{"id":280419,"date":"2025-04-15T13:16:40","date_gmt":"2025-04-15T11:16:40","guid":{"rendered":"https:\/\/rtrsports.com\/8-nastrah-kterym-se-musite-vyhnout-ve-svem-sponzorskem-programu-motogp\/"},"modified":"2025-07-04T13:01:26","modified_gmt":"2025-07-04T11:01:26","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 n\u00e1strah, kter\u00fdm se mus\u00edte vyhnout ve sv\u00e9m sponzorsk\u00e9m programu MotoGP"},"content":{"rendered":"

Pokud je va\u0161e zna\u010dka symbolem rychlosti, technologie, p\u0159esnosti, inovativn\u00edho technick\u00e9ho v\u00fdvoje a siln\u00e9ho t\u00fdmov\u00e9ho ducha, pak sportovn\u00ed marketing<\/strong> a sponzoring motorsportu<\/strong><\/a> m\u016f\u017ee b\u00fdt pro v\u00e1s ide\u00e1ln\u00edm marketingov\u00fdm n\u00e1strojem. <\/span><\/p>\n

Na str\u00e1nk\u00e1ch Mistrovstv\u00ed sv\u011bta MotoGP<\/a><\/strong> je vynikaj\u00edc\u00edm p\u0159\u00edkladem vzru\u0161uj\u00edc\u00ed celosv\u011btov\u00e9 komunika\u010dn\u00ed platformy. Vrcholn\u00e9 z\u00e1vody na dvou kolech miluje a sleduje cel\u00fd sv\u011bt: v\u00edce ne\u017e 200 zem\u00ed p\u0159ij\u00edm\u00e1 p\u0159\u00edm\u00fd televizn\u00ed sign\u00e1l, 433 milion\u016f dom\u00e1cnost\u00ed je osloveno prost\u0159ednictv\u00edm kabelov\u00fdch satelitn\u00edch s\u00edt\u00ed a v ka\u017ed\u00e9 sez\u00f3n\u011b je odvys\u00edl\u00e1no celkem t\u00e9m\u011b\u0159 30 000 hodin z\u00e1vod\u016f.<\/p>\n

Na\u0161e zku\u0161enosti v oblasti sponzoringu motoristick\u00e9ho sportu<\/strong> n\u00e1s sezn\u00e1mily s celou \u0159adou projekt\u016f. Dob\u0159e v\u00edme, jak p\u0159\u00ednosn\u00e9 m\u016f\u017ee b\u00fdt sponzorstv\u00ed a dob\u0159e napl\u00e1novan\u00e9 aktivace pro velk\u00e9 i mal\u00e9 organizace a spole\u010dnosti, a to od vysoce presti\u017en\u00edch akc\u00ed a\u017e po c\u00edlen\u00fd r\u016fst na m\u00edstn\u00ed \u00farovni. <\/span><\/p>\n

Nenechte se v\u0161ak m\u00fdlit. Stejn\u011b jako ka\u017ed\u00e1 forma marketingu, i skv\u011bl\u00fd sportovn\u00ed marketing m\u00e1 mnoho nuanc\u00ed, kter\u00e9 je t\u0159eba ocenit, osv\u011bd\u010den\u00fdch postup\u016f, kter\u00e9 je t\u0159eba dodr\u017eovat, a chyb, kter\u00fdch je t\u0159eba se vyvarovat. Pokud tedy n\u011bkdy pl\u00e1nujete sponzorsk\u00fd<\/strong> projekt MotoGP<\/strong> nebo jak\u00fdkoli marketingov\u00fd program v motorsportu, zde je 8 n\u00e1strah, kter\u00fdm se vyhn\u011bte, aby va\u0161e sez\u00f3na byla stejn\u011b \u00fasp\u011b\u0161n\u00e1 jako kdykoli p\u0159edt\u00edm.<\/p>\n

1 – Nejde o um\u00edst\u011bn\u00ed na stupn\u00edch v\u00edt\u011bz\u016f na z\u00e1vodech<\/b><\/h2>\n

Rozhodli jsme se, \u017ee tuto ot\u00e1zku budeme \u0159e\u0161it jako prvn\u00ed, proto\u017ee to je ve sportovn\u00edm marketingu a sponzoringu motoristick\u00e9ho sportu tak d\u016fle\u017eit\u00e9, jak jen to jde. I kdy\u017e je samoz\u0159ejm\u011b um\u00edst\u011bn\u00ed na stupn\u00edch v\u00edt\u011bz\u016f (stejn\u011b jako st\u0159\u00edlen\u00ed g\u00f3l\u016f nebo prvn\u00ed m\u00edsto v lize) bezpochyby p\u0159\u00edjemn\u00e9, nejste v tom proto, abyste vyhr\u00e1li. Skv\u011bl\u00e9 sponzorsk\u00e9 projekty<\/strong> a v\u011bt\u0161\u00ed sportovn\u00ed marketingov\u00e9 aktivace se mus\u00ed vymykat v\u00fdsledk\u016fm na trati a m\u00edsto toho se op\u00edrat o sd\u00edlen\u00e9 hodnoty, spole\u010dn\u00e9 c\u00edle a spole\u010dnou vizi. <\/span><\/p>\n

Zejm\u00e9na v dne\u0161n\u00ed dob\u011b, kdy v\u00fdsledky a v\u00fdkonnost m\u016f\u017ee ovlivnit nebo zt\u00ed\u017eit mnoho vn\u011bj\u0161\u00edch faktor\u016f, je nanejv\u00fd\u0161 d\u016fle\u017eit\u00e9 zam\u011b\u0159it se na solidn\u00ed pl\u00e1n sponzoringu, kter\u00fd vyu\u017e\u00edv\u00e1 v\u00edce p\u0159edv\u00eddateln\u00fdch v\u00fdhod. <\/span><\/p>\n

2 – Podcen\u011bn\u00ed specifick\u00fdch odborn\u00fdch znalost\u00ed a zku\u0161enost\u00ed<\/b><\/h2>\n

Stejn\u011b jako technologie nebo finance je i sport velmi specifick\u00fdm oborem. Na rozd\u00edl od technologi\u00ed nebo financ\u00ed je v\u0161ak sportovn\u00ed marketing d\u00edky sv\u00e9 celosv\u011btov\u00e9 popularit\u011b a ka\u017edodenn\u00ed dostupnosti v\u011bt\u0161inou pova\u017eov\u00e1n za snadno zvl\u00e1dnuteln\u00fd a dostupn\u00fd pro ka\u017ed\u00e9ho.<\/p>\n

I kdy\u017e souhlas\u00edme s t\u00edm, \u017ee sponzoring v motorsportu nen\u00ed \u017e\u00e1dn\u00e1 raketov\u00e1 v\u011bda, vid\u011bli jsme p\u0159\u00edli\u0161 mnoho projekt\u016f a aktivit, kter\u00e9 se potopily, proto\u017ee tento \u00fakol byl podcen\u011bn. Specifick\u00e9 odborn\u00e9 znalosti a zku\u0161enosti v oblasti sponzoringu motoristick\u00e9ho sportu jsou kl\u00ed\u010dem k rychl\u00e9mu \u00fasp\u011bchu bez n\u00e1hl\u00fdch n\u00e1raz\u016f na cest\u011b. Pro\u010d zd\u016fraz\u0148ujeme slovo „specifick\u00fd“? Proto\u017ee ka\u017ed\u00e1 discipl\u00edna je jin\u00e1 a prob\u00edh\u00e1 podle zcela odli\u0161n\u00e9 p\u0159\u00edru\u010dky a souboru pravidel. Nap\u0159\u00edklad MotoGP<\/strong> je \u00fapln\u011b jin\u00e9 zv\u00ed\u0159e ne\u017e basketbal (proto\u017ee jsem pracoval v obou oborech, mohu to potvrdit z prvn\u00ed ruky).<\/p>\n

Nemus\u00edte si hr\u00e1t na nevy\u017e\u00e1dan\u00e9ho mavericka: najm\u011bte si n\u011bkoho. sportovn\u00ed marketingovou agenturu<\/strong><\/a> aby v\u00e1m sestavil aktiva\u010dn\u00ed pl\u00e1n nebo zprost\u0159edkoval sponzorskou smlouvu. V\u011bt\u0161inou si nevyd\u011blaj\u00ed na mzdu od v\u00e1s, ale od t\u00fdm\u016f. <\/span><\/p>\n

3 – Neza\u0159azen\u00ed aktivace do rozpo\u010dtu<\/b><\/h2>\n

O aktivaci sponzoringu<\/a> jsme se zm\u00ednili ve v\u00fd\u0161e uveden\u00e9 kapitole, tak\u017ee je na m\u00edst\u011b uv\u00e9st dal\u0161\u00ed informace o spr\u00e1vn\u00e9m sestaven\u00ed rozpo\u010dtu. P\u0159edev\u0161\u00edm je aktivace sponzoringu ucelen\u00fd syst\u00e9m \u010dinnost\u00ed, n\u00e1stroj\u016f a taktik, kter\u00e9 mus\u00edte zav\u00e9st, abyste mohli prom\u011bnit sv\u00e9 marketingov\u00e9 p\u0159\u00ednosy v marketingov\u00e9 akce. Jsou s t\u00edm v\u0161ichni spokojeni? Samoz\u0159ejm\u011b \u017ee ne. Zkr\u00e1tka a dob\u0159e, aktivace sponzorsk\u00e9ho programu znamen\u00e1 vyt\u011b\u017eit ze sponzorsk\u00e9 smlouvy hodnotu konkr\u00e9tn\u00edm krokem, jako je p\u0159\u00edtomnost nejlep\u0161\u00edch klient\u016f na trati nebo pou\u017eit\u00ed fotografi\u00ed t\u00fdmu ve va\u0161\u00ed ADV kampani.<\/p>\n

Probl\u00e9m je v tom, \u017ee sponzoring se neaktivuje s\u00e1m od sebe a ani od t\u00fdm\u016f byste nem\u011bli o\u010dek\u00e1vat velkou pomoc (ne proto, \u017ee by to byli ti \u0161patn\u00ed, ale prost\u011b maj\u00ed z\u00e1vody, o kter\u00e9 se mus\u00ed postarat). Aktivace pot\u0159ebuje pen\u00edze a ty ve va\u0161\u00ed sponzorsk\u00e9 smlouv\u011b nejsou. \u0158i\u010fte se na\u0161\u00edm pravidlem, \u017ee na ka\u017ed\u00fd dolar, kter\u00fd utrat\u00edte ve sponzorsk\u00e9 smlouv\u011b, pot\u0159ebujete 0,50 cent\u016f na aktivaci tohoto sponzoringu<\/strong>. To znamen\u00e1, \u017ee pokud je v\u00e1\u0161 rozpo\u010det na sportovn\u00ed marketing 750 000 dolar\u016f, m\u011bli byste koupit sponzoring za p\u016fl milionu a zbytek pou\u017e\u00edt na jeho rozjezd. Pod\u011bkujte n\u00e1m pozd\u011bji.<\/p>\n

4 – V\u00fdb\u011br toho, co se v\u00e1m l\u00edb\u00ed<\/b><\/h2>\n

Pocit je skv\u011bl\u00fd, dokud nen\u00ed. Kdy\u017e se chyst\u00e1te na sportovn\u00ed marketingovou kampa\u0148 nebo projekt sportovn\u00edho sponzoringu, v\u00e1\u0161 prvn\u00ed instinkt je v\u017edy zvolit pro svou zna\u010dku sport, kter\u00fd byste si vybrali pro sebe. Bohu\u017eel je to prost\u011b \u0161patn\u011b a v\u011bt\u0161inou skon\u010d\u00edte u sponzoringu golfu pro v\u00fdrobce \u0161roub\u016f. N\u011bkdy to, co se v\u00e1m l\u00edb\u00ed, a to, co je pro v\u00e1s spr\u00e1vn\u00e9, jsou dv\u011b zcela odli\u0161n\u00e9 hry. Pamatujte si: sponzoring by m\u011bl b\u00fdt \u00fa\u010dinn\u00fdm marketingov\u00fdm n\u00e1strojem, ne kon\u00ed\u010dkem. Vyberte si discipl\u00ednu nebo s\u00e9rii, kter\u00e1 odpov\u00edd\u00e1 hodnot\u00e1m, vlastnostem, odkazu a vizi va\u0161\u00ed spole\u010dnosti, a zapojte spr\u00e1vnou c\u00edlovou skupinu. Koneckonc\u016f existuje d\u016fvod, pokud je Richard Mille na voze Formule 1<\/strong> a spole\u010dnost Toolstation<\/strong> se anga\u017euje v ragby?<\/p>\n

5 – Ned\u016fkladn\u00e9 pl\u00e1nov\u00e1n\u00ed<\/b><\/h2>\n

P\u0159i sponzorov\u00e1n\u00ed ve sportu je toho hodn\u011b. Je\u0161t\u011b d\u016fle\u017eit\u011bj\u0161\u00ed je, \u017ee toho m\u016f\u017eete ud\u011blat hodn\u011b, proto\u017ee dob\u0159e vypracovan\u00fd pl\u00e1n sponzoringu m\u016f\u017ee potenci\u00e1ln\u011b pos\u00edlit v\u0161echny va\u0161e marketingov\u00e9 a komunika\u010dn\u00ed n\u00e1stroje. Va\u0161e aktivity na soci\u00e1ln\u00edch s\u00edt\u00edch? Zkontrolujte. Vzru\u0161uj\u00edc\u00ed ADV kampa\u0148? Zkontrolujte. Ocen\u011bn\u00fd motiva\u010dn\u00ed program? Zkontrolov\u00e1no. P\u0159esv\u011bd\u010div\u00e9 prost\u0159ed\u00ed pro va\u0161i p\u0159\u00ed\u0161t\u00ed akci? Zkontrolov\u00e1no. <\/span><\/p>\n

Jedn\u00edm z nej\u010dast\u011bj\u0161\u00edch \u00faskal\u00ed nejen sponzoringu MotoGP<\/strong>, ale ka\u017ed\u00e9ho sportovn\u00edho marketingov\u00e9ho programu je nedostate\u010dn\u00e9 pl\u00e1nov\u00e1n\u00ed na za\u010d\u00e1tku sez\u00f3ny, ne\u017e se guma dotkne asfaltu a v\u0161e se za\u010dne p\u0159\u00edli\u0161 rychle h\u00fdbat. Pokud tedy chcete zas\u00e1hnout do d\u011bn\u00ed, plat\u00ed pravidlo, \u017ee 60 dn\u00ed po posledn\u00edm z\u00e1vod\u011b vyu\u017eijte k napl\u00e1nov\u00e1n\u00ed v\u0161ech akc\u00ed a zapojen\u00ed t\u00fdmu. V ide\u00e1ln\u00edm p\u0159\u00edpad\u011b chcete m\u00edt v\u0161e p\u0159ipraveno m\u011bs\u00edc p\u0159ed prvn\u00ed velkou cenou sezony.<\/p>\n

6 – nekomunikovat s t\u00fdmy a sportovn\u00edmi marketingov\u00fdmi agenturami<\/b><\/h2>\n

Pokud nejste Repsol,<\/strong> Philip Morris<\/strong> nebo Petronas<\/strong> (obrovsk\u00e9 spole\u010dnosti s dvacetiletou zku\u0161enost\u00ed se sponzoringem v motorsportu), sami to nezvl\u00e1dnete. \u0158\u00edk\u00e1 se, \u017ee budete pot\u0159ebovat pomoc od sv\u00fdch p\u0159\u00e1tel: marketingov\u00e9ho odd\u011blen\u00ed t\u00fdmu a sv\u00fdch koleg\u016f. sportovn\u00ed marketingov\u00e9 agentury<\/strong><\/a> jsou tu pro v\u00e1s. Pou\u017e\u00edvejte je jako pr\u016fvodce b\u011bhem sv\u00e9 cesty, ptejte se jich, volejte o podporu, d\u016fv\u011b\u0159ujte jejich odborn\u00fdm znalostem a vyu\u017e\u00edvejte jejich tipy. U\u017e to za\u017eili a dostanou se ke spr\u00e1vn\u00e9mu konci pom\u011brn\u011b rychle. D\u00e1vejte si tak\u00e9 pozor na bodr\u00e9 nov\u00e1\u010dkovsk\u00e9 chytr\u00e1ky, kte\u0159\u00ed nikdy nebyli na z\u00e1vodi\u0161ti, ale chovaj\u00ed se, jako by \u0159\u00eddili celou show jen proto, \u017ee dostali propustku do paddocku. Z\u00e1vodn\u00ed prost\u0159ed\u00ed b\u00fdvaj\u00ed chytr\u00e9 mal\u00e9 bodr\u00e9 v\u011bci.<\/p>\n

7 – Zva\u017eov\u00e1n\u00ed sponzorstv\u00ed sprintov\u00e9ho z\u00e1vodu<\/b><\/h2>\n

Co se t\u00fd\u010de chov\u00e1n\u00ed spot\u0159ebitel\u016f<\/strong>, sponzoring je do zna\u010dn\u00e9 m\u00edry z\u00e1le\u017eitost\u00ed mysli. Jeliko\u017e se jedn\u00e1 o inkluzivn\u00ed, nikoliv vt\u00edrav\u00fd n\u00e1stroj, trv\u00e1 n\u011bjakou dobu, ne\u017e mozek vst\u0159eb\u00e1 v\u0161echny p\u011bkn\u00e9 vlastnosti sportu, spoj\u00ed je se sponzorskou zna\u010dkou nebo produktem, vytvo\u0159\u00ed si v\u00edt\u011bznou asociaci, obal\u00ed tuto zna\u010dku nebo produkt nov\u011b objeven\u00fdmi vlastnostmi a hodnotami a pot\u00e9 zm\u011bn\u00ed sv\u00e9 n\u00e1vyky a chov\u00e1n\u00ed a nakonec tento produkt koup\u00ed. Ano, p\u0159esn\u011b to se d\u011bje<\/strong>. Faktem je, \u017ee se to nestane p\u0159es noc: vytvo\u0159en\u00ed t\u00e9to siln\u00e9 a \u00fa\u010dinn\u00e9 asociace a skute\u010dn\u00fd trik trv\u00e1 roky. Pokud op\u011bt pot\u0159ebujete pravidlo: trv\u00e1 dva a\u017e t\u0159i roky, ne\u017e se tato hra mysli mezi zna\u010dkou a sportovn\u00edm objektem zdokonal\u00ed. Tak\u017ee znovu: kdybych m\u011bl dev\u011bt dolar\u016f, utratil bych t\u0159i ro\u010dn\u011b po dobu t\u0159\u00ed let. Nen\u00ed to z\u00e1vod ve sprintu, je to maraton.<\/p>\n

Co je na tom kr\u00e1sn\u00e9ho? \u017de je super v\u00fdkonn\u00fd a vydr\u017e\u00ed v\u011b\u010dn\u011b<\/strong>. <\/span><\/p>\n

8 – Nejedete na pln\u00fd plyn<\/b><\/h2>\n

V neposledn\u00ed \u0159ad\u011b je to z\u00e1vazek. Sponzoring<\/strong> nen\u00ed n\u011bjak\u00fd sportovn\u00ed firemn\u00ed dopln\u011bk, kter\u00fd bude p\u011bkn\u011b sed\u011bt v rohu va\u0161\u00ed zasedac\u00ed m\u00edstnosti a ne\u0161t\u011bkne po n\u011bm ani pes. Sportovn\u00ed marketingov\u00e9 programy p\u0159in\u00e1\u0161ej\u00ed v\u00fdsledky, nad\u0161en\u00ed, \u010dlenstv\u00ed, soun\u00e1le\u017eitost a v\u00e1\u0161e\u0148, ale pot\u0159ebuj\u00ed \u010das a odhodl\u00e1n\u00ed. Nelze jet polovi\u010dn\u00ed rychlost\u00ed a z koloto\u010de se ned\u00e1 vystoupit. Dobr\u00fd sponzoring se odr\u00e1\u017e\u00ed ve v\u0161ech odd\u011blen\u00edch a zapojuje v\u0161echny od v\u00fdroby a\u017e po management, tak\u017ee pokud se chyst\u00e1te vydat na dobrodru\u017enou cestu, nezapome\u0148te, \u017ee to bude sp\u00ed\u0161e plavba na raftu ne\u017e na mo\u0159i. Ale zavede v\u00e1s tam, kde jste je\u0161t\u011b nebyli, a p\u0159inese v\u00e1m to, co v\u00e1m je\u0161t\u011b nikdo nedal. <\/span><\/p>\n

Pokud pot\u0159ebujete v\u00edce informac\u00ed o sponzoringu v motoristick\u00e9m sportu<\/strong> nebo sportovn\u00edch marketingov\u00fdch programech<\/strong>, nev\u00e1hejte kontaktovat spole\u010dnost RTR Sports: d\u011bl\u00e1me to u\u017e 25 let<\/strong><\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Pokud je va\u0161e zna\u010dka symbolem rychlosti, technologie, p\u0159esnosti, inovativn\u00edho technick\u00e9ho v\u00fdvoje a siln\u00e9ho t\u00fdmov\u00e9ho ducha, pak sportovn\u00ed marketing a sponzoring motorsportu m\u016f\u017ee b\u00fdt pro v\u00e1s ide\u00e1ln\u00edm marketingov\u00fdm n\u00e1strojem. Na str\u00e1nk\u00e1ch Mistrovstv\u00ed sv\u011bta MotoGP je vynikaj\u00edc\u00edm p\u0159\u00edkladem vzru\u0161uj\u00edc\u00ed celosv\u011btov\u00e9 komunika\u010dn\u00ed platformy. Vrcholn\u00e9 z\u00e1vody na dvou kolech miluje a sleduje cel\u00fd sv\u011bt: v\u00edce ne\u017e 200 zem\u00ed p\u0159ij\u00edm\u00e1 […]<\/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 n\u00e1strah, kter\u00fdm se mus\u00edte vyhnout ve sv\u00e9m sponzorsk\u00e9m programu MotoGP<\/title>\n<meta name=\"description\" content=\"Pokud je va\u0161e zna\u010dka symbolem rychlosti a technologie, m\u016f\u017ee pro v\u00e1s b\u00fdt sponzoring motoristick\u00e9ho sportu ide\u00e1ln\u00edm marketingov\u00fdm n\u00e1strojem.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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