{"id":255281,"date":"2024-08-08T16:34:22","date_gmt":"2024-08-08T14:34:22","guid":{"rendered":"https:\/\/rtrsports.com\/blog\/licence-v-motoristickem-sportu\/"},"modified":"2026-10-26T15:27:59","modified_gmt":"2026-10-26T14:27:59","slug":"licence-v-motoristickem-sportu","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/licence-v-motoristickem-sportu\/","title":{"rendered":"Licencov\u00e1n\u00ed v motoristick\u00e9m sportu: jak funguje a pro\u010d se zna\u010dce vyplat\u00ed"},"content":{"rendered":"

V z\u00e1\u0159\u00ed 2024 podepsala formule 1 v\u00edcelet\u00e9 partnerstv\u00ed se skupinou LEGO. O t\u0159i t\u00fddny pozd\u011bji p\u0159i\u0161la glob\u00e1ln\u00ed v\u00edcelet\u00e1 licence se spole\u010dnost\u00ed Mattel pro Hot Wheels. Ani jedna z dohod nepo\u010d\u00edtala s logem na monopostu formule 1. Stal se prav\u00fd opak: monoposty se prom\u011bnily ve stavebnice, poprv\u00e9 se v\u0161emi deseti t\u00fdmy, a v modely v m\u011b\u0159\u00edtku 1:64, kter\u00e9 jsou v prodeji od roku 2025.<\/p>\n

Je to nejjasn\u011bj\u0161\u00ed p\u0159\u00edklad toho, co m\u016f\u017ee licencov\u00e1n\u00ed v motoristick\u00e9m sportu<\/strong> zna\u010dce p\u0159in\u00e9st. Obvykle se m\u00e1 za to, \u017ee motoristick\u00fd sport slou\u017e\u00ed firm\u011b hlavn\u011b jako reklamn\u00ed plocha: zbarven\u00ed vozu, reklamn\u00ed panel, hospitality z\u00f3na. J\u00e1 to vid\u00edm jinak. Pro v\u00fdrobce spot\u0159ebn\u00edho zbo\u017e\u00ed podle m\u011b nejp\u0159\u00edm\u011bj\u0161\u00ed cesta \u010dasto nevede p\u0159es n\u00e1kup viditelnosti na zna\u010dce t\u00fdmu, ale p\u0159es pron\u00e1jem t\u00e9to zna\u010dky a jej\u00ed um\u00edst\u011bn\u00ed na vlastn\u00ed v\u00fdrobky.<\/p>\n

Co je licence v motoristick\u00e9m sportu<\/h2>\n

Licence je smlouva, kterou majitel zna\u010dky, poskytovatel licence, oprav\u0148uje jinou firmu, nabyvatele licence, pou\u017e\u00edvat ji na vlastn\u00edch v\u00fdrobc\u00edch nebo slu\u017eb\u00e1ch. V motoristick\u00e9m sportu jsou poskytovateli licenc\u00ed \u0161ampion\u00e1ty, t\u00fdmy, v\u00fdrobci, jezdci, akce a okruhy. Nabyvateli licenc\u00ed jsou firmy, kter\u00e9 vyr\u00e1b\u011bj\u00ed hra\u010dky, oble\u010den\u00ed, dopl\u0148ky, modely a videohry.<\/p>\n

Smlouva stanov\u00ed jen n\u011bkolik v\u011bc\u00ed, ale v\u0161echny jsou rozhoduj\u00edc\u00ed: jak\u00e9 v\u00fdrobky lze vyr\u00e1b\u011bt, v jak\u00fdch zem\u00edch a v jak\u00fdch prodejn\u00edch kan\u00e1lech, na kolik let a s jak\u00fdm procesem schvalov\u00e1n\u00ed design\u016f. A stanov\u00ed cenu, kter\u00e1 obvykle stoj\u00ed na dvou prvc\u00edch: na licen\u010dn\u00edm poplatku, tedy procentu z prodeje, a na minim\u00e1ln\u00ed garanci, tedy prahu, kter\u00fd nabyvatel zaplat\u00ed v ka\u017ed\u00e9m p\u0159\u00edpad\u011b: pokud vznikl\u00e9 licen\u010dn\u00ed poplatky z\u016fstanou pod n\u00edm, doplat\u00ed rozd\u00edl.<\/p>\n

Licence a sponzorstv\u00ed: rozd\u00edl<\/h2>\n

Tady je rozd\u00edl, na kter\u00e9m z\u00e1le\u017e\u00ed. P\u0159i sponzorstv\u00ed zna\u010dka plat\u00ed za to, aby se objevila u t\u00fdmu, \u0161ampion\u00e1tu nebo akce, a n\u00e1vratnost p\u0159ich\u00e1z\u00ed v podob\u011b pov\u011bdom\u00ed, vztah\u016f a obsahu. U licence je to naopak: zna\u010dka t\u00fdmu, \u0161ampion\u00e1tu nebo akce se objev\u00ed na v\u00fdrobku firmy a n\u00e1vratnost p\u0159ich\u00e1z\u00ed z prodeje tohoto v\u00fdrobku. To prvn\u00ed je n\u00e1kladov\u00e1 polo\u017eka marketingu. To druh\u00e9 je zdroj p\u0159\u00edjm\u016f s mar\u017e\u00ed, ze kter\u00e9 se plat\u00ed licen\u010dn\u00ed poplatky.<\/p>\n

P\u0159elo\u017eeno do obchodn\u00ed \u0159e\u010di: sponzorstv\u00ed kupuje prostor na ciz\u00ed zna\u010dce, licence si ciz\u00ed zna\u010dku pronaj\u00edm\u00e1, aby ji prod\u00e1vala spolu s vlastn\u00ed. Oboj\u00ed se nav\u00edc d\u00e1 kombinovat a pr\u00e1v\u011b tam to podle m\u011b p\u0159in\u00e1\u0161\u00ed nejv\u00edc: firma, kter\u00e1 sponzoruje t\u00fdm a z\u00e1rove\u0148 vyr\u00e1b\u00ed jeho licen\u010dn\u00ed \u0159adu, vypr\u00e1v\u00ed stejn\u00fd p\u0159\u00edb\u011bh na trati i v reg\u00e1lu.<\/p>\n

Jakou hodnotu m\u00e1 trh se sportovn\u00edmi licencemi<\/h2>\n

Podle studie Licensing International z roku 2026, mezin\u00e1rodn\u00edho oborov\u00e9ho sdru\u017een\u00ed, dos\u00e1hly v roce 2025 celosv\u011btov\u00e9 prodeje licencovan\u00fdch v\u00fdrobk\u016f a slu\u017eeb 389,8 miliardy dolar\u016f, o 5,45 % v\u00edce ne\u017e rok p\u0159edt\u00edm. Mezi typy zna\u010dek poskytovan\u00fdch v licenci rostl nejrychleji sport: o 8,5 % na 44,4 miliardy dolar\u016f, tedy 11,4 % trhu a t\u0159et\u00ed m\u00edsto za z\u00e1bavou a firemn\u00edmi zna\u010dkami.<\/p>\n

Motoristick\u00fd sport je sou\u010d\u00e1st\u00ed t\u00e9to \u010d\u00e1stky a zve\u0159ejn\u011bn\u00e1 data studie ho samostatn\u011b neuv\u00e1d\u011bj\u00ed. Dohody formule 1 s LEGO a Mattelem ale dob\u0159e ukazuj\u00ed sm\u011br: kategorie v\u00fdrobk\u016f vzd\u00e1len\u00e9 od paddocku a publikum rodin, d\u011bt\u00ed a dosp\u011bl\u00fdch sb\u011bratel\u016f, kter\u00e9 se oslovuje hlavn\u011b v obchodech a tak\u00e9 ve fan z\u00f3n\u00e1ch Velk\u00fdch cen.<\/p>\n

Kdo m\u016f\u017ee v motoristick\u00e9m sportu poskytnout licenci<\/h2>\n

Ka\u017ed\u00e1 \u00farove\u0148 motoristick\u00e9ho sportu m\u00e1 zna\u010dku, kterou lze licencovat. Je tu \u0161ampion\u00e1t, jako v p\u0159\u00edpad\u011b LEGO a Hot Wheels. Jsou tu videohry, kter\u00e9 jsou licencemi v pln\u00e9m smyslu: ofici\u00e1ln\u00ed s\u00e9rii formule 1 vyv\u00edj\u00ed studio Codemasters, kter\u00e9 m\u00e1 licenci od roku 2008 a od roku 2021 pat\u0159\u00ed EA, zat\u00edmco ofici\u00e1ln\u00ed hru MotoGP vyv\u00edj\u00ed bez p\u0159eru\u0161en\u00ed od roku 2013 studio Milestone. Pak jsou tu t\u00fdmy a v\u00fdrobci s \u0159adami oble\u010den\u00ed a dopl\u0148k\u016f a jezdci se sv\u00fdm jm\u00e9nem, \u010d\u00edslem a p\u0159ilbou.<\/p>\n

Pr\u00e1v\u011b na jezdc\u00edch je dob\u0159e vid\u011bt, jak mechanismus funguje. V na\u0161\u00ed pr\u00e1ci jsme mimo jin\u00e9 vedli licen\u010dn\u00ed smlouvu mezi VR46, spole\u010dnost\u00ed, kter\u00e1 dr\u017e\u00ed obchodn\u00ed pr\u00e1va Valentina Rossiho, a Packard Bell, a dohodu, na jej\u00edm\u017e z\u00e1klad\u011b se Grimaldi Industry stala nabyvatelem licence pro It\u00e1lii na zna\u010dku Dovi4, za kterou stoj\u00ed Andrea Dovizioso. V obou p\u0159\u00edpadech vy\u0161la zna\u010dka jezdce za hranice merchandisingu z okruhu: v prvn\u00edm p\u0159\u00edpad\u011b na \u0159adu notebook\u016f, ve druh\u00e9m na oble\u010den\u00ed italsk\u00e9 m\u00f3dn\u00ed zna\u010dky.<\/p>\n

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

Kde se nej\u010dast\u011bji klop\u00fdt\u00e1<\/h2>\n

Podle m\u011b jsou kameny \u00farazu \u010dty\u0159i. Prvn\u00ed je podepsat minim\u00e1ln\u00ed garanci postavenou na nad\u0161en\u00ed m\u00edsto na prodejn\u00edch datech: je to pr\u00e1h, kter\u00fd se plat\u00ed, i kdy\u017e se reg\u00e1l nevypr\u00e1zdn\u00ed. Druh\u00fd je cht\u00edt p\u0159\u00edli\u0161 mnoho kategori\u00ed v\u00fdrobk\u016f, nebo p\u0159\u00edli\u0161 m\u00e1lo, ve srovn\u00e1n\u00ed s t\u00edm, co firma skute\u010dn\u011b um\u00ed vyrobit a distribuovat. T\u0159et\u00ed je podcenit d\u00e9lku schvalov\u00e1n\u00ed: ka\u017ed\u00fd design proch\u00e1z\u00ed p\u0159es poskytovatele licence a z\u00e1vodn\u00ed sezona nepo\u010dk\u00e1. \u010ctvrt\u00fd je sv\u00e1zat celou \u0159adu s jedin\u00fdm jezdcem. Jezdci odch\u00e1zej\u00ed, t\u00fdmy z\u016fst\u00e1vaj\u00ed: smlouva postaven\u00e1 na jednom jm\u00e9nu m\u016f\u017ee ztratit hodnotu v den, kdy to jm\u00e9no zm\u011bn\u00ed barvy.<\/p>\n

Jak pracujeme s licencemi<\/h2>\n

Na\u0161e pr\u00e1ce le\u017e\u00ed uprost\u0159ed, mezi sportovn\u00ed zna\u010dkou a firmou, kter\u00e1 ji chce vyu\u017e\u00edt. Licenci prov\u00e1z\u00edme ve v\u0161ech f\u00e1z\u00edch, strategick\u00e9, smluvn\u00ed i provozn\u00ed: zjist\u00edme, kter\u00e1 zna\u010dka z motoristick\u00e9ho sportu d\u00e1v\u00e1 smysl pro v\u00fdrobky a trhy firmy, propoj\u00edme ob\u011b strany, vedeme smlouvu a v p\u0159\u00edpad\u011b pot\u0159eby dopln\u00edme licenci o co-marketing, partnerstv\u00ed a sponzorstv\u00ed. Slu\u017ebu popisujeme na str\u00e1nce o licencov\u00e1n\u00ed zna\u010dek<\/a>.<\/p>\n

Sponzorstv\u00ed je vid\u011bt na trati. Licence je vid\u011bt u pokladny. Nejlep\u0161\u00ed projekty jsou vid\u011bt na obou m\u00edstech.<\/p>\n

\r\n\r\n

\u010cast\u00e9 ot\u00e1zky o licencov\u00e1n\u00ed v motoristick\u00e9m sportu<\/b><\/h2>\r\n \r\n
\n
\r\n\r\n

\r\n Co je licence v motoristick\u00e9m sportu?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Je to smlouva, kterou majitel zna\u010dky z motoristick\u00e9ho sportu, nap\u0159\u00edklad \u0161ampion\u00e1t, t\u00fdm, v\u00fdrobce nebo jezdec, oprav\u0148uje firmu pou\u017e\u00edvat ji na vlastn\u00edch v\u00fdrobc\u00edch, v\u00fdm\u011bnou za licen\u010dn\u00ed poplatky z prodeje a obvykle minim\u00e1ln\u00ed garanci. Smlouva ur\u010duje v\u00fdrobky, \u00fazem\u00ed, kan\u00e1ly, dobu trv\u00e1n\u00ed a schvalov\u00e1n\u00ed design\u016f.<\/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 licenc\u00ed a sponzorstv\u00edm?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

P\u0159i sponzorstv\u00ed zna\u010dka plat\u00ed za to, aby se objevila u t\u00fdmu, \u0161ampion\u00e1tu nebo akce, a z\u00edsk\u00e1v\u00e1 pov\u011bdom\u00ed a vztahy. U licence se zna\u010dka t\u00fdmu, \u0161ampion\u00e1tu nebo akce objev\u00ed na v\u00fdrobku firmy, kter\u00e1 z toho m\u00e1 prodeje a plat\u00ed poskytovateli licence licen\u010dn\u00ed poplatky. Ob\u011b formy lze kombinovat.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Kolik stoj\u00ed licence v motoristick\u00e9m sportu?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Cen\u00edk neexistuje. Plat\u00ed se licen\u010dn\u00ed poplatek, tedy procento z prodeje, s minim\u00e1ln\u00ed garanc\u00ed: prahem, kter\u00fd se plat\u00ed v ka\u017ed\u00e9m p\u0159\u00edpad\u011b, i kdy\u017e vznikl\u00e9 licen\u010dn\u00ed poplatky z\u016fstanou pod n\u00edm. V\u00fd\u0161e z\u00e1vis\u00ed na zna\u010dce, kategori\u00edch v\u00fdrobk\u016f, \u00fazem\u00edch a d\u00e9lce smlouvy.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Jakou hodnotu m\u00e1 trh se sportovn\u00edmi licencemi?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Podle studie Licensing International z roku 2026 se v roce 2025 licencovan\u00e9 v\u00fdrobky a slu\u017eby spojen\u00e9 se sportem prodaly po cel\u00e9m sv\u011bt\u011b za 44,4 miliardy dolar\u016f, o 8,5 % v\u00edce ne\u017e rok p\u0159edt\u00edm, co\u017e je 11,4 % celkov\u00e9ho trhu v hodnot\u011b 389,8 miliardy.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Kdo m\u016f\u017ee v motoristick\u00e9m sportu poskytnout licenci?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\u0160ampion\u00e1ty, jako formule 1 v p\u0159\u00edpad\u011b LEGO a Hot Wheels, t\u00fdmy a v\u00fdrobci, jezdci s vlastn\u00ed osobn\u00ed zna\u010dkou, akce a okruhy.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Jak\u00e9 v\u00fdrobky vznikaj\u00ed v motoristick\u00e9m sportu na licenci?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Hra\u010dky a modely, jako \u0159ady LEGO a Hot Wheels formule 1, videohry, jako ofici\u00e1ln\u00ed tituly formule 1 a MotoGP, oble\u010den\u00ed, dopl\u0148ky a sb\u011bratelsk\u00e9 edice, ale tak\u00e9 v\u00fdrobky mimo klasick\u00fd merchandising, nap\u0159\u00edklad notebooky.<\/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 z\u00e1\u0159\u00ed 2024 podepsala formule 1 v\u00edcelet\u00e9 partnerstv\u00ed se skupinou LEGO. O t\u0159i t\u00fddny pozd\u011bji p\u0159i\u0161la glob\u00e1ln\u00ed v\u00edcelet\u00e1 licence se spole\u010dnost\u00ed Mattel pro Hot Wheels. Ani jedna z dohod nepo\u010d\u00edtala s logem na monopostu formule 1. Stal se prav\u00fd opak: monoposty se prom\u011bnily ve stavebnice, poprv\u00e9 se v\u0161emi deseti t\u00fdmy, a v modely v m\u011b\u0159\u00edtku […]<\/p>\n","protected":false},"author":14,"featured_media":282924,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[22211,20230,20229],"tags":[],"class_list":["post-255281","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-licence-cs","category-sportovni-marketing","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"\nLicencov\u00e1n\u00ed v motoristick\u00e9m sportu: jak funguje a co vyn\u00e1\u0161\u00ed<\/title>\n<meta name=\"description\" content=\"Licencov\u00e1n\u00ed v motoristick\u00e9m sportu: co to je, \u010d\u00edm se li\u0161\u00ed od sponzorstv\u00ed, jakou hodnotu m\u00e1 trh a kde se nej\u010dast\u011bji klop\u00fdt\u00e1.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/cs\/blog\/licence-v-motoristickem-sportu\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Licencov\u00e1n\u00ed v motoristick\u00e9m sportu: jak funguje a pro\u010d se zna\u010dce vyplat\u00ed\" \/>\n<meta property=\"og:description\" content=\"Licencov\u00e1n\u00ed v motoristick\u00e9m sportu: co to je, \u010d\u00edm se li\u0161\u00ed od sponzorstv\u00ed, jakou hodnotu m\u00e1 trh a kde se nej\u010dast\u011bji klop\u00fdt\u00e1.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rtrsports.com\/cs\/blog\/licence-v-motoristickem-sportu\/\" \/>\n<meta property=\"og:site_name\" content=\"RTR Sports\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/RTRSportsMarketing\/\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/firefly-manga-style-illustration-of-motorcycle-racer-in-full-helmet-and-gloves-watercolor-hand-draw-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2048\" \/>\n\t<meta property=\"og:image:height\" content=\"2048\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Riccardo Taf\u00e0\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:site\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:label1\" content=\"Napsal(a)\" \/>\n\t<meta name=\"twitter:data1\" content=\"Riccardo Taf\u00e0\" \/>\n\t<meta name=\"twitter:label2\" content=\"Odhadovan\u00e1 doba \u010dten\u00ed\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minut\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/licence-v-motoristickem-sportu\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/licence-v-motoristickem-sportu\\\/\"},\"author\":{\"name\":\"Riccardo Taf\u00e0\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#\\\/schema\\\/person\\\/7ca2648b3d857cbfff8c499aaed0420e\"},\"headline\":\"Licencov\u00e1n\u00ed v motoristick\u00e9m sportu: jak funguje a pro\u010d se zna\u010dce vyplat\u00ed\",\"datePublished\":\"2024-08-08T14:34:22+00:00\",\"dateModified\":\"2026-10-26T14:27:59+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/licence-v-motoristickem-sportu\\\/\"},\"wordCount\":1447,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/licence-v-motoristickem-sportu\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/08\\\/firefly-manga-style-illustration-of-motorcycle-racer-in-full-helmet-and-gloves-watercolor-hand-draw-1.jpg\",\"articleSection\":[\"Licence\",\"Sportovn\u00ed marketing\",\"Sportovn\u00ed sponzoring\"],\"inLanguage\":\"cs\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/licence-v-motoristickem-sportu\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/licence-v-motoristickem-sportu\\\/\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/licence-v-motoristickem-sportu\\\/\",\"name\":\"Licencov\u00e1n\u00ed v motoristick\u00e9m sportu: jak funguje a co vyn\u00e1\u0161\u00ed\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/licence-v-motoristickem-sportu\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/licence-v-motoristickem-sportu\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/08\\\/firefly-manga-style-illustration-of-motorcycle-racer-in-full-helmet-and-gloves-watercolor-hand-draw-1.jpg\",\"datePublished\":\"2024-08-08T14:34:22+00:00\",\"dateModified\":\"2026-10-26T14:27:59+00:00\",\"description\":\"Licencov\u00e1n\u00ed v motoristick\u00e9m sportu: co to je, \u010d\u00edm se li\u0161\u00ed od sponzorstv\u00ed, jakou hodnotu m\u00e1 trh a kde se nej\u010dast\u011bji klop\u00fdt\u00e1.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/licence-v-motoristickem-sportu\\\/#breadcrumb\"},\"inLanguage\":\"cs\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/licence-v-motoristickem-sportu\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"cs\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/licence-v-motoristickem-sportu\\\/#primaryimage\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/08\\\/firefly-manga-style-illustration-of-motorcycle-racer-in-full-helmet-and-gloves-watercolor-hand-draw-1.jpg\",\"contentUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/08\\\/firefly-manga-style-illustration-of-motorcycle-racer-in-full-helmet-and-gloves-watercolor-hand-draw-1.jpg\",\"width\":2048,\"height\":2048,\"caption\":\"Firefly-manga-stylu-ilustrace-motocyklov\u00e9ho-z\u00e1vodn\u00edka-v-p\u0159ilb\u011b-a-rukavic\u00edch-akvarelov\u00e1-ru\u010dn\u00ed-kresba-1\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/blog\\\/licence-v-motoristickem-sportu\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Licencov\u00e1n\u00ed v motoristick\u00e9m sportu: jak funguje a pro\u010d se zna\u010dce vyplat\u00ed\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#website\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/\",\"name\":\"RTR Sports Marketing\",\"description\":\"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.\",\"publisher\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#organization\"},\"alternateName\":\"RTR Sports\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"cs\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#organization\",\"name\":\"RTR Sports Marketing\",\"alternateName\":\"RTR sports\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"cs\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/01\\\/rtrsports-anniversary-1.jpg\",\"contentUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/01\\\/rtrsports-anniversary-1.jpg\",\"width\":946,\"height\":260,\"caption\":\"RTR Sports Marketing\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/RTRSportsMarketing\\\/\",\"https:\\\/\\\/x.com\\\/rtrsports\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/rtr-sports-marketing\\\/\",\"https:\\\/\\\/www.wikidata.org\\\/wiki\\\/Q7797317\"],\"description\":\"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.\",\"email\":\"info@rtrsports.com\",\"legalName\":\"RTR Sports Marketing LTD\",\"numberOfEmployees\":{\"@type\":\"QuantitativeValue\",\"minValue\":\"1\",\"maxValue\":\"10\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/#\\\/schema\\\/person\\\/7ca2648b3d857cbfff8c499aaed0420e\",\"name\":\"Riccardo Taf\u00e0\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"cs\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/0e03f35d1883656b70508e45dddcbdf581004a3a428fe432d9559b9bbffe803c?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/0e03f35d1883656b70508e45dddcbdf581004a3a428fe432d9559b9bbffe803c?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/0e03f35d1883656b70508e45dddcbdf581004a3a428fe432d9559b9bbffe803c?s=96&d=mm&r=g\",\"caption\":\"Riccardo Taf\u00e0\"},\"description\":\"Riccardo Taf\u00e0 is the founder and Managing Director of RTR Sports Marketing, the independent motorsport sponsorship agency he established in 1995. A law graduate of the University of Bologna, he began his career in PR in London before moving into motorsport, and has spent more than 30 years structuring sponsorship partnerships in Formula 1 and MotoGP - closing over 100 deals across eight championships with properties including McLaren, Williams, Ducati, Honda HRC, Yamaha Factory Racing and Dorna Sports. He writes on sponsorship strategy, commercial rights, pricing, and ROI measurement for brands entering motorsport at every budget level.\",\"sameAs\":[\"https:\\\/\\\/rtrsports.com\",\"https:\\\/\\\/uk.linkedin.com\\\/in\\\/riccardotafa\"],\"url\":\"https:\\\/\\\/rtrsports.com\\\/cs\\\/author\\\/riccardo\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Licencov\u00e1n\u00ed v motoristick\u00e9m sportu: jak funguje a co vyn\u00e1\u0161\u00ed","description":"Licencov\u00e1n\u00ed v motoristick\u00e9m sportu: co to je, \u010d\u00edm se li\u0161\u00ed od sponzorstv\u00ed, jakou hodnotu m\u00e1 trh a kde se nej\u010dast\u011bji klop\u00fdt\u00e1.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/rtrsports.com\/cs\/blog\/licence-v-motoristickem-sportu\/","og_locale":"cs_CZ","og_type":"article","og_title":"Licencov\u00e1n\u00ed v motoristick\u00e9m sportu: jak funguje a pro\u010d se zna\u010dce vyplat\u00ed","og_description":"Licencov\u00e1n\u00ed v motoristick\u00e9m sportu: co to je, \u010d\u00edm se li\u0161\u00ed od sponzorstv\u00ed, jakou hodnotu m\u00e1 trh a kde se nej\u010dast\u011bji klop\u00fdt\u00e1.","og_url":"https:\/\/rtrsports.com\/cs\/blog\/licence-v-motoristickem-sportu\/","og_site_name":"RTR Sports","article_publisher":"https:\/\/www.facebook.com\/RTRSportsMarketing\/","og_image":[{"width":2048,"height":2048,"url":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/firefly-manga-style-illustration-of-motorcycle-racer-in-full-helmet-and-gloves-watercolor-hand-draw-1.jpg","type":"image\/jpeg"}],"author":"Riccardo Taf\u00e0","twitter_card":"summary_large_image","twitter_creator":"@rtrsports","twitter_site":"@rtrsports","twitter_misc":{"Napsal(a)":"Riccardo Taf\u00e0","Odhadovan\u00e1 doba \u010dten\u00ed":"6 minut"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/rtrsports.com\/cs\/blog\/licence-v-motoristickem-sportu\/#article","isPartOf":{"@id":"https:\/\/rtrsports.com\/cs\/blog\/licence-v-motoristickem-sportu\/"},"author":{"name":"Riccardo Taf\u00e0","@id":"https:\/\/rtrsports.com\/cs\/#\/schema\/person\/7ca2648b3d857cbfff8c499aaed0420e"},"headline":"Licencov\u00e1n\u00ed v motoristick\u00e9m sportu: jak funguje a pro\u010d se zna\u010dce vyplat\u00ed","datePublished":"2024-08-08T14:34:22+00:00","dateModified":"2026-10-26T14:27:59+00:00","mainEntityOfPage":{"@id":"https:\/\/rtrsports.com\/cs\/blog\/licence-v-motoristickem-sportu\/"},"wordCount":1447,"commentCount":0,"publisher":{"@id":"https:\/\/rtrsports.com\/cs\/#organization"},"image":{"@id":"https:\/\/rtrsports.com\/cs\/blog\/licence-v-motoristickem-sportu\/#primaryimage"},"thumbnailUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/firefly-manga-style-illustration-of-motorcycle-racer-in-full-helmet-and-gloves-watercolor-hand-draw-1.jpg","articleSection":["Licence","Sportovn\u00ed marketing","Sportovn\u00ed sponzoring"],"inLanguage":"cs","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/rtrsports.com\/cs\/blog\/licence-v-motoristickem-sportu\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/rtrsports.com\/cs\/blog\/licence-v-motoristickem-sportu\/","url":"https:\/\/rtrsports.com\/cs\/blog\/licence-v-motoristickem-sportu\/","name":"Licencov\u00e1n\u00ed v motoristick\u00e9m sportu: jak funguje a co vyn\u00e1\u0161\u00ed","isPartOf":{"@id":"https:\/\/rtrsports.com\/cs\/#website"},"primaryImageOfPage":{"@id":"https:\/\/rtrsports.com\/cs\/blog\/licence-v-motoristickem-sportu\/#primaryimage"},"image":{"@id":"https:\/\/rtrsports.com\/cs\/blog\/licence-v-motoristickem-sportu\/#primaryimage"},"thumbnailUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/firefly-manga-style-illustration-of-motorcycle-racer-in-full-helmet-and-gloves-watercolor-hand-draw-1.jpg","datePublished":"2024-08-08T14:34:22+00:00","dateModified":"2026-10-26T14:27:59+00:00","description":"Licencov\u00e1n\u00ed v motoristick\u00e9m sportu: co to je, \u010d\u00edm se li\u0161\u00ed od sponzorstv\u00ed, jakou hodnotu m\u00e1 trh a kde se nej\u010dast\u011bji klop\u00fdt\u00e1.","breadcrumb":{"@id":"https:\/\/rtrsports.com\/cs\/blog\/licence-v-motoristickem-sportu\/#breadcrumb"},"inLanguage":"cs","potentialAction":[{"@type":"ReadAction","target":["https:\/\/rtrsports.com\/cs\/blog\/licence-v-motoristickem-sportu\/"]}]},{"@type":"ImageObject","inLanguage":"cs","@id":"https:\/\/rtrsports.com\/cs\/blog\/licence-v-motoristickem-sportu\/#primaryimage","url":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/firefly-manga-style-illustration-of-motorcycle-racer-in-full-helmet-and-gloves-watercolor-hand-draw-1.jpg","contentUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/firefly-manga-style-illustration-of-motorcycle-racer-in-full-helmet-and-gloves-watercolor-hand-draw-1.jpg","width":2048,"height":2048,"caption":"Firefly-manga-stylu-ilustrace-motocyklov\u00e9ho-z\u00e1vodn\u00edka-v-p\u0159ilb\u011b-a-rukavic\u00edch-akvarelov\u00e1-ru\u010dn\u00ed-kresba-1"},{"@type":"BreadcrumbList","@id":"https:\/\/rtrsports.com\/cs\/blog\/licence-v-motoristickem-sportu\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/rtrsports.com\/cs\/"},{"@type":"ListItem","position":2,"name":"Licencov\u00e1n\u00ed v motoristick\u00e9m sportu: jak funguje a pro\u010d se zna\u010dce vyplat\u00ed"}]},{"@type":"WebSite","@id":"https:\/\/rtrsports.com\/cs\/#website","url":"https:\/\/rtrsports.com\/cs\/","name":"RTR Sports Marketing","description":"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.","publisher":{"@id":"https:\/\/rtrsports.com\/cs\/#organization"},"alternateName":"RTR Sports","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/rtrsports.com\/cs\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"cs"},{"@type":"Organization","@id":"https:\/\/rtrsports.com\/cs\/#organization","name":"RTR Sports Marketing","alternateName":"RTR sports","url":"https:\/\/rtrsports.com\/cs\/","logo":{"@type":"ImageObject","inLanguage":"cs","@id":"https:\/\/rtrsports.com\/cs\/#\/schema\/logo\/image\/","url":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/01\/rtrsports-anniversary-1.jpg","contentUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/01\/rtrsports-anniversary-1.jpg","width":946,"height":260,"caption":"RTR Sports Marketing"},"image":{"@id":"https:\/\/rtrsports.com\/cs\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/RTRSportsMarketing\/","https:\/\/x.com\/rtrsports","https:\/\/www.linkedin.com\/company\/rtr-sports-marketing\/","https:\/\/www.wikidata.org\/wiki\/Q7797317"],"description":"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.","email":"info@rtrsports.com","legalName":"RTR Sports Marketing LTD","numberOfEmployees":{"@type":"QuantitativeValue","minValue":"1","maxValue":"10"}},{"@type":"Person","@id":"https:\/\/rtrsports.com\/cs\/#\/schema\/person\/7ca2648b3d857cbfff8c499aaed0420e","name":"Riccardo Taf\u00e0","image":{"@type":"ImageObject","inLanguage":"cs","@id":"https:\/\/secure.gravatar.com\/avatar\/0e03f35d1883656b70508e45dddcbdf581004a3a428fe432d9559b9bbffe803c?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/0e03f35d1883656b70508e45dddcbdf581004a3a428fe432d9559b9bbffe803c?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/0e03f35d1883656b70508e45dddcbdf581004a3a428fe432d9559b9bbffe803c?s=96&d=mm&r=g","caption":"Riccardo Taf\u00e0"},"description":"Riccardo Taf\u00e0 is the founder and Managing Director of RTR Sports Marketing, the independent motorsport sponsorship agency he established in 1995. A law graduate of the University of Bologna, he began his career in PR in London before moving into motorsport, and has spent more than 30 years structuring sponsorship partnerships in Formula 1 and MotoGP - closing over 100 deals across eight championships with properties including McLaren, Williams, Ducati, Honda HRC, Yamaha Factory Racing and Dorna Sports. He writes on sponsorship strategy, commercial rights, pricing, and ROI measurement for brands entering motorsport at every budget level.","sameAs":["https:\/\/rtrsports.com","https:\/\/uk.linkedin.com\/in\/riccardotafa"],"url":"https:\/\/rtrsports.com\/cs\/author\/riccardo\/"}]}},"permalink_manager":null,"_links":{"self":[{"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/posts\/255281","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/comments?post=255281"}],"version-history":[{"count":4,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/posts\/255281\/revisions"}],"predecessor-version":[{"id":361530,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/posts\/255281\/revisions\/361530"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/media\/282924"}],"wp:attachment":[{"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/media?parent=255281"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/categories?post=255281"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/tags?post=255281"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}