{"id":280106,"date":"2025-04-08T21:24:43","date_gmt":"2025-04-08T19:24:43","guid":{"rendered":"https:\/\/rtrsports.com\/5-napadu-pro-zahajeni-sponzorskeho-programu-v-motorsportu\/"},"modified":"2025-07-17T10:51:28","modified_gmt":"2025-07-17T08:51:28","slug":"5-napadu-pro-zahajeni-sponzorskeho-programu-v-motorsportu","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/5-napadu-pro-zahajeni-sponzorskeho-programu-v-motorsportu\/","title":{"rendered":"5 n\u00e1pad\u016f pro zah\u00e1jen\u00ed sponzorsk\u00e9ho programu v motoristick\u00e9m sportu"},"content":{"rendered":"

P\u0159ed n\u011bkolika dny jsem vedl p\u0159\u00edjemn\u00fd rozhovor s jedn\u00edm z\u00e1jemcem o investice do sponzoringu v motoristick\u00e9m sportu<\/strong> a prvn\u00ed ot\u00e1zka, kterou mi polo\u017eil, zn\u011bla: „M\u016f\u017eete mi d\u00e1t n\u011bjak\u00e9 n\u00e1pady, jak za\u010d\u00edt sponzorsk\u00fd program v motoristick\u00e9m sportu<\/a><\/strong>? Kde za\u010d\u00edt? Co by se m\u011blo vyhodnocovat? Jak se spr\u00e1vn\u011b rozhodnout?<\/p>\n

Ot\u00e1zky m\u011b p\u0159ekvapily a pozitivn\u011b zaujaly, proto\u017ee ve v\u011bt\u0161in\u011b p\u0159\u00edpad\u016f se prvn\u00ed v\u011bc, kter\u00e1 m\u011b zaj\u00edm\u00e1, v\u017edy t\u00fdk\u00e1 sponzorsk\u00fdch n\u00e1klad\u016f a je na ni v\u017edy nejt\u011b\u017e\u0161\u00ed odpov\u011bd\u011bt.<\/p>\n

Sv\u011bt motor\u016f nab\u00edz\u00ed mnoho p\u0159\u00edle\u017eitost\u00ed pro spole\u010dnosti, kter\u00e9 cht\u011bj\u00ed investovat. V\u00fdb\u011br v\u0161ak nen\u00ed jednozna\u010dn\u00fd a je t\u0159eba zv\u00e1\u017eit mnoho aspekt\u016f. Nejprve je t\u0159eba pochopit, kter\u00fd obor je pro danou spole\u010dnost\/zna\u010dku nejvhodn\u011bj\u0161\u00ed, a pot\u00e9 zv\u00e1\u017eit, o jak\u00e9m druhu partnerstv\u00ed uva\u017eovat.<\/p>\n

R\u016fzn\u00e9 ligy, r\u016fzn\u00e9 p\u0159\u00edle\u017eitosti. Pro ka\u017ed\u00fd typ spole\u010dnosti nebo zna\u010dky.<\/h2>\n

Nejprve je t\u0159eba zv\u00e1\u017eit, do kter\u00e9 discipl\u00edny investovat. Sponzorstv\u00ed v motoristick\u00e9m sportu, kter\u00e9 podle na\u0161eho n\u00e1zoru, jako\u017eto sportovn\u00ed marketingov\u00e9 agentury<\/strong>, stoj\u00ed za zv\u00e1\u017een\u00ed, za\u010d\u00ednaj\u00ed u Formule 1<\/a><\/strong>a\u017e po Formule E<\/strong><\/a>aExtreme E<\/strong> a\u017e po dvoukolov\u00e9 motorsporty s MotoGP<\/strong> v \u010dele. V\u0161echny motoristick\u00e9 \u0161ampion\u00e1ty maj\u00ed obecn\u011b velmi podobnou c\u00edlovou skupinu, kter\u00e1 je nad\u0161en\u00e1 do motor\u016f, rychlosti, technologi\u00ed a inovac\u00ed atd. MotoGP<\/strong> obecn\u011b sleduje mlad\u0161\u00ed segment, zejm\u00e9na na soci\u00e1ln\u00edch s\u00edt\u00edch, ale jinak lze \u0159\u00edci, \u017ee ti, kte\u0159\u00ed sleduj\u00ed Formuli 1, maj\u00ed tendenci sledovat i ostatn\u00ed kategorie.<\/p>\n

Pokud jde o hodnoty spojen\u00e9 s motorsportem, jsme op\u011bt ve v\u0161ech \u0161ampion\u00e1tech zcela zajedno: jak ji\u017e bylo \u0159e\u010deno, spojuj\u00ed n\u00e1s hodnoty jako mezin\u00e1rodnost, technologie, rychlost, adrenalin, inovace, v\u00fdzkum, t\u00fdmov\u00e1 pr\u00e1ce, p\u016fvab, exkluzivita a pak v\u0161echny hodnoty spojen\u00e9 s udr\u017eitelnost\u00ed, pokud jde o elektrick\u00e9 \u0161ampion\u00e1ty. Motoristick\u00fd sport je putovn\u00ed pod\u00edvan\u00e1, kter\u00e1 zasahuje do r\u016fzn\u00fdch zem\u00ed a kontinent\u016f po cel\u00e9m sv\u011bt\u011b; kdy\u017e v\u00edme, do kter\u00fdch teritori\u00ed m\u00e1me nejv\u011bt\u0161\u00ed z\u00e1jem investovat, jist\u011b n\u00e1m to d\u00e1v\u00e1 odpov\u011bdi na to, kter\u00fd \u0161ampion\u00e1t si vybrat.<\/p>\n

Proto je t\u0159eba se sna\u017eit pochopit, jak\u00e9 jsou c\u00edle spole\u010dnosti, c\u00edlov\u00e1 skupina, hodnoty, \u00fazem\u00ed a rozpo\u010det, aby bylo mo\u017en\u00e9 ur\u010dit, kter\u00e1 oblast je nejvhodn\u011bj\u0161\u00ed.<\/p>\n

B2B nebo B2C: dal\u0161\u00ed faktor, kter\u00fd m\u016f\u017ee ovlivnit v\u00fdb\u011br<\/h2>\n

V\u00fdb\u011br \u0161ampion\u00e1tu, do kter\u00e9ho je t\u0159eba investovat, se m\u016f\u017ee m\u011bnit tak\u00e9 v z\u00e1vislosti na c\u00edlov\u00e9 skupin\u011b a publiku, se kter\u00fdm je t\u0159eba komunikovat. Pokud m\u00e1m nap\u0159\u00edklad jako spole\u010dnost za c\u00edl d\u011blat B2B a mo\u017en\u00e1 prov\u00e1d\u011bt pohostinsk\u00e9<\/strong> aktivity na vysok\u00e9 mezin\u00e1rodn\u00ed \u00farovni, je Formule 1 pravd\u011bpodobn\u011b nejlep\u0161\u00edm \u0161ampion\u00e1tem pro rozvoj m\u00e9ho programu. Z\u00e1rove\u0148 v\u0161ak mohu vyhodnotit partnerstv\u00ed s t\u00fdmem MotoGP<\/strong>, s n\u00edm\u017e mohu ad hoc programy vyv\u00edjet efektivn\u011bj\u0161\u00edm zp\u016fsobem a p\u0159izp\u016fsobovat je podle sv\u00fdch z\u00e1kazn\u00edk\u016f z oblasti B2B<\/strong>. Pokud nen\u00ed m\u00fdm hlavn\u00edm c\u00edlem pov\u011bdom\u00ed o zna\u010dce, pak by m\u011blo j\u00edt o to naj\u00edt co nejflexibiln\u011bj\u0161\u00edho partnera, kter\u00fd mi umo\u017en\u00ed sestavit program na m\u00edru a nab\u00eddne mi slu\u017eby, kter\u00e9 pot\u0159ebuji.<\/p>\n

\"\"<\/h2>\n

Mistrovstv\u00ed nebo t\u00fdm: kam je nejlep\u0161\u00ed investovat?<\/h2>\n

Dal\u0161\u00ed d\u016fle\u017eit\u00fd aspekt, kter\u00fd je t\u0159eba vz\u00edt v \u00favahu. \u010casto se st\u00e1v\u00e1, \u017ee firmy, kter\u00e9 n\u00e1s kontaktuj\u00ed, pova\u017euj\u00ed sponzorov\u00e1n\u00ed t\u00fdmu za prvn\u00ed a jedinou mo\u017enost, ale kdy\u017e si pak promluv\u00edme podrobn\u011bji, uv\u011bdom\u00edme si, \u017ee by bylo pravd\u011bpodobn\u011b lep\u0161\u00ed sponzorovat \u0161ampion\u00e1t nebo jezdce<\/strong><\/a>.<\/p>\n

Zn\u00ed to trivi\u00e1ln\u011b, ale ve skute\u010dnosti existuj\u00ed z\u00e1sadn\u00ed rozd\u00edly a odli\u0161n\u00e9 mo\u017enosti, kdy\u017e se uva\u017euje o sponzorov\u00e1n\u00ed cel\u00e9ho \u0161ampion\u00e1tu nebo jednoho z\u00e1vodu, t\u00fdmu \u010di jezdce. B\u00fdt partnerem \u0161ampion\u00e1tu<\/strong><\/a> v\u00e1m umo\u017e\u0148uje spojit se a asociovat svou zna\u010dku s „cel\u00fdm hnut\u00edm“, a\u0165 u\u017e jde o MotoGP<\/strong> nebo Formuli E<\/strong>, p\u0159ij\u00edm\u00e1te discipl\u00ednu, a tud\u00ed\u017e komunikace, kterou m\u016f\u017eete budovat, m\u00e1 jin\u00fd obsah; oslovujete v\u0161echny fanou\u0161ky dan\u00e9ho sportu, ani\u017e byste „obl\u00e9kli“ n\u011b\u010d\u00ed dres. V r\u00e1mci r\u016fzn\u00fdch \u0161ampion\u00e1t\u016f pak mohou existovat r\u016fzn\u00e9 p\u0159\u00edle\u017eitosti. Nap\u0159\u00edklad Formule E<\/strong> se z\u00e1vod\u00ed na m\u011bstsk\u00fdch okruz\u00edch, a proto zaru\u010duje mo\u017enost, \u017ee se m\u011bstsk\u00e9 publikum, kter\u00e9 se z\u00e1vod\u016f \u00fa\u010dastn\u00ed, zapoj\u00ed a pobav\u00ed.<\/p>\n

Na druhou stranu jsou na okruz\u00edch komer\u010dn\u00ed prostory, kde si ve\u0159ejnost m\u016f\u017ee koupit produkty souvisej\u00edc\u00ed se \u0161ampion\u00e1tem, t\u00fdmy, jezdci a partnery. Pokud je z\u00e1m\u011brem komunikovat s ve\u0159ejnost\u00ed, kter\u00e1 motoristick\u00fd sport sleduje, a p\u0159\u00edpadn\u011b ji p\u0159\u00edmo oslovit a zaujmout, pak komer\u010dn\u00ed prostory MotoGP nab\u00edzej\u00ed vynikaj\u00edc\u00ed mo\u017enosti propagace a prodeje. Lze vybudovat vhodn\u00e9 st\u00e1nky nebo z\u00e1bavn\u00ed prostory a vytvo\u0159it nejr\u016fzn\u011bj\u0161\u00ed propaga\u010dn\u00ed akce podle sv\u00fdch marketingov\u00fdch a prodejn\u00edch c\u00edl\u016f.<\/p>\n

Volba vstupu do t\u00fdmu m\u00e1 mnoho prom\u011bnn\u00fdch, kter\u00e9 je t\u0159eba posoudit: zda je t\u00fdm zda je sektor voln\u00fd<\/strong><\/a>pov\u011bst, jak\u00fd druh dal\u0161\u00edch partner\u016f je p\u0159\u00edtomen, v\u00fdkonnost na trati, d\u016fv\u011bryhodnost, projekt, kter\u00fd nab\u00edzej\u00ed. T\u00fdm obvykle nab\u00edz\u00ed zviditeln\u011bn\u00ed sv\u00fdch vozidel a jezdc\u016f a v\u0161echny marketingov\u00e9 v\u00fdhody s t\u00edm spojen\u00e9: mo\u017enost vyu\u017eit\u00ed image a jm\u00e9na t\u00fdmu pro komunika\u010dn\u00ed a propaga\u010dn\u00ed aktivity, sd\u00edlen\u00ed obsahu soci\u00e1ln\u00edch m\u00e9di\u00ed, PR a hospitality aktivity atd.<\/p>\n

Jsou v\u0161echny t\u00fdmy stejn\u00e9?<\/h3>\n

Zjevn\u011b ne. Sponzorovat Ferrari<\/strong> nebo McLaren<\/strong> je n\u011bco jin\u00e9ho ne\u017e sponzorovat Aprilii<\/strong> v MotoGP<\/strong>. Investice hodn\u011b z\u00e1vis\u00ed na v\u00fdkonnosti jednotliv\u00fdch t\u00fdm\u016f, jejich pov\u011bsti a image a na jezdc\u00edch, kte\u0159\u00ed v nich z\u00e1vod\u00ed. N\u011bkdy v\u0161ak tak\u00e9 m\u016f\u017ee b\u00fdt v\u00fdhodn\u011bj\u0161\u00ed spolupracovat s „men\u0161\u00edmi“, ale flexibiln\u011bj\u0161\u00edmi „t\u00fdmy“ ne\u017e se \u0161pi\u010dkov\u00fdm, ale pon\u011bkud „rigidn\u011bj\u0161\u00edm“ t\u00fdmem.<\/p>\n

Co takhle sponzorovat pilota?<\/h3>\n

Dal\u0161\u00edm n\u00e1padem, kter\u00fd lze zv\u00e1\u017eit, op\u011bt v z\u00e1vislosti na dostupn\u00e9m rozpo\u010dtu a c\u00edlech ka\u017ed\u00e9ho z\u00e1jemce, je sponzorov\u00e1n\u00ed \u0159idi\u010de. Velmi \u010dasto se n\u00e1m st\u00e1valo, \u017ee jsme spole\u010dnostem nab\u00eddli partnerstv\u00ed s t\u00fdmem a pak se rozhodly investovat pouze do jezdce. Ve v\u011bt\u0161in\u011b p\u0159\u00edpad\u016f, vlastn\u011b ve v\u0161ech motoristick\u00fdch \u0161ampion\u00e1tech, maj\u00ed jezdci prostory, kter\u00e9 spravuj\u00ed p\u0159\u00edmo a samostatn\u011b (obvykle prostory na p\u0159ilb\u011b nebo kombin\u00e9ze).<\/p>\n

Sponzor pak vyu\u017e\u00edv\u00e1 \u0159idi\u010de jako skute\u010dn\u00e9ho sv\u011bdka, vyu\u017e\u00edv\u00e1 jeho sl\u00e1vy a image, osobn\u00edch vlastnost\u00ed a kvalit, soci\u00e1ln\u00edch m\u00e9di\u00ed a v\u00fdsledk\u016f na trati.<\/p>\n

Z\u00e1v\u011brem<\/h2>\n

Na za\u010d\u00e1tku jsme hovo\u0159ili o p\u011bti n\u00e1padech na zah\u00e1jen\u00ed sponzorsk\u00e9ho programu pro motoristick\u00fd sport<\/strong>, ale \u0161li jsme mnohem d\u00e1l.<\/p>\n

To je norm\u00e1ln\u00ed, proto\u017ee p\u0159i \u0159e\u0161en\u00ed marketingov\u00e9ho pl\u00e1nu, kter\u00fd<\/strong> zahrnuje sponzoring, je t\u0159eba vyhodnotit mnoho prom\u011bnn\u00fdch a zv\u00e1\u017eit mnoho mo\u017enost\u00ed, abyste si byli jisti, \u017ee jste se rozhodli spr\u00e1vn\u011b a \u017ee jste z toho vyt\u011b\u017eili maximum. Proto je v\u017edy spr\u00e1vn\u00e9 spolupracovat se spole\u010dnost\u00ed zab\u00fdvaj\u00edc\u00ed se sportovn\u00edm marketingem; z\u00edskat p\u0159ehled o trhu, vyhodnotit v\u0161echny aspekty a vybrat program, kter\u00fd je pro danou zna\u010dku vhodn\u00fd.<\/p>\n","protected":false},"excerpt":{"rendered":"

P\u0159ed n\u011bkolika dny jsem vedl p\u0159\u00edjemn\u00fd rozhovor s jedn\u00edm z\u00e1jemcem o investice do sponzoringu v motoristick\u00e9m sportu a prvn\u00ed ot\u00e1zka, kterou mi polo\u017eil, zn\u011bla: „M\u016f\u017eete mi d\u00e1t n\u011bjak\u00e9 n\u00e1pady, jak za\u010d\u00edt sponzorsk\u00fd program v motoristick\u00e9m sportu? Kde za\u010d\u00edt? Co by se m\u011blo vyhodnocovat? Jak se spr\u00e1vn\u011b rozhodnout? Ot\u00e1zky m\u011b p\u0159ekvapily a pozitivn\u011b zaujaly, proto\u017ee ve […]<\/p>\n","protected":false},"author":17,"featured_media":192124,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20277,20238],"tags":[],"class_list":["post-280106","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp-10-7","category-sportovni-marketing-cs"],"acf":[],"contentshake_article_id":"","yoast_head":"\n5 n\u00e1pad\u016f, jak za\u010d\u00edt sponzorovat motoristick\u00fd sport<\/title>\n<meta name=\"description\" content=\"motory nab\u00edzej\u00ed mnoho p\u0159\u00edle\u017eitost\u00ed pro ty, kte\u0159\u00ed cht\u011bj\u00ed investovat. 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