{"id":243111,"date":"2024-04-21T13:25:08","date_gmt":"2024-04-21T11:25:08","guid":{"rendered":"https:\/\/rtrsports.com\/potencialni-sponzorske-agentury\/"},"modified":"2026-10-15T13:38:02","modified_gmt":"2026-10-15T11:38:02","slug":"potencialni-sponzorske-agentury","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/potential-sponsoring-agency\/","title":{"rendered":"Sponzorsk\u00e1 agentura ve sportu: co d\u011bl\u00e1 a kdy se vyplat\u00ed"},"content":{"rendered":"

V\u011bt\u0161ina firem, kter\u00e9 n\u00e1m volaj\u00ed kv\u016fli sponzoringu, u\u017e m\u00e1 vybran\u00fd t\u00fdm. Mnohem m\u00e9n\u011b jich m\u00e1 vybran\u00fd c\u00edl.<\/p>\n

Nen\u00ed to nepozornost, tak prost\u011b funguje sport: je to jeden z m\u00e1la obor\u016f, v nich\u017e se skoro ka\u017ed\u00fd c\u00edt\u00ed kompetentn\u00ed. V ned\u011bli se d\u00edv\u00e1te na z\u00e1vod, zn\u00e1te jezdce, m\u00e1te sv\u016fj obl\u00edben\u00fd t\u00fdm. Jen\u017ee zn\u00e1t sport a um\u011bt ho vyu\u017e\u00edt jako marketingov\u00fd n\u00e1stroj jsou dv\u011b r\u016fzn\u00e1 \u0159emesla, stejn\u011b jako l\u00e1ska k hudb\u011b ned\u011bl\u00e1 z nikoho hudebn\u00edho producenta. Agentura pro sportovn\u00ed sponzoring<\/strong><\/a> pracuje pr\u00e1v\u011b v tomto prostoru.<\/p>\n

Nejd\u0159\u00edv diagn\u00f3za, potom l\u00e9\u010dba<\/h2>\n

S bolest\u00ed zubu nikdo nejde k o\u010dn\u00edmu l\u00e9ka\u0159i. Oba jsou l\u00e9ka\u0159i, ale nikdo by je nezam\u011bnil. Praktick\u00fd l\u00e9ka\u0159 pozn\u00e1, \u017ee je probl\u00e9m, a po\u0161le v\u00e1s ke specialistovi, kter\u00fd se v\u011bnuje jen tomu.<\/p>\n

U sponzoringu je to stejn\u00e9. Medi\u00e1ln\u00ed agentura nebo v\u0161eobecn\u00e1 komunika\u010dn\u00ed agentura si m\u016f\u017ee v\u0161imnout, \u017ee by sport va\u0161\u00ed zna\u010dce prosp\u011bl. Jak\u00fd sport, jak\u00fd \u0161ampion\u00e1t, jak\u00fd t\u00fdm a za jak\u00fdch podm\u00ednek, to u\u017e je pr\u00e1ce pro specialistu. \u0158e\u010deno obchodn\u00edm jazykem: sponzorsk\u00e1 agentura stoj\u00ed mezi zna\u010dkou a dr\u017eitelem sportovn\u00edch pr\u00e1v, tedy t\u00fdmem, jezdcem, akc\u00ed nebo \u0161ampion\u00e1tem, a p\u0159ed jak\u00fdmkoli podpisem odpov\u00edd\u00e1 na t\u0159i ot\u00e1zky. \u010ceho m\u00e1 firma dos\u00e1hnout. Kter\u00fd dr\u017eitel pr\u00e1v j\u00ed to m\u016f\u017ee d\u00e1t. Za jakou cenu.<\/p>\n

Co d\u011bl\u00e1 sponzorsk\u00e1 agentura, v p\u011bti \u00fakolech<\/h2>\n

1. Strategie: c\u00edl p\u0159ed dr\u017eitelem pr\u00e1v<\/h3>\n

Prvn\u00edm \u00fakolem je sepsat, co m\u00e1 sponzoring p\u0159in\u00e9st: pov\u011bdom\u00ed na konkr\u00e9tn\u00edm trhu, obchodn\u00ed kontakty, prodeje, hospitality pro klienty, zapojen\u00ed zam\u011bstnanc\u016f. Teprve potom se vyb\u00edr\u00e1 sport a dr\u017eitel pr\u00e1v, podle dat o publiku, trz\u00edch a n\u00e1kladech, ne podle osobn\u00edch preferenc\u00ed. M\u016f\u017ee se st\u00e1t, \u017ee sport, kter\u00fd m\u00e1te r\u00e1di, nen\u00ed pro va\u0161i firmu ten prav\u00fd, a \u017ee kl\u00ed\u010dem je discipl\u00edna, o kter\u00e9 jste neuva\u017eovali. Metodu vysv\u011btluje pr\u016fvodce o tom, jak vybrat sport ke sponzorov\u00e1n\u00ed<\/a>.<\/p>\n

2. Hled\u00e1n\u00ed a vyjedn\u00e1v\u00e1n\u00ed: skute\u010dn\u00e9 ceny, ne cen\u00edky<\/h3>\n

Agentura, kter\u00e1 ka\u017ed\u00fd rok pracuje ve stejn\u00e9m depu, zn\u00e1 lidi, kalend\u00e1\u0159e a skute\u010dn\u011b placen\u00e9 ceny. Vyjedn\u00e1v\u00e1 pr\u00e1va, exkluzivitu kategorie, dobu trv\u00e1n\u00ed a v\u00fdstupn\u00ed dolo\u017eky. Konkr\u00e9tn\u00ed p\u0159\u00edklad: ve Formuli 1 je podle zji\u0161t\u011bn\u00ed RTR ze z\u00e1\u0159\u00ed 2026 minim\u00e1ln\u00ed vstupn\u00ed \u00farove\u0148 2 miliony dolar\u016f ro\u010dn\u011b, nejm\u00e9n\u011b na dv\u011b sezony, bez jednotliv\u00e9ho z\u00e1vodu. Kdo to nev\u00ed, m\u016f\u017ee m\u011bs\u00edce vyjedn\u00e1vat o n\u011b\u010dem, co trh neprod\u00e1v\u00e1. \u010c\u00edsla jsou v pr\u016fvodci o cen\u011b sponzoringu ve Formuli 1<\/a>.<\/p>\n

3. Aktivace: smlouva je jen za\u010d\u00e1tek<\/h3>\n

Logo bez aktivace je pr\u00e1zdn\u00e1 n\u00e1lepka na aut\u011b. Agentura m\u011bn\u00ed pr\u00e1va v aktivity: hospitality pro klienty, obsah, B2B akce, propagace, licencov\u00e1n\u00ed. V modelu, kter\u00fd RTR popisuje jako standard, jde o samostatn\u00fd a voliteln\u00fd mand\u00e1t odd\u011blen\u00fd od vyjedn\u00e1v\u00e1n\u00ed, s vlastn\u00ed odm\u011bnou. P\u00ed\u0161eme o tom v \u010dl\u00e1nku o aktivaci sportovn\u00edho sponzoringu<\/a>.<\/p>\n

4. M\u011b\u0159en\u00ed: \u010d\u00edsla se ur\u010duj\u00ed p\u0159edem<\/h3>\n

N\u00e1vratnost sponzoringu se d\u00e1 m\u011b\u0159it jen v\u016f\u010di c\u00edl\u016fm stanoven\u00fdm na za\u010d\u00e1tku. Agentura ur\u010d\u00ed ukazatele p\u0159ed podpisem a m\u011b\u0159\u00ed je sezonu po sezon\u011b, jak vysv\u011btluje pr\u016fvodce o v\u00fdpo\u010dtu ROI ve sportovn\u00edm marketingu<\/a>.<\/p>\n

5. Prodlou\u017een\u00ed, nebo odchod<\/h3>\n

Kdy\u017e smlouva kon\u010d\u00ed, rozhoduje se podle dat, ne ze zvyku: prodlou\u017eit, p\u0159ejednat, nebo zm\u011bnit. To je t\u00e9ma pr\u016fvodce o tom, kdy sponzoring prodlou\u017eit nebo zm\u011bnit<\/a>.<\/p>\n

Pro\u010d trh pot\u0159ebuje specialisty<\/h2>\n

Dv\u011b \u010d\u00edsla z Formule 1. V roce 2025 tvo\u0159il sponzoring 21,7 % celkov\u00fdch p\u0159\u00edjm\u016f spole\u010dnosti Formula 1, kter\u00e1 \u0161ampion\u00e1t \u0159\u00edd\u00ed: poprv\u00e9 od p\u0159\u00edchodu Liberty Media p\u0159es 20 % (Liberty Media). A obchodn\u00edch partner\u016f Formule 1 jako \u0161ampion\u00e1tu, bez t\u00fdm\u016f, p\u0159ibylo v letech 2020 a\u017e 2025 z 12 na 27 (Formula1.com).<\/p>\n

N\u00e1\u0161 v\u00fdklad: v\u00edc partner\u016f \u0161ampion\u00e1tu znamen\u00e1 v\u00edc u\u017e obsazen\u00fdch produktov\u00fdch kategori\u00ed, v\u011bt\u0161\u00ed konkurenci o stejn\u00fd prostor a techni\u010dt\u011bj\u0161\u00ed vyjedn\u00e1v\u00e1n\u00ed. Je to trh, na kter\u00e9m ten, kdo vstoup\u00ed bez jeho znalosti, zaplat\u00ed cen\u00edkovou cenu, v lep\u0161\u00edm p\u0159\u00edpad\u011b.<\/p>\n

\"Monopost<\/p>\n

Chyby, kter\u00e9 vid\u00edme nej\u010dast\u011bji<\/h2>\n

Vybrat t\u00fdm d\u0159\u00edv ne\u017e c\u00edl<\/h3>\n

P\u0159ed n\u011bkolika lety n\u00e1m jedna firma napsala, pak zavolala a cht\u011bla konkr\u00e9tn\u00ed t\u00fdm v konkr\u00e9tn\u00edm sportu. Sport byl podle n\u00e1s spr\u00e1vn\u00fd. T\u00fdm ne. \u0158ekli jsme to, byli jsme po\u017e\u00e1d\u00e1ni o alternativu a navrhli jsme ji. Firma dala p\u0159ednost sv\u00e9mu p\u016fvodn\u00edmu n\u00e1padu a skon\u010dila na konci po\u0159ad\u00ed s t\u00fdmem, kter\u00fd si nejsp\u00ed\u0161 vybrala je\u0161t\u011b p\u0159edt\u00edm, ne\u017e n\u00e1m zavolala.<\/p>\n

Nevypr\u00e1v\u00edme to proto, abychom m\u011bli pravdu. Vypr\u00e1v\u00edme to, proto\u017ee je to vzorec, kter\u00fd v\u00edd\u00e1me \u010dasto: o n\u00e1zor se \u017e\u00e1d\u00e1, kdy\u017e u\u017e je rozhodnuto. S advok\u00e1tem nebo architektem by to nikdo neud\u011blal.<\/p>\n

Vyjedn\u00e1vat s\u00e1m, aby se u\u0161et\u0159ilo<\/h3>\n

J\u00edt p\u0159\u00edmo za t\u00fdmem nebo jezdcem vypad\u00e1 jako zkr\u00e1cen\u00ed \u0159et\u011bzce. \u010casto ho prodlou\u017e\u00ed: \u0161patn\u00e9 kontakty, \u0161patn\u00e9 na\u010dasov\u00e1n\u00ed, podm\u00ednky p\u0159ijat\u00e9 bez srovn\u00e1n\u00ed. Nav\u00edc obchodn\u00ed odd\u011blen\u00ed t\u00fdmu zastupuje t\u00fdm, ne zna\u010dku. Srovn\u00e1n\u00ed n\u00e1klad\u016f je v \u010dl\u00e1nku agentura, nebo p\u0159\u00edm\u00fd kontakt s t\u00fdmem<\/a>.<\/p>\n

Podepsat bez rozpo\u010dtu na aktivaci<\/h3>\n

Sponzorsk\u00e9 pr\u00e1vo kupuje mo\u017enost b\u00fdt vid\u011bt a pou\u017e\u00edvat jm\u00e9no. Hodnota vznik\u00e1 z toho, co se na n\u011bm postav\u00ed. Kdo v\u0161echno utrat\u00ed za smlouvu, z\u016fstane s logem a ni\u010d\u00edm dal\u0161\u00edm.<\/p>\n

Jak vybrat sponzorskou agenturu<\/h2>\n

T\u0159i krit\u00e9ria, p\u0159ed v\u0161emi ostatn\u00edmi. Specializace: kdo ka\u017ed\u00fd rok pracuje v \u0161ampion\u00e1tu, kter\u00fd v\u00e1s zaj\u00edm\u00e1, zn\u00e1 tam lidi, ceny a term\u00edny. Nez\u00e1vislost: v modelu, kter\u00fd RTR popisuje jako standard oboru, plat\u00ed provizi, obvykle 10 a\u017e 15 % hodnoty dohody, t\u00fdm, a ne zna\u010dka, a to nen\u00ed st\u0159et z\u00e1jm\u016f; d\u016fle\u017eit\u00e9 je naopak v\u011bd\u011bt, zda m\u00e1 agentura preferen\u010dn\u00ed dohody s konkr\u00e9tn\u00edmi dr\u017eiteli pr\u00e1v. D\u016fkazy: zdokumentovan\u00e9 p\u0159\u00edpady a metoda m\u011b\u0159en\u00ed stanoven\u00e1 p\u0159ed podpisem. Ot\u00e1zky, kter\u00e9 je dobr\u00e9 polo\u017eit, jednu po druh\u00e9, najdete v pr\u016fvodci 10 ot\u00e1zek pro sponzorskou agenturu v motorsportu<\/a>.<\/p>\n

Kdy agenturu nepot\u0159ebujete<\/h2>\n

Pokud je c\u00edlem podpo\u0159it m\u00edstn\u00ed klub logem na dresech a n\u011bkolika tis\u00edci eur, specializovan\u00e1 agentura nen\u00ed ten spr\u00e1vn\u00fd n\u00e1stroj: v s\u00e1zce je p\u0159\u00edli\u0161 m\u00e1lo na to, aby pr\u00e1ce na anal\u00fdze a vyjedn\u00e1v\u00e1n\u00ed ud\u011blala rozd\u00edl. Tot\u00e9\u017e plat\u00ed pro firmu, kter\u00e1 u\u017e m\u00e1 ve vlastn\u00edch \u0159ad\u00e1ch lidi, kte\u0159\u00ed v tom \u0161ampion\u00e1tu pracuj\u00ed l\u00e9ta. Agentura je pot\u0159eba, kdy\u017e je v s\u00e1zce hodn\u011b, trh je technick\u00fd nebo firma vstupuje do sportu, kter\u00fd nezn\u00e1.<\/p>\n

Metoda RTR ve \u010dty\u0159ech kroc\u00edch<\/h2>\n

RTR Sports Marketing se sportovn\u00edmu sponzoringu v\u011bnuje od roku 1995, ve Formuli 1<\/a>, v MotoGP<\/a> a v dal\u0161\u00edch \u0161ampion\u00e1tech motorsportu. Metoda se nem\u011bn\u00ed. Za prv\u00e9: p\u00edsemn\u00e9 a m\u011b\u0159iteln\u00e9 c\u00edle. Za druh\u00e9: u\u017e\u0161\u00ed v\u00fdb\u011br dr\u017eitel\u016f pr\u00e1v sestaven\u00fd podle publika, trh\u016f a n\u00e1klad\u016f. Za t\u0159et\u00ed: vyjedn\u00e1v\u00e1n\u00ed a smlouva. Za \u010dtvrt\u00e9: aktivace a m\u011b\u0159en\u00ed, sezonu po sezon\u011b. Celkov\u00fd obraz oboru nab\u00edz\u00ed i \u010dl\u00e1nek o tom, co je motorsportov\u00e1 agentura<\/a>.<\/p>\n

Nejd\u0159\u00edv diagn\u00f3za. Potom t\u00fdm.<\/p>\n

<\/p>
Chcete v\u011bd\u011bt, jak\u00fd sponzoring va\u0161e zna\u010dka pot\u0159ebuje?<\/strong>
RTR Sports Marketing stav\u00ed sponzoringy v motorsportu od roku 1995.<\/div>

Agentura pro sportovn\u00ed sponzoring<\/a>
<\/div>\n

Zdroje<\/strong>: Liberty Media, v\u00fdsledky 2025<\/a>; Formula1.com, sezona 2025 v \u010d\u00edslech<\/a>; RTR Sports Marketing, zji\u0161t\u011bn\u00ed ze z\u00e1\u0159\u00ed 2026 o tr\u017en\u00edch praz\u00edch ve F1 a pr\u016fvodci RTR o sponzorsk\u00fdch agentur\u00e1ch.<\/p>\n

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\u010cast\u00e9 ot\u00e1zky o sponzorsk\u00fdch agentur\u00e1ch<\/b><\/h2>\r\n \r\n
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\r\n Co d\u011bl\u00e1 agentura pro sportovn\u00ed sponzoring?<\/b>\r\n <\/h3>\r\n\r\n
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Stoj\u00ed mezi zna\u010dkou a dr\u017eitelem sportovn\u00edch pr\u00e1v: t\u00fdmem, jezdcem, akc\u00ed nebo \u0161ampion\u00e1tem. Stanov\u00ed c\u00edle, vybere dr\u017eitele pr\u00e1v podle dat o publiku, trz\u00edch a n\u00e1kladech, vyjedn\u00e1 pr\u00e1va a smlouvu, vede aktivaci a m\u011b\u0159\u00ed v\u00fdsledky v\u016f\u010di c\u00edl\u016fm stanoven\u00fdm p\u0159ed podpisem.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Kdy se vyplat\u00ed agentura m\u00edsto p\u0159\u00edm\u00e9ho vyjedn\u00e1v\u00e1n\u00ed?<\/b>\r\n <\/h3>\r\n\r\n
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Kdy\u017e je v s\u00e1zce hodn\u011b, trh je technick\u00fd nebo firma vstupuje do sportu, kter\u00fd nezn\u00e1. Obchodn\u00ed odd\u011blen\u00ed t\u00fdmu zastupuje t\u00fdm; nez\u00e1visl\u00e1 agentura zastupuje zna\u010dku a p\u0159in\u00e1\u0161\u00ed do vyjedn\u00e1v\u00e1n\u00ed ceny srovnateln\u00fdch dohod.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Kolik sponzorsk\u00e1 agentura stoj\u00ed zna\u010dku?<\/b>\r\n <\/h3>\r\n\r\n
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V modelu, kter\u00fd RTR popisuje jako standard oboru, plat\u00ed provizi agentury, obvykle 10 a\u017e 15 % hodnoty dohody, t\u00fdm z \u010d\u00e1stky za sponzorsk\u00e9 pr\u00e1vo. Aktivace je samostatn\u00fd mand\u00e1t s vlastn\u00ed odm\u011bnou.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak vybrat sponzorskou agenturu?<\/b>\r\n <\/h3>\r\n\r\n
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Podle t\u0159\u00ed krit\u00e9ri\u00ed: specializace na \u0161ampion\u00e1t, kter\u00fd v\u00e1s zaj\u00edm\u00e1, nez\u00e1vislost na preferen\u010dn\u00edch dohod\u00e1ch s konkr\u00e9tn\u00edmi dr\u017eiteli pr\u00e1v a d\u016fkazy, tedy zdokumentovan\u00e9 p\u0159\u00edpady a metoda m\u011b\u0159en\u00ed stanoven\u00e1 p\u0159ed podpisem.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n\r\n

\r\n Pracuje sponzorsk\u00e1 agentura i s t\u00fdmy, kter\u00e9 hledaj\u00ed sponzory?<\/b>\r\n <\/h3>\r\n\r\n
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Ano. Jej\u00ed prac\u00ed je spojovat zna\u010dky a dr\u017eitele pr\u00e1v, a v modelu, kter\u00fd RTR popisuje jako standard oboru, plat\u00ed provizi t\u00fdm. D\u016fle\u017eit\u00e9 je, aby agentura zve\u0159ejnila p\u0159\u00edpadn\u00e9 preferen\u010dn\u00ed dohody s konkr\u00e9tn\u00edmi dr\u017eiteli pr\u00e1v.<\/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 zji\u0161t\u011bn\u00ed RTR ze z\u00e1\u0159\u00ed 2026 je minimum 2 miliony dolar\u016f ro\u010dn\u011b, nejm\u00e9n\u011b na dv\u011b sezony a bez jednotliv\u00e9ho z\u00e1vodu. Podrobnosti jsou v pr\u016fvodci o cen\u011b sponzoringu ve Formuli 1<\/a>.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

V\u011bt\u0161ina firem, kter\u00e9 n\u00e1m volaj\u00ed kv\u016fli sponzoringu, u\u017e m\u00e1 vybran\u00fd t\u00fdm. Mnohem m\u00e9n\u011b jich m\u00e1 vybran\u00fd c\u00edl. Nen\u00ed to nepozornost, tak prost\u011b funguje sport: je to jeden z m\u00e1la obor\u016f, v nich\u017e se skoro ka\u017ed\u00fd c\u00edt\u00ed kompetentn\u00ed. V ned\u011bli se d\u00edv\u00e1te na z\u00e1vod, zn\u00e1te jezdce, m\u00e1te sv\u016fj obl\u00edben\u00fd t\u00fdm. Jen\u017ee zn\u00e1t sport a um\u011bt ho […]<\/p>\n","protected":false},"author":14,"featured_media":196378,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20229],"tags":[],"class_list":["post-243111","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSponzorsk\u00e1 agentura: co d\u011bl\u00e1 a kdy ji pot\u0159ebujete<\/title>\n<meta name=\"description\" content=\"Co d\u011bl\u00e1 sponzorsk\u00e1 agentura, kdy se vyplat\u00ed v\u00edc ne\u017e p\u0159\u00edm\u00e9 vyjedn\u00e1v\u00e1n\u00ed, jak ji vybrat a kolik stoj\u00ed zna\u010dku. 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