{"id":242844,"date":"2024-03-20T11:10:04","date_gmt":"2024-03-20T10:10:04","guid":{"rendered":"https:\/\/rtrsports.com\/vzorec-nakladu-1-sponzorstvi\/"},"modified":"2026-05-20T09:35:20","modified_gmt":"2026-05-20T07:35:20","slug":"vzorec-nakladu-1-sponzorstvi","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/vzorec-nakladu-1-sponzorstvi\/","title":{"rendered":"N\u00e1klady na sponzorstv\u00ed Formule 1: Komplexn\u00ed p\u0159ehled"},"content":{"rendered":"

Sponzoring t\u00fdmu Formule 1 v roce 2026 stoj\u00ed od 1 500 000 do 110 milion\u016f dolar\u016f ro\u010dn\u011b za pr\u00e1va na pojmenov\u00e1n\u00ed titulu u \u0161pi\u010dkov\u00e9ho t\u00fdmu. Pr\u016fm\u011brn\u00e1 smlouva st\u0159edn\u00ed \u00farovn\u011b se pohybuje kolem 5 milion\u016f dolar\u016f ro\u010dn\u011b. Jako Sponzorsk\u00e1 agentura Formule 1<\/b><\/a>, RTR Sports Marketing se zab\u00fdv\u00e1 strukturov\u00e1n\u00edm sponzorsk\u00fdch smluv v motoristick\u00e9m sportu ji\u017e od roku 1995 a rad\u00ed zna\u010dk\u00e1m na v\u0161ech \u00farovn\u00edch obchodn\u00ed hierarchie F1 – od prvn\u00edch region\u00e1ln\u00edch partner\u016f a\u017e po glob\u00e1ln\u00ed jedn\u00e1n\u00ed o pr\u00e1vech na jm\u00e9no. <\/p>\n

Pou\u017eijte na\u0161i kalkula\u010dku sponzoringu F1 pro<\/a> modelov\u00e1n\u00ed rozpo\u010dtu sponzora t\u00fdmu F1.<\/p>\n

Nejvy\u0161\u0161\u00ed dohoda 2026: (Zdroj: RacingNews365, b\u0159ezen 2026)<\/b><\/p>\n

Stru\u010dn\u00fd p\u0159ehled n\u00e1klad\u016f na sponzoring F1 (2026)<\/b><\/p>\n\n\n\n\n\n\n\n\n\n
\u00darove\u0148<\/b><\/th>\nRo\u010dn\u00ed n\u00e1klady (USD)<\/b><\/th>\nCo z\u00edsk\u00e1te<\/b><\/th>\n2026 Jmenovit\u00fd p\u0159\u00edklad<\/b><\/th>\n<\/tr>\n<\/thead>\n
Tituln\u00ed sponzor (pr\u00e1va na pojmenov\u00e1n\u00ed)<\/b><\/td>\n25 MILION\u016e DOLAR\u016e – 110 MILION\u016e DOLAR\u016e A V\u00cdCE<\/b><\/td>\nN\u00e1zev t\u00fdmu + kompletn\u00ed livery + exkluzivita v kategorii<\/td>\nOracle \/ Red Bull (110 milion\u016f dolar\u016f)<\/td>\n<\/tr>\n
Hlavn\u00ed sponzor<\/b><\/td>\n5 MILION\u016e DOLAR\u016e – 25 MILION\u016e DOLAR\u016e<\/b><\/td>\nPr\u00e9miov\u00e9 um\u00edst\u011bn\u00ed vozu, bez pr\u00e1v na pojmenov\u00e1n\u00ed<\/td>\nPetronas \/ Mercedes (~80 milion\u016f dolar\u016f)<\/td>\n<\/tr>\n
Associate \/ Minor<\/b><\/td>\n1,5 MILIONU DOLAR\u016e – 5 MILION\u016e DOLAR\u016e<\/b><\/td>\nSekund\u00e1rn\u00ed panel + zna\u010dka obleku<\/td>\nUm\u00edst\u011bn\u00ed ve st\u0159edn\u00ed s\u00edti<\/td>\n<\/tr>\n
Vstupn\u00ed \u00farove\u0148<\/b><\/td>\n$1,5M<\/b><\/td>\nMal\u00e9 logo + marketingov\u00e1 pr\u00e1va<\/td>\nBackmarker \/ Williams-tier<\/td>\n<\/tr>\n
Osobn\u00ed \u0159idi\u010d<\/b><\/td>\n500 000 – 3 MILIONY DOLAR\u016e<\/b><\/td>\nP\u0159ilba + oblek + soci\u00e1ln\u00ed kan\u00e1ly<\/td>\nR\u016fzn\u00e9 podle \u0159idi\u010de<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

 <\/p>\n

N\u00ed\u017ee si m\u016f\u017eete st\u00e1hnout cel\u00fd 12str\u00e1nkov\u00fd srovn\u00e1vac\u00ed p\u0159ehled: Potvrzen\u00e9 hodnoty transakc\u00ed z titulu 2026, \u0161estistup\u0148ov\u00e1 matice n\u00e1klad\u016f, referen\u010dn\u00ed hodnoty n\u00e1vratnosti investic a r\u00e1mec sedmi ot\u00e1zek pro rozhodov\u00e1n\u00ed p\u0159ed vyps\u00e1n\u00edm v\u00fdb\u011brov\u00e9ho \u0159\u00edzen\u00ed.<\/b><\/p>\n

Srovn\u00e1vac\u00ed anal\u00fdza n\u00e1klad\u016f a n\u00e1vratnosti investic do sponzoringu F1 v roce 2026 PDF<\/a><\/p>\n

Kolik stoj\u00ed sponzoring F1?<\/b><\/h2>\n

N\u00e1klady na sponzoring F1 se pohybuj\u00ed v rozmez\u00ed od p\u0159ibli\u017en\u011b 1 500 000 USD do v\u00edce ne\u017e 110 milion\u016f USD ro\u010dn\u011b za smlouvu o pr\u00e1vu na pojmenov\u00e1n\u00ed titulu se \u0161pi\u010dkov\u00fdm t\u00fdmem. Odpov\u011b\u010f na ot\u00e1zku „kolik stoj\u00ed sponzorov\u00e1n\u00ed t\u00fdmu F1“ z\u00e1vis\u00ed t\u00e9m\u011b\u0159 v\u00fdhradn\u011b na tom, co kupujete a od koho to kupujete. <\/p>\n

Pr\u016fm\u011brn\u00e1 smlouva na st\u0159edn\u00ed \u00farovni – um\u00edst\u011bn\u00ed na bo\u010dn\u00edm nebo zadn\u00edm k\u0159\u00eddle v konkuren\u010dn\u00edm t\u00fdmu ve st\u0159edu pole na celou sez\u00f3nu – se pohybuje kolem 10 milion\u016f dolar\u016f ro\u010dn\u011b. Spolupr\u00e1ce s t\u00fdmy v zadn\u00edch \u0159ad\u00e1ch za\u010d\u00ednaj\u00ed na 1 500 000 dolarech, ale p\u0159in\u00e1\u0161ej\u00ed omezen\u00e9 mo\u017enosti zviditeln\u011bn\u00ed vozu. T\u00fdmy z prvn\u00ed trojky maj\u00ed zna\u010dnou pr\u00e9mii: smlouva, kter\u00e1 m\u016f\u017ee st\u00e1t 2 miliony dolar\u016f u konstrukt\u00e9ra ve st\u0159edu pole, m\u016f\u017ee st\u00e1t p\u011btkr\u00e1t tolik u Red Bullu, Ferrari nebo McLarenu, kde je nedostatek skladov\u00fdch z\u00e1sob a konkurence o um\u00edst\u011bn\u00ed je tvrd\u00e1. <\/p>\n

V\u00edcelet\u00e9 struktury jsou standardn\u00ed pro v\u0161echny \u00farovn\u011b. V\u011bt\u0161ina t\u00fdm\u016f d\u00e1v\u00e1 p\u0159ednost minim\u00e1ln\u011b t\u0159\u00edlet\u00fdm z\u00e1vazk\u016fm; smlouvy na jednu sez\u00f3nu maj\u00ed 15-30% p\u0159ir\u00e1\u017eku za z\u00e1vod. Rozpo\u010det na sponzoring Formule 1 pro rok 2026 odr\u00e1\u017e\u00ed trh, kter\u00fd podle spole\u010dnosti Ampere Analysis meziro\u010dn\u011b vzrostl o 15 % a celkov\u00e9 investice do cel\u00e9ho \u0161ampion\u00e1tu nyn\u00ed poprv\u00e9 p\u0159es\u00e1hly 3 miliardy dolar\u016f. <\/p>\n

Rozd\u011blen\u00ed n\u00e1klad\u016f na sponzoring F1 podle \u00farovn\u011b<\/b><\/h2>\n

Neju\u017eite\u010dn\u011bj\u0161\u00edm zp\u016fsobem, jak p\u0159istupovat k ot\u00e1zce n\u00e1klad\u016f na sponzoring F1, je rozd\u011blit je podle jednotliv\u00fdch slo\u017eek. typy sponzoringu v motorsportu<\/b><\/a> dostupn\u00fdch na jednotliv\u00fdch \u00farovn\u00edch. Ka\u017ed\u00e1 \u00farove\u0148 p\u0159edstavuje odli\u0161n\u00fd komer\u010dn\u00ed produkt – jin\u00fd invent\u00e1\u0159, jin\u00e1 aktiva\u010dn\u00ed pr\u00e1va a podstatn\u011b odli\u0161n\u00fd vztah s t\u00fdmem. <\/p>\n

Sponzorstv\u00ed titulu: (25 milion\u016f dolar\u016f – 110 milion\u016f dolar\u016f a v\u00edce)<\/b><\/h3>\n

Titul\u00e1rn\u00ed sponzor ve Formuli 1 m\u00e1 jedine\u010dn\u00e9 postaven\u00ed: n\u00e1zev zna\u010dky je form\u00e1ln\u011b za\u010dlen\u011bn do ofici\u00e1ln\u00ed obchodn\u00ed identity t\u00fdmu. Oracle Red Bull Racing, Scuderia Ferrari HP, McLaren Mastercard Formula 1 Team – to nejsou marketingov\u00e9 slogany, ale leg\u00e1ln\u00ed n\u00e1zvy, pod kter\u00fdmi t\u00fdmy sout\u011b\u017e\u00ed. Tituln\u00ed sponzor se objevuje v ka\u017ed\u00e9 grafice vys\u00edl\u00e1n\u00ed, na zna\u010den\u00ed pit-lane, v ofici\u00e1ln\u00ed tiskov\u00e9 zpr\u00e1v\u011b a v dokumentu FIA o p\u0159ihl\u00e1\u0161ce do kalend\u00e1\u0159e 24 z\u00e1vod\u016f. <\/p>\n

N\u00e1klady na titul\u00e1rn\u00ed sponzoring F1 v roce 2026 se pohybuj\u00ed od p\u0159ibli\u017en\u011b 25 milion\u016f dolar\u016f na spodn\u00ed hranici – typicky pro nov\u00e9ho nebo st\u0159edn\u011b velk\u00e9ho konstrukt\u00e9ra, kter\u00fd chce ukotvit svou obchodn\u00ed strukturu – a\u017e po 110 milion\u016f dolar\u016f ro\u010dn\u011b na horn\u00ed hranici, co\u017e je \u010d\u00e1stka potvrzen\u00e1 serverem RacingNews365 pro prodlou\u017een\u00ed smlouvy Oracle\/Red Bull Racing ozn\u00e1men\u00e9 v \u00fanoru 2026. HP u Ferrari plat\u00ed p\u0159ibli\u017en\u011b 100 milion\u016f dolar\u016f ro\u010dn\u011b, Mastercard u McLarenu p\u0159ibli\u017en\u011b 90 milion\u016f dolar\u016f. Jen tyto t\u0159i dohody p\u0159edstavuj\u00ed 40-60% inflaci oproti srovnateln\u00fdm ujedn\u00e1n\u00edm p\u0159ed \u010dty\u0159mi lety, co\u017e je zp\u016fsobeno nedostatkem z\u00e1sob, r\u016fstem sledovanosti a zv\u00fd\u0161enou konkurenc\u00ed ze strany technologick\u00e9ho sektoru. <\/p>\n

Titul\u00e1rn\u00ed sponzo\u0159i tak\u00e9 obvykle vyjedn\u00e1vaj\u00ed o exkluzivit\u011b v dan\u00e9 kategorii, co\u017e znamen\u00e1, \u017ee \u017e\u00e1dn\u00fd konkurent v jejich produktov\u00e9 vertik\u00e1le nem\u016f\u017ee sponzorovat stejn\u00fd t\u00fdm. Za tuto exkluzivitu se plat\u00ed 20-40% p\u0159ir\u00e1\u017eka nad hodnotu hol\u00fdch jmenn\u00fdch pr\u00e1v. <\/p>\n

Hlavn\u00ed sponzorstv\u00ed: (5 a\u017e 25 milion\u016f dolar\u016f).<\/b><\/h3>\n

Hlavn\u00ed sponzo\u0159i – n\u011bkdy naz\u00fdvan\u00ed prim\u00e1rn\u00ed partne\u0159i – se nach\u00e1zej\u00ed hned pod \u00farovn\u00ed titul\u016f a p\u0159edstavuj\u00ed „sladkou te\u010dku“ pro st\u0159edn\u011b velk\u00e9 nadn\u00e1rodn\u00ed zna\u010dky, kter\u00e9 hledaj\u00ed pr\u00e9miov\u00e9 zviditeln\u011bn\u00ed F1 bez z\u00e1vazk\u016f v podob\u011b jmenn\u00fdch pr\u00e1v. Um\u00edst\u011bn\u00ed se obvykle nach\u00e1z\u00ed na ploch\u00e1ch s vysokou frekvenc\u00ed z\u00e1b\u011br\u016f kamer: bo\u010dn\u00ed sloupky, koncovky zadn\u00edho k\u0159\u00eddla, svatoz\u00e1\u0159 a kryt motoru. <\/p>\n

V roce 2026 bude hlavn\u00ed sponzoring t\u00fdmu uprost\u0159ed pole v rozsahu 5-10 milion\u016f dolar\u016f znamenat v\u00fdznamnou expozici ve vys\u00edl\u00e1n\u00ed b\u011bhem 24 z\u00e1vodn\u00edch v\u00edkend\u016f ve 21 zem\u00edch. U t\u00fdmu z prvn\u00ed trojky stoj\u00ed stejn\u00e1 \u00farove\u0148 um\u00edst\u011bn\u00ed 15-25 milion\u016f dolar\u016f – p\u0159\u00edplatek odr\u00e1\u017e\u00ed jak rozd\u00edl v \u010dase kamer, tak i hodnotu zna\u010dky sdru\u017een\u00ed. Mnoho v\u00fdznamn\u00fdch sponzor\u016f zahrnuje do sv\u00fdch bal\u00ed\u010dk\u016f tak\u00e9 pr\u00e1va na vystoupen\u00ed jezdc\u016f, p\u0159\u00edstup k pohostinstv\u00ed a digit\u00e1ln\u00ed obsah pod spole\u010dnou zna\u010dkou, p\u0159i\u010dem\u017e ka\u017ed\u00fd prvek m\u00e1 p\u0159i vyjedn\u00e1v\u00e1n\u00ed samostatnou hodnotu. <\/p>\n

Tato \u00farove\u0148 je v souladu se sponzorsk\u00fdmi bal\u00ed\u010dky pro t\u00fdmy F1, kter\u00e9 jsou ur\u010deny pro zna\u010dky vstupuj\u00edc\u00ed do \u0161ampion\u00e1tu poprv\u00e9. Investice je dostate\u010dn\u011b velk\u00e1, aby p\u0159inesla skute\u010dnou n\u00e1vratnost investic do rozvoje podnik\u00e1n\u00ed a B2B aktivace, ale nevy\u017eaduje v\u00edcelet\u00fd dev\u00edtim\u00edstn\u00fd z\u00e1vazek jako titulov\u00e1 smlouva. <\/p>\n

P\u0159idru\u017een\u00e9 a men\u0161\u00ed sponzorstv\u00ed: (1,5-5 milion\u016f dolar\u016f)<\/b><\/h3>\n

P\u0159idru\u017een\u00e9 a men\u0161\u00ed sponzorstv\u00ed p\u0159in\u00e1\u0161\u00ed um\u00edst\u011bn\u00ed loga na m\u00e9n\u011b frekventovan\u00fdch ploch\u00e1ch – zadn\u00ed \u010d\u00e1sti karoserie, bo\u010dn\u00edch panelech, kombin\u00e9z\u00e1ch a p\u0159ilb\u00e1ch \u0159idi\u010d\u016f a t\u00fdmov\u00e9 v\u00fdstroji – spolu s pr\u00e1vem pou\u017e\u00edvat du\u0161evn\u00ed vlastnictv\u00ed t\u00fdmu v marketingov\u00e9 komunikaci sponzora, p\u0159i\u010dem\u017e toto ujedn\u00e1n\u00ed je obvykle formalizov\u00e1no prost\u0159ednictv\u00edm smlouvy. agenturou pro licencov\u00e1n\u00ed sportovn\u00edch zna\u010dek<\/b><\/a>. S cenou 1 500 000 dolar\u016f je tato \u00farove\u0148 prim\u00e1rn\u011b ur\u010dena pro asociaci se zna\u010dkou, nikoli pro zviditeln\u011bn\u00ed ve vys\u00edl\u00e1n\u00ed. <\/p>\n

Z\u00e1sadn\u00ed nuanc\u00ed v oblasti drobn\u00e9ho sponzoringu F1 je v\u00fdb\u011br t\u00fdmu. Za 1,5 milionu dolar\u016f si Red Bull nebo Ferrari koup\u00ed t\u00e9m\u011b\u0159 nulov\u00e9 zviditeln\u011bn\u00ed vozu – dostupn\u00e9 plochy jsou omezen\u00e9 a popt\u00e1vka ze strany v\u011bt\u0161\u00edch sponzor\u016f je intenzivn\u00ed. Za stejnou \u010d\u00e1stku 1,5 milionu dolar\u016f si m\u016f\u017eete koupit v\u00fdznamn\u00e9 um\u00edst\u011bn\u00ed v t\u00fdmu st\u0159edn\u00ed t\u0159\u00eddy nebo v t\u00fdmu s ni\u017e\u0161\u00edmi n\u00e1roky, kde je invent\u00e1\u0159 dostupn\u011bj\u0161\u00ed a t\u00fdm m\u016f\u017ee b\u00fdt ochotn\u011bj\u0161\u00ed jednat o bal\u00ed\u010dc\u00edch n\u00e1ro\u010dn\u00fdch na aktivaci. Pro zna\u010dky, jejich\u017e hlavn\u00edm c\u00edlem je p\u0159\u00edstup k pohostinstv\u00ed B2B a mo\u017enost naz\u00fdvat se ofici\u00e1ln\u00edm partnerem Formule 1, p\u0159in\u00e1\u0161\u00ed tato \u00farove\u0148 skute\u010dnou hodnotu za zlomek n\u00e1klad\u016f \u00farovn\u011b 1. <\/p>\n

Sponzorsk\u00e9 smlouvy F1: Co skute\u010dn\u00e9 zna\u010dky skute\u010dn\u011b zaplat\u00ed v roce 2026?<\/b><\/h2>\n

N\u00e1sleduj\u00edc\u00ed tabulka odr\u00e1\u017e\u00ed nejkomplexn\u011bj\u0161\u00ed ve\u0159ejn\u011b dostupn\u00fd p\u0159ehled potvrzen\u00fdch a odhadovan\u00fdch n\u00e1klad\u016f na sponzoring F1 podle t\u00fdm\u016f pro sez\u00f3nu 2026. \u010c\u00edsla ozna\u010den\u00e1 tildou (~) jsou odhady odv\u011btv\u00ed, nikoli ve\u0159ejn\u011b potvrzen\u00e9 hodnoty. V\u0161echny potvrzen\u00e9 \u00fadaje poch\u00e1zej\u00ed ze serveru RacingNews365 (b\u0159ezen 2026). <\/p>\n\n\n\n\n\n\n\n\n\n\n
Sponzor<\/b><\/th>\nT\u00fdm<\/b><\/th>\nHodnota<\/b><\/th>\nCo z\u00edsk\u00e1 sponzor<\/b><\/th>\nZdroj<\/b><\/th>\n<\/tr>\n<\/thead>\n
Oracle<\/b><\/td>\nRed Bull Racing<\/td>\n110 milion\u016f dolar\u016f ro\u010dn\u011b<\/b><\/td>\nCloudov\u00e1 infrastruktura, n\u00e1stroje pro simulaci z\u00e1vod\u016f, anal\u00fdza dat; exkluzivita v kategorii podnikov\u00e9ho cloudu.<\/td>\nRacingNews365, b\u0159ezen 2026<\/td>\n<\/tr>\n
HP<\/b><\/td>\nScuderia Ferrari<\/td>\n100 milion\u016f dolar\u016f ro\u010dn\u011b<\/b><\/td>\nSpole\u010dn\u00e1 zna\u010dka pro vysoce v\u00fdkonnou v\u00fdpo\u010detn\u00ed techniku a spot\u0159ebitele; HP dod\u00e1v\u00e1 v\u00fdpo\u010detn\u00ed infrastrukturu pro Scuderii.<\/td>\nRacingNews365, b\u0159ezen 2026<\/td>\n<\/tr>\n
Mastercard<\/b><\/td>\nMcLaren Racing<\/td>\n90 milion\u016f dolar\u016f ro\u010dn\u011b<\/b><\/td>\nNejv\u011bt\u0161\u00ed dosavadn\u00ed sponzoring finan\u010dn\u00edch slu\u017eeb v F1; exkluzivita v dan\u00e9 kategorii a pr\u00e1va na zapojen\u00ed fanou\u0161k\u016f.<\/td>\nRacingNews365, b\u0159ezen 2026<\/td>\n<\/tr>\n
Petronas<\/b><\/td>\nMercedes-AMG<\/td>\n~80 milion\u016f dolar\u016f ro\u010dn\u011b<\/b><\/td>\nDlouholet\u00e9 technick\u00e9 a palivov\u00e9 partnerstv\u00ed; v\u00fdkonnostn\u011b integrovan\u00fd benchmark (odhad)<\/td>\nRacingNews365, b\u0159ezen 2026<\/td>\n<\/tr>\n
Revolut<\/b><\/td>\nAudi F1 Team<\/td>\n~75 milion\u016f dolar\u016f ro\u010dn\u011b<\/b><\/td>\nHlavn\u00ed dohoda p\u0159ed pln\u00fdm vstupem Audi na startovn\u00ed ro\u0161t v roce 2026; zrychluj\u00edc\u00ed se p\u0159\u00edtomnost fintech sektoru v F1 (odhad).<\/td>\nRacingNews365, b\u0159ezen 2026<\/td>\n<\/tr>\n
Aramco<\/b><\/td>\nAston Martin<\/td>\n~75 milion\u016f dolar\u016f ro\u010dn\u011b<\/b><\/td>\nProdlou\u017een\u00ed partnerstv\u00ed v oblasti energetiky; zahrnuje vz\u00e1cnou opci na 10% pod\u00edl pro Aramco (odhad)<\/td>\nRacingNews365, b\u0159ezen 2026<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Je t\u0159eba poznamenat, \u017ee tyto \u00fadaje p\u0159edstavuj\u00ed kombinovan\u00e9 hodnoty pen\u011b\u017en\u00edch a v\u011bcn\u00fdch slu\u017eeb, nikoli pouze pen\u011b\u017en\u00ed. P\u0159\u00edsp\u011bvek spole\u010dnosti Oracle pro Red Bull zahrnuje cloudovou infrastrukturu, kter\u00e1 je z\u00e1kladem simulac\u00ed a z\u00e1vodn\u00edch strategi\u00ed t\u00fdmu; dohoda HP s Ferrari zahrnuje vysoce v\u00fdkonn\u00fd v\u00fdpo\u010detn\u00ed hardware a integraci. V obou p\u0159\u00edpadech je „sponzorstv\u00ed“ stejn\u011b tak technologick\u00fdm partnerstv\u00edm jako marketingovou dohodou – struktur\u00e1ln\u00ed posun, kter\u00fd vysv\u011btluje, pro\u010d nyn\u00ed na \u0161pici startovn\u00edho pole dominuj\u00ed zna\u010dky podnikov\u00fdch technologi\u00ed. <\/p>\n

Jak\u00e9 faktory ur\u010duj\u00ed cenu sponzorstv\u00ed F1?<\/b><\/h2>\n

Faktory sponzorsk\u00fdch n\u00e1klad\u016f F1, kter\u00e9 ovliv\u0148uj\u00ed cenu, jsou konkr\u00e9tn\u00ed, vy\u010d\u00edsliteln\u00e9 a vyjednateln\u00e9. Porozum\u011bn\u00ed jak funguje sponzoring v motorsportu<\/b><\/a> na t\u00e9to \u00farovni je prvn\u00edm krokem ke strukturov\u00e1n\u00ed smlouvy, kter\u00e1 p\u0159in\u00e1\u0161\u00ed hodnotu na spr\u00e1vn\u00e9 \u00farovni investice. <\/p>\n

    \n
  1. Konkuren\u010dn\u00ed postaven\u00ed t\u00fdmu. <\/b>T\u0159i nejlep\u0161\u00ed t\u00fdmy maj\u00ed za stejn\u00e9 um\u00edst\u011bn\u00ed 3-5x vy\u0161\u0161\u00ed sazbu ne\u017e t\u00fdmy v pozad\u00ed. Bo\u010dn\u00ed podvozek Mercedesu je jin\u00fd komer\u010dn\u00ed produkt ne\u017e bo\u010dn\u00ed podvozek konstrukt\u00e9ra uprost\u0159ed pole – rozd\u00edl v \u010dase kamery je podstatn\u00fd a spojen\u00ed zna\u010dky a kapit\u00e1lu je kategoricky odli\u0161n\u00e9. <\/li>\n
  2. Um\u00edst\u011bn\u00ed vozu. <\/b>P\u0159edn\u00ed k\u0159\u00eddlo, bo\u010dn\u00ed stojan, svatoz\u00e1\u0159, zadn\u00ed k\u0159\u00eddlo, kryt motoru a p\u0159edn\u00ed ku\u017eel maj\u00ed odli\u0161n\u00e9 CPM na z\u00e1klad\u011b \u00fahl\u016f televizn\u00edch kamer a vys\u00edlac\u00ed frekvence. Povrchy p\u0159edn\u00ed \u010d\u00e1sti vozu vytv\u00e1\u0159ej\u00ed b\u011bhem z\u00e1vodn\u00edho v\u00edkendu 2-3x v\u00edce dojm\u016f ne\u017e ekvivalentn\u00ed povrchy zadn\u00ed \u010d\u00e1sti vozu. <\/li>\n
  3. Exkluzivita kategorie. <\/b>Blokov\u00e1n\u00ed konkurent\u016f ve va\u0161\u00ed vertik\u00e1ln\u00ed oblasti zvy\u0161uje hodnotu transakce o 20-40 %. Pro zna\u010dky v p\u0159epln\u011bn\u00fdch odv\u011btv\u00edch – technologie, finan\u010dn\u00ed slu\u017eby, energetika – je exkluzivita \u010dasto strategicky nejd\u016fle\u017eit\u011bj\u0161\u00ed smluvn\u00ed podm\u00ednkou. <\/li>\n
  4. V\u010detn\u011b aktiva\u010dn\u00edch pr\u00e1v. <\/b>Pr\u00e1va na vystoupen\u00ed jezdc\u016f, pohostinnost Paddock Clubu, pr\u00e1va na produkci obsahu a vyu\u017eit\u00ed du\u0161evn\u00edho vlastnictv\u00ed maj\u00ed samostatnou hodnotu. Smlouva s hol\u00fdm logem je podstatn\u011b levn\u011bj\u0161\u00ed ne\u017e pln\u011b aktivovan\u00e9 partnerstv\u00ed; zna\u010dky, kter\u00e9 pl\u00e1nuj\u00ed rozs\u00e1hlou aktivaci, by m\u011bly o t\u011bchto pr\u00e1vech jednat p\u0159edem a ne je kupovat ad hoc. <\/li>\n
  5. Pr\u00e1va na zobrazen\u00ed \u0159idi\u010de. <\/b>Um\u00edst\u011bn\u00ed \u0159idi\u010de do reklamn\u00edch kampan\u00ed vy\u017eaduje samostatnou smlouvu nad r\u00e1mec t\u00fdmov\u00e9 smlouvy. U \u0161pi\u010dkov\u00fdch \u0159idi\u010d\u016f se jedn\u00e1 o samostatn\u00e9 a v\u00fdznamn\u00e9 dodate\u010dn\u00e9 n\u00e1klady, kter\u00e9 jsou \u010dasto strukturov\u00e1ny jako samostatn\u00e1 osobn\u00ed sponzorsk\u00e1 smlouva. <\/li>\n
  6. Pohostinstv\u00ed a p\u0159\u00edstup do v\u00fdb\u011bhu. <\/b>P\u0159\u00edstup do Paddock Clubu, prohl\u00eddky gar\u00e1\u017e\u00ed a VIP programy na v\u00edkendov\u00e9 z\u00e1vody se plat\u00ed odd\u011blen\u011b od um\u00edst\u011bn\u00ed loga. Pro zna\u010dky zam\u011b\u0159en\u00e9 na B2B je to \u010dasto m\u00edsto, kde je m\u011b\u0159iteln\u00e1 komer\u010dn\u00ed n\u00e1vratnost investic – z\u00e1bava klient\u016f na Grand Prix p\u0159in\u00e1\u0161\u00ed v\u00fdnosy z rozvoje podnik\u00e1n\u00ed, kter\u00e9 lze jen t\u011b\u017eko zopakovat v jin\u00e9m prost\u0159ed\u00ed. <\/li>\n<\/ol>\n

    N\u00e1vratnost investic do sponzoringu F1: Co zna\u010dky skute\u010dn\u011b z\u00edskaj\u00ed za vynalo\u017een\u00e9 prost\u0159edky?<\/b><\/h2>\n

    Ot\u00e1zka n\u00e1vratnosti investic do sponzoringu F1 m\u00e1 v roce 2026 konkr\u00e9tn\u011bj\u0161\u00ed odpov\u011b\u010f ne\u017e p\u0159ed deseti lety, a to zejm\u00e9na d\u00edky n\u00e1stroj\u016fm pro oce\u0148ov\u00e1n\u00ed – Relo Metrics, Nielsen Sports, GumGum – kter\u00e9 vnesly empirickou p\u0159\u00edsnost do kdysi m\u011bkk\u00e9 discipl\u00edny.<\/p>\n

    Hlub\u0161\u00ed metodiku najdete v na\u0161em pr\u016fvodci o maximalizaci n\u00e1vratnosti investic do sponzoringu v motoristick\u00e9m sportu<\/b><\/a>.<\/p>\n

    Pom\u011br medi\u00e1ln\u00ed hodnoty: smlouva st\u0159edn\u00ed \u00farovn\u011b v hodnot\u011b 5 milion\u016f dolar\u016f obvykle p\u0159in\u00e1\u0161\u00ed 15-25 milion\u016f dolar\u016f v ekvivalentn\u00ed hodnot\u011b reklamy za celou sez\u00f3nu, co\u017e je 3-5n\u00e1sobn\u00e1 n\u00e1vratnost p\u0159ed zapo\u010dten\u00edm v\u00fddaj\u016f na aktivaci. Pou\u010dn\u00e9 je srovn\u00e1n\u00ed s rokem 2025 – celkov\u00e1 medi\u00e1ln\u00ed hodnota sponzor\u016f F1 za prvn\u00ed polovinu sez\u00f3ny dos\u00e1hla podle m\u011b\u0159en\u00ed spole\u010dnosti Relo Metrics 665 milion\u016f dolar\u016f. Jen Velk\u00e1 cena Austr\u00e1lie 2025 p\u0159inesla sponzorskou medi\u00e1ln\u00ed hodnotu 41 milion\u016f dolar\u016f a 23 miliard zobrazen\u00ed. <\/p>\n

    Na t\u011bchto \u010d\u00edslech se pod\u00edl\u00ed publikum. V roce 2025 dos\u00e1hla celosv\u011btov\u00e1 fanou\u0161kovsk\u00e1 z\u00e1kladna Formule 1 po\u010dtu 827 milion\u016f, co\u017e je meziro\u010dn\u00ed n\u00e1r\u016fst o 12 %. 43 % t\u011bchto fanou\u0161k\u016f je mlad\u0161\u00edch 35 let – co\u017e je demografick\u00e1 skupina, kterou je ne\u00fam\u011brn\u011b obt\u00ed\u017en\u00e9 oslovit b\u011b\u017en\u00fdmi reklamn\u00edmi kan\u00e1ly. Ve Spojen\u00fdch st\u00e1tech dos\u00e1hla v roce 2025 pr\u016fm\u011brn\u00e1 sledovanost z\u00e1vod\u016f na stanici ESPN 1,3 milionu div\u00e1k\u016f na z\u00e1vod, co\u017e je 135% n\u00e1r\u016fst od roku 2018. Investice sponzor\u016f v USA vzrostly od roku 2023 o 68 %, co\u017e odr\u00e1\u017e\u00ed trh, kter\u00fd se st\u00e1le roz\u0161i\u0159uje rychleji ne\u017e celosv\u011btov\u00fd pr\u016fm\u011br. (Zdroje: \u00fadaje ze sez\u00f3ny Formule 1 2025; ESPN; Ampere Analysis.) <\/p>\n

    Up\u0159\u00edmn\u00fd protimluv: pouze p\u0159ibli\u017en\u011b 10 % historick\u00fdch transakc\u00ed F1 p\u0159ineslo pozitivn\u00ed n\u00e1vratnost medi\u00e1ln\u00ed hodnoty, ani\u017e by byly navrstveny v\u00fdznamn\u00e9 v\u00fddaje na aktivaci. Hlavn\u00ed \u010d\u00edslo – hodnota transakce – nen\u00ed rozhoduj\u00edc\u00ed prom\u011bnnou. Rozhoduj\u00edc\u00ed prom\u011bnnou je aktivace sportovn\u00edho sponzoringu<\/a>. Zna\u010dky, kter\u00e9 pova\u017euj\u00ed sv\u00e9 logo za kone\u010dn\u00fd bod investice, dosahuj\u00ed trvale hor\u0161\u00edch v\u00fdsledk\u016f ne\u017e ty, kter\u00e9 jej pou\u017e\u00edvaj\u00ed jako v\u00fdchoz\u00ed bod. <\/p>\n

    N\u00e1klady na sponzoring F1 vs. ostatn\u00ed motoristick\u00e9 seri\u00e1ly: Kter\u00fd nab\u00edz\u00ed lep\u0161\u00ed hodnotu?<\/b><\/h2>\n

    Formule 1 nen\u00ed jedinou odpov\u011bd\u00ed na ot\u00e1zku sponzoringu v motoristick\u00e9m sportu. N\u00e1sleduj\u00edc\u00ed tabulka porovn\u00e1v\u00e1 \u010dty\u0159i nej\u010dast\u011bji hodnocen\u00e9 s\u00e9rie v kontextu portfolia. <\/p>\n\n\n\n\n\n\n\n\n
    S\u00e9rie<\/b><\/th>\nZ\u00e1kladn\u00ed \u00farove\u0148<\/b><\/th>\nSt\u0159edn\u00ed \u00farove\u0148<\/b><\/th>\nNejvy\u0161\u0161\u00ed \u00farove\u0148<\/b><\/th>\nGlob\u00e1ln\u00ed publikum<\/b><\/th>\n<\/tr>\n<\/thead>\n
    Formule 1<\/b><\/td>\n500 TIS\u00cdC DOLAR\u016e – 1 MILION DOLAR\u016e<\/td>\n5 MILION\u016e DOLAR\u016e – 25 MILION\u016e DOLAR\u016e<\/td>\n$25M – $110M+<\/td>\n1.5B+<\/td>\n<\/tr>\n
    MotoGP<\/b><\/td>\n100 000 – 500 000 DOLAR\u016e<\/td>\n500K – 5 MILION\u016e DOLAR\u016e<\/td>\n5 MILION\u016e DOLAR\u016e – 15 MILION\u016e DOLAR\u016e<\/td>\n~400M<\/td>\n<\/tr>\n
    IndyCar<\/b><\/td>\n500 TIS\u00cdC DOLAR\u016e – 2 MILIONY DOLAR\u016e<\/td>\n2 MILIONY DOLAR\u016e – 5 MILION\u016e DOLAR\u016e<\/td>\n5 – 10 MILION\u016e DOLAR\u016e<\/td>\nZakotven\u00e9 v USA<\/td>\n<\/tr>\n
    Formule E<\/b><\/td>\n500 TIS\u00cdC DOLAR\u016e – 2 MILIONY DOLAR\u016e<\/td>\n2 – 5 MILION\u016e DOLAR\u016e<\/td>\n5 – 10 MILION\u016e DOLAR\u016e<\/td>\n~300M<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

    F1 vyhr\u00e1v\u00e1 d\u00edky sv\u00e9mu dosahu a presti\u017ei. Pokud va\u0161e zna\u010dka pot\u0159ebuje maxim\u00e1ln\u00ed celosv\u011btov\u00fd dosah a spojen\u00ed s luxusn\u00edm v\u00fdkonem, nem\u00e1 obdoby. Pr\u00e9mie je v\u0161ak re\u00e1ln\u00e1 a ne ka\u017ed\u00fd profil zna\u010dky ji ospravedl\u0148uje. MotoGP poskytuje 70-80 % celosv\u011btov\u00e9ho dosahu F1 za 20-30 % n\u00e1klad\u016f, p\u0159i\u010dem\u017e je obzvl\u00e1\u0161t\u011b siln\u00e1 na evropsk\u00fdch a asijsk\u00fdch trz\u00edch – co\u017e je racion\u00e1ln\u00ed volba pro zna\u010dky, jejich\u017e c\u00edlov\u00e9 publikum je soust\u0159ed\u011bno v t\u011bchto regionech. IndyCar je specialista pouze na USA: pro zna\u010dky zam\u011b\u0159en\u00e9 v\u00fdhradn\u011b na severoamerick\u00fd trh je CPM sledovanosti podstatn\u011b lep\u0161\u00ed ne\u017e u F1. Formule E je hra o udr\u017eitelnost, kter\u00e1 slou\u017e\u00ed zna\u010dk\u00e1m s explicitn\u00edm ESG nebo EV positioningem, pro kter\u00e9 m\u016f\u017ee narativn\u00ed fit p\u0159ev\u00e1\u017eit nad m\u011b\u0159\u00edtkem sledovanosti. <\/p>\n

    Pro zna\u010dky s rozpo\u010dtem 10 milion\u016f dolar\u016f nebo vy\u0161\u0161\u00edm je \u010dasto nejp\u0159\u00ednosn\u011bj\u0161\u00ed strukturou, pokud jde o n\u00e1vratnost investic, portfolio v\u00edce s\u00e9ri\u00ed: smlouva st\u0159edn\u00ed \u00farovn\u011b F1 pro glob\u00e1ln\u00ed presti\u017e, spojen\u00e1 se sponzorskou smlouvou nejvy\u0161\u0161\u00ed \u00farovn\u011b MotoGP nebo IndyCar pro hloubku specifickou pro dan\u00fd trh. Tento p\u0159\u00edstup zvy\u0161uje v\u00fdhody sponzoringu v motorsportu<\/b><\/a> nap\u0159\u00ed\u010d div\u00e1ck\u00fdmi skupinami, kter\u00e9 se z\u0159\u00eddkakdy p\u0159ekr\u00fdvaj\u00ed. Spole\u010dnost RTR Sports Marketing pravideln\u011b vytv\u00e1\u0159\u00ed tato v\u00edces\u00e9riov\u00e1 portfolia. <\/p>\n

    Z\u00e1v\u011br<\/b><\/h2>\n

    N\u00e1klady na sponzoring F1 v roce 2026 se pohybuj\u00ed v \u0161ir\u0161\u00edm rozmez\u00ed ne\u017e kdykoli p\u0159edt\u00edm v komer\u010dn\u00ed historii \u0161ampion\u00e1tu – od 500 000 dolar\u016f za um\u00edst\u011bn\u00ed na jednom z\u00e1vod\u011b a\u017e po 110 milion\u016f dolar\u016f ro\u010dn\u011b za pr\u00e1va na pojmenov\u00e1n\u00ed titulu na vrcholu startovn\u00edho pole. Cenov\u00e1 ot\u00e1zka u\u017e nezn\u00ed jen „kolik?“. – ale „jak\u00e1 \u00farove\u0148, kter\u00fd t\u00fdm a jak\u00e1 aktiva\u010dn\u00ed strategie?“. Na tituln\u00edm \u010d\u00edsle z\u00e1le\u017e\u00ed m\u00e9n\u011b ne\u017e na obchodn\u00ed logice, kter\u00e1 se za n\u00edm skr\u00fdv\u00e1. <\/p>\n

    Aktivace nen\u00ed voliteln\u00e1. Zna\u010dky, kter\u00e9 od sponzor\u016f t\u00fdm\u016f Formule 1 pro rok 2026<\/a> trvale z\u00edsk\u00e1vaj\u00ed pozitivn\u00ed n\u00e1vratnost investic, jsou ty, kter\u00e9 smlouvu pova\u017euj\u00ed za marketingovou platformu, nikoli za n\u00e1kup m\u00e9di\u00ed. Toto rozli\u0161en\u00ed m\u00e1 v\u011bt\u0161\u00ed hodnotu ne\u017e jak\u00e1koli sleva na samotn\u00e9 hodnot\u011b dohody. <\/p>\n

    Spole\u010dnost RTR Sports Marketing se ji\u017e 30 let zab\u00fdv\u00e1 strukturov\u00e1n\u00edm sponzoringu v motorsportu. Pou\u017eijte na\u0161i kalkula\u010dku sponzoringu F1 a sestavte si bal\u00ed\u010dek na m\u00edru, nebo si najm\u011bte konzultanta pro sportovn\u00ed marketing v oblasti sponzoringu<\/a> a promluvte si s na\u0161\u00edm t\u00fdmem p\u0159\u00edmo o sv\u00fdch c\u00edlech. <\/p>\n","protected":false},"excerpt":{"rendered":"

    V mnoha \u010dl\u00e1nc\u00edch tohoto blogu jsme se sna\u017eili odpov\u011bd\u011bt na ot\u00e1zku „kolik stoj\u00ed sponzoring…“? 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":"\nN\u00e1klady na sponzoring F1: Kolik stoj\u00ed sponzorov\u00e1n\u00ed t\u00fdmu Formule 1 v roce 2026?<\/title>\n<meta name=\"description\" content=\"N\u00e1klady na sponzoring F1 se pohybuj\u00ed od 1 milionu dolar\u016f za z\u00e1kladn\u00ed smlouvy a\u017e po v\u00edce ne\u017e 110 milion\u016f dolar\u016f za pr\u00e1va na pojmenov\u00e1n\u00ed titulu. \u00dapln\u00e9 rozd\u011blen\u00ed pro rok 2026 podle \u00farovn\u011b, t\u00fdmu a typu aktivace.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/cs\/blog\/vzorec-nakladu-1-sponzorstvi\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"N\u00e1klady na sponzorstv\u00ed Formule 1: Komplexn\u00ed p\u0159ehled\" \/>\n<meta property=\"og:description\" content=\"N\u00e1klady na sponzoring F1 se pohybuj\u00ed od 1 milionu dolar\u016f za z\u00e1kladn\u00ed smlouvy a\u017e po v\u00edce ne\u017e 110 milion\u016f dolar\u016f za pr\u00e1va na pojmenov\u00e1n\u00ed titulu. \u00dapln\u00e9 rozd\u011blen\u00ed pro rok 2026 podle \u00farovn\u011b, t\u00fdmu a typu aktivace.\" \/>\n<meta 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