{"id":280327,"date":"2025-04-15T08:14:53","date_gmt":"2025-04-15T06:14:53","guid":{"rendered":"https:\/\/rtrsports.com\/nejlepsi-nejhorsi-okamzik-sponzoring-v-dobe-covidu-rozhovor-s-riccardem-tafou-z-rtr-sports\/"},"modified":"2025-07-04T13:01:28","modified_gmt":"2025-07-04T11:01:28","slug":"nejlepsi-nejhorsi-okamzik-sponzoring-v-dobe-covidu-rozhovor-s-riccardem-tafou-z-rtr-sports","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/nejlepsi-nejhorsi-okamzik-sponzoring-v-dobe-covidu-rozhovor-s-riccardem-tafou-z-rtr-sports\/","title":{"rendered":"&#8222;Nejlep\u0161\u00ed nejhor\u0161\u00ed okam\u017eik&#8220;. Sponzoring v dob\u011b Covidu: rozhovor s Riccardem Tafou z RTR Sports"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-62390\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/whatsapp-image-2021-02-11-at-12.46.50-1.jpeg\" alt=\"Riccardo Taf\u00e0\" width=\"196\" height=\"300\" \/>Riccardo Taf\u00e0 je <strong>v\u00fdkonn\u00fdm \u0159editelem<\/strong> a zakladatelem spole\u010dnosti <a href=\"https:\/\/rtrsports.com\/cs\/\"><strong>RTR Sports Marketing<\/strong><\/a>, sportovn\u00ed marketingov\u00e9 agentury, kter\u00e1 slav\u00ed 25 let pr\u00e1ce v motoristick\u00e9m sportu, konkr\u00e9tn\u011b ve Formuli 1 a <strong>MotoGP<\/strong>, a m\u016f\u017ee se pochlubit spoluprac\u00ed s velk\u00fdmi hr\u00e1\u010di, jako jsou <strong>Williams, McLaren, Ducati, Yamaha, Honda<\/strong> a mnoho dal\u0161\u00edch. Agentura Taf\u00e0, kter\u00e1 za\u010d\u00ednala v Lond\u00fdn\u011b v polovin\u011b 90. let v oblasti PR, je skute\u010dnost\u00ed, kter\u00e1 dok\u00e1zala proj\u00edt d\u016fkladn\u00fdmi zm\u011bnami v pr\u016fb\u011bhu let, akceptovat je a pochopit, a tak z\u016fst\u00e1v\u00e1 relevantn\u00edm hr\u00e1\u010dem ve sv\u011bt\u011b sportovn\u00edho sponzoringu: dodnes je RTR jedn\u00edm z d\u016fv\u011bryhodn\u00fdch partner\u016f pro po\u0159adatele a pro <a href=\"https:\/\/rtrsports.com\/en\/motorsports-motogp-sponsorship-agency\/\"><strong>MotoGP<\/strong><\/a> a . <strong><a href=\"https:\/\/rtrsports.com\/en\/formula-1-sponsorship\/\">Formule 1<\/a><\/strong> a t\u00fdm\u016f Formule 1.<\/p>\n<h2><strong>Riccardo Taf\u00e0: 25 let je ve sv\u011bt\u011b sportovn\u00edho sponzoringu z\u00e1vid\u011bn\u00edhodn\u00fd c\u00edl. Jak se va\u0161e odv\u011btv\u00ed za tu dobu vyvinulo? <\/strong><\/h2>\n<p>Sv\u011bt se od devades\u00e1t\u00fdch let minul\u00e9ho stolet\u00ed do sou\u010dasnosti hodn\u011b zm\u011bnil, a to hned n\u011bkolikr\u00e1t. Kdy\u017e jsem s <strong>Formul\u00ed 1<\/strong> za\u010d\u00ednal, byla ekonomick\u00e1 situace v Evrop\u011b i v It\u00e1lii velmi pozitivn\u00ed a p\u0159\u00edzniv\u00e1: tehdy byl sponzoring &#8222;tradi\u010dn\u00ed&#8220; a nep\u0159ekra\u010doval r\u00e1mec zviditeln\u011bn\u00ed zna\u010dky. P\u0159ekon\u00e1n\u00ed my\u0161lenky tradi\u010dn\u00edho sponzoringu bylo od sam\u00e9ho po\u010d\u00e1tku mou posedlost\u00ed a c\u00edlem a hlavn\u00ed cestou byla kreativita a flexibilita. V\u017edy jsme se sna\u017eili vytv\u00e1\u0159et nov\u00e9 formy spolupr\u00e1ce a partnerstv\u00ed s firmami, p\u0159edv\u00eddat technologick\u00e9 zm\u011bny, hledat v\u0161echny mo\u017en\u00e9 p\u0159\u00edle\u017eitosti i v dob\u011b velk\u00fdch ekonomick\u00fdch kriz\u00ed. A v\u017edy jsme byli p\u0159ipraveni zm\u011bnit sami sebe, kdy\u017e to bylo nutn\u00e9.<\/p>\n<h2><strong>D\u011bje se to pr\u00e1v\u011b te\u010f, v okam\u017eiku, kter\u00fd je hluboce ovlivn\u011bn pandemi\u00ed Covid-19?<\/strong><\/h2>\n<p>Tuto pandemii, a zejm\u00e9na jej\u00ed kr\u00e1tkodob\u00e9 \u00fa\u010dinky, nemohl nikdo p\u0159edpov\u011bd\u011bt. Vybavili jsme se v\u0161ak, stejn\u011b jako v\u0161ichni ostatn\u00ed, abychom se pokusili nab\u00eddnout nov\u00e9 odpov\u011bdi na ot\u00e1zky, kter\u00e9 byly nov\u00e9 pro v\u0161echny, dokonce i pro n\u00e1s. V p\u0159edchoz\u00edch letech jsme hodn\u011b tla\u010dili na digit\u00e1ln\u00ed rozvoj a zat\u00edm se n\u00e1m to vypl\u00e1c\u00ed, proto\u017ee jsme se ocitli v lep\u0161\u00ed pozici ne\u017e ostatn\u00ed. Pro na\u0161e partnery jsme pak mysleli na inovativn\u00ed \u0159e\u0161en\u00ed a mo\u017enosti: pr\u00e1v\u011b jsme ve spolupr\u00e1ci se spole\u010dnost\u00ed Visiva spustili &#8222;<a href=\"https:\/\/rtrsports.com\/en\/sponsorsim\/\"><strong>Sponsorsim<\/strong><\/a>&#8222;, aplikaci pro &#8222;simulaci&#8220; sponzoringu v roz\u0161\u00ed\u0159en\u00e9 realit\u011b, kter\u00e1 t\u00fdm\u016fm umo\u017en\u00ed spravovat sponzoring na d\u00e1lku.<\/p>\n<h2><strong>Jak\u00fd bude rok pro motoristick\u00fd sport?<\/strong><\/h2>\n<p>Prvotn\u00ed \u0161ok z t\u00e9to pandemie nevyhnuteln\u011b zas\u00e1hl mnoho odv\u011btv\u00ed, kter\u00e1 se pot\u00fdkala a st\u00e1le pot\u00fdkaj\u00ed s kriz\u00ed. Nyn\u00ed se nach\u00e1z\u00edme ve &#8222;zralej\u0161\u00ed&#8220; f\u00e1zi zvl\u00e1d\u00e1n\u00ed pandemie, kdy si na v\u0161ech \u00farovn\u00edch klademe ot\u00e1zku, kdy a jak skute\u010dn\u011b za\u010dneme znovu. V tomto nejist\u00e9m kontextu byl motoristick\u00fd sport jedn\u00edm z m\u00e1la sport\u016f, kter\u00fd pokra\u010doval: v\u0161echny \u0161ampion\u00e1ty pro rok 2020 byly uzav\u0159eny a kalend\u00e1\u0159e MotoGP a Formule 1 pro rok 2021 jsou ji\u017e p\u0159ipraveny ke startu. N\u011bkter\u00e9 d\u00edlky skl\u00e1da\u010dky budou chyb\u011bt, ale v b\u0159eznu za\u010dneme znovu.<\/p>\n<h2><strong>Nebudou se konat \u017e\u00e1dn\u00e9 p\u0159\u00edm\u00e9 p\u0159enosy a p\u0159edev\u0161\u00edm budou prob\u00edhat za zav\u0159en\u00fdmi dve\u0159mi: ovlivn\u00ed tyto prvky trh se sportovn\u00edm sponzoringem?<\/strong><\/h2>\n<p>Ano, to nem\u00e1 smysl skr\u00fdvat. Aktivace a akce na h\u0159i\u0161ti pat\u0159\u00ed mezi nejd\u016fle\u017eit\u011bj\u0161\u00ed p\u0159\u00edle\u017eitosti pro mnoho spole\u010dnost\u00ed, kter\u00e9 investuj\u00ed do sportu. L\u00e9pe se zat\u00edm da\u0159\u00ed t\u011bm sport\u016fm, u nich\u017e televizn\u00ed pr\u00e1va dok\u00e1\u017e\u00ed pokr\u00fdt n\u00e1klady na organizaci: <strong>NBA, NFL, fotbal, tenis, MotoGP<\/strong> a<strong> Formule 1<\/strong>. Mezi nimi jsou ty bez men\u0161\u00edho nebo \u017e\u00e1dn\u00e9ho kontaktu zv\u00fdhodn\u011bny d\u00edky vytvo\u0159en\u00ed bezpe\u010dn\u00fdch &#8222;bublin&#8220; a men\u0161\u00ed snadnosti p\u0159enosu Covid-19 men\u0161\u00edmu po\u010dtu nep\u0159edv\u00eddan\u00fdch zm\u011bn ud\u00e1lost\u00ed v kalend\u00e1\u0159i. V tomto smyslu z\u016fst\u00e1vaj\u00ed MotoGP a Formule 1 pozoruhodn\u011b zaj\u00edmavou platformou pro investice do sponzoringu: n\u011bkter\u00e9 kousky chyb\u00ed, ale zviditelnit se lze jin\u00fdmi zp\u016fsoby. Paradoxn\u011b by to mohl b\u00fdt <strong>&#8222;ten nejlep\u0161\u00ed nejhor\u0161\u00ed okam\u017eik<\/strong> &#8220; pro investice do motorsportu.<\/p>\n<h2><strong>Nejlep\u0161\u00ed nejhor\u0161\u00ed okam\u017eik&#8230; v\u00fdznam?<\/strong><\/h2>\n<p>Na rok 2021 se m\u016f\u017eeme d\u00edvat jako na rok setby a na n\u00e1sleduj\u00edc\u00ed roky jako na roky, kdy se budou skl\u00edzet zral\u00e9 plody nov\u00fdch partnerstv\u00ed: tato my\u0161lenka je v odv\u011btv\u00ed spole\u010dn\u00e1 a t\u00fdmy a mana\u017ee\u0159i vykazuj\u00ed velkou flexibilitu v komunikaci se zna\u010dkami. P\u0159i interpretaci \u00fadaj\u016f MotoGP lze nav\u00edc p\u0159edv\u00eddat trend bl\u00edzk\u00e9 budoucnosti: v roce 2020 se zv\u00fd\u0161ila sledovanost, lid\u00e9 jsou p\u0159ilepeni k televizi a tato \u010d\u00edsla maj\u00ed d\u00e1le r\u016fst. V t\u00e9to f\u00e1zi zaji\u0161\u0165uje trv\u00e1n\u00ed aktivity navzdory Covidu stabilitu t\u011bchto \u010d\u00edsel spolu s r\u016fstem viditelnosti v m\u00e9di\u00edch.<strong>Po\u010det nad\u0161enc\u016f, a tedy i z\u00e1jemc\u016f o v\u00fdrobky, poroste<\/strong>. Ve st\u0159edn\u011bdob\u00e9m horizontu, jakmile bude mo\u017en\u00e9 znovu otev\u0159\u00edt dve\u0159e pro ve\u0159ejnost, nastane &#8222;hlad po akc\u00edch&#8220;, kter\u00fd bude ur\u010dovat silnou odezvu z\u00e1kazn\u00edk\u016f. Digit\u00e1ln\u00ed aktivity a s\u00edt\u011b soci\u00e1ln\u00edch m\u00e9di\u00ed jsou dnes je\u0161t\u011b d\u016fle\u017eit\u011bj\u0161\u00ed ne\u017e d\u0159\u00edve a budou m\u00edt z\u00e1sadn\u00ed v\u00fdznam pro udr\u017een\u00ed u\u017eivatel\u016f v bl\u00edzkosti v\u00fdrobku. V neposledn\u00ed \u0159ad\u011b by se nem\u011blo zapom\u00ednat na to, \u017ee sport z\u016fst\u00e1v\u00e1 pro firmy d\u016fle\u017eit\u00fdm n\u00e1strojem B2B, a to zejm\u00e9na v roce, kdy se <strong>B2B<\/strong> prakticky vyma\u017ee. <strong>Kdy\u017e sponzorujete t\u00fdm,<\/strong> st\u00e1v\u00e1te se vlastn\u011b sou\u010d\u00e1st\u00ed omezen\u00e9ho klubu lid\u00ed, pro kter\u00e9 t\u00fdmy organizuj\u00ed virtu\u00e1ln\u00ed sponzorsk\u00e9 dny, webin\u00e1\u0159e a dal\u0161\u00ed p\u0159\u00edle\u017eitosti k diskusi a interakci v t\u00e9to f\u00e1zi.<\/p>\n<h2><strong>Motoristick\u00fd sport je st\u00e1le jednou z nejd\u016fle\u017eit\u011bj\u0161\u00edch sv\u011btov\u00fdch show, \u017ee?<\/strong><\/h2>\n<p>Samoz\u0159ejm\u011b nejen z hlediska zviditeln\u011bn\u00ed zna\u010dky, ale tak\u00e9 z hlediska d\u016fv\u011bryhodnosti. Jedn\u00e1 se o putovn\u00ed platformy, kter\u00e9 jsou schopny vytv\u00e1\u0159et pr\u016fniky na trh v mnoha zem\u00edch sv\u011bta a vytv\u00e1\u0159et p\u0159\u00edmou komunikaci se z\u00e1kazn\u00edky na referen\u010dn\u00edch trz\u00edch. Pokud jde o z\u00e1kazn\u00edky, p\u0159edstavu o s\u00edle platformy v\u00e1m mohou poskytnout n\u011bkter\u00e1 \u010d\u00edsla: <strong>80 % div\u00e1k\u016f MotoGP rozpozn\u00e1 zna\u010dku jako sponzora<\/strong> a <strong>70 % kupuje v\u00fdrobky, kter\u00e9 jsou k vid\u011bn\u00ed v mistrovstv\u00ed sv\u011bta<\/strong>. To znamen\u00e1, \u017ee ka\u017ed\u00e9 euro investovan\u00e9 do t\u011bchto sport\u016f se st\u00e1v\u00e1 mnohem v\u00fdnosn\u011bj\u0161\u00edm ne\u017e jak\u00e9koli tradi\u010dn\u00ed komunika\u010dn\u00ed aktivity. U\u017eivatele a div\u00e1ky MotoGP a Formule 1 sponzor neru\u0161\u00ed ani nerozptyluje: zna\u010dka je sou\u010d\u00e1st\u00ed sportovn\u00edho d\u011bn\u00ed, objevuje se tam, ale neru\u0161\u00ed. A pak je tu profesion\u00e1ln\u00ed organizace ve v\u0161ech jej\u00edch \u010d\u00e1stech, aby se zlep\u0161il v\u00fdsledek. <strong>Spolupr\u00e1ce t\u00fdm\u016f, po\u0159adatelsk\u00fdch org\u00e1n\u016f a poradc\u016f, jako je RTR, m\u00e1 tendenci vytv\u00e1\u0159et bludn\u00fd kruh<\/strong>: fantastick\u00fd, rychl\u00fd a jisk\u0159iv\u00fd sv\u011bt dvou a \u010dty\u0159 kol se postupn\u011b st\u00e1v\u00e1 skute\u010dnost\u00ed, je to jak\u00e1si velk\u00e1 rodina v pohybu&#8230;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Riccardo Taf\u00e0 je v\u00fdkonn\u00fdm \u0159editelem a zakladatelem spole\u010dnosti RTR Sports Marketing, sportovn\u00ed marketingov\u00e9 agentury, kter\u00e1 slav\u00ed 25 let pr\u00e1ce v motoristick\u00e9m sportu, konkr\u00e9tn\u011b ve Formuli 1 a MotoGP, a m\u016f\u017ee se pochlubit spoluprac\u00ed s velk\u00fdmi hr\u00e1\u010di, jako jsou Williams, McLaren, Ducati, Yamaha, Honda a mnoho dal\u0161\u00edch. Agentura Taf\u00e0, kter\u00e1 za\u010d\u00ednala v Lond\u00fdn\u011b v polovin\u011b 90. [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":192032,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20239,20230,20238],"tags":[],"class_list":["post-280327","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motorove-zavody","category-sportovni-marketing","category-sportovni-marketing-cs"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Sponzoring v dob\u011b Covidu: rozhovor s Riccardem Tafou<\/title>\n<meta name=\"description\" content=\"Riccardo Taf\u00e0 je v\u00fdkonn\u00fdm \u0159editelem sportovn\u00ed marketingov\u00e9 agentury RTR, kter\u00e1 letos slav\u00ed 25 let sv\u00e9 \u010dinnosti.\" \/>\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\/nejlepsi-nejhorsi-okamzik-sponzoring-v-dobe-covidu-rozhovor-s-riccardem-tafou-z-rtr-sports\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"&quot;Nejlep\u0161\u00ed nejhor\u0161\u00ed okam\u017eik&quot;. 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