{"id":278597,"date":"2025-03-21T15:23:25","date_gmt":"2025-03-21T14:23:25","guid":{"rendered":"https:\/\/rtrsports.com\/jak-zvysit-angazovanost-fanousku-pomoci-sportovniho-marketingu-pripad-motogp\/"},"modified":"2025-07-17T11:20:36","modified_gmt":"2025-07-17T09:20:36","slug":"jak-zvysit-angazovanost-fanousku-pomoci-sportovniho-marketingu-pripad-motogp","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/jak-zvysit-angazovanost-fanousku-pomoci-sportovniho-marketingu-pripad-motogp\/","title":{"rendered":"Jak zv\u00fd\u0161it anga\u017eovanost fanou\u0161k\u016f pomoc\u00ed sportovn\u00edho marketingu: p\u0159\u00edpad MotoGP"},"content":{"rendered":"<p>Sponzoring, a zejm\u00e9na <a href=\"https:\/\/rtrsports.com\/cs\/sponzoring-sport-2\/\"><strong>sportovn\u00ed sponzoring<\/strong><\/a>je mocn\u00fdm marketingov\u00fdm a komunika\u010dn\u00edm n\u00e1strojem, kter\u00fd umo\u017e\u0148uje spole\u010dnostem a zna\u010dk\u00e1m oslovit a oslovit sv\u00e9 c\u00edlov\u00e9 publikum t\u00edm, \u017ee je zapoj\u00ed do chv\u00edle z\u00e1bavy a voln\u00e9ho \u010dasu, ani\u017e by p\u0159eru\u0161ily sledovan\u00fd po\u0159ad. Na rozd\u00edl od klasick\u00e9 reklamy, kter\u00e1 stoj\u00ed mezi n\u00e1mi a t\u00edm, co sledujeme, je sportovn\u00ed sponzoring ned\u00edlnou sou\u010d\u00e1st\u00ed z\u00e1pas\u016f, sout\u011b\u017e\u00ed nebo ud\u00e1lost\u00ed. Nejen\u017ee n\u00e1s tento sponzor v\u016fbec neobt\u011b\u017euje, ale ve skute\u010dnosti se ho \u010dasem nau\u010d\u00edme rozpozn\u00e1vat a pamatovat si ho p\u0159i n\u00e1kupech.<\/p>\n<h2>Sport: v\u00e1\u0161e\u0148 ka\u017ed\u00e9ho z n\u00e1s<\/h2>\n<p>Sportovn\u00ed sponzoring vyu\u017e\u00edv\u00e1 v\u00e1\u0161e\u0148 a hodnoty, kter\u00e9 jednotliv\u00e9 sportovn\u00ed discipl\u00edny zt\u011bles\u0148uj\u00ed a reprezentuj\u00ed: sport spojuje a sjednocuje fanou\u0161ky a div\u00e1ky, kte\u0159\u00ed sleduj\u00ed sport po cel\u00e9m sv\u011bt\u011b.<\/p>\n<p>V\u0161ichni sledujeme sport v televizi, chod\u00edme na fotbalov\u00e9 nebo tenisov\u00e9 z\u00e1pasy jako div\u00e1ci, doprov\u00e1z\u00edme sv\u00e9 d\u011bti na basketbal, chod\u00edme cvi\u010dit do posilovny nebo do baz\u00e9nu, a i kdy\u017e nejsme zap\u00e1len\u00ed fanou\u0161ci, v\u00edme, co se ve sv\u011bt\u011b sportu d\u011bje, proto\u017ee noviny a televizn\u00ed zpravodajstv\u00ed n\u00e1s denn\u011b informuj\u00ed o nejd\u016fle\u017eit\u011bj\u0161\u00edch ud\u00e1lostech na rozs\u00e1hl\u00fdch sportovn\u00edch str\u00e1nk\u00e1ch. Sport fascinuje a zapojuje v\u0161echny, mlad\u00e9 i star\u00e9, \u017eeny i mu\u017ee, ale p\u0159edev\u0161\u00edm je ned\u00edlnou sou\u010d\u00e1st\u00ed ka\u017edodenn\u00edho \u017eivota a modern\u00ed kultury.<\/p>\n<p><strong>Mezi jednotliv\u00fdmi sportovn\u00edmi discipl\u00ednami<\/strong> jsou z\u0159eteln\u00e9 <strong>c\u00edlov\u00e9 rozd\u00edly<\/strong>. Pokud je fotbal sportem, kter\u00fd fascinuje v\u0161echny na cel\u00e9m sv\u011bt\u011b, tak je to i <a href=\"https:\/\/rtrsports.com\/sponsorizzazioni-formula-1\/\"><strong>Formule 1<\/strong><\/a> nebo <a href=\"https:\/\/rtrsports.com\/cs\/sponzorstvi-motogp\/\"><strong>MotoGP<\/strong><\/a>kriket je naproti tomu spjat sp\u00ed\u0161e s anglick\u00fdm nebo indick\u00fdm \u00fazem\u00edm. Stejn\u011b tak basketbal a americk\u00fd fotbal jsou siln\u00e9 na nov\u00e9m kontinentu, stoln\u00ed tenis v \u010c\u00edn\u011b, ragby ve Velk\u00e9 Brit\u00e1nii a Austr\u00e1lii atd.<\/p>\n<p>Podobn\u011b m\u00e1 ka\u017ed\u00fd sport specifickou c\u00edlovou skupinu, kter\u00e1 ho sleduje: ve\u0159ejnost, kter\u00e1 se zaj\u00edm\u00e1 o placht\u011bn\u00ed, se obvykle li\u0161\u00ed od ve\u0159ejnosti, kter\u00e1 sleduje cyklistiku, m\u00e1 odli\u0161n\u00e9 sociokulturn\u00ed z\u00e1zem\u00ed a kupn\u00ed s\u00edlu. Spole\u010dnosti sponzoruj\u00edc\u00ed sporty mus\u00ed br\u00e1t v \u00favahu v\u0161echny tyto prom\u011bnn\u00e9 a vyb\u00edrat racion\u00e1ln\u011b, vyvarovat se osobn\u00edch v\u00e1\u0161n\u00ed a instinktivn\u00edch rozhodnut\u00ed.<\/p>\n<h2>A jak si stoj\u00ed motorsport?<\/h2>\n<p>Motory a rychlost v\u017edy fascinovaly velkou \u010d\u00e1st populace: technologie, inovace, adrenalin, z\u00e1bava, mezin\u00e1rodnost, p\u016fvab a exkluzivita jsou jen n\u011bkter\u00e9 z hodnot, kter\u00e9 identifikuj\u00ed sv\u011bt dvou a \u010dty\u0159 kol. Proto jsou <strong>mo\u017enosti sponzoringu<\/strong> v <strong>motoristick\u00e9m sportu <\/strong>vynikaj\u00edc\u00ed a pro mnoho spole\u010dnost\u00ed zaj\u00edmav\u00e9 na strategick\u00e9 \u00farovni: d\u00edky \u0161irok\u00e9mu televizn\u00edmu pokryt\u00ed a mo\u017enostem digit\u00e1ln\u00ed aktivace jsou tyto discipl\u00edny obzvl\u00e1\u0161t\u011b zaj\u00edmav\u00e9 pro marketing a komunikaci. Formule 1, MotoGP a elektrick\u00e9 verze <a href=\"https:\/\/rtrsports.com\/cs\/andretti-autosport-sponzoring-formula-e\/\"><strong>Formule E<\/strong> <\/a>a Moto E umo\u017e\u0148uj\u00ed spole\u010dnostem nejen vystavit svou zna\u010dku po cel\u00e9m sv\u011bt\u011b, ale tak\u00e9 vyu\u017e\u00edvat jedine\u010dnou platformu n\u00e1stroj\u016f a obsahu k budov\u00e1n\u00ed ad hoc aktivit a efektivn\u00edmu zapojen\u00ed c\u00edlov\u00e9 skupiny.<\/p>\n<h2>MotoGP pokra\u010duje v r\u016fstu a nab\u00edz\u00ed rozmanit\u00e9 p\u0159\u00edle\u017eitosti<\/h2>\n<p>V tomto sc\u00e9n\u00e1\u0159i m\u00e1 MotoGP i nad\u00e1le dominantn\u00ed postaven\u00ed. Zrodil se v roce 1949 a je nejd\u00e9le trvaj\u00edc\u00edm \u0161ampion\u00e1tem v\u016fbec, kter\u00fd nav\u0161t\u00edvil 16 zem\u00ed na 5 kontinentech s 19 velk\u00fdmi cenami. Medi\u00e1ln\u00ed pokryt\u00ed je \u00factyhodn\u00e9: video sign\u00e1lem zasahuje v\u00edce ne\u017e 200 zem\u00ed, 22 208 hodin vys\u00edl\u00e1n\u00ed, v\u00edce ne\u017e 432 milion\u016f dom\u00e1cnost\u00ed (zdroj: Dorna).<\/p>\n<p>V\u011bdom\u00ed, \u017ee se jedn\u00e1 o sport, kter\u00fd miluj\u00ed a sleduj\u00ed mlad\u00ed lid\u00e9, vedlo spole\u010dnost Dorna, po\u0159adatele \u0161ampion\u00e1tu, k tomu, \u017ee od sam\u00e9ho po\u010d\u00e1tku <strong>investovala do digit\u00e1ln\u00edch technologi\u00ed<\/strong> a vyu\u017eila je jako platformu, kter\u00e1 umo\u017e\u0148uje snadno oslovit a zapojit c\u00edlovou skupinu po celou dobu a z\u00e1rove\u0148 se ji sna\u017e\u00ed roz\u0161\u00ed\u0159it.<\/p>\n<h3>Digit\u00e1ln\u00ed, webov\u00e9 a televizn\u00ed aplikace<\/h3>\n<p><strong>Celosv\u011btov\u00fd digit\u00e1ln\u00ed profil MotoGP<\/strong> je 62 % ve v\u011bku 18-34 let a 28 % ve v\u011bku 34-54 let (zdroj: Dorna). Str\u00e1nky jsou k dispozici v \u0161esti jazyc\u00edch a spole\u010dn\u011b s aplikac\u00ed poskytuj\u00ed u\u017eivatel\u016fm \u0159adu jedine\u010dn\u00e9ho a exkluzivn\u00edho obsahu, jako je HD Live a OnDemand, speci\u00e1ln\u00ed obsah pro ka\u017edou Velkou cenu, v\u010detn\u011b \u017eiv\u00e9ho videa s v\u00edce kamerami, Live Timing a audio koment\u00e1\u0159e voln\u00fdch tr\u00e9nink\u016f, kvalifikace a z\u00e1vodu. Fanou\u0161ci maj\u00ed tak\u00e9 p\u0159\u00edstup k nejzaj\u00edmav\u011bj\u0161\u00edm ud\u00e1lostem v\u00edkendu, jako jsou tiskov\u00e9 konference, rozhovory, plus fotografie, speci\u00e1ln\u00ed zpr\u00e1vy, ofici\u00e1ln\u00ed v\u00fdsledky, dokumenty a dal\u0161\u00ed materi\u00e1ly, kter\u00e9 poskytuj\u00ed rozs\u00e1hl\u00e9 pokryt\u00ed ka\u017ed\u00e9 GP.<\/p>\n<p>D\u00edky aplikaci pro AppleTV, AndroidTV, FireTV a Roku, kter\u00e1 je k dispozici pro televizi, po\u010d\u00edta\u010d, tablet nebo chytr\u00fd telefon, MotoGP\u2122 tak\u00e9 m\u011bn\u00ed podobu sv\u00e9ho video z\u00e1\u017eitku, aby vytvo\u0159ila p\u0159\u00edstupn\u011bj\u0161\u00ed a poutav\u011bj\u0161\u00ed obsah, kter\u00fd u\u017eivatel\u016fm umo\u017en\u00ed nezme\u0161kat jedin\u00fd okam\u017eik z d\u011bn\u00ed b\u011bhem Velk\u00e9 ceny.<\/p>\n<p>Toto neuv\u011b\u0159iteln\u00e9 bohatstv\u00ed obsahu a obr\u00e1zk\u016f nab\u00edz\u00ed bezkonkuren\u010dn\u00ed p\u0159\u00edle\u017eitost pro spole\u010dnosti, kter\u00e9 investuj\u00ed do sponzoringu MotoGP; platforma je tak bohat\u00e1, \u017ee sta\u010d\u00ed m\u00edt jen p\u0159edstavivost a kreativitu, abyste ji vyu\u017eili naplno.<\/p>\n<h3>Soci\u00e1ln\u00ed m\u00e9dia<\/h3>\n<p>Soci\u00e1ln\u00ed s\u00edt\u011b tak\u00e9 neust\u00e1le rostou<\/p>\n<p>Vynikaj\u00edc\u00ed jsou tak\u00e9 \u010d\u00edsla z aktivit na soci\u00e1ln\u00edch s\u00edt\u00edch, kter\u00e1 MotoGP \u0159ad\u00ed na \u0161pi\u010dku n\u00e1v\u0161t\u011bvnosti ve sv\u011bt\u011b sportu:<\/p>\n<ul>\n<li>12,2 miliardy zobrazen\u00ed<\/li>\n<li>3 miliardy zhl\u00e9dnut\u00fdch vide\u00ed<\/li>\n<li>400 milion\u016f zapojen\u00ed<\/li>\n<li>2,5 miliardy zhl\u00e9dnut\u00fdch minut<\/li>\n<li>30 milion\u016f celosv\u011btov\u00fdch fanou\u0161k\u016f na soci\u00e1ln\u00edch s\u00edt\u00edch<\/li>\n<\/ul>\n<p>Facebook vede s t\u00e9m\u011b\u0159 14 miliony lajk\u016f, n\u00e1sleduje Instagram s 10,6 miliony sleduj\u00edc\u00edch, youtube s 4,05 miliony odb\u011bratel\u016f, 2,7 milionu sleduj\u00edc\u00edch na Twitteru a 465 tis\u00edc na TikToku. Prost\u0159ednictv\u00edm s\u00edt\u011b LinkedIn je tak\u00e9 sd\u00edlen firemn\u00ed a z\u00e1kulisn\u00ed obsah, kter\u00fd mohou partne\u0159i vyu\u017e\u00edt.<\/p>\n<h3>Nejen video a digit\u00e1ln\u00ed technologie: okruhy budou op\u011bt p\u0159itahovat div\u00e1ky.<\/h3>\n<p>Kv\u016fli sou\u010dasn\u00e9 pandemii se \u010dlov\u011bk skoro boj\u00ed mluvit o aktivit\u00e1ch na h\u0159i\u0161ti, o div\u00e1c\u00edch. <strong>Ale tribuny se jist\u011b znovu zapln\u00ed lidmi, kte\u0159\u00ed budou cht\u00edt sledovat soupe\u0159en\u00ed sv\u00fdch idol\u016f<\/strong>. Vra\u0165me se tedy na chv\u00edli tam, kde jsme z hlediska \u010d\u00edsel skon\u010dili: v roce 2019 sledovalo z\u00e1vody na okruz\u00edch p\u0159es 2 860 000 div\u00e1k\u016f, co\u017e je \u010d\u00edslo, kter\u00e9 v pr\u016fb\u011bhu let neust\u00e1le roste.<strong>Div\u00e1ci MotoGP jsou v\u011brn\u00ed,<\/strong> kte\u0159\u00ed se na z\u00e1vody v pr\u016fb\u011bhu let vracej\u00ed, v\u00edce ne\u017e 70 % z nich je mlad\u0161\u00edch 35 let, 65 % si koupilo n\u011bjak\u00fd produkt souvisej\u00edc\u00ed s MotoGP a 78 % by se p\u0159iklonilo ke koupi produktu souvisej\u00edc\u00edho s MotoGP (zdroj: Dorna).<\/p>\n<h3>Kr\u00e1lovsk\u00e9 z\u00e1snuby<\/h3>\n<p>Jako <strong>sportovn\u00ed marketingov\u00e1 agentura<\/strong> jsme se v\u017edy starali o n\u00e1vrh a koordinaci propaga\u010dn\u00edch aktivit pro na\u0161e klienty, v\u010detn\u011b t\u011bch, kter\u00e9 zahrnuj\u00ed zapojen\u00ed na h\u0159i\u0161ti. Je to proto, \u017ee sponzoring se nem\u016f\u017ee a nem\u011bl by se omezovat na pouh\u00e9 vyobrazen\u00ed zna\u010dky na kapot\u00e1\u017ei motocyklu, ale mus\u00ed b\u00fdt tak\u00e9 vyu\u017e\u00edv\u00e1n a realizov\u00e1n prost\u0159ednictv\u00edm r\u016fzn\u00fdch mo\u017enost\u00ed B2B a B2C, kter\u00e9 nab\u00edz\u00ed.<\/p>\n<p>Nap\u0159\u00edklad mo\u017enost hostit sv\u00e9 z\u00e1kazn\u00edky nebo potenci\u00e1ln\u00ed z\u00e1kazn\u00edky v. <a href=\"https:\/\/rtrsports.com\/cs\/motogp-hospitality\/\"><strong>MotoGP VIP Village<\/strong><\/a>p\u0159edstavuj\u00ed exkluzivn\u00ed a p\u0159\u00edjemn\u00e9 prost\u0159ed\u00ed pro obchodov\u00e1n\u00ed v neform\u00e1ln\u00edm a z\u00e1bavn\u00e9m prost\u0159ed\u00ed. V posledn\u00edch m\u011bs\u00edc\u00edch jsme si uv\u011bdomili, jak moc n\u00e1m chyb\u00ed \u017eiv\u00fd z\u00e1\u017eitek a jak kr\u00e1sn\u00e9 a vzru\u0161uj\u00edc\u00ed je nav\u0161t\u011bvovat \u017eiv\u00e9 sportovn\u00ed akce a show obecn\u011b. Jsme p\u0159esv\u011bd\u010deni, \u017ee jakmile se budeme moci na okruh vr\u00e1tit osobn\u011b, bude o poho\u0161t\u011bn\u00ed ze strany firem je\u0161t\u011b v\u011bt\u0161\u00ed z\u00e1jem a popt\u00e1vka.<\/p>\n<p>Na druh\u00e9 stran\u011b m\u00e1me B2C, tedy mo\u017enost komunikovat s tis\u00edci lidmi v pr\u016fb\u011bhu dvou dn\u016f, co\u017e je v\u00fdhoda, kterou mohou marketingov\u00e9 platformy jako MotoGP nab\u00eddnout sv\u00fdm sponzor\u016fm a partner\u016fm. V komer\u010dn\u00edch oblastech si toti\u017e spole\u010dnosti mohou b\u011bhem tr\u00e9ninkov\u00fdch a z\u00e1vodn\u00edch dn\u016f z\u0159\u00eddit skute\u010dn\u00e9 st\u00e1nky nebo p\u0159izp\u016fsoben\u00e9 plochy, kter\u00e9 budou vypr\u00e1v\u011bt a bavit c\u00edlov\u00e9 publikum; od \u010dist\u00e9 z\u00e1bavy p\u0159es odb\u011br vzork\u016f a\u017e po prodej, mo\u017enost\u00ed a p\u0159\u00edle\u017eitost\u00ed je mnoho. Kontext voln\u00e9ho \u010dasu a z\u00e1bavy usnad\u0148uje a zefektiv\u0148uje jakoukoli interakci s ve\u0159ejnost\u00ed.<\/p>\n<p>V p\u0159\u00edpad\u011b z\u00e1jmu nebo dal\u0161\u00edch informac\u00ed o tom, jak vyu\u017e\u00edt MotoGP pro sv\u00e9 podnik\u00e1n\u00ed, se nev\u00e1hejte obr\u00e1tit na. <a href=\"https:\/\/rtrsports.com\/cs\/kontakty-rtr-sport-marketing\/\"><strong>n\u00e1s kontaktovat na tomto odkazu<\/strong><\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sponzoring, a zejm\u00e9na sportovn\u00ed sponzoringje mocn\u00fdm marketingov\u00fdm a komunika\u010dn\u00edm n\u00e1strojem, kter\u00fd umo\u017e\u0148uje spole\u010dnostem a zna\u010dk\u00e1m oslovit a oslovit sv\u00e9 c\u00edlov\u00e9 publikum t\u00edm, \u017ee je zapoj\u00ed do chv\u00edle z\u00e1bavy a voln\u00e9ho \u010dasu, ani\u017e by p\u0159eru\u0161ily sledovan\u00fd po\u0159ad. Na rozd\u00edl od klasick\u00e9 reklamy, kter\u00e1 stoj\u00ed mezi n\u00e1mi a t\u00edm, co sledujeme, je sportovn\u00ed sponzoring ned\u00edlnou sou\u010d\u00e1st\u00ed z\u00e1pas\u016f, [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":192214,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20277],"tags":[],"class_list":["post-278597","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp-10-7"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Zv\u00fd\u0161en\u00ed zapojen\u00ed fanou\u0161k\u016f do MotoGP<\/title>\n<meta name=\"description\" content=\"Sponzoring vyu\u017e\u00edv\u00e1 nad\u0161en\u00ed a hodnoty, kter\u00e9 jednotliv\u00e9 sportovn\u00ed 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