{"id":242907,"date":"2024-03-22T16:12:03","date_gmt":"2024-03-22T15:12:03","guid":{"rendered":"https:\/\/rtrsports.com\/sponzor-na-viditelnem-miste\/"},"modified":"2026-10-13T20:16:09","modified_gmt":"2026-10-13T18:16:09","slug":"sponzor-na-viditelnem-miste","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/sponsor-on-visor\/","title":{"rendered":"Sponzor na hled\u00ed p\u0159ilby: mal\u00e1 n\u00e1lepka, velk\u00fd \u00fa\u010dinek"},"content":{"rendered":"

Nejmen\u0161\u00ed m\u00edsto pro zna\u010dku v motoristick\u00e9m sportu je z\u00e1rove\u0148 jedn\u00edm z nejsledovan\u011bj\u0161\u00edch. Hled\u00ed p\u0159ilby m\u011b\u0159\u00ed jen p\u00e1r centimetr\u016f, ale je to jedin\u00e1 plocha, kter\u00e1 z\u016fstane v z\u00e1b\u011bru, kdy\u017e kamera hled\u00e1 o\u010di jezdce. A pr\u00e1v\u011b tam, v\u00edc ne\u017e na boku auta nebo motocyklu, se dnes rozhoduje o rostouc\u00ed \u010d\u00e1sti viditelnosti sponzora.<\/p>\n

V motoristick\u00e9m sportu<\/strong> se boj o pozornost div\u00e1ka nezastavuje na trati, u aut ani u motocykl\u016f: sah\u00e1 a\u017e do nejmen\u0161\u00edch a nejtakti\u010dt\u011bj\u0161\u00edch kout\u016f, jako jsou hled\u00ed p\u0159ileb jezdc\u016f<\/strong>. Plochy na prvn\u00ed pohled bezv\u00fdznamn\u00e9 se uk\u00e1zaly jako v\u00fdjime\u010dn\u00e9 aktivum pro sponzory<\/strong>, kte\u0159\u00ed neust\u00e1le hledaj\u00ed nov\u00e9 zp\u016fsoby, jak vyniknout mezi mnoha zna\u010dkami, je\u017e jsou n\u011bkdy dost nahodile rozm\u00edst\u011bny na stroj\u00edch, kombin\u00e9z\u00e1ch a z\u00eddk\u00e1ch box\u016f.<\/p>\n

Spojeni s hv\u011bzdou<\/h2>\n

V posledn\u00edch letech v\u00fdrazn\u011b vzrostl v\u00fdznam sponzor\u016f, kte\u0159\u00ed se rozhodnou vystavit svou zna\u010dku na samotn\u00e9m jezdci<\/strong>. Ka\u017ed\u00fd milimetr p\u0159ilby, kombin\u00e9zy a je\u0161t\u011b v\u00edc hled\u00ed se stal cenn\u00fdm. Fyzick\u00e1 bl\u00edzkost \u0161ampiona z t\u00e9to mo\u017enosti d\u011bl\u00e1 jednu z prvn\u00edch, kter\u00e9 je t\u0159eba zv\u00e1\u017eit p\u0159i p\u0159\u00edprav\u011b sponzorsk\u00e9ho projektu<\/strong> s ambici\u00f3zn\u00edmi c\u00edli viditelnosti a omezen\u00fdm rozpo\u010dtem.<\/p>\n

Po z\u00e1vod\u011b, v rozhovorech a na stupn\u00edch v\u00edt\u011bz\u016f tyto mal\u00e9, ale taktick\u00e9 plochy zaru\u010duj\u00ed dlouhodobou viditelnost, proto\u017ee jsou spojeny s \u010dlov\u011bkem, kter\u00fd p\u0159ed\u00e1v\u00e1 emoce jinak a siln\u011bji ne\u017e stroj, a\u0165 je to sebev\u00fdjime\u010dn\u011bj\u0161\u00ed v\u016fz formule 1<\/strong><\/a> nebo motocykl MotoGP<\/strong><\/a>.<\/p>\n

Viditelnost a v\u00fdsadn\u00ed z\u00e1b\u011bry<\/h2>\n

Hled\u00ed<\/strong> nab\u00edz\u00ed v\u00fdsadn\u00ed pozici<\/strong>: logo z\u016fst\u00e1v\u00e1 vid\u011bt poka\u017ed\u00e9, kdy\u017e jezdce sn\u00edm\u00e1 p\u0159edn\u00ed kamera, v t\u011bsn\u00fdch z\u00e1b\u011brech, kter\u00e9 hledaj\u00ed o\u010di hlavn\u00edch akt\u00e9r\u016f. B\u00fdt tam je rozhoduj\u00edc\u00ed v dob\u011b, kdy jsou digit\u00e1ln\u00ed m\u00e9dia hlavn\u00edm kan\u00e1lem, kter\u00fdm koluj\u00ed obrazy jezdc\u016f a t\u00fdm\u016f.<\/p>\n

Na soci\u00e1ln\u00edch s\u00edt\u00edch, kter\u00e9 se sleduj\u00ed hlavn\u011b v telefonu, tedy na mal\u00fdch obrazovk\u00e1ch, p\u0159evl\u00e1daj\u00ed pr\u00e1v\u011b t\u011bsn\u00e9 z\u00e1b\u011bry. A publikum je obrovsk\u00e9: na konci roku 2025 m\u011bla formule 1 na sv\u00fdch kan\u00e1lech 114,5 milionu sleduj\u00edc\u00edch, MotoGP p\u0159ekro\u010dilo 60 milion\u016f. Pro sponzora hled\u00ed nen\u00ed detail, je to \u010d\u00e1st p\u0159ilby, kter\u00e1 skon\u010d\u00ed ve vertik\u00e1ln\u00edm form\u00e1tu. P\u00ed\u0161eme o tom i v na\u0161em pr\u016fvodci sponzoringem motoristick\u00e9ho sportu na soci\u00e1ln\u00edch s\u00edt\u00edch<\/a>.<\/p>\n

\"Alex<\/p>\n

Prostor jezdce a prostor t\u00fdmu<\/h2>\n

Na rozd\u00edl od velk\u00fdch ploch na stroj\u00edch a t\u00fdmov\u00e9m vybaven\u00ed je hled\u00ed prostor spojen\u00fd s jezdcem. Toto rozli\u0161en\u00ed d\u00e1v\u00e1 sponzorovi v\u00fdjime\u010dnou mo\u017enost: spojit se nejen s t\u00fdmem, ale i s osobn\u00ed image a charismatem toho, kdo \u0159\u00edd\u00ed, se siln\u011bj\u0161\u00edm emocion\u00e1ln\u00edm dopadem na publikum.<\/p>\n

Podle na\u0161ich zku\u0161enost\u00ed je p\u0159ilba zpravidla prostor, kter\u00fd spravuje jezdec a jeho management, v mez\u00edch stanoven\u00fdch smlouvou s t\u00fdmem a sponzory s\u00e9rie. To je jeden z d\u016fvod\u016f, pro\u010d se projekt na hled\u00ed stav\u00ed s jezdcem, je\u0161t\u011b d\u0159\u00edv ne\u017e s t\u00fdmem. Pro formuli 1 jsme pravidla a hodnotu tohoto prostoru popsali v \u010dl\u00e1nku o p\u0159ilb\u011b formule 1 a jej\u00edch sponzorech<\/a>.<\/p>\n

Dva p\u0159\u00edklady: Unbraked a Galileo<\/h2>\n

Dva projekty z na\u0161eho portfolia dob\u0159e ukazuj\u00ed, jak to funguje. V roce 2024 se Unbraked<\/strong><\/a>, internetov\u00fd prodejce n\u00e1hradn\u00edch d\u00edl\u016f na motocykly, stal partnerem Gresini Racing s logem na hled\u00ed Alexe M\u00e1rqueze<\/strong> po celou sezonu. V roce 2020 zna\u010dka br\u00fdlov\u00fdch \u010do\u010dek Galileo<\/strong><\/a> doprov\u00e1zela Andreu Dovizioso<\/strong> jako osobn\u00ed sponzor, se svou zna\u010dkou na p\u0159ilb\u011b jezdce z Forlimpopoli.<\/p>\n

Tyto spolupr\u00e1ce nevyu\u017eily jen viditelnost v\u00fdrazn\u00e9 pozice: vytvo\u0159ily p\u0159\u00edb\u011bhy, kter\u00e9 odpov\u00eddaj\u00ed produktu, n\u00e1hradn\u00ed d\u00edl, kter\u00fd motork\u00e1\u0159 pot\u0159ebuje, \u010do\u010dka, kter\u00e1 pom\u00e1h\u00e1 l\u00e9pe vid\u011bt. Stru\u010dn\u011b \u0159e\u010deno, kreativita a strategie prom\u011bn\u00ed mal\u00fd fyzick\u00fd prostor v siln\u00fd marketingov\u00fd n\u00e1stroj.<\/p>\n

\"Andrea<\/p>\n

Trocha historie: od roku 1968 k dne\u0161n\u00edm p\u0159ilb\u00e1m<\/h2>\n

Ve formuli 1 se komer\u010dn\u00ed reklama na vozech objevila a\u017e na za\u010d\u00e1tku roku 1968, kdy FIA zm\u00edrnila pravidla pot\u00e9, co firmy jako BP, Shell a Firestone st\u00e1hly svou podporu. Do t\u00e9 doby z\u00e1vodila auta v n\u00e1rodn\u00edch barv\u00e1ch: \u010derven\u00e9 pro It\u00e1lii, modr\u00e9 pro Francii, zelen\u00e9 pro Spojen\u00e9 kr\u00e1lovstv\u00ed. Juan Manuel Fangio, Nino Farina a Jack Brabham z\u00edskali sv\u00e9 tituly ve vozech bez komer\u010dn\u00edch barevn\u00fdch \u00faprav.<\/p>\n

Zm\u011bna p\u0159i\u0161la okam\u017eit\u011b. Lotus Colina Chapmana opustil British racing green kv\u016fli barv\u00e1m cigaret Gold Leaf a od t\u00e9 doby se sponzorsk\u00e9 barevn\u00e9 \u00fapravy staly normou a nav\u017edy zm\u011bnily podobu tohoto sportu.<\/p>\n

\"p\u0159ilba<\/p>\n

A tahle p\u0159ilba? Vypr\u00e1v\u00ed p\u0159\u00edb\u011bh, kter\u00fd o t\u00e9 dob\u011b \u0159ekne hodn\u011b. Slavn\u00e1 dobov\u00e1 fotografie, p\u0159ipisovan\u00e1 p\u0159ilb\u011b Jochena Rindta<\/strong><\/a>, ukazuje n\u00e1lepku s n\u00e1pisem \u201eThis $pace to let\u201c, tento prostor je k pron\u00e1jmu: inzer\u00e1t ur\u010den\u00fd mo\u017en\u00fdm sponzor\u016fm, nalepen\u00fd na boku sko\u0159epiny p\u0159ilby, v dob\u011b, kdy hled\u00ed je\u0161t\u011b nebylo nej\u017e\u00e1dan\u011bj\u0161\u00ed plochou. Rindt, kter\u00fd se narodil v N\u011bmecku, vyrostl ve \u0160t\u00fdrsk\u00e9m Hradci a z\u00e1vodil s rakouskou licenc\u00ed, je dodnes jedin\u00fdm mistrem sv\u011bta formule 1 vyhl\u00e1\u0161en\u00fdm po smrti, v roce 1970, a jeho smlouvy vy\u0159izoval p\u0159\u00edtel Bernie Ecclestone<\/strong>, mu\u017e, kter\u00fd pozd\u011bji z F1 ud\u011blal glob\u00e1ln\u00ed pr\u016fmysl.<\/p>\n

Je a\u017e p\u0159ekvapiv\u00e9, jak moc se odv\u011btv\u00ed od t\u00e9 doby zm\u011bnilo. Tehdy se hledal n\u011bkdo, kdo by prostor koupil. Dnes se o m\u00edst\u011b na p\u0159ilb\u011b \u0161ampiona jedn\u00e1 sezonu za sezonou.<\/p>\n

Pro\u010d se obr\u00e1tit na sponzorskou agenturu<\/h2>\n

V\u00fdvoj sponzorsk\u00fdch strategi\u00ed v motoristick\u00e9m sportu<\/strong> ukazuje, jak d\u016fle\u017eit\u00e9 je m\u00edt u stolu specializovanou agenturu. Kdo zn\u00e1 paddock, v\u00ed, kde jsou voln\u00e9 plochy, kte\u0159\u00ed jezdci maj\u00ed na p\u0159ilb\u011b m\u00edsto, jak vyjednat podm\u00ednky a d\u00e9lku spolupr\u00e1ce a jak kolem tak mal\u00e9ho loga postavit aktivaci. V tomto kontextu je role agentury pro sportovn\u00ed sponzoring<\/strong> z\u00e1sadn\u00ed pro \u00fasp\u011b\u0161n\u00fd pohyb mezi paddockem a boxy, v MotoGP<\/a> stejn\u011b jako ve formuli 1<\/a>.<\/p>\n

Mal\u00fd prostor s velkou hodnotou<\/h2>\n

Hled\u00ed p\u0159ilby<\/strong> je v motoristick\u00e9m sportu reklamn\u00ed plocha velk\u00e9 hodnoty, proto\u017ee sponzorovi d\u00e1v\u00e1 p\u0159\u00edmou a rozpoznatelnou viditelnost spojenou s tv\u00e1\u0159\u00ed jezdce. Ve sv\u011bt\u011b, kde z\u00e1le\u017e\u00ed na ka\u017ed\u00e9m detailu, m\u016f\u017ee volba tohoto zd\u00e1nliv\u011b skromn\u00e9ho prostoru rozhodnout o pozici zna\u010dky, pokud se kolem n\u011bj postav\u00ed p\u0159\u00edb\u011bh. P\u00e1r centimetr\u016f. Spousta pozornosti. Zbytek ud\u011bl\u00e1 p\u0159\u00edb\u011bh, kter\u00fd na n\u011bj nap\u00ed\u0161ete.<\/p>\n

\r\n\r\n

\u010cast\u00e9 ot\u00e1zky o sponzorovi na hled\u00ed p\u0159ilby<\/b><\/h2>\r\n \r\n
\n
\r\n\r\n

\r\n Pro\u010d sponzor vol\u00ed hled\u00ed p\u0159ilby?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Proto\u017ee je to prostor nejv\u00edce spojen\u00fd s tv\u00e1\u0159\u00ed jezdce: z\u016fst\u00e1v\u00e1 v z\u00e1b\u011bru, kdy\u017e kamera p\u0159ibl\u00ed\u017e\u00ed o\u010di, b\u011bhem z\u00e1vodu, rozhovor\u016f i na stupn\u00edch v\u00edt\u011bz\u016f. Umo\u017e\u0148uje spojit zna\u010dku s \u010dlov\u011bkem, nejen s t\u00fdmem, \u010dasto s men\u0161\u00ed investic\u00ed ne\u017e plochy na stroj\u00edch.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Jak viditeln\u00e9 je logo na hled\u00ed p\u0159ilby?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Velmi, hlavn\u011b na soci\u00e1ln\u00edch s\u00edt\u00edch, kde p\u0159evl\u00e1daj\u00ed t\u011bsn\u00e9 z\u00e1b\u011bry sledovan\u00e9 na mal\u00fdch obrazovk\u00e1ch. Na konci roku 2025 m\u011bla formule 1 na sv\u00fdch kan\u00e1lech 114,5 milionu sleduj\u00edc\u00edch a MotoGP p\u0159es 60 milion\u016f: publikum, kter\u00e9 vid\u00ed hlavn\u011b tv\u00e1\u0159e hlavn\u00edch akt\u00e9r\u016f.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Kdo rozhoduje o sponzorech na p\u0159ilb\u011b jezdce?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Podle na\u0161ich zku\u0161enost\u00ed je p\u0159ilba zpravidla prostor, kter\u00fd spravuje jezdec a jeho management, v mez\u00edch smlouvy s t\u00fdmem a sponzor\u016f s\u00e9rie. Proto se projekt na hled\u00ed stav\u00ed p\u0159edev\u0161\u00edm s jezdcem.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Kdy se ve formuli 1 objevili sponzo\u0159i?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Na za\u010d\u00e1tku roku 1968, kdy FIA povolila komer\u010dn\u00ed reklamu na vozech pot\u00e9, co firmy jako BP, Shell a Firestone st\u00e1hly svou podporu. Lotus byl prvn\u00edm velk\u00fdm t\u00fdmem, kter\u00fd zm\u011bnil barvy, z britsk\u00e9 zelen\u00e9 na barvy cigaret Gold Leaf.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Co je p\u0159ilba This space to let?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Slavn\u00e1 dobov\u00e1 fotografie, p\u0159ipisovan\u00e1 p\u0159ilb\u011b Jochena Rindta, s n\u00e1lepkou, kter\u00e1 nab\u00edzela prostor sponzor\u016fm k pron\u00e1jmu. Rindt, jedin\u00fd mistr sv\u011bta formule 1 vyhl\u00e1\u0161en\u00fd po smrti, v roce 1970, sv\u011b\u0159oval sv\u00e9 smlouvy p\u0159\u00edteli Berniemu Ecclestoneovi.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Jak\u00e9 jsou p\u0159\u00edklady sponzora na hled\u00ed p\u0159ilby?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

V roce 2024 byl Unbraked, prodejce n\u00e1hradn\u00edch d\u00edl\u016f na motocykly, partnerem Gresini Racing s logem na hled\u00ed Alexe M\u00e1rqueze po celou sezonu. V roce 2020 byla zna\u010dka \u010do\u010dek Galileo osobn\u00edm sponzorem Andrey Dovizioso, se svou zna\u010dkou na jeho p\u0159ilb\u011b.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Nejmen\u0161\u00ed m\u00edsto pro zna\u010dku v motoristick\u00e9m sportu je z\u00e1rove\u0148 jedn\u00edm z nejsledovan\u011bj\u0161\u00edch. Hled\u00ed p\u0159ilby m\u011b\u0159\u00ed jen p\u00e1r centimetr\u016f, ale je to jedin\u00e1 plocha, kter\u00e1 z\u016fstane v z\u00e1b\u011bru, kdy\u017e kamera hled\u00e1 o\u010di jezdce. A pr\u00e1v\u011b tam, v\u00edc ne\u017e na boku auta nebo motocyklu, se dnes rozhoduje o rostouc\u00ed \u010d\u00e1sti viditelnosti sponzora. V motoristick\u00e9m sportu se boj […]<\/p>\n","protected":false},"author":14,"featured_media":197391,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20229],"tags":[],"class_list":["post-242907","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"\nHled\u00ed p\u0159ilby: mal\u00e1 n\u00e1lepka sponzora, velk\u00e1 viditelnost<\/title>\n<meta name=\"description\" content=\"Sponzor na hled\u00ed p\u0159ilby je v ka\u017ed\u00e9m detailn\u00edm z\u00e1b\u011bru i na s\u00edt\u00edch: pro\u010d m\u00e1 hodnotu, kdo rozhoduje, p\u0159\u00edklady Unbraked a Galileo a historie od roku 1968.\" \/>\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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