{"id":273866,"date":"2024-12-23T17:26:17","date_gmt":"2024-12-23T16:26:17","guid":{"rendered":"https:\/\/rtrsports.com\/sportovni-sponzoring-potreba-dokonale-propojit-digitalni-a-sportovni-aktivace\/"},"modified":"2026-11-04T15:03:34","modified_gmt":"2026-11-04T14:03:34","slug":"sportovni-sponzoring-potreba-dokonale-propojit-digitalni-a-sportovni-aktivace","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/sportovni-sponzoring-potreba-dokonale-propojit-digitalni-a-sportovni-aktivace\/","title":{"rendered":"Digit\u00e1ln\u00ed a fyzick\u00e9 aktivace ve sportovn\u00edm sponzoringu: pro\u010d je pl\u00e1novat spole\u010dn\u011b"},"content":{"rendered":"<p>Aktivace je v\u0161echno, co sponzor d\u011bl\u00e1, aby z loga ud\u011blal z\u00e1\u017eitek: host v depu, sout\u011b\u017e, video, simulovan\u00fd z\u00e1vod. <strong>Digit\u00e1ln\u00ed a fyzick\u00e9 aktivace<\/strong> pln\u00ed dva r\u016fzn\u00e9 \u00fakoly: fyzick\u00e9 vytv\u00e1\u0159ej\u00ed vzpom\u00ednku, digit\u00e1ln\u00ed ji n\u00e1sob\u00ed a d\u011blaj\u00ed ji m\u011b\u0159itelnou. Odd\u011blit je od sebe je nejrychlej\u0161\u00ed zp\u016fsob, jak promarnit sponzoring.<\/p>\n<p>Podle m\u00fdch zku\u0161enost\u00ed se \u010dasto d\u011bje opak: jeden rozpo\u010det na hospitality, druh\u00fd na soci\u00e1ln\u00ed s\u00edt\u011b, dva t\u00fdmy, kter\u00e9 spolu nemluv\u00ed, a akce, kter\u00e1 kon\u010d\u00ed v ned\u011bli ve\u010der. Aktivace se vypl\u00e1cej\u00ed, kdy\u017e jsou pojat\u00e9 jako jeden p\u0159\u00edb\u011bh, vypr\u00e1v\u011bn\u00fd na okruhu i mimo n\u011bj.<\/p>\n<p><strong>Ve zkratce<\/strong><\/p>\n<ul>\n<li><strong>Fyzick\u00e9 aktivace<\/strong> (hospitality, akce, z\u00e1\u017eitky na okruhu) buduj\u00ed vzpom\u00ednky, d\u016fv\u011bru a vztahy B2B.<\/li>\n<li><strong>Digit\u00e1ln\u00ed aktivace<\/strong> p\u0159in\u00e1\u0161ej\u00ed sd\u011blen\u00ed t\u011bm, kdo na okruhu nejsou, tedy naprost\u00e9 v\u011bt\u0161in\u011b fanou\u0161k\u016f, a vytv\u00e1\u0159ej\u00ed data.<\/li>\n<li><strong>Hybridn\u00ed z\u00e1\u017eitky<\/strong>, jako p\u0159ehl\u00eddka jezdc\u016f v autech LEGO na Velk\u00e9 cen\u011b Miami 2025, vznikaj\u00ed na okruhu a \u017eij\u00ed online.<\/li>\n<\/ul>\n<h2>Co d\u011bl\u00e1 fyzick\u00e1 aktivace<\/h2>\n<p>Z\u00e1\u017eitek pro\u017eit\u00fd osobn\u011b zanech\u00e1 stopu, jakou obsah na obrazovce vyrovn\u00e1 jen z\u0159\u00eddka: hluk, depo, p\u0159\u00edstup na m\u00edsto, kter\u00e9 je obvykle zav\u0159en\u00e9. Nen\u00ed n\u00e1hoda, \u017ee u\u017e v roce 2014 pr\u016fzkum, kter\u00fd pro Eventbrite provedla spole\u010dnost Harris, zjistil, \u017ee 78 % americk\u00fdch mileni\u00e1l\u016f d\u00e1v\u00e1 p\u0159ednost utr\u00e1cen\u00ed za z\u00e1\u017eitek p\u0159ed utr\u00e1cen\u00edm za v\u011bc. Je to spot\u0159ebitelsk\u00fd \u00fadaj a nen\u00ed nov\u00fd, ale popisuje trend, kter\u00fd sport dob\u0159e zn\u00e1.<\/p>\n<p>Sportovn\u00ed sponzoring nav\u00edc po\u017e\u00edv\u00e1 vysok\u00e9 d\u016fv\u011bry. Podle studie Trust in Advertising Study 2021 spole\u010dnosti Nielsen, proveden\u00e9 na v\u00edce ne\u017e 40 000 lidech po cel\u00e9m sv\u011bt\u011b, 81 % zcela nebo \u010d\u00e1ste\u010dn\u011b d\u016fv\u011b\u0159uje sponzoringu zna\u010dek na sportovn\u00edch akc\u00edch: je to t\u0159et\u00ed nejv\u011brohodn\u011bj\u0161\u00ed kan\u00e1l, po doporu\u010den\u00edch zn\u00e1m\u00fdch a webov\u00fdch str\u00e1nk\u00e1ch zna\u010dek.<\/p>\n<p>Pro firmu B2B je tu je\u0161t\u011b dal\u0161\u00ed hodnota. Velk\u00e1 cena <a href=\"https:\/\/rtrsports.com\/cs\/vzorec-1-sponzorstvi\/\">Formule 1<\/a> nebo <a href=\"https:\/\/rtrsports.com\/cs\/sponzorstvi-motogp\/\">MotoGP<\/a> je m\u00edsto, kde lze dva nebo t\u0159i dny hostit klienty a partnery, s \u010dasem a pozornost\u00ed, kter\u00e9 \u017e\u00e1dn\u00e1 sch\u016fzka nezaru\u010d\u00ed. Mnoho obchodn\u00edch vztah\u016f vznik\u00e1 pr\u00e1v\u011b tam, ne p\u0159ed logem na kapot\u00e1\u017ei.<\/p>\n<h2>Co d\u011bl\u00e1 digit\u00e1ln\u00ed aktivace<\/h2>\n<p>Publikum motorsportu je z velk\u00e9 \u010d\u00e1sti daleko od okruhu. U\u017e v roce 2023 p\u0159ipom\u00ednala \u0159editelka komer\u010dn\u00edch partnerstv\u00ed Formule 1, \u017ee 99 % fanou\u0161k\u016f se v pr\u016fb\u011bhu sezony \u017e\u00e1dn\u00e9 Velk\u00e9 ceny na m\u00edst\u011b nez\u00fa\u010dastn\u00ed, zat\u00edmco \u00fa\u010dty Formule 1 na soci\u00e1ln\u00edch s\u00edt\u00edch m\u011bly na konci \u010dervence 2026 p\u0159es 125 milion\u016f sleduj\u00edc\u00edch. Psali jsme o tom v pr\u016fvodci, <a href=\"https:\/\/rtrsports.com\/cs\/blog\/involve-public-motorsport-content\/\">jak zapojit publikum motorsportu<\/a>.<\/p>\n<p>Digit\u00e1ln\u00ed aktivace stav\u00ed sponzora p\u0159ed toto publikum a d\u011blaj\u00ed t\u0159i v\u011bci, kter\u00e9 fyzick\u00e1 akce sama nezvl\u00e1dne. Prodlu\u017euj\u00ed kontakt p\u0159ed z\u00e1vodem i po n\u011bm, d\u00edky obsahu, sout\u011b\u017e\u00edm a novink\u00e1m. Vytv\u00e1\u0159ej\u00ed data o tom, kdo se \u00fa\u010dastn\u00ed a co ho zaj\u00edm\u00e1. A zapojuj\u00ed ty, kdo sleduj\u00ed z domova, jak uk\u00e1zal FanBoost, online hlasov\u00e1n\u00ed, kter\u00fdm Formule E v letech 2014 a\u017e 2022 d\u00e1vala nejv\u00edce hlasovan\u00fdm jezdc\u016fm v z\u00e1vod\u011b p\u0159\u00eddavn\u00fd v\u00fdkon: mechanismus \u0161ampion\u00e1tu, ne sponzora, ale jasn\u00fd p\u0159\u00edklad zapojen\u00ed. Nej\u010dast\u011bj\u0161\u00ed formy jsme shrnuli v \u010dl\u00e1nku o <a href=\"https:\/\/rtrsports.com\/cs\/blog\/gamification-sport\/\">gamifikaci ve sportu<\/a>.<\/p>\n<h2>Hybridn\u00ed z\u00e1\u017eitky: vznikaj\u00ed na okruhu, \u017eij\u00ed online<\/h2>\n<p>Nejjasn\u011bj\u0161\u00edm p\u0159\u00edkladem posledn\u00edch let je p\u0159ehl\u00eddka jezdc\u016f na Velk\u00e9 cen\u011b Miami 4. kv\u011btna 2025, kterou p\u0159ipravila spole\u010dnost LEGO, partner Formule 1 od roku 2025. M\u00edsto obvykl\u00e9ho n\u00e1kladn\u00edho auta objeli jezdci okruh v deseti autech LEGO v \u017eivotn\u00ed velikosti, z nich\u017e ka\u017ed\u00e9 bylo postaven\u00e9 z p\u0159ibli\u017en\u011b 400 000 kostek. Byla to fyzick\u00e1 aktivace p\u0159ed div\u00e1ky na okruhu; videa, kter\u00e1 nato\u010dili sami jezdci, pln\u00e1 p\u0159edj\u00ed\u017ed\u011bn\u00ed a drobn\u00fdch koliz\u00ed, z n\u00ed ud\u011blala digit\u00e1ln\u00ed obsah. Lewis Hamilton ji ozna\u010dil za nejz\u00e1bavn\u011bj\u0161\u00ed p\u0159ehl\u00eddku jezdc\u016f v\u016fbec.<\/p>\n<p>To je model, ke kter\u00e9mu se vyplat\u00ed sm\u011b\u0159ovat: z\u00e1\u017eitek navr\u017een\u00fd pro ty, kdo jsou na m\u00edst\u011b, a od za\u010d\u00e1tku promy\u0161len\u00fd tak, aby se dal vypr\u00e1v\u011bt t\u011bm, kdo tam nejsou. Kdy\u017e funguje, hodnota nekon\u010d\u00ed s akc\u00ed a n\u011bkdy trv\u00e1 roky: tomu \u0159\u00edk\u00e1me <a href=\"https:\/\/rtrsports.com\/cs\/blog\/efekt-sroubovice-ve-sponzoringu-jak-media-vytvareji-nove-moznosti-zviditelneni-sponzoru\/\">efekt vrtule<\/a>.<\/p>\n<h2>Jak m\u011b\u0159it aktivace<\/h2>\n<p>Ob\u011b poloviny se m\u011b\u0159\u00ed r\u016fzn\u011b. Fyzick\u00e9 aktivace se hodnot\u00ed podle zp\u011btn\u00e9 vazby host\u016f, vznikl\u00fdch setk\u00e1n\u00ed a v B2B podle jedn\u00e1n\u00ed, kter\u00e1 z nich vzejdou. Digit\u00e1ln\u00ed p\u0159in\u00e1\u0161ej\u00ed interakce, zhl\u00e9dnut\u00ed, registrace a konverze. Pro p\u0159edstavu o m\u011b\u0159\u00edtku: podle Blinkfire byla Velk\u00e1 cena N\u011bmecka MotoGP 2025 na Sachsenringu nejlep\u0161\u00edm v\u00edkendem sezony na soci\u00e1ln\u00edch s\u00edt\u00edch, s t\u00e9m\u011b\u0159 20 miliony interakc\u00ed a v\u00edce ne\u017e 381 miliony zhl\u00e9dnut\u00ed za cel\u00fd v\u00edkend.<\/p>\n<p>Podstatn\u00e9 je spojit ob\u011b \u0159ady dat, a ne je \u010d\u00edst odd\u011blen\u011b: host v hospitality, kter\u00fd pak reaguje na obsah sponzora, m\u00e1 v\u011bt\u0161\u00ed hodnotu ne\u017e sou\u010det oboj\u00edho. Jak vybudovat syst\u00e9m m\u011b\u0159en\u00ed, vysv\u011btlujeme v pr\u016fvodci <a href=\"https:\/\/rtrsports.com\/cs\/jak-pouzivat-analytiku-k-optimalizaci-sponzorskych-strategii\/\">analytikou ve sponzoringu<\/a>.<\/p>\n<h2>Jeden p\u0159\u00edb\u011bh, dva kan\u00e1ly<\/h2>\n<p>Sponzoring, kter\u00fd s\u00e1z\u00ed jen na digit\u00e1l, ztr\u00e1c\u00ed emocion\u00e1ln\u00ed slo\u017eku; sponzoring, kter\u00fd s\u00e1z\u00ed jen na fyzickou p\u0159\u00edtomnost, mluv\u00ed k m\u00e1lokomu a m\u00e1lo m\u011b\u0159\u00ed. Digit\u00e1ln\u00ed a fyzick\u00e9 aktivace se vypl\u00e1cej\u00ed, kdy\u017e stejn\u00fd p\u0159\u00edb\u011bh p\u0159ech\u00e1z\u00ed z okruhu na obrazovku a zp\u011bt, s jedn\u00edm kalend\u00e1\u0159em a spole\u010dn\u00fdmi c\u00edli. Pro ty, kdo \u0159\u00edd\u00ed marketing, nen\u00ed na za\u010d\u00e1tku spr\u00e1vnou ot\u00e1zkou, kolik utratit za hospitality a kolik za soci\u00e1ln\u00ed s\u00edt\u011b, ale jak\u00fd p\u0159\u00edb\u011bh vypr\u00e1v\u011bt na obou m\u00edstech.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>\u010casto kladen\u00e9 ot\u00e1zky o digit\u00e1ln\u00edch a fyzick\u00fdch aktivac\u00edch<\/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>Co jsou digit\u00e1ln\u00ed a fyzick\u00e9 aktivace sponzoringu?<\/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>Jsou to iniciativy, kter\u00fdmi sponzor prom\u011b\u0148uje svou p\u0159\u00edtomnost v z\u00e1\u017eitek. Fyzick\u00e9 aktivace prob\u00edhaj\u00ed na m\u00edst\u011b, nap\u0159\u00edklad hospitality, akce na okruhu a setk\u00e1n\u00ed s jezdci; digit\u00e1ln\u00ed prob\u00edhaj\u00ed online, s obsahem, sout\u011b\u017eemi, aplikacemi a hrami. Prvn\u00ed vytv\u00e1\u0159ej\u00ed vzpom\u00ednku, druh\u00e9 ji n\u00e1sob\u00ed a d\u011blaj\u00ed ji m\u011b\u0159itelnou.<\/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\u010d na fyzick\u00fdch aktivac\u00edch st\u00e1le z\u00e1le\u017e\u00ed?<\/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 z\u00e1\u017eitek pro\u017eit\u00fd osobn\u011b zanech\u00e1 stopu a pro firmy B2B je to m\u00edsto, kde lze hostit klienty a partnery. Sportovn\u00ed sponzoring je nav\u00edc d\u016fv\u011bryhodn\u00fd kan\u00e1l: podle studie Trust in Advertising Study 2021 spole\u010dnosti Nielsen 81 % lid\u00ed zcela nebo \u010d\u00e1ste\u010dn\u011b d\u016fv\u011b\u0159uje sponzoringu na sportovn\u00edch akc\u00edch.<\/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 p\u0159id\u00e1vaj\u00ed digit\u00e1ln\u00ed aktivace?<\/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>Oslovuj\u00ed ty, kdo na okruhu nejsou, tedy naprostou v\u011bt\u0161inu publika: \u0159editelka komer\u010dn\u00edch partnerstv\u00ed Formule 1 v roce 2023 p\u0159ipomn\u011bla, \u017ee 99 % fanou\u0161k\u016f se v pr\u016fb\u011bhu sezony \u017e\u00e1dn\u00e9 Velk\u00e9 ceny na m\u00edst\u011b nez\u00fa\u010dastn\u00ed. Prodlu\u017euj\u00ed kontakt p\u0159ed akc\u00ed i po n\u00ed a vytv\u00e1\u0159ej\u00ed data o \u00fa\u010dastn\u00edc\u00edch.<\/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 je hybridn\u00ed aktivace?<\/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>Je to fyzick\u00fd z\u00e1\u017eitek od za\u010d\u00e1tku navr\u017een\u00fd tak, aby \u017eil i online. P\u0159\u00edkladem je p\u0159ehl\u00eddka jezdc\u016f na Velk\u00e9 cen\u011b Miami 4. kv\u011btna 2025 v deseti autech LEGO v \u017eivotn\u00ed velikosti: prob\u011bhla p\u0159ed div\u00e1ky na okruhu a videa nato\u010den\u00e1 jezdci ji p\u0159enesla na soci\u00e1ln\u00ed s\u00edt\u011b.<\/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 se m\u011b\u0159\u00ed digit\u00e1ln\u00ed a fyzick\u00e9 aktivace?<\/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>Fyzick\u00e9 aktivace se m\u011b\u0159\u00ed zp\u011btnou vazbou host\u016f a setk\u00e1n\u00edmi a jedn\u00e1n\u00edmi, kter\u00e1 z nich vzniknou; digit\u00e1ln\u00ed interakcemi, zhl\u00e9dnut\u00edmi a konverzemi. Skute\u010dn\u00e1 hodnota se uk\u00e1\u017ee, kdy\u017e se ob\u011b \u0159ady dat \u010dtou spole\u010dn\u011b.<\/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>Hod\u00ed se aktivace i 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>Ano. Pro firmu, kter\u00e1 prod\u00e1v\u00e1 jin\u00fdm firm\u00e1m, je hospitality na Velk\u00e9 cen\u011b Formule 1 nebo MotoGP zp\u016fsob, jak str\u00e1vit dva nebo t\u0159i dny s klienty a partnery, a digit\u00e1ln\u00ed obsah umo\u017e\u0148uje o t\u00e9to p\u0159\u00edtomnosti vypr\u00e1v\u011bt v\u0161em ostatn\u00edm obchodn\u00edm kontakt\u016fm.<\/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>Aktivace je v\u0161echno, co sponzor d\u011bl\u00e1, aby z loga ud\u011blal z\u00e1\u017eitek: host v depu, sout\u011b\u017e, video, simulovan\u00fd z\u00e1vod. Digit\u00e1ln\u00ed a fyzick\u00e9 aktivace pln\u00ed dva r\u016fzn\u00e9 \u00fakoly: fyzick\u00e9 vytv\u00e1\u0159ej\u00ed vzpom\u00ednku, digit\u00e1ln\u00ed ji n\u00e1sob\u00ed a d\u011blaj\u00ed ji m\u011b\u0159itelnou. Odd\u011blit je od sebe je nejrychlej\u0161\u00ed zp\u016fsob, jak promarnit sponzoring. Podle m\u00fdch zku\u0161enost\u00ed se \u010dasto d\u011bje opak: jeden rozpo\u010det [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":273854,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20229],"tags":[],"class_list":["post-273866","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>Digit\u00e1ln\u00ed a fyzick\u00e9 aktivace ve sponzoringu<\/title>\n<meta name=\"description\" content=\"Digit\u00e1ln\u00ed a fyzick\u00e9 aktivace: co d\u011bl\u00e1 ka\u017ed\u00e1 z nich, jak vytv\u00e1\u0159et hybridn\u00ed z\u00e1\u017eitky jako 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