{"id":273760,"date":"2024-12-06T12:49:46","date_gmt":"2024-12-06T11:49:46","guid":{"rendered":"https:\/\/rtrsports.com\/efekt-sroubovice-ve-sponzoringu-jak-media-vytvareji-nove-moznosti-zviditelneni-sponzoru\/"},"modified":"2025-04-22T13:49:02","modified_gmt":"2025-04-22T11:49:02","slug":"efekt-sroubovice-ve-sponzoringu-jak-media-vytvareji-nove-moznosti-zviditelneni-sponzoru","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/efekt-sroubovice-ve-sponzoringu-jak-media-vytvareji-nove-moznosti-zviditelneni-sponzoru\/","title":{"rendered":"Efekt \u0161roubovice ve sponzoringu: jak m\u00e9dia vytv\u00e1\u0159ej\u00ed nov\u00e9 mo\u017enosti zviditeln\u011bn\u00ed sponzor\u016f"},"content":{"rendered":"<p>P\u00ed\u0161e se rok 1984, kdy\u017e mlad\u00fd Ayrton Senna vstupuje do tov\u00e1rny Toleman ve Witney v hrabstv\u00ed Oxfordshire. Osv\u011btlen\u00fd sv\u011btlem pronikaj\u00edc\u00edm dovnit\u0159 velk\u00fdmi zam\u0159\u00ed\u017eovan\u00fdmi okny stoj\u00ed TG184 v cel\u00e9 sv\u00e9 kr\u00e1se v prvn\u00edm pat\u0159e d\u00edlny, obklopen\u00fd mechaniky, kte\u0159\u00ed pr\u00e1v\u011b dokon\u010dili jeho mont\u00e1\u017e. Je mal\u00fd, kompaktn\u00ed &#8211; jak bylo u tehdej\u0161\u00edch voz\u016f zvykem, m\u00e1 zvl\u00e1\u0161tn\u00ed dvouplo\u0161n\u00e9 k\u0159\u00eddlo a je vybaven agresivn\u00edm a inovativn\u00edm turbomotorem, co\u017e byl na svou dobu mimo\u0159\u00e1dn\u00fd krok vp\u0159ed. Na k\u0159\u00eddlech, p\u0159\u00eddi a boc\u00edch, pomalovan\u00fdch s p\u016fvabem, kter\u00fd m\u016f\u017ee d\u00e1t jen barva, jsou velk\u00e9 zna\u010dky sponzor\u016f t\u00e9 sez\u00f3ny: Candy, Segafredo, Sergio Tacchini, Magirus. Je b\u00edl\u00fd, modr\u00fd a \u010derven\u00fd. Kr\u00e1sn\u00e9.<\/p>\n<p>Jde o sc\u00e9nu z popul\u00e1rn\u00edho seri\u00e1lu Senna od Netflixu, kter\u00fd se v mnoha zem\u00edch sv\u011bta rychle dostal do top 10 a kter\u00fd mezi odp\u016frci i fanou\u0161ky neztratil na popularit\u011b. Tla\u010d\u00edtko &#8222;pauza&#8220; na p\u0159ehr\u00e1va\u010di n\u00e1m nab\u00edz\u00ed nehybn\u00fd obraz, kter\u00fd je stejn\u011b tak n\u00e1dhern\u00fd jako p\u0159edzv\u011bst\u00ed d\u016fle\u017eit\u00fdch \u00favah. Prvn\u00ed z nich je tato: je sice pravda, \u017ee v\u016fz v seri\u00e1lu je v\u00edce ne\u017e 40 let star\u00fd, ale expozice, kterou pro tuto zna\u010dku vytv\u00e1\u0159\u00ed, je st\u00e1le \u017eiv\u00e1 a sleduj\u00ed ji miliony lid\u00ed.<\/p>\n<h2>Viditelnost tady a te\u010f a v\u00edcerozm\u011brn\u00fd sponzoring<\/h2>\n<p>Na t\u011bchto str\u00e1nk\u00e1ch jsme ji\u017e mnohokr\u00e1t hovo\u0159ili o viditelnosti, vystaven\u00ed zna\u010dky a pov\u011bdom\u00ed o zna\u010dce. V\u0161echna tato d\u016fle\u017eit\u00e1 t\u00e9mata jsme \u010dasto stav\u011bli do kontrastu &#8211; nebo sp\u00ed\u0161e do protikladu &#8211; se sv\u011btem aktivac\u00ed. Pr\u00e1v\u011b z t\u011bchto dvou stran se zrodil n\u00e1\u0161 koncept &#8222;sponzoringu ledovce&#8220;, v n\u011bm\u017e je nejzaz\u0161\u00ed \u010d\u00e1st viditelnosti, ta, kter\u00e1 je vid\u011bt pouh\u00fdm okem, ve skute\u010dnosti podpo\u0159ena mnohem \u0161ir\u0161\u00edm sv\u011btem aktivac\u00ed, kter\u00e9 jsou na hony vzd\u00e1len\u00e9 vystaven\u00ed zna\u010dky, ale z\u00e1sadn\u00ed pro \u017eivot samotn\u00e9ho projektu. V\u0161echny tyto ot\u00e1zky z\u016fst\u00e1vaj\u00ed, jak ji\u017e bylo \u0159e\u010deno, \u00fast\u0159edn\u00ed, ale nyn\u00ed je t\u0159eba je relativizovat. Kdy\u017e mluv\u00edme o zviditeln\u011bn\u00ed, o expozici, mluv\u00edme o n\u00ed &#8222;tady a te\u010f&#8220; a opom\u00edj\u00edme aspekt, kter\u00fd se st\u00e1v\u00e1 st\u00e1le v\u00edce \u00fast\u0159edn\u00edm, a to aspekt v\u00edcerozm\u011brnosti sponzoringu.<\/p>\n<p>Dnes je d\u016fle\u017eit\u00e9 za\u010d\u00edt uva\u017eovat o sponzoringu jako o n\u00e1stroji, kter\u00fd m\u00e1 d\u016fle\u017eit\u00fd \u010dasov\u00fd rozm\u011br. Jist\u011b, je tu prob\u00edhaj\u00edc\u00ed sez\u00f3na a div\u00e1ci, kte\u0159\u00ed sleduj\u00ed z\u00e1vod tady a te\u010f, ale co se stane, kdy\u017e se na\u0161e zna\u010dka ocitne na fotografii, kter\u00e1 se stane historickou, v dokumentu, kter\u00fd vstoup\u00ed do knihoven fanou\u0161k\u016f, nebo ve filmu \u010di televizn\u00edm seri\u00e1lu? A znovu: co se stane, kdy\u017e se na\u0161e zna\u010dka dostane do grafiky videohry, kdy\u017e bude zobrazena na modelu, kter\u00fd se stane sb\u011bratelsk\u00fdm p\u0159edm\u011btem? Co se v podstat\u011b stane, kdy\u017e se sponzorovi poda\u0159\u00ed prolomit \u010dasovou bari\u00e9ru a p\u0159ekro\u010dit r\u00e1mec samotn\u00e9 sponzorsk\u00e9 smlouvy?<\/p>\n<h2>Efekt \u0161roubovice ve sponzoringu: posun vp\u0159ed vytv\u00e1\u0159en\u00edm hodnoty<\/h2>\n<p>Definujeme &#8222;efekt vrtule&#8220; jako dynamiku, kter\u00e1 se spust\u00ed, kdy\u017e popularita sponzorovan\u00e9ho sportu nebo p\u0159edm\u011btu vyvol\u00e1 pohyb, kter\u00fd posune hodnotu sponzorstv\u00ed vp\u0159ed nad r\u00e1mec jeho p\u0159irozen\u00e9 smluvn\u00ed doby trv\u00e1n\u00ed. P\u0159\u00edpad Segafredo nebo Candy s vozem Ayrtona Senny vystaven\u00fd na za\u010d\u00e1tku tohoto \u010dl\u00e1nku je p\u0159\u00edhodn\u00fd, i kdy\u017e samoz\u0159ejm\u011b nen\u00ed jedin\u00fd.<\/p>\n<p>Jak\u00e9 prvky charakterizuj\u00ed tento &#8222;vrtulov\u00fd efekt&#8220;?<\/p>\n<ul>\n<li>Popularita sportu a sportovn\u00edho majetku, kter\u00fd je sponzorov\u00e1n po ur\u010ditou dobu.<\/li>\n<li>V\u00fdjime\u010dn\u00e9 v\u00fdsledky na h\u0159i\u0161ti i mimo n\u011bj, kter\u00fdch sportovn\u00ed nemovitost dos\u00e1hla.<\/li>\n<li>Modern\u00ed a robustn\u00ed medi\u00e1ln\u00ed ekosyst\u00e9m<\/li>\n<li>Vytvo\u0159en\u00ed nov\u00e9 hodnoty pro zadavatele<\/li>\n<\/ul>\n<p>Popularita a v\u00fdsledky jsou palivem vrtule, kter\u00e9 ji udr\u017euje v pohybu. Je to intuitivn\u00ed: pr\u00e1v\u011b d\u00edky nim se v budoucnu vytvo\u0159\u00ed dostate\u010dn\u00e1 pozornost, aby se medi\u00e1ln\u00ed syst\u00e9m mohl rozb\u011bhnout.<\/p>\n<h2>M\u011bn\u00edc\u00ed se m\u00e9dia, m\u011bn\u00edc\u00ed se sport, m\u011bn\u00edc\u00ed se sponzoring<\/h2>\n<p>Kdy\u017e Ayrton v roce 1984 nased\u00e1 do Tolemanu, krajina sportu a sportovn\u00edho marketingu se z\u00e1sadn\u011b m\u011bn\u00ed. Sv\u011bt s\u00e1m je hluboce jin\u00fd a \u0159vouc\u00ed nadvl\u00e1da m\u00e9di\u00ed se je\u0161t\u011b neprojevila se v\u0161\u00ed svou mimo\u0159\u00e1dnou hlu\u010dnost\u00ed. Zkr\u00e1tka, nikdo si nemysl\u00ed, \u017ee ten v\u016fz skon\u010d\u00ed v dokumentu, pak ve filmu a pak oblet\u00ed sv\u011bt a skon\u010d\u00ed o 40 let pozd\u011bji st\u00e1le v centru d\u011bn\u00ed a stane se legendou.<\/p>\n<p>Internet, Pay per View, syst\u00e9my na vy\u017e\u00e1d\u00e1n\u00ed, globalizace medi\u00e1ln\u00edho trhu a proces kulturn\u00ed konsolidace jsou z \u010dasov\u00e9ho hlediska pom\u011brn\u011b ned\u00e1vn\u00e9, ale zp\u016fsobily v na\u0161ich \u017eivotech neb\u00fdvalou revoluci. Zd\u00e1 se to neuv\u011b\u0159iteln\u00e9, ale tomuto mocn\u00e9mu medi\u00e1ln\u00edmu gigantu, kter\u00fd nab\u00fdv\u00e1 st\u00e1le v\u011bt\u0161\u00ed s\u00edly, nen\u00ed ani 30 let.<\/p>\n<p>Dokument\u00e1rn\u00ed seri\u00e1ly, videohry, podcasty a specializovan\u00e9 kan\u00e1ly zm\u011bnily sport do hloubky p\u0159edev\u0161\u00edm proto, \u017ee dok\u00e1zaly rozm\u011blnit \u010dasov\u00fd rozm\u011br sportovn\u00edho z\u00e1\u017eitku. V podstat\u011b prodlou\u017eily kontaktn\u00ed bod mezi div\u00e1kem a sportovn\u00edm obsahem, \u010d\u00edm\u017e radik\u00e1ln\u011b prom\u011bnily samotnou zku\u0161enost se sportovn\u00edm produktem &#8211; a n\u00e1sledn\u011b i se zna\u010dkami. Mimo\u0159\u00e1dn\u00e1 hojnost medi\u00e1ln\u00edch a kulturn\u00edch produkt\u016f a jejich rostouc\u00ed po\u010det jen zvy\u0161uje efekt \u0161roubovice, a tedy i &#8222;novou&#8220; hodnotu, kterou sponzor z\u00edsk\u00e1v\u00e1.<\/p>\n<h2>Rozd\u00edl mezi &#8222;dlouh\u00fdm ocasem&#8220; a &#8222;efektem vrtule<\/h2>\n<p>Je d\u016fle\u017eit\u00e9 zd\u016fraznit, \u017ee tento &#8222;\u0161roubovit\u00fd efekt&#8220; se li\u0161\u00ed od prost\u00e9ho dlouh\u00e9ho chvostu sponzoringu.<\/p>\n<p>Ta je psychologick\u00fdm \u00fa\u010dinkem dobroty sponzoringu a jeho pozitivn\u00ed role na n\u00e1\u0161 kognitivn\u00ed a emocion\u00e1ln\u00ed apar\u00e1t. Kdy\u017e si jako fanou\u0161ek Manchesteru United vzpomenu na v\u00edt\u011bzn\u00e1 l\u00e9ta Rud\u00fdch \u010f\u00e1bl\u016f, vybav\u00ed se mi zna\u010dka SHARP, kter\u00e1 byla na dresech Rud\u00fdch \u010f\u00e1bl\u016f. Podobn\u011b, kdy\u017e si vzpomenu na bitvy Valentina Rossiho nebo Maxe Biaggiho, vybav\u00ed se mi zna\u010dky Gauloises nebo Camel. Nicm\u00e9n\u011b i kdy\u017e jsou jist\u011b tyto sponzorsk\u00e9 zna\u010dky r\u00e1dy, \u017ee na m\u011b jako spot\u0159ebitele p\u016fsob\u00ed podobn\u00fdm zp\u016fsobem, tato pozitivn\u00ed vzpom\u00ednka a pam\u011b\u0165 vytv\u00e1\u0159\u00ed pro zna\u010dku skute\u010dnou, ale nem\u011b\u0159itelnou hodnotu<\/p>\n<p>Naopak, efekt vrtule je velmi pragmatick\u00fd, konkr\u00e9tn\u00ed a m\u011b\u0159iteln\u00fd, proto\u017ee jde o nov\u00e9 vystaven\u00ed zna\u010dky \u0161irok\u00e9 a pr\u016f\u0159ezov\u00e9 ve\u0159ejnosti, kter\u00e1 je op\u011bt vystavena cel\u00e9mu pozitivn\u00edmu procesu sponzoringu. Je sice pravda, \u017ee v\u016fz v s\u00e9rii &#8222;Senna&#8220; je pouze simulakrem, ale \u00fa\u010dinek, kter\u00fd m\u00e1 na div\u00e1ka\/spot\u0159ebitele, je naprosto pravdiv\u00fd a skute\u010dn\u011b velmi siln\u00fd. Nen\u00ed zkr\u00e1tka n\u00e1hodou, \u017ee prodej Air Jordan 1 zaznamenal v\u00fdrazn\u00fd n\u00e1r\u016fst po uveden\u00ed &#8222;Posledn\u00edho tance&#8220;, seri\u00e1lu spole\u010dnosti Netflix o dynastii Michaela Jordana Chicago Bulls, nebo \u017ee spole\u010dnost Mars st\u00e1le t\u011b\u017e\u00ed z nes\u010detn\u00fdch memorabili\u00ed Maradony v dresu Neapole.<\/p>\n<h2>Dobr\u00fd sponzoring je nav\u017edy<\/h2>\n<p>Je tento &#8222;vrtulov\u00fd efekt&#8220; p\u0159edv\u00eddateln\u00fd? \u010c\u00e1ste\u010dn\u011b ano, i kdy\u017e, jak jsme vid\u011bli v jednom z p\u0159edchoz\u00edch odstavc\u016f, charakter v\u00fdjime\u010dnosti je p\u0159edpokladem.<\/p>\n<p>I kdy\u017e je pravda, \u017ee dobr\u00fd sponzoring je v\u011b\u010dn\u00fd, nesta\u010d\u00ed jen sponzorovat nejsiln\u011bj\u0161\u00ed t\u00fdm nebo sportovce a \u010dekat, a\u017e vyhraj\u00ed mistrovstv\u00ed. V\u00edt\u011bzstv\u00ed v\u017edy pom\u016f\u017ee, to je pravda, ale \u010dasto jsou to pr\u00e1v\u011b p\u0159\u00edb\u011bhy outsider\u016f, velk\u00fdch triumf\u016f zdola, kter\u00e9 se p\u0159ed\u00e1vaj\u00ed s v\u011bt\u0161\u00ed v\u0159elost\u00ed a nad\u0161en\u00edm. Nelze lh\u00e1t: \u0161t\u011bst\u00ed, schopnost vid\u011bt rod\u00edc\u00ed se talent, znalost discipl\u00edny jsou nezbytn\u00fdmi ingrediencemi. Vr\u00e1t\u00edme-li se k Sennovi, nikdo asi nemohl p\u0159edv\u00eddat, \u017ee se tento talentovan\u00fd Brazilec stane nejlep\u0161\u00edm jezdcem v\u0161ech dob, ale ti, kte\u0159\u00ed sledovali jeho v\u00fdkony od Formule Ford, si byli jisti, \u017ee sleduj\u00ed n\u011bco naprosto mimo\u0159\u00e1dn\u00e9ho.<\/p>\n<p>Jist\u00e9 je, \u017ee v dne\u0161n\u00edm sv\u011bt\u011b, v n\u011bm\u017e sport hraje v\u00fdznamnou roli v neust\u00e1le rostouc\u00ed medi\u00e1ln\u00ed agend\u011b a komunika\u010dn\u00edm ekosyst\u00e9mu, se p\u0159\u00edle\u017eitosti k tomu neust\u00e1le roz\u0161i\u0159uj\u00ed, a to je n\u011bco, co sponzo\u0159i, agentury a sportovn\u00ed spole\u010dnosti nemohou nad\u00e1le ignorovat. A toho by se dnes skute\u010dn\u011b m\u011blo dob\u0159e vyu\u017e\u00edt.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>P\u00ed\u0161e se rok 1984, kdy\u017e mlad\u00fd Ayrton Senna vstupuje do tov\u00e1rny Toleman ve Witney v hrabstv\u00ed Oxfordshire. Osv\u011btlen\u00fd sv\u011btlem pronikaj\u00edc\u00edm dovnit\u0159 velk\u00fdmi zam\u0159\u00ed\u017eovan\u00fdmi okny stoj\u00ed TG184 v cel\u00e9 sv\u00e9 kr\u00e1se v prvn\u00edm pat\u0159e d\u00edlny, obklopen\u00fd mechaniky, kte\u0159\u00ed pr\u00e1v\u011b dokon\u010dili jeho mont\u00e1\u017e. Je mal\u00fd, kompaktn\u00ed &#8211; jak bylo u tehdej\u0161\u00edch voz\u016f zvykem, m\u00e1 zvl\u00e1\u0161tn\u00ed dvouplo\u0161n\u00e9 k\u0159\u00eddlo [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":273728,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20228],"tags":[],"class_list":["post-273760","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Efekt vrtule ve sponzoringu: m\u00e9dia a nov\u00e9 zviditeln\u011bn\u00ed<\/title>\n<meta name=\"description\" content=\"Definujeme &quot;efekt vrtule&quot; jako dynamiku, kter\u00e1 se spust\u00ed, 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