{"id":273527,"date":"2024-11-29T11:40:27","date_gmt":"2024-11-29T10:40:27","guid":{"rendered":"https:\/\/rtrsports.com\/sponzoring-a-udrzitelnost-agentury-zmeny-paradigmat-a-pripad-sifi-performance-vision-science\/"},"modified":"2025-04-22T15:19:53","modified_gmt":"2025-04-22T13:19:53","slug":"sponzoring-a-udrzitelnost-agentury-zmeny-paradigmat-a-pripad-sifi-performance-vision-science","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/sponzoring-a-udrzitelnost-agentury-zmeny-paradigmat-a-pripad-sifi-performance-vision-science\/","title":{"rendered":"Sponzoring a udr\u017eitelnost: agentury, zm\u011bny paradigmat a p\u0159\u00edpad SIFI Performance Vision Science"},"content":{"rendered":"

Zve\u0159ej\u0148ujeme v pln\u00e9m zn\u011bn\u00ed projev, kter\u00fd jsme p\u0159ednesli na t\u0159et\u00edm ro\u010dn\u00edku akce „Sport a udr\u017eitelnost: rostouc\u00ed trend jako charakteristick\u00fd faktor“, kter\u00e1 se konala 27. listopadu 2024 v Acquario Civico v Mil\u00e1n\u011b.<\/strong><\/em><\/p>\n

\"Sponzorstv\u00ed<\/p>\n

Celkov\u00e1 hmotnost vozov\u00e9ho parku Formule 1<\/strong> je p\u0159ibli\u017en\u011b 1 540 tun, kter\u00e9 jsou rozd\u011bleny mezi t\u00fdmov\u00e9 vybaven\u00ed, vys\u00edlac\u00ed za\u0159\u00edzen\u00ed, elektrick\u00e9 vybaven\u00ed a pohostinsk\u00e9 za\u0159\u00edzen\u00ed. V sez\u00f3n\u011b 2025 uraz\u00ed tento vozov\u00fd park b\u011bhem 24 etap po mo\u0159i i po obloze celkem 130 000 km, co\u017e je vzd\u00e1lenost odpov\u00eddaj\u00edc\u00ed p\u0159ibli\u017en\u011b t\u0159iap\u016fln\u00e1sobku cesty kolem sv\u011bta.<\/p>\n

Sponzo\u0159i nyn\u00ed \u017e\u00e1daj\u00ed agentury o pomoc p\u0159i vysv\u011btlov\u00e1n\u00ed ve\u0159ejnosti a z\u00fa\u010dastn\u011bn\u00fdm stran\u00e1m, jak je tento projekt vrcholem udr\u017eiteln\u00e9 komunikace.<\/strong><\/p>\n

\u00daloha agentury: m\u011bn\u00edc\u00ed se profil<\/b><\/h2>\n

Dnes je nemo\u017en\u00e9 mluvit o sportovn\u00edch marketingov\u00fdch agentur\u00e1ch, ani\u017e bychom se rychle zm\u00ednili o hlubok\u00e9 zm\u011bn\u011b, kterou<\/strong> proch\u00e1zej\u00ed.<\/p>\n

Agentura jako zprost\u0159edkovatel<\/h3>\n

Ve skute\u010dnosti se agentura zrodila – a v minul\u00e9m stolet\u00ed se j\u00ed da\u0159ilo – jako zprost\u0159edkovatelsk\u00fd org\u00e1n<\/strong> mezi dv\u011bma stranami se spole\u010dn\u00fdmi, ale nikoli shodn\u00fdmi z\u00e1jmy. Dv\u011bma stranami, kter\u00e9 -teoreticky- cht\u011bj\u00ed na jedn\u00e9 stran\u011b prodat a na druh\u00e9 stran\u011b koupit, ale jejich\u017e osudy se dosud neprotnuly. Agentura, kter\u00e1 zn\u00e1 jak A, tak B, se p\u0159ipoj\u00ed k p\u0159\u00edslove\u010dn\u00fdm posledn\u00edm metr\u016fm \u017eeleznice a obchod umo\u017en\u00ed. Klasick\u00fdm p\u0159\u00edkladem tohoto modelu je realitn\u00ed kancel\u00e1\u0159. Jak lze snadno uhodnout, tato role \u010dist\u00e9ho zprost\u0159edkovatele miz\u00ed s n\u00e1stupem digit\u00e1ln\u00ed komunikace, internetu a v\u0161eho, co lze dos\u00e1hnout pouh\u00fdm kliknut\u00edm my\u0161i. Pokud se A a B mohou navz\u00e1jem naj\u00edt -a hovo\u0159it spolu- nez\u00e1visle, role zprost\u0159edkovatele rychle miz\u00ed.<\/p>\n

Agentura jako \u0159e\u0161itel probl\u00e9m\u016f<\/h3>\n

Druh\u00fdm a n\u00e1sledn\u00fdm modelem je model agentury jako \u0159e\u0161itele probl\u00e9m\u016f<\/strong>. Pot\u00e9, co spole\u010dnosti p\u0159erostly funkci zprost\u0159edkovatele, hledaj\u00ed znalostn\u00ed j\u00e1dra, kter\u00e1 \u0159e\u0161\u00ed taktick\u00e9 probl\u00e9my a specifick\u00e9 situace, ani\u017e by bylo nutn\u00e9 z\u00edsk\u00e1vat odborn\u00e9 znalosti p\u0159\u00edmo ve firm\u011b. Komunika\u010dn\u00ed, designov\u00e9 – nebo v p\u0159\u00edpad\u011b sportovn\u00edho pohostinstv\u00ed a sportovn\u00edho cestov\u00e1n\u00ed – agentury jsou p\u0159esn\u011b takov\u00e9. Jejich z\u00e1nik nastal s dvoj\u00edm p\u0159\u00edchodem: s v\u00fdvojem pokro\u010dilej\u0161\u00edch n\u00e1stroj\u016f a – v p\u0159\u00edpad\u011b sportu – s utu\u017eov\u00e1n\u00edm dovednost\u00ed sportovn\u00edch nemovitost\u00ed. Dovolte mi trivi\u00e1ln\u00ed vyj\u00e1d\u0159en\u00ed: od doby, kdy existuje Canva, u\u017e m\u00e1lokdo pot\u0159ebuje grafick\u00e9 studio, stejn\u011b jako u\u017e m\u00e1lokdo pot\u0159ebuje sportovn\u00ed cestovn\u00ed kancel\u00e1\u0159, pokud se marketingov\u00e9 odd\u011blen\u00ed sportovn\u00edho za\u0159\u00edzen\u00ed zab\u00fdv\u00e1 nejen permanentkami, ale tak\u00e9 transfery a ubytov\u00e1n\u00edm host\u016f.<\/p>\n

Agentura jako poradce<\/h3>\n

Nakonec, a to je f\u00e1ze, ve kter\u00e9 se nach\u00e1z\u00edme, p\u0159ich\u00e1z\u00edme do agentury jako skupina poradc\u016f, onoho centra znalost\u00ed, zku\u0161enost\u00ed a dovednost\u00ed, na kter\u00e9 se obrac\u00edme, abychom mohli rozhodovat v\u00fdhodn\u011bji a efektivn\u011bji. Zprost\u0159edkovatelsk\u00e1 role samoz\u0159ejm\u011b z\u016fst\u00e1v\u00e1 zachov\u00e1na, stejn\u011b jako know-how a praktick\u00e9 dovednosti, ale posouv\u00e1 se zde t\u011b\u017ei\u0161t\u011b rozhodov\u00e1n\u00ed, kter\u00e9 se p\u0159esouv\u00e1 dozadu a do jist\u00e9 m\u00edry se vkl\u00e1d\u00e1 do rukou samotn\u00e9 agentury. Agentu\u0159e\/konzultantovi klient sv\u011b\u0159uje sv\u00e9 vlastn\u00ed c\u00edle, majetek a vize, ale v\u011b\u0159\u00ed, \u017ee v\u00fdsledek rovnice je vy\u0161\u0161\u00ed ne\u017e sou\u010det faktor\u016f.<\/p>\n

Ve strategicky d\u016fle\u017eit\u00fdch momentech, jako je v\u00fdb\u011br sponzorsk\u00e9ho projektu, sestaven\u00ed sportovn\u00edho komunika\u010dn\u00edho pl\u00e1nu a efektivn\u00ed \u0159\u00edzen\u00ed marketingov\u00fdch p\u0159\u00ednos\u016f a aktiva\u010dn\u00edho procesu, se role konzultanta realizuje v cel\u00e9m sv\u00e9m mimo\u0159\u00e1dn\u00e9m p\u016fvabu.<\/p>\n

Sportovn\u00ed sponzoring: epochy v pohybu<\/b><\/h2>\n

M\u011bn\u00ed se nejen sportovn\u00ed marketingov\u00e1 agentura.<\/strong> Sportovn\u00ed marketingov\u00e1 agentura se skute\u010dn\u011b m\u011bn\u00ed, proto\u017ee sportovn\u00ed marketing se m\u011bn\u00ed. Nebo je\u0161t\u011b l\u00e9pe, proto\u017ee se m\u011bn\u00ed sport a kultura, do kter\u00e9 je pono\u0159en. A p\u0159edev\u0161\u00edm proto, \u017ee se m\u011bn\u00ed spot\u0159ebitel\u00e9.<\/p>\n

Pokud bychom cht\u011bli schematizovat i zde, m\u016f\u017eeme identifikovat p\u011bt epoch sportovn\u00edho sponzoringu:<\/p>\n

    \n
  • V\u011bk viditelnosti<\/strong><\/li>\n
  • \u00c9ra ov\u011b\u0159ov\u00e1n\u00ed konceptu<\/strong><\/li>\n
  • V\u011bk zapojen\u00ed<\/strong><\/li>\n
  • \u00c9ra zpen\u011b\u017eov\u00e1n\u00ed<\/strong><\/li>\n
  • \u00c9ra budov\u00e1n\u00ed zna\u010dky jako p\u0159\u00e1telsk\u00fd superhrdina<\/strong><\/li>\n<\/ul>\n

    V\u011bk viditelnosti<\/strong><\/h3>\n

    Co je to \u00e9ra viditelnosti na \u00fasvitu konceptu sponzoringu<\/strong>, je snadn\u00e9 pochopit. V dob\u011b, kdy zna\u010dky bojovaly p\u0159edev\u0161\u00edm o pov\u011bdom\u00ed o zna\u010dce a o to, aby se dostaly do pop\u0159ed\u00ed z\u00e1jmu, byla velk\u00e1 loga na autech, motork\u00e1ch a dresech absolutn\u00edmi hv\u011bzdami sportovn\u00edho marketingu. Z\u00e1kladn\u00ed koncept je jednoduch\u00fd: sport je m\u00e9dium, platforma pro zv\u00fd\u0161en\u00ed pov\u011bdom\u00ed.<\/p>\n

    \u00c9ra ov\u011b\u0159ov\u00e1n\u00ed konceptu<\/strong><\/h3>\n

    S ov\u011b\u0159en\u00edm<\/strong> konceptu se koncept m\u011bn\u00ed a p\u0159esouv\u00e1 se od viditelnosti k vynikaj\u00edc\u00ed kvalit\u011b p\u0159edstavovan\u00e9ho produktu, kter\u00e1 je tak dobr\u00e1, \u017ee ji – alespo\u0148 slovy – pou\u017e\u00edvaj\u00ed i vynikaj\u00edc\u00ed t\u00fdmy, sportovci a sout\u011b\u017ee. Vznik\u00e1 technick\u00fd sponzoring a v\u00fdhoda b\u00fdt dodavatelem. Sport je zde p\u0159\u00edkladem, zku\u0161ebn\u00ed stolic\u00ed, uk\u00e1zkou dobra.<\/p>\n

    V\u011bk zapojen\u00ed<\/h3>\n

    S p\u0159\u00edchodem nov\u00e9ho tis\u00edcilet\u00ed se obchodn\u00edci pot\u00fdkaj\u00ed s radik\u00e1ln\u011b zm\u011bn\u011bn\u00fdm sv\u011btem: konkuren\u010dn\u00ed produkty se po\u010d\u00edtaj\u00ed na miliony, sledov\u00e1n\u00ed sportovn\u00edch ud\u00e1lost\u00ed je rozt\u0159\u00ed\u0161t\u011bn\u00e9 d\u00edky placen\u00fdm p\u0159enos\u016fm, spot\u0159ebitelsk\u00e9 n\u00e1vyky p\u0159evr\u00e1til nov\u00fd zp\u016fsob informac\u00ed a komunikace, a to online. Velk\u00e9 spot\u0159ebitelsk\u00e9 zna\u010dky ch\u00e1pou, \u017ee cht\u011bj\u00ed-li se vymanit z nep\u0159ehlednosti, mus\u00ed spot\u0159ebiteli d\u00e1t n\u011bco poc\u00edtit, cht\u011bj\u00ed-li si ho z\u00edskat. Jestli\u017ee sloveso „vid\u011bt“ bylo slovesem viditelnosti, „u\u010dit se“ slovesem d\u016fkazu konceptu, je sloveso „c\u00edtit“ slovesem v\u011bku anga\u017eovanosti, jeho\u017e jsou energetick\u00e9 n\u00e1poje rozhoduj\u00edc\u00edmi p\u0159edch\u016fdci. Skv\u011bl\u00e9 aktivace, skv\u011bl\u00e9 z\u00e1\u017eitky, sv\u011bty, kter\u00e9 se prol\u00ednaj\u00ed, p\u0159eskakuj\u00ed z online do offline a nap\u0159\u00ed\u010d m\u00e9dii. Je to vzru\u0161uj\u00edc\u00ed sv\u011bt, kter\u00fd v\u0161ak vych\u00e1z\u00ed z p\u0159edpokladu, kter\u00fd nelze br\u00e1t jako samoz\u0159ejmost: my v\u011bci uskute\u010dn\u00edme. U\u017e to nejsou sponzo\u0159i, ale partne\u0159i.<\/p>\n

    V\u011bk digit\u00e1ln\u00ed monetizace<\/h3>\n

    Tato \u00e9ra kon\u010d\u00ed pr\u00e1v\u011b ve chv\u00edli, kdy se uskute\u010d\u0148ov\u00e1n\u00ed v\u011bc\u00ed st\u00e1v\u00e1 nemo\u017en\u00fdm a kdy COVID<\/strong> blokuje sv\u011bt sportu i mimo n\u011bj mezi zdmi dom\u016f a uzav\u0159en\u00fdch za\u0159\u00edzen\u00ed. Vynuceny okolnostmi za\u010d\u00ednaj\u00ed vznikat mnoh\u00e9 zna\u010dky d\u00edky sv\u00e9 neuchopitelnosti a flexibilit\u011b: jsou to zna\u010dky webu 3.0, kryptom\u011bny, NFT, blockchainy. Vedou je velmi mlad\u00ed podnikatel\u00e9 a jsou obda\u0159eni stejn\u011b obrovsk\u00fdm – a \u010dasto i k\u0159ehk\u00fdm – majetkem, kter\u00fd zcela m\u011bn\u00ed trh se sponzoringem. Sponzoring je zde setrva\u010dn\u00edkem pro pen\u00edze, pro sponzoruj\u00edc\u00ed zna\u010dky, aby je\u0161t\u011b v\u00edce zv\u011bt\u0161ily sv\u00e9 digit\u00e1ln\u00ed pen\u011b\u017eenky. Ve sponzorsk\u00fdch smlouv\u00e1ch se fyzick\u00e9 v\u00fdhody sr\u00e1\u017eej\u00ed s digit\u00e1ln\u00ed podporou, p\u0159\u00edstupem do datab\u00e1ze, interakc\u00ed se soci\u00e1ln\u00edmi m\u00e9dii.<\/p>\n

    Pohybuj\u00edc\u00ed se ledovec a p\u0159\u00edtel superhrdina<\/b><\/h2>\n

    Kdy\u017e u\u017e mluv\u00edme o aktivac\u00edch, sponzoring si dnes \u010dasto p\u0159edstavujeme jako ledovec,<\/strong> jeho\u017e viditelnost je jen vyno\u0159enou \u0161pi\u010dkou, ale kter\u00fd dr\u017e\u00ed nad vodou velk\u00fd blok aktivac\u00ed – online, offline, z\u00e1\u017eitkov\u00fdch a tak d\u00e1le -, kter\u00fd pluje pod hladinou.<\/p>\n

    \u0158\u00edk\u00e1m „naviguje“, proto\u017ee tento ledovec, kter\u00fd je zde zobrazen, je v neust\u00e1l\u00e9m pohybu s proudy, trendy a p\u0159irozen\u00fdmi marketingov\u00fdmi cykly. Stejn\u011b jako se m\u011bn\u00ed vztah mezi vyno\u0159en\u00fdmi a pono\u0159en\u00fdmi \u010d\u00e1stmi v z\u00e1vislosti na okoln\u00ed teplot\u011b, tak se neust\u00e1le m\u011bn\u00ed i sou\u0159adnice tohoto objektu.<\/p>\n

    Co se nezm\u011bnilo ani mezi r\u016fzn\u00fdmi \u00e9rami sponzoringu, je obecn\u00fd koncept trochy expozice vyno\u0159uj\u00edc\u00ed se z vody – to je to, co vid\u00edme u sponzoringu, loga na dresech, na k\u0159id\u00e9lk\u00e1ch, LED diody na postrann\u00edch \u010d\u00e1stech – vlastn\u011b podpo\u0159en\u00e9 velk\u00fdm podvodn\u00edm sv\u011btem v\u0161eho, co je t\u0159eba aktivovat.<\/p>\n

    Dal\u0161\u00ed p\u0159edstava, kter\u00e1 se n\u00e1m velmi l\u00edb\u00ed – a kterou m\u016f\u017eeme postavit vedle p\u0159edstavy pohybuj\u00edc\u00edho se ledovce – je p\u0159edstava sponzoringu jako superhrdinsk\u00e9ho p\u0159\u00edtele<\/strong>, kl\u00ed\u010dov\u00e9 postavy p\u00e1t\u00e9 ze zm\u00edn\u011bn\u00fdch epoch sponzoringu a t\u00e9, ve kter\u00e9 se nach\u00e1z\u00edme.<\/p>\n

    Zna\u010dky se kone\u010dn\u011b staly n\u011b\u010d\u00edm v\u00edc. U\u017e nejsou sponzory, u\u017e nejsou partnery, ale sed\u00ed vedle div\u00e1ka a sd\u00edlej\u00ed – mus\u00ed sd\u00edlet – v\u00e1\u0161n\u011b, l\u00e1sky, nap\u011bt\u00ed, ka\u017edodenn\u00ed \u017eivot. Jsou p\u0159\u00e1teli v tom smyslu, \u017ee s nimi proch\u00e1zej\u00ed v\u011bcmi, kter\u00e9 je zaj\u00edmaj\u00ed, ale jsou superhrdiny ve sv\u00e9 schopnosti je uskute\u010dnit a tuto touhu realizovat. „Mohu ti pomoci potkat tv\u00e9ho obl\u00edben\u00e9ho \u0159idi\u010de“, „mohu ti pomoci za\u017e\u00edt nev\u0161edn\u00ed z\u00e1\u017eitky“ nebo v p\u0159\u00edpad\u011b grassroots sponzoringu „mohu ti pomoci st\u00e1t se t\u00edm, k\u00fdm chce\u0161 b\u00fdt“.<\/p>\n

    V\u00edte, publikum – \u0159\u00edkejte mu, jak chcete: spot\u0159ebitel\u00e9, div\u00e1ci, fanou\u0161ci, poslucha\u010di – se hluboce zm\u011bnilo, zejm\u00e9na ti nejmlad\u0161\u00ed. Je to publikum, kter\u00e9 dnes vy\u017eaduje, aby zna\u010dky, a je\u0161t\u011b v\u00edce sponzo\u0159i, podporovali jejich z\u00e1m\u011bry, sed\u011bli po jejich boku v jejich bitv\u00e1ch, sd\u00edleli jejich ide\u00e1ly, br\u00e1nili sv\u011bt a my\u0161lenky p\u0159ed t\u00edm, \u010deho se boj\u00ed.<\/p>\n

    Sponzorstv\u00ed a udr\u017eitelnost<\/h2>\n

    Udr\u017eitelnost, kter\u00e9 jsme se kone\u010dn\u011b do\u010dkali, je nyn\u00ed st\u0159edem tohoto nov\u00e9ho p\u0159\u00e1telstv\u00ed, srdcem na\u0161eho pohybliv\u00e9ho ledovce.<\/strong><\/p>\n

    P\u0159ed p\u00e1r dny jsem mluvil s jedn\u00edm chlap\u00edkem -Simonem-, kter\u00fd je velmi v\u00e1\u0161niv\u00fd sportovec, od b\u011bhu po snowboard a v\u0161eho „horsk\u00e9ho“. Simone, kter\u00fd \u00fazce spolupracuje s profesion\u00e1ln\u00edm sportem a je ly\u017ea\u0159sk\u00fdm instruktorem, je dobr\u00fdm p\u0159\u00edkladem toho, jak tyto nov\u00e9 generace, ty p\u0159ed mileni\u00e1ly, interpretuj\u00ed zna\u010dky: nem\u00e1 r\u00e1d rychlou m\u00f3du, nel\u00e1k\u00e1 ho „zna\u010dka pro zna\u010dku“, je ochoten utratit v\u00edce, pokud je n\u011bjak\u00fd kus oble\u010den\u00ed nebo p\u0159edm\u011bt udr\u017eiteln\u00fd, a p\u0159ed n\u00e1kupem se zaj\u00edm\u00e1 o firmu a logiku, kter\u00e1 za n\u00edm stoj\u00ed. S velkou hrdost\u00ed mi na sv\u00e9m chytr\u00e9m telefonu ukazuje nov\u00e9 s\u00eddlo firmy – cel\u00e9 ze d\u0159eva a energeticky autonomn\u00ed – nov\u00e9 zna\u010dky, od kter\u00e9 si koupil nejnov\u011bj\u0161\u00ed snowboard. Se stejn\u00fdm zaujet\u00edm mi vypr\u00e1v\u00ed o tom, \u017ee st\u00e1le vlastn\u00ed tri\u010dka Patagonia, kter\u00e1 si koupil p\u0159ed lety, a o velk\u00e9m \u00fasil\u00ed, kter\u00e9 zna\u010dka v\u011bnuje soci\u00e1ln\u00edmu a klimatick\u00e9mu aktivismu a kter\u00e9 ned\u00e1vno prodala neziskov\u00e9 organizaci usiluj\u00edc\u00ed o ochranu \u017eivotn\u00edho prost\u0159ed\u00ed.<\/p>\n

    \u00daloha d\u011bje, pokrytectv\u00ed a fale\u0161n\u00e1 p\u0159esv\u011bd\u010den\u00ed<\/b><\/h2>\n

    Jak do toho v\u0161eho zapad\u00e1 agentura? No, pokra\u010dujeme-li v na\u0161em slovn\u00edm obratu, ve vztahu mezi spot\u0159ebitelem a p\u0159\u00edtelem superhrdinou je agentura t\u00edm, kdo v noci sv\u00edt\u00ed reflektory a signalizuje pot\u0159ebu – nebo p\u0159\u00edle\u017eitost – k z\u00e1sahu. Stru\u010dn\u011b \u0159e\u010deno, jsme komisa\u0159 James Gordon sportovn\u00edho marketingu. Je to Batman\u016fv komisa\u0159, zkr\u00e1tka ten, kdo zap\u00edn\u00e1 netop\u00fd\u0159\u00ed sign\u00e1l.<\/p>\n

    Poradensk\u00e1 agentura dnes mus\u00ed uk\u00e1zat spr\u00e1vnou cestu, a tedy i v\u00fdznam udr\u017eitelnosti t\u011bm zna\u010dk\u00e1m, u nich\u017e hroz\u00ed, \u017ee t\u00e9to problematice nebudou p\u0159ikl\u00e1dat dostate\u010dn\u00fd v\u00fdznam. Jej\u00edm \u00fakolem je upozornit na soci\u00e1ln\u00ed, environment\u00e1ln\u00ed a ekonomick\u00e9 ot\u00e1zky a p\u0159ipomenout jim, \u017ee jsou d\u016fle\u017eit\u00e9 nejen pro spot\u0159ebitele, ale jsou nezbytn\u00e9 pro dlouhou \u017eivotnost a efektivitu.<\/p>\n

    Jak to m\u016f\u017ee ud\u011blat? T\u0159emi zp\u016fsoby:<\/p>\n

      \n
    1. uk\u00e1zat v\u011bdeck\u00fd v\u00fdzkum a aktu\u00e1ln\u00ed \u00fadaje o v\u00fdznamu udr\u017eiteln\u00fdch projekt\u016f.<\/strong><\/li>\n
    2. p\u0159edstaven\u00ed p\u0159\u00edklad\u016f ctnostn\u00fdch p\u0159\u00edklad\u016f <\/strong><\/li>\n
    3. vym\u00fd\u0161len\u00ed kreativn\u00edch a p\u016fsobiv\u00fdch akc\u00ed, kter\u00e9 jsou stejn\u011b zapamatovateln\u00e9 jako hodnotn\u00e9 pro sv\u00e9 okol\u00ed.<\/strong><\/li>\n<\/ol>\n

      Konkr\u00e9tn\u011b v tomto posledn\u00edm bod\u011b je dobr\u00e9 m\u00edt jasno.<\/p>\n

      Udr\u017eitelnost nen\u00ed zadarmo, nen\u00ed bez n\u00e1mahy, nep\u0159ich\u00e1z\u00ed bez p\u0159em\u00fd\u0161len\u00ed. Naopak , p\u0159in\u00e1\u0161\u00ed ob\u011bti, vy\u017eaduje kompetence a odhodl\u00e1n\u00ed<\/strong> a nut\u00ed k volb\u011b, kter\u00e1 t\u00e9m\u011b\u0159 nikdy nen\u00ed snadn\u00e1. Je v\u0161ak tak\u00e9 \u00fakolem agentury, aby odstra\u0148ovala m\u00e1jov\u00fd z\u00e1voj pokrytectv\u00ed a fale\u0161n\u00fdch p\u0159esv\u011bd\u010den\u00ed a odv\u00e1\u017en\u011b demystifikovala fale\u0161n\u00e9 m\u00fdty z baru.<\/strong><\/p>\n

      Vr\u00e1t\u00edme-li se k \u00favodu: m\u016f\u017ee b\u00fdt n\u011bco, co p\u0159eprav\u00ed 1540 tun materi\u00e1lu o trojn\u00e1sobku obvodu Zem\u011b, v\u016fbec udr\u017eiteln\u00e9?<\/p>\n

      To je tak trochu slon v porcel\u00e1nu.<\/p>\n

      Motorsport a udr\u017eitelnost<\/b><\/h2>\n

      To je skute\u010dn\u011b dal\u0161\u00ed \u017ehav\u00e9 t\u00e9ma, velmi d\u016fle\u017eit\u00e9 pro ty z n\u00e1s, kte\u0159\u00ed pracuj\u00ed v motorsportu. Motoristick\u00fd sport trp\u00ed nezanedbateln\u00fdm prvotn\u00edm h\u0159\u00edchem, a sice t\u00edm, \u017ee je klenotem v korun\u011b odv\u011btv\u00ed, kter\u00e9 bylo v\u017edy neodd\u011bliteln\u011b spjato s pojmem zne\u010di\u0161t\u011bn\u00ed a dopadu na \u017eivotn\u00ed prost\u0159ed\u00ed.<\/p>\n

      „Nem\u016f\u017eeme sponzorovat motoristick\u00fd sport,“ \u0159ekl n\u00e1m na \u00favodn\u00edm briefingu jeden z na\u0161ich potenci\u00e1ln\u00edch sponzor\u016f, „je p\u0159\u00edli\u0161 zne\u010di\u0161\u0165uj\u00edc\u00ed.<\/strong><\/p>\n

      Motoristick\u00fd sport, stejn\u011b jako jak\u00e1koli jin\u00e1 v\u00fdznamn\u00e1 ud\u00e1lost, m\u00e1 ve skute\u010dnosti vliv ani ne tak na sport, ale na okol\u00ed, kter\u00e9 se kolem n\u011bj to\u010d\u00ed. Z v\u00fdzkumu vypl\u00fdv\u00e1, \u017ee 20 voz\u016f Formule 1, kter\u00e9 ujedou 300 kilometr\u016f Velk\u00e9 ceny, v\u00e1\u017e\u00ed 2 % celkov\u00e9ho dopadu akce.<\/strong><\/p>\n

      Udr\u017eitelnost jako modelov\u00fd koncept<\/b><\/h2>\n

      Co je udr\u017eitelnost? V kontextu, v jak\u00e9m se dnes nach\u00e1z\u00edme – velmi specifick\u00e9m – by jak\u00e1koli definice byla nep\u0159esn\u00e1. Osobn\u011b se mi l\u00edb\u00ed ten, kter\u00fd dala OSN v roce 1987 Bruntlandsk\u00e1 komise: „takov\u00fd proces rozvoje, kter\u00fd uspokojuje pot\u0159eby sou\u010dasnosti, ani\u017e by ohro\u017eoval schopnost budouc\u00edch generac\u00ed uspokojovat sv\u00e9 vlastn\u00ed pot\u0159eby“.<\/strong><\/p>\n

      Asi se v\u0161ichni shodneme, \u017ee jde o koncept, kter\u00fd je stejn\u011b fascinuj\u00edc\u00ed jako tvarovateln\u00fd a \u00fa\u010dinn\u00fd v r\u016fzn\u00fdch kontextech. Ji\u017e n\u011bkolik let je zcela z\u0159ejm\u00e9, \u017ee udr\u017eitelnost nen\u00ed jen \u017eivotn\u00ed prost\u0159ed\u00ed, nen\u00ed to jen spole\u010dnost, nen\u00ed to jen ekonomika, ale vyv\u00edjej\u00edc\u00ed se paradigma, kter\u00e9 se t\u00fdk\u00e1 v\u0161eho a v\u017edy. Jin\u00fdmi slovy, jde o ctnostn\u00fd zp\u016fsob, jak d\u011blat v\u011bci, cokoli.<\/p>\n

      Je to v\u00edc ne\u017e recyklovan\u00e1 plastov\u00e1 l\u00e1hev, ale z\u00e1rove\u0148 je to i v\u011bdom\u00ed, \u017ee i tato l\u00e1hev, pokud je efektivn\u011b recyklov\u00e1na, je u\u017eite\u010dn\u00e1 pro budoucnost. „Holistick\u00fd“ mo\u017en\u00e1 nen\u00ed to spr\u00e1vn\u00e9 slovo, ale abych citoval jednoho velk\u00e9ho spisovatele, je to prvn\u00ed, kter\u00e9 m\u011b napad\u00e1.<\/p>\n

      Aplikace tohoto konceptu na sportovn\u00ed sponzoring – a schopnost agentur podn\u00edtit tyto pozitivn\u00ed aktivace – je velk\u00fdm skokem.<\/p>\n

      P\u0159\u00edpad SIFI Performance Vision Science<\/b><\/h2>\n

      Domn\u00edv\u00e1m se, \u017ee zaj\u00edmav\u00fdm p\u0159\u00edkladem tohoto nov\u00e9ho paradigmatu udr\u017eitelnosti je projekt spole\u010dnosti SIFI „Performance Vision Science“,<\/strong> kter\u00fd vznikl jako sou\u010d\u00e1st sponzorstv\u00ed t\u00fdmu LCR Honda MotoGP<\/strong>.<\/p>\n

      SIFI je presti\u017en\u00ed nadn\u00e1rodn\u00ed oftalmologick\u00e1 spole\u010dnost v na\u0161\u00ed zemi. S\u00eddl\u00ed na svaz\u00edch Etny v provincii Catania a od roku 1935 si klade za c\u00edl zlep\u0161ovat kvalitu \u017eivota pacient\u016f prost\u0159ednictv\u00edm v\u00fdznamn\u00fdch inovac\u00ed v oblasti p\u00e9\u010de o n\u011b. Dnes m\u00e1 t\u00e9m\u011b\u0159 tis\u00edc zam\u011bstnanc\u016f a vyr\u00e1b\u00ed 50 produkt\u016f a p\u0159\u00edstroj\u016f, kter\u00e9 jsou distribuov\u00e1ny ve v\u00edce ne\u017e 40 zem\u00edch sv\u011bta.<\/p>\n

      Spole\u010dnost SIFI m\u011bla v\u017edy velk\u00fd z\u00e1jem o v\u0161e, co se t\u00fdk\u00e1 ESG, a tak\u00e9 o presti\u017en\u00ed projekty v oblasti spole\u010densk\u00e9 odpov\u011bdnosti firem: pokud se n\u00e1hodou pod\u00edv\u00e1te na jej\u00ed str\u00e1nky, najdete tam bohatou literaturu a dob\u0159e napsanou dokumentaci ke v\u0161em t\u011bmto oblastem.<\/p>\n

      Spole\u010dnost SIFI se n\u00e1m dostala do rukou v roce 2015, kdy se na n\u00e1s obr\u00e1tila s \u017e\u00e1dost\u00ed o poradenstv\u00ed v oblasti marketingu v motorsportu. Po n\u011bkolika m\u011bs\u00edc\u00edch spole\u010dnost podepsala sv\u016fj prvn\u00ed sponzorsk\u00fd kontrakt. <\/span>v MotoGP s t\u00fdmem LCR Honda Lucia Cecchinella. Je to d\u016fle\u017eit\u00fd moment pro partnerstv\u00ed, kter\u00e9 trv\u00e1 dodnes.<\/p>\n

      Co v\u0161ak bylo p\u0159ekvapiv\u00e9, p\u0159i\u0161lo o n\u011bco pozd\u011bji, kdy\u017e \u0161pi\u010dkov\u00ed v\u011bdci spole\u010dnosti za\u010dali teoreticky uva\u017eovat o d\u016fle\u017eit\u00e9 korelaci mezi zrakov\u00fdm v\u00fdkonem \u0159idi\u010d\u016f a v\u00fdkonem na trati a vid\u011bli v tr\u00e9ninku zraku mo\u017enou oblast zlep\u0161en\u00ed pro dosa\u017een\u00ed maxim\u00e1ln\u00edho v\u00fdkonu.<\/strong><\/p>\n

      Stru\u010dn\u011b \u0159e\u010deno: ve sportu, jako je motocyklov\u00e1 cyklistika, je oko z\u00e1kladn\u00edm n\u00e1strojem. Kde zabrzdit, jak se vyhnout p\u0159ek\u00e1\u017ece, jak\u00fd \u00fahel d\u00e1t zat\u00e1\u010dce, to jsou z\u00e1kladn\u00ed rozhodnut\u00ed, kter\u00e1 proch\u00e1zej\u00ed okem a kter\u00e1 mus\u00ed b\u00fdt p\u0159i takov\u00fdch rychlostech velmi rychl\u00e1. Zd\u00e1lo by se, \u017ee je to intuitivn\u00ed, ale to, co se stane v m\u017eiku oka v rychlosti 360 kilometr\u016f za hodinu, rozhoduje o tom, zda zv\u00edt\u011bz\u00edte, nebo – pravd\u011bpodobn\u011b – havarujete. Pr\u00e1v\u011b „rychlost mrk\u00e1n\u00ed“, tedy frekvence, s jakou mrk\u00e1me, se toti\u017e st\u00e1v\u00e1 p\u0159edm\u011btem v\u00fdzkumu v\u011bdc\u016f ze SIFI, kte\u0159\u00ed za\u010d\u00ednaj\u00ed spekulovat o tom, \u017ee talent m\u016f\u017ee p\u0159ich\u00e1zet i o\u010dima.<\/p>\n

      Tak se zrodil projekt Driving Vision Science, pozd\u011bji p\u0159ejmenovan\u00fd na Performance Vision Science, v jeho\u017e r\u00e1mci SIFI prov\u00e1d\u00ed \u0161pi\u010dkov\u00e1 v\u011bdeck\u00e1 m\u011b\u0159en\u00ed jezdc\u016f MotoGP v z\u00e1t\u011b\u017eov\u00fdch, z\u00e1vodn\u00edch a klidov\u00fdch podm\u00ednk\u00e1ch. P\u0159\u00edstroje, odborn\u00edci a dokumentace jsou vys\u00edl\u00e1ni na trat\u011b mistrovstv\u00ed sv\u011bta, aby sledovali, jak oko rychlostn\u00edho profesion\u00e1la vid\u00ed, reaguje, pneumatikuje a p\u0159izp\u016fsobuje se.<\/p>\n

      V\u00fdsledky v\u00fdzkumu jsou mimo\u0159\u00e1dn\u011b zaj\u00edmav\u00e9.<\/strong> Ve sv\u011bt\u011b, kde je v\u0161e extr\u00e9mn\u00ed a kde ka\u017ed\u00e1 \u010d\u00e1st v\u00fdcviku, kondice, materi\u00e1ly a technologie jsou na \u0161pi\u010dkov\u00e9 \u00farovni, nikoho nenapadlo, \u017ee v o\u010d\u00edch pilot\u016f lze objevit tolik bohatstv\u00ed.<\/p>\n

      Sama spole\u010dnost v \u00favodu \u010dl\u00e1nku v\u011bnovan\u00e9ho Performance Vision Science p\u00ed\u0161e: „Zkoumali jsme p\u0159\u00edznaky na povrchu oka, zrakovou ostrost, kontrastn\u00ed citlivost a intervaly mrk\u00e1n\u00ed u jezdc\u016f MotoGP na trati i mimo ni. Z\u00edskali jsme sn\u00edmky p\u0159edn\u00edho segmentu a m\u011b\u0159ili jsme tak\u00e9 nap\u0159\u00edklad osmolaritu slzn\u00e9ho filmu. Postupem \u010dasu jsme se d\u00edky nejmodern\u011bj\u0161\u00edmu technologick\u00e9mu vybaven\u00ed a pomoci p\u0159edn\u00edch sv\u011btov\u00fdch odborn\u00edk\u016f v oblasti oftalmologie a o\u010dn\u00edho zdrav\u00ed rozhodli roz\u0161\u00ed\u0159it sb\u011br v\u011bdeck\u00fdch dat na \u0161ir\u0161\u00ed spektrum oka, jako je s\u00edtnice, o\u010dn\u00ed tlak a dal\u0161\u00ed kl\u00ed\u010dov\u00e9 parametry.“<\/p>\n

      Pozor: c\u00edlem nen\u00ed zrychlit \u0159idi\u010de na mistrovstv\u00ed sv\u011bta, ale z\u00edskat cenn\u00e9 informace o tom, jak oko reaguje a m\u011bn\u00ed se v extr\u00e9mn\u00edch a mimo\u0159\u00e1dn\u011b stresov\u00fdch podm\u00ednk\u00e1ch, a tyto poznatky pak p\u0159en\u00e9st do b\u011b\u017en\u00e9ho \u017eivota a pr\u00e1ce. <\/strong>Vezm\u011bme si p\u0159\u00edklad: co se stane s unaven\u00fdma o\u010dima \u0159idi\u010de kamionu po dlouh\u00fdch a \u00fanavn\u00fdch hodin\u00e1ch j\u00edzdy, kdy\u017e p\u0159ed n\u00edm n\u00e1hle n\u011bco projede? A co se stane s chirurgem, kter\u00fd mus\u00ed ka\u017ed\u00fd den operovat s velkou p\u0159esnost\u00ed a pod tlakem?<\/p>\n

      Jak tento projekt zapad\u00e1 do diskurzu udr\u017eitelnosti? Sama spole\u010dnost to op\u011bt vysv\u011btluje slovy – cituji: „Jsme hrd\u00ed na to, \u017ee m\u016f\u017eeme pokra\u010dovat t\u00edmto sm\u011brem, p\u0159i\u010dem\u017e na\u0161\u00edm st\u00e1le aktu\u00e1ln\u00edm c\u00edlem je etick\u00e9 sd\u00edlen\u00ed t\u011bchto zpracovan\u00fdch dat a informac\u00ed s na\u0161imi zainteresovan\u00fdmi stranami a ve\u0159ejnost\u00ed.“<\/strong><\/p>\n

      Udr\u017eiteln\u00e1 zdravotn\u00ed p\u00e9\u010de a budoucnost<\/h2>\n

      Co je udr\u017eiteln\u00e1 zdravotn\u00ed p\u00e9\u010de? Podle nejnov\u011bj\u0161\u00ed literatury a p\u011bkn\u00e9 definice WHO je to „zdravotn\u00ed p\u00e9\u010de,kter\u00e1<\/strong>poskytuje vysoce kvalitn\u00edp\u00e9\u010di<\/strong>za p\u0159ijatelnou cenu“, tj. syst\u00e9m zdravotn\u00ed p\u00e9\u010de, kter\u00fd je schopen nab\u00eddnout velmi vysokou kvalitu p\u0159i n\u00edzk\u00fdch n\u00e1kladech.<\/p>\n

      Driving Vision Science a Performance Vision Science jsou pr\u00e1v\u011b t\u00edm: platformou pro \u0161pi\u010dkov\u00fd v\u00fdzkum za extr\u00e9mn\u011b n\u00edzk\u00e9 n\u00e1klady, jeho\u017e p\u0159\u00ednosy jsou ji\u017e p\u0159ed\u00e1v\u00e1ny a sd\u00edleny s celosv\u011btovou v\u011bdeckou komunitou.<\/p>\n

      N\u00e1klady jsou n\u00edzk\u00e9, proto\u017ee projekt vznikl inteligentn\u00edm vyu\u017eit\u00edm marketingov\u00fdch v\u00fdhod, kter\u00e9 jsou ji\u017e zahrnuty ve sponzorsk\u00e9 smlouv\u011b mezi SIFI a t\u00fdmem Honda LCR MotoGP. Kvalita v\u00fdzkumu je velmi vysok\u00e1, proto\u017ee je prov\u00e1d\u011bn na testerech s prokazateln\u011b vysokou kvalitou.<\/p>\n

      Projekt Driving Vision Science je jen kapkou v mo\u0159i udr\u017eitelnosti, ale je to projekt, kter\u00fd p\u0159in\u00e1\u0161\u00ed konkr\u00e9tn\u00ed v\u00fdsledky mimo\u0159\u00e1dn\u00e9 v\u011bdeck\u00e9 hodnoty. P\u0159edev\u0161\u00edm je v\u0161ak prokazateln\u00fdm d\u016fkazem toho, \u017ee udr\u017eitelnost je trojrozm\u011brn\u00fd a holistick\u00fd syst\u00e9m, kter\u00fd m\u00e1 mnoho podob, je\u017e m\u016f\u017eeme shrnout jako „v\u011bci dob\u0159e ud\u011blan\u00e9 pro dne\u0161ek a z\u00edt\u0159ek“.<\/p>\n

      Sponzoring je n\u00e1stroj, kter\u00fd je na vzestupu. Hodnota celosv\u011btov\u00e9ho trhu se sponzoringem se v roce 2023 odhaduje na 55,1 miliardy dolar\u016f a v roce 2032 by m\u011bla dos\u00e1hnout 127 miliard dolar\u016f. Je nezbytn\u00e9, aby se sport a sponzoring staly n\u00e1strojem srozumiteln\u00e9, \u017eivotaschopn\u00e9, kreativn\u00ed a ka\u017edodenn\u00ed udr\u017eitelnosti. Jestli\u017ee je sport jedn\u00edm z nejmocn\u011bj\u0161\u00edch prost\u0159edk\u016f na\u0161\u00ed doby, mus\u00ed na n\u011bm le\u017eet b\u0159emeno a \u010dest prosazovat tak cenn\u00e1 t\u00e9mata. <\/strong><\/p>\n

      Je na agentur\u00e1ch, aby p\u0159i\u0161ly na to, jak\u00fdm zp\u016fsobem navrhnout a vymyslet aktivace a v\u00fdvoj, kter\u00e9 mohou uzav\u0159\u00edt troj\u00faheln\u00edk mezi div\u00e1ky, zna\u010dkou a sportovn\u00edmi nemovitostmi t\u00edm, \u017ee do centra pozornosti postav\u00ed udr\u017eitelnost, ani\u017e by to m\u011blo vliv na \u00fa\u010dinnost a autenticitu n\u00e1stroje.<\/p>\n

      V tomto ohledu je t\u0159eba je\u0161t\u011b hodn\u011b pracovat. Drtiv\u00e1 v\u011bt\u0161ina projekt\u016f, kter\u00e9 vid\u00edme, a to i v nejlep\u0161\u00edch motoristick\u00fdch s\u00e9ri\u00edch, st\u00e1le z\u016fst\u00e1v\u00e1 u aplikace n\u00e1lepky v nad\u011bji, \u017ee se n\u011bjak, n\u011bkdy, stane z\u00e1zrak. Pr\u00e1v\u011b kultura aktivace a efektivn\u00edho vyu\u017e\u00edv\u00e1n\u00ed marketingov\u00fdch v\u00fdhod p\u0159isp\u011bje k r\u016fstu a pozici marketingov\u00e9ho odv\u011btv\u00ed motorsportu a k r\u016fstu mnoha zna\u010dek, kter\u00e9 se, jak douf\u00e1me, jednou stanou superhrdiny.<\/p>\n

      Na\u0161\u00edm \u0161t\u011bst\u00edm je, \u017ee dnes m\u016f\u017eeme tuto v\u00fdzvu p\u0159ijmout a d\u011blat kr\u00e1snou a vzru\u0161uj\u00edc\u00ed pr\u00e1ci, kter\u00e1 n\u00e1m d\u00e1v\u00e1 tu \u010dest denn\u011b jednat s t\u011bmi nejlep\u0161\u00edmi ve sv\u011btov\u00e9m sportu.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

      Zve\u0159ej\u0148ujeme v pln\u00e9m zn\u011bn\u00ed projev, kter\u00fd jsme p\u0159ednesli na t\u0159et\u00edm ro\u010dn\u00edku akce „Sport a udr\u017eitelnost: rostouc\u00ed trend jako charakteristick\u00fd faktor“, kter\u00e1 se konala 27. listopadu 2024 v Acquario Civico v Mil\u00e1n\u011b. Celkov\u00e1 hmotnost vozov\u00e9ho parku Formule 1 je p\u0159ibli\u017en\u011b 1 540 tun, kter\u00e9 jsou rozd\u011bleny mezi t\u00fdmov\u00e9 vybaven\u00ed, vys\u00edlac\u00ed za\u0159\u00edzen\u00ed, elektrick\u00e9 vybaven\u00ed a pohostinsk\u00e9 za\u0159\u00edzen\u00ed. […]<\/p>\n","protected":false},"author":2,"featured_media":273514,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20238],"tags":[],"class_list":["post-273527","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-marketing-cs"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSponzoring a udr\u017eitelnost: agentury, paradigmata a p\u0159\u00edpad Performance Vision Science<\/title>\n<meta name=\"description\" content=\"Zve\u0159ej\u0148ujeme v pln\u00e9m zn\u011bn\u00ed projev, kter\u00fd jsme p\u0159ednesli na t\u0159et\u00edm ro\u010dn\u00edku akce "Sport a udr\u017eitelnost: rostouc\u00ed trend jako charakteristick\u00fd faktor", kter\u00e1 se konala 27. listopadu 2024 v Acquario Civico v Mil\u00e1n\u011b.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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