{"id":242844,"date":"2022-04-20T09:51:40","date_gmt":"2022-04-20T07:51:40","guid":{"rendered":"https:\/\/rtrsports.com\/vzorec-nakladu-1-sponzorstvi\/"},"modified":"2026-10-08T11:53:27","modified_gmt":"2026-10-08T09:53:27","slug":"vzorec-nakladu-1-sponzorstvi","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/vzorec-nakladu-1-sponzorstvi\/","title":{"rendered":"N\u00e1klady na sponzoring F1 v roce 2026: kolik stoj\u00ed sponzorovat t\u00fdm Formule 1?"},"content":{"rendered":"<p><strong>Dne 26. \u00fanora 2026 prodlou\u017eil Oracle o n\u011bkolik let smlouvu titul\u00e1rn\u00edho sponzora t\u00fdmu Red Bull Racing. Odborn\u00fd tisk odhaduje hodnotu t\u00e9to dohody p\u0159ibli\u017en\u011b na 110 milion\u016f dolar\u016f ro\u010dn\u011b. Jde o nejvy\u0161\u0161\u00ed \u010d\u00e1stku, jak\u00e1 kdy byla zaplacena za to, aby t\u00fdm Formule 1 nesl jm\u00e9no zna\u010dky, a z\u00e1rove\u0148 o nejlep\u0161\u00ed v\u00fdchoz\u00ed bod pro odpov\u011b\u010f na ot\u00e1zku, kterou sl\u00fdch\u00e1me nej\u010dast\u011bji: kolik stoj\u00ed sponzoring ve Formuli 1?<\/strong><\/p>\n<p><em>Aktualizov\u00e1no v z\u00e1\u0159\u00ed 2026.<\/em><\/p>\n<p>Stru\u010dn\u011b: v roce 2026 se n\u00e1klady na sponzoring ve Formuli 1 pohybuj\u00ed od zhruba 2 milion\u016f dolar\u016f ro\u010dn\u011b, co\u017e je hranice, pod kterou t\u00fdmy u\u017e nic neprod\u00e1vaj\u00ed, a\u017e po v\u00edce ne\u017e 110 milion\u016f za pr\u00e1va na n\u00e1zev \u0161pi\u010dkov\u00e9ho t\u00fdmu. Dohoda st\u0159edn\u00ed kategorie, tedy logo na bo\u010dnic\u00edch nebo zadn\u00edm k\u0159\u00eddle t\u00fdmu ze st\u0159edu pole po celou sez\u00f3nu, vyjde v pr\u016fm\u011bru zhruba na 10 milion\u016f dolar\u016f ro\u010dn\u011b a t\u00e9m\u011b\u0159 v\u0161echny t\u00fdmy vy\u017eaduj\u00ed z\u00e1vazek nejm\u00e9n\u011b na dva roky. Skute\u010dn\u00e1 cena z\u00e1vis\u00ed na t\u0159ech prom\u011bnn\u00fdch: na \u00farovni partnerstv\u00ed, na zvolen\u00e9m t\u00fdmu a na aktiva\u010dn\u00edch pr\u00e1vech zahrnut\u00fdch ve smlouv\u011b.<\/p>\n<p><strong>Chcete zn\u00e1t \u010d\u00e1stku pro svou zna\u010dku?<\/strong><\/p>\n<p><a href=\"https:\/\/rtrsports.com\/cs\/blog\/formula-1-sponsorship-calculator-find-out-how-much-sponsorship-costs-in-formula-1\/\" class=\"btn\" style=\"white-space: nowrap; margin: 10px;\">Kalkula\u010dka sponzoringu F1<\/a> <a href=\"https:\/\/rtrsports.com\/cs\/sponzorsky-kontaktni-formular\/\" class=\"btn\" style=\"white-space: nowrap; margin: 10px;\">Po\u017e\u00e1dat o nab\u00eddku sponzoringu<\/a><\/p>\n<div class=\"new-blog-inline-cta\"><\/p><div><p><strong>Hlavn\u00ed body<\/strong><\/p><ul><li><strong>Rozp\u011bt\u00ed n\u00e1klad\u016f:<\/strong> sponzorovat t\u00fdm F1 v roce 2026 stoj\u00ed zhruba od 2 do v\u00edce ne\u017e 110 milion\u016f dolar\u016f ro\u010dn\u011b; pod 2 miliony u\u017e nelze koupit nic. Cel\u00fd trh poprv\u00e9 p\u0159ekra\u010duje 3 miliardy dolar\u016f, co\u017e je o 15 % v\u00edce ne\u017e v roce 2025 (Ampere Analysis).<\/li><li><strong>Nejv\u011bt\u0161\u00ed dohody:<\/strong> Oracle s Red Bullem (zhruba 110 milion\u016f ro\u010dn\u011b), HP s Ferrari (zhruba 100), Mastercard s McLarenem (90 a\u017e 100) a Petronas s Mercedesem (75 a\u017e 80). Tyto dohody spojuj\u00ed pen\u00edze a technologick\u00e9 slu\u017eby: jde sp\u00ed\u0161e o pr\u016fmyslovou integraci ne\u017e o prost\u00fd n\u00e1kup reklamn\u00edho prostoru.<\/li><li><strong>Um\u00edst\u011bn\u00ed loga je stejn\u011b d\u016fle\u017eit\u00e9 jako t\u00fdm:<\/strong> pr\u00e9miov\u00e9 plochy u \u0161pi\u010dkov\u00e9ho t\u00fdmu stoj\u00ed t\u0159ikr\u00e1t a\u017e p\u011btkr\u00e1t v\u00edce ne\u017e srovnateln\u00e9 plochy u t\u00fdmu ze st\u0159edu pole a p\u0159edn\u00ed plochy vozu generuj\u00ed dvakr\u00e1t a\u017e t\u0159ikr\u00e1t v\u00edce zobrazen\u00ed ne\u017e zadn\u00ed.<\/li><li><strong>N\u00e1vratnost:<\/strong> podle na\u0161eho benchmarku p\u0159inese dohoda st\u0159edn\u00ed kategorie za 10 milion\u016f za sez\u00f3nu 30 a\u017e 50 milion\u016f dolar\u016f v ekvivalentu medi\u00e1ln\u00ed hodnoty, pokud zna\u010dka investuje tak\u00e9 do aktivace.<\/li><li><strong>D\u00e9lka smlouvy:<\/strong> t\u00e9m\u011b\u0159 v\u0161echny t\u00fdmy vy\u017eaduj\u00ed z\u00e1vazek nejm\u00e9n\u011b na dva roky a sponzoring jedin\u00e9ho z\u00e1vodu u\u017e neexistuje.<\/li><\/ul><\/div><p><\/div>\n<p>Jako agentura pro sportovn\u00ed sponzoring buduje RTR Sports Marketing partnerstv\u00ed v motorsportu od roku 1995 a radila zna\u010dk\u00e1m na v\u0161ech \u00farovn\u00edch obchodn\u00ed hierarchie Formule 1, od prvn\u00ed region\u00e1ln\u00ed dohody a\u017e po jedn\u00e1n\u00ed o pr\u00e1vech na n\u00e1zev. \u010c\u00edsla v tomto pr\u016fvodci vych\u00e1zej\u00ed ze zve\u0159ejn\u011bn\u00fdch smluv, z odhad\u016f p\u0159edn\u00edch hodnotitelsk\u00fdch firem a z na\u0161eho vlastn\u00edho benchmarku n\u00e1klad\u016f a n\u00e1vratnosti pro rok 2026.<\/p>\n<h2>N\u00e1klady na sponzoring Formule 1: p\u0159ehledn\u00e1 tabulka pro rok 2026<\/h2>\n<p>Ne\u017e se pust\u00edme do podrobnost\u00ed, pod\u00edvejme se na t\u0159i \u00farovn\u011b, do kter\u00fdch t\u00fdmy Formule 1 dnes \u010dlen\u00ed svou obchodn\u00ed nab\u00eddku, spolu s ro\u010dn\u00edmi cenov\u00fdmi p\u00e1smy, kter\u00e1 na trhu v roce 2026 pozorujeme. V\u00fdchoz\u00edm bodem je jasn\u00e1 hranice: zhruba 2 miliony dolar\u016f ro\u010dn\u011b se z\u00e1vazkem nejm\u00e9n\u011b na dv\u011b sez\u00f3ny.<\/p>\n<table>\n<thead>\n<tr>\n<th><b>\u00darove\u0148<\/b><\/th>\n<th><b>Ro\u010dn\u00ed n\u00e1klady (USD)<\/b><\/th>\n<th><b>Co z\u00edsk\u00e1te<\/b><\/th>\n<th><b>P\u0159\u00edklad 2026<\/b><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><b>Titul\u00e1rn\u00ed sponzor (pr\u00e1va na n\u00e1zev)<\/b><\/td>\n<td><b>$25M \u2013 $110M+<\/b><\/td>\n<td>Jm\u00e9no v ofici\u00e1ln\u00edm n\u00e1zvu t\u00fdmu, zbarven\u00ed vozu, exkluzivita v oboru, glob\u00e1ln\u00ed marketingov\u00e1 pr\u00e1va<\/td>\n<td>Oracle \/ Red Bull Racing (zhruba $110M)<\/td>\n<\/tr>\n<tr>\n<td><b>Hlavn\u00ed sponzor<\/b><\/td>\n<td><b>$5M \u2013 $25M<\/b><\/td>\n<td>Pr\u00e9miov\u00e9 pozice na voze (bo\u010dnice, zadn\u00ed k\u0159\u00eddlo, halo), bez pr\u00e1v na n\u00e1zev<\/td>\n<td>Obvykl\u00e9 p\u00e1smo velk\u00fdch partner\u016f mimo titul\u00e1rn\u00edho sponzora<\/td>\n<\/tr>\n<tr>\n<td><b>P\u0159idru\u017een\u00fd \/ men\u0161\u00ed sponzor<\/b><\/td>\n<td><b>$2M \u2013 $5M<\/b><\/td>\n<td>Vedlej\u0161\u00ed plochy vozu, kombin\u00e9zy, oble\u010den\u00ed t\u00fdmu, marketingov\u00e1 pr\u00e1va<\/td>\n<td>Partne\u0159i t\u00fdm\u016f ze st\u0159edu pole<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><em>Zdroj: RTR Sports Marketing, anal\u00fdza trhu sponzoringu ve F1, stav k z\u00e1\u0159\u00ed 2026. Hodnota dohody Oracle \/ Red Bull je \u00fadaj, kter\u00fd uvedl RacingNews365 v b\u0159eznu 2026.<\/em><\/p>\n<h2>Kolik stoj\u00ed sponzorovat t\u00fdm Formule 1?<\/h2>\n<p>Sponzorovat t\u00fdm Formule 1 stoj\u00ed zhruba od 2 milion\u016f dolar\u016f ro\u010dn\u011b a\u017e po v\u00edce ne\u017e 110 milion\u016f za dohodu o pr\u00e1vech na n\u00e1zev se \u0161pi\u010dkov\u00fdm t\u00fdmem. Odpov\u011b\u010f t\u00e9m\u011b\u0159 \u00fapln\u011b z\u00e1vis\u00ed na tom, co a od koho kupujete: logo men\u0161\u00edho partnera a jm\u00e9no v ofici\u00e1ln\u00edm n\u00e1zvu Red Bullu jsou z obchodn\u00edho hlediska dva odli\u0161n\u00e9 produkty.<\/p>\n<p>Pr\u016fm\u011brn\u00e1 dohoda st\u0159edn\u00ed kategorie, tedy logo na bo\u010dnic\u00edch nebo zadn\u00edm k\u0159\u00eddle konkurenceschopn\u00e9ho t\u00fdmu ze st\u0159edu pole po celou sez\u00f3nu, se pohybuje kolem 10 milion\u016f dolar\u016f ro\u010dn\u011b. Pod t\u00edmto p\u00e1smem z\u016fst\u00e1v\u00e1 jedin\u00e1 \u00farove\u0148, men\u0161\u00ed partne\u0159i, a ta dnes za\u010d\u00edn\u00e1 zhruba na 2 milionech: vstupn\u00ed bal\u00ed\u010dky za n\u011bkolik set tis\u00edc dolar\u016f z trhu zmizely. \u0160pi\u010dkov\u00e9 t\u00fdmy si \u00fa\u010dtuj\u00ed v\u00fdraznou p\u0159ir\u00e1\u017eku: plocha, kter\u00e1 u t\u00fdmu ze st\u0159edu pole stoj\u00ed 2 miliony, m\u016f\u017ee u Red Bullu, Ferrari nebo McLarenu st\u00e1t t\u0159ikr\u00e1t a\u017e p\u011btkr\u00e1t v\u00edce, proto\u017ee nab\u00eddka je vz\u00e1cn\u00e1 a popt\u00e1vka velmi vysok\u00e1.<\/p>\n<p>V\u00edcelet\u00fd z\u00e1vazek je dnes podm\u00ednkou vstupu: t\u00e9m\u011b\u0159 v\u0161echny t\u00fdmy vy\u017eaduj\u00ed smlouvy nejm\u00e9n\u011b na dva roky a sponzoring jedin\u00e9 Velk\u00e9 ceny se u\u017e neprod\u00e1v\u00e1. Vysv\u011btluje to situace na trhu: podle <a href=\"https:\/\/www.sportspro.com\/news\/f1-sponsorship-spend-revenue-ampere-analysis-february-2026\/\" target=\"_blank\" rel=\"nofollow noopener\">Ampere Analysis<\/a> p\u0159ekro\u010d\u00ed investice do sponzoringu v \u0161ampion\u00e1tu v roce 2026 poprv\u00e9 3 miliardy dolar\u016f, oproti v\u00edce ne\u017e 2,5 miliardy v roce 2025. Samotn\u00fd technologick\u00fd sektor p\u0159edstavuje 565 milion\u016f a investice americk\u00fdch firem od roku 2023 vzrostly o 68 %. S jeden\u00e1cti t\u00fdmy a popt\u00e1vkou, kter\u00e1 roste t\u00edmto tempem, si partnery vyb\u00edraj\u00ed t\u00fdmy.<\/p>\n<p>Existuje i struktur\u00e1ln\u00ed d\u016fvod. Rozpo\u010dtov\u00fd strop, kter\u00fd v roce 2026 omezuje technick\u00e9 v\u00fddaje ka\u017ed\u00e9ho t\u00fdmu na 215 milion\u016f dolar\u016f, d\u011bl\u00e1 z p\u0159\u00edjm\u016f od sponzor\u016f nejd\u016fle\u017eit\u011bj\u0161\u00ed p\u00e1ku, kterou m\u016f\u017ee t\u00fdm je\u0161t\u011b bez omezen\u00ed rozv\u00edjet. Kdo chce pochopit, jak funguje ekonomika t\u00fdmu, najde \u00fapln\u00fd obraz v na\u0161\u00ed anal\u00fdze o tom, <a href=\"https:\/\/rtrsports.com\/cs\/blog\/jak-vydelava-tym-formule-1\/\">jak vyd\u011bl\u00e1v\u00e1 t\u00fdm Formule 1<\/a>, a v \u010dl\u00e1nku o <a href=\"https:\/\/rtrsports.com\/cs\/blog\/f1-a-rozpoctovou-kapku-vyherni-formule\/\">rozpo\u010dtov\u00e9m stropu ve F1<\/a>.<\/p>\n<div class=\"new-blog-inline-cta\"><\/p><div><strong>Odhadn\u011bte rozpo\u010det d\u0159\u00edve, ne\u017e oslov\u00edte t\u00fdm<\/strong><br \/>Sponzorsk\u00e1 kalkula\u010dka RTR v\u00e1m pom\u016f\u017ee sestavit prvn\u00ed odhad n\u00e1klad\u016f pro va\u0161i zna\u010dku.<\/div><p><a href=\"https:\/\/rtrsports.com\/cs\/blog\/formula-1-sponsorship-calculator-find-out-how-much-sponsorship-costs-in-formula-1\/\" class=\"btn\" style=\"white-space: nowrap; margin: 10px;\">Kalkula\u010dka sponzoringu F1<\/a><br \/><\/div>\n<h2>N\u00e1klady na sponzoring ve F1 \u00farove\u0148 po \u00farovni<\/h2>\n<p>Neju\u017eite\u010dn\u011bj\u0161\u00ed zp\u016fsob, jak odpov\u011bd\u011bt na ot\u00e1zku ceny, je rozd\u011blit ji podle r\u016fzn\u00fdch dostupn\u00fdch <a href=\"https:\/\/rtrsports.com\/cs\/blog\/types-of-sponsorship-in-sports\/\">typ\u016f sponzoringu<\/a>. Ka\u017ed\u00e1 \u00farove\u0148 je samostatn\u00fd obchodn\u00ed produkt: jin\u00e1 nab\u00eddka, jin\u00e1 aktiva\u010dn\u00ed pr\u00e1va a z\u00e1sadn\u011b odli\u0161n\u00fd vztah s t\u00fdmem.<\/p>\n<h3>Titul\u00e1rn\u00ed sponzor: pr\u00e1va na n\u00e1zev ($25M \u2013 $110M+)<\/h3>\n<p>Titul\u00e1rn\u00ed sponzor zauj\u00edm\u00e1 jedine\u010dn\u00e9 postaven\u00ed: jeho zna\u010dka se st\u00e1v\u00e1 sou\u010d\u00e1st\u00ed ofici\u00e1ln\u00edho n\u00e1zvu t\u00fdmu. Oracle Red Bull Racing, Scuderia Ferrari HP nebo McLaren Mastercard Formula 1 Team nejsou reklamn\u00ed slogany, ale n\u00e1zvy, pod nimi\u017e jsou t\u00fdmy p\u0159ihl\u00e1\u0161eny do \u0161ampion\u00e1tu. Titul\u00e1rn\u00ed sponzor se objevuje v ka\u017ed\u00e9 televizn\u00ed grafice, v ka\u017ed\u00e9 ofici\u00e1ln\u00ed tiskov\u00e9 zpr\u00e1v\u011b i v p\u0159ihl\u00e1\u0161k\u00e1ch FIA, a to na v\u0161ech 23 Velk\u00fdch cen\u00e1ch kalend\u00e1\u0159e pro rok 2026.<\/p>\n<p>V roce 2026 plat\u00ed titul\u00e1rn\u00ed sponzor od zhruba 25 milion\u016f dolar\u016f ro\u010dn\u011b, co\u017e je typick\u00e1 \u010d\u00e1stka pro nov\u00e9ho konstrukt\u00e9ra nebo t\u00fdm ze st\u0159edu pole, kter\u00fd hled\u00e1 partnera, na n\u011bm\u017e postav\u00ed svou obchodn\u00ed strukturu, a\u017e po zhruba 110 milion\u016f v dohod\u011b mezi Oraclem a Red Bull Racing. HP plat\u00ed Ferrari zhruba 100 milion\u016f ro\u010dn\u011b. Mastercard, kter\u00fd od roku 2026 d\u00e1v\u00e1 jm\u00e9no McLarenu a je prvn\u00edm titul\u00e1rn\u00edm sponzorem t\u00fdmu od odchodu Vodafonu na konci roku 2013, plat\u00ed podle r\u016fzn\u00fdch odhad\u016f 90 a\u017e 100 milion\u016f. Jde o dva velmi odli\u0161n\u00e9 zp\u016fsoby, jak obsadit stejnou \u00farove\u0148, a podrobn\u011b je popisujeme v anal\u00fdz\u00e1ch <a href=\"https:\/\/rtrsports.com\/cs\/blog\/sponzori-formule-1-ferrari-analyza-sponzorskeho-portfolia\/\">sponzor\u016f Ferrari<\/a> a <a href=\"https:\/\/rtrsports.com\/cs\/blog\/becoming-a-mclaren-formula-1-sponsor-what-you-need-to-know\/\">sponzor\u016f McLarenu<\/a>.<\/p>\n<p>Titul\u00e1rn\u00ed sponzo\u0159i t\u00e9m\u011b\u0159 v\u017edy vyjedn\u00e1vaj\u00ed tak\u00e9 exkluzivitu v oboru, kter\u00e1 zakazuje konkurent\u016fm ze stejn\u00e9ho odv\u011btv\u00ed sponzorovat dan\u00fd t\u00fdm. Podle na\u0161eho benchmarku tato dolo\u017eka zvy\u0161uje hodnotu smlouvy o 20 a\u017e 40 %. V roce 2026 m\u00e1 titul\u00e1rn\u00edho sponzora deset z jeden\u00e1cti t\u00fdm\u016f: jedinou v\u00fdjimkou je nov\u00e1\u010dek Cadillac, kter\u00fd sv\u00e9 portfolio postavil na partnerech, jako jsou Tommy Hilfiger a Jim Beam.<\/p>\n<h3>Hlavn\u00ed sponzor: vysok\u00e1 viditelnost bez pr\u00e1v na n\u00e1zev ($5M \u2013 $25M)<\/h3>\n<p>Hlavn\u00ed sponzo\u0159i, ozna\u010dovan\u00ed tak\u00e9 jako prim\u00e1rn\u00ed partne\u0159i, stoj\u00ed t\u011bsn\u011b pod titul\u00e1rn\u00ed \u00farovn\u00ed a p\u0159edstavuj\u00ed ide\u00e1ln\u00ed rovnov\u00e1hu pro st\u0159edn\u011b velk\u00e9 nadn\u00e1rodn\u00ed firmy, kter\u00e9 cht\u011bj\u00ed pr\u00e9miovou viditelnost bez z\u00e1vazku spojen\u00e9ho s n\u00e1zvem. Logo se nach\u00e1z\u00ed na nej\u010dast\u011bji sn\u00edman\u00fdch ploch\u00e1ch: bo\u010dnic\u00edch, koncov\u00fdch desk\u00e1ch zadn\u00edho k\u0159\u00eddla, halo a krytu motoru.<\/p>\n<p>V roce 2026 investuje hlavn\u00ed sponzor u t\u00fdmu ze st\u0159edu pole obvykle 5 a\u017e 10 milion\u016f dolar\u016f ro\u010dn\u011b a z\u00edsk\u00e1 v\u00fdraznou televizn\u00ed expozici b\u011bhem v\u0161ech Velk\u00fdch cen sez\u00f3ny. U \u0161pi\u010dkov\u00e9ho t\u00fdmu stoj\u00ed stejn\u00e1 \u00farove\u0148 15 a\u017e 25 milion\u016f: p\u0159ir\u00e1\u017eka odr\u00e1\u017e\u00ed del\u0161\u00ed \u010das na obrazovce i hodnotu image, kterou spojen\u00ed s t\u00fdmem p\u0159in\u00e1\u0161\u00ed. Mnoho bal\u00ed\u010dk\u016f zahrnuje tak\u00e9 vystoupen\u00ed jezdc\u016f, p\u0159\u00edstup k hospitality a spole\u010dn\u00fd digit\u00e1ln\u00ed obsah, p\u0159i\u010dem\u017e ka\u017ed\u00e1 z t\u011bchto polo\u017eek m\u00e1 p\u0159i vyjedn\u00e1v\u00e1n\u00ed vlastn\u00ed hodnotu.<\/p>\n<p>Je to \u00farove\u0148, kter\u00e1 nejl\u00e9pe odpov\u00edd\u00e1 zna\u010dk\u00e1m vstupuj\u00edc\u00edm do Formule 1 poprv\u00e9 s konkr\u00e9tn\u00edmi c\u00edli obchodn\u00edho rozvoje: investice je dost velk\u00e1 na to, aby p\u0159inesla m\u011b\u0159iteln\u00e9 v\u00fdsledky v B2B, a p\u0159itom nevy\u017eaduje dev\u00edtim\u00edstn\u00fd z\u00e1vazek dohody o pr\u00e1vech na n\u00e1zev.<\/p>\n<h3>P\u0159idru\u017een\u00fd a men\u0161\u00ed sponzor: vstup do F1 ($2M \u2013 $5M)<\/h3>\n<p>P\u0159idru\u017een\u00ed a men\u0161\u00ed sponzo\u0159i umis\u0165uj\u00ed logo na m\u00e9n\u011b sn\u00edman\u00e9 plochy, jako je zadn\u00ed \u010d\u00e1st karoserie, podlaha, kombin\u00e9zy a p\u0159ilby jezdc\u016f nebo oble\u010den\u00ed t\u00fdmu, a z\u00edsk\u00e1vaj\u00ed pr\u00e1vo pou\u017e\u00edvat zna\u010dku t\u00fdmu ve vlastn\u00ed komunikaci. Takov\u00e1 dohoda se \u010dasto uzav\u00edr\u00e1 s pomoc\u00ed <a href=\"https:\/\/rtrsports.com\/cs\/licencovani-znacky-2\/\">agentury pro licencov\u00e1n\u00ed sportovn\u00edch zna\u010dek<\/a>, proto\u017ee hodnota zde spo\u010d\u00edv\u00e1 sp\u00ed\u0161e ve spojen\u00ed se zna\u010dkou ne\u017e v televizn\u00ed viditelnosti.<\/p>\n<p>Rozhoduj\u00edc\u00ed prom\u011bnnou je volba t\u00fdmu. Za 2 miliony dolar\u016f z\u00edsk\u00e1te u Red Bullu nebo Ferrari na voze t\u00e9m\u011b\u0159 nulovou viditelnost: dostupn\u00fdch ploch je m\u00e1lo a soupe\u0159\u00ed o n\u011b v\u011bt\u0161\u00ed partne\u0159i. Stejn\u00e1 \u010d\u00e1stka ale m\u016f\u017ee koupit v\u00fdznamnou pozici u t\u00fdmu ze st\u0159edu nebo konce pole, kde je nab\u00eddka dostupn\u011bj\u0161\u00ed a t\u00fdm je ochotn\u011bj\u0161\u00ed sestavit bal\u00ed\u010dky bohat\u00e9 na aktivaci.<\/p>\n<h3>Minim\u00e1ln\u00ed hranice: 2 miliony dolar\u016f a dv\u011b sez\u00f3ny<\/h3>\n<p>Jak\u00fd je nejlevn\u011bj\u0161\u00ed sponzoring ve Formuli 1? Dnes je odpov\u011b\u010f jednozna\u010dn\u00e1: zhruba 2 miliony dolar\u016f ro\u010dn\u011b se z\u00e1vazkem nejm\u00e9n\u011b na dv\u011b sez\u00f3ny. Pod touto hranic\u00ed t\u00fdmy u\u017e nic neprod\u00e1vaj\u00ed: zmizely mal\u00e9 vstupn\u00ed bal\u00ed\u010dky za n\u011bkolik set tis\u00edc dolar\u016f a neexistuje u\u017e ani sponzoring jedin\u00e9 Velk\u00e9 ceny, kter\u00fd zna\u010dce umo\u017e\u0148oval b\u00fdt vid\u011bt jen na dom\u00e1c\u00edm z\u00e1vod\u011b.<\/p>\n<p>Pro pl\u00e1nov\u00e1n\u00ed rozpo\u010dtu to m\u00e1 konkr\u00e9tn\u00ed d\u016fsledek: vstup do Formule 1 je t\u0159eba ch\u00e1pat jako investici nejm\u00e9n\u011b 4 milion\u016f dolar\u016f za dva roky, ke kter\u00e9 se p\u0159ipo\u010d\u00edt\u00e1vaj\u00ed v\u00fddaje na aktivaci. Zna\u010dky, jejich\u017e c\u00edle se omezuj\u00ed na jedin\u00fd trh nebo jedinou akci, by m\u011bly zv\u00e1\u017eit jin\u00e9 formy p\u0159\u00edtomnosti, od hospitality na okruhu po dal\u0161\u00ed s\u00e9rie motorsportu, kter\u00e9 srovn\u00e1v\u00e1me d\u00e1le.<\/p>\n<div class=\"new-blog-inline-cta\"><\/p><div><strong>Nev\u00edte, kter\u00e1 \u00farove\u0148 se hod\u00ed pro va\u0161i zna\u010dku?<\/strong><br \/>RTR Sports je na t\u00fdmech nez\u00e1visl\u00e1: pom\u016f\u017eeme v\u00e1m vybrat \u00farove\u0148, t\u00fdm a strukturu aktivace, kter\u00e9 ve va\u0161em oboru p\u0159inesou nejv\u00edce.<\/div><p><a href=\"https:\/\/rtrsports.com\/cs\/proc-si-vybrat-rtr-sport\/\" class=\"btn\" style=\"white-space: nowrap; margin: 10px;\">Pro\u010d zvolit RTR Sports<\/a><br \/><\/div>\n<h2>Kolik skute\u010dn\u011b plat\u00ed titul\u00e1rn\u00ed sponzo\u0159i F1 v roce 2026<\/h2>\n<p>Tabulka shrnuje hlavn\u00ed dohody titul\u00e1rn\u00edch sponzor\u016f v sez\u00f3n\u011b 2026. Ve Formuli 1 strany hodnotu smluv t\u00e9m\u011b\u0159 nikdy nezve\u0159ej\u0148uj\u00ed: uveden\u00e1 \u010d\u00edsla jsou odhady odborn\u00e9ho tisku, a kde se zdroje rozch\u00e1zej\u00ed, uv\u00e1d\u00edme rozp\u011bt\u00ed. \u00dapln\u00fd seznam v\u0161ech jeden\u00e1cti t\u00fdm\u016f najdete v na\u0161em pr\u016fvodci po <a href=\"https:\/\/rtrsports.com\/cs\/blog\/titulni-sponzor-kazdeho-tymu-v-sezone-2026-formule-1\/\">titul\u00e1rn\u00edch sponzorech v\u0161ech t\u00fdm\u016f F1 v roce 2026<\/a>.<\/p>\n<table>\n<thead>\n<tr>\n<th><b>Sponzor<\/b><\/th>\n<th><b>T\u00fdm<\/b><\/th>\n<th><b>Odhadovan\u00e1 hodnota<\/b><\/th>\n<th><b>Co sponzor z\u00edsk\u00e1v\u00e1<\/b><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><b>Oracle<\/b><\/td>\n<td>Red Bull Racing<\/td>\n<td>zhruba $110M ro\u010dn\u011b<\/td>\n<td>Pr\u00e1va na n\u00e1zev a cloudov\u00e1 infrastruktura pro simulace, z\u00e1vodn\u00ed strategii a anal\u00fdzu dat; v\u00edcelet\u00e9 prodlou\u017een\u00ed ozn\u00e1meno 26. \u00fanora 2026<\/td>\n<\/tr>\n<tr>\n<td><b>HP<\/b><\/td>\n<td>Scuderia Ferrari<\/td>\n<td>zhruba $100M ro\u010dn\u011b<\/td>\n<td>Pr\u00e1va na n\u00e1zev od roku 2024, vysoce v\u00fdkonn\u00e9 v\u00fdpo\u010dty pro konstrukci a pr\u00e1va na co-branding produkt\u016f<\/td>\n<\/tr>\n<tr>\n<td><b>Mastercard<\/b><\/td>\n<td>McLaren<\/td>\n<td>$90M \u2013 $100M ro\u010dn\u011b<\/td>\n<td>Pr\u00e1va na n\u00e1zev od roku 2026 se smlouvou do poloviny 30. let; exkluzivita ve finan\u010dn\u00edch slu\u017eb\u00e1ch<\/td>\n<\/tr>\n<tr>\n<td><b>Petronas<\/b><\/td>\n<td>Mercedes-AMG<\/td>\n<td>$75M \u2013 $80M ro\u010dn\u011b<\/td>\n<td>Dlouholet\u00e9 technick\u00e9 partnerstv\u00ed v oblasti paliv a maziv vyv\u00edjen\u00fdch s programem pohonn\u00e9 jednotky<\/td>\n<\/tr>\n<tr>\n<td><b>Aramco<\/b><\/td>\n<td>Aston Martin<\/td>\n<td>zhruba $75M ro\u010dn\u011b<\/td>\n<td>Energetick\u00e9 partnerstv\u00ed; Aramco m\u00e1 opci, zve\u0159ejn\u011bnou v roce 2022, na z\u00edsk\u00e1n\u00ed 10 % t\u00fdmu<\/td>\n<\/tr>\n<tr>\n<td><b>Revolut<\/b><\/td>\n<td>Audi<\/td>\n<td>$40M \u2013 $75M ro\u010dn\u011b (odhady se li\u0161\u00ed)<\/td>\n<td>Pr\u00e1va na n\u00e1zev od debutu Audi v roce 2026; doklad rostouc\u00ed v\u00e1hy fintechu ve F1<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><em>Zdroje: RacingNews365 (b\u0159ezen 2026), SportsPro, BlackBook Motorsport, The Race.<\/em><\/p>\n<p>Mnoh\u00e9 napov\u00ed i zbytek startovn\u00edho pole. Visa prodlou\u017eila titul\u00e1rn\u00ed sponzoring t\u00fdmu Visa Cash App Racing Bulls do roku 2030; Toyota Gazoo Racing nahradila jako titul\u00e1rn\u00ed sponzor Haasu spole\u010dnost MoneyGram, kter\u00e1 platila zhruba 20 milion\u016f ro\u010dn\u011b; a Atlassian podepsal s Williamsem nejv\u011bt\u0161\u00ed obchodn\u00ed dohodu v historii t\u00fdmu. Hodnota t\u011bchto smluv nebyla zve\u0159ejn\u011bna.<\/p>\n<p>Jednu v\u011bc je dobr\u00e9 m\u00edt na pam\u011bti: tato \u010d\u00edsla kombinuj\u00ed pen\u00edze a slu\u017eby. P\u0159\u00edsp\u011bvek Oraclu zahrnuje cloudovou infrastrukturu, na kter\u00e9 b\u011b\u017e\u00ed simulace a z\u00e1vodn\u00ed strategie Red Bullu, p\u0159\u00edsp\u011bvek HP v\u00fdpo\u010detn\u00ed hardware Scuderie. V obou p\u0159\u00edpadech jde o technologick\u00e9 partnerstv\u00ed d\u0159\u00edve ne\u017e o marketingovou dohodu, a pr\u00e1v\u011b to vysv\u011btluje, pro\u010d dnes technologick\u00e9 firmy ovl\u00e1daj\u00ed \u010delo startovn\u00edho pole. P\u0159\u00edpad Red Bullu popisujeme cel\u00fd v anal\u00fdze <a href=\"https:\/\/rtrsports.com\/cs\/blog\/sponzor-red-bull-racing-formule-1-analyza-sponzorskeho-portfolia\/\">sponzor\u016f Red Bull Racing<\/a>.<\/p>\n<h2>Osm faktor\u016f, kter\u00e9 ur\u010duj\u00ed cenu<\/h2>\n<p>Faktory, kter\u00e9 h\u00fdbou cenou sponzoringu ve F1, jsou konkr\u00e9tn\u00ed, m\u011b\u0159iteln\u00e9 a vyjednateln\u00e9. Pochopit, <a href=\"https:\/\/rtrsports.com\/cs\/blog\/jak-funguje-sponzoring-motoristickeho-sportu\/\">jak funguje sponzoring v motorsportu<\/a> na t\u00e9to \u00farovni, je prvn\u00edm krokem k dohod\u011b, kter\u00e1 stoj\u00ed za to, co stoj\u00ed.<\/p>\n<ol>\n<li><strong>Postaven\u00ed t\u00fdmu v po\u0159ad\u00ed.<\/strong> T\u0159i nejlep\u0161\u00ed t\u00fdmy si za srovnateln\u00e9 pozice \u00fa\u010dtuj\u00ed t\u0159ikr\u00e1t a\u017e p\u011btkr\u00e1t v\u00edce ne\u017e t\u00fdmy z konce pole. Bo\u010dnice na voze, kter\u00fd bojuje o titul, a bo\u010dnice na voze ze st\u0159edu pole jsou dva r\u016fzn\u00e9 produkty: li\u0161\u00ed se \u010das na obrazovce i hodnota image.<\/li>\n<li><strong>Um\u00edst\u011bn\u00ed na voze.<\/strong> P\u0159edn\u00ed k\u0159\u00eddlo, bo\u010dnice, halo, zadn\u00ed k\u0159\u00eddlo, kryt motoru a nos maj\u00ed podle \u00fahl\u016f kamer r\u016fzn\u00e9 n\u00e1klady na tis\u00edc zobrazen\u00ed. P\u0159edn\u00ed plochy vozu generuj\u00ed dvakr\u00e1t a\u017e t\u0159ikr\u00e1t v\u00edce zobrazen\u00ed ne\u017e zadn\u00ed.<\/li>\n<li><strong>Exkluzivita v oboru.<\/strong> Vylou\u010den\u00ed konkurent\u016f z vlastn\u00edho odv\u011btv\u00ed zvy\u0161uje hodnotu smlouvy o 20 a\u017e 40 %. V p\u0159epln\u011bn\u00fdch odv\u011btv\u00edch, jako jsou technologie, finan\u010dn\u00ed slu\u017eby a energetika, je to \u010dasto strategicky nejd\u016fle\u017eit\u011bj\u0161\u00ed dolo\u017eka.<\/li>\n<li><strong>Zahrnut\u00e1 aktiva\u010dn\u00ed pr\u00e1va.<\/strong> Vystoupen\u00ed jezdc\u016f, hospitality v Paddock Clubu, pr\u00e1va na tvorbu obsahu a pou\u017e\u00edv\u00e1n\u00ed zna\u010dky maj\u00ed ka\u017ed\u00e9 svou hodnotu. Samotn\u00e9 logo bez pr\u00e1v stoj\u00ed mnohem m\u00e9n\u011b ne\u017e pln\u00e9 partnerstv\u00ed a zna\u010dky, kter\u00e9 pl\u00e1nuj\u00ed intenzivn\u00ed aktivaci, by si tato pr\u00e1va m\u011bly vyjednat hned na za\u010d\u00e1tku.<\/li>\n<li><strong>D\u00e9lka smlouvy.<\/strong> T\u00e9m\u011b\u0159 v\u0161echny t\u00fdmy vy\u017eaduj\u00ed minim\u00e1ln\u00ed z\u00e1vazek na dv\u011b sez\u00f3ny a sponzoring jedin\u00e9ho z\u00e1vodu se u\u017e neprod\u00e1v\u00e1. D\u00e9lka smlouvy je tak podm\u00ednkou vstupu d\u0159\u00edve, ne\u017e se stane cenovou p\u00e1kou.<\/li>\n<li><strong>Pr\u00e1va k podobizn\u011b jezdc\u016f.<\/strong> Zapojit jezdce do vlastn\u00edch kampan\u00ed vy\u017eaduje samostatnou smlouvu, kter\u00e1 je u \u0161pi\u010dkov\u00fdch jezdc\u016f v\u00fdznamnou n\u00e1kladovou polo\u017ekou. Jakou maj\u00ed dnes jezdci na trhu hodnotu, ukazuje na\u0161e anal\u00fdza o tom, <a href=\"https:\/\/rtrsports.com\/cs\/blog\/how-much-do-formula-1-drivers-make\/\">kolik vyd\u011bl\u00e1v\u00e1 jezdec Formule 1<\/a>.<\/li>\n<li><strong>Hospitality a p\u0159\u00edstup do paddocku.<\/strong> Paddock Club, prohl\u00eddky box\u016f a VIP programy se plat\u00ed zvl\u00e1\u0161\u0165, mimo logo. Pro B2B zna\u010dky se zde \u010dasto nach\u00e1z\u00ed nejl\u00e9pe m\u011b\u0159iteln\u00e1 obchodn\u00ed n\u00e1vratnost.<\/li>\n<li><strong>Geografick\u00fd trh.<\/strong> Aktiva\u010dn\u00ed pr\u00e1va pro jedin\u00fd trh (USA, Evropa, Asie a Tichomo\u0159\u00ed, Bl\u00edzk\u00fd v\u00fdchod) se st\u00e1le \u010dast\u011bji prod\u00e1vaj\u00ed odd\u011blen\u011b a glob\u00e1ln\u00ed pr\u00e1va stoj\u00ed v\u00fdrazn\u011b v\u00edce.<\/li>\n<\/ol>\n<h2>Kolik stoj\u00ed um\u00edstit logo na v\u016fz Formule 1<\/h2>\n<p>V r\u00e1mci stejn\u00e9 \u00farovn\u011b m\u00e1 na to, co dohoda vr\u00e1t\u00ed, nejv\u011bt\u0161\u00ed vliv um\u00edst\u011bn\u00ed loga na voze. Televizn\u00ed kamery, z\u00e1b\u011bry z palubn\u00ed kamery a fotografie z p\u00f3dia zachycuj\u00ed n\u011bkter\u00e9 plochy mnohem \u010dast\u011bji ne\u017e jin\u00e9 a dv\u011b zna\u010dky, kter\u00e9 zaplat\u00ed stejnou \u010d\u00e1stku, mohou z\u00edskat velmi rozd\u00edlnou medi\u00e1ln\u00ed hodnotu. Pro finan\u010dn\u00edho \u0159editele je ot\u00e1zka um\u00edst\u011bn\u00ed ot\u00e1zkou hodnoty: nekupuje se \u201esponzoring ve F1\u201c, kupuje se m\u011b\u0159iteln\u00e9 mno\u017estv\u00ed \u010dasu na obrazovce. Pozice se d\u011bl\u00ed do t\u0159\u00ed t\u0159\u00edd.<\/p>\n<table>\n<thead>\n<tr>\n<th><b>T\u0159\u00edda<\/b><\/th>\n<th><b>Pozice na voze<\/b><\/th>\n<th><b>Televizn\u00ed expozice<\/b><\/th>\n<th><b>Za co se skute\u010dn\u011b plat\u00ed<\/b><\/th>\n<th><b>\u00darove\u0148 n\u00e1klad\u016f<\/b><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><b>T\u0159\u00edda 1: pr\u00e9miov\u00e9 pozice<\/b><\/td>\n<td>Bo\u010dnice, kryt motoru, hlavn\u00ed list zadn\u00edho k\u0159\u00eddla, airbox<\/td>\n<td>Nejvy\u0161\u0161\u00ed: t\u00e9m\u011b\u0159 v ka\u017ed\u00e9m celkov\u00e9m z\u00e1b\u011bru, z\u00e1b\u011bru z palubn\u00ed kamery a z p\u00f3dia<\/td>\n<td>Maxim\u00e1ln\u00ed kumulovan\u00fd \u010das na obrazovce a trval\u00e9 spojen\u00ed s jedouc\u00edm vozem<\/td>\n<td>Titul\u00e1rn\u00ed \/ hlavn\u00ed ($25M \u2013 $110M+ \/ $5M \u2013 $25M)<\/td>\n<\/tr>\n<tr>\n<td><b>T\u0159\u00edda 2: pozice vysok\u00e9 hodnoty<\/b><\/td>\n<td>Halo, nos, p\u0159edn\u00ed k\u0159\u00eddlo, boky kokpitu<\/td>\n<td>Velmi vysok\u00e1: v\u00fdrazn\u00e1 p\u0159\u00edtomnost v palubn\u00edch z\u00e1b\u011brech, na startu a v souboj\u00edch<\/td>\n<td>Mnoho zobrazen\u00ed za zlomek n\u00e1klad\u016f t\u0159\u00eddy 1<\/td>\n<td>Hlavn\u00ed ($5M \u2013 $25M)<\/td>\n<\/tr>\n<tr>\n<td><b>T\u0159\u00edda 3: podp\u016frn\u00fd branding<\/b><\/td>\n<td>Koncov\u00e9 desky zadn\u00edho k\u0159\u00eddla, zrc\u00e1tka, okraj podlahy, kombin\u00e9za, p\u0159ilba, box a oble\u010den\u00ed t\u00fdmu<\/td>\n<td>Omezen\u00e1 a z\u00e1visl\u00e1 na \u00fahlu kamery<\/td>\n<td>Marketingov\u00e1 pr\u00e1va, hospitality a p\u0159\u00edstup k B2B sp\u00ed\u0161e ne\u017e televizn\u00ed viditelnost<\/td>\n<td>P\u0159idru\u017een\u00fd \/ men\u0161\u00ed \/ vstupn\u00ed ($2M \u2013 $5M)<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3>Pro\u010d n\u011bkter\u00e1 loga stoj\u00ed desetkr\u00e1t v\u00edce ne\u017e jin\u00e1<\/h3>\n<p>Stejn\u00e9 logo m\u016f\u017ee na jednom voze st\u00e1t desetkr\u00e1t v\u00edce ne\u017e na jin\u00e9m a rozd\u00edl nen\u00ed n\u00e1hodn\u00fd. S\u010d\u00edtaj\u00ed se t\u0159i faktory: jak \u010dasto je plocha sn\u00edm\u00e1na, co\u017e p\u0159edstavuje n\u00e1sobek dva a\u017e t\u0159i mezi p\u0159edn\u00ed a zadn\u00ed \u010d\u00e1st\u00ed; postaven\u00ed t\u00fdmu v po\u0159ad\u00ed, kter\u00e9 mezi \u0161pi\u010dkov\u00fdm t\u00fdmem a t\u00fdmem z konce pole znamen\u00e1 trojn\u00e1sobek a\u017e p\u011btin\u00e1sobek; a exkluzivita spolu s aktiva\u010dn\u00edmi pr\u00e1vy, kter\u00e9 p\u0159id\u00e1vaj\u00ed zbytek. Pr\u00e9miov\u00e1 pozice u t\u00fdmu ze \u0161pi\u010dky s exkluzivitou v oboru stoj\u00ed o \u0159\u00e1d v\u00edce ne\u017e podp\u016frn\u00e1 pozice na voze ze st\u0159edu pole.<\/p>\n<p>Expozice, kterou tyto pozice zachycuj\u00ed, se dnes m\u011b\u0159\u00ed velmi p\u0159esn\u011b. Podle <a href=\"https:\/\/www.blackbookmotorsport.com\/news\/f1-sponsor-media-value-relo-metrics-monaco-miami-lego-august-2025\/\" target=\"_blank\" rel=\"nofollow noopener\">Relo Metrics<\/a> vygenerovala Formule 1 b\u011bhem prvn\u00edch jeden\u00e1cti z\u00e1vodn\u00edch v\u00edkend\u016f roku 2025 pro sponzory medi\u00e1ln\u00ed hodnotu 665 milion\u016f dolar\u016f, z toho v\u00edce ne\u017e 63 % na soci\u00e1ln\u00edch s\u00edt\u00edch. Samotn\u00e1 Velk\u00e1 cena Austr\u00e1lie p\u0159inesla 41 milion\u016f dolar\u016f a 23 miliard zobrazen\u00ed, p\u0159i\u010dem\u017e soci\u00e1ln\u00ed s\u00edt\u011b tvo\u0159ily 73 % celkov\u00e9 hodnoty.<\/p>\n<p>Nejpou\u010dn\u011bj\u0161\u00ed je v\u0161ak jin\u00fd \u00fadaj: hodnotu vytv\u00e1\u0159\u00ed viditelnost, ne v\u00edt\u011bzstv\u00ed. Relo Metrics ozna\u010dila Monako za nejcenn\u011bj\u0161\u00ed z\u00e1vod prvn\u00ed poloviny roku 2025 pro sponzory, mimo jin\u00e9 proto, \u017ee n\u00edzk\u00e1 rychlost a \u00fazk\u00e1 tra\u0165 dr\u017e\u00ed zbarven\u00ed voz\u016f a reklamn\u00ed panely d\u00e9le na obrazovce. A Ferrari, kter\u00e9 v prvn\u00ed polovin\u011b sez\u00f3ny nevyhr\u00e1lo jedinou Velkou cenu, bylo t\u00fdmem s nejvy\u0161\u0161\u00ed hodnotou na soci\u00e1ln\u00edch s\u00edt\u00edch: 73,8 milionu dolar\u016f. Pou\u010den\u00ed pro zna\u010dku je jasn\u00e9: kupuje se \u010das na obrazovce a kvalita expozice, nikoli ozna\u010den\u00ed pozice ani v\u00edt\u011bzn\u00fd t\u00fdm. Proto je nutn\u00e9 um\u00edst\u011bn\u00ed v\u017edy posuzovat ve vztahu k cen\u011b, s nez\u00e1visl\u00fdm odhadem o\u010dek\u00e1van\u00e9 medi\u00e1ln\u00ed hodnoty, a ne podle obchodn\u00edch projekc\u00ed t\u00fdmu.<\/p>\n<h2>V\u016fz F1 jako medi\u00e1ln\u00ed kan\u00e1l<\/h2>\n<p>V\u016fz Formule 1 nen\u00ed billboard. Billboard je statick\u00e1 plocha prod\u00e1van\u00e1 podle doby a m\u00edsta; v\u016fz F1 je medi\u00e1ln\u00ed kan\u00e1l v pohybu, kter\u00fd se m\u011b\u0159\u00ed \u010dasem na obrazovce, zobrazen\u00edmi na soci\u00e1ln\u00edch s\u00edt\u00edch a ekvivalentem reklamn\u00ed hodnoty, b\u011bhem 23 z\u00e1vodn\u00edch v\u00edkend\u016f a dvan\u00e1cti m\u011bs\u00edc\u016f redak\u010dn\u00edho a soci\u00e1ln\u00edho obsahu kolem nich. Tomu odpov\u00edd\u00e1 i logika n\u00e1kupu.<\/p>\n<p>Kdo sponzoruje v\u016fz, kupuje pod\u00edl na celkov\u00e9 medi\u00e1ln\u00ed stop\u011b t\u00fdmu. Tato stopa m\u00e1 t\u0159i slo\u017eky: p\u0159\u00edm\u00fd p\u0159enos s jedouc\u00edm vozem; soci\u00e1ln\u00ed a digit\u00e1ln\u00ed obsah t\u00fdmu a jezdc\u016f, od sest\u0159ih\u016f po obsah vytv\u00e1\u0159en\u00fd fanou\u0161ky; a fotografie a tisk, od agenturn\u00edch sn\u00edmk\u016f po spole\u010dn\u00fd obsah. Dob\u0159e um\u00edst\u011bn\u00fd sponzor vytv\u00e1\u0159\u00ed hodnotu na v\u0161ech t\u0159ech front\u00e1ch sou\u010dasn\u011b a po celou dobu trv\u00e1n\u00ed smlouvy: na rozd\u00edl od kampan\u011b dohoda ve Formuli 1 nekon\u010d\u00ed s koncem vys\u00edl\u00e1n\u00ed reklamy.<\/p>\n<p>M\u011bn\u00ed se tak\u00e9 televizn\u00ed prost\u0159ed\u00ed. V USA p\u0159e\u0161la od roku 2026 pr\u00e1va od ESPN k Applu na z\u00e1klad\u011b p\u011btilet\u00e9 smlouvy v hodnot\u011b zhruba 150 milion\u016f dolar\u016f ro\u010dn\u011b, kterou jsme rozebrali v \u010dl\u00e1nku o <a href=\"https:\/\/rtrsports.com\/cs\/blog\/apple-a-formule-1-strategicka-dohoda-za-750-milionu-dolaru-ktera-zmeni-streamovani-sportovnich-prenosu\/\">dohod\u011b Applu s Formul\u00ed 1<\/a>. Pro sponzory s c\u00edli v USA je to zm\u011bna, kterou je dobr\u00e9 pozorn\u011b sledovat, proto\u017ee p\u0159esouv\u00e1 \u010d\u00e1st publika od klasick\u00e9 televize ke streamingu.<\/p>\n<h2>N\u00e1vratnost sponzoringu ve Formuli 1<\/h2>\n<p>Na ot\u00e1zku n\u00e1vratnosti investice existuje dnes konkr\u00e9tn\u011bj\u0161\u00ed odpov\u011b\u010f ne\u017e p\u0159ed deseti lety, proto\u017ee hodnotitelsk\u00e9 firmy jako Relo Metrics, Nielsen Sports a GumGum vnesly metodu do oboru, kter\u00fd d\u0159\u00edve st\u00e1l na p\u0159ibli\u017en\u00fdch odhadech.<\/p>\n<div class=\"new-blog-inline-cta\"><\/p><h3 class=\"h6\">\u010ct\u011bte tak\u00e9: <a href=\"https:\/\/rtrsports.com\/cs\/blog\/maximalizace-navratnosti-investic-do-sponzorstvi-v-motoristickem-sportu-strategicky-pruvodce\/\">jak maximalizovat n\u00e1vratnost sponzoringu v motorsportu<\/a><\/h3><p><\/div>\n<p>N\u00e1\u0161 benchmark ukazuje, \u017ee dohoda st\u0159edn\u00ed kategorie za 10 milion\u016f dolar\u016f p\u0159inese za sez\u00f3nu 30 a\u017e 50 milion\u016f v ekvivalentu reklamn\u00ed hodnoty, tedy trojn\u00e1sobnou a\u017e p\u011btin\u00e1sobnou n\u00e1vratnost, je\u0161t\u011b p\u0159ed zapo\u010dten\u00edm v\u00fddaj\u016f na aktivaci. Jde o \u0159\u00e1dov\u00fd odhad, ne o slib: v\u00fdsledek se v\u00fdrazn\u011b li\u0161\u00ed podle t\u00fdmu, um\u00edst\u011bn\u00ed loga a p\u0159edev\u0161\u00edm podle toho, co zna\u010dka kolem smlouvy vybuduje.<\/p>\n    <div class=\"new-blog-stats-bar\">\r\n                    <div class=\"new-blog-stat-item\">\r\n                <span class=\"h1\">\r\n                    831                                            <span class=\"unit\">M<\/span>\r\n                                    <\/span>\r\n                <div class=\"stat-label\">Fanou\u0161ci F1 ve sv\u011bt\u011b (Nielsen 2026)<\/div>\r\n            <\/div>\r\n                    <div class=\"new-blog-stat-item\">\r\n                <span class=\"h1\">\r\n                    43                                            <span class=\"unit\">%<\/span>\r\n                                    <\/span>\r\n                <div class=\"stat-label\">Fanou\u0161ci mlad\u0161\u00ed 35 let<\/div>\r\n            <\/div>\r\n                    <div class=\"new-blog-stat-item\">\r\n                <span class=\"h1\">\r\n                    76                                            <span class=\"unit\">M<\/span>\r\n                                    <\/span>\r\n                <div class=\"stat-label\">Pr\u016fm\u011brn\u011b div\u00e1k\u016f TV na GP (2025)<\/div>\r\n            <\/div>\r\n            <\/div>\r\n    \n<p>Z\u00e1kladem t\u011bchto \u010d\u00edsel je publikum. Podle nejnov\u011bj\u0161\u00edho odhadu Nielsenu, <a href=\"https:\/\/www.forbes.com\/sites\/maurybrown\/2026\/07\/01\/powered-by-gen-z-formula-1-hits-estimated-831-million-fans-worldwide\/\" target=\"_blank\" rel=\"nofollow noopener\">o kter\u00e9m Forbes informoval v \u010dervenci 2026<\/a>, m\u00e1 Formule 1 ve sv\u011bt\u011b zhruba 831 milion\u016f fanou\u0161k\u016f. Podle <a href=\"https:\/\/www.formula1.com\/en\/latest\/article\/formula-1s-record-breaking-2025-season-in-numbers.irq7aR8PcyAw7ysO72vJn\" target=\"_blank\" rel=\"nofollow noopener\">ofici\u00e1ln\u00edch \u00fadaj\u016f za sez\u00f3nu 2025<\/a> je 43 % z nich mlad\u0161\u00edch 35 let a 42 % tvo\u0159\u00ed \u017eeny, tedy dv\u011b skupiny, kter\u00e9 klasick\u00e1 reklama oslovuje jen obt\u00ed\u017en\u011b; ve stejn\u00e9m roce p\u0159il\u00e1kaly Velk\u00e9 ceny na okruhy 6,7 milionu div\u00e1k\u016f. Kumulovan\u00e9 televizn\u00ed publikum v roce 2025 dos\u00e1hlo 1,83 miliardy, v pr\u016fm\u011bru 76,1 milionu div\u00e1k\u016f na jednu Velkou cenu.<\/p>\n<p>V USA, na nejrychleji rostouc\u00edm trhu, uzav\u0159ela ESPN v roce 2025 sv\u016fj posledn\u00ed rok pr\u00e1v rekordn\u00edm pr\u016fm\u011brem 1,3 milionu div\u00e1k\u016f na z\u00e1vod, o 135 % v\u00edce ne\u017e v roce 2018, jak uv\u00e1d\u00ed <a href=\"https:\/\/espnpressroom.com\/us\/press-releases\/2025\/12\/espn-finishes-final-formula-1-season-with-all-time-viewership-record\/\" target=\"_blank\" rel=\"nofollow noopener\">tiskov\u00e1 zpr\u00e1va ESPN<\/a>.<\/p>\n<p>M\u00e1 to ov\u0161em i druhou stranu, a pr\u00e1v\u011b ta nej\u010dast\u011bji odd\u011bluje dobrou investici od \u0161patn\u00e9. \u0158\u00edk\u00e1me j\u00ed \u201epr\u00e1zdn\u00e1 n\u00e1lepka\u201c: sponzoring, kter\u00fd kon\u010d\u00ed u loga na voze, bez hospitality, obsahu, program\u016f B2B nebo aktivit v m\u00edst\u011b prodeje. Pr\u00e1zdn\u00e1 n\u00e1lepka kupuje viditelnost, ale jen z\u0159\u00eddka kupuje v\u00fdsledky. Praktick\u00e9 pravidlo, kter\u00e9 pou\u017e\u00edv\u00e1me, je vy\u010dlenit na <a href=\"https:\/\/rtrsports.com\/cs\/co-je-aktivace-sportovniho-sponzoringu\/\">aktivaci sponzoringu<\/a> rozpo\u010det ve v\u00fd\u0161i 0,5 a\u017e 1,5n\u00e1sobku hodnoty smlouvy. Rozhoduj\u00edc\u00ed prom\u011bnnou nen\u00ed cena loga, ale to, co kolem n\u011bj zna\u010dka postav\u00ed.<\/p>\n<h2>Jak se st\u00e1t sponzorem t\u00fdmu Formule 1<\/h2>\n<p>Sponzoring Formule 1 prob\u00edh\u00e1 podle jasn\u011b dan\u00e9ho obchodn\u00edho procesu. Dohoda o pr\u00e1vech na n\u00e1zev se \u0161pi\u010dkov\u00fdm t\u00fdmem m\u016f\u017ee od prvn\u00edho kontaktu do podpisu trvat dvan\u00e1ct a\u017e osmn\u00e1ct m\u011bs\u00edc\u016f; pozici p\u0159idru\u017een\u00e9ho sponzora u t\u00fdmu ze st\u0159edu pole lze uzav\u0159\u00edt za t\u0159i a\u017e \u0161est m\u011bs\u00edc\u016f. Znalost jednotliv\u00fdch krok\u016f pom\u00e1h\u00e1 vyhnout se dv\u011bma nej\u010dast\u011bj\u0161\u00edm chyb\u00e1m: oslovit t\u00fdmy bez jasn\u00fdch obchodn\u00edch c\u00edl\u016f, nebo p\u0159ij\u00edt do obchodn\u00edho cyklu tak pozd\u011b, \u017ee nejlep\u0161\u00ed nab\u00eddka je u\u017e rozdan\u00e1.<\/p>\n<ol>\n<li><strong>Nejprve si stanovte obchodn\u00ed c\u00edl.<\/strong> Pov\u011bdom\u00ed na ur\u010dit\u00e9m \u00fazem\u00ed, B2B hospitality, technologick\u00e1 integrace nebo spojen\u00ed s konkr\u00e9tn\u00edm publikem vy\u017eaduj\u00ed r\u016fzn\u00e9 \u00farovn\u011b, t\u00fdmy a aktivace. C\u00edl m\u00e1 p\u0159ednost p\u0159ed rozpo\u010dtem: bez n\u011bj neexistuje m\u011b\u0159\u00edtko, podle kter\u00e9ho by se dalo posoudit, zda je dohoda spr\u00e1vn\u011b nacen\u011bn\u00e1.<\/li>\n<li><strong>Ur\u010dete realistick\u00e9 rozp\u011bt\u00ed rozpo\u010dtu.<\/strong> T\u00fdmy \u010dlen\u00ed nab\u00eddku podle \u00farovn\u00ed a pod nimi nevytv\u00e1\u0159ej\u00ed vstupn\u00ed body na m\u00edru: dnes je minim\u00e1ln\u00ed hranice zhruba 2 miliony dolar\u016f ro\u010dn\u011b nejm\u00e9n\u011b na dv\u011b sez\u00f3ny. Jasn\u00e9 rozp\u011bt\u00ed, i kdy\u017e \u0161irok\u00e9, okam\u017eit\u011b uk\u00e1\u017ee spr\u00e1vnou \u00farove\u0148.<\/li>\n<li><strong>Vyberte t\u00fdm podle profilu zna\u010dky.<\/strong> Exkluzivity v oboru, st\u00e1vaj\u00edc\u00ed partne\u0159i, postaven\u00ed v po\u0159ad\u00ed a profil publika rozhoduj\u00ed o tom, kter\u00e9 t\u00fdmy p\u0159ipadaj\u00ed skute\u010dn\u011b v \u00favahu. Pokud je konkurent u\u017e titul\u00e1rn\u00edm sponzorem t\u00fdmu, z\u016fst\u00e1vaj\u00ed tyto dve\u0159e zav\u0159en\u00e9 po cel\u00fd smluvn\u00ed cyklus bez ohledu na rozpo\u010det.<\/li>\n<li><strong>P\u0159ij\u010fte spr\u00e1vn\u00fdm kan\u00e1lem.<\/strong> Obchodn\u00ed \u0159editel\u00e9 t\u00fdm\u016f d\u00e1vaj\u00ed p\u0159ednost zn\u00e1m\u00fdm zprost\u0159edkovatel\u016fm a u\u017e prov\u011b\u0159en\u00fdm popt\u00e1vk\u00e1m. Agentura s aktivn\u00edmi vztahy zkr\u00e1t\u00ed dobu jedn\u00e1n\u00ed a nab\u00eddne nez\u00e1visl\u00e9 posouzen\u00ed toho, jakou hodnotu bal\u00ed\u010dek skute\u010dn\u011b m\u00e1.<\/li>\n<li><strong>Nechte medi\u00e1ln\u00ed hodnotu nez\u00e1visle posoudit.<\/strong> Ka\u017ed\u00e1 nab\u00eddka t\u00fdmu obsahuje projekci medi\u00e1ln\u00ed hodnoty spo\u010d\u00edtanou metodikou t\u00fdmu a jen z\u0159\u00eddka opatrnou. P\u0159ed podpisem se vyplat\u00ed objednat nez\u00e1visl\u00fd odhad: pr\u00e1v\u011b v rozd\u00edlu mezi sl\u00edbenou a skute\u010dnou hodnotou mnoho dohod zklame.<\/li>\n<li><strong>Vyjednejte cel\u00fd bal\u00ed\u010dek p\u0159i podpisu.<\/strong> Vystoupen\u00ed jezdc\u016f, hospitality, pr\u00e1va k obsahu a pou\u017e\u00edv\u00e1n\u00ed zna\u010dky jsou p\u0159edm\u011btem vyjedn\u00e1v\u00e1n\u00ed. Dokupovat je b\u011bhem sez\u00f3ny stoj\u00ed mnohem v\u00edce, ne\u017e je zahrnout do p\u016fvodn\u00ed smlouvy.<\/li>\n<\/ol>\n<div class=\"new-blog-inline-cta\"><\/p><div><strong>Zva\u017eujete Formuli 1 pro svou zna\u010dku?<\/strong><br \/>Promluvte si s na\u0161\u00edm specialistou o \u00farovni a t\u00fdmu, kter\u00e9 nejl\u00e9pe odpov\u00eddaj\u00ed va\u0161im c\u00edl\u016fm.<\/div><p><a href=\"https:\/\/rtrsports.com\/cs\/kontakty-rtr-sport-marketing\/\" class=\"btn\" style=\"white-space: nowrap; margin: 10px;\">Promluvit se specialistou<\/a><br \/><\/div>\n<h2>Formule 1, nebo jin\u00e9 s\u00e9rie? Srovn\u00e1n\u00ed n\u00e1klad\u016f<\/h2>\n<p>Formule 1 nen\u00ed jedinou odpov\u011bd\u00ed na zad\u00e1n\u00ed sponzoringu v motorsportu. Tabulka srovn\u00e1v\u00e1 \u010dty\u0159i s\u00e9rie, kter\u00e9 zna\u010dky nej\u010dast\u011bji zva\u017euj\u00ed v r\u00e1mci portfolia.<\/p>\n<table>\n<thead>\n<tr>\n<th><b>S\u00e9rie<\/b><\/th>\n<th><b>Vstupn\u00ed \u00farove\u0148<\/b><\/th>\n<th><b>St\u0159edn\u00ed kategorie<\/b><\/th>\n<th><b>Nejvy\u0161\u0161\u00ed kategorie<\/b><\/th>\n<th><b>Fanou\u0161kovsk\u00e1 z\u00e1kladna<\/b><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><b>Formule 1<\/b><\/td>\n<td>$2M \u2013 $5M<\/td>\n<td>$5M \u2013 $25M<\/td>\n<td>$25M \u2013 $110M+<\/td>\n<td>zhruba 831 milion\u016f (Nielsen, 2026)<\/td>\n<\/tr>\n<tr>\n<td><b>MotoGP<\/b><\/td>\n<td>$250K \u2013 $1M<\/td>\n<td>$1M \u2013 $5M<\/td>\n<td>$5M \u2013 $15M<\/td>\n<td>632 milion\u016f (Dorna, 2025)<\/td>\n<\/tr>\n<tr>\n<td><b>IndyCar<\/b><\/td>\n<td>$500K \u2013 $2M<\/td>\n<td>$2M \u2013 $5M<\/td>\n<td>$5M \u2013 $10M<\/td>\n<td>Soust\u0159ed\u011bn\u00e1 v USA<\/td>\n<\/tr>\n<tr>\n<td><b>Formule E<\/b><\/td>\n<td>$500K \u2013 $2M<\/td>\n<td>$2M \u2013 $5M<\/td>\n<td>$5M \u2013 $10M<\/td>\n<td>422 milion\u016f (11. sez\u00f3na)<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><em>N\u00e1klady: RTR Sports Marketing, anal\u00fdza ze z\u00e1\u0159\u00ed 2026. Fanou\u0161kovsk\u00e1 z\u00e1kladna: Nielsen pro F1, Dorna pro MotoGP, Formula E pro Formuli E.<\/em><\/p>\n<p>Formule 1 v\u00edt\u011bz\u00ed dosahem a presti\u017e\u00ed: pokud zna\u010dka pot\u0159ebuje co nejv\u011bt\u0161\u00ed glob\u00e1ln\u00ed pokryt\u00ed a spojen\u00ed s luxusn\u00edm v\u00fdkonem, nem\u00e1 obdoby. P\u0159ir\u00e1\u017eka je v\u0161ak skute\u010dn\u00e1 a ne ka\u017ed\u00fd profil zna\u010dky ji ospravedln\u00ed. MotoGP nab\u00edz\u00ed fanou\u0161kovskou z\u00e1kladnu zhruba ve v\u00fd\u0161i t\u0159\u00ed \u010dtvrtin F1 za zlomek n\u00e1klad\u016f, se zvl\u00e1\u0161tn\u00ed silou v Evrop\u011b a Asii: v\u011bnujeme se tomu v anal\u00fdze o tom, <a href=\"https:\/\/rtrsports.com\/cs\/blog\/sponzoring-motogp-vs-f1-co-se-za-tento-rozdil-vlastne-da-koupit\/\">co se skute\u010dn\u011b kupuje rozd\u00edlem mezi MotoGP a F1<\/a>, a v pr\u016fvodci po <a href=\"https:\/\/rtrsports.com\/cs\/blog\/motogp-sponsorship-costs\/\">n\u00e1kladech na sponzoring v MotoGP<\/a>. IndyCar je specialistou na USA, v\u00fdhodn\u00fdm pro zna\u010dky, kter\u00e9 m\u00ed\u0159\u00ed jen na Severn\u00ed Ameriku. Formule E je kone\u010dn\u011b volbou pro zna\u010dky s jasn\u00fdm zam\u011b\u0159en\u00edm na udr\u017eitelnost a elektromobilitu, jak vysv\u011btlujeme ve srovn\u00e1n\u00ed <a href=\"https:\/\/rtrsports.com\/cs\/blog\/formula-and-differences-formula-1\/\">Formule E a Formule 1<\/a>.<\/p>\n<p>Pro zna\u010dky s rozpo\u010dtem na motorsport 10 milion\u016f dolar\u016f a v\u00edce b\u00fdv\u00e1 nejefektivn\u011bj\u0161\u00ed strukturou portfolio: dohoda st\u0159edn\u00ed kategorie ve F1 pro glob\u00e1ln\u00ed presti\u017e dopln\u011bn\u00e1 sponzoringem nejvy\u0161\u0161\u00ed kategorie v MotoGP nebo IndyCar pro pokryt\u00ed konkr\u00e9tn\u00edch trh\u016f. RTR Sports Marketing takov\u00e1 portfolia pravideln\u011b sestavuje.<\/p>\n<h2>Spr\u00e1vn\u00e1 cena nen\u00ed ta nejni\u017e\u0161\u00ed<\/h2>\n<p>N\u00e1klady na sponzoring ve Formuli 1 nikdy nepokr\u00fdvaly tak \u0161irok\u00e9 rozp\u011bt\u00ed jako v roce 2026: od minim\u00e1ln\u00ed hranice 2 milion\u016f dolar\u016f a\u017e po 110 milion\u016f ro\u010dn\u011b za pr\u00e1va na n\u00e1zev na \u0161pici startovn\u00edho pole. Ot\u00e1zka ceny v\u0161ak u\u017e nezn\u00ed jen \u201ekolik?\u201c. Zn\u00ed \u201ejak\u00e1 \u00farove\u0148, jak\u00fd t\u00fdm, jak\u00e1 strategie aktivace?\u201c a \u010d\u00e1stka na faktu\u0159e znamen\u00e1 m\u00e9n\u011b ne\u017e obchodn\u00ed logika, kter\u00e1 za n\u00ed stoj\u00ed.<\/p>\n<p>Zna\u010dky, kter\u00e9 z Formule 1 z\u00edsk\u00e1vaj\u00ed kladnou n\u00e1vratnost, berou smlouvu jako marketingovou platformu, nikoli jako n\u00e1kup reklamn\u00edho prostoru. Tento rozd\u00edl m\u00e1 v\u011bt\u0161\u00ed cenu ne\u017e jak\u00e1koli sleva na logu. A na trhu, kter\u00fd roste o 15 % ro\u010dn\u011b a jeho\u017e nab\u00eddka z\u016fst\u00e1v\u00e1 omezen\u00e1 na jeden\u00e1ct t\u00fdm\u016f, se prostor pro nep\u0159ipraven\u00e9 zna\u010dky nejsp\u00ed\u0161 d\u00e1l z\u00fa\u017e\u00ed.<\/p>\n<p>Pokud chcete zjistit, jak\u00e1 \u00farove\u0148 a jak\u00fd t\u00fdm d\u00e1vaj\u00ed smysl pro va\u0161i zna\u010dku, za\u010dn\u011bte na\u0161\u00ed <a href=\"https:\/\/rtrsports.com\/cs\/blog\/formula-1-sponsorship-calculator-find-out-how-much-sponsorship-costs-in-formula-1\/\">kalkula\u010dkou sponzoringu F1<\/a>, nebo <a href=\"https:\/\/rtrsports.com\/cs\/kontakty-rtr-sport-marketing\/\">n\u00e1m rovnou napi\u0161te<\/a>.<\/p>\n<div class=\"new-blog-inline-cta\"><\/p><div><strong>Jste p\u0159ipraveni dostat svou zna\u010dku na start?<\/strong><br \/>RTR Sports Marketing prov\u00e1z\u00ed zna\u010dky sponzoringem v motorsportu od roku 1995.<\/div><p><a href=\"https:\/\/rtrsports.com\/cs\/vzorec-1-sponzorstvi\/\" class=\"btn\" style=\"white-space: nowrap; margin: 10px;\">Sponzoring Formule 1<\/a><br \/><\/div>\n<p><strong>Zdroje<\/strong>: <a href=\"https:\/\/racingnews365.com\/biggest-f1-team-sponsors-red-bull-top-mega-f1-rich-list-ahead-of-ferrari\" target=\"_blank\" rel=\"nofollow noopener\">RacingNews365, titul\u00e1rn\u00ed sponzo\u0159i 2026<\/a>; <a href=\"https:\/\/www.sportspro.com\/news\/f1-sponsorship-spend-revenue-ampere-analysis-february-2026\/\" target=\"_blank\" rel=\"nofollow noopener\">SportsPro, Ampere Analysis o trhu v roce 2026<\/a>; <a href=\"https:\/\/www.sportspro.com\/news\/mclaren-f1-mastercard-title-sponsorship-august-2025\/\" target=\"_blank\" rel=\"nofollow noopener\">SportsPro, Mastercard a McLaren<\/a>; <a href=\"https:\/\/www.blackbookmotorsport.com\/news\/mercedes-f1-extension-petronas-sustainable-fuels-biofuel-2026\/\" target=\"_blank\" rel=\"nofollow noopener\">BlackBook Motorsport, Petronas a Mercedes<\/a>; <a href=\"https:\/\/www.the-race.com\/formula-1\/aramco-has-option-to-own-part-of-aston-martin-f1-team\/\" target=\"_blank\" rel=\"nofollow noopener\">The Race, opce Aramca na Aston Martin<\/a>; <a href=\"https:\/\/www.blackbookmotorsport.com\/news\/f1-sponsor-media-value-relo-metrics-monaco-miami-lego-august-2025\/\" target=\"_blank\" rel=\"nofollow noopener\">BlackBook Motorsport, data Relo Metrics za rok 2025<\/a>; <a href=\"https:\/\/www.forbes.com\/sites\/maurybrown\/2026\/07\/01\/powered-by-gen-z-formula-1-hits-estimated-831-million-fans-worldwide\/\" target=\"_blank\" rel=\"nofollow noopener\">Forbes, fanou\u0161ci F1 podle Nielsenu<\/a>; <a href=\"https:\/\/www.formula1.com\/en\/latest\/article\/formula-1s-record-breaking-2025-season-in-numbers.irq7aR8PcyAw7ysO72vJn\" target=\"_blank\" rel=\"nofollow noopener\">Formule 1, sez\u00f3na 2025 v \u010d\u00edslech<\/a>; <a href=\"https:\/\/espnpressroom.com\/us\/press-releases\/2025\/12\/espn-finishes-final-formula-1-season-with-all-time-viewership-record\/\" target=\"_blank\" rel=\"nofollow noopener\">ESPN, sledovanost v roce 2025<\/a>; <a href=\"https:\/\/www.skysports.com\/f1\/news\/12433\/13519453\/f1-confirms-cancellation-of-bahrain-and-saudi-arabian-grands-prix-due-to-war-in-middle-east-as-2026-calendar-reduced-to-22-races\" target=\"_blank\" rel=\"nofollow noopener\">Sky Sports, zm\u011bny kalend\u00e1\u0159e 2026<\/a>; <a href=\"https:\/\/www.blackbookmotorsport.com\/news\/motogp-season-review-numbers-attendance-viewership-december-2025\/\" target=\"_blank\" rel=\"nofollow noopener\">BlackBook Motorsport, fanou\u0161kovsk\u00e1 z\u00e1kladna MotoGP<\/a>.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>\u010casto kladen\u00e9 ot\u00e1zky<\/b><\/h2>\r\n        \r\n        <\/p>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Kolik stoj\u00ed sponzorovat t\u00fdm Formule 1 v roce 2026?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nV roce 2026 stoj\u00ed sponzorov\u00e1n\u00ed t\u00fdmu Formule 1 zhruba od 2 milion\u016f dolar\u016f ro\u010dn\u011b, co\u017e je minim\u00e1ln\u00ed hranice, pod kterou t\u00fdmy u\u017e nic neprod\u00e1vaj\u00ed, a\u017e po v\u00edce ne\u017e 110 milion\u016f za pr\u00e1va na n\u00e1zev \u0161pi\u010dkov\u00e9ho t\u00fdmu. Dohoda st\u0159edn\u00ed kategorie vyjde v pr\u016fm\u011bru zhruba na 10 milion\u016f ro\u010dn\u011b a t\u00e9m\u011b\u0159 v\u0161echny t\u00fdmy vy\u017eaduj\u00ed z\u00e1vazek nejm\u00e9n\u011b na dv\u011b sez\u00f3ny.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Jak\u00fd je nejlevn\u011bj\u0161\u00ed sponzoring ve Formuli 1?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nDnes je minim\u00e1ln\u00ed \u00farove\u0148 zhruba 2 miliony dolar\u016f ro\u010dn\u011b se z\u00e1vazkem nejm\u00e9n\u011b na dv\u011b sez\u00f3ny: pod touto \u010d\u00e1stkou t\u00fdmy u\u017e nic neprod\u00e1vaj\u00ed. Vstupn\u00ed bal\u00ed\u010dky za n\u011bkolik set tis\u00edc dolar\u016f ani sponzoring jedin\u00e9 Velk\u00e9 ceny u\u017e neexistuj\u00ed.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Jak\u00fd je nejdra\u017e\u0161\u00ed sponzoring ve F1 v roce 2026?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nJe to dohoda Oraclu s Red Bull Racing, prodlou\u017een\u00e1 v \u00fanoru 2026 a odhadovan\u00e1 zhruba na 110 milion\u016f dolar\u016f ro\u010dn\u011b. N\u00e1sleduj\u00ed HP s Ferrari, zhruba 100 milion\u016f, a Mastercard s McLarenem, 90 a\u017e 100 milion\u016f. Strany \u010d\u00e1stky nezve\u0159ej\u0148uj\u00ed: jde o odhady odborn\u00e9ho tisku.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Kolik stoj\u00ed um\u00edstit logo na v\u016fz Formule 1?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nZ\u00e1le\u017e\u00ed na pozici a t\u00fdmu. Pr\u00e9miov\u00e9 pozice, jako jsou bo\u010dnice a kryt motoru, jsou sou\u010d\u00e1st\u00ed dohod hlavn\u00edho nebo titul\u00e1rn\u00edho sponzora, od 5 do v\u00edce ne\u017e 110 milion\u016f dolar\u016f ro\u010dn\u011b; vedlej\u0161\u00ed plochy za\u010d\u00ednaj\u00ed zhruba na 2 milionech, tedy na minim\u00e1ln\u00ed hranici trhu. Za stejnou plochu stoj\u00ed \u0161pi\u010dkov\u00fd t\u00fdm t\u0159ikr\u00e1t a\u017e p\u011btkr\u00e1t v\u00edce ne\u017e t\u00fdm z konce pole.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Jakou n\u00e1vratnost m\u016f\u017ee zna\u010dka od sponzoringu ve F1 o\u010dek\u00e1vat?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nPodle benchmarku RTR p\u0159inese dohoda st\u0159edn\u00ed kategorie za 10 milion\u016f dolar\u016f za sez\u00f3nu 30 a\u017e 50 milion\u016f v ekvivalentu reklamn\u00ed hodnoty, tedy trojn\u00e1sobnou a\u017e p\u011btin\u00e1sobnou n\u00e1vratnost. V\u00fdsledek v\u0161ak z\u00e1vis\u00ed na aktivaci: na hospitality, obsah a programy B2B je vhodn\u00e9 po\u010d\u00edtat s rozpo\u010dtem ve v\u00fd\u0161i 0,5 a\u017e 1,5n\u00e1sobku hodnoty smlouvy.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n<p>\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>V mnoha \u010dl\u00e1nc\u00edch tohoto blogu jsme se sna\u017eili odpov\u011bd\u011bt na ot\u00e1zku &#8222;kolik stoj\u00ed sponzoring&#8230;&#8220;? To je kl\u00ed\u010dov\u00e1 ot\u00e1zka, kdy\u017e se setk\u00e1v\u00e1me s projektem sponzoringu ve spole\u010dnosti, a je to jedna z prvn\u00edch ot\u00e1zek, kter\u00e9 jsou kladeny sportovn\u00edm marketingov\u00fdm agentur\u00e1m, jako je ta na\u0161e. <\/p>\n","protected":false},"author":2,"featured_media":178673,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20233,20229],"tags":[],"class_list":["post-242844","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formule1","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>N\u00e1klady na sponzoring F1 2026: kolik stoj\u00ed t\u00fdm Formule 1?<\/title>\n<meta name=\"description\" content=\"Kolik stoj\u00ed sponzorovat t\u00fdm Formule 1 v roce 2026? 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