{"id":243633,"date":"2024-07-05T07:38:04","date_gmt":"2024-07-05T05:38:04","guid":{"rendered":"https:\/\/rtrsports.com\/ktere-jsou-ctyri-p-sportovniho-marketingu\/"},"modified":"2026-10-22T18:26:26","modified_gmt":"2026-10-22T16:26:26","slug":"ktere-jsou-ctyri-p-sportovniho-marketingu","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/ktere-jsou-ctyri-p-sportovniho-marketingu\/","title":{"rendered":"4P sportovn\u00edho marketingu: jak se m\u011bn\u00ed, kdy\u017e je pou\u017e\u00edv\u00e1 sponzor"},"content":{"rendered":"<p>Produkt, cena, distribuce, propagace. Koncept 4P vznikl v roce 1960 v u\u010debnici <em>Basic Marketing: A Managerial Approach<\/em> E. Jeromea McCarthyho a od t\u00e9 doby pat\u0159\u00ed k prvn\u00edm sch\u00e9mat\u016fm, kter\u00e1 se studuj\u00ed v kurzu marketingu. Kdy\u017e se mluv\u00ed o 4P sportovn\u00edho marketingu, obvykle se vysv\u011btluj\u00ed z pohledu t\u011bch, kdo sport prod\u00e1vaj\u00ed: klubu, ligy, po\u0159adatele akce. Produktem je z\u00e1pas, cenou vstupenka, distribuc\u00ed stadion nebo platforma, kter\u00e1 z\u00e1vod vys\u00edl\u00e1.<\/p>\n<p>Je to spr\u00e1vn\u00fd v\u00fdklad, ale je to jen polovina obrazu. Podle m\u011b by firma, kter\u00e1 zva\u017euje sponzorstv\u00ed, m\u011bla tat\u00e1\u017e \u010dty\u0159i P \u010d\u00edst z druh\u00e9 strany stolu: ne jak se prod\u00e1v\u00e1 sport, ale jak se sport vyu\u017e\u00edv\u00e1 k prodeji n\u011b\u010deho jin\u00e9ho. P\u00edsmena z\u016fst\u00e1vaj\u00ed \u010dty\u0159i. M\u011bn\u00ed se to, co obsahuj\u00ed.<\/p>\n<h2>Odkud se 4P vzala<\/h2>\n<p>Pojem marketingov\u00fd mix poch\u00e1z\u00ed od <strong>Neila Bordena<\/strong>, profesora Harvard Business School, kter\u00fd ho pou\u017e\u00edval ve v\u00fduce u\u017e koncem 40. let, inspirov\u00e1n kolegou Jamesem Cullitonem a jeho p\u0159edstavou mana\u017eera jako n\u011bkoho, kdo m\u00edch\u00e1 ingredience. Borden jich vyjmenov\u00e1val asi tucet; v roce 1960 je <strong>McCarthy<\/strong> seskupil do \u010dty\u0159 skupin: product, price, place, promotion. V roce 1964 Borden popsal historii konceptu v \u010dl\u00e1nku <em>The Concept of the Marketing Mix<\/em>. V roce 1981 <strong>Bernard Booms a Mary Jo Bitnerov\u00e1<\/strong> p\u0159idali t\u0159i P ur\u010den\u00e1 pro slu\u017eby: lidi, procesy a fyzick\u00fd d\u016fkaz.<\/p>\n<p>Ve sportu je jednou ze z\u00e1kladn\u00edch u\u010debnic <em>Sport Marketing<\/em> od Bernarda Mullina, Stephena Hardyho a Williama Suttona (prvn\u00ed vyd\u00e1n\u00ed 1993), kter\u00e1 po\u010d\u00edt\u00e1 s p\u011bti P: ke \u010dty\u0159em klasick\u00fdm p\u0159id\u00e1v\u00e1 public relations. K tomu se vr\u00e1t\u00edm pozd\u011bji, proto\u017ee pr\u00e1v\u011b toto P nejl\u00e9pe vysv\u011btluje rozd\u00edl mezi sportem a jak\u00fdmkoli jin\u00fdm m\u00e9diem.<\/p>\n<h2>4P z pohledu t\u011bch, kdo sport prod\u00e1vaj\u00ed<\/h2>\n<ul>\n<li><strong>Produkt<\/strong>: akce, t\u00fdm, z\u00e1\u017eitek na tribun\u011b i p\u0159ed obrazovkou, merchandising, digit\u00e1ln\u00ed obsah.<\/li>\n<li><strong>Cena<\/strong>: vstupenky, permanentky, hospitality bal\u00ed\u010dky, n\u00e1klady na sledov\u00e1n\u00ed z\u00e1vodu v televizi nebo ve streamu.<\/li>\n<li><strong>Place (distribuce)<\/strong>: kde a jak se produkt dost\u00e1v\u00e1 k publiku, tedy sportovi\u0161t\u011b, kalend\u00e1\u0159 a p\u0159enosov\u00e9 kan\u00e1ly.<\/li>\n<li><strong>Propagace<\/strong>: reklama, soci\u00e1ln\u00ed s\u00edt\u011b, kampan\u011b a akce, kter\u00e9 maj\u00ed zaplnit tribuny a roz\u0161\u00ed\u0159it fanou\u0161kovskou z\u00e1kladnu.<\/li>\n<\/ul>\n<p>To je pohled marketingu sportu. Rozd\u00edl oproti marketingu prost\u0159ednictv\u00edm sportu, tedy tomu, co d\u011blaj\u00ed firmy, kdy\u017e sponzoruj\u00ed, jsme vysv\u011btlili v \u010dl\u00e1nku o <a href=\"https:\/\/rtrsports.com\/cs\/blog\/sports-marketing-types-marketing-of-sport-and-marketing-through-sport\/\">typech sportovn\u00edho marketingu<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-361126\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2026\/10\/1884574.jpg\" alt=\"Fanou\u0161ci se \u0161\u00e1lami na tribun\u011b b\u011bhem z\u00e1pasu na zapln\u011bn\u00e9m stadionu\" width=\"1600\" height=\"1067\" srcset=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2026\/10\/1884574.jpg 1600w, https:\/\/rtrsports.com\/wp-content\/uploads\/2026\/10\/1884574-300x200.jpg 300w, https:\/\/rtrsports.com\/wp-content\/uploads\/2026\/10\/1884574-600x400.jpg 600w, https:\/\/rtrsports.com\/wp-content\/uploads\/2026\/10\/1884574-768x512.jpg 768w, https:\/\/rtrsports.com\/wp-content\/uploads\/2026\/10\/1884574-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/p>\n<h2>4P z pohledu zna\u010dky, kter\u00e1 sponzoruje<\/h2>\n<p>Tady se tat\u00e1\u017e p\u00edsmena m\u011bn\u00ed ve \u010dty\u0159i jin\u00e9 ot\u00e1zky. Je to strana stolu, na kter\u00e9 sed\u00ed firmy, s nimi\u017e pracujeme, a za v\u00edce ne\u017e t\u0159icet let ve sponzoringu jsem vid\u011bl mnoho chyb, kter\u00e9 vznikly pr\u00e1v\u011b ze z\u00e1m\u011bny obou stran.<\/p>\n<h3>1. Produkt: co se ve skute\u010dnosti kupuje<\/h3>\n<p>Pro sponzora nen\u00ed produktem z\u00e1vod. Jsou j\u00edm pr\u00e1va: plocha na motocyklu nebo monopostu, status ofici\u00e1ln\u00edho partnera, pou\u017e\u00edv\u00e1n\u00ed jmen a obrazov\u00fdch materi\u00e1l\u016f, hospitality, p\u0159\u00edstup do paddocku, exkluzivita v kategorii. Dv\u011b smlouvy se stejn\u00fdm logem na stejn\u00e9m m\u00edst\u011b kapot\u00e1\u017ee mohou m\u00edt velmi rozd\u00edlnou hodnotu podle toho, co je v nich naps\u00e1no.<\/p>\n<h3>2. Cena: \u010d\u00e1stka ve smlouv\u011b nen\u00ed n\u00e1klad<\/h3>\n<p>Cena sponzorstv\u00ed m\u00e1 dv\u011b \u010d\u00e1sti: poplatek za pr\u00e1va a rozpo\u010det na jejich aktivaci. Prvn\u00ed inkasuje property; druhou utr\u00e1c\u00ed zna\u010dka, aby pr\u00e1va prom\u011bnila ve v\u00fdsledky prost\u0159ednictv\u00edm akc\u00ed, obsahu, hospitality a kampan\u00ed. Podle m\u00e9 zku\u0161enosti ten, kdo po\u010d\u00edt\u00e1 jen s prvn\u00ed \u010d\u00e1st\u00ed, skon\u010d\u00ed s logem, ale bez prost\u0159edk\u016f, jak ho vyu\u017e\u00edt. Jakou v\u00e1hu m\u00e1 m\u00edt druh\u00e1 \u010d\u00e1st, z\u00e1vis\u00ed na c\u00edlech, a je to jedno z rozhodnut\u00ed, kter\u00fdm se v\u011bnujeme v pr\u016fvodci <a href=\"https:\/\/rtrsports.com\/cs\/blog\/strategicky-sportovni-marketing\/\">strategick\u00fdm sportovn\u00edm marketingem<\/a>.<\/p>\n<h3>3. Place: \u0161ampion\u00e1t je distribu\u010dn\u00ed kan\u00e1l<\/h3>\n<p>Pro klub je distribuc\u00ed stadion. Pro zna\u010dku je to publikum, kter\u00e9 \u0161ampion\u00e1t p\u0159iv\u00e1d\u00ed, a m\u00edsta, kam ho p\u0159iv\u00e1d\u00ed. Ka\u017ed\u00fd \u0161ampion\u00e1t m\u00e1 kalend\u00e1\u0159, tedy mapu trh\u016f: vybrat si MotoGP, Formuli 1 nebo WEC znamen\u00e1 vybrat si, v jak\u00fdch zem\u00edch, p\u0159ed jak\u00fdmi lidmi a v kter\u00fdch t\u00fddnech roku bude zna\u010dka p\u0159\u00edtomna. Ne\u017e se \u010dlov\u011bk zept\u00e1, kolik \u0161ampion\u00e1t stoj\u00ed, m\u011bl by se zeptat, zda proch\u00e1z\u00ed trhy, na kter\u00fdch firma prod\u00e1v\u00e1.<\/p>\n<h3>4. Propagace: aktivace<\/h3>\n<p>Pro t\u00fdm slou\u017e\u00ed propagace k prodeji vstupenek. Pro sponzora je propagac\u00ed aktivace: v\u0161e, co firma d\u011bl\u00e1 s pr\u00e1vy, kter\u00e1 koupila, od pozv\u00e1nek pro klienty p\u0159es kampan\u011b s jezdci a\u017e po obsah pro soci\u00e1ln\u00ed s\u00edt\u011b a akce v m\u00edst\u011b prodeje. Bez aktivace je sponzorstv\u00ed pr\u00e1zdnou n\u00e1lepkou na motocyklu. S aktivac\u00ed se st\u00e1v\u00e1 obchodn\u00edm n\u00e1strojem.<\/p>\n<h2>P\u00e1t\u00e9 P: public relations<\/h2>\n<p>Mullin, Hardy a Sutton p\u0159id\u00e1vaj\u00ed public relations jako p\u00e1tou p\u00e1ku a ka\u017ed\u00fd, kdo pracuje v paddocku, hned ch\u00e1pe jejich v\u00e1hu: sport si zpr\u00e1vy vytv\u00e1\u0159\u00ed s\u00e1m. Z\u00e1vod vytv\u00e1\u0159\u00ed p\u0159\u00edb\u011bhy p\u0159ed, b\u011bhem i po n\u011bm a firma, kter\u00e1 je jeho sou\u010d\u00e1st\u00ed, vstupuje do tohoto proudu, ani\u017e by musela kupovat ka\u017ed\u00fd jednotliv\u00fd prostor. Podle m\u011b je to pro B2B zna\u010dku \u010dasto nejcenn\u011bj\u0161\u00ed P, proto\u017ee p\u0159\u00edb\u011bh, kter\u00fd vypr\u00e1v\u00ed n\u011bkdo jin\u00fd, p\u0159esv\u011bd\u010d\u00ed v\u00edc ne\u017e placen\u00e1 reklama.<\/p>\n<p>4P, p\u0159\u00edpadn\u011b 5P, se nemaj\u00ed zam\u011b\u0148ovat s oblastmi, do kter\u00fdch se sportovn\u00ed marketing \u010dlen\u00ed a kter\u00e9 jsme popsali v matici <a href=\"https:\/\/rtrsports.com\/cs\/blog\/4-makro-oblasti-sportovniho-marketingu\/\">4 makrooblast\u00ed sportovn\u00edho marketingu<\/a>. Prvn\u00ed jsou p\u00e1ky rozhodnut\u00ed; druh\u00e9 \u0159\u00edkaj\u00ed, v jak\u00e9m kontextu se rozhodnut\u00ed p\u0159ij\u00edm\u00e1.<\/p>\n<h2>T\u0159i chyby, kter\u00e9 vid\u00edm nej\u010dast\u011bji<\/h2>\n<p><strong>Za prv\u00e9, \u010d\u00edst 4P ze \u0161patn\u00e9 strany.<\/strong> Firma, kter\u00e1 hodnot\u00ed sponzorstv\u00ed n\u00e1stroji t\u011bch, kdo prod\u00e1vaj\u00ed vstupenky, nakonec m\u011b\u0159\u00ed \u0161patn\u00e9 v\u011bci: kolik lid\u00ed tam bylo, m\u00edsto toho, kolik z nich bylo pro ni relevantn\u00edch.<\/p>\n<p><strong>Za druh\u00e9, zam\u011b\u0148ovat cenu s poplatkem.<\/strong> \u010c\u00e1stka za pr\u00e1va je za\u010d\u00e1tek v\u00fddaj\u016f, ne cel\u00e9 v\u00fddaje. Rozpo\u010det na aktivaci se m\u00e1 rozhodnout spolu s pr\u00e1vy, ne a\u017e potom.<\/p>\n<p><strong>Za t\u0159et\u00ed, m\u011b\u0159it propagaci viditelnost\u00ed.<\/strong> Medi\u00e1ln\u00ed hodnota slou\u017e\u00ed k porovn\u00e1n\u00ed dvou bal\u00ed\u010dk\u016f, ne k prok\u00e1z\u00e1n\u00ed n\u00e1vratnosti. N\u00e1vratnost se m\u011b\u0159\u00ed t\u00edm, \u010deho chce firma dos\u00e1hnout: kontakty, zak\u00e1zkami, prodeji.<\/p>\n<h2>V jak\u00e9m po\u0159ad\u00ed je \u010d\u00edst<\/h2>\n<p>Rad\u00edm \u010d\u00edst \u010dty\u0159i P v jin\u00e9m po\u0159ad\u00ed ne\u017e v u\u010debnici. Nejd\u0159\u00edv distribuci, proto\u017ee \u0159\u00edk\u00e1, zda je tam publikum, na kter\u00e9m z\u00e1le\u017e\u00ed. Pak propagaci, proto\u017ee \u0159\u00edk\u00e1, co se bude s pr\u00e1vy d\u011blat. Pak produkt, tedy jak\u00e1 pr\u00e1va jsou k tomu skute\u010dn\u011b pot\u0159eba. Cenu nakonec. Kdo za\u010d\u00edn\u00e1 cenou, m\u00e1 sklon kupovat to, co stoj\u00ed nejm\u00e9n\u011b, ne to, co pot\u0159ebuje.<\/p>\n<p>Pokud zva\u017eujete, s k\u00fdm tuto pr\u00e1ci d\u011blat, krit\u00e9ria, na kter\u00fdch z\u00e1le\u017e\u00ed, jsme sepsali v pr\u016fvodci, <a href=\"https:\/\/rtrsports.com\/cs\/blog\/pruvodce-vyberem-sportovni-marketingove-agentury\/\">jak vybrat agenturu sportovn\u00edho marketingu<\/a>.<\/p>\n<p>4P jsou pro v\u0161echny stejn\u00e1. Strana stolu ne.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>\u010cast\u00e9 ot\u00e1zky o 4P sportovn\u00edho marketingu<\/b><\/h2>\r\n        \r\n        <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Co jsou 4P sportovn\u00edho marketingu?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Produkt, cena, place (distribuce) a propagace. Pro ty, kdo sport prod\u00e1vaj\u00ed, jde o akci, vstupenku, sportovi\u0161t\u011b nebo p\u0159enosov\u00fd kan\u00e1l a kampan\u011b pro publikum. Ve v\u00fdkladu, kter\u00fd navrhujeme, se z pohledu sponzora m\u011bn\u00ed v koupen\u00e1 pr\u00e1va, poplatek plus rozpo\u010det na aktivaci, trhy, kam \u0161ampion\u00e1t dos\u00e1hne, a aktivaci.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Kdo vymyslel 4P marketingu?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Navrhl je E. Jerome McCarthy v roce 1960 v u\u010debnici Basic Marketing, kde ingredience marketingov\u00e9ho mixu seskupil do \u010dty\u0159 skupin. Pojem marketingov\u00fd mix poch\u00e1z\u00ed od Neila Bordena, profesora Harvard Business School, kter\u00fd ho pou\u017e\u00edval od konce 40. let a jeho historii popsal v \u010dl\u00e1nku The Concept of the Marketing Mix z roku 1964.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Jak\u00e9 je p\u00e1t\u00e9 P sportovn\u00edho marketingu?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Public relations, kter\u00e9 u\u010debnice Sport Marketing od Bernarda Mullina, Stephena Hardyho a Williama Suttona p\u0159id\u00e1v\u00e1 ke \u010dty\u0159em klasick\u00fdm P. Ve sportu maj\u00ed velkou v\u00e1hu, proto\u017ee z\u00e1vody samy vytv\u00e1\u0159ej\u00ed zpr\u00e1vy a medi\u00e1ln\u00ed pokryt\u00ed, z nich\u017e mohou t\u011b\u017eit ti, kdo se jich \u00fa\u010dastn\u00ed.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Jak\u00fd je rozd\u00edl mezi marketingem sportu a marketingem prost\u0159ednictv\u00edm sportu?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Marketing sportu d\u011blaj\u00ed ti, kdo sport prod\u00e1vaj\u00ed: kluby, ligy a po\u0159adatel\u00e9, kte\u0159\u00ed propaguj\u00ed akce, vstupenky a obsah. Marketing prost\u0159ednictv\u00edm sportu d\u011blaj\u00ed firmy, kter\u00e9 sport vyu\u017e\u00edvaj\u00ed, nap\u0159\u00edklad formou sponzorstv\u00ed, k propagaci vlastn\u00edch produkt\u016f a zna\u010dky.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Jak uplatnit 4P na sponzorstv\u00ed?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Ve v\u00fdkladu, kter\u00fd navrhujeme, jsou produktem koupen\u00e1 pr\u00e1va; cenou je poplatek za pr\u00e1va plus rozpo\u010det na jejich aktivaci; distribuc\u00ed jsou publikum a trhy, kam \u0161ampion\u00e1t dos\u00e1hne; propagac\u00ed je aktivace, tedy to, co firma s pr\u00e1vy d\u011bl\u00e1, od pozv\u00e1nek pro klienty a\u017e po obsah.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Co je 7P v marketingu?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Roz\u0161\u00ed\u0159en\u00ed 4P, kter\u00e9 v roce 1981 navrhli Bernard Booms a Mary Jo Bitnerov\u00e1 pro marketing slu\u017eeb: k produktu, cen\u011b, distribuci a propagaci p\u0159ib\u00fdvaj\u00ed lid\u00e9, procesy a fyzick\u00fd d\u016fkaz.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>Produkt, cena, distribuce, propagace. Koncept 4P vznikl v roce 1960 v u\u010debnici Basic Marketing: A Managerial Approach E. Jeromea McCarthyho a od t\u00e9 doby pat\u0159\u00ed k prvn\u00edm sch\u00e9mat\u016fm, kter\u00e1 se studuj\u00ed v kurzu marketingu. Kdy\u017e se mluv\u00ed o 4P sportovn\u00edho marketingu, obvykle se vysv\u011btluj\u00ed z pohledu t\u011bch, kdo sport prod\u00e1vaj\u00ed: klubu, ligy, po\u0159adatele akce. Produktem [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":198711,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20229],"tags":[],"class_list":["post-243633","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>4P sportovn\u00edho marketingu: pohled sponzora<\/title>\n<meta name=\"description\" content=\"4P sportovn\u00edho marketingu z obou stran stolu: z pohledu t\u011bch, kdo sport prod\u00e1vaj\u00ed, i zna\u010dky, kter\u00e1 sponzoruje. 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