{"id":280533,"date":"2025-04-15T16:23:26","date_gmt":"2025-04-15T14:23:26","guid":{"rendered":"https:\/\/rtrsports.com\/jak-bude-vypadat-sportovni-marketing-po-covid-19\/"},"modified":"2025-07-04T12:59:30","modified_gmt":"2025-07-04T10:59:30","slug":"jak-bude-vypadat-sportovni-marketing-po-covid-19","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/jak-bude-vypadat-sportovni-marketing-po-covid-19\/","title":{"rendered":"Jak bude vypadat sportovn\u00ed marketing po Covid 19?"},"content":{"rendered":"

Sportovn\u00ed marketing a koronavirus<\/h2>\n

Covid-19<\/strong> tvrd\u011b zas\u00e1hl do v\u0161ech oblast\u00ed \u017eivota. Zas\u00e1hl n\u00e1s a v\u0161e, co je n\u00e1m drah\u00e9: na\u0161e bl\u00edzk\u00e9, zvyky a jistoty. V\u00edce ne\u017e kdy jindy se jednalo o celosv\u011btovou mimo\u0159\u00e1dnou ud\u00e1lost, kter\u00e1 ovlivnila rodiny, pracovi\u0161t\u011b a syst\u00e9my zdravotn\u00ed p\u00e9\u010de po cel\u00e9m sv\u011bt\u011b.<\/p>\n

Dopad na sport<\/strong> byl okam\u017eit\u00fd a nemilosrdn\u00fd. V\u0161ude se ru\u0161ily akce, z\u00e1vody a z\u00e1pasy<\/strong>, t\u00fdmy se d\u00e1valy do karant\u00e9ny, \u0161ampion\u00e1ty se zastavovaly a dokonce i vrchol sv\u011btov\u00e9ho sportu – olympijsk\u00e9 hry<\/strong> – se odkl\u00e1daly na neur\u010dito. Abychom uvedli n\u011bkter\u00e9 souvislosti, nikdy v historii lidstva se nic takov\u00e9ho nestalo.<\/p>\n

Sportovn\u00ed market\u00e9\u0159i<\/strong><\/a> po cel\u00e9m sv\u011bt\u011b se ocitli ve zvl\u00e1\u0161tn\u00ed a nov\u00e9 situaci: jejich publikum doma tou\u017eilo po obsahu,<\/strong> ale samotn\u00e9 j\u00e1dro sportu – fotbalov\u00e9 z\u00e1pasy, automobilov\u00e9 z\u00e1vody, tenisov\u00e9 z\u00e1pasy – prost\u011b nebylo mo\u017en\u00e9 produkovat. Tak\u00e9 tito market\u00e9\u0159i sami sed\u011bli doma a nem\u011bli t\u00e9m\u011b\u0159 \u017e\u00e1dn\u00e9 vybaven\u00ed, aby mohli vytv\u00e1\u0159et \u0161pi\u010dkov\u00fd obsah.<\/p>\n

Nejen\u017ee byl nejvy\u0161\u0161\u00ed \u010das na nov\u00e9 n\u00e1pady<\/strong>, ale i na zcela nov\u00fd koncept sportovn\u00edho produktu<\/strong>: takov\u00e9ho, kter\u00fd by bylo mo\u017en\u00e9 vytvo\u0159it a vys\u00edlat z domova do domova, kter\u00fd by nevy\u017eadoval \u017e\u00e1dnou nadsv\u011btelnou techniku ani znalosti a kter\u00fd by nakonec mohl n\u011bco vr\u00e1tit sponzor\u016fm, jejich\u017e trp\u011blivost za\u010d\u00ednala doch\u00e1zet.<\/p>\n

\"esporty\"<\/a><\/h2>\n

Sport a esport: nezadr\u017eiteln\u00e1 akcelerace<\/h2>\n

Mnoho nejpopul\u00e1rn\u011bj\u0161\u00edch sv\u011btov\u00fdch sport\u016f se pokusilo p\u0159ej\u00edt z re\u00e1ln\u00fdch na virtu\u00e1ln\u00ed<\/strong>, p\u0159i\u010dem\u017e jim pomohl hern\u00ed pr\u016fmysl, kter\u00fd je mo\u017en\u00e1 jedn\u00edm z nejv\u011bt\u0161\u00edch v\u00edt\u011bz\u016f t\u00e9to pandemie.<\/p>\n

Formule 1<\/strong>, Formule E<\/strong> a Tenis<\/strong>, stejn\u011b jako hlavn\u00ed sv\u011btov\u00e9 sportovn\u00ed s\u00e9rie, vyu\u017e\u00edvaj\u00ed sv\u00e9 ofici\u00e1ln\u011b licencovan\u00e9 hry, aby sv\u00fdm fanou\u0161k\u016fm poskytly virtu\u00e1ln\u00ed z\u00e1\u017eitek a zp\u016fsob, jak udr\u017eet sponzory spokojen\u00e9. Po\u0159\u00e1daly se turnaje, hl\u00e1sily se celebrity a sv\u011btov\u00ed sportovci m\u011bli mo\u017enost p\u0159edv\u00e9st sv\u00e9 dovednosti nebo zv\u00fd\u0161it po\u010det sv\u00fdch fanou\u0161k\u016f na Twitchi.<\/p>\n

I kdy\u017e tyto hry nemohou nahradit „skute\u010dnou v\u011bc“, jist\u011b poskytly ur\u010ditou \u00fat\u011bchu fanou\u0161k\u016fm a sportovc\u016fm, kte\u0159\u00ed najednou m\u011bli mo\u017enost uk\u00e1zat jinou, lid\u0161t\u011bj\u0161\u00ed str\u00e1nku sv\u00e9ho j\u00e1.<\/p>\n

Brzy se z online akc\u00ed staly organizovan\u011bj\u0161\u00ed z\u00e1vody a z\u00e1pasy, do mnoha s\u00e9ri\u00ed a lig se zapojili v\u0161ichni hr\u00e1\u010di a nakonec byl zaveden bodov\u00fd syst\u00e9m pro v\u00edt\u011bze. Formule E<\/strong> byla v tomto smyslu pozoruhodn\u00fdm \u00fasp\u011bchem: tento pln\u011b elektrick\u00fd \u0161ampion\u00e1t uspo\u0159\u00e1dal plnohodnotnou Velkou cenu se<\/strong> v\u0161emi sv\u00fdmi jezdci na sv\u011btlech a body k dobru.<\/p>\n

Zrychlen\u00ed sm\u011brem k esportu a kombinace skute\u010dn\u00fdch<\/strong> a virtu\u00e1ln\u00edch ud\u00e1lost\u00ed<\/strong> je nyn\u00ed nutnost\u00ed.<\/p>\n

MotoGP a COVID-19<\/h2>\n

MotoGP<\/strong> samoz\u0159ejm\u011b nen\u00ed v\u00fdjimkou. Vrchol z\u00e1vod\u016f na dvou kolech, kter\u00fd z\u00edskal licenci na ofici\u00e1ln\u00ed hru MotoGP<\/strong><\/a> studiu Milestone ji\u017e n\u011bkolik let, se rychle p\u0159idala k rozmachu sm\u011brem k esportu. Rozhoup\u00e1n\u00ed, kter\u00e9 usnadnil ji\u017e existuj\u00edc\u00ed \u0161ampion\u00e1t MotoGP eSports Championship<\/strong>, online turnaj, kter\u00fd v pr\u016fb\u011bhu sez\u00f3ny hraj\u00ed hr\u00e1\u010di z domova a kter\u00fd se nakonec objev\u00ed na z\u00e1v\u011bre\u010dn\u00e9 Velk\u00e9 cen\u011b sez\u00f3ny v r\u00e1mci prezen\u010dn\u00ed akce konan\u00e9 v listopadu v paddocku ve Valencii<\/strong>.<\/p>\n

Pro spole\u010dnost Dorna,<\/strong> kter\u00e1 je dr\u017eitelem pr\u00e1v na mistrovstv\u00ed sv\u011bta MotoGP<\/strong>, proto nebylo \u017e\u00e1dnou p\u0159ek\u00e1\u017ekou, aby do mixu p\u0159idala skute\u010dn\u00e9 jezdce a nechala je sout\u011b\u017eit ve virtu\u00e1ln\u00ed sez\u00f3n\u011b, kter\u00e1 nyn\u00ed dosp\u011bla do t\u0159et\u00edho kola. Virtu\u00e1ln\u00ed z\u00e1vody vys\u00edlaly televizn\u00ed stanice MotoGP<\/strong> a mohly se spolehnout na ve\u0161kerou podporu, kter\u00e1 se nab\u00edz\u00ed skute\u010dn\u00fdm GP: profesion\u00e1ln\u00ed koment\u00e1\u0159, rozhovory p\u0159ed a po z\u00e1vodech a siln\u00e9 pokryt\u00ed soci\u00e1ln\u00edch m\u00e9di\u00ed se postaraly o v\u00edce ne\u017e p\u0159\u00edjemn\u00fd celkov\u00fd z\u00e1\u017eitek.<\/p>\n

Srovn\u00e1vat skute\u010dnou gumu a asfalt s digit\u00e1ln\u00edm z\u00e1vod\u011bn\u00edm by bylo op\u011bt chybou. Virtu\u00e1ln\u00ed z\u00e1vody jsou v\u0161ak \u00fa\u010dinn\u00fdm a \u017eivotaschopn\u00fdm zp\u016fsobem, jak ukojit \u017e\u00edze\u0148 fanou\u0161k\u016f a zm\u00edrnit nedostatek viditelnosti pro sponzory<\/a><\/strong>.<\/p>\n

\"Sportovn\u00ed<\/a><\/h2>\n

Sport a soci\u00e1ln\u00ed m\u00e9dia jsou na vzestupu, ale stejn\u011b tak i dlouh\u00fd obsah<\/h2>\n

P\u0159esn\u011b jak v\u0161ichni p\u0159edpov\u00eddali, soci\u00e1ln\u00ed m\u00e9dia byla<\/strong> po celou dobu t\u00e9to pandemie masivn\u00ed<\/strong>, t\u00fdmy a sportovci se sna\u017eili z\u016fstat relevantn\u00ed<\/strong> a udr\u017eet sv\u00e9 fanou\u0161ky zapojen\u00e9 pomoc\u00ed sv\u00fdch profil\u016f. Market\u00e9\u0159i soci\u00e1ln\u00edch m\u00e9di\u00ed museli skute\u010dn\u011b prohledat sv\u016fj pytel trik\u016f, aby p\u0159edvedli celou \u0159adu star\u00fdch i nov\u00fdch \u0159e\u0161en\u00ed, kter\u00e1 by mohla vynahradit cel\u00fd nov\u00fd program.<\/p>\n

Je mo\u017en\u00e9, \u017ee jsme se za t\u011bchto 60 dn\u00ed nau\u010dili o soci\u00e1ln\u00edch m\u00e9di\u00edch v\u00edce ne\u017e za posledn\u00edch 6 let, od p\u0159\u00edb\u011bh\u016f na Instagramu<\/strong> po \u017eivoty na Facebooku<\/strong>, od online aperitiv\u016f po podcasty, od vzpom\u00ednek po sout\u011b\u017ee.<\/p>\n

Obsah, kter\u00fd byl denn\u011b zve\u0159ej\u0148ov\u00e1n online, byl tak bohat\u00fd a vydatn\u00fd, \u017ee se pomalu za\u010dal objevovat nov\u00fd probl\u00e9m<\/a>: vyho\u0159en\u00ed z obrazovky<\/strong>. Lid\u00e9 doma, jejich\u017e \u010dasov\u00e9 osy za\u010daly b\u00fdt zahlceny dal\u0161\u00edm rozhovorem na Instagramu a dal\u0161\u00ed fotosout\u011b\u017e\u00ed, za\u010dali od t\u00e9to soci\u00e1ln\u00ed bonanzy ustupovat a tou\u017eili po kvalitn\u011bj\u0161\u00edch produktech.<\/p>\n

Po po\u010d\u00e1te\u010dn\u00ed f\u00e1zi,<\/strong> kdy byl ve\u0161ker\u00fd obsah dychtiv\u011b konzumov\u00e1n, bylo druh\u00fdm krokem pro div\u00e1ky pe\u010dliv\u011b vybrat, co budou sledovat. Je ji\u017e nejvy\u0161\u0161\u00ed \u010das p\u0159ej\u00edt ke kvalit\u011b a p\u0159esn\u011b strukturovat v\u0161echny aktivity zam\u011b\u0159en\u00e9 na fanou\u0161ky.<\/p>\n

Nem\u011blo by proto b\u00fdt p\u0159ekvapen\u00edm, \u017ee a\u010dkoli soci\u00e1ln\u00ed m\u00e9dia z\u016fst\u00e1vaj\u00ed velmi siln\u00fdm n\u00e1strojem ve v\u00fdbav\u011b ka\u017ed\u00e9ho market\u00e9ra, pandemie n\u00e1m uk\u00e1zala n\u00e1vrat k d\u0159\u00edve polozapomenut\u00e9mu typu taktiky: dlouh\u00e9mu obsahu<\/strong>.<\/p>\n

Sportovn\u00ed dokumenty<\/strong>, sportovn\u00ed televizn\u00ed seri\u00e1ly a dokufilmy<\/strong> p\u0159edstavuj\u00ed v t\u00e9to karant\u00e9n\u011b jist\u011b druhou stranu mince. \u0160pi\u010dkov\u00e1 produkce, jako je „drive to survive<\/strong>“ od Netflixu, „Sunderland ‚til i die<\/strong>“ nebo „undaunted<\/strong>“ od Red Bullu, se jist\u011b do\u010dkala nov\u00e9 sl\u00e1vy.<\/p>\n

A\u010dkoli je tento seznam nekone\u010dn\u00fd, mus\u00edme zde zm\u00ednit mimo\u0159\u00e1dn\u00fd \u00fasp\u011bch seri\u00e1lu „The Last Dance<\/strong>“ spole\u010dnosti Netflix s t\u00e9matikou NBA, kter\u00fd mnoz\u00ed koment\u00e1to\u0159i ozna\u010dili za „televizn\u00ed ud\u00e1lost stolet\u00ed“, jen ve Spojen\u00fdch st\u00e1tech p\u0159il\u00e1kal v\u00edce ne\u017e 24 milion\u016f div\u00e1k\u016f za prvn\u00ed 4 epizody.<\/p>\n

Za\u010d\u00edn\u00e1 se objevovat nov\u00fd trend: Coronavirus a testy, nov\u00e9 v\u00fdzvy<\/h2>\n

V uplynul\u00fdch t\u00fddnech byli v centru pozornosti jednozna\u010dn\u011b sportovci,<\/strong> nikoliv t\u00fdmy nebo ud\u00e1losti. Bez d\u011bn\u00ed na h\u0159i\u0161t\u00edch nebo na asfaltu p\u0159edstavovali sportovci velkou \u010d\u00e1st pozornosti fanou\u0161k\u016f a m\u00e9di\u00ed.<\/p>\n

Op\u011bt \u0161lo o bezprecedentn\u00ed situaci: tyto superhv\u011bzdy jsou jist\u011b zvykl\u00e9 jednat s novin\u00e1\u0159i i nad\u0161enci na z\u00e1pasech a tiskov\u00fdch konferenc\u00edch, ale s rozhovorem na Instagramu s ciz\u00edm \u010dlov\u011bkem, kter\u00fd sed\u00ed na gau\u010di, nemaj\u00ed t\u00e9m\u011b\u0159 \u017e\u00e1dn\u00e9 zku\u0161enosti.<\/p>\n

Nau\u010dili jsme se, \u017ee pln\u00fd p\u0159\u00edstup je dvojse\u010dn\u00e1 zbra\u0148, kter\u00e1 nab\u00edz\u00ed jak rizika, tak p\u0159\u00edle\u017eitosti<\/strong>. Ti, kte\u0159\u00ed jsou p\u0159irozen\u011b extrovertn\u011bj\u0161\u00ed a spole\u010den\u0161t\u011bj\u0161\u00ed, b\u00fdvaj\u00ed velmi odm\u011bn\u011bni, kdy\u017e je kl\u00ed\u010dov\u00e1 komunikativnost, zat\u00edmco ti, kte\u0159\u00ed jsou ze sv\u00e9 podstaty pla\u0161\u00ed, se t\u011b\u017eko prod\u00edraj\u00ed zm\u011b\u0165mi.<\/p>\n

Zjistili jsme, \u017ee tyto vlastnosti lze a je t\u0159eba tr\u00e9novat<\/strong>: b\u00fdt v\u00fdjime\u010dn\u00fdm sportovcem neznamen\u00e1 b\u00fdt v\u00fdjime\u010dn\u00fdm komunik\u00e1torem. Je proto nutn\u00e9 je tr\u00e9novat i mimo h\u0159i\u0161t\u011b \u010di dr\u00e1hu, aby pod\u00e1vali co nejlep\u0161\u00ed v\u00fdkony ve prosp\u011bch sv\u00fdch partner\u016f \u010di sponzor\u016f.<\/p>\n

Z\u00e1klady pou\u017e\u00edv\u00e1n\u00ed soci\u00e1ln\u00edch m\u00e9di\u00ed, \u0161kola PR a zvl\u00e1d\u00e1n\u00ed nep\u0159\u00edjemn\u00fdch ot\u00e1zek budou od nyn\u011bj\u0161ka od sportovc\u016f vy\u017eadov\u00e1ny je\u0161t\u011b v\u00edce. A jejich podpora v nouzov\u00e9 komunikaci bude muset b\u00fdt sou\u010d\u00e1st\u00ed jejich povinnost\u00ed a sankcionov\u00e1na ve smlouv\u00e1ch.<\/p>\n

To je op\u011bt jedna z v\u011bc\u00ed, kterou sportovn\u00ed marketing a sportovn\u00ed marke\u0165\u00e1ci zd\u011bd\u00ed po pandemi\u00edch.<\/p>\n

Jak mohu propagovat sport po COVID-19?<\/h2>\n

Sponzor m\u016f\u017ee st\u00e1le inzerovat prost\u0159ednictv\u00edm pandemi\u00ed, vyu\u017e\u00edvat sv\u00fdch aktiv k osloven\u00ed publika, p\u0159ed\u00e1vat poselstv\u00ed o spole\u010densk\u00e9 odpov\u011bdnosti a posilovat tak sv\u016fj vztah s c\u00edlovou skupinou.<\/p>\n

M\u016fj osobn\u00ed n\u00e1zor je, \u017ee sponzo\u0159i by se m\u011bli dr\u017eet sv\u00fdch t\u00fdm\u016f a b\u00fdt jim v\u011brn\u00ed<\/strong> stejn\u011b jako fanou\u0161ci sv\u00fdm milovan\u00fdm barv\u00e1m.<\/p>\n

Pokud je sponzoring n\u00e1strojem, kter\u00fd vytv\u00e1\u0159\u00ed pevn\u00e9 vztahy a vazby, je to jist\u011b jeden z moment\u016f, kdy se s\u00edla vztahu m\u016f\u017ee prov\u011b\u0159it a pos\u00edlit. A co v\u00edc, je to kl\u00ed\u010dov\u00e9 pro budov\u00e1n\u00ed pov\u011bsti a preferenc\u00ed zna\u010dky: m\u00e1lokter\u00fd fanou\u0161ek by ocenil sponzory, kte\u0159\u00ed v takov\u00fdch chv\u00edl\u00edch t\u00fdmy opou\u0161t\u011bj\u00ed.<\/p>\n

A\u017e se nakonec v\u0161e vr\u00e1t\u00ed do norm\u00e1lu, loaj\u00e1ln\u00ed zna\u010dky budou m\u00edt siln\u011bj\u0161\u00ed pozici a vd\u011b\u010dnost fanou\u0161k\u016f povede k vytvo\u0159en\u00ed siln\u011bj\u0161\u00edho a \u00fa\u010dinn\u011bj\u0161\u00edho pouta. N\u011bco jako filozofie „pro\u0161li jsme si t\u00edm spole\u010dn\u011b<\/strong>„. Tak\u00e9 si mysl\u00edm, \u017ee spu\u0161t\u011bn\u00edm sponzorsk\u00e9ho programu nyn\u00ed si zna\u010dky koup\u00ed vd\u011b\u010dnost a uzn\u00e1n\u00ed p\u0159\u00edznivce nemovitosti.<\/p>\n

<\/h2>\n

\"tenis\"<\/a><\/h2>\n

Znovuotev\u0159en\u00ed Sport: do nekone\u010dna a d\u00e1l<\/h2>\n

Nakonec se mus\u00edme zab\u00fdvat slonem v m\u00edstnosti.<\/p>\n

N\u00e1vrat do stavu p\u0159ed COVID<\/strong> trv\u00e1 m\u011bs\u00edce, ne-li roky, co\u017e plat\u00ed zejm\u00e9na pro sport<\/strong>. To, co se je\u0161t\u011b p\u0159ed p\u016fl rokem zd\u00e1lo naprosto norm\u00e1ln\u00ed, jako nap\u0159\u00edklad spole\u010dn\u00e9 chozen\u00ed na z\u00e1vody nebo shrom\u00e1\u017ed\u011bn\u00ed na n\u00e1m\u011bst\u00ed na mistrovstv\u00ed sv\u011bta, je nyn\u00ed vzd\u00e1lenou iluz\u00ed. Prost\u00fd fakt, \u017ee nastoup\u00edme do letadla, abychom se z\u00fa\u010dastnili n\u011bjak\u00e9 akce v jin\u00e9 zemi, jak to mnoz\u00ed z n\u00e1s d\u011blali pravideln\u011b, nep\u0159ipad\u00e1 v nejbli\u017e\u0161\u00edch m\u011bs\u00edc\u00edch v \u00favahu.<\/p>\n

Konec mimo\u0159\u00e1dn\u00e9 ud\u00e1losti bude z velk\u00e9 \u010d\u00e1sti znamenat nov\u00fd za\u010d\u00e1tek, nikoli n\u00e1vrat do minulosti,<\/a> a to, co se stane potom, je stejn\u011b z\u00e1sadn\u00ed.<\/p>\n

V\u0161echny hlavn\u00ed s\u00e9rie a \u0161ampion\u00e1ty ji\u017e pracuj\u00ed na p\u0159\u00edprav\u011b nov\u00fdch n\u00e1stroj\u016f a sc\u00e9n\u00e1\u0159\u016f pro znovuotev\u0159en\u00ed hlavn\u00edch sout\u011b\u017e\u00ed a turnaj\u016f. Nejde o nic teoretick\u00e9ho: probl\u00e9m je sp\u00ed\u0161e velmi pragmatick\u00fd. Hr\u00e1\u010de je t\u0159eba testovat, person\u00e1l je t\u0159eba t\u0159\u00eddit na pot\u0159ebn\u00fd a nepot\u0159ebn\u00fd, je t\u0159eba se vyhnout kontaktu s jin\u00fdmi lidmi, cestov\u00e1n\u00ed je t\u0159eba p\u0159ehodnotit, p\u0159\u00edstup k za\u0159\u00edzen\u00edm je t\u0159eba nov\u011b navrhnout<\/strong>.<\/p>\n

Je to skute\u010dn\u011b zcela nov\u00fd sv\u011bt, ale je toho v\u00edc. Fanou\u0161ci nebudou dlouho vpu\u0161t\u011bni do ar\u00e9n, na stadiony a z\u00e1vodn\u00ed okruhy, a i kdy\u017e to jist\u011b zachr\u00e1n\u00ed d\u016fle\u017eit\u00e9 z\u00e1le\u017eitosti, jako jsou televizn\u00ed pr\u00e1va a dokon\u010den\u00ed turnaje, p\u0159edstavuje to tak\u00e9 v\u00e1\u017enou hrozbu<\/strong> pro dal\u0161\u00ed aspekty, jako je sponzoring nev\u00e1zan\u00fd na viditelnost, pohostinsk\u00e9 bal\u00ed\u010dky, VIP apartm\u00e1, p\u0159\u00edjmy ze z\u00e1pas\u016f atd.<\/p>\n

Existuje mnoho ot\u00e1zek, kter\u00e9 je t\u0159eba zodpov\u011bd\u011bt.<\/strong> Co nap\u0159\u00edklad sportovn\u00ed za\u0159\u00edzen\u00ed nab\u00eddnou sv\u00e9mu sponzorovi, pokud je z\u00e1\u017eitkov\u00fd marketing vy\u0159azen z rovnice a neexistuj\u00ed \u017e\u00e1dn\u00e9 fanz\u00f3ny nebo offline p\u0159\u00edle\u017eitosti k interakci s fanou\u0161ky? A co se stane s ekonomikou sportu, pokud nebudou nikde k dispozici pen\u00edze ze z\u00e1pas\u016f a pokud budou m\u00edstn\u00ed sponzo\u0159i na pokraji sil nebo se vy\u010derpaj\u00ed?<\/p>\n

Tak\u017ee to je ono? Ve\u0161ker\u00e1 nad\u011bje je ztracena? Mysl\u00edm, \u017ee ne. <\/strong><\/p>\n

Znovuotev\u0159en\u00ed sportu znamen\u00e1 p\u0159edev\u0161\u00edm p\u0159ehodnotit sport a sportovn\u00ed marketing.<\/strong><\/p>\n

Pokud to budeme pova\u017eovat sp\u00ed\u0161e za p\u0159\u00edle\u017eitost<\/strong> ne\u017e za nebezpe\u010dnou z\u00f3nu, vyjdeme z n\u00ed s neb\u00fdval\u00fdmi znalostmi, odborn\u00fdmi znalostmi a \u0159adou nov\u00fdch n\u00e1stroj\u016f. Nakonec to, co my jako sportovn\u00ed market\u00e9\u0159i a v\u0161ichni ostatn\u00ed ve sportovn\u00edm odv\u011btv\u00ed ud\u011bl\u00e1me v p\u0159\u00ed\u0161t\u00edch 12 a\u017e 24 m\u011bs\u00edc\u00edch, bude utv\u00e1\u0159et sport budoucnosti.<\/p>\n","protected":false},"excerpt":{"rendered":"

Sportovn\u00ed marketing a koronavirus Covid-19 tvrd\u011b zas\u00e1hl do v\u0161ech oblast\u00ed \u017eivota. Zas\u00e1hl n\u00e1s a v\u0161e, co je n\u00e1m drah\u00e9: na\u0161e bl\u00edzk\u00e9, zvyky a jistoty. V\u00edce ne\u017e kdy jindy se jednalo o celosv\u011btovou mimo\u0159\u00e1dnou ud\u00e1lost, kter\u00e1 ovlivnila rodiny, pracovi\u0161t\u011b a syst\u00e9my zdravotn\u00ed p\u00e9\u010de po cel\u00e9m sv\u011bt\u011b. Dopad na sport byl okam\u017eit\u00fd a nemilosrdn\u00fd. V\u0161ude se ru\u0161ily […]<\/p>\n","protected":false},"author":14,"featured_media":188341,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230],"tags":[],"class_list":["post-280533","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing"],"acf":[],"contentshake_article_id":"","yoast_head":"\nJak bude vypadat sportovn\u00ed marketing po COVID-19? | RTR Sports<\/title>\n<meta name=\"description\" content=\"Co byste m\u011bli v\u011bd\u011bt o sportovn\u00edm marketingu po konferenci COVID-19? 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