{"id":280498,"date":"2025-04-15T15:55:58","date_gmt":"2025-04-15T13:55:58","guid":{"rendered":"https:\/\/rtrsports.com\/proc-byste-si-meli-vybrat-sponzorskou-agenturu\/"},"modified":"2025-07-16T14:16:37","modified_gmt":"2025-07-16T12:16:37","slug":"proc-byste-si-meli-vybrat-sponzorskou-agenturu","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/proc-byste-si-meli-vybrat-sponzorskou-agenturu\/","title":{"rendered":"Pro\u010d byste si m\u011bli vybrat sponzorskou agenturu?"},"content":{"rendered":"

Pro\u010d byste si v dob\u011b, kdy je v\u0161e na dosah ruky, m\u011bli vybrat sponzorskou agenturu, kter\u00e1 v\u00e1s podpo\u0159\u00ed?<\/strong><\/h2>\n

Ve sv\u011bt\u011b sportovn\u00edho marketingu<\/strong> bohu\u017eel, a pravd\u011bpodobn\u011b i kv\u016fli jeho pom\u011brn\u011b ned\u00e1vn\u00e9mu vzniku, p\u0159evl\u00e1d\u00e1 tendence „ud\u011blat si to s\u00e1m“, <\/strong>m\u00edsto abyste po\u017e\u00e1dali o profesion\u00e1ln\u00ed poradenstv\u00ed sponzorskou agenturu nebo agenturu pro sportovn\u00ed marketing<\/a>. Na rozd\u00edl od jin\u00fdch oblast\u00ed, kde jsou specifika a profesionalita uzn\u00e1v\u00e1ny a respektov\u00e1ny, je sv\u011bt sportu st\u00e1le jak\u00fdmsi Divok\u00fdm z\u00e1padem<\/b>, kde si mnoho lid\u00ed mysl\u00ed, \u017ee mohou fungovat samostatn\u011b bez jak\u00e9koliv pomoci.<\/p>\n

Je to d\u00e1no p\u0159edev\u0161\u00edm t\u00edm, \u017ee sport p\u0159edstavuje nejen velkou \u010d\u00e1st dne\u0161n\u00ed popkultury<\/strong>, kde jsou sportovci celebritami a sportovn\u00ed po\u0159ady jsou v\u0161ude v televizi a r\u00e1diu, ale tak\u00e9 t\u00edm, \u017ee velk\u00e1 \u010d\u00e1st populace sportuje nebo sportovala a sleduje na vlastn\u00ed o\u010di.<\/p>\n

Tato zvl\u00e1\u0161tnost<\/strong> v mnoha p\u0159\u00edpadech vych\u00e1z\u00ed z myln\u00e9 p\u0159edstavy, \u017ee „sport“<\/strong> a„sportovn\u00ed marketing“<\/strong> jsou tot\u00e9\u017e. Ve skute\u010dnosti je realita zcela jin\u00e1: v\u011bd\u011bt v\u0161echno o t\u00fdmech Serie A<\/strong> neznamen\u00e1, \u017ee jste profesion\u00e1l v oblasti sponzoringu<\/strong> nebo marketingov\u00e9 aktivace, podobn\u011b jako nesta\u010d\u00ed b\u00fdt v\u00e1\u0161niv\u00fdm hudebn\u00edm fanou\u0161kem, abyste se mohli pova\u017eovat za oper\u00e1tora v diskografick\u00e9m pr\u016fmyslu.<\/p>\n

Sport: slo\u017eit\u00e1 oblast<\/h2>\n

Sportovn\u00ed byznys je ve skute\u010dnosti velmi slo\u017eit\u00fd obor, pln\u00fd specifik a nuanc\u00ed,<\/strong> kter\u00e9 je zven\u010d\u00ed obt\u00ed\u017en\u00e9 pochopit a vyu\u017e\u00edt. Pr\u00e1v\u011b v t\u011bchto specifik\u00e1ch a detailech se v\u0161ak skr\u00fdv\u00e1 skute\u010dn\u00e1 hodnota sponzoringu<\/strong><\/a> a dal\u0161\u00edch n\u00e1stroj\u016f sportovn\u00edho marketingu. A tak\u00e9 profesion\u00e1l\u016f a sponzorsk\u00fdch agentur, kte\u0159\u00ed v t\u00e9to oblasti p\u016fsob\u00ed.<\/p>\n

Na sportovn\u00edm trhu je provozovatel\u016f m\u00e1lo a jsou vysoce specializovan\u00ed<\/strong>, pracuj\u00ed v tomto oboru des\u00edtky let a my bychom je m\u011bli oslovit, pokud nechceme b\u00fdt nedbal\u00ed. Je tomu tak i proto, \u017ee ne v\u0161echny sporty jsou stejn\u00e9<\/strong>. Fotbal se li\u0161\u00ed od ragby, placht\u011bn\u00ed, motorismu a atletiky. Nejde o pravidla a sportovn\u00ed aplikaci, ale sp\u00ed\u0161e o c\u00edle a mo\u017enosti vyu\u017eit\u00ed, o r\u016fzn\u00e9 komunika\u010dn\u00ed c\u00edle a hodnoty. Nen\u00ed zkr\u00e1tka n\u00e1hoda, \u017ee Prada sponzoruje spole\u010dnost Luna Rossa<\/strong>, Movistar sponzoruje<\/strong> t\u00fdm Yamaha MotoGP<\/strong> a Mapei je ji\u017e l\u00e9ta spojen se sv\u011btem cyklistiky.<\/p>\n

V jist\u00e9m smyslu m\u016f\u017eeme neopatrn\u011b prov\u00e9st srovn\u00e1n\u00ed s l\u00e9ka\u0159skou diagn\u00f3zou: pokud m\u00e1te probl\u00e9m se zrakem, rad\u011bji se obra\u0165te na o\u010dn\u00edho specialistu, ale pokud v\u00e1s bol\u00ed zub, obr\u00e1t\u00edte se na zuba\u0159e. Oba jsou bezpochyby l\u00e9ka\u0159i, ale t\u011b\u017eko byste jednoho vym\u011bnili za druh\u00e9ho.<\/p>\n

Ka\u017ed\u00e9 odv\u011btv\u00ed m\u00e1 sv\u00e9ho specialistu, a tak by to m\u011blo fungovat i v p\u0159\u00edpad\u011b sportovn\u00edho sponzoringu<\/strong>. Praktick\u00fd l\u00e9ka\u0159 m\u016f\u017ee pochopit, \u017ee existuje n\u011bjak\u00fd probl\u00e9m, a odk\u00e1zat v\u00e1s na nejlep\u0161\u00ed kompetenci, kter\u00e1 m\u00e1, s ohledem pouze na to, schopnost jej vy\u0159e\u0161it: o takovou radu m\u016f\u017eete po\u017e\u00e1dat medi\u00e1ln\u00ed centrum<\/strong>, pokud nem\u00e1 n\u011bkoho uvnit\u0159 kancel\u00e1\u0159e.<\/p>\n

Prvn\u00ed \u00faloha <\/span>sportovn\u00ed sponzorsk\u00e9 agentury<\/strong><\/a> a odborn\u00edka na sportovn\u00ed marketing<\/strong> mus\u00ed b\u00fdt pr\u00e1v\u011b pochopen\u00ed jedine\u010dnosti a c\u00edl\u016f ka\u017ed\u00e9ho projektu a p\u0159esm\u011brov\u00e1n\u00ed na nejlep\u0161\u00ed sport nebo sportovce.<\/span> Jedn\u00e1 se o strategick\u00e1 rozhodnut\u00ed, kter\u00e1 mus\u00ed b\u00fdt u\u010din\u011bna na z\u00e1klad\u011b \u010d\u00edsel a pr\u016fzkum\u016f, nikoliv osobn\u00edch preferenc\u00ed. M\u016f\u017ee se st\u00e1t, \u017ee sport, kter\u00fd m\u00e1te r\u00e1di, nen\u00ed pro va\u0161i firmu ten prav\u00fd<\/strong>, zat\u00edmco jin\u00e9 discipl\u00edny, kter\u00e9 jste nebrali v \u00favahu, skr\u00fdvaj\u00ed kl\u00ed\u010d k \u00fasp\u011bchu.<\/p>\n

M\u00e1lokdy je vhodn\u00e9 oslovit p\u0159\u00edmo sportovce nebo t\u00fdm;<\/strong> to, co se na prvn\u00ed pohled m\u016f\u017ee jevit jako ekonomick\u00e1 \u00faspora a zkr\u00e1cen\u00ed \u0159et\u011bzce, se \u010dasto m\u011bn\u00ed v bumerang obt\u00ed\u017en\u00e9ho \u0159\u00edzen\u00ed. Nezn\u00e1m\u00e9 metody, nedohledateln\u00e9 kontakty a \u0161patn\u011b pochopen\u00e9 harmonogramy jsou \u010dasto p\u0159\u00ed\u010dinou pl\u00fdtv\u00e1n\u00ed pen\u011bzi<\/strong>, \u010dasem a v\u00fdsledky, kter\u00e9 se pak dostavuj\u00ed p\u0159\u00edli\u0161 pomalu.<\/p>\n

Naopak, sponzorsk\u00e9 agentury a konkr\u00e9tn\u00ed provozovatel\u00e9 maj\u00ed v kapse spr\u00e1vn\u00e1 jm\u00e9na, v\u00edt\u011bzn\u00e9 postupy a nejnov\u011bj\u0161\u00ed v\u00fdzkumy, kter\u00e9 rozhodnut\u00ed a zpr\u00e1vy dokl\u00e1daj\u00ed. T\u00edmto zp\u016fsobem u\u0161et\u0159\u00edte \u010das a n\u00e1mahu a zajist\u00edte si ekonomickou a imageovou n\u00e1vratnost.<\/p>\n

Skute\u010dn\u00fd p\u0159\u00edb\u011bh<\/h2>\n

Ned\u00e1vno n\u00e1m jedna spole\u010dnost, kter\u00e1 m\u011bla z\u00e1jem o sponzoring, nejprve napsala a pot\u00e9 zavolala a po\u017e\u00e1dala n\u00e1s o konkr\u00e9tn\u00ed t\u00fdm v ur\u010dit\u00e9m sportu. Podle na\u0161eho n\u00e1zoru byl sport, do kter\u00e9ho cht\u011bla tato spole\u010dnost investovat, spr\u00e1vn\u00fd, zat\u00edmco t\u00fdm nikoli. Odpov\u011bd\u011bli jsme proto, \u017ee by nebyl probl\u00e9m s t\u00edmto t\u00fdmem pokra\u010dovat, ale podle n\u00e1s existuj\u00ed lep\u0161\u00ed alternativy, kter\u00e9 stoj\u00ed za zv\u00e1\u017een\u00ed<\/strong>.<\/p>\n

Pot\u00e9 jsme byli po\u017e\u00e1d\u00e1ni o alternativn\u00ed n\u00e1vrh a my jsme poskytli ten, kter\u00fd jsme pova\u017eovali za ide\u00e1ln\u00ed t\u00fdm pro jeho spole\u010dnost. Z\u00e1kazn\u00edk dal p\u0159ednost sv\u00e9 cest\u011b<\/strong> a pokra\u010doval ve sv\u00e9m prvn\u00edm n\u00e1vrhu a nyn\u00ed se ocitl na konci skupiny<\/strong> s t\u00fdmem, kter\u00fd si pravd\u011bpodobn\u011b vybral ji\u017e p\u0159edt\u00edm, ne\u017e n\u00e1s kontaktoval.<\/p>\n

Pro\u010d tedy \u017e\u00e1dat o radu a pak j\u00edt opa\u010dn\u00fdm sm\u011brem, ani\u017e byste provedli srovn\u00e1n\u00ed? Zachovali bychom se stejn\u011b v p\u0159\u00edpad\u011b architekta, pr\u00e1vn\u00edka nebo l\u00e9ka\u0159e? T\u011bmto osobnostem m\u00e1lokdy \u0159ekneme ne a m\u00e1me tendenci jejich rad\u00e1m d\u016fv\u011b\u0159ovat a pova\u017eovat je za to nejlep\u0161\u00ed pro n\u00e1s.<\/p>\n

Na\u0161t\u011bst\u00ed existuj\u00ed i spole\u010dnosti (sta\u010d\u00ed se pod\u00edvat na seznam Fortune 500), kter\u00e9 se sponzoringu v\u011bnuj\u00ed ji\u017e dlouhou dobu a jsou strukturov\u00e1ny tak, aby ze sponzoringu, kter\u00fd pe\u010dliv\u011b napl\u00e1novaly, vyt\u011b\u017eily maximum.<\/p>\n

Bohu\u017eel nesta\u010d\u00ed \u010d\u00edst La Gazzetta <\/strong>dello Sport<\/strong>, abychom m\u011bli p\u0159edstavu o trhu, a tak\u00e9 nen\u00ed spr\u00e1vn\u00e9 spol\u00e9hat na \u0161patn\u011b ud\u011blan\u00e9 sponzorsk\u00e9 programy; to v podstat\u011b znamen\u00e1 opustit sport, sp\u00e1len\u00fd a zklaman\u00fd. B\u00fdt z\u00e1kazn\u00edkem nen\u00ed snadn\u00e9<\/strong>, zejm\u00e9na ve sportovn\u00edm marketingu. Proto existuj\u00ed agentury<\/strong><\/a> a profesion\u00e1lov\u00e9, kte\u0159\u00ed navzdory rozbujel\u00e9mu duchu kutilstv\u00ed existuj\u00ed ji\u017e n\u011bkolik desetilet\u00ed a p\u0159in\u00e1\u0161ej\u00ed hodnotu a \u00fasp\u011bch spole\u010dnostem a zna\u010dk\u00e1m po cel\u00e9m sv\u011bt\u011b.<\/p>\n

Co d\u011bl\u00e1 sponzorsk\u00e1 agentura?<\/h2>\n

Jak upozor\u0148ujeme na zvl\u00e1\u0161tn\u00ed str\u00e1nce v\u011bnovan\u00e9 Sportovn\u00ed sponzoring<\/strong><\/a>, pr\u00e1ce sponzorsk\u00e9 agentury<\/strong> se to\u010d\u00ed p\u0159edev\u0161\u00edm kolem \u010dty\u0159 pil\u00ed\u0159\u016f: v\u00fdb\u011br sponzor\u016f<\/strong>, vyjedn\u00e1v\u00e1n\u00ed smluv<\/strong>, spr\u00e1va pr\u00e1v<\/strong> a m\u011b\u0159en\u00ed.<\/strong><\/p>\n

Ani\u017e bychom zab\u00edhali do podrobnost\u00ed, \u0159ekn\u011bme, \u017ee prvn\u00edm \u00fakolem sponzorsk\u00e9 agentury, kdy\u017e ji oslov\u00ed potenci\u00e1ln\u00ed klient, je pe\u010dliv\u011b vybrat nemovitost, kterou bude sponzorovat. Jedn\u00e1 se o kl\u00ed\u010dov\u00fd bod v\u0161ech sponzorsk\u00fdch program\u016f, ke kter\u00e9mu je t\u0159eba p\u0159istupovat pe\u010dliv\u011b na z\u00e1klad\u011b c\u00edl\u016f spole\u010dnosti, c\u00edlov\u00e9ho trhu, rozpo\u010dtu a hodnot.<\/p>\n

Jakmile je toto definov\u00e1no a je k dispozici rozpo\u010det, je t\u0159eba vypracovat pl\u00e1n sponzoringu<\/strong> mezi spole\u010dnost\u00ed a sponzorem. sponzorskou agenturou<\/strong><\/a>. Marketingov\u00e1 pr\u00e1va pot\u0159ebn\u00e1 k zah\u00e1jen\u00ed tohoto pl\u00e1nu budou obsahem sponzorsk\u00e9 smlouvy mezi sponzorem a t\u00fdmem, kterou m\u016f\u017ee agentura pomoci vyjednat. Spoustu osv\u011bd\u010den\u00fdch postup\u016f pro sponzoring najdete na webu PowerSponsorship.com.<\/a><\/p>\n

Aby tato marketingov\u00e1 pr\u00e1va p\u0159in\u00e1\u0161ela hodnotu, je t\u0159eba je vyu\u017e\u00edt a aktivovat, a pr\u00e1v\u011b zde p\u0159ich\u00e1z\u00ed na \u0159adu spr\u00e1va pr\u00e1v a aktivace sponzoringu.<\/p>\n

Kdy\u017e se pl\u00e1n sponzoringu rozb\u011bhne, sponzoringov\u00e1 agentura pom\u016f\u017ee spole\u010dnosti zm\u011b\u0159it v\u00fdsledky, aby m\u011bla jasnou p\u0159edstavu o tom, co se d\u011bje a co je t\u0159eba doladit.<\/p>\n

Pokud se chcete dozv\u011bd\u011bt v\u00edce o tom, co pro v\u00e1s a va\u0161i zna\u010dku m\u016f\u017ee ud\u011blat sponzoringov\u00e1 agentura, jako je RTR Sports Marketing, kontaktujte n\u00e1s je\u0161t\u011b dnes na adrese. info@rtrsports.com<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Pro\u010d byste si v dob\u011b, kdy je v\u0161e na dosah ruky, m\u011bli vybrat sponzorskou agenturu, kter\u00e1 v\u00e1s podpo\u0159\u00ed? Ve sv\u011bt\u011b sportovn\u00edho marketingu bohu\u017eel, a pravd\u011bpodobn\u011b i kv\u016fli jeho pom\u011brn\u011b ned\u00e1vn\u00e9mu vzniku, p\u0159evl\u00e1d\u00e1 tendence „ud\u011blat si to s\u00e1m“, m\u00edsto abyste po\u017e\u00e1dali o profesion\u00e1ln\u00ed poradenstv\u00ed sponzorskou agenturu nebo agenturu pro sportovn\u00ed marketing. Na rozd\u00edl od jin\u00fdch oblast\u00ed, […]<\/p>\n","protected":false},"author":2,"featured_media":189517,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20229],"tags":[],"class_list":["post-280498","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"\nPro\u010d byste si m\u011bli vybrat sponzorskou agenturu, kter\u00e1 v\u00e1s podpo\u0159\u00ed?<\/title>\n<meta name=\"description\" content=\"Pro\u010d byste si m\u011bli v dob\u011b, kdy p\u0159evl\u00e1d\u00e1 "ud\u011blej si s\u00e1m" a kdy je v\u0161e dostupn\u00e9 na jedno kliknut\u00ed, vybrat sponzorskou agenturu, kter\u00e1 v\u00e1s podpo\u0159\u00ed?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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