1di rozli\u0161ujeme 4 historick\u00e9 etapy sportovn\u00edho sponzoringu v motorsportu<\/strong>. \u010cty\u0159i \u00e9ry sponzoringu, kter\u00e9 se li\u0161\u00ed zp\u016fsobem, ale ne c\u00edli, a jejich\u017e hranice jsou nutn\u011b mnohem rozmazan\u011bj\u0161\u00ed a m\u00e9n\u011b ostr\u00e9, ne\u017e lze popsat v n\u00e1sleduj\u00edc\u00edch \u0159\u00e1dc\u00edch. Rozli\u0161ujeme tyto 4 \u00e9ry:<\/p>\n

    \n
  1. \u00c9ra Exposure<\/strong><\/li>\n
  2. \u00c9ra Proof of Concept<\/strong><\/li>\n
  3. \u00c9ra Engagementu<\/strong><\/li>\n
  4. \u00c9ra Digital Monetization<\/strong><\/li>\n<\/ol>\n

    Ne\u017e se pust\u00edme do podrobnost\u00ed, je dobr\u00e9 u\u010dinit jednu pozn\u00e1mku. Vlastn\u011b dv\u011b.<\/p>\n

    Prvn\u00ed pozn\u00e1mka zn\u00ed, \u017ee nejsme akademici.<\/strong> Jde o n\u00e1\u0161 pohled na sv\u011bt sponzoringu, vych\u00e1zej\u00edc\u00ed ze zku\u0161enost\u00ed z praxe a z na\u0161ich znalost\u00ed oboru. Jist\u011b existuje n\u011bkdo na n\u011bjak\u00e9 univerzit\u011b, kdo by dok\u00e1zal nab\u00eddnout p\u0159\u00edsn\u011bj\u0161\u00ed, l\u00e9pe podlo\u017een\u00fd pohled s rozs\u00e1hlou bibliografi\u00ed. Na\u0161\u00edm c\u00edlem nen\u00ed nahradit akademickou obec, ale naopak nab\u00eddnout pohled \u010dlov\u011bka z praxe. V tomto smyslu jsou jak\u00e9koli koment\u00e1\u0159e, opravy \u010di dopln\u011bn\u00ed k tomuto textu nejen v\u00edt\u00e1ny, ale p\u0159\u00edmo \u017e\u00e1douc\u00ed.<\/strong><\/p>\n

    Druh\u00e1 pozn\u00e1mka zn\u00ed, \u017ee zn\u00e1t minulost a p\u0159em\u00fd\u0161let o p\u0159\u00edtomnosti je v ka\u017ed\u00e9m oboru zp\u016fsobem, jak se pokusit pochopit budoucnost, a nejde jen o teoretick\u00e9 hloub\u00e1n\u00ed. Profesion\u00e1lov\u00e9 ve sportovn\u00edm marketingu<\/strong> a sponzoringu<\/strong> maj\u00ed povinnost obor nejen ovl\u00e1dat, ale tak\u00e9 ho usm\u011br\u0148ovat a p\u0159edev\u0161\u00edm ho p\u0159edstavovat klient\u016fm a dr\u017eitel\u016fm sportovn\u00edch pr\u00e1v tak, aby p\u0159in\u00e1\u0161el hodnotu z\u00edtra stejn\u011b jako dnes.<\/p>\n

    \u00c9ra Exposure<\/h2>\n

    Prvn\u00ed obdob\u00ed sportovn\u00edho sponzoringu<\/strong> a sponzoringu v motorsportu se kryje s pot\u0159ebou firem budovat pov\u011bdom\u00ed<\/strong>. Pov\u011bdom\u00ed, anglicky awareness, m\u016f\u017eeme definovat jako m\u00edru, do jak\u00e9 je zna\u010dka, produkt nebo reklamn\u00ed kampa\u0148 zn\u00e1m\u00e1 a rozpoznateln\u00e1.<\/p>\n

    Prvn\u00ed pot\u0159ebou zna\u010dky je \u010dasto dostat sv\u00e9 jm\u00e9no<\/strong> k co nejv\u00edce lidem v nad\u011bji, \u017ee se z nich stanou z\u00e1kazn\u00edci nebo \u017ee zv\u00fd\u0161\u00ed sv\u016fj purchasing rate<\/em> (\u010detnost n\u00e1kup\u016f). J\u00e1 jako z\u00e1kazn\u00edk nemohu koupit ani se pokusit koupit ur\u010dit\u00fd produkt, pokud nev\u00edm, \u017ee existuje.<\/p>\n

    Tato pot\u0159eba se v\u0161ak \u010dasem m\u011bn\u00ed, jak roste konkurence v r\u00e1mci t\u00e9\u017ee kategorie zbo\u017e\u00ed a vznik\u00e1 st\u00e1le v\u00edce produkt\u016f se stejn\u00fdm \u00fa\u010delem nebo stejn\u00fdm slibem. Ot\u00e1zka se m\u011bn\u00ed z \u201ejak dostat sv\u016fj produkt do pov\u011bdom\u00ed\u201c na \u201ejak zajistit, aby si z\u00e1kazn\u00edk vybavil mou zna\u010dku, kdy\u017e stoj\u00ed p\u0159ed mno\u017estv\u00edm rovnocenn\u00fdch produkt\u016f\u201c. Zde vstupuje do hry pojem top of mind<\/em>, co\u017e je, zjednodu\u0161en\u011b \u0159e\u010deno, nej\u017e\u00e1dan\u011bj\u0161\u00ed v\u00fdvojov\u00e1 podoba pov\u011bdom\u00ed.<\/p>\n

    Na ob\u011b tyto ot\u00e1zky odpov\u00eddaj\u00ed firmy prvn\u00edch let pomoc\u00ed exposure<\/strong>, tedy \u0159adou krok\u016f, jejich\u017e c\u00edlem je co nejv\u00edce zviditelnit vlastn\u00ed zna\u010dku a produkt. Sportovn\u00ed sponzoring se v tom ukazuje jako mimo\u0159\u00e1dn\u011b siln\u00fd n\u00e1stroj<\/strong>. Sport se sv\u00fdm v\u00e1\u0161niv\u00fdm a obrovsk\u00fdm publikem je dokonal\u00fdm pl\u00e1tnem, na kter\u00e9 lze um\u00edstit logo a jm\u00e9no a kter\u00e9 lze vymalovat barvami vlastn\u00ed zna\u010dky.<\/p>\n

    To je velk\u00fd post\u0159eh cigaret Gunston a brzy i cel\u00e9ho tab\u00e1kov\u00e9ho pr\u016fmyslu, kter\u00fd, omezen\u00fd restrikcemi klasick\u00e9 reklamy, hledal zp\u016fsob, jak oslovit masu spot\u0159ebitel\u016f. Motorsport je, nikoli n\u00e1hodou, dokonal\u00fdm m\u00e9diem a auta a motocykly bur\u00e1cej\u00edc\u00ed vysokou rychlost\u00ed, \u0159\u00edzen\u00e9 ryt\u00ed\u0159i pohrdaj\u00edc\u00edmi nebezpe\u010d\u00edm, ide\u00e1ln\u00edm prost\u0159edn\u00edkem. Rychlost je mu\u017en\u00e1, odv\u00e1\u017en\u00e1, fascinuj\u00edc\u00ed a vzpurn\u00e1, p\u0159esn\u011b jako sv\u011bt, na kter\u00fd se cigarety a tab\u00e1k odvol\u00e1vaj\u00ed.<\/p>\n

    Vznikaj\u00ed velk\u00e9 sponzoringy<\/strong> na dvou i \u010dty\u0159ech kolech, kter\u00e9 dodnes barv\u00ed sny mnoha fanou\u0161k\u016f. Je tu McLaren Marlboro<\/strong> Ayrtona Senny<\/strong>, Benetton Mild Seven<\/strong> Schumachera<\/strong>, Yamaha Gauloises<\/strong> Valentina Rossiho<\/strong> nebo Honda Camel<\/strong> Maxe Biaggiho<\/strong>. Dalo by se pokra\u010dovat donekone\u010dna, od Jordanu Benson and Hedges a\u017e po odv\u00e1\u017en\u00fd dvoubarevn\u00fd BAR mlad\u00e9ho Jacquese Villeneuva<\/strong>, kter\u00fd se dokonce pokusil nechat vedle sebe existovat dv\u011b zna\u010dky spole\u010dnosti British American Tobacco, Lucky Strike a 555: a\u017e do po\u010d\u00e1tku nov\u00e9ho tis\u00edcilet\u00ed to byl p\u0159evl\u00e1daj\u00edc\u00ed trend.<\/p>\n

    Velk\u00e9 zna\u010dky a velk\u00e9 barevn\u00e9 plochy s jedin\u00fdm c\u00edlem: dostat se p\u0159ed o\u010di co nejv\u00edce lid\u00ed tak, aby si jich nemohli nev\u0161imnout.<\/p>\n

    \u00c9ra Proof of Concept<\/h2>\n

    Zat\u00edmco tab\u00e1kov\u00e9 firmy a v\u00fdrobci spot\u0159ebn\u00edho zbo\u017e\u00ed za\u010d\u00ednaj\u00ed ovl\u00e1dat a ch\u00e1pat mimo\u0159\u00e1dn\u00fd potenci\u00e1l Formule 1<\/strong>, MotoGP<\/strong><\/a> (tehdy je\u0161t\u011b naz\u00fdvan\u00e9 500cc) a dal\u0161\u00edch motoristick\u00fdch sout\u011b\u017e\u00ed, mal\u00e1, ale rostouc\u00ed skupina vysoce specializovan\u00fdch odv\u011btv\u00ed p\u0159id\u00e1v\u00e1 do skl\u00e1da\u010dky dal\u0161\u00ed d\u00edlek.<\/p>\n

    V\u00fdrobci olej\u016f, paliv, podvozk\u016f a karbur\u00e1tor\u016f pochop\u00ed, \u017ee uk\u00e1zat svou zna\u010dku je d\u016fle\u017eit\u00e9, ale spojit ji s my\u0161lenkou v\u00fdkonu je je\u0161t\u011b lep\u0161\u00ed<\/strong>. Koneckonc\u016f, kdy\u017e je n\u011bco dost dobr\u00e9 pro z\u00e1vodn\u00ed motocykl nebo auto, bude to vynikaj\u00edc\u00ed i pro vozidla na ka\u017ed\u00fd den. P\u0159ich\u00e1z\u00ed doba sponzoringu typu proof of concept<\/em>, tedy z\u00e1ruky kvality produktu nebo slu\u017eby, z n\u011bho\u017e nutn\u011b vzejdou technick\u00e9 sponzoringy a pojem dodavatele neboli \u201esuppliera\u201c.<\/p>\n

    Od poloviny sedmdes\u00e1t\u00fdch let se na zbarven\u00ed z\u00e1vodn\u00edch stroj\u016f st\u00e1le \u010dast\u011bji objevuj\u00ed zna\u010dky Goodyear, Agip,<\/strong> Magneti Marelli<\/strong> a Champion<\/strong>, kter\u00e9 poprv\u00e9 propaguj\u00ed technologickou str\u00e1nku hodnotov\u00e9ho syst\u00e9mu z\u00e1vod\u016f. Proto\u017ee z\u00e1vody byly jist\u011b mu\u017en\u00e9, fascinuj\u00edc\u00ed a synonymem odvahy, ale byly tak\u00e9, a tato my\u0161lenka se za\u010d\u00ednala prosazovat, koncentr\u00e1tem \u0161pi\u010dkov\u00e9 technologie a mechaniky. B\u00fdt sou\u010d\u00e1st\u00ed toho sv\u011bta znamenalo moci propagovat sv\u016fj produkt jako n\u011bco vynikaj\u00edc\u00edho, co se p\u0159en\u00e1\u0161\u00ed z trati na b\u011b\u017en\u00e9 silnice.<\/p>\n

    Technick\u00fd sponzoring, stejn\u011b jako \u00e9ra sponzoringu proof of concept, nikdy neskon\u010dil: z\u00e1kladn\u00ed my\u0161lenka je tak siln\u00e1, \u017ee i dnes na ni velk\u00e9 zna\u010dky jako Pirelli, Petronas a dal\u0161\u00ed giganti sv\u011btov\u00e9ho pr\u016fmyslu s\u00e1zej\u00ed s nad\u0161en\u00edm a velkou energi\u00ed. S\u00edla tohoto spojen\u00ed technick\u00e9ho sponzora a z\u00e1vod\u011bn\u00ed je tak velk\u00e1, \u017ee tyto zna\u010dky \u010dasto p\u0159ekra\u010duj\u00ed hranice okruh\u016f a samy se st\u00e1vaj\u00ed symbolem v\u00fdkonu. Za oce\u00e1nem se za\u010d\u00edn\u00e1 \u0161\u00ed\u0159it fenom\u00e9n sponsorship stickers<\/strong><\/em>, sad samolepek s hlavn\u00edmi zna\u010dkami v\u00fdrobc\u016f vozidel nebo n\u00e1hradn\u00edch d\u00edl\u016f, kter\u00e9 si mlad\u00ed lid\u00e9 lep\u00ed na sv\u00e1 zcela oby\u010dejn\u00e1 auta, aby jim dodali z\u00e1vodn\u011bj\u0161\u00ed vzhled.<\/p>\n

    Sponzoring prolomil prvn\u00ed bari\u00e9ru: z reklamn\u00edho n\u00e1stroje se stal nositelem aspirac\u00ed<\/strong>. To otev\u0159e nov\u00e9 dve\u0159e do sv\u011bta sportovn\u00edho marketingu.<\/p>\n

    \u00c9ra Engagementu<\/h2>\n

    Na po\u010d\u00e1tku nov\u00e9ho tis\u00edcilet\u00ed se sv\u011bt, p\u0159ed n\u00edm\u017e stoj\u00ed reklamn\u00ed a marketingov\u00ed odborn\u00edci po cel\u00e9m sv\u011bt\u011b, radik\u00e1ln\u011b zm\u011bnil. Reg\u00e1ly jsou zaplaven\u00e9 rovnocenn\u00fdmi produkty, rozhlas a televize vys\u00edlaj\u00ed reklamu donekone\u010dna a spot\u0159ebitel\u00e9 \u010del\u00ed dosud nev\u00eddan\u00e9mu p\u0159ebytku zbo\u017e\u00ed a informa\u010dn\u00edch sd\u011blen\u00ed. Na obzoru se pomalu r\u00fdsuje silueta nov\u00e9ho komunika\u010dn\u00edho n\u00e1stroje, internetu<\/strong>, kter\u00fd brzy obr\u00e1t\u00ed naruby zp\u016fsob, jak\u00fdm se v\u011bci d\u011blaj\u00ed a vn\u00edmaj\u00ed.<\/p>\n

    Sponzoring ve sportu a v motorsportu se ocit\u00e1 na obt\u00ed\u017en\u011b \u0159e\u0161iteln\u00e9 k\u0159i\u017eovatce. Na jedn\u00e9 stran\u011b je pov\u011bdom\u00ed vytv\u00e1\u0159en\u00e9 televiz\u00ed a m\u00e9dii minc\u00ed o dvou stran\u00e1ch, pevn\u011b sv\u00e1zanou se sledovanost\u00ed televize, kter\u00e1 za\u010d\u00edn\u00e1 trp\u011bt n\u00e1stupem pay-per-view<\/strong> a rostouc\u00ed nab\u00eddkou. Na druh\u00e9 stran\u011b je technick\u00fd sponzoring<\/strong> omezen na odv\u011btv\u00ed \u00fazce spjat\u00e1 se sv\u011btem automobil\u016f. Tab\u00e1k ve sv\u011bt\u011b z\u00e1vod\u016f zaslou\u017een\u011b skon\u010dil: \u00fa\u0159ady nejprve v Evrop\u011b a pot\u00e9 po cel\u00e9m sv\u011bt\u011b zablokovaly propagaci cigaret a tab\u00e1ku a zak\u00e1zaly jakoukoli formu sponzoringu.<\/p>\n

    Odpov\u011b\u010f, jak u\u017e to b\u00fdv\u00e1, p\u0159ijde organi\u010dt\u011bji, ne\u017e by se dalo \u010dekat. Na obzoru spot\u0159ebn\u00edho zbo\u017e\u00ed se objevuj\u00ed nov\u00e9 zna\u010dky, kter\u00e9 maj\u00ed zm\u011bnit pravidla hry. Jsou to zna\u010dky ur\u010den\u00e9 mlad\u00e9mu, no\u010dn\u00edmu publiku, kter\u00e9 \u010dte m\u00e1lo \u010dasopis\u016f a tr\u00e1v\u00ed m\u00e1lo \u010dasu u televize. Je to publikum, kter\u00e9 \u010derp\u00e1 informace hlavn\u011b od sv\u00fdch vrstevn\u00edk\u016f, a ne od jin\u00fdch generac\u00ed, a kter\u00e9 se rozhoduje podle z\u00e1\u017eitku, nikoli podle vlastnictv\u00ed. Publikum, kter\u00e9 si pot\u0159ebuje v\u011bci vyzkou\u0161et, a ne je vid\u011bt, pro\u017e\u00edt je, a ne o nich sly\u0161et vypr\u00e1v\u011bt. Je to dokonal\u00e9 publikum pro energetick\u00e9 n\u00e1poje<\/strong>.<\/p>\n

    Red Bull<\/strong>, Monster Energy<\/strong> a Rockstar<\/strong> jsou pr\u016fkopn\u00edky t\u0159et\u00ed \u00e9ry sponzoringu, \u00e9ry engagementu<\/strong>, ke kter\u00e9 se rychle p\u0159idaj\u00ed dal\u0161\u00ed odv\u011btv\u00ed.<\/p>\n

    \u00c9ra engagementu nechce jen uk\u00e1zat zna\u010dku nebo \u0159\u00edct, jak dobr\u00fd je produkt, ale jej\u00edm c\u00edlem je p\u0159edat, jak se d\u00edky zna\u010dce m\u016f\u017eete c\u00edtit. Pokud bylo z\u00e1kladn\u00edm slovesem \u00e9ry pov\u011bdom\u00ed see<\/em> a \u00e9ry proof of concept learn<\/em>, \u00e9ra engagementu s\u00e1z\u00ed na feel<\/em>. Gentlemansk\u00e1 dohoda, nikdy nepodepsan\u00e1, ale samoz\u0159ejm\u00e1, zn\u00ed: \u201eD\u00e1m ti pocit, \u017ee jsi cool, pln\u00fd energie, p\u0159ijat\u00fd do komunity, a ty ode m\u011b bude\u0161 nakupovat.\u201c Je to zlat\u00fd v\u011bk velk\u00fdch sponzorsk\u00fdch aktivac\u00ed<\/strong>: akce, koncerty, tematick\u00e9 ve\u010d\u00edrky, velk\u00e9 sout\u011b\u017ee dovednost\u00ed, mimo\u0159\u00e1dn\u011b kvalitn\u00ed merchandising, videa s kaskad\u00e9ry a \u010dasto spo\u0159e od\u011bn\u00fdmi d\u00edvkami, kter\u00e1 rychle vir\u00e1ln\u011b let\u00ed, ale maj\u00ed daleko ke klasick\u00e9 komunikaci.<\/p>\n

    Sponzoring se st\u00e1v\u00e1 n\u00e1strojem zapojen\u00ed, v\u00fdchoz\u00edm bodem, skrze n\u011bj\u017e lze za\u017e\u00edt nov\u00e9 zku\u0161enosti<\/strong>, podanou rukou k nov\u00fdm form\u00e1m z\u00e1\u017eitk\u016f, kter\u00e9 maj\u00ed podn\u00edtit zm\u011bnu chov\u00e1n\u00ed spot\u0159ebitele. Za t\u00edm v\u0161\u00edm je spousta psychologie: zna\u010dky s\u00e1zej\u00ed na emoce a soun\u00e1le\u017eitost a spojuj\u00ed n\u00e1kup s pocitem.<\/p>\n

    Ti nej\u0161ikovn\u011bj\u0161\u00ed, v tomto p\u0159\u00edpad\u011b op\u011bt energetick\u00e9 n\u00e1poje<\/strong>, se dokonce vracej\u00ed k model\u016fm grassroots sponsorship<\/strong><\/em>, kdy zdola financuj\u00ed mlad\u00e9 a velmi mlad\u00e9 sportovce, kte\u0159\u00ed je\u0161t\u011b nejsou slavn\u00ed, doprov\u00e1zej\u00ed je na cest\u011b k \u00fasp\u011bchu a pe\u010dliv\u011b vyb\u00edraj\u00ed ty nejadrenalinov\u011bj\u0161\u00ed a nejv\u00edc \u201ecool\u201c sporty. Zna\u010dka se definitivn\u011b odpout\u00e1v\u00e1 od produktu a st\u00e1v\u00e1 se z\u00e1\u017eitkem, komunitou, \u010distou emoc\u00ed: v noc\u00edch osv\u011btlen\u00fdch barevn\u00fdmi LED, zat\u00edmco auta a motocykly p\u0159edv\u00e1d\u011bj\u00ed z\u00e1vratn\u00e9 kousky a DJov\u00e9 pou\u0161t\u011bj\u00ed hudbu naplno, tan\u010d\u00ed tis\u00edce mlad\u00fdch lid\u00ed kolem loga se dv\u011bma \u010derven\u00fdmi b\u00fdky, kte\u0159\u00ed se chystaj\u00ed st\u0159etnout ve \u017elut\u00e9m kruhu. Z\u00e1zrak se kone\u010dn\u011b stal<\/strong>: motorsport se zu\u0161lechtil na svou nej\u010dist\u0161\u00ed podstatu a energie, kter\u00e1 je jeho destil\u00e1tem, slou\u017e\u00ed ke spojen\u00ed firem a spot\u0159ebitel\u016f.<\/p>\n

    \u00c9ra Digital Monetization<\/h2>\n

    Na p\u0159elomu druh\u00e9ho desetilet\u00ed nov\u00e9ho tis\u00edcilet\u00ed p\u0159inesly nov\u00e9 technologie nov\u00e9 zp\u016fsoby vztah\u016f, nov\u00e9 zp\u016fsoby nakupov\u00e1n\u00ed a nov\u00e9 zp\u016fsoby podnik\u00e1n\u00ed a vytv\u00e1\u0159en\u00ed hodnoty. Soci\u00e1ln\u00ed s\u00edt\u011b<\/strong>, dnes u\u017e prakticky zastaral\u00e9 do t\u00e9 m\u00edry, \u017ee velk\u00e1 jm\u00e9na opou\u0161t\u011bj\u00ed sc\u00e9nu, vydl\u00e1\u017edily cestu k obrovsk\u00e9 rozt\u0159\u00ed\u0161t\u011bnosti spot\u0159eby, z\u00e1\u017eitk\u016f, n\u00e1zor\u016f i vzd\u011bl\u00e1v\u00e1n\u00ed. Dokonce i Thomas Merton<\/strong>, kter\u00fd v roce 1955 napsal, \u017ee \u201e\u017e\u00e1dn\u00fd \u010dlov\u011bk nen\u00ed ostrov\u201c, by byl p\u0159ekvapen, jak moc se cel\u00fd komunika\u010dn\u00ed stroj stal vztahem jeden na jednoho a jak se pojem komunity<\/strong>, tak op\u011bvovan\u00fd jen o deset let d\u0159\u00edve, rozpad\u00e1 v individualismus, kter\u00fd je p\u0159edev\u0161\u00edm zp\u016fsobem my\u0161len\u00ed.<\/p>\n

    Vlna pandemie<\/strong>, kter\u00e1 od konce roku 2019 zas\u00e1hla planetu a vynutila si dlouh\u00e9 lockdowny<\/strong> a izolace, radik\u00e1ln\u011b zm\u011bn\u00ed zvyky mnoha lid\u00ed. Po\u010d\u00edta\u010de, mobiln\u00ed telefony a televizn\u00ed obrazovky se st\u00e1vaj\u00ed nejd\u016fle\u017eit\u011bj\u0161\u00edm, a \u010dasto jedin\u00fdm, oknem do sv\u011bta a internet se st\u00e1v\u00e1 n\u00e1strojem, jeho\u017e prost\u0159ednictv\u00edm lid\u00e9 komunikuj\u00ed. Web3.0<\/strong> m\u011bn\u00ed pohled na to, co bylo je\u0161t\u011b v\u010dera samoz\u0159ejm\u00e9: kryptom\u011bny ru\u0161\u00ed vztah s bankami a tradi\u010dn\u00edmi m\u011bnami, NFT<\/strong> m\u011bn\u00ed pojem vlastnictv\u00ed a blockchainy<\/strong> nov\u011b kresl\u00ed samotnou my\u0161lenku sm\u011bny.<\/p>\n

    K \u010demu v t\u00e9to nov\u011b definovan\u00e9 situaci slou\u017e\u00ed sponzoring v motorsportu<\/strong>? Odpov\u011b\u010f je stejn\u011b jednoduch\u00e1 jako fascinuj\u00edc\u00ed: k rozhovoru s nov\u00fdm publikem spot\u0159ebitel\u016f, kter\u00e9 st\u00e1le siln\u011bji p\u0159ij\u00edm\u00e1 my\u0161lenku digit\u00e1ln\u00ed ekonomiky navr\u017een\u00e9 kolem jednotlivce. Je to \u00e9ra \u201edigital monetization\u201c<\/strong> a vl\u00e1dnou j\u00ed kryptom\u011bny, NFT<\/strong> a decentralizovan\u00e9 platebn\u00ed syst\u00e9my.<\/p>\n

    Vozy Formule 1<\/strong> a motocykly MotoGP<\/strong> se st\u00e1vaj\u00ed m\u00edstem, kde se formuluje modern\u00ed obchodn\u00ed nab\u00eddka: investuj se mnou a do m\u011b, spole\u010dn\u011b oba zbohatneme a ud\u011bl\u00e1me to po sv\u00e9m. Pro\u010d si ale velk\u00e1 jm\u00e9na, mezi nimi Crypto.com<\/strong>, Velas, Tezos, Lunar<\/strong> a Binance<\/strong>, vyb\u00edraj\u00ed pro toto setk\u00e1n\u00ed pr\u00e1v\u011b to nejlep\u0161\u00ed z motorsportu? Odpov\u011b\u010f op\u011bt spo\u010d\u00edv\u00e1 v demografii publika: velmi mlad\u00e9ho, hyperpropojen\u00e9ho, naprosto glob\u00e1ln\u00edho a fascinovan\u00e9ho technologiemi, kter\u00e9 prostupuj\u00ed to nejlep\u0161\u00ed na dvou i \u010dty\u0159ech kolech.<\/p>\n

    Je to zcela nov\u00fd zp\u016fsob sponzoringu a tyto firmy, veden\u00e9 velmi mlad\u00fdmi lidmi, kter\u00fdm ceremoni\u00e1l tradi\u010dn\u00edho byznysu mnoho ne\u0159\u00edk\u00e1, nezaj\u00edmaj\u00ed aktivace z p\u0159elomu stolet\u00ed, a u\u017e v\u016fbec ne prost\u00e1 viditelnost. MotoGP<\/strong>, Formule 1<\/strong><\/a> a Formule E<\/strong><\/a> se st\u00e1vaj\u00ed br\u00e1nou k pos\u00edlen\u00ed nov\u00e9, rostouc\u00ed ekonomiky. Tak\u00e9 dr\u017eitel\u00e9 pr\u00e1v se mus\u00ed p\u0159izp\u016fsobit nov\u00fdm n\u00e1stroj\u016fm a postup\u016fm: tito mlad\u00ed akt\u00e9\u0159i sc\u00e9ny pot\u0159ebuj\u00ed m\u00e1lo hospitality, ale hodn\u011b podpory p\u0159i vytv\u00e1\u0159en\u00ed NFT, cht\u011bj\u00ed m\u00e1lo newsletter\u016f, ale \u017e\u00e1daj\u00ed fan tokeny. Je to nov\u00fd sv\u011bt a ti, kdo se neboj\u00ed vrhnout se do n\u011bj po hlav\u011b, uvid\u00ed na stole p\u0159ist\u00e1vat ob\u0159\u00ed kontrakty.<\/p>\n

    Sou\u010dasnost a budoucnost sponzoringu v motorsportu<\/h2>\n

    Jak jsme \u0159ekli na za\u010d\u00e1tku, tyto \u010dty\u0159i etapy sponzoringu v motorsportu<\/strong> nejsou kategorick\u00e9 ani definitivn\u00ed, a u\u017e v\u016fbec ne tak pravideln\u011b odd\u011blen\u00e9. V\u00edc ne\u017e to, v\u011b\u0159\u00edme, \u017ee je t\u0159eba je ch\u00e1pat jako tekut\u00e9 modely, kter\u00e9 se sp\u00ed\u0161 vz\u00e1jemn\u011b prol\u00ednaj\u00ed, ne\u017e aby se nahrazovaly.<\/p>\n

    V podstat\u011b: expozice<\/strong> a pov\u011bdom\u00ed<\/strong> z\u016fst\u00e1vaj\u00ed dnes stejn\u011b jako p\u0159ed 70 lety d\u016fle\u017eit\u00fdmi sou\u010d\u00e1stmi dobr\u00e9ho sponzorsk\u00e9ho pl\u00e1nu. Dnes stejn\u011b jako tehdy by ka\u017ed\u00fd klient cht\u011bl, aby jeho zna\u010dka na tomto motocyklu nebo onom aut\u011b byla o n\u011bco v\u011bt\u0161\u00ed, ne\u017e jak ji p\u0159edstavil sponzorsk\u00fd n\u00e1vrh. Engagement a souzn\u011bn\u00ed hodnotov\u00fdch syst\u00e9m\u016f jsou dnes stejn\u011b z\u00e1sadn\u00ed jako tehdy. Samy o sob\u011b ale u\u017e nesta\u010d\u00ed.<\/strong><\/p>\n

    Je proto tak\u00e9 z\u0159ejm\u00e9, \u017ee tyto \u00e9ry nevymaz\u00e1vaj\u00ed ty p\u0159edchoz\u00ed, ale spo\u0159\u00e1dan\u011b se vrstv\u00ed jedna na druhou a vytv\u00e1\u0159ej\u00ed \u00fatvar st\u00e1le v\u011bt\u0161\u00ed slo\u017eitosti, ale i st\u00e1le v\u011bt\u0161\u00edho potenci\u00e1lu. Byl-li sponzoring dobr\u00e9ho Johna Lovea geni\u00e1ln\u00edm, ale z\u00e1rove\u0148 nesm\u00edrn\u011b jednoduch\u00fdm n\u00e1padem (jako ostatn\u011b v\u0161echny geni\u00e1ln\u00ed n\u00e1pady), je sponzoring v motorsportu dnes v\u00edce\u00farov\u0148ov\u00fdm a mnohostrann\u00fdm n\u00e1strojem, se kter\u00fdm je t\u0159eba zach\u00e1zet s nad\u0161en\u00edm, ale uv\u011bdom\u011ble. P\u0159ij\u00edt dnes za firmou z oblasti decentralizovan\u00fdch plateb s nab\u00eddkou samolepky na k\u0159\u00eddle by znamenalo prok\u00e1zat medv\u011bd\u00ed slu\u017ebu odv\u011btv\u00ed, oboru i samotn\u00e9mu sportu.<\/p>\n

    Pochopit sm\u011b\u0159ov\u00e1n\u00ed trhu a sv\u011bta, v n\u011bm\u017e se pohybujeme, je na\u0161\u00edm \u00fakolem, pokud chceme d\u00e1vat \u00fa\u010dinn\u00e9 odpov\u011bdi firm\u00e1m, kter\u00e9 se n\u00e1s dnes ptaj\u00ed, jak vybudovat sv\u016fj z\u00edt\u0159ej\u0161\u00ed \u00fasp\u011bch.<\/strong><\/p>\n

    O \u010dty\u0159i roky pozd\u011bji: aktualizace pro rok 2026<\/h2>\n

    Kdy\u017e jsme tento text v \u0159\u00edjnu 2022 psali, zd\u00e1lo se, \u017ee \u00e9ra digital monetization ovl\u00e1dne cel\u00e9 desetilet\u00ed. O m\u011bs\u00edc pozd\u011bji, 11. listopadu 2022, vyhl\u00e1sila FTX, jedna z nejv\u011bt\u0161\u00edch kryptom\u011bnov\u00fdch burz na sv\u011bt\u011b, bankrot a Mercedes, kter\u00fd nesl jej\u00ed logo na vozech od roku 2021, b\u011bhem n\u011bkolika hodin partnerstv\u00ed pozastavil. Nebyl to konec kryptom\u011bn ve sportu, ale konec jedn\u00e9 euforie, a jej\u00ed pr\u016fb\u011bh jsme zrekonstruovali v na\u0161\u00ed anal\u00fdze kryptom\u011bnov\u00e9ho sponzoringu ve sportu<\/a>.<\/p>\n

    P\u0159i bli\u017e\u0161\u00edm pohledu tato ud\u00e1lost model sp\u00ed\u0161 potvrzuje, ne\u017e vyvrac\u00ed. \u00c9ry se nenahrazuj\u00ed, ale vrstv\u00ed: \u010dtvrt\u00e1 nezmizela, zmen\u0161ila se a normalizovala a dnes existuje vedle t\u0159\u00ed, kter\u00e9 j\u00ed p\u0159edch\u00e1zely. Expozice st\u00e1le plat\u00ed, technick\u00fd d\u016fkaz tak\u00e9 a engagement se stal z\u00e1kladem ka\u017ed\u00e9 seri\u00f3zn\u00ed aktivace.<\/p>\n

    Mezit\u00edm se r\u00fdsuje p\u00e1t\u00e1 \u00e9ra, kter\u00e9 r\u00e1di \u0159\u00edk\u00e1me \u00e9ra platformy. Sponzor u\u017e nekupuje jen viditelnost, technickou z\u00e1ruku, emoce nebo digit\u00e1ln\u00ed komunitu: st\u00e1v\u00e1 se sou\u010d\u00e1st\u00ed samotn\u00e9ho fungov\u00e1n\u00ed t\u00fdmu. Oracle provozuje ve sv\u00e9m cloudu simulace a z\u00e1vodn\u00ed strategii Red Bullu; podle Ampere Analysis<\/a> investuje technologick\u00fd sektor v roce 2026 do Formule 1 565 milion\u016f dolar\u016f a za pouh\u00fdch \u0161est m\u011bs\u00edc\u016f bylo podeps\u00e1no osm smluv s firmami z oblasti um\u011bl\u00e9 inteligence, od Meta AI s Mercedesem po Anthropic s Williamsem. Pokud bylo slovesem exposure see, proof of concept learn a engagementu feel, slovesem platformy je work: na zna\u010dku se ned\u00edv\u00e1me, zna\u010dku pou\u017e\u00edv\u00e1me. Kdo chce v\u011bd\u011bt, jakou hodnotu maj\u00ed takov\u00e9 smlouvy dnes, najde \u010d\u00edsla v na\u0161em pr\u016fvodci o n\u00e1kladech na sponzoring ve Formuli 1<\/a>.<\/p>\n

    Tehdej\u0161\u00ed z\u00e1v\u011br v\u0161ak plat\u00ed d\u00e1l, zm\u011bnil se jen podm\u011bt: p\u0159ij\u00edt dnes za firmou z oblasti um\u011bl\u00e9 inteligence s nab\u00eddkou samolepky na k\u0159\u00eddle by znamenalo znovu prok\u00e1zat medv\u011bd\u00ed slu\u017ebu odv\u011btv\u00ed, oboru i samotn\u00e9mu sportu.<\/p>\n

    <\/p>
    Chcete v\u011bd\u011bt, do kter\u00e9 \u00e9ry pat\u0159\u00ed v\u00e1\u0161 sponzoring?<\/strong>
    RTR Sports Marketing navrhuje sponzoring v motorsportu od roku 1995.<\/div>

    Promluvte si se specialistou<\/a>
    <\/div>\n

    Zdroje aktualizace<\/strong>: BlackBook Motorsport, Mercedes pozastavuje FTX<\/a>; SportsPro, Ampere Analysis o trhu v roce 2026<\/a>; Oracle, prodlou\u017een\u00ed spolupr\u00e1ce s Red Bull Racing<\/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\u00e9 jsou 4 \u00e9ry sponzoringu v motorsportu?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    \nPodle modelu RTR Sports jde o \u00e9ru exposure, zalo\u017eenou na \u010dist\u00e9 viditelnosti zna\u010dky; \u00e9ru proof of concept, v n\u00ed\u017e tra\u0165 dokazuje kvalitu produktu; \u00e9ru engagementu, kter\u00e1 s\u00e1z\u00ed na emoce a z\u00e1\u017eitky; a \u00e9ru digital monetization, spojenou s kryptom\u011bnami, NFT a digit\u00e1ln\u00edmi platbami.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \n

    \r\n\r\n

    \r\n Jak\u00fd byl prvn\u00ed sponzoring ve Formuli 1?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    \nJeden z prvn\u00edch se datuje do Velk\u00e9 ceny Jihoafrick\u00e9 republiky 1968, kdy Brabham soukrom\u00e9ho t\u00fdmu Johna Lovea z\u00e1vodil v barv\u00e1ch cigaret Gunston. T\u00edm za\u010dala \u00e9ra exposure, kter\u00e9 po desetilet\u00ed vl\u00e1dly tab\u00e1kov\u00e9 zna\u010dky.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \n

    \r\n\r\n

    \r\n Co se rozum\u00ed sponzoringem proof of concept?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    \nJde o sponzoring, p\u0159i n\u011bm\u017e firma vyu\u017e\u00edv\u00e1 z\u00e1vody k prok\u00e1z\u00e1n\u00ed kvality sv\u00e9ho produktu: pokud olej, palivo nebo pneumatika funguje na z\u00e1vodn\u00edm stroji, bude vynikaj\u00edc\u00ed i na silnici. Odtud poch\u00e1zej\u00ed technick\u00e9 sponzoringy a role ofici\u00e1ln\u00edho dodavatele.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \n

    \r\n\r\n

    \r\n Nahrazuj\u00ed se \u00e9ry sponzoringu navz\u00e1jem?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    \nNe, vrstv\u00ed se. Expozice, technick\u00fd d\u016fkaz, engagement a digit\u00e1ln\u00ed monetizace existuj\u00ed vedle sebe v ka\u017ed\u00e9m modern\u00edm sponzorsk\u00e9m pl\u00e1nu, s r\u016fznou v\u00e1hou podle c\u00edle zna\u010dky. Proto je \u00fa\u010dinn\u00fd sponzoring dnes v\u00edce\u00farov\u0148ov\u00fdm n\u00e1strojem.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \n

    \r\n\r\n

    \r\n Existuje p\u00e1t\u00e1 \u00e9ra sponzoringu?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n

    \nPodle n\u00e1s se pr\u00e1v\u011b r\u00fdsuje: je to \u00e9ra platformy, v n\u00ed\u017e se sponzor st\u00e1v\u00e1 sou\u010d\u00e1st\u00ed fungov\u00e1n\u00ed t\u00fdmu, jako Oracle s cloudem Red Bullu. V roce 2026 investuje technologick\u00fd sektor do Formule 1 565 milion\u016f dolar\u016f a za \u0161est m\u011bs\u00edc\u016f bylo podeps\u00e1no osm smluv s firmami z oblasti um\u011bl\u00e9 inteligence.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \n

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

    Sportovn\u00ed sponzoring, a zejm\u00e9na sponzoring v motorsportu, je flexibiln\u00ed a trojrozm\u011brn\u00fd marketingov\u00fd n\u00e1stroj, jeho\u017e role se v pr\u016fb\u011bhu let z\u00e1sadn\u011b m\u011bnila spolu se zm\u011bnami trhu, spot\u0159ebitel\u016f a regulace. Od prvn\u00edch let zalo\u017een\u00fdch na \u010dist\u00e9 viditelnosti a\u017e po dne\u0161n\u00ed rozmach decentralizovan\u00fdch financ\u00ed pro\u0161ly sponzoring a partnerstv\u00ed mimo\u0159\u00e1dn\u00fdm v\u00fdvojem. Vypr\u00e1v\u011bt o n\u011bm znamen\u00e1 vypr\u00e1v\u011bt o v\u00fdvoji sportovn\u00edho […]<\/p>\n","protected":false},"author":2,"featured_media":193232,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20229],"tags":[],"class_list":["post-242709","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"\n4 \u00e9ry sponzoringu v motorsportu (aktualizace 2026)<\/title>\n<meta name=\"description\" content=\"Od exposure po digital monetization: 4 \u00e9ry sponzoringu v motorsportu, od Gunstonu v roce 1968 po kryptom\u011bny, s aktualizac\u00ed 2026 o \u00e9\u0159e platformy.\" \/>\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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