{"id":255621,"date":"2024-09-23T09:07:51","date_gmt":"2024-09-23T07:07:51","guid":{"rendered":"https:\/\/rtrsports.com\/blog\/level-experiential-sponsorship\/"},"modified":"2025-07-04T13:11:21","modified_gmt":"2025-07-04T11:11:21","slug":"level-experiential-sponsorship","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/level-experiential-sponsorship\/","title":{"rendered":"Z\u00e1\u017eitkov\u00e1 rovina ve sponzoringu: pro\u010d je d\u016fle\u017eit\u00e9 dot\u00fdkat se, abychom v\u011b\u0159ili?"},"content":{"rendered":"

Je sobota 15:02, kdy\u017e se k nebi vznese k\u0159ik t\u00e9m\u011b\u0159 300ko\u0148ov\u00fdch prototyp\u016f MotoGP<\/strong> a dvaadvacet bolid\u016f se vyd\u00e1 do zej\u00edc\u00ed \u010delisti prvn\u00ed zat\u00e1\u010dky. Luca, kter\u00fd nikdy p\u0159edt\u00edm nevid\u011bl z\u00e1vodn\u00ed motorku zbl\u00edzka, si zacp\u00e1v\u00e1 u\u0161i dlan\u011bmi a sna\u017e\u00ed se sledovat motorky svi\u0161t\u00edc\u00ed kolem n\u011bj od st\u011bny box\u016f.<\/p>\n

Na tv\u00e1\u0159i se mu objev\u00ed \u00fasm\u011bv, sm\u011bs adrenalinu, vzru\u0161en\u00ed<\/strong> a ned\u016fv\u011bry<\/strong>. Jakmile \u0159idi\u010di projedou prvn\u00ed pravoto\u010divou zat\u00e1\u010dkou a zmiz\u00ed v horizontu zat\u00e1\u010dek, vzdaluje se i zvuk v\u00fdfuk\u016f. Teprve tehdy se Luca oto\u010d\u00ed a rozhl\u00e9dne se: modr\u00e1 obloha, statis\u00edce div\u00e1k\u016f se zatajen\u00fdm dechem, vlajky laskan\u00e9 v\u011btrem, duhov\u00e9 barvy box\u016f a na\u0161kroben\u00e9 uniformy person\u00e1lu, kter\u00fd nyn\u00ed sleduje d\u011bn\u00ed na obrazovk\u00e1ch uvnit\u0159 gar\u00e1\u017e\u00ed. „To v\u0161echno je naprosto neuv\u011b\u0159iteln\u00e9<\/strong>,“ \u0159\u00edk\u00e1.<\/p>\n

Pokud je jm\u00e9no Luca’s smy\u0161len\u00e9, zbytek tohoto mal\u00e9ho p\u0159\u00edb\u011bhu smy\u0161len\u00fd nen\u00ed, a to proto, aby sv\u011bd\u010dil o rozhoduj\u00edc\u00edm v\u00fdznamu z\u00e1\u017eitkov\u00e9ho aspektu sportovn\u00edho sponzoringu <\/strong>.<\/p>\n

\"sponzorstv\u00edDot\u00fdkat se znamen\u00e1 v\u011b\u0159it<\/h2>\n

Jak ji\u017e bylo na t\u011bchto str\u00e1nk\u00e1ch mnohokr\u00e1t zm\u00edn\u011bno, jednou ze zvl\u00e1\u0161tnost\u00ed sportovn\u00edho sponzoringu je \u00fast\u0159edn\u00ed role multisenzoriky ve sportu a sportovn\u00ed ud\u00e1losti.<\/strong> Existuje \u0159ada studi\u00ed, kter\u00e9 ukazuj\u00ed, \u017ee emocion\u00e1ln\u00ed a kognitivn\u00ed s\u00edla p\u011bti smysl\u016f p\u0159isp\u00edv\u00e1 ke komunika\u010dn\u00ed s\u00edle sportu, a t\u00edm i k \u00fa\u010dinnosti sportovn\u00edho marketingu<\/strong>.<\/p>\n

Thorsten Tham ve sv\u00e9 knize„Multisenzorick\u00fd dopad sportovn\u00edch akc\u00ed“<\/em>(Schriftenreihe der HHL Leipzig Graduate School of Management, 2016) p\u00ed\u0161e: „Multisenzorick\u00fd a holistick\u00fd smyslov\u00fd p\u0159\u00edstup, kter\u00fd lze \u00fasp\u011b\u0161n\u011b realizovat [ve sportu] pomoc\u00ed n\u00e1stroj\u016f \u017eiv\u00e9 komunikace, usnad\u0148uje osobn\u00ed, p\u0159\u00edm\u00e9 a interaktivn\u00ed spojen\u00ed sportovn\u00edho objektu s n\u00e1v\u0161t\u011bvn\u00edky b\u011bhem akce a umo\u017e\u0148uje uchov\u00e1vat jedine\u010dn\u00e9 a trval\u00e9 z\u00e1\u017eitky. Na z\u00e1klad\u011b t\u00e9to skute\u010dnosti jsou odborn\u00edci z teoretick\u00fdch i praktick\u00fdch obor\u016f p\u0159esv\u011bd\u010deni, \u017ee multisenzorick\u00e9 p\u0159\u00edstupy v oblasti brand managementu nad\u00e1le nab\u00fdvaj\u00ed na v\u00fdznamu.“<\/p>\n

Pro fanou\u0161ky a nad\u0161ence na cel\u00e9m sv\u011bt\u011b to nen\u00ed \u017e\u00e1dn\u00e1 novinka, pr\u00e1v\u011b naopak: sportovn\u00ed konzumenti v\u017edy v\u011bd\u011bli, \u017ee je rozd\u00edl mezi sledov\u00e1n\u00edm televize a n\u00e1v\u0161t\u011bvou stadionu. A tento rozd\u00edl, nikoli p\u0159ekvapiv\u011b, spo\u010d\u00edv\u00e1 v zapojen\u00ed v\u0161ech smysl\u016f, kter\u00e9 televizn\u00ed obrazovka nedok\u00e1\u017ee zprost\u0159edkovat. Je to chlad na k\u016f\u017ei za podzimn\u00edho ve\u010dera, chu\u0165 piva vypit\u00e9ho na tribun\u011b s p\u0159\u00e1teli, nevysv\u011btliteln\u00fd pocit, kter\u00fd za\u017e\u00edv\u00e1te, kdy\u017e dav zp\u00edv\u00e1 a sk\u00e1\u010de v jednom \u0161iku. Ale to nen\u00ed v\u0161echno: je tu cesta na stadion nebo na dr\u00e1hu, je tu proch\u00e1zka mezi st\u00e1nky prodejc\u016f merchandisingu, je tu nevyhnuteln\u00e1 fronta u baru, abyste dostali n\u011bco k zakousnut\u00ed. To v\u0161e, jak n\u00e1m dnes \u0159\u00edk\u00e1 literatura, pom\u00e1h\u00e1 kognitivn\u011b upevnit z\u00e1\u017eitek a zes\u00edlit vzpom\u00ednku a emoce, kter\u00e9<\/strong> se p\u0159i n\u011bm dostav\u00ed. Emocion\u00e1ln\u00ed slo\u017eky, kter\u00e9 se v podstat\u011b s\u010d\u00edtaj\u00ed s kognitivn\u00edmi.<\/p>\n

\"sponzorstv\u00edEmoce, sponzoring, anga\u017eovanost<\/h2>\n

Ka\u017ed\u00fd, kdo se zab\u00fdv\u00e1 marketingem, v\u00ed, jak d\u016fle\u017eitou roli hraj\u00ed emoce p\u0159i vytv\u00e1\u0159en\u00ed hodnoty. Nen\u00ed n\u00e1hodou, \u017ee v pr\u016fb\u011bhu let se do pop\u0159ed\u00ed st\u00e1le v\u00edce dost\u00e1v\u00e1 koncept emocion\u00e1ln\u00ed vazby ke zna\u010dce (Emotional Brand Attachment, EBA)<\/strong>, tj. emocion\u00e1ln\u00ed vztah, kter\u00fd vznik\u00e1 ke zna\u010dce, pokud je schopna vyvolat pozitivn\u00ed pocity a emoce. Zjednodu\u0161en\u011b \u0159e\u010deno: \u010d\u00edm v\u00edce je n\u011bco schopno vyvolat v n\u00e1s dobr\u00e9 pocity, t\u00edm v\u00edce m\u00e1me tendenci si to \u010dasem vyb\u00edrat.<\/strong><\/p>\n

Uzav\u0159eme-li kruh tohoto p\u0159\u00edpadu, je snadn\u00e9 pochopit, jak je tento p\u0159\u00edstup k multisenzori\u010dnosti ve sponzoringu st\u00e1le d\u016fle\u017eit\u011bj\u0161\u00ed: pokud v n\u00e1s dotek dok\u00e1\u017ee vyvolat v\u00edce emoc\u00ed, pak je n\u00e1sledn\u011b schopen ovlivnit chov\u00e1n\u00ed spot\u0159ebitele. <\/strong><\/p>\n

\u010c\u00edm v\u00edce je zapojeno p\u011bt smysl\u016f, t\u00edm v\u011bt\u0161\u00ed je zapojen\u00ed, t\u00edm vy\u0161\u0161\u00ed je \u00fa\u010dinnost sponzoringu a t\u00edm v\u011bt\u0161\u00ed je p\u0159\u00ednos pro zna\u010dku.<\/strong><\/p>\n

V\u011bk podce\u0148ov\u00e1n\u00ed<\/h2>\n

Tato \u00favaha z\u00edsk\u00e1v\u00e1 dal\u0161\u00ed strukturu ve spojen\u00ed s dal\u0161\u00edm t\u00e9matem, kter\u00e9mu se na t\u011bchto str\u00e1nk\u00e1ch \u010dasto v\u011bnujeme, a sice st\u00e1le klesaj\u00edc\u00edm v\u00fdznamem viditelnosti (expozice) zna\u010dky v r\u00e1mci modern\u00edho sportovn\u00edho sponzoringu.<\/p>\n

V tomto ohledu je dob\u0159e pochopiteln\u00e9, \u017ee je t\u0159eba se vyhnout zbyte\u010dn\u00fdm nejasnostem. Ne\u0159\u00edk\u00e1 se zde, \u017ee um\u00edst\u011bn\u00ed loga na dres Premier League<\/strong>, v\u016fz Formule 1<\/strong> nebo motocykl MotoGP<\/strong> je zbyte\u010dn\u00e9: velmi velk\u00e9 zna\u010dky a velmi velk\u00e1 sponzorstv\u00ed za\u010d\u00ednaj\u00ed pr\u00e1v\u011b z pozic presti\u017en\u00edho zviditeln\u011bn\u00ed, kter\u00e9 jsou v\u0161ak v\u00fdchoz\u00edm bodem, nikoli koncem cesty. To, o \u010dem se mluv\u00ed, je, \u017ee pokud toto logo z\u016fstane osamocen\u00e9 a bez aktivac\u00ed, kter\u00e9 by podpo\u0159ily jeho d\u016fvody a marketingov\u00e9 strategie, pak je t\u00e9m\u011b\u0159 k ni\u010demu. V dob\u011b, kdy je ka\u017ed\u00fd spot\u0159ebitel denn\u011b zaplavov\u00e1n stovkami sd\u011blen\u00ed a kdy se neust\u00e1le zvy\u0161uje expozice neuv\u011b\u0159iteln\u00e9mu mno\u017estv\u00ed zna\u010dek, je zviditeln\u011bn\u00ed bez anga\u017eovanosti bezv\u00fdsledn\u00e9.<\/p>\n

Znovu a zjednodu\u0161en\u011b \u0159e\u010deno, vid\u011bn\u00ed bez dotyku dnes nen\u00ed p\u0159\u00edli\u0161 \u00fa\u010dinn\u00e9.<\/strong><\/p>\n

V tom v\u0161em se v posledn\u00edm desetilet\u00ed vytvo\u0159il mal\u00fd v\u00edr d\u00edky bou\u0159liv\u00e9mu n\u00e1stupu soci\u00e1ln\u00edch m\u00e9di\u00ed a jejich bezprost\u0159edn\u011b \u00fast\u0159edn\u00ed roli v ka\u017edodenn\u00edm \u017eivot\u011b v\u0161ech: spot\u0159ebitel\u016f, zna\u010dek a sportovn\u00edch za\u0159\u00edzen\u00ed. Tento v\u00edr -a n\u00e1sledn\u00e9 vertigo- vypl\u00fdv\u00e1 p\u0159edev\u0161\u00edm z hybridn\u00ed povahy soci\u00e1ln\u00edch m\u00e9di\u00ed a jejich extr\u00e9mn\u011b flexibiln\u00edho a prom\u011bnliv\u00e9ho vyu\u017e\u00edv\u00e1n\u00ed. Mezi odborn\u00edky na komunikaci ve skute\u010dnosti existuje judikatura ohledn\u011b m\u00edsta soci\u00e1ln\u00edch m\u00e9di\u00ed ve strategi\u00edch Above the Line<\/strong> nebo Below the Line<\/strong>: je sice jist\u011b pravda, \u017ee \u00fa\u010dinn\u00fdm p\u0159\u00edsp\u011bvkem \u010dlov\u011bk zas\u00e1hne velk\u00e9 mno\u017estv\u00ed lid\u00ed, ale je tak\u00e9 pravda, \u017ee interakce, kterou tyto n\u00e1stroje umo\u017e\u0148uj\u00ed, je vysoce personalizovan\u00e1. \u0160alamounsky n\u011bkte\u0159\u00ed odborn\u00edci navrhuj\u00ed za\u0159adit soci\u00e1ln\u00ed m\u00e9dia do nov\u00e9 kategorie komunika\u010dn\u00edch n\u00e1stroj\u016f, do kategorie Through the Line<\/strong>.<\/p>\n

Krom\u011b teoretick\u00fdch \u00favah si dne\u0161n\u00ed market\u00e9\u0159i kladou n\u00e1sleduj\u00edc\u00ed ot\u00e1zku: Zviditel\u0148uj\u00ed soci\u00e1ln\u00ed m\u00e9dia, nebo zprost\u0159edkov\u00e1vaj\u00ed zapojen\u00ed<\/strong>? Jestli\u017ee na za\u010d\u00e1tku experimentu se soci\u00e1ln\u00edmi s\u00edt\u011bmi byli lid\u00e9 p\u0159esv\u011bd\u010deni, \u017ee lajkov\u00e1n\u00ed, sd\u00edlen\u00ed a komentov\u00e1n\u00ed jsou „aktivn\u00ed“ operace zapojen\u00ed, nyn\u00ed je st\u00e1le jasn\u011bj\u0161\u00ed, \u017ee velk\u00e9 zna\u010dky spol\u00e9haj\u00ed na velk\u00e9 mno\u017estv\u00ed influencer\u016f – v\u010detn\u011b sportovn\u00edch nemovitost\u00ed a sportovc\u016f -, kte\u0159\u00ed generuj\u00ed nov\u00e9 zviditeln\u011bn\u00ed. Pot\u00e9, co se vytratilo velk\u00e9 nad\u0161en\u00ed z po\u010d\u00e1tk\u016f – a velk\u00e9 roz\u010darov\u00e1n\u00ed z obdob\u00ed pandemie, kdy se zjistilo, \u017ee na Instagramu nebo Facebooku se toho d\u00e1 ud\u011blat jen velmi m\u00e1lo, pokud se neb\u011bh\u00e1 a nehraje doopravdy -, je nyn\u00ed do o\u010d\u00ed bij\u00edc\u00ed, \u017ee \u00fa\u010dinnost soci\u00e1ln\u00edch m\u00e9di\u00ed kles\u00e1, zejm\u00e9na jako p\u0159\u00edm\u00e9ho komer\u010dn\u00edho hnac\u00edho motoru.<\/p>\n

Pr\u00e1v\u011b to vysv\u011btluje studie<\/a> Teresy Fernandes<\/strong> a Rodriga Oliveiry<\/strong> z roku 2024 s n\u00e1zvem „Zna\u010dky jako hnac\u00ed s\u00edla \u00fanavy ze soci\u00e1ln\u00edch m\u00e9di\u00ed a jej\u00ed vliv na odpojen\u00ed u\u017eivatel\u016f: pohled mlad\u00fdch spot\u0159ebitel\u016f“. Auto\u0159i p\u00ed\u0161\u00ed: „V\u00fdsledky \u00fanavy ze soci\u00e1ln\u00edch m\u00e9di\u00ed mohou b\u00fdt \u0161kodliv\u00e9 jak pro jednotlivce, tak pro zna\u010dky. V p\u0159\u00edpad\u011b zna\u010dek je SMF spojena se sn\u00ed\u017eenou anga\u017eovanost\u00ed v soci\u00e1ln\u00edch m\u00e9di\u00edch, kdy u\u017eivatel\u00e9 v\u011bnuj\u00ed m\u00e9n\u011b pozornosti sd\u011blen\u00edm zna\u010dky a st\u00e1vaj\u00ed se vyb\u00edrav\u011bj\u0161\u00edmi ve sv\u00e9m medi\u00e1ln\u00edm p\u016fsoben\u00ed, co\u017e m\u00e1 negativn\u00ed dopad na v\u00fdkonnost zna\u010dky“.<\/p>\n

Na z\u00e1v\u011br t\u00e9to z\u00e1vorky je t\u0159eba znovu zd\u016fraznit, \u017ee se t\u00edm ne\u0159\u00edk\u00e1, \u017ee soci\u00e1ln\u00ed m\u00e9dia nejsou cenn\u00fdm a obl\u00edben\u00fdm komunika\u010dn\u00edm n\u00e1strojem. \u0158\u00edk\u00e1 pouze, \u017ee zde, stejn\u011b jako v jin\u00fdch oblastech, zp\u016fsobuje p\u0159\u00edli\u0161n\u00e1 exponovanost zna\u010dek kolaps \u00fa\u010dinnosti tohoto n\u00e1stroje a – v n\u011bkter\u00fdch p\u0159\u00edpadech – odv\u00e1d\u00ed spot\u0159ebitele od zna\u010dky, m\u00edsto aby se k n\u00ed p\u0159ibl\u00ed\u017eil.<\/p>\n

\"sponzorstv\u00ed<\/h2>\n

Aktivace a zku\u0161enost<\/h2>\n

Tento p\u0159\u00edstup k multisenzori\u010dnosti<\/strong> jako k podpo\u0159e v\u00fdkonnosti sponzoringu vrac\u00ed ud\u00e1losti a \u00fa\u010dast do centra aktiva\u010dn\u00edho syst\u00e9mu s velkou silou. \u010casto opom\u00edjen\u00e9 marketingov\u00e9 v\u00fdhody, jako je vyu\u017eit\u00ed p\u0159edv\u00e1d\u011bc\u00edch motocykl\u016f a showcar\u016f<\/strong>, osobn\u00ed z\u00e1\u017eitky, jako je pohostinnost<\/strong> nebo prohl\u00eddka tov\u00e1rny, a p\u0159\u00edle\u017eitosti ke kontaktu s objektem, jako jsou setk\u00e1n\u00ed a pozdravy nebo vystoupen\u00ed jezdc\u016f, se op\u011bt st\u00e1vaj\u00ed \u00fast\u0159edn\u00edmi v logice firemn\u00edho marketingu.<\/p>\n

Velk\u00e9 mezin\u00e1rodn\u00ed s\u00e9rie, jako je Formule 1<\/strong> a MotoGP<\/strong>, nab\u00edzej\u00ed sponzorsk\u00fdm spole\u010dnostem dodate\u010dn\u00e9 pr\u00e1vo na mobiln\u00ed marketingov\u00e9 pittaformy. Tyto \u0161ampion\u00e1ty, kter\u00e9 se v pr\u016fb\u011bhu sez\u00f3ny dot\u00fdkaj\u00ed des\u00edtek a des\u00edtek r\u016fzn\u00fdch zem\u00ed, umo\u017e\u0148uj\u00ed velk\u00fdm nadn\u00e1rodn\u00edm skupin\u00e1m nekone\u010dn\u011b v\u00edce aktivac\u00ed na m\u00edst\u011b a mo\u017enost\u00ed \u017eiv\u00e9ho zapojen\u00ed: vzpome\u0148te si na akce ve m\u011bstech, kde se konaj\u00ed Velk\u00e9 ceny, nebo na mo\u017enosti poho\u0161t\u011bn\u00ed pro VIP a zainteresovan\u00e9 osoby z r\u016fzn\u00fdch zem\u00ed.<\/p>\n

Dal\u0161\u00edm krokem v tomto sm\u011bru je postupn\u00e1 p\u0159em\u011bna sportovn\u00edch akc\u00ed, kter\u00e1 prob\u00edh\u00e1 ji\u017e n\u011bkolik let, z pouh\u00e9 ud\u00e1losti na velk\u00fd obsahov\u00fd festival<\/strong>. Sout\u011b\u017ee a z\u00e1pasy jsou nyn\u00ed po cel\u00e9 hodiny – a n\u011bkdy i dny – obklopeny koncerty, p\u0159ehl\u00eddkami a p\u0159edstaven\u00edmi v\u0161eho druhu, stejn\u011b jako bohatou a st\u00e1le se roz\u0161i\u0159uj\u00edc\u00ed nab\u00eddkou merchandisingu a st\u00e1nk\u016f s j\u00eddlem a n\u00e1poji. Po\u0159adatel\u00e9 – kte\u0159\u00ed jsou tak\u00e9 sou\u010d\u00e1st\u00ed velk\u00e9ho sv\u011bta sportovn\u00edch nemovitost\u00ed – dob\u0159e v\u011bd\u00ed, \u017ee \u010d\u00edm v\u00edce lid\u00ed se fyzicky nach\u00e1z\u00ed v are\u00e1lu akce, \u010d\u00edm v\u00edce se jich dot\u00fdk\u00e1 a \u010d\u00edm v\u00edce se jich \u00fa\u010dastn\u00ed, t\u00edm siln\u011bj\u0161\u00ed je jejich vazba na akci samotnou a t\u00edm vy\u0161\u0161\u00ed je spot\u0159eba a mo\u017enost n\u00e1vratu v n\u00e1sleduj\u00edc\u00edm roce.<\/p>\n

Budoucnost sponzoringu v sou\u010dasnosti<\/h3>\n

Pro market\u00e9ry a odborn\u00edky z praxe je v prvn\u00ed \u0159ad\u011b v\u00fdzvou p\u0159ekonat starou a vy\u010dp\u011blou logiku spojenou se star\u00fdm pojet\u00edm sponzoringu a jasn\u011b je komunikovat a propagovat. Jestli\u017ee, jak ji\u017e bylo \u0159e\u010deno, viditelnost ji\u017e nen\u00ed j\u00e1drem dynamiky sponzoringu – nebo nen\u00ed v\u00edce ne\u017e pov\u011bstnou \u0161pi\u010dkou ledovce -, je dnes nutn\u00e9, aby zas\u00e1hly nov\u00e9 mechanismy a byly vybudov\u00e1ny nov\u00e9 modely \u00fa\u010dinn\u00e9ho partnerstv\u00ed zalo\u017een\u00e9 na obnoven\u00fdch teoretick\u00fdch a praktick\u00fdch z\u00e1kladech. Jak je vid\u011bt, pot\u0159eba n\u00e1vratu k hmatatelnosti a v\u00fdznam z\u00e1\u017eitkov\u00e9ho aspektu jsou jen n\u011bkter\u00fdmi aspekty tohoto nov\u00e9ho podniku.<\/p>\n

N\u011bkter\u00e9 ot\u00e1zky budou v nadch\u00e1zej\u00edc\u00edch letech st\u011b\u017eejn\u00ed.<\/strong><\/p>\n

Jak m\u016f\u017ee ka\u017ed\u00fd efektivn\u011b a osobn\u011b spolupracovat se sponzory zna\u010dky, se sportovn\u00edmi nemovitostmi, s ud\u00e1lostmi? Jak\u00e9 kroky p\u0159evz\u00edt a jak propojit aspekty vystaven\u00ed zna\u010dky, aktivace sponzoringu a online a offline marketingu? Jak vyu\u017e\u00edt digit\u00e1ln\u00ed technologie k pos\u00edlen\u00ed osobn\u00edho z\u00e1\u017eitku, a ne pouze jako alternativu k osobn\u00edmu z\u00e1\u017eitku? Jak personalizovat a u\u010dinit je\u0161t\u011b zapamatovateln\u011bj\u0161\u00edm posledn\u00ed metr komunikace od sponzora nebo nemovitosti k u\u017eivateli a spot\u0159ebiteli?<\/p>\n

Na tyto ot\u00e1zky se ji\u017e sna\u017e\u00ed odpov\u011bd\u011bt \u0159ada experiment\u016f a pokus\u016f, jejich\u017e v\u00fdsledky jsou fascinuj\u00edc\u00ed a vzru\u0161uj\u00edc\u00ed<\/strong>. A\u017e se nov\u00e1 paradigmata poda\u0159\u00ed zhmotnit a n\u00e1sledn\u011b p\u0159ev\u00e9st do v\u0161eobecn\u00e9 praxe, vstoup\u00edme do nov\u00e9 – mo\u017en\u00e1 plodn\u011bj\u0161\u00ed – \u00e9ry sportovn\u00edho sponzoringu.<\/p>\n","protected":false},"excerpt":{"rendered":"

Z\u00e1\u017eitkov\u00e1 rovina ve sponzoringu: pro\u010d je d\u016fle\u017eit\u00e9 dot\u00fdkat se, abychom v\u011b\u0159ili?<\/p>\n","protected":false},"author":2,"featured_media":255689,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20229,20228],"tags":[],"class_list":["post-255621","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-sponzoring","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"\nZ\u00e1\u017eitkov\u00e1 rovina ve sponzoringu: pro\u010d je d\u016fle\u017eit\u00e9 dot\u00fdkat se, abychom v\u011b\u0159ili? - RTR Sports<\/title>\n<meta name=\"description\" content=\"Z\u00e1\u017eitkov\u00e1 rovina ve sponzoringu: pro\u010d je d\u016fle\u017eit\u00e9 dot\u00fdkat se, abychom v\u011b\u0159ili?\" \/>\n<meta name=\"robots\" content=\"index, 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