{"id":283036,"date":"2025-05-05T17:58:16","date_gmt":"2025-05-05T15:58:16","guid":{"rendered":"https:\/\/rtrsports.com\/proc-je-sponzoring-v-motoristickem-sportu-stale-prinosny-i-v-ere-digitalnich-technologii\/"},"modified":"2025-05-07T12:18:02","modified_gmt":"2025-05-07T10:18:02","slug":"proc-je-sponzoring-v-motoristickem-sportu-stale-prinosny-i-v-ere-digitalnich-technologii","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/proc-je-sponzoring-v-motoristickem-sportu-stale-prinosny-i-v-ere-digitalnich-technologii\/","title":{"rendered":"Pro\u010d je sponzoring v motoristick\u00e9m sportu st\u00e1le p\u0159\u00ednosn\u00fd i v \u00e9\u0159e digit\u00e1ln\u00edch technologi\u00ed?"},"content":{"rendered":"<p>V dob\u011b, kdy je publikum bombardov\u00e1no digit\u00e1ln\u00edm obsahem a multitaskingem nap\u0159\u00ed\u010d platformami, <strong>nab\u00edz\u00ed sponzoring motorsportu zna\u010dk\u00e1m jedine\u010dn\u00e9 spojen\u00ed rychlosti, p\u0159esnosti a glob\u00e1ln\u00edho nad\u0161en\u00ed<\/strong>. D\u00edky siln\u00e9mu r\u016fstu trhu, explozivn\u00edmu zapojen\u00ed fanou\u0161k\u016f a \u0161pi\u010dkov\u00e9 analytice z\u016fst\u00e1v\u00e1 motorsport vysoce \u00fa\u010dinnou a m\u011b\u0159itelnou investic\u00ed.<\/p>\n<h2><strong>Trajektorie r\u016fstu trhu<\/strong><\/h2>\n<p>Na str\u00e1nk\u00e1ch <a href=\"https:\/\/market.us\/report\/motorsports-sponsorship-market\/?\"><strong>Glob\u00e1ln\u00ed trh se sponzoringem motoristick\u00e9ho sportu<\/strong><\/a><strong>USD v roce 2023 na 7,6 miliardy USD do roku 2033, co\u017e p\u0159edstavuje slo\u017eenou ro\u010dn\u00ed m\u00edru r\u016fstu (CAGR) ve v\u00fd\u0161i 7,2 %<\/strong>. To p\u0159ed\u010d\u00ed mnoh\u00e9 tradi\u010dn\u00ed sporty, co\u017e je d\u00e1no technologick\u00fdmi inovacemi v motorsportu a rozs\u00e1hl\u00fdmi medi\u00e1ln\u00edmi pr\u00e1vy.<\/p>\n<p><strong>P\u0159edpokl\u00e1d\u00e1 se, \u017ee jen v\u00fddaje na<a href=\"https:\/\/rtrsports.com\/en\/formula-1-sponsorship\/\">sponzoring Formule 1<\/a> dos\u00e1hnou v <a href=\"https:\/\/www.ampereanalysis.com\/press\/release\/dl\/2025-f1-sponsorship-spend-hits-29bn-as-cryptocurrency-brands-ramp-up-spending\">roce 2025 v\u00fd\u0161e 2,9 miliardy USD, co\u017e je<\/a><\/strong>meziro\u010dn\u00ed n\u00e1r\u016fst o 10 %, kter\u00fd podtrhuje velk\u00fd z\u00e1jem zna\u010dek o expozici F1.<\/p>\n<p>Krom\u011b sponzoringu<strong> m\u011bl \u0161ir\u0161\u00ed glob\u00e1ln\u00ed motoristick\u00fd pr\u016fmysl v roce 2024 hodnotu 9,5 miliardy USD<\/strong> a <strong>podle progn\u00f3zy poroste do roku 2034 tempem 8,1 %<\/strong> a dos\u00e1hne p\u0159ibli\u017en\u011b 20,1 miliardy USD.<br \/>\nTento komplexn\u00ed r\u016fst, zahrnuj\u00edc\u00ed ud\u00e1losti, medi\u00e1ln\u00ed pr\u00e1va a merchandise, podtrhuje rostouc\u00ed komer\u010dn\u00ed p\u0159ita\u017elivost motoristick\u00e9ho sportu jako z\u00e1bavn\u00ed a marketingov\u00e9 platformy.<\/p>\n<h2><strong>Hnac\u00ed s\u00edly r\u016fstu podle segment\u016f<\/strong><\/h2>\n<p><strong>Region\u00e1ln\u00ed veden\u00ed<\/strong>: Na Severn\u00ed Ameriku p\u0159ipadalo v posledn\u00edch letech zhruba 38,9 procenta v\u00fddaj\u016f na sponzoring, k \u010demu\u017e p\u0159isp\u011bly zejm\u00e9na tyto faktory <a href=\"https:\/\/rtrsports.com\/en\/blog\/nascar-sponsorship\/\"><strong>NASCAR<\/strong><\/a>, <strong>IndyCar<\/strong> a Grand Prix USA. Hlavn\u00edm centrem z\u016fst\u00e1v\u00e1 Evropa, kter\u00e1 se pod\u00edl\u00ed na investic\u00edch zhruba 42 procenty, a to d\u00edky slavn\u00fdm z\u00e1vod\u016fm, jako je Velk\u00e1 cena Monaka a Velk\u00e1 cena Francie. <a href=\"https:\/\/rtrsports.com\/en\/blog\/how-do-the-24-hours-of-le-mans-work\/\"><strong>24 hodin Le Mans<\/strong><\/a>. Asijsk\u00e9 trhy nab\u00edraj\u00ed na s\u00edle, zejm\u00e9na Singapur, Japonsko a rozv\u00edjej\u00edc\u00ed se okruhy v \u010c\u00edn\u011b.<\/p>\n<p><strong>Inova\u010dn\u00ed centra<\/strong>: Elektrick\u00e9 z\u00e1vodn\u00ed s\u00e9rie, jako nap\u0159. <a href=\"https:\/\/rtrsports.com\/cs\/formula-e-sponsorship\/\"><strong>Formule E<\/strong><\/a> a MotoE, p\u0159itahuj\u00ed sponzory zam\u011b\u0159en\u00e9 na udr\u017eitelnost a ekologick\u00e9 technologie, \u010d\u00edm\u017e se roz\u0161i\u0159uje okruh sponzor\u016f mimo tradi\u010dn\u00ed automobilov\u00e9 zna\u010dky.<\/p>\n<h2><strong>Publikum a digit\u00e1ln\u00ed zapojen\u00ed<\/strong><\/h2>\n<h3><strong>Roz\u0161\u00ed\u0159en\u00ed fanou\u0161kovsk\u00e9 z\u00e1kladny<\/strong><\/h3>\n<p><strong>Celosv\u011btov\u00e1 z\u00e1kladna fanou\u0161k\u016f Formule 1 vzrostla v roce 2024 na 826,5 milionu, co\u017e je o 12 % v\u00edce ne\u017e v p\u0159edchoz\u00edm<\/strong> roce, a to d\u00edky nov\u00fdm trh\u016fm v \u010c\u00edn\u011b (+39 %), Kanad\u011b (+31,5 %) a Spojen\u00fdch st\u00e1tech (+10,5 %). Rekordy v n\u00e1v\u0161t\u011bvnosti rovn\u011b\u017e p\u0159ekonaly o\u010dek\u00e1v\u00e1n\u00ed, kdy\u017e z\u00e1vody F1 v roce 2024 nav\u0161t\u00edvilo v\u00edce ne\u017e 6,5 milionu div\u00e1k\u016f a rekordn\u00ed n\u00e1v\u0161t\u011bvnost zaznamenaly i Velk\u00e9 ceny Austr\u00e1lie a USA.<\/p>\n<h3><strong>Digit\u00e1ln\u00ed spot\u0159eba na prvn\u00edm m\u00edst\u011b<\/strong><\/h3>\n<p>P\u0159echod na digit\u00e1ln\u00ed platformy z\u00e1sadn\u011b zm\u011bnil interakce mezi fanou\u0161ky, proto\u017ee v\u00edce ne\u017e 50 % nad\u0161enc\u016f motoristick\u00e9ho sportu nyn\u00ed konzumuje obsah prost\u0159ednictv\u00edm streamovac\u00edch slu\u017eeb a kan\u00e1l\u016f soci\u00e1ln\u00edch m\u00e9di\u00ed, jako jsou <strong>YouTube<\/strong>, <strong>Twitch,<\/strong> <strong>TikTok<\/strong> a <strong>Instagram.<\/strong> Tento digit\u00e1ln\u00ed obrat umo\u017e\u0148uje sponzor\u016fm zapojit publikum prost\u0159ednictv\u00edm anket v re\u00e1ln\u00e9m \u010dase, filtr\u016f roz\u0161\u00ed\u0159en\u00e9 reality a partnerstv\u00ed s influencery, co\u017e nab\u00edz\u00ed okam\u017eit\u00e9 m\u011b\u0159en\u00ed v\u00fdkonnosti a v\u011bt\u0161\u00ed viditelnost zna\u010dky.<\/p>\n<h2><strong>Digit\u00e1ln\u00ed transformace ve sponzoringu<\/strong><\/h2>\n<h3><strong>Docuseries a vypr\u00e1v\u011bn\u00ed p\u0159\u00edb\u011bh\u016f<\/strong><\/h3>\n<p>Seri\u00e1lov\u00fd hit spole\u010dnosti Netflix &#8222;<strong>Drive to Survive<\/strong>&#8220; zlid\u0161til F1 a p\u0159in\u00e1\u0161\u00ed p\u0159\u00edb\u011bhy ze z\u00e1kulis\u00ed, kter\u00e9 maj\u00ed ohlas u mlad\u0161\u00edho a rozmanit\u011bj\u0161\u00edho publika. Tomuto doku-seri\u00e1lu se p\u0159ipisuje zv\u00fd\u0161en\u00ed prim\u00e1rn\u00edch p\u0159\u00edjm\u016f F1 (medi\u00e1ln\u00ed pr\u00e1va, sponzoring a poplatky za z\u00e1vody) o t\u00e9m\u011b\u0159 86 % mezi lety 2017 a 2024, co\u017e dokazuje s\u00edlu poutav\u00e9ho vypr\u00e1v\u011bn\u00ed p\u0159\u00edb\u011bh\u016f p\u0159i podpo\u0159e komer\u010dn\u00edho r\u016fstu.<\/p>\n<h3><strong>Soci\u00e1ln\u00ed m\u00e9dia a zapojen\u00ed vlivn\u00fdch osobnost\u00ed<\/strong><\/h3>\n<p>Influencer\u016fm a tv\u016frc\u016fm obsahu se da\u0159\u00ed posilovat digit\u00e1ln\u00ed stopu motoristick\u00e9ho sportu. Osobnosti jako Lissie Mackintosh na Instagramu, Toni Cowan-Brown na TikToku nebo na\u0161e <strong>Silvia Schweiger na Linkedinu<\/strong> spole\u010dn\u011b oslovuj\u00ed stovky tis\u00edc fanou\u0161k\u016f, \u010d\u00edm\u017e se soci\u00e1ln\u00ed metriky prom\u00edtaj\u00ed do hodnoty sponzoringu. Zna\u010dky vyu\u017e\u00edvaj\u00ed tyto tv\u016frce k tvorb\u011b co-brandovan\u00e9ho obsahu, \u017eiv\u00fdch sezen\u00ed Q\\&amp;A a interaktivn\u00edch d\u00e1rk\u016f, co\u017e zvy\u0161uje m\u00edru zapojen\u00ed a\u017e o 30 % ve srovn\u00e1n\u00ed s tradi\u010dn\u00ed digit\u00e1ln\u00ed reklamou.<\/p>\n<h3><strong>Virtu\u00e1ln\u00ed platformy a esporty<\/strong><\/h3>\n<p>Virtu\u00e1ln\u00ed z\u00e1vodn\u00ed ligy, jako je <strong>F1 Esports a MotoGP Virtual<\/strong>, p\u0159in\u00e1\u0161ej\u00ed do hern\u00ed sf\u00e9ry motoristick\u00fd sport, propojuj\u00ed se s technicky zdatnou populac\u00ed a nab\u00edzej\u00ed nov\u00e9 mo\u017enosti budov\u00e1n\u00ed zna\u010dky. Tyto platformy generuj\u00ed v\u00edce ne\u017e 200 milion\u016f stream\u016f ro\u010dn\u011b a umo\u017e\u0148uj\u00ed z\u00edskat p\u0159ehled o preferenc\u00edch div\u00e1k\u016f na z\u00e1klad\u011b dat, co\u017e d\u00e1le zvy\u0161uje schopnost sponzor\u016f p\u0159izp\u016fsobit kampan\u011b.<\/p>\n<h2><strong>Konkr\u00e9tn\u00ed sponzorsk\u00e9 p\u0159\u00edpadov\u00e9 studie<\/strong><\/h2>\n<h3><strong>LVMH a Formule 1<\/strong><\/h3>\n<p>V \u0159\u00edjnu 2024 <strong>si LVMH zajistila p\u0159elomov\u00e9 desetilet\u00e9 partnerstv\u00ed s Formul\u00ed 1 v hodnot\u011b 1 miliardy USD<\/strong> a nahradila tak spole\u010dnost Rolex na pozici luxusn\u00edho partnera tohoto sportu. Tato smlouva s v\u00edce zna\u010dkami spojuje zna\u010dky Louis Vuitton, Mo\u00ebt Hennessy a TAG Heuer v r\u00e1mci VIP pohostinstv\u00ed, digit\u00e1ln\u00edch aktivac\u00ed a glob\u00e1ln\u00edch obsahov\u00fdch s\u00e9ri\u00ed &#8211; a spojuje tak vysoce v\u00fdkonn\u00fd \u00e9tos F1 s luxusn\u00edm \u0159emesln\u00fdm zpracov\u00e1n\u00edm LVMH.<\/p>\n<h3><strong>Tituln\u00ed sponzorstv\u00ed ABB ve Formuli E<\/strong><\/h3>\n<p><a href=\"https:\/\/www.sportspro.com\/commercial-guide\/formula-e\/data-analytics\/financial\"><strong>Tituln\u00ed sponzorstv\u00ed ABB v mistrovstv\u00ed sv\u011bta ABB FIA Formule E<\/strong><\/a>v hodnot\u011b 15 milion\u016f USD za sez\u00f3nu, podtrhuje jej\u00ed z\u00e1vazek k elektrifikaci a udr\u017eitelnosti. Ro\u010dn\u00ed p\u0159\u00edjmy Formule E v cyklu 2022\/23 dos\u00e1hly 219,9 milionu eur &#8211; meziro\u010dn\u00ed n\u00e1r\u016fst o 21,2 %, a to p\u0159edev\u0161\u00edm d\u00edky sponzorsk\u00fdm a hostitelsk\u00fdm poplatk\u016fm. Aktivace spole\u010dnosti ABB zalo\u017een\u00e9 na datech dos\u00e1hly 12procentn\u00edho n\u00e1r\u016fstu c\u00edlen\u00e9ho zapojen\u00ed fanou\u0161k\u016f p\u0159i m\u011bstsk\u00fdch z\u00e1vodech.<\/p>\n<h2><strong>M\u011b\u0159en\u00ed n\u00e1vratnosti investic pomoc\u00ed pokro\u010dil\u00e9 anal\u00fdzy<\/strong><\/h2>\n<h3><strong>Oce\u0148ov\u00e1n\u00ed sponzorstv\u00ed v re\u00e1ln\u00e9m \u010dase<\/strong><\/h3>\n<p>Analytick\u00e1 platforma spole\u010dnosti Relo Metrics poh\u00e1n\u011bn\u00e1 um\u011blou inteligenc\u00ed vyu\u017e\u00edv\u00e1 po\u010d\u00edta\u010dov\u00e9 vid\u011bn\u00ed a multimod\u00e1ln\u00ed um\u011blou inteligenci ke sledov\u00e1n\u00ed sponzorsk\u00fdch expozic v \u017eiv\u00fdch vys\u00edl\u00e1n\u00edch, soci\u00e1ln\u00edch m\u00e9di\u00edch a streamovac\u00edch kan\u00e1lech &#8211; a poskytuje zna\u010dk\u00e1m p\u0159ehled o n\u00e1vratnosti investic v re\u00e1ln\u00e9m \u010dase. Tato schopnost umo\u017e\u0148uje sponzor\u016fm optimalizovat um\u00edst\u011bn\u00ed prost\u0159edk\u016f uprost\u0159ed ud\u00e1losti, upravovat aktiva\u010dn\u00ed strategie a vy\u010d\u00edslovat medi\u00e1ln\u00ed hodnotu s neb\u00fdvalou p\u0159esnost\u00ed.<\/p>\n<h3><strong>Ov\u011b\u0159ov\u00e1n\u00ed t\u0159et\u00ed stranou<\/strong><\/h3>\n<p>Nez\u00e1visl\u00e9 m\u011b\u0159en\u00ed spole\u010dnost\u00ed <strong>Nielsen Sports<\/strong> a <strong>SportsPro<\/strong> potvrzuje, \u017ee kombinovan\u00e9 p\u0159\u00edjmy ze sponzoringu t\u00fdm\u016f a seri\u00e1l\u016f F1 v <strong>roce 2025 dos\u00e1hnou 2,9 miliardy USD,<\/strong> p\u0159i\u010dem\u017e t\u00fdmy se na nich budou pod\u00edlet 72 procenty. Market\u00e9\u0159i se na tyto \u00fadaje spol\u00e9haj\u00ed p\u0159i porovn\u00e1v\u00e1n\u00ed v\u00fdkonnosti a zd\u016fvod\u0148ov\u00e1n\u00ed dodate\u010dn\u00fdch investic nap\u0159\u00ed\u010d vlastnostmi.<\/p>\n<h2><strong>V\u00fdhled do budoucna: Jasn\u00fd obzor<\/strong><\/h2>\n<h3><strong>Udr\u017eitelnost a technologick\u00e9 inovace<\/strong><\/h3>\n<p>P\u0159\u00edklon automobilov\u00e9ho pr\u016fmyslu k elektrick\u00fdm a hybridn\u00edm pohon\u016fm, kter\u00fd p\u0159edstavuj\u00ed prototypy Formule E a WEC, stav\u00ed motoristick\u00fd sport do role zku\u0161ebny ekologick\u00fdch technologi\u00ed. Sponzo\u0159i, kte\u0159\u00ed jsou s t\u011bmito seri\u00e1ly spojeni, t\u011b\u017e\u00ed z autentick\u00e9ho vypr\u00e1v\u011bn\u00ed o ESG a ze spojen\u00ed s inovacemi s nulov\u00fdmi emisemi.<\/p>\n<h3><strong>Personalizovan\u00e9 zapojen\u00ed<\/strong><\/h3>\n<p>Pokroky v oblasti dat prvn\u00ed strany a geoloka\u010dn\u00edho c\u00edlen\u00ed umo\u017e\u0148uj\u00ed hyperpersonalizovan\u00e9 aktivace sponzor\u016f. Zna\u010dky poskytuj\u00ed vysoce hodnotn\u00fdm fanou\u0161k\u016fm nab\u00eddky na m\u00edru &#8211; vylep\u0161en\u00ed pohostinnosti a exkluzivn\u00ed digit\u00e1ln\u00ed sb\u011bratelsk\u00e9 p\u0159edm\u011bty &#8211; a zvy\u0161uj\u00ed tak m\u00edru konverze a\u017e o 30 %.<\/p>\n<h3><strong>Glob\u00e1ln\u00ed expanze<\/strong><\/h3>\n<p><strong>Roz\u0161\u00ed\u0159en\u00ed s\u00e9rie na nov\u00e9 trhy &#8211; do Afriky, Ji\u017en\u00ed Ameriky a Asie a Tichomo\u0159\u00ed &#8211; otev\u00edr\u00e1 nov\u00e9 mo\u017enosti sponzoringu.<\/strong> Triumf\u00e1ln\u00ed n\u00e1vrat F1 do <strong>Las Vegas<\/strong>, kter\u00fd p\u0159il\u00e1kal v\u00edce ne\u017e 10 000 div\u00e1k\u016f s b\u011b\u017en\u00fdm vstupem a denn\u00edm festivalem zdarma, je p\u0159\u00edkladem toho, jak m\u016f\u017ee motoristick\u00fd sport spojit atraktivitu pro masov\u00fd trh s pr\u00e9miov\u00fdmi z\u00e1\u017eitky.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>V dob\u011b, kdy je publikum bombardov\u00e1no digit\u00e1ln\u00edm obsahem a multitaskingem nap\u0159\u00ed\u010d platformami, nab\u00edz\u00ed sponzoring motorsportu zna\u010dk\u00e1m jedine\u010dn\u00e9 spojen\u00ed rychlosti, p\u0159esnosti a glob\u00e1ln\u00edho nad\u0161en\u00ed. D\u00edky siln\u00e9mu r\u016fstu trhu, explozivn\u00edmu zapojen\u00ed fanou\u0161k\u016f a \u0161pi\u010dkov\u00e9 analytice z\u016fst\u00e1v\u00e1 motorsport vysoce \u00fa\u010dinnou a m\u011b\u0159itelnou investic\u00ed. Trajektorie r\u016fstu trhu Na str\u00e1nk\u00e1ch Glob\u00e1ln\u00ed trh se sponzoringem motoristick\u00e9ho sportuUSD v roce 2023 na [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":283024,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20230,20229],"tags":[],"class_list":["post-283036","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Pro\u010d je sponzoring v motoristick\u00e9m sportu st\u00e1le p\u0159\u00ednosn\u00fd i v \u00e9\u0159e digit\u00e1ln\u00edch technologi\u00ed?<\/title>\n<meta name=\"description\" content=\"Sponzorstv\u00ed v 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There he founded RTR, first a consulting firm and then a sports marketing company which, eventually, he moved back to London.","sameAs":["https:\/\/stg-rtrsportscom-rtrstaging.kinsta.cloud"],"url":"https:\/\/rtrsports.com\/cs\/author\/riccardo\/"}]}},"_links":{"self":[{"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/posts\/283036","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/comments?post=283036"}],"version-history":[{"count":1,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/posts\/283036\/revisions"}],"predecessor-version":[{"id":283133,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/posts\/283036\/revisions\/283133"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/media\/283024"}],"wp:attachment":[{"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/media?parent=283036"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/categories?post=283036"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rtrsports.com\/cs\/wp-json\/wp\/v2\/tags?post=283036"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}