{"id":280297,"date":"2025-04-15T07:41:04","date_gmt":"2025-04-15T05:41:04","guid":{"rendered":"https:\/\/rtrsports.com\/jak-muze-sport-pomoci-vasi-znacce-posilit\/"},"modified":"2025-07-21T15:31:28","modified_gmt":"2025-07-21T13:31:28","slug":"jak-muze-sport-pomoci-vasi-znacce-posilit","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/how-sports-sponsorship-can-help-your-brand-to-boost\/","title":{"rendered":"Jak m\u016f\u017ee sportovn\u00ed sponzoring pomoci pos\u00edlit va\u0161i zna\u010dku?"},"content":{"rendered":"

Motto spole\u010dnosti RTR Sports Marketing<\/a> zn\u00ed: „Poskytujeme poradenstv\u00ed spole\u010dnostem, kter\u00e9 cht\u011bj\u00ed vyu\u017e\u00edt sport k budov\u00e1n\u00ed lep\u0161\u00edch vztah\u016f se sv\u00fdmi z\u00e1kazn\u00edky.<\/p>\n

Zam\u011b\u0159me se na posledn\u00ed \u010d\u00e1st.<\/p>\n

Pro\u010d by m\u011bla spole\u010dnost vyu\u017e\u00edvat sport ke komunikaci se sv\u00fdmi z\u00e1kazn\u00edky? Jak lze sportem dos\u00e1hnout d\u016fle\u017eit\u00fdch marketingov\u00fdch c\u00edl\u016f, jako je budov\u00e1n\u00ed siln\u011bj\u0161\u00edch preferenc\u00ed zna\u010dky, zm\u011bna chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f a efektivn\u00ed pochopen\u00ed vize a posl\u00e1n\u00ed zna\u010dky? <\/p>\n

Jist\u011b, sport je fantastick\u00e1 forma z\u00e1bavy a pravd\u011bpodobn\u011b jeden z nejlep\u0161\u00edch zp\u016fsob\u016f spole\u010densk\u00e9ho \u017eivota. Ale co marketing? Prodej? Abychom l\u00e9pe pochopili tyto aspekty a pro\u010d sportovn\u00ed marketingov\u00e1 agentura d\u011bl\u00e1 to, co d\u011bl\u00e1, mus\u00edme ud\u011blat krok zp\u011bt. <\/p>\n

Jak jsme neust\u00e1le rozptylov\u00e1ni: vzestup a p\u00e1d tradi\u010dn\u00edch AVD.<\/h2>\n

Podle \u010dasopisu Forbes („Finding Brand Success in the Digital World“, 2017) je v\u011bt\u0161ina Ameri\u010dan\u016f denn\u011b vystavena 4 000 a\u017e 10 000 reklam. Pokud v\u00e1m to p\u0159ipad\u00e1 jako p\u0159ehnan\u00e9 \u010d\u00edslo, m\u00e1me pro v\u00e1s dobrou zpr\u00e1vu: v\u00e1\u0161 mozek funguje spr\u00e1vn\u011b a va\u0161e kognitivn\u00ed obrana je v nejlep\u0161\u00ed kondici. <\/p>\n

Skute\u010dnost je takov\u00e1, \u017ee jsme neust\u00e1le obklopeni komer\u010dn\u00edmi sd\u011blen\u00edmi<\/strong>, a to v ka\u017ed\u00e9m okam\u017eiku na\u0161eho ka\u017edodenn\u00edho \u017eivota: ozn\u00e1men\u00ed na na\u0161ich mobiln\u00edch telefonech, kdy\u017e se probud\u00edme, reklamy v r\u00e1diu, kdy\u017e jedeme do pr\u00e1ce, billboardy u silnic, v\u0161echny ty reklamy na Facebooku, kdy\u017e proch\u00e1z\u00edme na\u0161e \u010dasov\u00e9 osy, a bannery na webov\u00fdch str\u00e1nk\u00e1ch, kter\u00e9 n\u00e1s neust\u00e1le pron\u00e1sleduj\u00ed, kamkoli jdeme.<\/p>\n

A seznam by mohl pokra\u010dovat d\u00e1l a d\u00e1l…<\/p>\n

Za posledn\u00edch pades\u00e1t a\u017e sedmdes\u00e1t let se n\u00e1\u0161 druh nau\u010dil, jak se vypo\u0159\u00e1dat s ne\u017e\u00e1douc\u00edmi sd\u011blen\u00edmi, kter\u00e1 n\u00e1s pron\u00e1sleduj\u00ed na ka\u017ed\u00e9m za\u0159\u00edzen\u00ed a po cel\u00fd den. \u010c\u00edm v\u00edce se jim vyh\u00fdb\u00e1me, t\u00edm v\u00edce jich je, aby upoutaly na\u0161i pozornost. \u010c\u00edm v\u00edce jich je, t\u00edm siln\u011bj\u0161\u00ed je na\u0161e obrana. <\/p>\n

Nen\u00ed t\u0159eba dod\u00e1vat, \u017ee v tomto v\u011b\u010dn\u00e9m boji o pozornost p\u0159ich\u00e1zej\u00ed zna\u010dky o obrovsk\u00e9 mno\u017estv\u00ed pen\u011bz.<\/p>\n

A z\u00e1kazn\u00edci ztr\u00e1cej\u00ed trp\u011blivost<\/strong>.<\/p>\n

V tomto \u010dl\u00e1nku samoz\u0159ejm\u011b neza\u010dneme zav\u00e1d\u011bj\u00edc\u00ed kampa\u0148 proti star\u00fdm po\u0159\u00e1dk\u016fm tradi\u010dn\u00ed reklamy. Dobr\u00e1 reklama je st\u00e1le nezbytnou sou\u010d\u00e1st\u00ed marketingov\u00e9ho pl\u00e1nu ka\u017ed\u00e9 firmy. M\u00edsto toho se pokus\u00edme pochopit, pro\u010d m\u016f\u017ee b\u00fdt sportovn\u00ed marketing<\/strong> v tomto sc\u00e9n\u00e1\u0159i tak \u00fa\u010dinn\u00fd, a pod\u00edv\u00e1me se na na\u0161e \u010dty\u0159i vlajkov\u00e9 kon\u011b: <\/p>\n

Vniknut\u00ed vs. za\u010dlen\u011bn\u00ed.<\/p>\n

Bu\u010fte tam, kde v\u00e1s z\u00e1kazn\u00edci cht\u011bj\u00ed m\u00edt.<\/p>\n

Paradigma u\u010den\u00ed, c\u00edt\u011bn\u00ed a jedn\u00e1n\u00ed.<\/p>\n

Jak sport posiluje hodnoty va\u0161\u00ed zna\u010dky.<\/p>\n

Vniknut\u00ed vs. za\u010dlen\u011bn\u00ed<\/h2>\n

Jak jsme ji\u017e \u0159ekli, na\u0161e obrann\u00e9 mechanismy jsou tak d\u016fmysln\u00e9, \u017ee si ani neuv\u011bdomujeme, \u017ee existuj\u00ed. Ale p\u0159esto, kdy\u017e televizn\u00ed reklama p\u0159eru\u0161\u00ed sledovan\u00fd po\u0159ad, jdeme um\u00fdt n\u00e1dob\u00ed, na z\u00e1chod nebo zkontrolovat telefon. <\/p>\n

Jeden z hlavn\u00edch rozd\u00edl\u016f mezi tradi\u010dn\u00ed reklamou a sportovn\u00edm marketingem spo\u010d\u00edv\u00e1 v tom, \u017ee prvn\u00ed reklama je vt\u00edrav\u00e1, zat\u00edmco druh\u00e1 je inkluzivn\u00ed. Kdy\u017e sledujete z\u00e1pas, v\u011bnujete velkou pozornost akci a hr\u00e1\u010d\u016fm, a tedy i log\u016fm na jejich dresech nebo n\u00e1lepk\u00e1m na motork\u00e1ch F1 nebo MotoGP<\/a> b\u011bhem ostr\u00e9ho souboje v posledn\u00edm kole. <\/p>\n

Ve sv\u011bt\u011b, kde se lid\u00e9 vyh\u00fdbaj\u00ed v\u011bcem, o kter\u00e9 si ne\u0159ekli, se ujist\u011bte, \u017ee je va\u0161e zna\u010dka tam, kde je jejich pozornost.<\/p>\n

Spole\u010dn\u00e1 v\u00e1\u0161e\u0148<\/h2>\n

Nejde jen o to b\u00fdt st\u0159edem pozornosti (i kdy\u017e to samoz\u0159ejm\u011b hodn\u011b pom\u00e1h\u00e1). Studie a v\u00fdzkumy jasn\u011b ukazuj\u00ed, \u017ee fanou\u0161ci a spot\u0159ebitel\u00e9 d\u00e1vaj\u00ed p\u0159ednost zna\u010dk\u00e1m, kter\u00e9 sd\u00edlej\u00ed jejich z\u00e1jmy a v\u00e1\u0161n\u011b.<\/strong><\/p>\n

Kdy\u017e se nad t\u00edm na chv\u00edli zamysl\u00edte, zjist\u00edte, \u017ee to d\u00e1v\u00e1 smysl: v dne\u0161n\u00ed dob\u011b existuj\u00ed des\u00edtky, ba stovky zna\u010dek, kter\u00e9 nab\u00edzej\u00ed stejn\u00fd produkt. Kolik je na sv\u011bt\u011b firem vyr\u00e1b\u011bj\u00edc\u00edch obuv, mobiln\u00ed telefony, automobily, oble\u010den\u00ed a po\u010d\u00edta\u010de? Je jen p\u0159irozen\u00e9, \u017ee si z\u00e1kazn\u00edci vyb\u00edraj\u00ed n\u011bkoho podobn\u011b sm\u00fd\u0161lej\u00edc\u00edho, n\u011bkoho, s k\u00fdm maj\u00ed n\u011bco spole\u010dn\u00e9ho. <\/p>\n

Sport je jedn\u00edm z nejv\u011bt\u0161\u00edch zdroj\u016f z\u00e1bavy na\u0161\u00ed doby, ale tak\u00e9 n\u011b\u010d\u00edm, co se dot\u00fdk\u00e1 na\u0161ich srdc\u00ed a mysl\u00ed a co souvis\u00ed s na\u0161\u00edm \u0161t\u011bst\u00edm a pohodou. Psychologov\u00e9 by \u0159ekli, \u017ee m\u00e1 hodn\u011b spole\u010dn\u00e9ho s na\u0161\u00ed emocion\u00e1ln\u00ed str\u00e1nkou, s na\u0161imi emocemi a pocity. Spot\u0159ebitel\u00e9 cht\u011bj\u00ed, aby zna\u010dky byly v onen v\u00fdjime\u010dn\u00fd okam\u017eik u jejich v\u00fdjime\u010dn\u00e9ho t\u00fdmu, v onen v\u00fdjime\u010dn\u00fd den nebo z\u00e1pas. <\/p>\n

U\u010dit se, c\u00edtit, jednat<\/h2>\n

Na\u0161e afektivn\u00ed str\u00e1nka se tak\u00e9 v\u00fdznamn\u011b pod\u00edl\u00ed na na\u0161em rozhodovac\u00edm procesu a na tom, jak utv\u00e1\u0159\u00edme a m\u011bn\u00edme sv\u00e9 chov\u00e1n\u00ed.<\/strong> Navzdory tomu, co si mo\u017en\u00e1 mysl\u00edte, nejedn\u00e1me pouze na z\u00e1klad\u011b toho, co v\u00edme (na\u0161e kognitivn\u00ed str\u00e1nka), ale tak\u00e9 na z\u00e1klad\u011b toho, co k n\u011b\u010demu c\u00edt\u00edme. I kdy\u017e to obvykle nespojujeme s na\u0161imi n\u00e1kupn\u00edmi zvyklostmi, v\u011bt\u0161ina z n\u00e1s se s t\u00edm nejednou setkala: pokud n\u00e1m na n\u011b\u010dem z\u00e1le\u017e\u00ed, reagujeme zcela jinak. <\/p>\n

Toto paradigma m\u00e1 sv\u016fj n\u00e1zev: cyklus U\u010dit se – C\u00edtit – D\u011blat<\/strong>.<\/p>\n

A sportovn\u00ed marketing je v tomto ohledu velmi \u00fa\u010dinn\u00fd.<\/p>\n

D\u00edky sponzoringu z\u00edsk\u00e1vaj\u00ed z\u00e1kazn\u00edci informace o zna\u010dce nebo spole\u010dnosti, proto\u017ee ji vid\u00ed na fotbalov\u00e9m dresu, z\u00e1vodn\u00edm kole<\/strong> nebo na tenisov\u00e9m kurtu. Za\u010dnou si o t\u00e9to zna\u010dce nebo spole\u010dnosti zji\u0161\u0165ovat v\u00edce informac\u00ed, proto\u017ee je spojena s emotivn\u00ed \u010dinnost\u00ed nebo ud\u00e1lost\u00ed, s n\u011b\u010d\u00edm, co se jim l\u00edb\u00ed. Jakmile se asociace vytvo\u0159\u00ed, zm\u011bn\u00ed sv\u00e9 chov\u00e1n\u00ed a za\u010dnou se ke zna\u010dce chovat pozitivn\u011bji. <\/p>\n

Hodnoty zakotven\u00e9 ve sportu<\/h2>\n

Sponzoring je velmi u\u017eite\u010dn\u00fd pro repositioning zna\u010dky a positioning produktu<\/strong>, proto\u017ee dok\u00e1\u017ee produkt nebo slu\u017ebu obohatit o hodnoty a charakteristiky sponzorovan\u00e9ho sportu, t\u00fdmu nebo sportovce.<\/p>\n

Nen\u00ed p\u0159ekvapen\u00edm, \u017ee ka\u017ed\u00fd sport m\u00e1 jin\u00e9 publikum, hodnoty a kvality: placht\u011bn\u00ed je spojov\u00e1no se svobodou, \u010distotou, eleganc\u00ed a luxusem a je obecn\u011b ur\u010deno pro vy\u0161\u0161\u00ed vrstvy, zat\u00edmco cyklistika je popul\u00e1rn\u011bj\u0161\u00ed a zako\u0159en\u011bn\u00e1 v kultu\u0159e „nic nejde bez n\u00e1mahy“.<\/p>\n

V o\u010d\u00edch z\u00e1kazn\u00edka se tyto hodnoty p\u0159\u00edmo odr\u00e1\u017eej\u00ed ve sponzorovan\u00e9m produktu nebo zna\u010dce. Nap\u0159\u00edklad sponzoring motoristick\u00e9ho sportu je obzvl\u00e1\u0161t\u011b \u00fa\u010dinn\u00fd, pokud chcete vyj\u00e1d\u0159it koncepty a hodnoty souvisej\u00edc\u00ed s designem, technologi\u00ed, vysok\u00fdmi standardy, v\u00e1\u0161n\u00ed, rychlost\u00ed a t\u00fdmovou prac\u00ed. <\/p>\n

Nechte kv\u011btiny rozkv\u00e9st<\/h2>\n

R\u00e1di bychom se sezn\u00e1mili s r\u016fzn\u00fdmi teoriemi, kter\u00e9 stoj\u00ed za \u00fa\u010dinnost\u00ed sponzoringu. Mus\u00edme sice p\u0159iznat, \u017ee je z\u00e1bavn\u00e9 proch\u00e1zet des\u00edtky str\u00e1nek uv\u00e1d\u011bj\u00edc\u00edch d\u016fvody a zd\u016fvodn\u011bn\u00ed sportovn\u00edho marketingu, ale z\u00e1rove\u0148 v\u011b\u0159\u00edme, \u017ee je d\u016fle\u017eit\u00e9, aby na\u0161i klienti v\u011bd\u011bli, \u017ee n\u00e1mi navrhovan\u00e9 kampan\u011b maj\u00ed solidn\u00ed z\u00e1klad.<\/strong> <\/p>\n

Za sportovn\u00edm marketingem se skr\u00fdv\u00e1 spousta v\u011bdy – od obrovsk\u00e9ho mno\u017estv\u00ed dat pot\u0159ebn\u00fdch k p\u0159ij\u00edm\u00e1n\u00ed z\u00e1sadn\u00edch rozhodnut\u00ed a\u017e po \u0161irokou \u0161k\u00e1lu pokro\u010dil\u00fdch technologi\u00ed, kter\u00e9 mohou market\u00e9\u0159i vyu\u017e\u00edvat k m\u011b\u0159en\u00ed \u00fa\u010dinnosti sponzoringu – a nem\u016f\u017eeme dostate\u010dn\u011b zd\u016fraznit, \u017ee skv\u011bl\u00fd partnersk\u00fd program je mnohem slo\u017eit\u011bj\u0161\u00ed, ne\u017e se zd\u00e1.<\/p>\n

Sportovn\u00ed marketingov\u00e1 agentura<\/a> m\u016f\u017ee v t\u011bchto velkolep\u00fdch sc\u00e9n\u00e1\u0159\u00edch nab\u00eddnout cenn\u00e9 informace, jasn\u011b uk\u00e1zat r\u016fzn\u00e9 nuance a mo\u017enosti, ale tak\u00e9 pochopit, pro\u010d se v\u011bci d\u011bj\u00ed tak, jak se d\u011bj\u00ed.<\/p>\n","protected":false},"excerpt":{"rendered":"

Motto spole\u010dnosti RTR Sports Marketing zn\u00ed: „Poskytujeme poradenstv\u00ed spole\u010dnostem, kter\u00e9 cht\u011bj\u00ed vyu\u017e\u00edt sport k budov\u00e1n\u00ed lep\u0161\u00edch vztah\u016f se sv\u00fdmi z\u00e1kazn\u00edky. Zam\u011b\u0159me se na posledn\u00ed \u010d\u00e1st. Pro\u010d by m\u011bla spole\u010dnost vyu\u017e\u00edvat sport ke komunikaci se sv\u00fdmi z\u00e1kazn\u00edky? Jak lze sportem dos\u00e1hnout d\u016fle\u017eit\u00fdch marketingov\u00fdch c\u00edl\u016f, jako je budov\u00e1n\u00ed siln\u011bj\u0161\u00edch preferenc\u00ed zna\u010dky, zm\u011bna chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f a efektivn\u00ed pochopen\u00ed […]<\/p>\n","protected":false},"author":2,"featured_media":192283,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[22342],"tags":[],"class_list":["post-280297","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sponzorstvi"],"acf":[],"contentshake_article_id":"","yoast_head":"\nJak m\u016f\u017ee sportovn\u00ed sponzoring pomoci pos\u00edlit va\u0161i zna\u010dku?<\/title>\n<meta name=\"description\" content=\"RTR poskytuje poradenstv\u00ed spole\u010dnostem, kter\u00e9 cht\u011bj\u00ed vyu\u017e\u00edvat sport jako marketingov\u00fd a komunika\u010dn\u00ed n\u00e1stroj a zlep\u0161it tak vztahy se z\u00e1kazn\u00edky.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/cs\/blog\/how-sports-sponsorship-can-help-your-brand-to-boost\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jak m\u016f\u017ee sportovn\u00ed sponzoring pomoci pos\u00edlit va\u0161i zna\u010dku?\" \/>\n<meta property=\"og:description\" content=\"RTR poskytuje poradenstv\u00ed spole\u010dnostem, kter\u00e9 cht\u011bj\u00ed vyu\u017e\u00edvat sport jako marketingov\u00fd a komunika\u010dn\u00ed n\u00e1stroj a zlep\u0161it tak vztahy se z\u00e1kazn\u00edky.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rtrsports.com\/cs\/blog\/how-sports-sponsorship-can-help-your-brand-to-boost\/\" \/>\n<meta property=\"og:site_name\" content=\"RTR Sports\" \/>\n<meta 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