{"id":280419,"date":"2021-02-03T09:54:09","date_gmt":"2021-02-03T08:54:09","guid":{"rendered":"https:\/\/rtrsports.com\/8-nastrah-kterym-se-musite-vyhnout-ve-svem-sponzorskem-programu-motogp\/"},"modified":"2026-09-23T15:00:39","modified_gmt":"2026-09-23T13:00:39","slug":"8-nastrah-kterym-se-musite-vyhnout-ve-svem-sponzorskem-programu-motogp","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/8-nastrah-kterym-se-musite-vyhnout-ve-svem-sponzorskem-programu-motogp\/","title":{"rendered":"8 chyb, kter\u00fdm se vyhnout p\u0159i sponzorstv\u00ed MotoGP (pr\u016fvodce 2026)"},"content":{"rendered":"

31. prosince 2024 skon\u010dilo jedno z nejdel\u0161\u00edch a nej\u00fasp\u011b\u0161n\u011bj\u0161\u00edch sponzorstv\u00ed v historii MotoGP. Repsol a Honda z\u00e1vodily spole\u010dn\u011b od roku 1995: t\u0159icet let, 183 v\u00edt\u011bzstv\u00ed, 15 jezdeck\u00fdch titul\u016f ve t\u0159\u00edd\u00e1ch 500 a MotoGP a oran\u017eov\u00fd design, kter\u00fd na prvn\u00ed pohled pozn\u00e1 i ten, kdo z\u00e1vody nesleduje. Jeden p\u0159\u00edb\u011bh, dv\u011b ponau\u010den\u00ed. Prvn\u00ed: tak siln\u00e9 propojen\u00ed se buduje jedin\u011b \u010dasem. Druh\u00e9: i ten nejpevn\u011bj\u0161\u00ed program z\u016fst\u00e1v\u00e1 vystaven tomu, co se d\u011bje na trati. Technick\u00e1 krize Hondy a odchod Marca M\u00e1rqueze sehr\u00e1ly v rozhodnut\u00ed o rozchodu svou roli.<\/strong><\/p>\n

Aktualizov\u00e1no v z\u00e1\u0159\u00ed 2026.<\/em><\/p>\n

Mezi t\u011bmito dv\u011bma ponau\u010den\u00edmi le\u017e\u00ed t\u00e9m\u011b\u0159 v\u0161echny chyby, kter\u00e9 vid\u00edme u firem vstupuj\u00edc\u00edch poprv\u00e9 do mistrovstv\u00ed sv\u011bta MotoGP. Situace v roce 2026 je \u010din\u00ed dra\u017e\u0161\u00edmi ne\u017e obvykle. Kalend\u00e1\u0159 zahrnuje 22 Velk\u00fdch cen v 18 zem\u00edch, od \u00favodn\u00edho z\u00e1vodu v Buriramu na konci \u00fanora po fin\u00e1le ve Valencii v listopadu. Od \u010dervence 2025 \u0161ampion\u00e1t ovl\u00e1d\u00e1 Liberty Media, stejn\u00e1 skupina, kter\u00e1 vlastn\u00ed Formuli 1. A od roku 2027 p\u0159ich\u00e1zej\u00ed motory o objemu 850 cm\u00b3, m\u00e9n\u011b aerodynamiky a Pirelli jako jedin\u00fd dodavatel pneumatik m\u00edsto Michelinu: kdo dnes podepisuje v\u00edceletou smlouvu, podepisuje ji p\u0159es zm\u011bnu pravidel. Zde je osm chyb, kter\u00fdm je dobr\u00e9 se vyhnout.<\/p>\n

1. Kupovat v\u00fdsledek m\u00edsto v\u00fdznamu<\/h2>\n

P\u00f3dium pot\u011b\u0161\u00ed ka\u017ed\u00e9ho, ale sponzorstv\u00ed postaven\u00e9 na p\u00f3diu je s\u00e1zka, ne investice. V\u00fdkon z\u00e1vis\u00ed na prom\u011bnn\u00fdch, kter\u00e9 \u017e\u00e1dn\u00fd sponzor neovlivn\u00ed: na motocyklu, kter\u00fd nejede, na zran\u011bn\u00ed, na p\u0159estupu do jin\u00e9ho t\u00fdmu. Vydr\u017e\u00ed ty programy, kter\u00e9 stoj\u00ed na p\u0159edv\u00eddateln\u00e9m: na hodnot\u00e1ch sd\u00edlen\u00fdch s t\u00fdmem nebo jezdcem, na oslovovan\u00e9m publiku, na pr\u00e1vech k u\u017eit\u00ed zna\u010dky, na p\u0159\u00edstupu do paddocku pro klienty a partnery. Pokud se hodnota smlouvy vypa\u0159\u00ed, jakmile jezdec spadne na patn\u00e1ct\u00e9 m\u00edsto, byla smlouva \u0161patn\u011b napsan\u00e1 od sam\u00e9ho za\u010d\u00e1tku.<\/p>\n

2. Vybrat si sport, kter\u00fd v\u00e1s bav\u00ed<\/h2>\n

Je to nejp\u0159irozen\u011bj\u0161\u00ed a z\u00e1rove\u0148 nejnebezpe\u010dn\u011bj\u0161\u00ed instinkt: vz\u00edt zna\u010dku tam, kam bychom v ned\u011bli odpoledne \u0161li sami. V\u00e1\u0161e\u0148 majitele nen\u00ed marketingov\u00e9 krit\u00e9rium. Spr\u00e1vn\u00e1 ot\u00e1zka zn\u00ed jinak: oslovuje tento \u0161ampion\u00e1t publikum, o kter\u00e9 n\u00e1m jde, na trz\u00edch, kde prod\u00e1v\u00e1me, s hodnotami, kter\u00e9 na\u0161i z\u00e1kazn\u00edci uzn\u00e1vaj\u00ed? MotoGP je velmi siln\u00e9 ve st\u0159edomo\u0159sk\u00e9 Evrop\u011b, jihov\u00fdchodn\u00ed Asii a Latinsk\u00e9 Americe a n\u00e1vrat Braz\u00edlie v roce 2026 to potvrzuje. Pro firmu, kter\u00e1 prod\u00e1v\u00e1 hlavn\u011b v Severn\u00ed Americe nebo v N\u011bmecku, m\u016f\u017ee b\u00fdt odpov\u011b\u010f jin\u00e1, a zjistit to p\u0159edem stoj\u00ed mnohem m\u00e9n\u011b ne\u017e zjistit to dodate\u010dn\u011b.<\/p>\n

3. Pr\u00e1zdn\u00e1 samolepka: \u017e\u00e1dn\u00fd rozpo\u010det na aktivaci<\/h2>\n

„Pr\u00e1zdnou samolepkou“ naz\u00fdv\u00e1me sponzorstv\u00ed, kter\u00e9 kon\u010d\u00ed u loga na kapot\u00e1\u017ei. Smlouva s t\u00fdmem kupuje pr\u00e1va, ne v\u00fdsledky: hodnota vznik\u00e1 teprve tehdy, kdy\u017e se tato pr\u00e1va aktivuj\u00ed, tedy prom\u011bn\u00ed v hospitality pro klienty, obsah, propagaci, akce a kampan\u011b. A aktivace m\u00e1 n\u00e1klady, kter\u00e9 ve smlouv\u011b nejsou. Po l\u00e9ta obor pou\u017e\u00edval p\u0159esn\u00e1 pravidla: jeden a\u017e dva dolary na aktivaci za ka\u017ed\u00fd dolar vynalo\u017een\u00fd na pr\u00e1va. V roce 2022 s\u00e1m institut IEG, kter\u00fd tato pravidla zpopularizoval, napsal, \u017ee pevn\u00e9 pom\u011bry u\u017e ned\u00e1vaj\u00ed smysl a rozpo\u010det je t\u0159eba stav\u011bt na c\u00edlech. Souhlas\u00edme. Podle na\u0161ich zku\u0161enost\u00ed v\u0161ak program v prvn\u00edm roce bez vlastn\u00ed \u010d\u00e1stky na aktivaci, rozpo\u010dtovan\u00e9 od za\u010d\u00e1tku, t\u00e9m\u011b\u0159 v\u017edy skon\u010d\u00ed jako pr\u00e1zdn\u00e1 samolepka.<\/p>\n

4. Podcenit specifick\u00e9 know-how<\/h2>\n

Sport m\u00e1 probl\u00e9m s pov\u011bst\u00ed: proto\u017ee ho sleduje ka\u017ed\u00fd, ka\u017ed\u00fd si mysl\u00ed, \u017ee ho um\u00ed \u0159\u00eddit. Nikdo by nesv\u011b\u0159il slo\u017eitou finan\u010dn\u00ed operaci nad\u0161enci do financ\u00ed, a p\u0159esto se \u010dasto setk\u00e1v\u00e1me s t\u00edm, \u017ee velk\u00e9 sponzorsk\u00e9 rozpo\u010dty spravuj\u00ed lid\u00e9, kte\u0159\u00ed nikdy nevyjedn\u00e1vali smlouvu s t\u00fdmem. MotoGP m\u00e1 vlastn\u00ed pravidla, term\u00edny, hierarchie a zvyklosti, odli\u0161n\u00e9 od Formule 1 a je\u0161t\u011b v\u00edc od fotbalu \u010di basketbalu. K tomu slou\u017e\u00ed agentura specializovan\u00e1 na sponzorstv\u00ed v MotoGP<\/a>. Ve v\u011bt\u0161in\u011b p\u0159\u00edpad\u016f jej\u00ed provizi plat\u00ed t\u00fdm nebo dr\u017eitel pr\u00e1v, nikoli zna\u010dka, a na tento detail stoj\u00ed za to se zeptat p\u0159ed podpisem.<\/p>\n

5. Pl\u00e1novat a\u017e po za\u010d\u00e1tku sezony<\/h2>\n

Kdy\u017e motocykly vyjedou na tra\u0165, je u\u017e pozd\u011b. V roce 2026 se prvn\u00ed Velk\u00e1 cena jela v Thajsku od 27. \u00fanora do 1. b\u0159ezna a druh\u00e1 v Braz\u00edlii o t\u0159i t\u00fddny pozd\u011bji. V\u0161e, co je pot\u0159eba k vyu\u017eit\u00ed sezony, od reklamn\u00ed kampan\u011b s fotografiemi t\u00fdmu po program hospitality pro klienty, od motivace obchodn\u00ed s\u00edt\u011b po obsah na soci\u00e1ln\u00edch s\u00edt\u00edch, je t\u0159eba rozhodnout b\u011bhem zimn\u00edch m\u011bs\u00edc\u016f, mezi fin\u00e1le ve Valencii v listopadu a testy na za\u010d\u00e1tku roku. Praktick\u00e9 pravidlo: m\u00edt kompletn\u00ed pl\u00e1n p\u0159ipraven\u00fd alespo\u0148 m\u011bs\u00edc p\u0159ed prvn\u00ed Velkou cenou. Kdo doraz\u00ed do b\u0159ezna s nedo\u0159e\u0161en\u00fdmi n\u00e1pady, str\u00e1v\u00ed prvn\u00ed polovinu sezony doh\u00e1n\u011bn\u00edm.<\/p>\n

6. Myslet ve stylu sprintu<\/h2>\n

Od roku 2023 m\u00e1 ka\u017ed\u00fd v\u00edkend MotoGP sv\u016fj Sprint, sobotn\u00ed z\u00e1vod na polovi\u010dn\u00ed vzd\u00e1lenost. Na trati funguje skv\u011ble. Ve sponzorstv\u00ed je v\u0161ak logika sprintu chybou. Propojit zna\u010dku s hodnotami sportu je pomal\u00fd proces: publikum mus\u00ed zna\u010dku vid\u011bt, spojit si ji s t\u00fdmem, p\u0159en\u00e9st na ni to, co si o dan\u00e9m sportu mysl\u00ed, a nakonec zm\u011bnit sv\u00e9 n\u00e1kupn\u00ed rozhodov\u00e1n\u00ed. To se nestane za jednu sezonu. P\u0159\u00edb\u011bh Repsolu a Hondy je extr\u00e9mn\u00ed p\u0159\u00edklad, ale i v mnohem men\u0161\u00edm m\u011b\u0159\u00edtku ro\u010dn\u00ed smlouva jen z\u0159\u00eddka sta\u010d\u00ed k m\u011b\u0159iteln\u00fdm v\u00fdsledk\u016fm. V roce 2026 je tu je\u0161t\u011b jeden d\u016fvod uva\u017eovat v horizontu v\u00edce sezon: od roku 2027 se m\u011bn\u00ed motocykly i pneumatiky a po\u0159ad\u00ed sil na trati se m\u016f\u017ee prom\u00edchat. Je lep\u0161\u00ed m\u00edt pl\u00e1n, kter\u00fd obstoj\u00ed v obou sc\u00e9n\u00e1\u0159\u00edch.<\/p>\n

Abyste mohli porovnat varianty z hlediska n\u00e1klad\u016f a d\u00e9lky, p\u0159ipravili jsme pr\u016fvodce o tom, zda zvolit jeden z\u00e1vod, nebo celou sezonu<\/a>, a dal\u0161\u00ed o volb\u011b mezi jezdcem, t\u00fdmem, Velkou cenou a \u0161ampion\u00e1tem<\/a>.<\/p>\n

7. D\u011blat v\u0161echno s\u00e1m<\/h2>\n

Pokud nejste Red Bull nebo Monster Energy, tedy firmy s des\u00edtkami let zku\u0161enost\u00ed v motorsportu a vlastn\u00edmi specializovan\u00fdmi strukturami, je snaha \u0159\u00eddit sponzorstv\u00ed v MotoGP sami hazard. Marketingov\u00e9 odd\u011blen\u00ed t\u00fdmu zn\u00e1 sv\u00e1 pr\u00e1va, omezen\u00ed a harmonogramy l\u00e9pe ne\u017e kdokoli jin\u00fd a je t\u0159eba ho zapojit jako partnera, ne s n\u00edm jednat jako s dodavatelem. Tot\u00e9\u017e plat\u00ed pro agenturu. Dejte si pozor i na ty, kdo se prezentuj\u00ed jako odborn\u00edci pot\u00e9, co dostali propustku do paddocku: sv\u011bt z\u00e1vod\u016f je mal\u00fd, pov\u011bst se z\u00edsk\u00e1v\u00e1 rychle a ztr\u00e1c\u00ed je\u0161t\u011b rychleji.<\/p>\n

8. Nerozhodnout p\u0159edem, jak m\u011b\u0159it<\/h2>\n

Posledn\u00ed chyba je z\u00e1rove\u0148 nejroz\u0161\u00ed\u0159en\u011bj\u0161\u00ed: podepsat smlouvu, ani\u017e by bylo stanoveno, co se bude pova\u017eovat za \u00fasp\u011bch. Televizn\u00ed viditelnost, kontakty z\u00edskan\u00e9 v z\u00f3n\u011b hospitality, prodeje na trz\u00edch Velk\u00fdch cen, pov\u011bdom\u00ed o zna\u010dce: ka\u017ed\u00fd z t\u011bchto c\u00edl\u016f vy\u017eaduje jin\u00e9 n\u00e1stroje m\u011b\u0159en\u00ed a \u017e\u00e1dn\u00fd nelze zrekonstruovat po skon\u010den\u00ed sezony. Reklamn\u00ed ekvivalent spo\u010d\u00edtan\u00fd dodate\u010dn\u011b ne\u0159\u00edk\u00e1 nic o obchodn\u00ed n\u00e1vratnosti. Dob\u0159e m\u011b\u0159en\u00e9 sponzorstv\u00ed naopak zapojuje celou firmu, od obchodu po veden\u00ed, a lze ho obh\u00e1jit p\u0159ed p\u0159edstavenstvem. T\u00e9matu jsme se podrobn\u011b v\u011bnovali v anal\u00fdze o tom, jak se doopravdy m\u011b\u0159\u00ed ROI sponzorstv\u00ed<\/a>.<\/p>\n

Co z\u016fst\u00e1v\u00e1<\/h2>\n

\u017d\u00e1dn\u00e1 z t\u011bchto chyb se net\u00fdk\u00e1 samotn\u00e9ho rozpo\u010dtu. V\u0161ech osm m\u016f\u017eete ud\u011blat s milionem eur a v\u0161em se m\u016f\u017eete vyhnout s desetinou t\u00e9to \u010d\u00e1stky. T\u00fdkaj\u00ed se zp\u016fsobu, jak\u00fdm o sponzorstv\u00ed p\u0159em\u00fd\u0161l\u00edme: jako o n\u00e1kupu reklamn\u00edho prostoru, nebo jako o marketingov\u00e9m projektu, kter\u00fd trv\u00e1 v \u010dase. Rozd\u00edl se obvykle uk\u00e1\u017ee a\u017e po n\u011bkolika sezon\u00e1ch, a pr\u00e1v\u011b proto se vyplat\u00ed rozhodnout o n\u011bm p\u0159edem. Pro ty, kdo zva\u017euj\u00ed prvn\u00ed krok, je v\u00fdchoz\u00edm bodem n\u00e1\u0161 pr\u016fvodce sponzorstv\u00edm v MotoGP<\/a> a n\u00e1\u0161 t\u00fdm je k dispozici pro prvn\u00ed rozhovor<\/a>.<\/p>\n

Zdroje:<\/strong> Honda Racing Corporation, konec spolupr\u00e1ce s Repsolem<\/a>; MotoGP, kalend\u00e1\u0159 2026<\/a>; MotoGP, Liberty Media dokon\u010duje akvizici<\/a>; IEG, Activation Ratios Are Dead<\/a>.<\/p>\n

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\u010cast\u00e9 ot\u00e1zky o chyb\u00e1ch ve sponzorstv\u00ed MotoGP<\/b><\/h2>\r\n \r\n
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\r\n Jak\u00e1 je nej\u010dast\u011bj\u0161\u00ed chyba ve sponzorstv\u00ed MotoGP?<\/b>\r\n <\/h3>\r\n\r\n
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Chyb\u011bj\u00edc\u00ed rozpo\u010det na aktivaci. Smlouva s t\u00fdmem kupuje pr\u00e1va, ale hodnota vznik\u00e1 teprve tehdy, kdy\u017e se tato pr\u00e1va prom\u011bn\u00ed v hospitality, obsah, kampan\u011b a akce, a tyto \u010dinnosti maj\u00ed n\u00e1klady, kter\u00e9 ve smlouv\u011b zahrnuty nejsou. Bez t\u00e9to \u010d\u00e1stky se sponzorstv\u00ed zredukuje na logo na kapot\u00e1\u017ei.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Kolik je t\u0159eba vynalo\u017eit na aktivaci sponzorstv\u00ed?<\/b>\r\n <\/h3>\r\n\r\n
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Pevn\u00e9 pravidlo u\u017e neexistuje. Po l\u00e9ta obor uv\u00e1d\u011bl jeden a\u017e dva dolary na aktivaci za ka\u017ed\u00fd dolar za pr\u00e1va, ale v roce 2022 s\u00e1m IEG napsal, \u017ee pevn\u00e9 pom\u011bry u\u017e ned\u00e1vaj\u00ed smysl a rozpo\u010det je t\u0159eba stav\u011bt na c\u00edlech. Podle na\u0161ich zku\u0161enost\u00ed je v prvn\u00edm roce p\u0159esto pot\u0159eba vlastn\u00ed \u010d\u00e1stka, stanoven\u00e1 p\u0159ed podpisem.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak dlouho by m\u011blo sponzorstv\u00ed v MotoGP trvat?<\/b>\r\n <\/h3>\r\n\r\n
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Obvykle d\u00e9le ne\u017e jednu sezonu. Publikum pot\u0159ebuje \u010das, aby si zna\u010dku spojilo s hodnotami sportu, a ro\u010dn\u00ed smlouva jen z\u0159\u00eddka sta\u010d\u00ed k m\u011b\u0159iteln\u00fdm v\u00fdsledk\u016fm. V roce 2026 hraje roli i zm\u011bna pravidel v roce 2027 s motory o objemu 850 cm\u00b3 a pneumatikami Pirelli, kter\u00e1 m\u016f\u017ee zm\u011bnit po\u0159ad\u00ed sil na trati.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Kdy za\u010d\u00edt pl\u00e1novat sezonu MotoGP?<\/b>\r\n <\/h3>\r\n\r\n
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V zim\u011b, mezi posledn\u00ed Velkou cenou v listopadu ve Valencii a testy na za\u010d\u00e1tku roku. V roce 2026 sezona za\u010dala v Thajsku 27. \u00fanora: dobr\u00fdm c\u00edlem je m\u00edt kompletn\u00ed pl\u00e1n, od reklamn\u00ed kampan\u011b po hospitality, p\u0159ipraven\u00fd alespo\u0148 m\u011bs\u00edc p\u0159ed prvn\u00ed Velkou cenou.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Je ke sponzorov\u00e1n\u00ed MotoGP pot\u0159eba agentura?<\/b>\r\n <\/h3>\r\n\r\n
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Pro firmy, kter\u00e9 vstupuj\u00ed poprv\u00e9, t\u00e9m\u011b\u0159 v\u017edy ano. Specializovan\u00e1 agentura zn\u00e1 pravidla, term\u00edny a ceny v paddocku a pom\u00e1h\u00e1 vyjednat smlouvu i vybudovat aktivaci. Ve v\u011bt\u0161in\u011b p\u0159\u00edpad\u016f jej\u00ed provizi plat\u00ed t\u00fdm nebo dr\u017eitel pr\u00e1v, nikoli zna\u010dka.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

31. prosince 2024 skon\u010dilo jedno z nejdel\u0161\u00edch a nej\u00fasp\u011b\u0161n\u011bj\u0161\u00edch sponzorstv\u00ed v historii MotoGP. Repsol a Honda z\u00e1vodily spole\u010dn\u011b od roku 1995: t\u0159icet let, 183 v\u00edt\u011bzstv\u00ed, 15 jezdeck\u00fdch titul\u016f ve t\u0159\u00edd\u00e1ch 500 a MotoGP a oran\u017eov\u00fd design, kter\u00fd na prvn\u00ed pohled pozn\u00e1 i ten, kdo z\u00e1vody nesleduje. Jeden p\u0159\u00edb\u011bh, dv\u011b ponau\u010den\u00ed. Prvn\u00ed: tak siln\u00e9 propojen\u00ed se […]<\/p>\n","protected":false},"author":2,"featured_media":191907,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20231,20229],"tags":[],"class_list":["post-280419","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motorsport-cs","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"\n8 chyb, kter\u00fdm se vyhnout p\u0159i sponzorstv\u00ed MotoGP<\/title>\n<meta name=\"description\" content=\"8 nej\u010dast\u011bj\u0161\u00edch chyb p\u0159i sponzorstv\u00ed MotoGP v roce 2026: aktivace, pl\u00e1nov\u00e1n\u00ed, d\u00e9lka smlouvy a m\u011b\u0159en\u00ed. 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