{"id":278476,"date":"2020-11-09T14:33:00","date_gmt":"2020-11-09T13:33:00","guid":{"rendered":"https:\/\/rtrsports.com\/vypocet-roi-navratnosti-investic-ve-sportovnim-marketingu\/"},"modified":"2026-09-22T19:14:28","modified_gmt":"2026-09-22T17:14:28","slug":"vypocet-roi-navratnosti-investic-ve-sportovnim-marketingu","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/vypocet-roi-navratnosti-investic-ve-sportovnim-marketingu\/","title":{"rendered":"ROI sponzoringu: jak se doopravdy m\u011b\u0159\u00ed"},"content":{"rendered":"

Jen 37 % firem, kter\u00e9 investuj\u00ed do sponzoringu, m\u00e1 standardizovan\u00fd proces jeho m\u011b\u0159en\u00ed. \u00dadaj poch\u00e1z\u00ed od ANA, americk\u00e9ho sdru\u017een\u00ed zadavatel\u016f reklamy, a od t\u00e9 doby nikdo nezve\u0159ejnil \u0161ir\u0161\u00ed \u0161et\u0159en\u00ed. Snadn\u00fd z\u00e1v\u011br by zn\u011bl, \u017ee sponzoring nelze m\u011b\u0159it. Skute\u010dn\u00fd z\u00e1v\u011br je jin\u00fd: m\u011b\u0159it jde v\u00fdborn\u011b, jen si t\u00e9m\u011b\u0159 nikdo nekoup\u00ed n\u00e1stroje, kter\u00e9 k tomu slou\u017e\u00ed.<\/strong><\/p>\n

Aktualizov\u00e1no v z\u00e1\u0159\u00ed 2026.<\/em><\/p>\n

Uveden\u00ed do provozu, ne vysv\u011bd\u010den\u00ed<\/h2>\n

U pr\u016fmyslov\u00fdch klient\u016f pou\u017e\u00edv\u00e1m u\u017e l\u00e9ta jeden obraz, a t\u00edm je uveden\u00ed do provozu. Kdy\u017e se spou\u0161t\u00ed z\u00e1vod, m\u011b\u0159ic\u00ed technika se instaluje p\u0159ed zapnut\u00edm, ne po n\u011bm. M\u011b\u0159\u00ed se za klidu, m\u011b\u0159\u00ed se za provozu, porovn\u00e1v\u00e1 se. \u017d\u00e1dn\u00fd \u0159editel v\u00fdroby by nep\u0159istoupil na to, \u017ee v\u00fdrobn\u00ed linku posoud\u00ed na konci roku pohledem z d\u00e1lky.<\/p>\n

Ve sponzoringu se d\u011bje p\u0159esn\u011b tohle. Podep\u00ed\u0161e se, aktivuje se, a o dvan\u00e1ct m\u011bs\u00edc\u016f pozd\u011bji se po agentu\u0159e chce zpr\u00e1va. V tu chv\u00edli u\u017e neexistuje v\u00fdchoz\u00ed hodnota, neexistuje srovn\u00e1vac\u00ed skupina, neexistuje nic, co by umo\u017enilo odd\u011blit \u00fa\u010dinek smlouvy od v\u0161eho ostatn\u00edho. Nep\u0159ich\u00e1z\u00ed m\u011b\u0159en\u00ed, p\u0159ich\u00e1z\u00ed vysv\u011bd\u010den\u00ed napsan\u00e9 t\u00edm, kdo dostal zn\u00e1mku.<\/p>\n

Co ROI je a co nen\u00ed<\/h2>\n

ROI je finan\u010dn\u00ed ukazatel a z\u016fst\u00e1v\u00e1 t\u00edm, \u010d\u00edm byl v\u017edy: pom\u011brem mezi mar\u017e\u00ed, kterou aktivita vytvo\u0159\u00ed, a n\u00e1klady t\u00e9 aktivity, vyj\u00e1d\u0159en\u00fdm v procentech. P\u0159\u00edr\u016fstkov\u00e9 tr\u017eby minus celkov\u00e9 n\u00e1klady, d\u011bleno celkov\u00fdmi n\u00e1klady, kr\u00e1t sto. Nejsou v tom imprese, nejsou v tom zhl\u00e9dnut\u00ed, nejsou v tom sekundy loga na obrazovce.<\/p>\n

Bolav\u00fdm m\u00edstem je p\u0159\u00edvlastek: p\u0159\u00edr\u016fstkov\u00e9<\/strong> tr\u017eby. Ne tr\u017eby dan\u00e9ho obdob\u00ed, ale ty, kter\u00e9 by bez sponzoringu neexistovaly. Rozd\u00edl, kter\u00fd p\u016fsob\u00ed akademicky do chv\u00edle, ne\u017e se \u010dlov\u011bk pust\u00ed do v\u00fdpo\u010dtu, a pak se stane jedinou v\u011bc\u00ed, na kter\u00e9 z\u00e1le\u017e\u00ed.<\/p>\n

Stejn\u011b jasn\u011b je t\u0159eba \u0159\u00edct, co ROI nen\u00ed. Nen\u00ed to reklamn\u00ed ekvivalent, proslul\u00e9 AVE, tedy kolik by st\u00e1lo koupit v reklam\u011b prostor z\u00edskan\u00fd zdarma v p\u0159enosu a v tisku. Oborov\u00e1 sdru\u017een\u00ed tuto metriku rozebrala p\u0159ed v\u00edce ne\u017e patn\u00e1cti lety: Barcelona Principles, mezin\u00e1rodn\u00ed standard m\u011b\u0159en\u00ed komunikace prosazovan\u00fd AMEC, vznikly v roce 2010 a jejich p\u00e1t\u00e9 pravidlo AVE v\u017edy vylu\u010dovalo. Verze 4.0, p\u0159edstaven\u00e1 v \u010dervnu 2025, je je\u0161t\u011b ost\u0159ej\u0161\u00ed: neplatn\u00e9 m\u00edry jako AVE se nemaj\u00ed pou\u017e\u00edvat a p\u0159\u00ednos komunikace se hodnot\u00ed podle jej\u00edch v\u00fdsledk\u016f a dopadu.<\/p>\n

P\u0159esto se AVE v sezonn\u00edch zpr\u00e1v\u00e1ch objevuje d\u00e1l, proto\u017ee m\u00e1 dv\u011b neodolateln\u00e9 vlastnosti: snadno se vyrob\u00ed a v\u017edy d\u00e1 velk\u00e9 \u010d\u00edslo. Pokud v\u00e1m n\u011bkdo p\u0159edlo\u017e\u00ed v\u00fdnos ze sponzoringu vyj\u00e1d\u0159en\u00fd v reklamn\u00edm ekvivalentu, nem\u011b\u0159\u00ed v\u00e1m v\u00fdsledek. M\u011b\u0159\u00ed v\u00e1m, kolik jste ud\u011blali televize.<\/p>\n

ROI a ROO: dva n\u00e1stroje, ne dva n\u00e1zory<\/h2>\n

Vedle ROI existuje ROO, n\u00e1vratnost v\u016f\u010di c\u00edl\u016fm. Nen\u00ed to m\u011bk\u010d\u00ed verze ROI pro p\u0159\u00edpad, \u017ee \u010d\u00edsla nevych\u00e1zej\u00ed: je to spr\u00e1vn\u00fd n\u00e1stroj pro c\u00edle, kter\u00e9 v b\u011b\u017en\u00e9m roce neproch\u00e1zej\u00ed v\u00fdsledovkou. Sn\u00ed\u017eit n\u00e1klady na n\u00e1bor technick\u00e9ho profilu na trhu, kde v\u00e1s nikdo nezn\u00e1, je c\u00edl. Dostat se na dodavatelsk\u00fd seznam t\u0159\u00ed v\u00fdrobc\u016f je c\u00edl. Sn\u00ed\u017eit odchod pr\u016fmyslov\u00fdch klient\u016f, kte\u0159\u00ed jezd\u00ed na va\u0161e akce na okruhu, je c\u00edl.<\/p>\n

Pravidlo, kter\u00e9 pou\u017e\u00edv\u00e1m, je jednoduch\u00e9. ROO se deklaruje p\u0159ed podpisem, s \u010d\u00edseln\u00fdmi prahy a datem. ROI se po\u010d\u00edt\u00e1 potom, na tr\u017eb\u00e1ch. Smlouva, v n\u00ed\u017e nen\u00ed ani jedno, je smlouvou, kterou nikdo doopravdy nevyhodnot\u00ed, a proto se obvykle prodlou\u017e\u00ed ze setrva\u010dnosti nebo ukon\u010d\u00ed z \u00fanavy.<\/p>\n

\u010c\u00edsla, kter\u00e1 stoj\u00ed za zapamatov\u00e1n\u00ed<\/h2>\n

Kearney ve studii zve\u0159ejn\u011bn\u00e9 v \u010dervenci 2025 oce\u0148uje glob\u00e1ln\u00ed trh sportu na 417 miliard dolar\u016f a p\u0159edpokl\u00e1d\u00e1, \u017ee do roku 2030 p\u0159ekro\u010d\u00ed 600 miliard. Uvnit\u0159 t\u011bch 417 miliard m\u00e1 segment zahrnuj\u00edc\u00ed medi\u00e1ln\u00ed pr\u00e1va, sponzoring, reklamu ve sportovi\u0161t\u00edch, merchandising a den z\u00e1pasu hodnotu 154 miliard, a samotn\u00fd sponzoring spolu s reklamou ve sportovi\u0161t\u00edch z toho tvo\u0159\u00ed 52 miliard. Posledn\u00ed \u010d\u00edslo stoj\u00ed za zapamatov\u00e1n\u00ed, proto\u017ee je to skute\u010dn\u00fd rozsah \u0159emesla, o kter\u00e9m mluv\u00edme.<\/p>\n

Na druh\u00e9 stran\u011b je sn\u00edmek ANA a MASB, zve\u0159ejn\u011bn\u00fd v \u010dervenci 2018 a vzta\u017een\u00fd k severoamerick\u00e9mu trhu, kter\u00fd ESP Properties odhadovaly na 24,2 miliardy dolar\u016f: jen 37 % respondent\u016f m\u00e1 standardizovan\u00fd proces m\u011b\u0159en\u00ed, jen 40 % zapisuje o\u010dek\u00e1v\u00e1n\u00ed ohledn\u011b m\u011b\u0159en\u00ed do smluv s vlastn\u00edky pr\u00e1v a mezi t\u011bmi, kdo definovan\u00fd proces maj\u00ed, m\u00e1 57 % vyhrazen\u00fd rozpo\u010det, kter\u00fd ve v\u011bt\u0161in\u011b p\u0159\u00edpad\u016f \u010din\u00ed 5 % hodnoty pr\u00e1v nebo m\u00e9n\u011b. Z\u00e1rove\u0148 78 % uv\u00e1d\u011blo rostouc\u00ed pot\u0159ebu ov\u011b\u0159en\u00fdch v\u00fdsledk\u016f.<\/p>\n

\u017de je to po osmi letech st\u00e1le nejcitovan\u011bj\u0161\u00ed \u0161et\u0159en\u00ed, \u0159\u00edk\u00e1 podle m\u00e9ho n\u00e1zoru v\u00edc ne\u017e samotn\u00e9 \u010d\u00edslo.<\/p>\n

P\u011bt chyb, podle m\u00e9ho n\u00e1zoru<\/h2>\n

Prvn\u00ed: hledat ROI tam, kde je\u0161t\u011b nen\u00ed. Sponzoring v prvn\u00edm roce jen z\u0159\u00eddka vytvo\u0159\u00ed m\u011b\u0159iteln\u00e9 p\u0159\u00edr\u016fstkov\u00e9 tr\u017eby, proto\u017ee prvn\u00ed rok slou\u017e\u00ed k vybudov\u00e1n\u00ed podm\u00ednek. Po\u017eadovat ROI po dvan\u00e1cti m\u011bs\u00edc\u00edch vede k zav\u00edr\u00e1n\u00ed program\u016f, kter\u00e9 fungovaly.<\/p>\n

Druh\u00e1: nepo\u0159\u00eddit nulov\u00e9 m\u011b\u0159en\u00ed. Bez ode\u010dtu p\u0159ed podpisem u zn\u00e1mosti zna\u010dky, zva\u017eov\u00e1n\u00ed, obchodn\u00ed pipeline a pod\u00edlu na dot\u010den\u00fdch trz\u00edch je ka\u017ed\u00e9 pozd\u011bj\u0161\u00ed \u010d\u00edslo tvrzen\u00edm bez srovn\u00e1n\u00ed.<\/p>\n

T\u0159et\u00ed: m\u011b\u0159it jen snadn\u00e9 trhy. Mezin\u00e1rodn\u00ed program se mus\u00ed m\u011b\u0159it stejnou metodou ve v\u0161ech zem\u00edch, kde b\u011b\u017e\u00ed, jinak se cel\u00e1 operace nakonec posoud\u00ed podle v\u00fdsledku dom\u00e1c\u00edho trhu, kter\u00fd je t\u00e9m\u011b\u0159 v\u017edy sponzoringem ovlivn\u011bn nejm\u00e9n\u011b.<\/p>\n

\u010ctvrt\u00e1: zapomenout na aktiva\u010dn\u00ed n\u00e1klady ve jmenovateli. ROI se po\u010d\u00edt\u00e1 z celkov\u00e9 investice, ne jen z pr\u00e1v. Program s 500 000 eury za pr\u00e1va a 400 000 za aktivaci m\u00e1 jmenovatele 900 000, a kdo na to zapomene, vypr\u00e1v\u00ed si v\u00fdnos, kter\u00fd neexistuje.<\/p>\n

P\u00e1t\u00e1: nepo\u010d\u00edtat B2B. V motorsportu b\u00fdv\u00e1 \u010d\u00e1st hodnoty, kter\u00e1 proch\u00e1z\u00ed obchodn\u00edmi vztahy mezi sponzory, dodavatelsk\u00fdmi smlouvami vznikl\u00fdmi v hospitality a prezentacemi v padoku p\u0159ed klienty, kte\u0159\u00ed by v\u00e1s v kancel\u00e1\u0159i nep\u0159ijali, tou nejv\u00fdnosn\u011bj\u0161\u00ed \u010d\u00e1st\u00ed cel\u00e9ho programu. A je to z\u00e1rove\u0148 jedin\u00e1 \u010d\u00e1st, kterou nikdo ne\u00fa\u010dtuje, proto\u017ee p\u0159ich\u00e1z\u00ed v podob\u011b objedn\u00e1vek, kter\u00e9 vypadaj\u00ed, \u017ee vznikly jinde.<\/p>\n

Metoda v p\u011bti kroc\u00edch<\/h2>\n

Za prv\u00e9 se c\u00edle nap\u00ed\u0161ou do smlouvy, s \u010d\u00edsly a term\u00edny. Ne „zv\u00fd\u0161it pov\u011bdom\u00ed“, ale „zvednout podpo\u0159en\u00e9 pov\u011bdom\u00ed z 12 % na 20 % na n\u011bmeck\u00e9m trhu b\u011bhem dvaceti \u010dty\u0159 m\u011bs\u00edc\u016f“.<\/p>\n

Za druh\u00e9 se p\u0159ed podpisem po\u0159\u00edd\u00ed nulov\u00e9 m\u011b\u0159en\u00ed, na stejn\u00fdch ukazatel\u00edch a stejn\u00fdm n\u00e1strojem, kter\u00fd se pou\u017eije i pozd\u011bji. Je to polo\u017eka, kterou klienti \u0161krtaj\u00ed jako prvn\u00ed, a z\u00e1rove\u0148 ta, kter\u00e1 umo\u017e\u0148uje v\u0161echno ostatn\u00ed.<\/p>\n

Za t\u0159et\u00ed se izoluje \u00fa\u010dinek. Kde je to mo\u017en\u00e9, pou\u017eije se kontroln\u00ed trh, tedy srovnateln\u00e1 zem\u011b, kde se sponzoring neaktivuje, a m\u011b\u0159\u00ed se rozd\u00edl mezi ob\u011bma. Je to nejbli\u017e\u0161\u00ed v\u011bc d\u016fkazu, jakou tohle \u0159emeslo dovoluje.<\/p>\n

Za \u010dtvrt\u00e9 se odd\u011blen\u011b sleduj\u00ed t\u0159i toky hodnoty: p\u0159\u00edr\u016fstkov\u00e9 tr\u017eby, hodnota vznikl\u00fdch obchodn\u00edch vztah\u016f a \u00faspora na dal\u0161\u00edch marketingov\u00fdch polo\u017ek\u00e1ch, kter\u00e9 sponzoring u\u010dinil zbyte\u010dn\u00fdmi. Posledn\u00ed se t\u00e9m\u011b\u0159 v\u017edy zapom\u00edn\u00e1 a t\u00e9m\u011b\u0159 v\u017edy je v\u00fdznamn\u00e1.<\/p>\n

Za p\u00e1t\u00e9 se v polovin\u011b smlouvy provede revize. Ne kv\u016fli vyjedn\u00e1n\u00ed ceny, ale kv\u016fli p\u0159esunu aktiva\u010dn\u00edho rozpo\u010dtu tam, kde \u010d\u00edsla \u0159\u00edkaj\u00ed, \u017ee to funguje. V\u00edcelet\u00fd program, kter\u00fd m\u00e1 na konci druh\u00e9ho roku st\u00e1le aktiva\u010dn\u00ed pl\u00e1n z prvn\u00edho, je program, na kter\u00fd se nikdo ned\u00edv\u00e1.<\/p>\n

Kolik m\u011b\u0159en\u00ed stoj\u00ed<\/h2>\n

Mezi 3 % a 5 % hodnoty pr\u00e1v, pokud je m\u011b\u0159en\u00ed seri\u00f3zn\u00ed a pokr\u00fdv\u00e1 v\u00edce trh\u016f. Je to stejn\u00fd \u0159\u00e1d, jak\u00fd ANA zaznamenala u\u017e v roce 2018 jako strop v\u00fddaj\u016f mezi firmami s vyhrazen\u00fdm rozpo\u010dtem, co\u017e nazna\u010duje, \u017ee ti, kdo m\u011b\u0159\u00ed, n\u00e1klady znaj\u00ed, a ti, kdo nem\u011b\u0159\u00ed, se na n\u011b nikdy nezeptali.<\/p>\n

Podle m\u00e9ho n\u00e1zoru je to procento z\u00e1rove\u0148 dnem, pod kter\u00e9 nem\u00e1 smysl klesat. Program za milion eur s dvaceti tis\u00edci eury na m\u011b\u0159en\u00ed vyprodukuje zpr\u00e1vu, ne m\u011b\u0159en\u00ed. A zpr\u00e1va, kter\u00e1 nem\u016f\u017ee \u0159\u00edct ne, nen\u00ed k ni\u010demu, proto\u017ee hodnota m\u011b\u0159ic\u00edho p\u0159\u00edstroje spo\u010d\u00edv\u00e1 cel\u00e1 v jeho schopnosti d\u00e1t v\u00e1m za pravdu opak.<\/p>\n

Kdo se zab\u00fdv\u00e1 sponzoringem v motorsportu<\/a>, to dob\u0159e v\u00ed: je to obor, kde se p\u0159\u00edm\u00fd obchodn\u00ed v\u00fdnos izoluje nejsn\u00e1ze, proto\u017ee padok je uzav\u0159en\u00e9 prost\u0159ed\u00ed, v n\u011bm\u017e se vztahy daj\u00ed spo\u010d\u00edtat jeden po druh\u00e9m. A kdo se teprve rozhoduje, zda vstoupit, ud\u011bl\u00e1 dob\u0159e, kdy\u017e za\u010dne u firemn\u00edch faktor\u016f, kter\u00e9 rozhodnut\u00ed skute\u010dn\u011b \u0159\u00edd\u00ed<\/a>, je\u0161t\u011b p\u0159ed samotn\u00fdm v\u00fdpo\u010dtem.<\/p>\n

Zm\u011b\u0159it sponzoring nen\u00ed t\u011b\u017ek\u00e9. Je to jen v\u011bc, o kter\u00e9 se mus\u00ed rozhodnout p\u0159edem. V\u017edy.<\/strong><\/p>\n

Zdroje:<\/strong> ANA a MASB, studie o m\u011b\u0159en\u00ed sponzoringu<\/a>; AMEC, pro\u010d jsou AVE neplatn\u00e9<\/a>; Kearney, glob\u00e1ln\u00ed trh sportu sm\u011brem k 600 miliard\u00e1m<\/a>; Kearney, From passion to profit<\/a>.<\/p>\n

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\u010cast\u00e9 dotazy k v\u00fdpo\u010dtu ROI ve sponzoringu<\/b><\/h2>\r\n \r\n
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\r\n Jak se po\u010d\u00edt\u00e1 ROI sponzoringu?<\/b>\r\n <\/h3>\r\n\r\n
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Od p\u0159\u00edr\u016fstkov\u00fdch tr\u017eeb, kter\u00e9 sponzoring vytvo\u0159il, se ode\u010dtou celkov\u00e9 n\u00e1klady, v\u00fdsledek se vyd\u011bl\u00ed celkov\u00fdmi n\u00e1klady a vyn\u00e1sob\u00ed stem. Celkov\u00e9 n\u00e1klady zahrnuj\u00ed hodnotu pr\u00e1v a v\u0161echny aktiva\u010dn\u00ed v\u00fddaje, nejen poplatek zaplacen\u00fd vlastn\u00edkovi pr\u00e1v. Tr\u017eby mus\u00ed b\u00fdt p\u0159\u00edr\u016fstkov\u00e9, tedy ty, kter\u00e9 by bez smlouvy neexistovaly.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak\u00fd je rozd\u00edl mezi ROI a ROO?<\/b>\r\n <\/h3>\r\n\r\n
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ROI je finan\u010dn\u00ed ukazatel a m\u011b\u0159\u00ed vytvo\u0159enou mar\u017ei v\u016f\u010di investici. ROO, n\u00e1vratnost v\u016f\u010di c\u00edl\u016fm, m\u011b\u0159\u00ed dosa\u017een\u00ed c\u00edl\u016f, kter\u00e9 neproch\u00e1zej\u00ed okam\u017eit\u011b v\u00fdsledovkou, nap\u0159\u00edklad zn\u00e1most na nov\u00e9m trhu, vstup na dodavatelsk\u00fd seznam nebo sn\u00ed\u017een\u00ed n\u00e1klad\u016f na n\u00e1bor. Oba n\u00e1stroje existuj\u00ed vedle sebe: ROO se deklaruje p\u0159ed podpisem, ROI se po\u010d\u00edt\u00e1 potom.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Je AVE platnou m\u00edrou v\u00fdnosu ze sponzoringu?<\/b>\r\n <\/h3>\r\n\r\n
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Ne. Reklamn\u00ed ekvivalent odhaduje, kolik by st\u00e1lo koupit stejn\u00fd prostor v reklam\u011b, ale ne\u0159\u00edk\u00e1 nic o tom, co ta expozice zp\u016fsobila. Barcelona Principles, mezin\u00e1rodn\u00ed standard m\u011b\u0159en\u00ed komunikace vznikl\u00fd v roce 2010 a dnes ve verzi 4.0, uv\u00e1d\u011bj\u00ed, \u017ee neplatn\u00e9 m\u00edry jako AVE se nemaj\u00ed pou\u017e\u00edvat.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Kolik stoj\u00ed zm\u011b\u0159it sponzoring?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Mezi 3 % a 5 % hodnoty pr\u00e1v u seri\u00f3zn\u00edho programu na v\u00edce trz\u00edch. Studie ANA z roku 2018 zjistila, \u017ee v\u011bt\u0161ina firem s procesem m\u011b\u0159en\u00ed na tuto polo\u017eku vy\u010dlenila 5 % hodnoty pr\u00e1v nebo m\u00e9n\u011b.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Jak dlouho trv\u00e1, ne\u017e lze v\u00fdnos zm\u011b\u0159it?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Z\u00e1le\u017e\u00ed na c\u00edli. Ukazatele vn\u00edm\u00e1n\u00ed se h\u00fdbou v prvn\u00edch dvan\u00e1cti m\u011bs\u00edc\u00edch, pokud je aktivace v\u00fdrazn\u00e1, p\u0159\u00edr\u016fstkov\u00e9 tr\u017eby z\u0159\u00eddka p\u0159ed druh\u00fdm rokem a hodnota obchodn\u00edch vztah\u016f vznikl\u00fdch v hospitality se projevuje po celou dobu trv\u00e1n\u00ed smlouvy. Po\u017eadovat finan\u010dn\u00ed ROI po dvan\u00e1cti m\u011bs\u00edc\u00edch vede k zav\u00edr\u00e1n\u00ed program\u016f, kter\u00e9 fungovaly.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Jen 37 % firem, kter\u00e9 investuj\u00ed do sponzoringu, m\u00e1 standardizovan\u00fd proces jeho m\u011b\u0159en\u00ed. \u00dadaj poch\u00e1z\u00ed od ANA, americk\u00e9ho sdru\u017een\u00ed zadavatel\u016f reklamy, a od t\u00e9 doby nikdo nezve\u0159ejnil \u0161ir\u0161\u00ed \u0161et\u0159en\u00ed. Snadn\u00fd z\u00e1v\u011br by zn\u011bl, \u017ee sponzoring nelze m\u011b\u0159it. Skute\u010dn\u00fd z\u00e1v\u011br je jin\u00fd: m\u011b\u0159it jde v\u00fdborn\u011b, jen si t\u00e9m\u011b\u0159 nikdo nekoup\u00ed n\u00e1stroje, kter\u00e9 k tomu slou\u017e\u00ed. Aktualizov\u00e1no […]<\/p>\n","protected":false},"author":14,"featured_media":191749,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20238,20228],"tags":[],"class_list":["post-278476","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing-cs","category-sportovni-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"\nROI sponzoringu: jak se doopravdy m\u011b\u0159\u00ed<\/title>\n<meta name=\"description\" content=\"Jak se skute\u010dn\u011b m\u011b\u0159\u00ed ROI sponzoringu: p\u0159\u00edr\u016fstkov\u00e9 tr\u017eby, ROO, pro\u010d AVE neplat\u00ed, p\u011bt typick\u00fdch chyb a metoda v p\u011bti kroc\u00edch.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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