{"id":243769,"date":"2024-07-11T07:11:52","date_gmt":"2024-07-11T05:11:52","guid":{"rendered":"https:\/\/rtrsports.com\/co-sponzori-dostanou-na-oplatku\/"},"modified":"2026-10-23T21:30:36","modified_gmt":"2026-10-23T19:30:36","slug":"co-sponzori-dostanou-na-oplatku","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/co-sponzori-dostanou-na-oplatku\/","title":{"rendered":"Co sponzo\u0159i dostanou na opl\u00e1tku? Viditelnost, pr\u00e1va a \u010d\u00e1st, kterou nen\u00ed vid\u011bt"},"content":{"rendered":"

Jarama, 12. kv\u011btna 1968. Graham Hill vyhr\u00e1v\u00e1 Velkou cenu \u0160pan\u011blska za volantem Lotusu 49, kter\u00fd u\u017e nen\u00ed zelen\u00fd. Je \u010derven\u00fd, b\u00edl\u00fd a zlat\u00fd, v barv\u00e1ch cigaret Gold Leaf. O n\u011bkolik m\u011bs\u00edc\u016f d\u0159\u00edve, v Kyalami, u\u017e soukrom\u00fd t\u00fdm Gunston nasadil Brabham a LDS v barv\u00e1ch sv\u00e9ho sponzora a v lednu a \u00fanoru vyhr\u00e1val tent\u00fd\u017e Lotus v barv\u00e1ch Gold Leaf na Nov\u00e9m Z\u00e9landu a v Austr\u00e1lii; ale teprve v Jaram\u011b, p\u0159i debutu v mistrovstv\u00ed sv\u011bta, vyhr\u00e1vaj\u00ed tyto barvy svou prvn\u00ed Velkou cenu zapo\u010d\u00edt\u00e1vanou do mistrovstv\u00ed. Od t\u00e9 chv\u00edle u\u017e cesta zp\u011bt nevede.<\/p>\n

Co za to Gold Leaf dostal? Nejrychlej\u0161\u00ed odpov\u011b\u010f je viditelnost: v\u00edt\u011bzn\u00e9 auto nat\u0159en\u00e9 jako krabi\u010dka cigaret. \u00dapln\u00e1 odpov\u011b\u010f, tehdy jako dnes, je del\u0161\u00ed. Za svou investici sponzo\u0159i dostanou<\/strong> bal\u00ed\u010dek pr\u00e1v: viditelnost zna\u010dky, p\u0159\u00edstup ke konkr\u00e9tn\u00edmu publiku, pr\u00e1vo pou\u017e\u00edvat jm\u00e9no a obr\u00e1zky t\u00fdmu nebo akce ve vlastn\u00ed komunikaci, hospitality pro klienty a partnery, p\u0159\u00edle\u017eitosti k budov\u00e1n\u00ed vztah\u016f s dal\u0161\u00edmi firmami a st\u00e1le \u010dast\u011bji i p\u0159\u00edstup k dat\u016fm o publiku. Viditelnost je jen ta \u010d\u00e1st, kterou je vid\u011bt.<\/p>\n

Co sponzo\u0159i dostanou: \u010d\u00e1st, kterou je vid\u011bt<\/h2>\n

Logo na karoserii, na kombin\u00e9ze, na reklamn\u00ed plo\u0161e u trati je nejzn\u00e1m\u011bj\u0161\u00ed a nejsn\u00e1ze rozpoznatelnou formou n\u00e1vratnosti sponzoringu. Slou\u017e\u00ed k tomu, aby zna\u010dka byla vid\u011bt, a hlavn\u011b aby byla vid\u011bt vedle n\u011b\u010deho, co publikum miluje. Ne ka\u017ed\u00e9 logo ale kupuje tot\u00e9\u017e: hlavn\u00ed sponzor, ofici\u00e1ln\u00ed partner a technick\u00fd sponzor plat\u00ed za velmi odli\u0161n\u00e1 pr\u00e1va, jak jsme vysv\u011btlili v \u010dl\u00e1nku o hlavn\u00edm sponzorovi, ofici\u00e1ln\u00edm partnerovi a technick\u00e9m sponzorovi<\/a>.<\/p>\n

\"Zapln\u011bn\u00fd<\/p>\n

Je tu je\u0161t\u011b jeden detail, o kter\u00e9m samotn\u00e9 v\u00edt\u011bzstv\u00ed v Jaram\u011b nevypov\u00edd\u00e1. Logo samo o sob\u011b \u0159\u00edk\u00e1 jen to, \u017ee tam zna\u010dka byla. Aby \u0159eklo v\u00edc, pot\u0159ebuje v\u0161echno, co le\u017e\u00ed pod hladinou.<\/p>\n

\u010c\u00e1st, kterou nen\u00ed vid\u011bt: ledovec sponzoringu<\/h2>\n

\u0158\u00edk\u00e1me tomu iceberg sponsorship: viditeln\u00e1 \u010d\u00e1st, tedy logo, stoj\u00ed na mnohem v\u011bt\u0161\u00ed mase, kter\u00e1 z\u016fst\u00e1v\u00e1 pod hladinou. Pr\u00e1v\u011b tam je v\u011bt\u0161ina hodnoty, kterou sponzor za sv\u00e9 pen\u00edze dostane.<\/p>\n

Pod hladinou je p\u0159edev\u0161\u00edm hospitality: depo, boxy, vyhrazen\u00e9 prostory, kam lze vz\u00edt klienty, partnery a zam\u011bstnance, m\u00edsto, kde m\u00e1 obchodn\u00ed rozhovor jin\u00e9 tempo i t\u00f3n ne\u017e v zaseda\u010dce. Je tu vztah s ostatn\u00edmi sponzory stejn\u00e9ho t\u00fdmu nebo stejn\u00e9 akce, kte\u0159\u00ed jsou \u010dasto potenci\u00e1ln\u00edmi klienty nebo dodavateli: psali jsme o tom v \u010dl\u00e1nku o B2B viditelnosti sponzoringu v motorsportu<\/a>. Jsou tu obsahy: rozhovory, obr\u00e1zky, p\u0159\u00edstup k jezdc\u016fm, materi\u00e1l, kter\u00fd m\u016f\u017ee zna\u010dka pou\u017e\u00edvat cel\u00e9 m\u011bs\u00edce. A st\u00e1le \u010dast\u011bji jsou tu data o publiku: z\u016fst\u00e1vaj\u00ed majetkem dr\u017eitele pr\u00e1v, ale p\u0159\u00edstup k segment\u016fm a pr\u00e1va k jejich pou\u017eit\u00ed lze vyjednat a zapsat do smlouvy, jak jsme popsali v \u010dl\u00e1nku o first-party datech v MotoGP<\/a>.<\/p>\n

Pr\u00e1vo to vypr\u00e1v\u011bt<\/h2>\n

Ze v\u0161eho, co sponzor dostane, je nejv\u00edc podce\u0148ovan\u00e9 pr\u00e1vo vypr\u00e1v\u011bt o sponzoringu vlastn\u00edm hlasem: pou\u017e\u00edvat jm\u00e9no t\u00fdmu, obr\u00e1zky, jezdce, z\u00e1vod v kampan\u00edch, na soci\u00e1ln\u00edch s\u00edt\u00edch a v prodejn\u00edch m\u00edstech. Bez tohoto vypr\u00e1v\u011bn\u00ed z\u016fst\u00e1v\u00e1 logo pr\u00e1zdnou n\u00e1lepkou.<\/p>\n

A pr\u00e1v\u011b tady ukazuje sponzoring svou nejzaj\u00edmav\u011bj\u0161\u00ed str\u00e1nku. Obraz, kter\u00e9mu je souzeno st\u00e1t se historick\u00fdm, koluje cel\u00e9 roky, dlouho po skon\u010den\u00ed smlouvy, poka\u017ed\u00e9 kdy\u017e ho p\u0159ipomenou noviny, dokument nebo seri\u00e1l. Tomu \u0159\u00edk\u00e1me efekt vrtule<\/a>: m\u00e9dia t\u00edm, \u017ee znovu rozto\u010d\u00ed ur\u010dit\u00fd okam\u017eik, vytv\u00e1\u0159ej\u00ed novou viditelnost pro ty, kdo u toho byli. Lotus z Jaramy je toho t\u00e9m\u011b\u0159 dokonal\u00fdm p\u0159\u00edkladem.<\/p>\n

Dostanou sponzo\u0159i sv\u00e9 pen\u00edze zp\u011bt?<\/h2>\n

Ne, ne jako vr\u00e1cen\u00ed investice, a samotn\u00e1 ot\u00e1zka hodn\u011b vypov\u00edd\u00e1 o tom, jak si lid\u00e9 sponzoring \u010dasto p\u0159edstavuj\u00ed. Nen\u00ed to p\u016fj\u010dka ani finan\u010dn\u00ed investice: je to smlouva, na jej\u00edm\u017e z\u00e1klad\u011b zna\u010dka plat\u00ed a dost\u00e1v\u00e1 za to konkr\u00e9tn\u00ed pr\u00e1va. N\u00e1vratnost p\u0159ich\u00e1z\u00ed p\u0159es to, jak zna\u010dka tato pr\u00e1va vyu\u017eije. N\u011bkter\u00e9 smlouvy v\u00e1\u017eou \u010d\u00e1st odm\u011bny na v\u00fdsledky nebo na skute\u010dn\u011b dosa\u017eenou viditelnost, prost\u0159ednictv\u00edm bonus\u016f nebo slev: upravuj\u00ed, kolik se za pr\u00e1va plat\u00ed, investici ale nevracej\u00ed. Vr\u00e1cen\u00ed pen\u011bz p\u0159ipad\u00e1 v \u00favahu jen za nevyu\u017eitou \u010d\u00e1st pr\u00e1v, pokud smlouva skon\u010d\u00ed p\u0159ed uplynut\u00edm doby.<\/p>\n

V tom je tak\u00e9 rozd\u00edl mezi sponzoringem a darem. Kdo daruje, podporuje n\u011bjakou v\u011bc a nic za to nechce; kdo sponzoruje, kupuje bal\u00ed\u010dek pr\u00e1v a m\u00e1 ve\u0161ker\u00fd z\u00e1jem na tom, aby tato pr\u00e1va pracovala.<\/p>\n

Jak m\u011b\u0159it, co dostanete<\/h2>\n

Pokud n\u00e1vratnost vznik\u00e1 vyu\u017e\u00edv\u00e1n\u00edm pr\u00e1v, je t\u0159eba ji m\u011b\u0159it podle c\u00edl\u016f stanoven\u00fdch p\u0159ed podpisem: pov\u011bdom\u00ed na ur\u010dit\u00e9m trhu, obchodn\u00ed kontakty z\u00edskan\u00e9 b\u011bhem dn\u016f hospitality, vytvo\u0159en\u00e9 obsahy, zapojen\u00ed zam\u011bstnanc\u016f, prodeje v konkr\u00e9tn\u00edm kan\u00e1lu. Kdo vych\u00e1z\u00ed z t\u011bchto c\u00edl\u016f, zvol\u00ed podle nich i bal\u00ed\u010dek; kdo vych\u00e1z\u00ed z ceny loga, riskuje, \u017ee koup\u00ed tu nejm\u00e9n\u011b u\u017eite\u010dnou \u010d\u00e1st ledovce. Pro ty, kdo cht\u011bj\u00ed mechanism\u016fm porozum\u011bt l\u00e9pe, je tu n\u00e1\u0161 pr\u016fvodce t\u00edm, jak sponzoring funguje<\/a>, a rozbor toho, co se v MotoGP a ve formuli 1 skute\u010dn\u011b kupuje<\/a>.<\/p>\n

V roce 1968 sta\u010dilo zm\u011bnit barvu auta, aby si toho v\u0161ichni v\u0161imli. Dnes je logo tou \u010d\u00e1st\u00ed, kterou lze koupit nejsn\u00e1z a kterou je nejt\u011b\u017e\u0161\u00ed dostat lidem do pam\u011bti. Co sponzor za sv\u00e9 pen\u00edze dostane, nakonec z\u00e1vis\u00ed na tom, jak hluboko je ochoten se pod\u00edvat pod hladinu.<\/p>\n

\r\n\r\n

\u010casto kladen\u00e9 ot\u00e1zky o tom, co sponzo\u0159i dostanou<\/b><\/h2>\r\n \r\n
\n
\r\n\r\n

\r\n Co sponzo\u0159i dostanou na opl\u00e1tku?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Sponzo\u0159i dostanou bal\u00ed\u010dek pr\u00e1v: viditelnost zna\u010dky, p\u0159\u00edstup ke konkr\u00e9tn\u00edmu publiku, pr\u00e1vo pou\u017e\u00edvat jm\u00e9no a obr\u00e1zky t\u00fdmu nebo akce ve vlastn\u00ed komunikaci, hospitality pro klienty a partnery, p\u0159\u00edle\u017eitosti k budov\u00e1n\u00ed vztah\u016f s dal\u0161\u00edmi firmami a st\u00e1le \u010dast\u011bji i p\u0159\u00edstup k dat\u016fm o publiku.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Dostanou sponzo\u0159i investovan\u00e9 pen\u00edze zp\u011bt?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Ne jako vr\u00e1cen\u00ed: sponzoring nen\u00ed p\u016fj\u010dka, ale smlouva, na jej\u00edm\u017e z\u00e1klad\u011b zna\u010dka plat\u00ed a dost\u00e1v\u00e1 pr\u00e1va, a n\u00e1vratnost p\u0159ich\u00e1z\u00ed z vyu\u017eit\u00ed t\u011bchto pr\u00e1v. Vr\u00e1tit lze jen nevyu\u017eitou \u010d\u00e1st, pokud smlouva skon\u010d\u00ed p\u0159ed\u010dasn\u011b.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Jak funguje sponzoring?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Zna\u010dka podep\u00ed\u0161e smlouvu s t\u00fdmem, sportovcem nebo akc\u00ed a plat\u00ed, v pen\u011bz\u00edch nebo ve v\u00fdrobc\u00edch a slu\u017eb\u00e1ch, za stanoven\u00e1 pr\u00e1va: plochy pro logo, pou\u017eit\u00ed jm\u00e9na a obr\u00e1zk\u016f, hospitality, obsahy. Hodnota z\u00e1vis\u00ed na tom, jak zna\u010dka tato pr\u00e1va vyu\u017eije ve sv\u00e9 komunikaci a v obchodn\u00edch vztaz\u00edch.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Jak\u00fd je rozd\u00edl mezi sponzoringem a darem?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Kdo poskytne dar, podporuje n\u011bjakou v\u011bc a nic za to nechce. Kdo sponzoruje, podepisuje smlouvu a dost\u00e1v\u00e1 za to konkr\u00e9tn\u00ed pr\u00e1va, kter\u00e1 chce vyu\u017e\u00edt pro vlastn\u00ed marketingov\u00e9 a obchodn\u00ed c\u00edle.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Co je iceberg sponsorship?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Je to zp\u016fsob, jak\u00fdm RTR popisuje sponzoring: logo je viditeln\u00e1 \u0161pi\u010dka, zat\u00edmco v\u011bt\u0161ina hodnoty le\u017e\u00ed pod hladinou, v hospitality, ve vztaz\u00edch s dal\u0161\u00edmi firmami, v obsaz\u00edch, v zapojen\u00ed zam\u011bstnanc\u016f a v datech.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Jak se m\u011b\u0159\u00ed n\u00e1vratnost sponzoringu?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

M\u011b\u0159\u00ed se podle c\u00edl\u016f stanoven\u00fdch p\u0159ed podpisem: pov\u011bdom\u00ed na ur\u010dit\u00e9m trhu, z\u00edskan\u00e9 obchodn\u00ed kontakty, vytvo\u0159en\u00e9 obsahy, zapojen\u00ed zam\u011bstnanc\u016f nebo prodeje v konkr\u00e9tn\u00edm kan\u00e1lu. Bez c\u00edl\u016f stanoven\u00fdch na za\u010d\u00e1tku nelze n\u00e1vratnost zm\u011b\u0159it.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Jarama, 12. kv\u011btna 1968. Graham Hill vyhr\u00e1v\u00e1 Velkou cenu \u0160pan\u011blska za volantem Lotusu 49, kter\u00fd u\u017e nen\u00ed zelen\u00fd. Je \u010derven\u00fd, b\u00edl\u00fd a zlat\u00fd, v barv\u00e1ch cigaret Gold Leaf. O n\u011bkolik m\u011bs\u00edc\u016f d\u0159\u00edve, v Kyalami, u\u017e soukrom\u00fd t\u00fdm Gunston nasadil Brabham a LDS v barv\u00e1ch sv\u00e9ho sponzora a v lednu a \u00fanoru vyhr\u00e1val tent\u00fd\u017e Lotus v […]<\/p>\n","protected":false},"author":2,"featured_media":198986,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20229],"tags":[],"class_list":["post-243769","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"\nCo sponzo\u0159i dostanou na opl\u00e1tku za sponzoring?<\/title>\n<meta name=\"description\" content=\"Co sponzo\u0159i dostanou na opl\u00e1tku: viditelnost, konkr\u00e9tn\u00ed publikum, pr\u00e1va k podobizn\u011b, hospitality, B2B vztahy a data. 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