{"id":243076,"date":"2024-04-18T12:43:24","date_gmt":"2024-04-18T10:43:24","guid":{"rendered":"https:\/\/rtrsports.com\/strategicky-sportovni-marketing\/"},"modified":"2026-10-14T18:17:46","modified_gmt":"2026-10-14T16:17:46","slug":"strategicky-sportovni-marketing","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/strategicky-sportovni-marketing\/","title":{"rendered":"Strategick\u00fd sportovn\u00ed marketing: jak vybudovat strategii, kter\u00e1 funguje"},"content":{"rendered":"

Devaten\u00e1ct set dva. To je rok, kdy se Slazenger st\u00e1v\u00e1 ofici\u00e1ln\u00edm dodavatelem m\u00ed\u010d\u016f pro Wimbledon, a od t\u00e9 doby s t\u00edm nikdy nep\u0159estal: tato spolupr\u00e1ce je pova\u017eov\u00e1na za nejd\u00e9le trvaj\u00edc\u00ed sponzoring v d\u011bjin\u00e1ch sportu. V roce 1902 nikdo nemluvil o strategick\u00e9m sportovn\u00edm marketingu. P\u0159esto to rozhodnut\u00ed m\u011blo u\u017e v\u0161echno: jasn\u00fd c\u00edl, spr\u00e1vnou sportovn\u00ed platformu, produkt, kter\u00fd pracuje uvnit\u0159 akce, a ne vedle n\u00ed, a \u010dasov\u00fd horizont, kter\u00fd by \u017e\u00e1dn\u00fd ro\u010dn\u00ed pl\u00e1n nikdy nep\u0159edpokl\u00e1dal.<\/p>\n

Mnoho zna\u010dek si dodnes mysl\u00ed, \u017ee sportovn\u00ed marketing je ot\u00e1zkou viditelnosti: koupit plochu, um\u00edstit na ni logo, spo\u010d\u00edtat zobrazen\u00ed v televizi. Nen\u00ed tomu tak. Je to ot\u00e1zka metody. Rozd\u00edl je stejn\u00fd jako mezi pron\u00e1jmem v\u00fdlohy na jednu sezonu a stavbou obchodu, do kter\u00e9ho se z\u00e1kazn\u00edci vracej\u00ed. Za to prvn\u00ed se zaplat\u00ed a zapomene se na to. To druh\u00e9 pracuje roky.<\/p>\n

Co je strategick\u00fd sportovn\u00ed marketing<\/h2>\n

Strategick\u00fd sportovn\u00ed marketing je soubor rozhodnut\u00ed, jimi\u017e firma ur\u010duje, pro\u010d vstoupit do sportu, do jak\u00e9ho sportu a s jakou platformou, jak\u00e1 pr\u00e1va koupit, jak je aktivovat a jak m\u011b\u0159it n\u00e1vratnost, a to na z\u00e1klad\u011b vlastn\u00edch obchodn\u00edch c\u00edl\u016f, nikoli v\u00e1\u0161n\u011b pro ur\u010ditou discipl\u00ednu. Taktika je jednotliv\u00e1 akce, kampa\u0148, p\u0159\u00edsp\u011bvek. Strategie je nit, kter\u00e1 to v\u0161e dr\u017e\u00ed pohromad\u011b a kter\u00e1 na konci sezony umo\u017e\u0148uje \u0159\u00edct, co fungovalo a pro\u010d.<\/p>\n

\u0158e\u010deno obchodn\u00edm jazykem: bez strategie se kupuje expozice. Se strategi\u00ed se kupuje v\u00fdsledek.<\/p>\n

P\u011bt rozhodnut\u00ed, z nich\u017e vznik\u00e1 strategie sportovn\u00edho marketingu<\/h2>\n

1. C\u00edl, d\u0159\u00edv ne\u017e sport<\/h3>\n

Pov\u011bdom\u00ed na nov\u00e9m trhu, vztahy B2B, prodeje, reputace, vnit\u0159n\u00ed motivace: to jsou r\u016fzn\u00e9 c\u00edle a vy\u017eaduj\u00ed r\u016fzn\u00e9 sponzoringy. Podle m\u00e9 zku\u0161enosti p\u0159ich\u00e1z\u00ed ot\u00e1zka \u201ejak\u00fd sport m\u00e1me r\u00e1di?\u201c t\u00e9m\u011b\u0159 v\u017edy p\u0159\u00edli\u0161 brzy. Spr\u00e1vn\u00e1 ot\u00e1zka zn\u00ed: \u201eCo se mus\u00ed za t\u0159i roky zm\u011bnit v na\u0161ich \u010d\u00edslech?\u201c<\/p>\n

2. Spr\u00e1vn\u00e1 platforma, ne ta nejslavn\u011bj\u0161\u00ed<\/h3>\n

Sport, \u0161ampion\u00e1t, t\u00fdm, sportovec nebo akce: ka\u017ed\u00e1 platforma p\u0159in\u00e1\u0161\u00ed publikum, geografii a cenu. Formule 1<\/a> oslovuje glob\u00e1ln\u00ed publikum a vy\u017eaduje velk\u00e9 rozpo\u010dty; MotoGP<\/a> m\u00e1 publikum soust\u0159ed\u011bn\u011bj\u0161\u00ed v Evrop\u011b a jihov\u00fdchodn\u00ed Asii a p\u0159\u00edm\u011bj\u0161\u00ed vztah s jezdci. Ani jedna nen\u00ed lep\u0161\u00ed v absolutn\u00edm smyslu. Lep\u0161\u00ed se st\u00e1v\u00e1 ve vztahu k c\u00edli.<\/p>\n

3. Aktiva: co se skute\u010dn\u011b kupuje<\/h3>\n

Logo na livreji je viditeln\u00e1 \u010d\u00e1st, ne jedin\u00e1. Kupuj\u00ed se pr\u00e1va k obrazu, hospitality, p\u0159\u00edstup do paddocku, obsah, exkluzivita v kategorii a mo\u017enost pou\u017e\u00edvat zna\u010dku t\u00fdmu ve vlastn\u00edch kampan\u00edch. Dob\u0159e veden\u00e9 vyjedn\u00e1v\u00e1n\u00ed p\u0159esouv\u00e1 v\u00e1hu z loga na aktiva, kter\u00e1 c\u00edl skute\u010dn\u011b pot\u0159ebuje.<\/p>\n

4. Aktivace, tedy m\u00edsto, kde se hraje z\u00e1pas<\/h3>\n

Smlouva bez aktivace sponzoringu<\/a> je pr\u00e1zdn\u00e1 n\u00e1lepka na motorce, aut\u011b nebo dresu. Aktivace je v\u0161e, co zna\u010dka d\u011bl\u00e1 kolem pr\u00e1v: akce pro klienty, obsah, propagace, zapojen\u00ed zam\u011bstnanc\u016f. Podle m\u00e9ho n\u00e1zoru je to tak\u00e9 polo\u017eka, kterou rozpo\u010dty nej\u010dast\u011bji podce\u0148uj\u00ed.<\/p>\n

5. M\u011b\u0159en\u00ed, dohodnut\u00e9 p\u0159ed podpisem<\/h3>\n

Ukazatele, n\u00e1stroje a prahov\u00e9 hodnoty se vol\u00ed p\u0159ed podpisem, ne a\u017e po n\u011bm. Expozice zna\u010dky v televizi a online, v\u00fdzkumy pov\u011bdom\u00ed, z\u00edskan\u00e9 kontakty, prodeje, hodnota hospitality: ka\u017ed\u00fd c\u00edl m\u00e1 sv\u016fj ukazatel. Kdo rozhoduje o tom, co m\u011b\u0159it, a\u017e po skon\u010den\u00ed sezony, nakonec v\u017edy m\u011b\u0159\u00ed to, co se povedlo.<\/p>\n

\"Ruka<\/p>\n

P\u0159\u00edpady, kter\u00e9 obst\u00e1ly ve zkou\u0161ce \u010dasu<\/h2>\n

Ale nev\u011b\u0159te jen tomu, co p\u00ed\u0161eme. Pod\u00edvejte se, co ud\u011blaly n\u011bkter\u00e9 zna\u010dky, kter\u00e9 se sportem pracuj\u00ed cel\u00e1 desetilet\u00ed.<\/p>\n

Shell a Ferrari spolupracuj\u00ed od roku 1929. Ve Formuli 1 m\u011bl vztah t\u0159i f\u00e1ze: od roku 1951 do roku 1964, od roku 1966 do roku 1973 a pak nep\u0159etr\u017eit\u011b od roku 1996, a 1. ledna 2026 za\u010dala nov\u00e1 v\u00edcelet\u00e1 smlouva, kter\u00e1 zahrnuje i Hypercar v mistrovstv\u00ed sv\u011bta vytrvalostn\u00edch z\u00e1vod\u016f. SKF dod\u00e1v\u00e1 st\u00e1ji lo\u017eiska od roku 1947: podle obou firem jde o nejdel\u0161\u00ed nep\u0159eru\u0161en\u00e9 partnerstv\u00ed v d\u011bjin\u00e1ch Formule 1. DHL je ofici\u00e1ln\u00edm logistick\u00fdm partnerem Formule 1 od roku 2004 a v roce 2024 smlouvu prodlou\u017eil, tak\u017ee z\u016fst\u00e1v\u00e1 nejd\u00e9le p\u016fsob\u00edc\u00edm glob\u00e1ln\u00edm partnerem \u0161ampion\u00e1tu. Ve v\u0161ech t\u0159ech p\u0159\u00edpadech pracuje produkt uvnit\u0159 sportu: paliva, komponenty, logistika. Proto tyto vztahy vydr\u017e\u00ed.<\/p>\n

Mimo motorsport spustila spole\u010dnost Procter & Gamble v roce 2012, sto dn\u00ed p\u0159ed olympijsk\u00fdmi hrami v Lond\u00fdn\u011b, kampa\u0148 \u201eThank You, Mom\u201c: nejv\u011bt\u0161\u00ed kampa\u0148 ve 174let\u00e9 historii firmy, postavenou na jej\u00edm celosv\u011btov\u00e9m partnerstv\u00ed s Mezin\u00e1rodn\u00edm olympijsk\u00fdm v\u00fdborem a na jednoduch\u00e9 my\u0161lence vypr\u00e1v\u011bt o matk\u00e1ch sportovc\u016f m\u00edsto o sportovc\u00edch samotn\u00fdch. Olympijsk\u00e1 pr\u00e1va, v\u00fdrobky pro dom\u00e1cnost, univerz\u00e1ln\u00ed emoce. Strategie.<\/p>\n

Je tu je\u0161t\u011b jedno ponau\u010den\u00ed, kter\u00e9 m\u00e1 stejnou cenu jako ostatn\u00ed. Repsol byl titul\u00e1rn\u00edm sponzorem tov\u00e1rn\u00edho t\u00fdmu Honda v MotoGP od roku 1995 do roku 2024: t\u0159icet let, 183 v\u00edt\u011bzstv\u00ed a 15 jezdeck\u00fdch titul\u016f ve t\u0159\u00edd\u00e1ch 500 cm\u00b3 a MotoGP. Na konci roku 2024 partnerstv\u00ed skon\u010dilo, po t\u011b\u017ek\u00fdch sezon\u00e1ch t\u00fdmu a odchodu Marca M\u00e1rqueze. I ty nejlep\u0161\u00ed strategie maj\u00ed datum spot\u0159eby a um\u011bt ho rozpoznat pat\u0159\u00ed k \u0159emeslu.<\/p>\n

Co u\u010d\u00ed Spojen\u00e9 kr\u00e1lovstv\u00ed<\/h2>\n

Jen m\u00e1lo zem\u00ed prom\u011bnilo sportovn\u00ed tradici v obchodn\u00ed hodnotu tak jako Spojen\u00e9 kr\u00e1lovstv\u00ed. Prvn\u00ed Velk\u00e1 cena zapo\u010d\u00edt\u00e1van\u00e1 do mistrovstv\u00ed sv\u011bta Formule 1 se jela v Silverstonu v kv\u011btnu 1950. V roce 2026 p\u0159il\u00e1kala Velk\u00e1 cena Velk\u00e9 Brit\u00e1nie b\u011bhem \u010dty\u0159 dn\u016f 564 000 lid\u00ed: \u0161lo o nejnav\u0161t\u011bvovan\u011bj\u0161\u00ed v\u00edkend v d\u011bjin\u00e1ch Formule 1, nad 520 000 div\u00e1k\u016f v Adelaide v roce 1995.<\/p>\n

Ponau\u010den\u00ed pro zna\u010dky zn\u00ed: d\u011bdictv\u00ed sportu je aktivum, ne vzpom\u00ednka. Wimbledon vybudoval svou hodnotu, ani\u017e by se honil za ka\u017ed\u00fdm dostupn\u00fdm sponzorem, Silverstone prom\u011bnil historick\u00fd okruh ve \u010dty\u0159denn\u00ed akci. Kdo vstupuje do t\u011bchto platforem, nekupuje jen publikum: kupuje kontinuitu. Nen\u00ed n\u00e1hoda, \u017ee Formule 1 dnes za\u017e\u00edv\u00e1 obdob\u00ed nejv\u011bt\u0161\u00ed popularity, jak vysv\u011btlujeme v \u010dl\u00e1nku o tom, pro\u010d je Formule 1 tak popul\u00e1rn\u00ed<\/a>.<\/p>\n

Chyby, kter\u00e9 vid\u00edm nej\u010dast\u011bji<\/h2>\n

Prvn\u00ed je vyb\u00edrat sport z v\u00e1\u0161n\u011b. St\u00e1v\u00e1 se \u010dast\u011bji, ne\u017e by se zd\u00e1lo, \u017ee rozhodnut\u00ed vych\u00e1z\u00ed z obl\u00edben\u00e9ho \u0161ampion\u00e1tu gener\u00e1ln\u00edho \u0159editele. Nen\u00ed to h\u0159\u00edch, pokud se shoduje s c\u00edlem; st\u00e1v\u00e1 se j\u00edm, kdy\u017e c\u00edl nahrazuje.<\/p>\n

Druhou je koupit p\u0159\u00edli\u0161 kr\u00e1tk\u00fd horizont. Ve Formuli 1 se podle na\u0161eho pr\u016fzkumu ze z\u00e1\u0159\u00ed 2026 ned\u00e1 vstoupit za m\u00e9n\u011b ne\u017e 2 miliony dolar\u016f ro\u010dn\u011b, t\u00e9m\u011b\u0159 v\u0161echny t\u00fdmy po\u017eaduj\u00ed nejm\u00e9n\u011b dv\u011b sezony a sponzoring jedin\u00e9ho z\u00e1vodu u\u017e neexistuje. S\u00e1m trh \u0159\u00edk\u00e1, \u017ee jedna sezona nesta\u010d\u00ed k tomu, aby se cokoli vybudovalo.<\/p>\n

T\u0159et\u00ed je m\u011b\u0159it pouze viditelnost. Televizn\u00ed zobrazen\u00ed se snadno po\u010d\u00edtaj\u00ed, a proto se st\u00e1vaj\u00ed jedin\u00fdm \u010d\u00edslem ve zpr\u00e1v\u011b, i kdy\u017e c\u00edl byl jin\u00fd. \u010ctvrt\u00e1 a nejdra\u017e\u0161\u00ed chyba je nezahrnout aktivaci do rozpo\u010dtu: podle m\u00e9 zku\u0161enosti ten, kdo to ud\u011bl\u00e1, koupil polovinu sponzoringu a zaplatil plnou cenu.<\/p>\n

\"Mana\u017ee\u0159i<\/p>\n

M\u011b\u0159it n\u00e1vratnost, i kdy\u017e se to zd\u00e1 nemo\u017en\u00e9<\/h2>\n

N\u00e1vratnost sponzoringu se d\u00e1 zm\u011b\u0159it, pokud se p\u0159edem rozhodne, co se bude m\u011b\u0159it. P\u0159\u00edklad z na\u0161eho archivu: na World Ducati Week v roce 2000 vytvo\u0159ila region\u00e1ln\u00ed investice ve v\u00fd\u0161i 294,2 milionu lir ekonomick\u00fd dopad 13,8 miliardy lir, tedy pom\u011br 1 ku 46,9, jak popisujeme v p\u0159\u00edpadov\u00e9 studii World Ducati Week<\/a>. Je to n\u00e1vratnost pro region, ne pro sponzoruj\u00edc\u00ed zna\u010dku, a poch\u00e1z\u00ed z doby p\u0159ed dvaceti \u0161esti lety: ukazuje, \u017ee n\u00e1vratnost lze zm\u011b\u0159it, kdy\u017e se zvol\u00ed, co m\u011b\u0159it, ne \u017ee je zaru\u010den\u00e1.<\/p>\n

Pro zna\u010dku se ukazatele m\u011bn\u00ed s c\u00edlem: obchodn\u00ed kontakty z\u00edskan\u00e9 d\u00edky hospitality, r\u016fst pov\u011bdom\u00ed na trz\u00edch z kalend\u00e1\u0159e, prodeje spojen\u00e9 s propaga\u010dn\u00edmi akcemi, hodnota vytvo\u0159en\u00e9ho obsahu. \u010c\u00edsla nel\u017eou, pokud se p\u0159edem rozhodlo, na kter\u00e1 se d\u00edvat.<\/p>\n

Metoda v kostce<\/h2>\n

C\u00edl, platforma, aktiva, aktivace, m\u011b\u0159en\u00ed. V tomto po\u0159ad\u00ed, nikdy obr\u00e1cen\u011b. Je to metoda, se kterou v RTR Sports Marketing pracujeme u\u017e v\u00edce ne\u017e t\u0159icet let, od v\u00fdb\u011bru \u0161ampion\u00e1tu p\u0159es vyjedn\u00e1v\u00e1n\u00ed a\u017e po zpr\u00e1vu na konci sezony, a ne proto, \u017ee by byla elegantn\u00ed: proto\u017ee je jedin\u00e1, kter\u00e1 na konci smlouvy umo\u017e\u0148uje odpov\u011bd\u011bt na ot\u00e1zku, na kter\u00e9 z\u00e1le\u017e\u00ed, tedy zda podepsat znovu.<\/p>\n

V\u00fdloha se pronaj\u00edm\u00e1 na sezonu. Obchod se stav\u00ed proto, aby z\u016fstal. To je cel\u00fd strategick\u00fd sportovn\u00ed marketing.<\/p>\n

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\u010cast\u00e9 ot\u00e1zky o strategick\u00e9m sportovn\u00edm marketingu<\/b><\/h2>\r\n \r\n
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\r\n Co je strategick\u00fd sportovn\u00ed marketing?<\/b>\r\n <\/h3>\r\n\r\n
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Je to soubor rozhodnut\u00ed, jimi\u017e firma ur\u010duje, pro\u010d vstoupit do sportu, s jakou platformou, jak\u00e1 pr\u00e1va koupit, jak je aktivovat a jak m\u011b\u0159it n\u00e1vratnost, a to na z\u00e1klad\u011b vlastn\u00edch obchodn\u00edch c\u00edl\u016f. Taktika je jednotliv\u00e1 akce nebo kampa\u0148; strategie je nit, kter\u00e1 v\u0161e dr\u017e\u00ed pohromad\u011b.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak\u00e9 jsou f\u00e1ze strategie sportovn\u00edho marketingu?<\/b>\r\n <\/h3>\r\n\r\n
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Jde o p\u011bt rozhodnut\u00ed v tomto po\u0159ad\u00ed: obchodn\u00ed c\u00edl, spr\u00e1vn\u00e1 platforma (sport, \u0161ampion\u00e1t, t\u00fdm, sportovec nebo akce), aktiva, kter\u00e1 se kupuj\u00ed, aktivace pr\u00e1v a ukazatele, jimi\u017e se m\u011b\u0159\u00ed n\u00e1vratnost a kter\u00e9 se vol\u00ed p\u0159ed podpisem.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Kter\u00fd sportovn\u00ed sponzoring trv\u00e1 nejd\u00e9le?<\/b>\r\n <\/h3>\r\n\r\n
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Za takov\u00fd se pova\u017euje sponzoring Slazengeru a Wimbledonu: od roku 1902 dod\u00e1v\u00e1 Slazenger ofici\u00e1ln\u00ed m\u00ed\u010de turnaje. V motorsportu je SKF technick\u00fdm partnerem Ferrari od roku 1947, v partnerstv\u00ed, kter\u00e9 ob\u011b firmy ozna\u010duj\u00ed za nejdel\u0161\u00ed nep\u0159eru\u0161en\u00e9 v d\u011bjin\u00e1ch Formule 1.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak se m\u011b\u0159\u00ed n\u00e1vratnost strategie sportovn\u00edho marketingu?<\/b>\r\n <\/h3>\r\n\r\n
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V\u00fdb\u011brem ukazatel\u016f nav\u00e1zan\u00fdch na c\u00edl je\u0161t\u011b p\u0159ed podpisem: expozice zna\u010dky, v\u00fdzkumy pov\u011bdom\u00ed, obchodn\u00ed kontakty z\u00edskan\u00e9 d\u00edky hospitality, prodeje spojen\u00e9 s propaga\u010dn\u00edmi akcemi, hodnota obsahu. M\u011b\u0159it jen televizn\u00ed zobrazen\u00ed vypov\u00edd\u00e1 pouze o \u010d\u00e1sti v\u00fdsledku.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Kolik stoj\u00ed vstup do Formule 1 jako sponzor?<\/b>\r\n <\/h3>\r\n\r\n
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Podle pr\u016fzkumu RTR Sports Marketing ze z\u00e1\u0159\u00ed 2026 se do Formule 1 ned\u00e1 vstoupit za m\u00e9n\u011b ne\u017e 2 miliony dolar\u016f ro\u010dn\u011b, t\u00e9m\u011b\u0159 v\u0161echny t\u00fdmy po\u017eaduj\u00ed z\u00e1vazek nejm\u00e9n\u011b na dv\u011b sezony a sponzoring jedin\u00e9ho z\u00e1vodu u\u017e neexistuje.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Pro\u010d je Spojen\u00e9 kr\u00e1lovstv\u00ed vzorem ve sportovn\u00edm marketingu?<\/b>\r\n <\/h3>\r\n\r\n
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Proto\u017ee prom\u011bnilo sportovn\u00ed tradici v obchodn\u00ed hodnotu: Wimbledon a Slazenger spolupracuj\u00ed od roku 1902, prvn\u00ed Velk\u00e1 cena mistrovstv\u00ed sv\u011bta Formule 1 se jela v Silverstonu v roce 1950 a v roce 2026 p\u0159il\u00e1kala Velk\u00e1 cena Velk\u00e9 Brit\u00e1nie b\u011bhem \u010dty\u0159 dn\u016f 564 000 div\u00e1k\u016f, nejv\u00edce v d\u011bjin\u00e1ch Formule 1.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Devaten\u00e1ct set dva. To je rok, kdy se Slazenger st\u00e1v\u00e1 ofici\u00e1ln\u00edm dodavatelem m\u00ed\u010d\u016f pro Wimbledon, a od t\u00e9 doby s t\u00edm nikdy nep\u0159estal: tato spolupr\u00e1ce je pova\u017eov\u00e1na za nejd\u00e9le trvaj\u00edc\u00ed sponzoring v d\u011bjin\u00e1ch sportu. V roce 1902 nikdo nemluvil o strategick\u00e9m sportovn\u00edm marketingu. P\u0159esto to rozhodnut\u00ed m\u011blo u\u017e v\u0161echno: jasn\u00fd c\u00edl, spr\u00e1vnou sportovn\u00ed platformu, produkt, […]<\/p>\n","protected":false},"author":14,"featured_media":195573,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20229],"tags":[],"class_list":["post-243076","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"\nStrategick\u00fd sportovn\u00ed marketing: p\u011bt kl\u00ed\u010dov\u00fdch rozhodnut\u00ed<\/title>\n<meta name=\"description\" content=\"Strategick\u00fd sportovn\u00ed marketing: c\u00edl, platforma, aktiva, aktivace a m\u011b\u0159en\u00ed, s p\u0159\u00edklady od Shell-Ferrari po Wimbledon a chybami, kter\u00fdm je dobr\u00e9 se vyhnout.\" \/>\n<meta name=\"robots\" content=\"index, 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