{"id":284289,"date":"2025-05-20T17:18:34","date_gmt":"2025-05-20T15:18:34","guid":{"rendered":"https:\/\/rtrsports.com\/sponzoring-fomo-pokud-sponzoring-v-f1-nesmi-chybet\/"},"modified":"2025-07-04T12:57:09","modified_gmt":"2025-07-04T10:57:09","slug":"sponzoring-fomo-pokud-sponzoring-v-f1-nesmi-chybet","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/sponzoring-fomo-pokud-sponzoring-v-f1-nesmi-chybet\/","title":{"rendered":"Sponzoring FOMO: pokud sponzoring v F1 nesm\u00ed chyb\u011bt"},"content":{"rendered":"

Poprv\u00e9 v historii sportovn\u00edho marketingu<\/strong> se setk\u00e1v\u00e1me s masivn\u00edm p\u0159\u00edlivem zna\u010dek a partner\u016f ke stejn\u00e9mu, \u00fazk\u00e9mu j\u00e1dru sportovn\u00edch vlastnost\u00ed<\/strong>. Mluv\u00edme samoz\u0159ejm\u011b o masivn\u00edm po\u010dtu sponzor\u016f, kte\u0159\u00ed se val\u00ed do odv\u011btv\u00ed Formule 1<\/strong> a mocn\u011b m\u011bn\u00ed sc\u00e9n\u00e1\u0159.<\/p>\n

To, co se stalo v posledn\u00edch m\u011bs\u00edc\u00edch, je vlastn\u011b velmi b\u011b\u017en\u00fd fenom\u00e9n modern\u00ed doby, kter\u00fd jsme v\u0161ak jen z\u0159\u00eddka vid\u011bli aplikovan\u00fd na tak specifick\u00e9 marketingov\u00e9 n\u00e1stroje, jako je sponzoring v nejvy\u0161\u0161\u00ed \u010dty\u0159kolov\u00e9 s\u00e9rii: strach z prome\u0161k\u00e1n\u00ed, \u010dasto zn\u00e1m\u00fd pod zkratkou FOMO<\/strong>.<\/p>\n

FOMO: geneze a v\u00fdvoj modern\u00edho fenom\u00e9nu<\/b><\/h2>\n

Teorie FOMO<\/strong> se za\u010dala objevovat na konci minul\u00e9ho tis\u00edcilet\u00ed ve studii Dana Hermana<\/strong> z roku 1996 a n\u00e1sledn\u011b byla zpopularizov\u00e1na \u010dl\u00e1nkem Patricka McGinnise<\/strong> z roku 2004, kter\u00fd vy\u0161el v \u010dasopise Harbus vyd\u00e1van\u00e9m Harvard Business School. McGinnis tvrd\u00ed, \u017ee tendence idealizovat a n\u00e1sledn\u011b napodobovat pozitivn\u00ed zku\u0161enosti ostatn\u00edch (co\u017e Anglosasov\u00e9 shrnuj\u00ed jako Keeping up with the Joneses<\/em>) se je\u0161t\u011b v\u00edce vyhrotila v d\u016fsledku roz\u0161\u00ed\u0159en\u00ed nov\u00fdch technologi\u00ed, kter\u00e9 vystavuj\u00ed jedince st\u00e1le v\u011bt\u0161\u00edmu po\u010dtu p\u0159\u00edb\u011bh\u016f a obraz\u016f jin\u00fdch lid\u00ed.<\/p>\n

Intuice nejprve Hermana a pot\u00e9 McGinnise se uk\u00e1\u017ee jako spr\u00e1vn\u00e1 a tento fenom\u00e9n pronikne do ka\u017edodenn\u00edho \u017eivota<\/strong>. Soci\u00e1ln\u00ed m\u00e9dia, stejn\u011b jako hlavn\u00ed informa\u010dn\u00ed a z\u00e1bavn\u00ed platformy, n\u00e1s neust\u00e1le konfrontuj\u00ed s trendy, m\u00f3dou a hlavn\u00edmi kultovn\u00edmi p\u0159edm\u011bty, kter\u00e9 vytv\u00e1\u0159ej\u00ed d\u016fle\u017eitou dichotomii mezi t\u011bmi, kte\u0159\u00ed tuto zku\u0161enost maj\u00ed, a t\u011bmi, kte\u0159\u00ed z n\u00ed byli nen\u00e1vratn\u011b vylou\u010deni. A\u0165 u\u017e se jedn\u00e1 o televizn\u00ed seri\u00e1l, kter\u00fd v\u0161ichni sledovali, televizn\u00ed po\u0159ad, kter\u00fd si nikdo nenechal uj\u00edt, nebo o velmi popul\u00e1rn\u00ed vl\u00e1kno na soci\u00e1ln\u00edch s\u00edt\u00edch, existuje mnoho p\u0159\u00edle\u017eitost\u00ed, kdy -ka\u017edodenn\u011b- jedinci -zejm\u00e9na mlad\u00ed a velmi mlad\u00ed- trp\u00ed strachem, \u017ee jsou vynech\u00e1ni z toho, o \u010dem v\u0161ichni mluv\u00ed a nemohou nev\u011bd\u011bt.<\/p>\n

\"Sponzorstv\u00ed<\/p>\n

Disney, sponzoring Formule 1 a nov\u00fd zlat\u00fd v\u011bk<\/b><\/h2>\n

Dnes, 20. kv\u011btna 2025, bylo ozn\u00e1meno, \u017ee skupina Disney<\/strong> bude od sez\u00f3ny 2026 partnerem mistrovstv\u00ed sv\u011bta formule 1<\/strong> prost\u0159ednictv\u00edm zna\u010dky Mickey & friends.<\/p>\n

„V posledn\u00edch letech,“uv\u00e1d\u00ed se v ofici\u00e1ln\u00ed tiskov\u00e9 zpr\u00e1v\u011b stran,<\/a>„zaznamenala Formule 1 obrovsk\u00fd n\u00e1r\u016fst mezi mlad\u00fdmi fanou\u0161ky a \u00fadaje ukazuj\u00ed, \u017ee v Evrop\u011b a Spojen\u00fdch st\u00e1tech sleduj\u00ed tento cirkus aktivn\u011b v\u00edce ne\u017e \u010dty\u0159i miliony d\u011bt\u00ed ve v\u011bku od 8 do 12 let, zat\u00edmco 54 procent sleduj\u00edc\u00edch na TikToku a 40 procent na Instagramu je mlad\u0161\u00edch 25 let. Nov\u00fd vztah posiluje spole\u010dn\u00e1 n\u00e1klonnost obou zna\u010dek ke kreativit\u011b, z\u00e1bav\u011b a inovac\u00edm a ke sbli\u017eov\u00e1n\u00ed fanou\u0161k\u016f po cel\u00e9m sv\u011bt\u011b prost\u0159ednictv\u00edm nezapomenuteln\u00fdch, jedine\u010dn\u00fdch z\u00e1\u017eitk\u016f.“<\/p>\n

Jedn\u00e1 se o dal\u0161\u00ed megadod\u00e1vku, kterou nejvy\u0161\u0161\u00ed \u0161ampion\u00e1t \u010dty\u0159kolek na sv\u011bt\u011b v posledn\u00edch m\u011bs\u00edc\u00edch podepsal a kter\u00e1 bude podle zv\u011bst\u00ed obsahovat jak licen\u010dn\u00ed smlouvu, tak i v\u00fdznamn\u00fd bal\u00edk marketingov\u00fdch a medi\u00e1ln\u00edch pr\u00e1v.<\/p>\n

Americk\u00e1 nadn\u00e1rodn\u00ed spole\u010dnost se p\u0159ipojila k portfoliu sponzor\u016f, kter\u00e9 se v posledn\u00edch m\u011bs\u00edc\u00edch v\u00fdrazn\u011b rozrostlo, a k ji\u017e tak ohromuj\u00edc\u00ed skupin\u011b, kter\u00e1 zahrnuje mimo jin\u00e9 spole\u010dnosti Aramco, Heineken, Salesforce, Lenovo, DHL<\/strong> a Qatar Airways<\/strong>, se nyn\u00ed p\u0159ipojily spole\u010dnosti jako LVMH, Barilla, Lego, Nestl\u00e9 a<\/strong> Mc Donald<\/strong>‚s.<\/p>\n

Formule 1, kter\u00e1 nyn\u00ed vstupuje do sv\u00e9ho sedmdes\u00e1t\u00e9ho p\u00e1t\u00e9ho ro\u010dn\u00edku, je mnohem v\u00edc ne\u017e jen sportovn\u00ed \u0161ampion\u00e1t. Pod veden\u00edm spole\u010dnosti Liberty Media dos\u00e1hly ro\u010dn\u00ed p\u0159\u00edjmy tohoto cirkusu mimo\u0159\u00e1dn\u00e9 v\u00fd\u0161e 3,65 miliardy USD. Trojcifern\u00fd r\u016fst v tomto \u010d\u00edsle p\u0159edstavuje sponzorsk\u00e1 slo\u017eka, kter\u00e1 od dokon\u010den\u00ed akvizice seri\u00e1lu americkou skupinou zaznamenala 134% n\u00e1r\u016fst.<\/p>\n

\u0160ampion\u00e1t – krom\u011b toho, \u017ee prodlou\u017eil sv\u016fj kalend\u00e1\u0159 a je p\u0159ipraven hostit zbrusu nov\u00e9 a velmi spektakul\u00e1rn\u00ed okruhy po pozitivn\u00edm vstupu Las Vegas<\/strong> a Miami –<\/strong> \u010dek\u00e1 tak\u00e9 na vstup dal\u0161\u00edch v\u00fdznamn\u00fdch automobilov\u00fdch zna\u010dek, Fordu, Audi<\/strong> a Cadillacu<\/strong>, p\u0159i\u010dem\u017e posledn\u011b jmenovan\u00fd t\u00fdm by m\u011bl b\u00fdt od p\u0159\u00ed\u0161t\u00ed sez\u00f3ny jeden\u00e1ct\u00fdm t\u00fdmem na startovn\u00edm ro\u0161tu.<\/p>\n

Je to nov\u00fd zlat\u00fd v\u011bk<\/strong> pro jeden z nejpopul\u00e1rn\u011bj\u0161\u00edch sport\u016f na sv\u011bt\u011b – kumulativn\u00ed sledovanost v roce 2024 se pohybuje kolem 1,6 miliardy div\u00e1k\u016f – a jedna z nejmocn\u011bj\u0161\u00edch marketingov\u00fdch platforem sou\u010dasnosti.<\/p>\n

\"Kolik<\/p>\n

Sponzoring FOMO a zna\u010dky, kter\u00e9 nelze p\u0159ehl\u00e9dnout<\/b><\/h2>\n

Pr\u00e1v\u011b tato atmosf\u00e9ra bombastick\u00e9ho r\u016fstu podporuje to, co se ve v\u0161ech ohledech jev\u00ed jako sponzorsk\u00fd FOMO, tj. strach, \u017ee z\u016fstanete mimo ob\u011b\u017enou dr\u00e1hu t\u00e9to mimo\u0159\u00e1dn\u00e9 marketingov\u00e9 supernovy, kter\u00e1 v posledn\u00edch letech zachv\u00e1tila planetu Zemi.<\/p>\n

U sv\u011btov\u00e9ho obchodu Gotha prost\u011b nem\u016f\u017eete neb\u00fdt.<\/strong><\/p>\n

Nejen partne\u0159i \u0161ampion\u00e1tu, ale i t\u00fdmy, okruhy a cel\u00fd paddock se rozr\u016fstaj\u00ed st\u00e1le rychleji, a\u017e jsou n\u011bkter\u00e1 odv\u011btv\u00ed produkt\u016f zcela „nedostupn\u00e1“. Pokud jde o nemovitosti, v p\u0159\u00edpad\u011b n\u011bkter\u00fdch odv\u011btv\u00ed se bl\u00ed\u017e\u00edme bodu nasycen\u00ed – p\u0159inejmen\u0161\u00edm do doby, ne\u017e se t\u00fdmy a organiz\u00e1to\u0159i rozhodnou n\u011bkter\u00e9 kategorie d\u00e1le fragmentovat, aby obe\u0161li princip exkluzivity zbo\u017e\u00ed.<\/p>\n

Tento trend pravd\u011bpodobn\u011b vypov\u00edd\u00e1 o stavu sponzoringu ve Formuli 1.<\/p>\n

P\u0159edev\u0161\u00edm, jak ji\u017e bylo na t\u011bchto str\u00e1nk\u00e1ch zm\u00edn\u011bno, c\u00edl informovanosti ji\u017e d\u00e1vno nen\u00ed v centru pozornosti. Zna\u010dky jako Vuitton, Disney, Nestl\u00e9<\/strong> a Lego rozhodn\u011b nesportuj\u00ed proto, aby zv\u00fd\u0161ily ji\u017e tak hv\u011bzdnou popularitu. Naopak, jsou zde pravd\u011bpodobn\u011b pr\u00e1v\u011b proto, aby se p\u0159ekalibrovaly a l\u00e9pe zac\u00edlily sv\u016fj vliv a oblast z\u00e1jmu, p\u0159i\u010dem\u017e se zam\u011b\u0159uj\u00ed na luxus, technologie a vysoce energick\u00e9 publikum.<\/p>\n

Zadruh\u00e9, tento zlat\u00fd v\u011bk a zjevn\u00fd FOMO<\/strong> byznysu n\u00e1m \u0159\u00edk\u00e1, \u017ee st\u00e1le d\u016fle\u017eit\u011bj\u0161\u00ed je to, co se d\u011bje v z\u00e1kulis\u00ed, v t\u00e9 nejd\u016fle\u017eit\u011bj\u0161\u00ed B2B struktu\u0159e, kter\u00e1 byla v\u017edy nej\u00farodn\u011bj\u0161\u00ed p\u016fdou z\u00e1vod\u016f. Paddock, a mo\u017en\u00e1 je\u0161t\u011b v\u00edce superpohostinnost paddockov\u00e9ho klubu, jsou nep\u0159ehl\u00e9dnuteln\u00fdmi obchodn\u00edmi m\u00edsty, kde si m\u016f\u017eete pot\u0159\u00e1st rukou, podepsat smlouvy a setkat se s „kdo je kdo“ z nejpresti\u017en\u011bj\u0161\u00edch obchodn\u00edch cest. Z tohoto pohledu je tak\u00e9 t\u0159eba \u010d\u00edst p\u016fsobiv\u00e9 zv\u00fd\u0161en\u00ed cen nejpresti\u017en\u011bj\u0161\u00edch pohostinsk\u00fdch \u0159e\u0161en\u00ed, kter\u00e1 jsou zjevn\u011b zam\u011b\u0159ena sp\u00ed\u0161e na firemn\u00ed publikum ne\u017e na bohat\u00e9 nad\u0161ence.<\/p>\n

A kone\u010dn\u011b, co\u017e v ned\u00e1vn\u00e9 dob\u011b dostate\u010dn\u011b prok\u00e1zaly spole\u010dnosti LEGO i Vuitton, se Formule 1 stala pr\u016fkopnickou oblast\u00ed, pokud jde o kreativn\u00ed aktivaci<\/strong>, z\u00e1\u017eitkov\u00fd marketing a v\u00fdjime\u010dn\u00e9 PR. T\u00e9mata, kter\u00e1 nemohou chyb\u011bt v agend\u011b \u017e\u00e1dn\u00e9 zna\u010dky, je\u017e se chce dostat do pop\u0159ed\u00ed z\u00e1jmu.<\/p>\n

A pak je tu pr\u00e1v\u011b FOMO<\/strong>, bandwagon efekt, ten hlas na chodb\u00e1ch, kter\u00fd \u0159\u00edk\u00e1, \u017ee b\u00fdt <\/i>au courant<\/i> sv\u011btov\u00e9ho byznysu je t\u0159eba b\u00fdt u toho, a\u0165 to stoj\u00ed, co to stoj\u00ed. I s t\u00edm je dnes t\u0159eba po\u010d\u00edtat.<\/p>\n

\"Sponzorstv\u00ed<\/p>\n

Sponzoring pro pobyt<\/b><\/h2>\n

Ve zb\u011bsil\u00e9<\/strong>, zrnit\u00e9 modernit\u011b<\/strong> poh\u00e1n\u011bn\u00e9 velk\u00fdmi vektory v\u00e1\u0161n\u00ed, kter\u00e9 se pohybuj\u00ed po komunika\u010dn\u00edch a z\u00e1bavn\u00edch link\u00e1ch, sout\u011b\u017e\u00ed v\u0161echny produkty o stejn\u00e9 v\u00fdhody: pod\u00edl na pozornosti, p\u0159ekon\u00e1n\u00ed kognitivn\u00edch obran spot\u0159ebitel\u016f a p\u0159\u00edstup k tomuto velk\u00e9mu druhu popul\u00e1rn\u00ed kultury a v\u011bdom\u00ed, v n\u011bm\u017e v\u0161ichni \u017eijeme.<\/p>\n

V tomto velk\u00e9m z\u00e1vod\u011b je tak\u00e9 t\u0159eba na prvn\u00ed m\u00edsto za\u0159adit nejnov\u011bj\u0161\u00ed v\u00fdvoj v oblasti marketingu<\/strong> a a\u017e pot\u00e9 sportovn\u00ed sponzoring. Z tohoto pohledu znamen\u00e1 sponzoring um\u00edstit se, z\u016fstat, neb\u00fdt vylou\u010den, \u00fa\u010dastnit se, b\u00fdt p\u0159\u00edtomen.<\/p>\n

Dne\u0161n\u00ed Formule 1, discipl\u00edna, kter\u00e1 za\u017e\u00edv\u00e1 mimo\u0159\u00e1dn\u00fd n\u00e1r\u016fst popularity daleko p\u0159edstihuj\u00edc\u00ed ostatn\u00ed sv\u011btov\u00e9 sporty, dokazuje, \u017ee pokud jsou marketingov\u00e9 platformy schopny poskytnout zna\u010dk\u00e1m hodnoty a mechanismus odm\u011b\u0148ov\u00e1n\u00ed, o kter\u00e9 usiluj\u00ed, je mo\u017en\u00e9 vytvo\u0159it p\u0159\u00edb\u011bhy mimo\u0159\u00e1dn\u00e9ho \u00fasp\u011bchu.<\/strong><\/p>\n

Oslavuj\u00edc\u00ed davy, miliardy div\u00e1k\u016f p\u0159ed televizn\u00edmi obrazovkami, technologie, celebrity, adrenalin a kreativita jsou koktejlem, z n\u011bho\u017e nechce b\u00fdt vylou\u010dena \u017e\u00e1dn\u00e1 spole\u010dnost, proto\u017ee ujet\u00ed vlaku dnes znamen\u00e1 z\u016fstat mimo konverzaci, kter\u00e1 je p\u0159\u00edli\u0161 d\u016fle\u017eit\u00e1 na to, aby byla vynech\u00e1na.<\/p>\n

To, co se dnes d\u011bje, je rozhoduj\u00edc\u00ed zm\u011bna paradigmatu oboru. Pro\u017e\u00edv\u00e1me okam\u017eik, kter\u00fd ur\u010d\u00ed pravidla hry na mnoho let dop\u0159edu. Byla by \u0161koda, kdybychom byli vynech\u00e1ni.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Poprv\u00e9 v historii sportovn\u00edho marketingu se setk\u00e1v\u00e1me s masivn\u00edm p\u0159\u00edlivem zna\u010dek a partner\u016f ke stejn\u00e9mu, \u00fazk\u00e9mu j\u00e1dru sportovn\u00edch vlastnost\u00ed. Mluv\u00edme samoz\u0159ejm\u011b o masivn\u00edm po\u010dtu sponzor\u016f, kte\u0159\u00ed se val\u00ed do odv\u011btv\u00ed Formule 1 a mocn\u011b m\u011bn\u00ed sc\u00e9n\u00e1\u0159. To, co se stalo v posledn\u00edch m\u011bs\u00edc\u00edch, je vlastn\u011b velmi b\u011b\u017en\u00fd fenom\u00e9n modern\u00ed doby, kter\u00fd jsme v\u0161ak jen z\u0159\u00eddka […]<\/p>\n","protected":false},"author":2,"featured_media":284205,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20232,20233],"tags":[],"class_list":["post-284289","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formule-1-cs","category-formule1"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSponzoring FOMO: pokud si sponzoring F1 nenech\u00e1te uj\u00edt<\/title>\n<meta name=\"description\" content=\"Zd\u00e1 se, \u017ee v souvislosti s bombastick\u00fdm r\u016fstem F1 se objevuje sponzorsk\u00fd FOMO, nebo sp\u00ed\u0161e strach, \u017ee budete z tohoto zlat\u00e9ho v\u011bku vynech\u00e1ni.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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