{"id":273436,"date":"2024-11-25T12:22:59","date_gmt":"2024-11-25T11:22:59","guid":{"rendered":"https:\/\/rtrsports.com\/vice-nez-jen-zviditelneni-sponzorstvi-v-motoristickem-sportu-a-prilezitosti-b2b\/"},"modified":"2026-11-04T11:58:24","modified_gmt":"2026-11-04T10:58:24","slug":"vice-nez-jen-zviditelneni-sponzorstvi-v-motoristickem-sportu-a-prilezitosti-b2b","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/vice-nez-jen-zviditelneni-sponzorstvi-v-motoristickem-sportu-a-prilezitosti-b2b\/","title":{"rendered":"Sponzoring v motorsportu B2B: p\u011bt cest, jak p\u0159in\u00e1\u0161\u00ed obchod, nejen viditelnost"},"content":{"rendered":"<p>N\u011bkter\u00e9 sponzorsk\u00e9 smlouvy v motorsportu prod\u00e1vaj\u00ed viditelnost. Jin\u00e9 prod\u00e1vaj\u00ed p\u0159\u00edstup: k t\u00fdmu, kter\u00fd v\u00e1\u0161 produkt pou\u017e\u00edv\u00e1 ka\u017ed\u00fd z\u00e1vodn\u00ed v\u00edkend, do depa pln\u00e9ho lid\u00ed s rozhodovac\u00ed pravomoc\u00ed, na trhy, kde firma zat\u00edm nen\u00ed. Pro ty, kdo prod\u00e1vaj\u00ed jin\u00fdm firm\u00e1m, je d\u016fle\u017eit\u00e1 ta druh\u00e1 \u010d\u00e1st.<\/p>\n<p>Dob\u0159e to ukazuje jeden p\u0159\u00edklad. <strong>Oracle<\/strong> je titul\u00e1rn\u00edm partnerem Red Bull Racing od roku 2022, ale je\u0161t\u011b ne\u017e dal t\u00fdmu sv\u00e9 jm\u00e9no, byl u\u017e jeho dodavatelem cloudu: od roku 2021 b\u011b\u017e\u00ed simulace z\u00e1vodn\u00ed strategie na <strong>Oracle Cloud Infrastructure<\/strong>. V \u00fanoru 2026 byla smlouva prodlou\u017eena o n\u011bkolik let a roz\u0161\u00ed\u0159ena o agenta um\u011bl\u00e9 inteligence, kter\u00fd pom\u00e1h\u00e1 z\u00e1vodn\u00edm in\u017een\u00fdr\u016fm, a o \u0161ir\u0161\u00ed vyu\u017eit\u00ed aplikac\u00ed Oracle ve financ\u00edch, personalistice a marketingu t\u00fdmu. V cloudu Oracle byla navr\u017eena a otestov\u00e1na i nov\u00e1 hybridn\u00ed pohonn\u00e1 jednotka Red Bull Ford Powertrains. Logo na voze je ta \u010d\u00e1st, kterou je vid\u011bt. Referen\u010dn\u00ed z\u00e1kazn\u00edk je ta \u010d\u00e1st, kter\u00e1 prod\u00e1v\u00e1.<\/p>\n<p><strong>Ve zkratce<\/strong><\/p>\n<ol>\n<li><strong>Sponzoring v motorsportu<\/strong> se firm\u011b <strong>B2B<\/strong> vypl\u00e1c\u00ed hlavn\u011b p\u011bti zp\u016fsoby: produkt, kter\u00fd t\u00fdm pou\u017e\u00edv\u00e1, hospitality se z\u00e1kazn\u00edky, s\u00ed\u0165 ostatn\u00edch partner\u016f, p\u0159\u00edstup na trhy, kde se jezd\u00ed, a obsah a lid\u00e9 uvnit\u0159 firmy.<\/li>\n<li>Viditelnost je st\u00e1le u\u017eite\u010dn\u00e1, ale sama o sob\u011b jen z\u0159\u00eddka ospravedln\u00ed investici firmy, kter\u00e1 prod\u00e1v\u00e1 jin\u00fdm firm\u00e1m.<\/li>\n<li>N\u00e1vratnost se m\u011b\u0159\u00ed obchodn\u00edmi p\u0159\u00edle\u017eitostmi a ovlivn\u011bn\u00fdmi tr\u017ebami, ne medi\u00e1ln\u00ed hodnotou.<\/li>\n<\/ol>\n<p><strong>Kl\u00ed\u010dov\u00e9 body<\/strong><\/p>\n<ul>\n<li><strong>Oracle<\/strong> s Red Bull Racing, <strong>Petronas<\/strong> s Mercedesem, <strong>ABB<\/strong> s Formul\u00ed E a <strong>TotalEnergies<\/strong> s mistrovstv\u00edm sv\u011bta vytrvalostn\u00edch voz\u016f jsou p\u0159\u00edpady, kdy produkt sponzora pracuje p\u0159\u00edmo uvnit\u0159 sout\u011b\u017ee.<\/li>\n<li><strong>DHL<\/strong> je logistick\u00fdm partnerem Formule 1 od roku 2004 a zakl\u00e1daj\u00edc\u00edm partnerem Formule E od roku 2013: dva \u0161ampion\u00e1ty, stejn\u00fd d\u016fkaz schopnost\u00ed.<\/li>\n<li>Depo a hospitality slou\u017e\u00ed k tomu, aby firma tr\u00e1vila \u010das se z\u00e1kazn\u00edky a potenci\u00e1ln\u00edmi z\u00e1kazn\u00edky v prost\u0159ed\u00ed, kter\u00e9 \u017e\u00e1dn\u00e1 kancel\u00e1\u0159 nenab\u00eddne.<\/li>\n<\/ul>\n<h2>Pro\u010d motorsport oslovuje firmy, kter\u00e9 prod\u00e1vaj\u00ed jin\u00fdm firm\u00e1m<\/h2>\n<p>\u0160pi\u010dkov\u00fd motorsport spojuje t\u0159i v\u011bci, kter\u00e9 jen m\u00e1lo jin\u00fdch sport\u016f nab\u00edz\u00ed v jednom bal\u00ed\u010dku. Je to aplikovan\u00e1 technologie a t\u00fdmy jsou ve skute\u010dnosti in\u017een\u00fdrsk\u00e9 firmy. Obj\u00ed\u017ed\u00ed sv\u011bt a jeho kalend\u00e1\u0159e b\u011bhem jedin\u00e9 sezony zav\u00edtaj\u00ed do Evropy, Ameriky, Asie i na Bl\u00edzk\u00fd v\u00fdchod. A m\u00e1 depo postaven\u00e9 pro hosty: z\u00f3ny hospitality, akce jen pro partnery, p\u0159\u00edstup, kter\u00fd se ned\u00e1 koupit v pokladn\u011b.<\/p>\n<p>Pro spot\u0159ebitelskou zna\u010dku z\u016fst\u00e1v\u00e1 hlavn\u00ed hodnotou publikum p\u0159ed obrazovkou. Pro firmu B2B jsou po\u010dty jin\u00e9. Spr\u00e1vn\u00e1 ot\u00e1zka nezn\u00ed, kolik lid\u00ed z\u00e1vod sleduje. Zn\u00ed, kolik z nich, a z t\u011bch, kdo jsou p\u0159\u00edmo na okruhu, podepisuje smlouvy v oboru sponzora.<\/p>\n<p>P\u0159ehled podle odv\u011btv\u00ed jsme shrnuli v na\u0161em <a href=\"https:\/\/rtrsports.com\/cs\/blog\/sponzorstvi-v-motoristickem-sportu-pro-technologicke-a-saas-znacky-pruvodce-pro-rok-2026\/\">pr\u016fvodci sponzoringem v motorsportu pro technologick\u00e9 a SaaS zna\u010dky<\/a>. Tady se soust\u0159ed\u00edme na mechanismy, kter\u00e9 z partnerstv\u00ed d\u011blaj\u00ed obchod.<\/p>\n<h2>P\u011bt cest, jimi\u017e sponzoring p\u0159in\u00e1\u0161\u00ed obchod B2B<\/h2>\n<h3>1. Produkt, kter\u00fd t\u00fdm pou\u017e\u00edv\u00e1<\/h3>\n<p>Je to nejsiln\u011bj\u0161\u00ed cesta, proto\u017ee ze sponzora d\u011bl\u00e1 dodavatele. Kdy\u017e t\u00fdm pou\u017e\u00edv\u00e1 produkt k v\u00edt\u011bzstv\u00ed, pro\u0161el tento produkt zkou\u0161kou, kterou \u017e\u00e1dn\u00e1 bro\u017eura nenasimuluje, a z\u00e1kazn\u00edk B2B to v\u00ed.<\/p>\n<p>Krom\u011b Oracle existuje mnoho dal\u0161\u00edch p\u0159\u00edklad\u016f. <strong>Petronas<\/strong> je titul\u00e1rn\u00edm a technick\u00fdm partnerem Mercedesu od roku 2010: vyv\u00edj\u00ed paliva a maziva t\u00fdmu a v roce 2026, prvn\u00edm roce, kdy Formule 1 p\u0159edepisuje stoprocentn\u011b udr\u017eiteln\u00e9 palivo, dod\u00e1v\u00e1 pokro\u010dil\u00e9 udr\u017eiteln\u00e9 palivo pro vozy Mercedes. U\u017e v roce 2022 byla smlouva prodlou\u017eena i na obdob\u00ed po roce 2026. <strong>TotalEnergies<\/strong>, ofici\u00e1ln\u00ed dodavatel paliva mistrovstv\u00ed sv\u011bta vytrvalostn\u00edch voz\u016f od roku 2018, nechal v roce 2022 v\u0161echny vozy z\u00e1vodit s Excellium Racing 100, obnoviteln\u00fdm palivem na b\u00e1zi bioethanolu vyroben\u00e9ho ze zbytk\u016f po v\u00fdrob\u011b v\u00edna, a od roku 2026 dod\u00e1v\u00e1 jeho n\u00e1stupce Excellium Racing evo. <strong>ABB<\/strong> je titul\u00e1rn\u00edm partnerem Formule E od roku 2018 a smlouvu obnovila v roce 2025; od \u00e9ry Gen3 dod\u00e1v\u00e1 i nab\u00edjec\u00ed technologii pro vozy a FIA j\u00ed tuto roli potvrdila tak\u00e9 pro nov\u00e9 vozy Gen4. Pro firmu, kter\u00e1 prod\u00e1v\u00e1 \u0159e\u0161en\u00ed pro elektrifikaci, je \u0161ampion\u00e1t elektrick\u00fdch voz\u016f nejprve technickou v\u00fdkladn\u00ed sk\u0159\u00edn\u00ed, a teprve potom reklamn\u00ed.<\/p>\n<p>Omezen\u00ed t\u00e9to cesty spo\u010d\u00edv\u00e1 v tom, \u017ee vy\u017eaduje produkt, kter\u00fd je pro t\u00fdm opravdu u\u017eite\u010dn\u00fd. B\u011b\u017en\u00fd software nez\u00edsk\u00e1 na d\u016fv\u011bryhodnosti jen proto, \u017ee je nainstalovan\u00fd v z\u00e1vodn\u00edm odd\u011blen\u00ed. Technologie, kter\u00e1 ovliv\u0148uje v\u00fdkon, ano.<\/p>\n<h3>2. Hospitality se z\u00e1kazn\u00edky<\/h3>\n<p>Velk\u00e1 cena je jednou z m\u00e1la p\u0159\u00edle\u017eitost\u00ed, kdy gener\u00e1ln\u00ed \u0159editel r\u00e1d str\u00e1v\u00ed s dodavatelem cel\u00fd den. Z\u00f3ny hospitality Formule 1 a MotoGP, p\u0159\u00edstup do depa a n\u00e1v\u0161t\u011bva box\u016f umo\u017e\u0148uj\u00ed vytvo\u0159it se z\u00e1kazn\u00edkem spole\u010dn\u00fd \u010das, kter\u00fd v kancel\u00e1\u0159i neexistuje.<\/p>\n<p>Podle na\u0161ich zku\u0161enost\u00ed se hospitality vyplat\u00ed, kdy\u017e se p\u0159ipravuje jako obchodn\u00ed sch\u016fzka: host\u00e9 vybran\u00ed podle prob\u00edhaj\u00edc\u00edch jedn\u00e1n\u00ed, c\u00edl pro ka\u017ed\u00e9ho hosta a navazuj\u00edc\u00ed kroky v n\u00e1sleduj\u00edc\u00edch t\u00fddnech. Bez t\u00e9to pr\u00e1ce z\u016fstane jen p\u011bkn\u00fd v\u00edkend. V\u00edce o tom p\u00ed\u0161eme na str\u00e1nce v\u011bnovan\u00e9 <a href=\"https:\/\/rtrsports.com\/cs\/motogp-hospitality\/\">hospitality v MotoGP<\/a>.<\/p>\n<h3>3. S\u00ed\u0165 ostatn\u00edch partner\u016f<\/h3>\n<p>\u0160pi\u010dkov\u00fd t\u00fdm m\u00e1 obvykle \u0161irok\u00e9 portfolio partner\u016f a mnoho z nich jsou firmy, kter\u00e9 nakupuj\u00ed slu\u017eby od jin\u00fdch firem. Pro sponzora B2B je tento seznam z\u00e1rove\u0148 seznamem potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f, dodavatel\u016f nebo spojenc\u016f, s nimi\u017e sd\u00edl\u00ed akce, hosty a komunika\u010dn\u00ed p\u0159\u00edle\u017eitosti.<\/p>\n<p>Podle na\u0161ich zku\u0161enost\u00ed t\u00fdmy tyto kontakty podporuj\u00ed setk\u00e1n\u00edmi jen pro partnery a o toto pr\u00e1vo lze po\u017e\u00e1dat, aby bylo zaps\u00e1no ve smlouv\u011b. Hodnota roste, kdy\u017e si partne\u0159i vyb\u00edraj\u00ed i navz\u00e1jem, nejen t\u00fdm: dv\u011b firmy, kter\u00e9 spole\u010dn\u011b oslovuj\u00ed spole\u010dn\u00e9ho z\u00e1kazn\u00edka, maj\u00ed o argument v\u00edc. Je to stejn\u00fd princip, kter\u00fd jsme popsali v \u010dl\u00e1nku o <a href=\"https:\/\/rtrsports.com\/cs\/partnerstvi-sportovni-rozvoj-dosah\/\">strategick\u00fdch partnerstv\u00edch ve sportu<\/a>: funguje, kdy\u017e ka\u017ed\u00e1 strana p\u0159inese t\u00e9 druh\u00e9 n\u011bco, co nem\u011bla.<\/p>\n<h3>4. P\u0159\u00edstup na trhy, kde se jezd\u00ed<\/h3>\n<p>Kalend\u00e1\u0159 zavede sponzora tam, kde se odehr\u00e1v\u00e1 jeho byznys. Pro firmu, kter\u00e1 chce vstoupit do ur\u010dit\u00e9 zem\u011b, je m\u00edstn\u00ed Velk\u00e1 cena vz\u00e1cnou p\u0159\u00edle\u017eitost\u00ed: akce, kterou zbl\u00edzka sleduj\u00ed m\u00edstn\u00ed instituce, m\u00e9dia i podniky, a sponzor je uvnit\u0159, ne venku.<\/p>\n<p>Ot\u00e1zka, kterou si je t\u0159eba polo\u017eit, je jednoduch\u00e1: vedou z\u00e1vody vybran\u00e9ho seri\u00e1lu nebo t\u00fdmu p\u0159es trhy, na kter\u00fdch chce firma r\u016fst? Pokud je odpov\u011b\u010f ne, ani nejpresti\u017en\u011bj\u0161\u00ed depo moc nepom\u016f\u017ee. Pokud ano, z\u00e1vodn\u00ed v\u00edkend se stane chv\u00edl\u00ed, kdy lze soust\u0159edit sch\u016fzky, n\u00e1v\u0161t\u011bvy z\u00e1kazn\u00edk\u016f a prezentace, kter\u00e9 by jinak vy\u017eadovaly m\u011bs\u00edce cestov\u00e1n\u00ed.<\/p>\n<h3>5. Obsah a lid\u00e9 firmy<\/h3>\n<p>Partnerstv\u00ed s t\u00fdmem p\u0159in\u00e1\u0161\u00ed p\u0159\u00edb\u011bhy, kter\u00e9 firma B2B jinde jen t\u011b\u017eko najde: jak jej\u00ed produkt pracuje na trati, jak jej\u00ed technici spolupracuj\u00ed s in\u017een\u00fdry t\u00fdmu, jak\u00e9 v\u00fdsledky p\u0159inesla sezona. Je to obsah pro web, pro veletrhy a pro obchodn\u00ed t\u00fdm a obstoj\u00ed l\u00e9pe ne\u017e reklama, proto\u017ee vypr\u00e1v\u00ed o skute\u010dn\u00e9m pou\u017eit\u00ed.<\/p>\n<p>A je tu vnit\u0159n\u00ed publikum, na kter\u00e9 se \u010dasto zapom\u00edn\u00e1: zam\u011bstnanci. Kdy\u017e se lid\u00e9 z firmy dostanou do kontaktu s t\u00fdmem, v tov\u00e1rn\u011b nebo na okruhu, vzbud\u00ed to v nich hrdost a zapojen\u00ed. Podle na\u0161ich zku\u0161enost\u00ed to hraje roli i ve chv\u00edli, kdy firma hled\u00e1 technick\u00e9 pracovn\u00edky, proto\u017ee jm\u00e9no t\u00fdmu n\u011bco vypov\u00edd\u00e1 o \u00farovni pr\u00e1ce, kter\u00e1 se tu d\u011bl\u00e1.<\/p>\n<h2>DHL: logistika ve dvou \u0161ampion\u00e1tech<\/h2>\n<p>P\u0159\u00edpadem sponzoringu B2B, kter\u00fd stoj\u00ed za to prozkoumat zbl\u00edzka, je <strong>DHL<\/strong>. Firma je ofici\u00e1ln\u00edm logistick\u00fdm partnerem Formule 1 od roku 2004 a zakl\u00e1daj\u00edc\u00edm a logistick\u00fdm partnerem Formule E od roku 2013, tedy je\u0161t\u011b p\u0159edt\u00edm, ne\u017e elektrick\u00fd \u0161ampion\u00e1t odjel sv\u016fj prvn\u00ed z\u00e1vod. Po celou sezonu p\u0159ev\u00e1\u017e\u00ed z m\u011bsta do m\u011bsta vozy, technick\u00e9 vybaven\u00ed a infrastrukturu \u0161ampion\u00e1tu.<\/p>\n<p>Pro toho, kdo uva\u017euje jako sponzor B2B, je podstatn\u00e9, \u017ee slu\u017eba poskytovan\u00e1 \u0161ampion\u00e1tu je stejn\u00e1, jakou DHL prod\u00e1v\u00e1 sv\u00fdm z\u00e1kazn\u00edk\u016fm: p\u0159epravovat slo\u017eit\u00fd n\u00e1klad mezi zem\u011bmi v term\u00ednech, kter\u00e9 nelze zme\u0161kat. Ka\u017ed\u00fd z\u00e1vod se tak st\u00e1v\u00e1 ve\u0159ejnou uk\u00e1zkou t\u00e9to schopnosti, p\u0159\u00edmo p\u0159ed o\u010dima mana\u017eer\u016f logistiky, kter\u00e9 chce DHL z\u00edskat.<\/p>\n<p>DHL nezve\u0159ej\u0148uje obchodn\u00ed n\u00e1vratnost ani jednoho z t\u011bchto partnerstv\u00ed a k t\u011bm, kdo k tomu uv\u00e1d\u011bj\u00ed p\u0159esn\u00e1 \u010d\u00edsla, jsme opatrn\u00ed. Hodnoty sponzoringu se pe\u010dliv\u011b st\u0159e\u017e\u00ed a s ka\u017ed\u00fdm zve\u0159ejn\u011bn\u00fdm \u010d\u00edslem je t\u0159eba zach\u00e1zet skepticky, v\u010detn\u011b na\u0161ich.<\/p>\n<h2>Jak m\u011b\u0159it n\u00e1vratnost sponzoringu B2B<\/h2>\n<p>Medi\u00e1ln\u00ed hodnota, tedy kolik by st\u00e1lo koupit stejnou expozici jako reklamu, je u\u017eite\u010dn\u00e9 m\u011b\u0159\u00edtko pro srovn\u00e1n\u00ed bal\u00ed\u010dk\u016f. Je v\u0161ak \u0161patn\u00fdm ukazatelem obchodn\u00edho dopadu, zvl\u00e1\u0161\u0165 pro firmy, kter\u00e9 prod\u00e1vaj\u00ed jin\u00fdm firm\u00e1m a maj\u00ed m\u00e1lo z\u00e1kazn\u00edk\u016f s vysokou hodnotou. D\u016fle\u017eit\u00e9 jsou tyto ukazatele:<\/p>\n<table>\n<thead>\n<tr>\n<th>Ukazatel<\/th>\n<th>Co \u0159\u00edk\u00e1<\/th>\n<th>Jak se z\u00edsk\u00e1v\u00e1<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Obchodn\u00ed p\u0159\u00edle\u017eitosti otev\u0159en\u00e9 s hosty<\/td>\n<td>zda hospitality vede k jedn\u00e1n\u00edm<\/td>\n<td>CRM, p\u0159ed ka\u017edou akc\u00ed a po n\u00ed<\/td>\n<\/tr>\n<tr>\n<td>Ovlivn\u011bn\u00e9 tr\u017eby<\/td>\n<td>hodnota smluv, v nich\u017e partnerstv\u00ed sehr\u00e1lo roli<\/td>\n<td>CRM a obchodn\u00ed t\u00fdm<\/td>\n<\/tr>\n<tr>\n<td>Dod\u00e1vky t\u00fdmu nebo partner\u016fm<\/td>\n<td>zda se z v\u00fdkladn\u00ed sk\u0159\u00edn\u011b st\u00e1v\u00e1 p\u0159\u00edm\u00fd prodej<\/td>\n<td>smlouvy s t\u00fdmem a se s\u00edt\u00ed partner\u016f<\/td>\n<\/tr>\n<tr>\n<td>Pov\u011bdom\u00ed mezi rozhodovateli v oboru<\/td>\n<td>zda se jm\u00e9no dostane mezi zva\u017eovan\u00e9 dodavatele<\/td>\n<td>v\u00fdzkumy brand trackingu mezi odborn\u00fdm publikem<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Program postaven\u00fd a m\u011b\u0159en\u00fd kolem ovlivn\u011bn\u00fdch tr\u017eeb obstoj\u00ed p\u0159ed ot\u00e1zkami finan\u010dn\u00edho \u0159editele. Program postaven\u00fd kolem zobrazen\u00ed ne. Celou metodu popisujeme v pr\u016fvodci <a href=\"https:\/\/rtrsports.com\/cs\/jak-pouzivat-analytiku-k-optimalizaci-sponzorskych-strategii\/\">analytikou sponzoringu<\/a>.<\/p>\n<h2>Pro koho to funguje a kdo by se m\u011bl poohl\u00e9dnout jinde<\/h2>\n<p>Sponzoring v motorsportu funguje pro firmy B2B, kter\u00e9 maj\u00ed produkt, jej\u017e m\u016f\u017ee t\u00fdm pou\u017e\u00edvat, z\u00e1kazn\u00edky, kter\u00e9 mohou pozvat, a obchodn\u00ed t\u00fdm p\u0159ipraven\u00fd vyu\u017e\u00edvat partnerstv\u00ed po cel\u00fd rok: technologie, energetika, pr\u016fmysl, logistika, profesn\u00ed slu\u017eby. Funguje i pro ty, kdo cht\u011bj\u00ed vstoupit na trh, kde se jezd\u00ed, a pot\u0159ebuj\u00ed p\u0159\u00edle\u017eitost, jak se p\u0159edstavit.<\/p>\n<p>Jinde by se m\u011bl poohl\u00e9dnout ten, kdo m\u00e1 velmi m\u00e1lo z\u00e1kazn\u00edk\u016f, o kter\u00e9 se star\u00e1, proto\u017ee akce na m\u00edru stoj\u00ed m\u00e9n\u011b; ten, kdo ve firm\u011b nem\u00e1 nikoho, kdo by partnerstv\u00ed vedl cel\u00fd rok; a ten, kdo hled\u00e1 hlavn\u011b pov\u011bdom\u00ed u \u0161irok\u00e9 ve\u0159ejnosti. V posledn\u00edm p\u0159\u00edpad\u011b p\u0159inese v\u00edc sponzoring navr\u017een\u00fd pro spot\u0159ebitele, s pl\u00e1nem <a href=\"https:\/\/rtrsports.com\/cs\/blog\/sportovni-sponzoring-potreba-dokonale-propojit-digitalni-a-sportovni-aktivace\/\">digit\u00e1ln\u00edch aktivac\u00ed a aktivac\u00ed na m\u00edst\u011b<\/a>.<\/p>\n<h2>Jak pracujeme na sponzoringu B2B<\/h2>\n<p>Sponzoringu v motorsportu se v\u011bnujeme v\u00edce ne\u017e t\u0159icet let, dnes ve <a href=\"https:\/\/rtrsports.com\/cs\/vzorec-1-sponzorstvi\/\">Formuli 1<\/a>, <a href=\"https:\/\/rtrsports.com\/cs\/sponzorstvi-motogp\/\">MotoGP<\/a> a <a href=\"https:\/\/rtrsports.com\/cs\/andretti-autosport-sponzoring-formula-e\/\">Formuli E<\/a>. V projektu B2B za\u010d\u00edn\u00e1 na\u0161e pr\u00e1ce u prob\u00edhaj\u00edc\u00edch obchodn\u00edch jedn\u00e1n\u00ed klienta, ne u katalogu t\u00fdm\u016f: jak\u00e9 trhy, jak\u00e9 z\u00e1kazn\u00edky pozvat, jak\u00fd produkt m\u016f\u017ee s t\u00fdmem pracovat. Pak p\u0159iprav\u00edme smlouvu, kter\u00e1 tato pr\u00e1va obsahuje, a ne jen plochy pro logo.<\/p>\n<p>Vyplat\u00ed se pochopit, jak je postavena na\u0161e nez\u00e1vislost. Provizi n\u00e1m plat\u00ed vlastn\u00edk sportovn\u00edch pr\u00e1v, ne zna\u010dka: proto m\u016f\u017eeme firm\u011b \u0159\u00edct, kdy motorsport nen\u00ed pro jej\u00ed obchodn\u00ed c\u00edl tou spr\u00e1vnou volbou. Ten rozd\u00edl je d\u016fle\u017eit\u00fd.<\/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 ke sponzoringu v motorsportu pro B2B<\/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>Pro\u010d je sponzoring v motorsportu u\u017eite\u010dn\u00fd pro firmu B2B?<\/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>Proto\u017ee nab\u00edz\u00ed v\u00edc ne\u017e viditelnost. Sponzoring v motorsportu m\u016f\u017ee zapojit produkt firmy do pr\u00e1ce t\u00fdmu, nab\u00eddnout z\u00e1kazn\u00edk\u016fm \u0161pi\u010dkovou hospitality, otev\u0159\u00edt kontakty s ostatn\u00edmi partnery, p\u0159iv\u00e9st firmu na trhy, kde se jezd\u00ed, a vytvo\u0159it d\u016fv\u011bryhodn\u00fd obsah pro obchodn\u00ed t\u00fdm i pro zam\u011bstnance.<\/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>Kter\u00e9 firmy B2B sponzoruj\u00ed motorsport?<\/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>N\u011bkolik p\u0159\u00edklad\u016f: Oracle, titul\u00e1rn\u00ed partner Red Bull Racing ve Formuli 1 od roku 2022; Petronas, titul\u00e1rn\u00ed a technick\u00fd partner Mercedesu od roku 2010; ABB, titul\u00e1rn\u00ed partner Formule E od roku 2018; TotalEnergies, ofici\u00e1ln\u00ed dodavatel paliva mistrovstv\u00ed sv\u011bta vytrvalostn\u00edch voz\u016f od roku 2018; DHL, logistick\u00fd partner Formule 1 od roku 2004 a Formule E od roku 2013.<\/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 d\u011bl\u00e1 DHL ve Formuli E?<\/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>DHL je zakl\u00e1daj\u00edc\u00edm partnerem a ofici\u00e1ln\u00edm logistick\u00fdm partnerem Formule E od roku 2013: po celou sezonu p\u0159ev\u00e1\u017e\u00ed z m\u011bsta do m\u011bsta vozy, technick\u00e9 vybaven\u00ed a infrastrukturu \u0161ampion\u00e1tu. Je to stejn\u00e1 slu\u017eba, jakou prod\u00e1v\u00e1 sv\u00fdm z\u00e1kazn\u00edk\u016fm, a ka\u017ed\u00fd z\u00e1vod se st\u00e1v\u00e1 jej\u00ed ve\u0159ejnou uk\u00e1zkou. DHL obchodn\u00ed n\u00e1vratnost tohoto partnerstv\u00ed nezve\u0159ej\u0148uje.<\/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 vyu\u017e\u00edt hospitality v programu B2B?<\/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>Jako obchodn\u00ed sch\u016fzku: host\u00e9 se vyb\u00edraj\u00ed podle prob\u00edhaj\u00edc\u00edch jedn\u00e1n\u00ed, pro ka\u017ed\u00e9ho se stanov\u00ed c\u00edl a v n\u00e1sleduj\u00edc\u00edch t\u00fddnech se zajist\u00ed navazuj\u00edc\u00ed kroky. Bez t\u00e9to p\u0159\u00edpravy z\u016fstane hospitality na Velk\u00e9 cen\u011b p\u011bkn\u00fdm v\u00edkendem, ale obchod p\u0159inese jen z\u0159\u00eddka.<\/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 m\u011b\u0159it n\u00e1vratnost sponzoringu B2B v motorsportu?<\/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>Obchodn\u00edmi ukazateli: p\u0159\u00edle\u017eitostmi otev\u0159en\u00fdmi s hosty, tr\u017ebami ovlivn\u011bn\u00fdmi partnerstv\u00edm, dod\u00e1vkami t\u00fdmu nebo partner\u016fm a pov\u011bdom\u00edm mezi rozhodovateli v oboru. Medi\u00e1ln\u00ed hodnota pom\u00e1h\u00e1 srovn\u00e1vat bal\u00ed\u010dky, ale obchodn\u00ed dopad nem\u011b\u0159\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>Pro kter\u00e9 firmy B2B nen\u00ed sponzoring v motorsportu spr\u00e1vnou volbou?<\/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>Pro firmy s velmi mal\u00fdm po\u010dtem z\u00e1kazn\u00edk\u016f, proto\u017ee akce na m\u00edru stoj\u00ed m\u00e9n\u011b; pro firmy, kde nikdo nem\u016f\u017ee v\u00e9st partnerstv\u00ed cel\u00fd rok; a pro firmy, kter\u00e9 hledaj\u00ed hlavn\u011b pov\u011bdom\u00ed u \u0161irok\u00e9 ve\u0159ejnosti a kter\u00fdm v\u00edc p\u0159inese sponzoring navr\u017een\u00fd pro spot\u0159ebitele.<\/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>N\u011bkter\u00e9 sponzorsk\u00e9 smlouvy v motorsportu prod\u00e1vaj\u00ed viditelnost. Jin\u00e9 prod\u00e1vaj\u00ed p\u0159\u00edstup: k t\u00fdmu, kter\u00fd v\u00e1\u0161 produkt pou\u017e\u00edv\u00e1 ka\u017ed\u00fd z\u00e1vodn\u00ed v\u00edkend, do depa pln\u00e9ho lid\u00ed s rozhodovac\u00ed pravomoc\u00ed, na trhy, kde firma zat\u00edm nen\u00ed. Pro ty, kdo prod\u00e1vaj\u00ed jin\u00fdm firm\u00e1m, je d\u016fle\u017eit\u00e1 ta druh\u00e1 \u010d\u00e1st. Dob\u0159e to ukazuje jeden p\u0159\u00edklad. Oracle je titul\u00e1rn\u00edm partnerem Red Bull Racing [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":273424,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20229],"tags":[],"class_list":["post-273436","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","semrush_tags":{},"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>Sponzoring v motorsportu B2B: p\u011bt cest k obchodu<\/title>\n<meta name=\"description\" content=\"Sponzoring v motorsportu B2B: p\u011bt cest, jak partnerstv\u00ed p\u0159in\u00e1\u0161\u00ed obchod, p\u0159\u00edklady Oracle, Petronas, ABB a DHL a jak m\u011b\u0159it 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