{"id":243256,"date":"2024-06-13T08:30:57","date_gmt":"2024-06-13T06:30:57","guid":{"rendered":"https:\/\/rtrsports.com\/hlubsi-pohled-na-sponzorstvi-zavodnich-okruhu-vyuziti-sily-marketingu-v-motoristickem-sportu\/"},"modified":"2026-10-16T19:48:41","modified_gmt":"2026-10-16T17:48:41","slug":"hlubsi-pohled-na-sponzorstvi-zavodnich-okruhu-vyuziti-sily-marketingu-v-motoristickem-sportu","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/hlubsi-pohled-na-sponzorstvi-zavodnich-okruhu-vyuziti-sily-marketingu-v-motoristickem-sportu\/","title":{"rendered":"Sponzoring okruh\u016f: co zna\u010dka skute\u010dn\u011b kupuje a co ne"},"content":{"rendered":"

O v\u00edkendu Velk\u00e9 ceny okruh nen\u00ed na prodej. To je nejroz\u0161\u00ed\u0159en\u011bj\u0161\u00ed omyl ve sponzoringu okruh\u016f<\/strong>: firma podep\u00ed\u0161e smlouvu s okruhem v domn\u011bn\u00ed, \u017ee se objev\u00ed v p\u0159enosu ze z\u00e1vodu, a pak zjist\u00ed, \u017ee ve dnech, na kter\u00fdch z\u00e1le\u017e\u00ed televizi, pat\u0159\u00ed reklama u trati, titul\u00e1rn\u00ed sponzoring i hlavn\u00ed hospitality dr\u017eiteli pr\u00e1v \u0161ampion\u00e1tu. Okruhu, a tedy i jeho sponzorovi, z\u016fst\u00e1v\u00e1 cel\u00fd zbytek roku. A to je, kdy\u017e se um\u00ed vyu\u017e\u00edt, hodn\u011b.<\/p>\n

Divadlo a premi\u00e9ra: kdo co prod\u00e1v\u00e1 o z\u00e1vodn\u00edm v\u00edkendu<\/h2>\n

Nejjednodu\u0161\u0161\u00ed je p\u0159edstavit si divadlo. Okruh je divadlo: m\u016f\u017eete si ho pronajmout, d\u00e1t mu sv\u00e9 jm\u00e9no, \u017e\u00edt v n\u011bm cel\u00fd rok. Velk\u00e1 cena je premi\u00e9ra a nejlep\u0161\u00ed m\u00edsta toho ve\u010dera prod\u00e1v\u00e1 n\u011bkdo jin\u00fd.<\/p>\n

Ve Formuli 1 to \u010dern\u00e9 na b\u00edl\u00e9m p\u00ed\u0161e Liberty Media, kter\u00e1 ovl\u00e1d\u00e1 obchodn\u00ed pr\u00e1va \u0161ampion\u00e1tu, ve v\u00fdro\u010dn\u00ed zpr\u00e1v\u011b pod\u00e1van\u00e9 americk\u00e9 komisi SEC: prost\u0159ednictv\u00edm smluv o pr\u00e1vech k okruh\u016fm z\u00edsk\u00e1v\u00e1 Formule 1 od po\u0159adatel\u016f pr\u00e1vo prod\u00e1vat reklamu u trati a titul\u00e1rn\u00ed sponzoring z\u00e1vodu, hospitality Paddock Club (s v\u00fdjimkou t\u0159\u00ed podnik\u016f) a obchodn\u00ed vyu\u017eit\u00ed n\u00e1zvu podniku a okruhu. Po\u0159adatel\u016fm z\u016fst\u00e1vaj\u00ed vstupenky a n\u011bkdy koncese, vedlej\u0161\u00ed hospitality, m\u00edstn\u00ed sponzoring a aktivace na m\u00edst\u011b.<\/p>\n

V MotoGP je sch\u00e9ma podobn\u00e9. T\u00e1\u017e zpr\u00e1va Liberty Media, kter\u00e1 od roku 2025 ovl\u00e1d\u00e1 i MotoGP, vysv\u011btluje, \u017ee si \u0161ampion\u00e1t ponech\u00e1v\u00e1 obchodn\u00ed pr\u00e1va a n\u011bkter\u00e1 z nich p\u0159enech\u00e1v\u00e1 po\u0159adateli p\u0159\u00edpad od p\u0159\u00edpadu: obvykle vstupenky, n\u011bkter\u00e9 reklamn\u00ed plochy, propaga\u010dn\u00ed aktivity a vedlej\u0161\u00ed hospitality. Ve\u0159ejn\u00e1 smlouva umo\u017e\u0148uje p\u0159e\u010d\u00edst si to \u010dl\u00e1nek po \u010dl\u00e1nku. V textu po\u0159adatelsk\u00e9 smlouvy na roky 2016-2020 mezi spole\u010dnost\u00ed Dorna (dnes MotoGP Sports Entertainment Group) a Velkou cenou \u010cesk\u00e9 republiky, zve\u0159ejn\u011bn\u00e9m v \u010desk\u00e9m registru smluv, m\u00e1 Dorna v\u00fdhradn\u00ed pr\u00e1vo spravovat reklamu, zna\u010den\u00ed, titul\u00e1rn\u00ed sponzoring a hospitality podniku. Po\u0159adatel mus\u00ed na vlastn\u00ed n\u00e1klady odstranit ve\u0161kerou reklamu na okruhu a v jeho okol\u00ed nejm\u00e9n\u011b t\u00fdden p\u0159ed z\u00e1vodem. Z\u016fst\u00e1vaj\u00ed mu institucion\u00e1ln\u00ed plochy, ob\u010derstven\u00ed a hospitality v dohodnut\u00fdch z\u00f3n\u00e1ch; VIP Village z\u016fst\u00e1v\u00e1 \u0161ampion\u00e1tu.<\/p>\n

P\u0159elo\u017eeno do obchodn\u00ed \u0159e\u010di: kdo si koup\u00ed st\u00e1lou reklamn\u00ed plochu na okruhu, zpravidla si nekupuje v\u00edkend Formule 1 ani MotoGP. O ten se jedn\u00e1 se \u0161ampion\u00e1tem a je to jin\u00e9 vyjedn\u00e1v\u00e1n\u00ed, jak jsme vysv\u011btlili p\u0159i popisu toho, co zahrnuje sponzoring Velk\u00e9 ceny Las Vegas<\/a>. Zam\u011bnit tyto dv\u011b roviny je nejrychlej\u0161\u00ed zp\u016fsob, jak zaplatit za publikum, kter\u00e9 va\u0161i zna\u010dku nikdy neuvid\u00ed.<\/p>\n

\"Boxov\u00e1<\/p>\n

Co si p\u0159i sponzoringu okruhu skute\u010dn\u011b kupujete<\/h2>\n

Kdy\u017e ode\u010dteme v\u00edkend \u0161ampion\u00e1tu, nab\u00eddka okruhu se d\u011bl\u00ed do p\u011bti skupin. Ka\u017ed\u00e1 m\u00e1 sv\u016fj obchodn\u00ed argument.<\/p>\n

1. N\u00e1zev okruhu<\/h3>\n

Je to nejviditeln\u011bj\u0161\u00ed a nejvz\u00e1cn\u011bj\u0161\u00ed obchod. Red Bull Ring, znovu otev\u0159en\u00fd v roce 2011 pot\u00e9, co spoluzakladatel Red Bullu Dietrich Mateschitz koupil a p\u0159estav\u011bl b\u00fdval\u00fd A1-Ring, je krajn\u00ed p\u0159\u00edpad: ne pronajat\u00e9 jm\u00e9no, ale okruh ve vlastnictv\u00ed. O tom, kolik m\u00e1 naming hodnotu a jak\u00e9 m\u00e1 meze, jsme psali v \u010dl\u00e1nku o pr\u00e1vech na n\u00e1zev sportovn\u00edch za\u0159\u00edzen\u00ed<\/a>. Tady jde o jin\u00fd bod: n\u00e1zev, kter\u00fd kupujete, nemus\u00ed b\u00fdt n\u00e1zev okruhu.<\/p>\n

2. N\u00e1zev za\u0159\u00edzen\u00ed uvnit\u0159 okruhu<\/h3>\n

Na Circuit of the Americas v Austinu se amfite\u00e1tr se 14 000 m\u00edsty jmenuje Germania Insurance Amphitheater: sedmilet\u00e1 smlouva s texaskou poji\u0161\u0165ovnou, ozn\u00e1men\u00e1 v prosinci 2019. Podle okruhu se tak zna\u010dka dostane k v\u00edce ne\u017e 400 000 n\u00e1v\u0161t\u011bvn\u00edk\u016fm koncert\u016f ro\u010dn\u011b. Nikdo z nich tam nen\u00ed kv\u016fli z\u00e1vodu. A pr\u00e1v\u011b o to jde.<\/p>\n

3. Hospitality a firemn\u00ed prostory po cel\u00fd rok<\/h3>\n

Apartm\u00e1ny, s\u00e1ly nad boxy, depo ve dnech bez z\u00e1vod\u016f: to jsou prostory pro konference, sch\u016fzky s klienty a uveden\u00ed produkt\u016f na trh, v prost\u0159ed\u00ed, jak\u00e9 \u017e\u00e1dn\u00fd hotel nenab\u00eddne. Ve dnech Velk\u00e9 ceny ale hlavn\u00ed hospitality p\u0159ech\u00e1z\u00ed na \u0161ampion\u00e1t a kdo chce vz\u00edt klienty na z\u00e1vod, vyu\u017e\u00edv\u00e1 ofici\u00e1ln\u00ed bal\u00ed\u010dky, jako je hospitality MotoGP<\/a>.<\/p>\n

4. Tra\u0165 jako zku\u0161ebna produktu<\/h3>\n

Tra\u0165 je m\u00edsto, kde se produkt zkou\u0161\u00ed, ne kde se o n\u011bm vypr\u00e1v\u00ed. Porsche to pochopilo brzy: jeho prvn\u00ed Porsche Experience Centre se otev\u0159elo v Silverstonu v \u010dervenci 2008 a v roce 2021 p\u0159eneslo centrum ve Franciacort\u011b, osm\u00e9 na sv\u011bt\u011b, stejn\u00fd model do It\u00e1lie s okruhem dlouh\u00fdm 2,5 km. Nejradik\u00e1ln\u011bj\u0161\u00ed p\u0159\u00edpad je okruh rovnou koupit: Ferrari vlastn\u00ed Mugello od roku 1988 a vyu\u017e\u00edv\u00e1 ho pro vlastn\u00ed testy.<\/p>\n

5. Obsah<\/h3>\n

Okruh je produk\u010dn\u00ed studio obklopen\u00e9 tribunami. Track days, testovac\u00ed j\u00edzdy, nat\u00e1\u010den\u00ed kampan\u011b: hodnota je v p\u0159\u00edstupu, tedy ve dnech na trati, kter\u00e9 zaru\u010duje smlouva, ne ve zna\u010den\u00ed. A je to p\u0159\u00edstup, kter\u00fd okruh m\u016f\u017ee prodat, proto\u017ee ve dnech bez \u0161ampion\u00e1tu o sob\u011b rozhoduje s\u00e1m.<\/p>\n

\"Tribuny<\/p>\n

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

Podle na\u0161ich zku\u0161enost\u00ed maj\u00ed zklam\u00e1n\u00ed ze sponzoringu okruhu t\u00e9m\u011b\u0159 v\u017edy jednu z t\u011bchto t\u0159\u00ed p\u0159\u00ed\u010din a \u017e\u00e1dn\u00e1 z nich nen\u00ed vinou toho, kdo podepisuje: jsou to chyby, kter\u00e9 trh usnad\u0148uje.<\/p>\n

Koupit si \u0161patnou televizi.<\/strong> St\u00e1l\u00e1 reklamn\u00ed plocha funguje pro ty, kdo okruh nav\u0161t\u011bvuj\u00ed cel\u00fd rok, ne pro ty, kdo sleduj\u00ed Velkou cenu. Silverstone p\u0159iv\u00edtal b\u011bhem \u010dty\u0159 dn\u016f Velk\u00e9 ceny Velk\u00e9 Brit\u00e1nie 2026 celkem 564 000 lid\u00ed, podle okruhu nejv\u011bt\u0161\u00ed podnik Formule 1 v historii, po 500 000 v roce 2025: obrovsk\u00e9 publikum, ale v t\u011bch \u010dty\u0159ech dnech prod\u00e1v\u00e1 reklamu u trati \u0161ampion\u00e1t.<\/p>\n

Podepsat bez kalend\u00e1\u0159e.<\/strong> P\u0159ed cenou je pot\u0159eba seznam akc\u00ed roku, s n\u00e1v\u0161t\u011bvnost\u00ed ka\u017ed\u00e9 z nich a s \u00fadajem, komu pat\u0159\u00ed pr\u00e1va v jednotliv\u00fdch term\u00ednech. Ro\u010dn\u00ed sou\u010det n\u00e1v\u0161t\u011bvn\u00edk\u016f bez t\u011bchto podrobnost\u00ed ne\u0159\u00edk\u00e1 nic.<\/p>\n

Zapomenout na aktivaci.<\/strong> Reklamn\u00ed plocha bez host\u016f, test\u016f a obsahu je pr\u00e1zdn\u00e1 n\u00e1lepka na zdi. Sponzoring okruhu se vypl\u00e1c\u00ed, kdy\u017e ho zna\u010dka vyu\u017e\u00edv\u00e1, ne kdy\u017e se na n\u011bm jen ukazuje.<\/p>\n

Jak nastavujeme sponzoring okruhu<\/h2>\n

Metoda se snadno pop\u00ed\u0161e a pracn\u011b prov\u00e1d\u00ed. Zaprv\u00e9: zmapovat pr\u00e1va den po dni, akci po akci, abychom v\u011bd\u011bli, co se skute\u010dn\u011b kupuje. Zadruh\u00e9: vybrat okruh podle publika jeho akc\u00ed a trhu, na kter\u00e9m le\u017e\u00ed, ne podle sl\u00e1vy jeho Velk\u00e9 ceny. Zat\u0159et\u00ed: postavit aktivace (hospitality, testy produkt\u016f, obsah) a m\u011b\u0159it je tak, jak se m\u011b\u0159\u00ed ka\u017ed\u00e1 investice.<\/p>\n

To je pr\u00e1ce, kterou d\u011bl\u00e1me ka\u017ed\u00fd den jako agentura pro sportovn\u00ed sponzoring<\/strong><\/a>, od vyjedn\u00e1v\u00e1n\u00ed s okruhem a\u017e po posledn\u00ed den na trati. Okruh se kupuje na rok, ne na v\u00edkend. V\u017edycky.<\/p>\n

\r\n\r\n

\u010cast\u00e9 ot\u00e1zky o sponzoringu okruh\u016f<\/b><\/h2>\r\n \r\n
\n
\r\n\r\n

\r\n Co je sponzoring okruhu?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Je to dohoda s vlastn\u00edkem nebo provozovatelem okruhu, kter\u00e1 zna\u010dce d\u00e1v\u00e1 pr\u00e1va k are\u00e1lu: n\u00e1zev trati nebo n\u011bkter\u00e9ho jej\u00edho za\u0159\u00edzen\u00ed, st\u00e1l\u00e9 zna\u010den\u00ed, prostory pro hospitality, dny na trati pro testy produkt\u016f a tvorbu obsahu. T\u00fdk\u00e1 se okruhu po cel\u00fd rok, ne pr\u00e1v \u0161ampion\u00e1t\u016f, kter\u00e9 na n\u011bm jezd\u00ed.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Je sponzor okruhu vid\u011bt b\u011bhem Velk\u00e9 ceny Formule 1 nebo MotoGP?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Zpravidla ne. Ve Formuli 1 prod\u00e1v\u00e1 reklamu u trati a titul\u00e1rn\u00ed sponzoring z\u00e1vodu Formule 1, kter\u00e1 tato pr\u00e1va z\u00edsk\u00e1v\u00e1 od po\u0159adatel\u016f. V MotoGP \u0161ampion\u00e1t p\u0159enech\u00e1v\u00e1 po\u0159adateli jen n\u011bkter\u00e9 plochy, p\u0159\u00edpad od p\u0159\u00edpadu, a po\u0159adatelsk\u00e1 smlouva na roky 2016-2020 mezi spole\u010dnost\u00ed Dorna a Velkou cenou \u010cesk\u00e9 republiky ukl\u00e1dala okruhu odstranit ve\u0161kerou vlastn\u00ed reklamu nejm\u00e9n\u011b t\u00fdden p\u0159ed z\u00e1vodem.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Kdo prod\u00e1v\u00e1 reklamu u trati ve Formuli 1?<\/b>\r\n <\/h3>\r\n\r\n
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Formule 1. Podle v\u00fdro\u010dn\u00ed zpr\u00e1vy Liberty Media z\u00edsk\u00e1v\u00e1 Formule 1 prost\u0159ednictv\u00edm smluv o pr\u00e1vech k okruh\u016fm od po\u0159adatel\u016f pr\u00e1vo prod\u00e1vat reklamu u trati a titul\u00e1rn\u00ed sponzoring a s v\u00fdjimkou t\u0159\u00ed podnik\u016f tak\u00e9 hospitality Paddock Club. Po\u0159adatel\u016fm z\u016fst\u00e1vaj\u00ed hlavn\u011b vstupenky a n\u011bkdy m\u00edstn\u00ed sponzoring a aktivace.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n M\u016f\u017ee zna\u010dka d\u00e1t okruhu sv\u00e9 jm\u00e9no?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
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Ano, ale je to vz\u00e1cn\u00e9. Nejzn\u00e1m\u011bj\u0161\u00edm p\u0159\u00edpadem je Red Bull Ring, kter\u00fd pat\u0159\u00ed rodin\u011b Mateschitz\u016f, dnes Marku Mateschitzovi, tak\u017ee nejde o pronajat\u00e9 jm\u00e9no. \u010cast\u011bji se kupuje n\u00e1zev za\u0159\u00edzen\u00ed uvnit\u0159 are\u00e1lu: na Circuit of the Americas nese amfite\u00e1tr se 14 000 m\u00edsty na z\u00e1klad\u011b sedmilet\u00e9 smlouvy jm\u00e9no poji\u0161\u0165ovny.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Co se d\u00e1 na okruhu d\u011blat mimo z\u00e1vodn\u00ed v\u00edkendy?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Koncerty a festivaly, konference a firemn\u00ed akce, track days pro klienty, testy produkt\u016f a nat\u00e1\u010den\u00ed kampan\u00ed. Porsche postavilo sv\u00e1 z\u00e1\u017eitkov\u00e1 centra p\u0159\u00edmo na okruz\u00edch, jako je Silverstone a Franciacorta, pr\u00e1v\u011b proto, aby si z\u00e1kazn\u00edci mohli auta vyzkou\u0161et.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Jak vybrat spr\u00e1vn\u00fd okruh ke sponzorov\u00e1n\u00ed?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Za\u010d\u00edt kalend\u00e1\u0159em: jak\u00e9 akce okruh host\u00ed, kolik lid\u00ed ka\u017ed\u00e1 p\u0159ivede a komu v jednotliv\u00fdch term\u00ednech pat\u0159\u00ed pr\u00e1va. Pak podle publika a trhu okruhu, kter\u00e9 se mus\u00ed shodovat s publikem a trhem zna\u010dky. Sl\u00e1va Velk\u00e9 ceny znamen\u00e1 m\u00e9n\u011b, ne\u017e se zd\u00e1, proto\u017ee v t\u011bch dnech pat\u0159\u00ed hlavn\u00ed pr\u00e1va \u0161ampion\u00e1tu.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

O v\u00edkendu Velk\u00e9 ceny okruh nen\u00ed na prodej. To je nejroz\u0161\u00ed\u0159en\u011bj\u0161\u00ed omyl ve sponzoringu okruh\u016f: firma podep\u00ed\u0161e smlouvu s okruhem v domn\u011bn\u00ed, \u017ee se objev\u00ed v p\u0159enosu ze z\u00e1vodu, a pak zjist\u00ed, \u017ee ve dnech, na kter\u00fdch z\u00e1le\u017e\u00ed televizi, pat\u0159\u00ed reklama u trati, titul\u00e1rn\u00ed sponzoring i hlavn\u00ed hospitality dr\u017eiteli pr\u00e1v \u0161ampion\u00e1tu. Okruhu, a tedy i […]<\/p>\n","protected":false},"author":14,"featured_media":197853,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20229],"tags":[],"class_list":["post-243256","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSponzoring okruh\u016f: co se kupuje a co ne<\/title>\n<meta name=\"description\" content=\"Sponzoring okruh\u016f: o v\u00edkendech F1 a MotoGP pat\u0159\u00ed reklama u trati a titul\u00e1rn\u00ed sponzoring \u0161ampion\u00e1tu. 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