{"id":280536,"date":"2020-03-29T07:00:40","date_gmt":"2020-03-29T05:00:40","guid":{"rendered":"https:\/\/rtrsports.com\/krizova-komunikace-a-sport-mozna-nas-zachrani-internet-nebo-mozna-ne\/"},"modified":"2026-09-21T19:07:39","modified_gmt":"2026-09-21T17:07:39","slug":"krizova-komunikace-a-sport-mozna-nas-zachrani-internet-nebo-mozna-ne","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/krizova-komunikace-a-sport-mozna-nas-zachrani-internet-nebo-mozna-ne\/","title":{"rendered":"Krizov\u00e1 komunikace ve sportu: p\u0159\u00edru\u010dka pro sponzory"},"content":{"rendered":"

Krize, kter\u00e1 zas\u00e1hne sportovn\u00ed pr\u00e1va, se dnes \u0161\u00ed\u0159\u00ed v minut\u00e1ch, ne ve dnech. Pro sponzora nen\u00ed ot\u00e1zkou, zda nastane, ale jak je firma p\u0159ipraven\u00e1 rozhodovat rychle s ne\u00fapln\u00fdmi informacemi.<\/em><\/p>\n

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

Motorsport je odv\u011btv\u00ed, kde se v\u011bci kaz\u00ed \u017eiv\u011b. P\u00e1d, vy\u0161et\u0159ov\u00e1n\u00ed, ne\u0161\u0165astn\u00fd v\u00fdrok jezdce, z\u00e1vod zru\u0161en\u00fd kv\u016fli nesj\u00edzdn\u00fdm podm\u00ednk\u00e1m: to v\u0161e se d\u011bje p\u0159ed miliony lid\u00ed a b\u011bhem hodiny se z toho stane obsah, k n\u011bmu\u017e ve\u0159ejnost zauj\u00edm\u00e1 stanovisko. V roce 2025 vystoupalo zapojen\u00ed na soci\u00e1ln\u00edch kan\u00e1lech MotoGP na 61% p\u0159i v\u00edce ne\u017e 60 milionech sleduj\u00edc\u00edch a div\u00e1ci spot\u0159ebovali p\u0159es miliardu minut na ofici\u00e1ln\u00edm kan\u00e1lu YouTube. Je to tat\u00e1\u017e infrastruktura, kter\u00e1 zesiluje v\u00edt\u011bzstv\u00ed i ostudu.<\/p>\n

Okno reakce<\/h2>\n

Nazv\u011bme oknem reakce interval mezi okam\u017eikem, kdy se skute\u010dnost stane ve\u0159ejnou, a okam\u017eikem, kdy se n\u00e1zor ust\u00e1l\u00ed. P\u0159ed digit\u00e1lem toto okno trvalo jeden tiskov\u00fd cyklus, tedy hodiny. Dnes trv\u00e1 tak dlouho, ne\u017e video opust\u00ed okruh fanou\u0161k\u016f a vstoup\u00ed do obecn\u00fdch feed\u016f, a v motorsportu se to \u010dasto d\u011bje b\u011bhem z\u00e1vodn\u00edho v\u00edkendu, kdy je pozornost u\u017e tak up\u0159en\u00e1 na paddock.<\/p>\n

Nejde o to reagovat rychle z principu. Jde o to v\u011bd\u011bt p\u0159edem, kdo rozhoduje, co lze \u0159\u00edci, dokud nejsou zn\u00e1ma v\u0161echna fakta, a kter\u00fd kan\u00e1l se pou\u017eije. Firmy, kter\u00e9 krizi zvl\u00e1daj\u00ed \u0161patn\u011b, se m\u00e1lokdy spletou ve sd\u011blen\u00ed: spletou se v \u010dase, kter\u00fd pot\u0159ebuj\u00ed k jeho vytvo\u0159en\u00ed, proto\u017ee teprve zji\u0161\u0165uj\u00ed, kdo je opr\u00e1vn\u011bn ho schv\u00e1lit.<\/p>\n

T\u0159i krize, kter\u00e9 se t\u00fdkaj\u00ed sponzora<\/h2>\n

Vyplat\u00ed se je rozli\u0161it, proto\u017ee vy\u017eaduj\u00ed odli\u0161n\u00e9 odpov\u011bdi a \u010dasto se zam\u011b\u0148uj\u00ed.<\/p>\n

Krize pr\u00e1v<\/strong> se t\u00fdk\u00e1 \u0161ampion\u00e1tu nebo t\u00fdmu: zru\u0161en\u00ed, technick\u00fd p\u0159\u00edpad, sportovn\u00ed spor. Sponzor je zde zainteresovan\u00fd div\u00e1k a pravidlem je nep\u0159ekr\u00fdvat hlas property, kter\u00e1 m\u00e1 v\u00edc informac\u00ed a v\u011bt\u0161\u00ed legitimitu mluvit. Typickou chybou je vydat prohl\u00e1\u0161en\u00ed, o kter\u00e9 nikdo ne\u017e\u00e1dal.<\/p>\n

Krize ambasadora<\/strong> se t\u00fdk\u00e1 jezdce nebo t\u00fdmu spojen\u00e9ho se zna\u010dkou. Je nejcitliv\u011bj\u0161\u00ed, proto\u017ee stav\u00ed proti sob\u011b dv\u011b hodnoty: loajalitu k partnerovi a konzistenci v\u016f\u010di vlastn\u00edmu publiku. Nejl\u00e9pe z n\u00ed vych\u00e1zej\u00ed firmy, kter\u00e9 si p\u0159edem ve smlouv\u011b ur\u010dily, jak\u00e9 chov\u00e1n\u00ed spou\u0161t\u00ed pozastaven\u00ed a jak\u00e9 ne.<\/p>\n

Krize zna\u010dky<\/strong> je ta, v n\u00ed\u017e je v centru sama firma a sport funguje jako ozvu\u010dn\u00e1 deska. Sponzoring zde zesiluje probl\u00e9m vznikl\u00fd jinde a reakci je nutn\u00e9 koordinovat s property, aby t\u00fdm nemusel odpov\u00eddat za n\u011bco, co se ho net\u00fdk\u00e1.<\/p>\n

Co je t\u0159eba m\u00edt p\u0159ipraven\u00e9 p\u0159edem<\/h2>\n

U\u017eite\u010dn\u00fd pl\u00e1n nen\u00ed dlouh\u00fd dokument. Je to soubor u\u017e u\u010din\u011bn\u00fdch rozhodnut\u00ed: kdo je jedin\u00fdm mluv\u010d\u00edm v\u016f\u010di m\u00e9di\u00edm, kdo schvaluje komunikaci mimo pracovn\u00ed dobu, kter\u00e9 kan\u00e1ly se pou\u017eij\u00ed prvn\u00ed a v jak\u00e9m po\u0159ad\u00ed, jak\u00e9 t\u0159i v\u011bty je firma ochotna \u0159\u00edci v prvn\u00edch dvou hodin\u00e1ch i bez \u00fapln\u00e9ho obrazu a v jak\u00fdch p\u0159\u00edpadech se pozastav\u00ed u\u017e napl\u00e1novan\u00e1 kampa\u0148.<\/p>\n

Posledn\u00ed bod se zapom\u00edn\u00e1 nej\u010dast\u011bji. Kalend\u00e1\u0159 automatick\u00fdch publikac\u00ed, kter\u00fd se to\u010d\u00ed d\u00e1l, zat\u00edmco se d\u011bje n\u011bco v\u00e1\u017en\u00e9ho, je pro publikum d\u016fkazem, \u017ee se firma ned\u00edv\u00e1. Prvn\u00edm provozn\u00edm krokem v krizi je t\u00e9m\u011b\u0159 v\u017edy zastavit b\u011b\u017e\u00edc\u00ed pl\u00e1nov\u00e1n\u00ed.<\/p>\n

Precedens roku 2020 a to, co skute\u010dn\u011b nau\u010dil<\/h2>\n

Pandemie nab\u00eddla nejtvrd\u0161\u00ed mo\u017en\u00fd test: zastaven\u00e9 \u0161ampion\u00e1ty, zru\u0161en\u00e9 akce, zmrazen\u00e9 smlouvy. MotoGP p\u0159eru\u0161ila sezonu po \u00favodn\u00edm z\u00e1vod\u011b a znovu se rozjela a\u017e v \u010dervenci, v Jerezu, bez div\u00e1k\u016f. Nejl\u00e9pe z toho vy\u0161li ne ti sponzo\u0159i, kte\u0159\u00ed komunikovali nejv\u00edc, ale ti, jejich\u017e smluvn\u00ed vztah byl dost jasn\u00fd na to, aby se dal p\u0159ejednat bez sporu, a kte\u0159\u00ed m\u011bli dost obsahu v z\u00e1loze, aby z\u016fstali p\u0159\u00edtomn\u00ed, ani\u017e by p\u0159edst\u00edrali, \u017ee se nic ned\u011bje.<\/p>\n

U\u017eite\u010dn\u00e1 lekce se dnes net\u00fdk\u00e1 pandemi\u00ed, kter\u00e9 jsou vz\u00e1cn\u00e9. T\u00fdk\u00e1 se kategorie, do n\u00ed\u017e pat\u0159\u00ed: ud\u00e1lost\u00ed, kter\u00e9 p\u0159eru\u0161\u00ed dod\u00e1n\u00ed zakoupen\u00e9 slu\u017eby. Zru\u0161en\u00fd z\u00e1vod, jezdec zran\u011bn\u00fd na p\u016fl sezony, t\u00fdm m\u011bn\u00edc\u00ed majitele nebo v\u00fdrobce uprost\u0159ed smlouvy vytv\u00e1\u0159ej\u00ed tent\u00fd\u017e probl\u00e9m v men\u0161\u00edm m\u011b\u0159\u00edtku a st\u00e1vaj\u00ed se ka\u017ed\u00fd rok. Zp\u016fsob, jak jim nepodlehnout, je p\u0159edv\u00eddat je ve smlouv\u011b, jak jsme rozebrali v anal\u00fdze o tom, jak chr\u00e1nit investici do sponzoringu p\u0159ed naru\u0161en\u00edmi<\/a>.<\/p>\n

\u010c\u00e1st, kterou digit\u00e1l ne\u0159e\u0161\u00ed<\/h2>\n

Panuje roz\u0161\u00ed\u0159en\u00e9 p\u0159esv\u011bd\u010den\u00ed, \u017ee p\u0159\u00edm\u00e9 kan\u00e1ly zjednodu\u0161ily krizov\u00e9 \u0159\u00edzen\u00ed, proto\u017ee umo\u017e\u0148uj\u00ed mluvit k publiku bez prost\u0159edn\u00edk\u016f. Je to pravda jen zpola. P\u0159\u00edm\u00e9 kan\u00e1ly odstra\u0148uj\u00ed filtr, ale odstra\u0148uj\u00ed i \u010das, kter\u00fd filtr poskytoval. Firma, kter\u00e1 zve\u0159ejn\u00ed postoj p\u0159\u00edli\u0161 brzy a pak jej mus\u00ed korigovat, zaplat\u00ed v\u00edc ne\u017e tat\u00e1\u017e firma, kter\u00e1 by po\u010dkala na klidn\u011b p\u0159ipraven\u00e9 prohl\u00e1\u0161en\u00ed n\u00e1sleduj\u00edc\u00ed den.<\/p>\n

V motorsportu, kde m\u00e1 property kan\u00e1ly s v\u011bt\u0161\u00edmi z\u00e1sahy ne\u017e skoro v\u0161ichni jej\u00ed sponzo\u0159i, b\u00fdv\u00e1 nej\u00fa\u010dinn\u011bj\u0161\u00ed volbou ta nejskromn\u011bj\u0161\u00ed: sladit se s ofici\u00e1ln\u00ed komunikac\u00ed, doplnit jen to, co se firmy p\u0159\u00edmo t\u00fdk\u00e1, a \u0161ir\u0161\u00ed vysv\u011btlen\u00ed si nechat pro intern\u00ed publikum, distributory a zam\u011bstnance. Kdo zn\u00e1, jak sponzoring v MotoGP<\/a> funguje, v\u00ed, \u017ee v\u011bt\u0161ina hodnoty se odehr\u00e1v\u00e1 v tomto perimetru, ne v koment\u00e1\u0159\u00edch pod p\u0159\u00edsp\u011bvkem.<\/p>\n

Z\u016fst\u00e1v\u00e1 otev\u0159en\u00e1 ot\u00e1zka, kterou \u017e\u00e1dn\u00fd pl\u00e1n p\u0159edem nevy\u0159e\u0161\u00ed: kolik je firma ochotn\u00e1 ztratit, aby z\u016fstala konzistentn\u00ed s t\u00edm, co \u0159\u00edkala v dobr\u00fdch m\u011bs\u00edc\u00edch. To rozhodnut\u00ed se d\u011bl\u00e1 p\u0159ed kriz\u00ed, nebo se ned\u011bl\u00e1 v\u016fbec.<\/p>\n

Zdroje:<\/strong> MotoGP, rekordn\u00ed r\u016fst v roce 2025<\/a> \u00b7 MotoGP, restart v Jerezu v \u010dervenci 2020<\/a><\/p>\n

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\u010cast\u00e9 dotazy<\/b><\/h2>\r\n \r\n
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\r\n Co je krizov\u00e1 komunikace ve sportu?<\/b>\r\n <\/h3>\r\n\r\n
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Je to soubor rozhodnut\u00ed a sd\u011blen\u00ed, jimi\u017e sportovn\u00ed pr\u00e1va nebo jejich sponzo\u0159i zvl\u00e1daj\u00ed n\u00e1hlou negativn\u00ed ud\u00e1lost, od zru\u0161en\u00ed z\u00e1vodu po chov\u00e1n\u00ed sportovce. V motorsportu je zvl\u00e1\u0161tnost\u00ed, \u017ee ud\u00e1lost prob\u00edh\u00e1 \u017eiv\u011b p\u0159ed miliony lid\u00ed, tak\u017ee vyu\u017eiteln\u00e9 okno pro reakci se m\u011b\u0159\u00ed v hodin\u00e1ch, ne ve dnech.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Jak\u00e9 typy kriz\u00ed se t\u00fdkaj\u00ed sportovn\u00edho sponzora?<\/b>\r\n <\/h3>\r\n\r\n
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T\u0159i: krize pr\u00e1v, kter\u00e1 se t\u00fdk\u00e1 \u0161ampion\u00e1tu nebo t\u00fdmu; krize ambasadora, kter\u00e1 se t\u00fdk\u00e1 jezdce nebo t\u00fdmu spojen\u00e9ho se zna\u010dkou; a krize zna\u010dky, v n\u00ed\u017e je v centru firma a sport zesiluje probl\u00e9m vznikl\u00fd jinde. Ka\u017ed\u00e1 vy\u017eaduje jinou odpov\u011b\u010f a jinou m\u00edru komunika\u010dn\u00ed iniciativy.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Co ud\u011blat jako prvn\u00ed, kdy\u017e krize vypukne b\u011bhem z\u00e1vodn\u00edho v\u00edkendu?<\/b>\r\n <\/h3>\r\n\r\n
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Zastavit napl\u00e1novan\u00e9 publikace. Automatick\u00fd kalend\u00e1\u0159, kter\u00fd b\u011b\u017e\u00ed d\u00e1l, zat\u00edmco se d\u011bje n\u011bco v\u00e1\u017en\u00e9ho, publikum \u010dte jako nepozornost. Hned pot\u00e9 je pot\u0159eba jedin\u00fd mluv\u010d\u00ed a t\u0159i p\u0159edem odsouhlasen\u00e1 sd\u011blen\u00ed, pou\u017eiteln\u00e1 i bez \u00fapln\u00e9ho obrazu.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n\r\n

\r\n M\u00e1 sponzor komunikovat d\u0159\u00edv ne\u017e sportovn\u00ed property?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
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Ve v\u011bt\u0161in\u011b p\u0159\u00edpad\u016f ne. Property m\u00e1 v\u00edc informac\u00ed a kan\u00e1ly s v\u011bt\u0161\u00edmi z\u00e1sahy ne\u017e t\u00e9m\u011b\u0159 v\u0161ichni jej\u00ed sponzo\u0159i, tak\u017ee nej\u00fa\u010dinn\u011bj\u0161\u00ed je sladit se s ofici\u00e1ln\u00ed komunikac\u00ed a doplnit jen to, co se firmy p\u0159\u00edmo t\u00fdk\u00e1, a \u0161ir\u0161\u00ed vysv\u011btlen\u00ed nechat pro zam\u011bstnance, distributory a klienty.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Co rok 2020 nau\u010dil sponzory motorsportu?<\/b>\r\n <\/h3>\r\n\r\n
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\u017de rizikem k \u0159\u00edzen\u00ed nen\u00ed pandemie, ale kategorie, do n\u00ed\u017e pat\u0159\u00ed: ud\u00e1losti, kter\u00e9 p\u0159eru\u0161\u00ed dod\u00e1n\u00ed toho, co bylo koupeno. Zru\u0161en\u00e9 z\u00e1vody, dlouh\u00e1 zran\u011bn\u00ed jezdc\u016f, zm\u011bny majitele nebo v\u00fdrobce uprost\u0159ed smlouvy vytv\u00e1\u0159ej\u00ed tent\u00fd\u017e probl\u00e9m v men\u0161\u00edm m\u011b\u0159\u00edtku a nast\u00e1vaj\u00ed ka\u017ed\u00fd rok: pat\u0159\u00ed do smlouvy d\u0159\u00edv, ne\u017e se stanou.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Krize, kter\u00e1 zas\u00e1hne sportovn\u00ed pr\u00e1va, se dnes \u0161\u00ed\u0159\u00ed v minut\u00e1ch, ne ve dnech. Pro sponzora nen\u00ed ot\u00e1zkou, zda nastane, ale jak je firma p\u0159ipraven\u00e1 rozhodovat rychle s ne\u00fapln\u00fdmi informacemi. Aktualizov\u00e1no v z\u00e1\u0159\u00ed 2026. Motorsport je odv\u011btv\u00ed, kde se v\u011bci kaz\u00ed \u017eiv\u011b. P\u00e1d, vy\u0161et\u0159ov\u00e1n\u00ed, ne\u0161\u0165astn\u00fd v\u00fdrok jezdce, z\u00e1vod zru\u0161en\u00fd kv\u016fli nesj\u00edzdn\u00fdm podm\u00ednk\u00e1m: to v\u0161e se d\u011bje […]<\/p>\n","protected":false},"author":2,"featured_media":190982,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20024,20026],"tags":[],"class_list":["post-280536","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportivo","category-sponsorizzazioni-sportive"],"acf":[],"contentshake_article_id":"","yoast_head":"\nKrizov\u00e1 komunikace ve sportu: p\u0159\u00edru\u010dka pro sponzory<\/title>\n<meta name=\"description\" content=\"Krizov\u00e1 komunikace ve sportu: t\u0159i krize, kter\u00e9 se t\u00fdkaj\u00ed sponzora, co rozhodnout p\u0159edem a co ud\u011blat v prvn\u00edch hodin\u00e1ch.\" \/>\n<meta name=\"robots\" content=\"index, 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