{"id":280357,"date":"2025-04-15T08:28:22","date_gmt":"2025-04-15T06:28:22","guid":{"rendered":"https:\/\/rtrsports.com\/jak-se-lisi-aktivace-sponzoringu-od-sponzorskych-prav\/"},"modified":"2025-04-18T10:56:59","modified_gmt":"2025-04-18T08:56:59","slug":"jak-se-lisi-aktivace-sponzoringu-od-sponzorskych-prav","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/jak-se-lisi-aktivace-sponzoringu-od-sponzorskych-prav\/","title":{"rendered":"Jak se li\u0161\u00ed aktivace sponzoringu od sponzorsk\u00fdch pr\u00e1v"},"content":{"rendered":"<p>Kdy\u017e mluv\u00edme o <a href=\"https:\/\/rtrsports.com\/en\/motorsports-motogp-sponsorship-agency\/\"><strong>Sportovn\u00ed sponzorsk\u00e9 programy<\/strong><\/a> a <strong>sponzorsk\u00fdch pr\u00e1vech<\/strong> (a zejm\u00e9na o <strong>aktivaci sponzoringu<\/strong>), \u010dasto se setk\u00e1v\u00e1me s pochybnostmi a ur\u010dit\u00fdm zmatkem. Jak\u00fd je rozd\u00edl mezi sponzorsk\u00fdmi pr\u00e1vy a aktivac\u00ed sponzoringu? Nejde o tot\u00e9\u017e?<\/p>\n<p>Pokusme se objasnit a jednodu\u0161e vysv\u011btlit, \u017ee nejen\u017ee nejde o tot\u00e9\u017e, ale \u017ee jedno vy\u017eaduje druh\u00e9, aby mohlo existovat.<\/p>\n<h2>Sponzorsk\u00e1 pr\u00e1va<\/h2>\n<p>Za\u010dn\u011bme od za\u010d\u00e1tku: kdy\u017e n\u011bkdo, nap\u0159\u00edklad spole\u010dnost, podep\u00ed\u0161e <strong>sponzorskou smlouvu s<\/strong> t\u00fdmem, ud\u00e1lost\u00ed nebo sv\u011bdectv\u00edm, z\u00edsk\u00e1 pr\u00e1va na pou\u017e\u00edv\u00e1n\u00ed a vyu\u017e\u00edv\u00e1n\u00ed image t\u00fdmu<strong>(sponzorsk\u00e1 pr\u00e1va)<\/strong>. Co to znamen\u00e1? Znamen\u00e1 to, \u017ee spole\u010dnost m\u016f\u017ee pou\u017e\u00edvat jm\u00e9no, sl\u00e1vu a image sponzorovan\u00e9ho subjektu pro sv\u00e9 marketingov\u00e9 a komunika\u010dn\u00ed aktivity.<\/p>\n<p>Z\u00e1kladn\u00ed p\u0159\u00edklad: moje spole\u010dnost by se r\u00e1da stala<strong> sponzorem t\u00fdmu MotoGP<\/strong>. Mohu do projektu investovat ur\u010dit\u00fd rozpo\u010det a prost\u0159ednictv\u00edm smlouvy s t\u00fdmem vyjedn\u00e1m, jak\u00e1 marketingov\u00e1 pr\u00e1va mohu za tento rozpo\u010det z\u00edskat. Marketingov\u00e1 pr\u00e1va se obvykle li\u0161\u00ed podle investovan\u00e9ho rozpo\u010dtu, ale obecn\u011b lze \u0159\u00edci, \u017ee nap\u0159\u00edklad sponzor m\u016f\u017ee tyto mo\u017enosti z\u00edskat:<\/p>\n<ul>\n<li>pou\u017e\u00edvat image t\u00fdmu a jezdce ve sv\u00fdch komunika\u010dn\u00edch aktivit\u00e1ch: nap\u0159\u00edklad v reklamn\u00edch kampan\u00edch, na soci\u00e1ln\u00edch s\u00edt\u00edch, v kataloz\u00edch, bulletinech a v\u0161ech marketingov\u00fdch materi\u00e1lech.<\/li>\n<li>pou\u017e\u00edvat ozna\u010den\u00ed &#8222;titul\u00e1rn\u00ed sponzor&#8220;, &#8222;hlavn\u00ed sponzor&#8220;, &#8222;ofici\u00e1ln\u00ed sponzor&#8220; nebo &#8222;ofici\u00e1ln\u00ed partner&#8220; (v z\u00e1vislosti na investovan\u00e9m rozpo\u010dtu) v r\u00e1mci sv\u00fdch komunika\u010dn\u00edch aktivit, na soci\u00e1ln\u00edch s\u00edt\u00edch a na obalech.<\/li>\n<li>um\u00edst\u011bn\u00ed sv\u00e9ho loga na motocyklech a k\u016f\u017e\u00edch a na komunika\u010dn\u00edch materi\u00e1lech t\u00fdmu.<\/li>\n<li>m\u00edt mo\u017enost pou\u017e\u00edvat speci\u00e1ln\u00ed a jedine\u010dn\u00fd obsah a sd\u00edlet jej prost\u0159ednictv\u00edm vlastn\u00edch komunika\u010dn\u00edch kan\u00e1l\u016f.<\/li>\n<li>vytv\u00e1\u0159et ad hoc obsah pomoc\u00ed t\u00fdmu a jezdc\u016f (hovory se zam\u011bstnanci, klienty nebo z\u00e1kazn\u00edky).<\/li>\n<li>m\u00edt jezdce k dispozici pro propaga\u010dn\u00ed aktivity \/ akce \/ prezentace \/ motiva\u010dn\u00ed programy.<\/li>\n<li>m\u00edt k dispozici r\u016fzn\u00fd po\u010det pr\u016fkaz\u016f pro z\u00e1kazn\u00edky a z\u00fa\u010dastn\u011bn\u00e9 strany.<\/li>\n<\/ul>\n<p>A mnoho dal\u0161\u00edch: toto je ve skute\u010dnosti jen n\u011bkolik p\u0159\u00edklad\u016f sponzorsk\u00fdch pr\u00e1v, kter\u00e1 m\u016f\u017ee sponzor z\u00edskat a kter\u00e1 m\u016f\u017ee vyu\u017e\u00edvat po celou dobu trv\u00e1n\u00ed sponzorsk\u00e9 smlouvy, co\u017e sponzor\u016fm umo\u017e\u0148uje komunikovat o partnerstv\u00ed pro sv\u00e9 komer\u010dn\u00ed \u00fa\u010dely. Tot\u00e9\u017e se d\u011bje, pokud spole\u010dnost sponzoruje sportovce, mistrovstv\u00ed nebo jednotlivou ud\u00e1lost. Sponzorsk\u00e1 pr\u00e1va mi d\u00e1vaj\u00ed mo\u017enost komunikovat sponzorstv\u00ed, a tedy spojit svou spole\u010dnost se sportovn\u00edm subjektem, a sd\u00edlet tak jeho hodnoty, c\u00edle a v\u011bhlas. P\u0159ipojuji se k t\u00fdmu MotoGP, proto\u017ee hodnoty, jako jsou dokonalost, technologie, rychlost, v\u00fdzkum, inovace, jsou i moje a chci je d\u016frazn\u011b komunikovat sv\u00e9 c\u00edlov\u00e9 skupin\u011b.<\/p>\n<h2>Aktivace sponzoringu<\/h2>\n<p>A pr\u00e1v\u011b zde p\u0159ich\u00e1z\u00ed na \u0159adu <strong>aktivace sponzoringu <\/strong>: soubor aktivit, kter\u00e9 spole\u010dnost nebo jej\u00ed <strong>agentura pro sportovn\u00ed sponzoring<\/strong> napl\u00e1nuje a uskute\u010dn\u00ed, aby propagovala sv\u00e9 produkty s vyu\u017eit\u00edm v\u00fdhod sponzoringu. Jedn\u00e1 se tedy o dal\u0161\u00ed aktivity, kter\u00e9 lze organizovat pr\u00e1v\u011b proto, \u017ee jako sponzor z\u00edskal pr\u00e1va na sponzoring. Tyto aktivity jsou navr\u017eeny ad hoc pro ka\u017edou konkr\u00e9tn\u00ed spole\u010dnost nebo j\u00ed samou na z\u00e1klad\u011b marketingov\u00fdch a obchodn\u00edch c\u00edl\u016f, a mohou b\u00fdt proto r\u016fzn\u00e9ho druhu.<\/p>\n<p>N\u011bkter\u00e9 p\u0159\u00edklady aktivace sponzoringu:<\/p>\n<ul>\n<li><strong>Akce<\/strong> zam\u011b\u0159en\u00e9 p\u0159\u00edmo na spot\u0159ebitele: kupte si m\u016fj produkt a z\u00fa\u010dastn\u011bte se losov\u00e1n\u00ed o ceny spojen\u00e9 s t\u00fdmem MotoGP nebo vyhrajte den s va\u0161\u00edm obl\u00edben\u00fdm jezdcem.<\/li>\n<li>Propaga\u010dn\u00ed a motiva\u010dn\u00ed programy zam\u011b\u0159en\u00e9 na prodejce: p\u0159i dosa\u017een\u00ed prodejn\u00edho c\u00edle, <a href=\"https:\/\/rtrsports.com\/cs\/motogp-hospitality\/\"><strong>jste pozv\u00e1ni na dom\u00e1c\u00ed Grand Prix<\/strong><\/a> nebo vyhr\u00e1t den jezdc\u016f ve va\u0161\u00ed prodejn\u011b pro autogramy a fotografie.<\/li>\n<li>Ve\u0161ker\u00e9 propaga\u010dn\u00ed aktivity zprost\u0159edkovan\u00e9 prost\u0159ednictv\u00edm soci\u00e1ln\u00edch m\u00e9di\u00ed<\/li>\n<li>V\u0161echny intern\u00ed motiva\u010dn\u00ed aktivity: vyu\u017eit\u00ed t\u00fdmu MotoGP k vytvo\u0159en\u00ed t\u00fdmov\u00e9ho ducha<\/li>\n<\/ul>\n<p>Limitem je pak nebe: sta\u010d\u00ed b\u00fdt opravdu kreativn\u00ed a sna\u017eit se co nejl\u00e9pe vymyslet co <strong>nejv\u00edce aktivac\u00ed,<\/strong> abyste oslovili sv\u00e9 z\u00e1kazn\u00edky a co nejl\u00e9pe vyu\u017eili sponzorsk\u00e1 pr\u00e1va, kter\u00e1 jste z\u00edskali. <strong>Sportovn\u00ed sponzorsk\u00fd program<\/strong> nefunguje s\u00e1m o sob\u011b, je t\u0159eba ho vyu\u017e\u00edt tak, aby pomohl va\u0161\u00ed spole\u010dnosti dos\u00e1hnout va\u0161ich c\u00edl\u016f.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Kdy\u017e mluv\u00edme o Sportovn\u00ed sponzorsk\u00e9 programy a sponzorsk\u00fdch pr\u00e1vech (a zejm\u00e9na o aktivaci sponzoringu), \u010dasto se setk\u00e1v\u00e1me s pochybnostmi a ur\u010dit\u00fdm zmatkem. Jak\u00fd je rozd\u00edl mezi sponzorsk\u00fdmi pr\u00e1vy a aktivac\u00ed sponzoringu? Nejde o tot\u00e9\u017e? Pokusme se objasnit a jednodu\u0161e vysv\u011btlit, \u017ee nejen\u017ee nejde o tot\u00e9\u017e, ale \u017ee jedno vy\u017eaduje druh\u00e9, aby mohlo existovat. Sponzorsk\u00e1 pr\u00e1va [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":191982,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20231,20230,20229],"tags":[],"class_list":["post-280357","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motorsport-cs","category-sportovni-marketing","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Jak se li\u0161\u00ed aktivace sponzoringu od sponzorsk\u00fdch pr\u00e1v<\/title>\n<meta name=\"description\" content=\"Pokusme se jednodu\u0161e vysv\u011btlit, \u017ee nejen\u017ee nejde o tot\u00e9\u017e, ale \u017ee jedno vy\u017eaduje druh\u00e9, aby mohlo existovat.\" \/>\n<meta name=\"robots\" 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