{"id":285759,"date":"2025-06-04T15:09:45","date_gmt":"2025-06-04T13:09:45","guid":{"rendered":"https:\/\/rtrsports.com\/rozmach-sponzoringu-ve-formuli-1-pocty-odvetvi-a-strategie-pro-rok-2025\/"},"modified":"2025-07-04T12:57:03","modified_gmt":"2025-07-04T10:57:03","slug":"rozmach-sponzoringu-ve-formuli-1-pocty-odvetvi-a-strategie-pro-rok-2025","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/boom-sponzorstvi-f1-2025\/","title":{"rendered":"Rozmach sponzoringu ve Formuli 1: po\u010dty, odv\u011btv\u00ed a strategie pro rok 2025"},"content":{"rendered":"

Kdy\u017e spole\u010dnost Liberty Media<\/strong> v roce 2017 z\u00edskala Formuli 1<\/strong>, p\u0159\u00edjmy z sponzoringu<\/strong><\/a> \u0161ampion\u00e1tu \u010dinila p\u0159ibli\u017en\u011b 272 milion\u016f dolar\u016f.<\/p>\n

O osm let pozd\u011bji se tento \u00fadaj jev\u00ed jako ozv\u011bna minul\u00e9 \u00e9ry. Podle spole\u010dnosti Ampere Analysis<\/strong> p\u0159es\u00e1hne<\/strong> v roce 2025 celkov\u00e1 hodnota sponzoringu – mezi \u0161ampion\u00e1ty a t\u00fdmy – 2,9 miliardy dolar\u016f<\/strong>. To je samoz\u0159ejm\u011b kvantitativn\u00ed r\u016fst. Ale je to p\u0159edev\u0161\u00edm zn\u00e1mka kvalitativn\u00ed mutace<\/strong>: \u0161ampion\u00e1tu, kter\u00fd se ze sportovn\u00ed discipl\u00edny stal kulturn\u00edm syst\u00e9mem<\/strong>, z medi\u00e1ln\u00ed ud\u00e1losti strategickou platformou pro nejvysp\u011blej\u0161\u00ed zna\u010dky.<\/p>\n

Formule 1 dnes nenab\u00edz\u00ed jen zviditeln\u011bn\u00ed, ale tak\u00e9 kontext, p\u0159\u00edb\u011bh, v\u00fdznam. Je m\u00edstem, kde se zna\u010dky nejen ukazuj\u00ed, ale zauj\u00edmaj\u00ed k nim postoj, prol\u00ednaj\u00ed se s glob\u00e1ln\u00edmi t\u00e9maty – od energetick\u00e9 transformace po um\u011blou inteligenci, od inkluze po digit\u00e1ln\u00ed transformaci. P\u0159ehl\u00eddkov\u00e9 molo se stalo divadlem, kde se setk\u00e1v\u00e1 jazyk p\u0159edstaven\u00ed s jazykem presti\u017ee a kde ka\u017ed\u00e9 oto\u010den\u00ed, ka\u017ed\u00e9 partnerstv\u00ed, ka\u017ed\u00e1 volba barev p\u0159isp\u00edv\u00e1 k budov\u00e1n\u00ed nov\u00e9 generace komer\u010dn\u00ed syntaxe.<\/p>\n

Syst\u00e9m s vysokou hodnotou<\/h2>\n

V roce 2024 vyd\u011blalo deset t\u00fdm\u016f na sponzorsk\u00fdch p\u0159\u00edsp\u011bvc\u00edch 2,04 miliardy dolar\u016f<\/strong>, p\u0159i\u010dem\u017e pr\u016fm\u011brn\u00e1 \u010d\u00e1stka na jednu smlouvu \u010dinila 6,01 milionu dolar\u016f: \u0161estkr\u00e1t v\u00edce ne\u017e v hlavn\u00edch sportovn\u00edch lig\u00e1ch v USA. Nen\u00ed to jen ot\u00e1zka n\u00e1klad\u016f: jde o synt\u00e9zu modelu s mal\u00fdm objemem a vysokou hodnotou<\/strong>, kde se exkluzivita st\u00e1v\u00e1 komer\u010dn\u00ed p\u00e1kou. Smluv je m\u00e1lo, ale maj\u00ed velkou v\u00e1hu. Nervov\u00e9 body livrej\u016f – bo\u010dn\u00ed podstavec, airbox, zadn\u00ed k\u0159\u00eddlo<\/strong> – se prod\u00e1vaj\u00ed za 5,3 a\u017e 7,5 milionu dolar\u016f za sez\u00f3nu.<\/a> V USA generuje v\u011bt\u0161\u00ed p\u0159\u00edjmy ze sponzoringu pouze NFL, ale to je v\u00fdsledek 32 t\u00fdm\u016f a t\u00e9m\u011b\u0159 desetkr\u00e1t v\u011bt\u0161\u00edho po\u010dtu smluv. Libra za libru, jak se \u0159\u00edk\u00e1, se ned\u00e1 srovn\u00e1vat<\/strong>.<\/p>\n

Je to p\u0159edev\u0161\u00edm krajina, kde kvantita nen\u00ed nikdy odd\u011blena od kvality a kde nesta\u010d\u00ed jen viditelnost: je t\u0159eba v\u00fdrazn\u00e9 p\u0159\u00edtomnosti, narativn\u00ed integrace a symbolick\u00e9 p\u0159esnosti<\/strong>. Sponzoring ve Formuli 1 se v tomto smyslu stal cvi\u010den\u00edm v umis\u0165ov\u00e1n\u00ed identity. Na t\u011bchto str\u00e1nk\u00e1ch jsme p\u0159ed \u010dasem tvrdili, \u017ee viditelnost je pouze \u0161pi\u010dkou ledovce. Nyn\u00ed je tento koncept doveden do extr\u00e9mu, do galaxie PR aktivac\u00ed a p\u0159\u00edle\u017eitost\u00ed, kter\u00e9 jsou schopny vygenerovat desetin\u00e1sobek, ston\u00e1sobek toho, co vyprodukuje z\u00e1vodn\u00ed dr\u00e1ha.<\/p>\n

Vertik\u00e1ln\u00ed strategie, odli\u0161n\u00e9 filozofie<\/h2>\n

V tomto sc\u00e9n\u00e1\u0159i se t\u00fdmy pohybuj\u00ed v odli\u0161n\u00fdch stylech a t\u00e9m\u011b\u0159 stejn\u011b pe\u010dliv\u011b, jako navrhuj\u00ed aerodynamick\u00e9 dopl\u0148ky sv\u00fdch voz\u016f, formuj\u00ed sv\u016fj obchodn\u00ed p\u0159\u00edstup. McLaren<\/strong> p\u0159ijal rozs\u00e1hlou logiku: 51 aktivn\u00edch sponzor\u016f v sez\u00f3n\u011b 2025, v\u00edce ne\u017e kter\u00fdkoli jin\u00fd t\u00fdm. Je to strategie zalo\u017een\u00e1 na pluralit\u011b a \u0161irok\u00e9m zastoupen\u00ed, kter\u00e1 kolem t\u00fdmu vytv\u00e1\u0159\u00ed zna\u010dkov\u00e9 prost\u0159ed\u00ed. Je to p\u0159edev\u0161\u00edm \u0161koln\u00ed cvi\u010den\u00ed, kter\u00e9 se sna\u017e\u00ed \u00fa\u010dinn\u011b obej\u00edt starou koncepci principu exkluzivity zbo\u017e\u00ed<\/strong> t\u00edm, \u017ee hled\u00e1 nov\u00e9 prostory tam, kde by \u017e\u00e1dn\u00e9 b\u00fdt nem\u011bly, a to z d\u016fvod\u016f \u010dist\u011b realitn\u00edch dostupn\u00fdch aktiv.<\/p>\n

Red Bull<\/strong> d\u00e1v\u00e1 p\u0159ednost n\u011bkolika smlouv\u00e1m s vysokou hodnotou: Oracle, Rokt, Tag Heuer<\/strong> jsou partne\u0159i, s nimi\u017e aktivuje v\u00edce\u00farov\u0148ov\u00e9 projekty, kter\u00e9 zahrnuj\u00ed obsah, technologie<\/strong> a… \u017eivotn\u00ed styl. Mercedes<\/strong> posiluje sv\u016fj stylistick\u00fd podpis vstupem zna\u010dky Adidas do p\u0159\u00edb\u011bhu, kter\u00fd se zam\u011b\u0159uje sp\u00ed\u0161e na identitu ne\u017e na v\u00fdkon.<\/p>\n

V\u0161ichni si ka\u017edop\u00e1dn\u011b za\u010d\u00ednaj\u00ed kl\u00e1st velkou ot\u00e1zku ohledn\u011b dostupnosti prostoru a hodnoty n\u011bkter\u00fdch odv\u011btv\u00ed. Je to ot\u00e1zka budoucnosti Formule 1: co se stane, a\u017e u\u017e nebude \u017e\u00e1dn\u00fd prostor? M\u016f\u017eeme dos\u00e1hnout bodu nasycen\u00ed sponzory?<\/p>\n

Technologie, finance a krypto: anatomie investic<\/h2>\n

Hnac\u00ed silou trhu jsou p\u0159edev\u0161\u00edm odv\u011btv\u00ed s vysokou m\u00edrou transformace<\/strong>. Technologie vygenerovaly t\u00fdm\u016fm<\/strong> v roce 2024 sponzorsk\u00e9 dary ve v\u00fd\u0161i 543 milion\u016f dolar\u016f<\/strong>, co\u017e je 26 % z celkov\u00e9ho objemu, n\u00e1sledovan\u00e9 bankovnictv\u00edm,<\/strong> fintech platformami<\/strong> a provozovateli finan\u010dn\u00edch slu\u017eeb s<\/strong> 379 miliony dolar\u016f.<\/p>\n

Tak\u00e9 sektor kryptom\u011bn<\/strong> op\u011bt roste: po zmrazen\u00ed v roce 2022, kdy do\u0161lo ke krachu FTX, vzrostly investice na celkov\u00fdch 565 milion\u016f USD, z \u010deho\u017e 174 milion\u016f USD je ur\u010deno pro Formuli 1. V \u010dele sektoru je i nad\u00e1le Crypto.com<\/strong>, ale siln\u011b se objevuj\u00ed tak\u00e9 OKX, Kraken<\/strong> a Gate.io<\/strong>. V \u0161ampion\u00e1tu 2025 je aktivn\u00edch \u0161est burz, co\u017e je v\u00edce ne\u017e \u010dty\u0159i v p\u0159edchoz\u00ed sez\u00f3n\u011b.<\/p>\n

Nejde jen o n\u00e1vrat: jde o novou definici kryptosponzoringu<\/strong>, kter\u00e1 se odkl\u00e1n\u00ed od oh\u0148ostroj\u016f a sm\u011b\u0159uje ke strukturovan\u011bj\u0161\u00edm, institucion\u00e1ln\u011bj\u0161\u00edm projekt\u016fm. Formule 1 se t\u00edm potvrzuje jako p\u016fda pro narativn\u00ed legitimizaci<\/strong>.<\/p>\n

PepsiCo, Barilla a hybridizace jazyk\u016f<\/h2>\n

S\u00edla cirkusu jako m\u00edsta pro budov\u00e1n\u00ed zna\u010dky se m\u011b\u0159\u00ed tak\u00e9 v jeho schopnosti pojmout – a vytvo\u0159it konzistentn\u00ed – velmi vzd\u00e1len\u00e9 vesm\u00edry. V roce 2025 vstoupila do cirkusu spole\u010dnost PepsiCo,<\/strong> kter\u00e1 uzav\u0159ela glob\u00e1ln\u00ed dohodu do roku 2030 zahrnuj\u00edc\u00ed Sting Energy<\/strong>, Gatorade<\/strong> a Doritos<\/strong>, a spole\u010dnost Barilla<\/strong>, p\u0159\u00edtomn\u00e1 s gastronomick\u00fdmi aktivitami v paddocku a pohostinstv\u00ed.<\/p>\n

Je to pluralita, kter\u00e1 nedezorientuje, ale obohacuje. Proto\u017ee ve Formuli 1 se konzistence netvo\u0159\u00ed podobnost\u00ed, ale sbli\u017eov\u00e1n\u00edm<\/strong>: velmi odli\u0161n\u00e9 zna\u010dky mohou existovat vedle sebe, pokud jsou schopny zapadnout do p\u0159\u00edb\u011bhu seri\u00e1lu – p\u0159\u00edb\u011bhu tvo\u0159en\u00e9ho dokonalost\u00ed, inovacemi, p\u0159esnost\u00ed<\/strong> a v\u00e1\u0161n\u00ed<\/strong>.<\/p>\n

Americk\u00e1 s\u00edla<\/h2>\n

Dal\u0161\u00ed struktur\u00e1ln\u00ed fakt: 34 % nov\u00fdch sponzorsk\u00fdch smluv na sez\u00f3nu 2025 poch\u00e1z\u00ed od americk\u00fdch spole\u010dnost\u00ed.<\/strong> Je to odraz p\u0159esn\u00e9 strategick\u00e9 orientace: spole\u010dnost Liberty Media p\u0159em\u011bnila Spojen\u00e9 st\u00e1ty z trhu, kter\u00fd je t\u0159eba dob\u00fdt, na svorn\u00edk sponzorsk\u00e9ho syst\u00e9mu<\/strong> F1. T\u0159i z\u00e1vody v kalend\u00e1\u0159i (Miami, Austin, Las Vegas), maxim\u00e1ln\u00ed medi\u00e1ln\u00ed publicita (\u010d\u00e1ste\u010dn\u011b d\u00edky ESPN a mo\u017en\u00e9 budoucnosti s Netflixem) a rychle se roz\u0161i\u0159uj\u00edc\u00ed publikum: 52 milion\u016f americk\u00fdch fanou\u0161k\u016f v roce 2024<\/strong>, co\u017e p\u0159edstavuje meziro\u010dn\u00ed n\u00e1r\u016fst o 10,5 %.<\/p>\n

Americk\u00e1 zna\u010dka se tak st\u00e1v\u00e1 protagonistou nejen popt\u00e1vky, ale tak\u00e9 nab\u00eddky: z hlediska investic, pl\u00e1nov\u00e1n\u00ed a obchodn\u00ed vize.<\/p>\n

Tuto trajektorii d\u00e1le posiluje F1: Film<\/em><\/strong><\/a>hollywoodsk\u00e1 superprodukce s Bradem Pittem v hlavn\u00ed roli, kterou re\u017e\u00edroval Joseph Kosinski a produkoval Jerry Bruckheimer. V\u00edce ne\u017e o sportovn\u00ed film jde o kulturn\u00ed operaci ve stylu Drive to Survive, kter\u00e1 stav\u00ed Formuli 1 do centra sv\u011btov\u00e9 popov\u00e9 p\u0159edstavivosti. Premi\u00e9ra, pl\u00e1novan\u00e1 na pozd\u011bj\u0161\u00ed obdob\u00ed sez\u00f3ny, nen\u00ed jen filmovou ud\u00e1lost\u00ed: je to planet\u00e1rn\u00ed marketingov\u00e1 p\u00e1ka, kter\u00e1 dok\u00e1\u017ee \u0161ampion\u00e1t je\u0161t\u011b v\u00edce dostat do americk\u00e9ho kolektivn\u00edho pov\u011bdom\u00ed – a s n\u00edm i do rozpo\u010dt\u016f zna\u010dek, na kter\u00fdch z\u00e1le\u017e\u00ed.<\/p>\n

Ve\u0159ejnost jako aktivum<\/h2>\n

Ka\u017ed\u00e1 strategie sponzoringu je zalo\u017eena na z\u00e1kladn\u00edm p\u0159edpokladu: p\u0159\u00edtomnosti velk\u00e9ho, aktivn\u00edho a zapojen\u00e9ho publika.<\/strong> V roce 2024 dos\u00e1hla celosv\u011btov\u00e1 fanou\u0161kovsk\u00e1 z\u00e1kladna 826,5 milionu lid\u00ed, p\u0159i\u010dem\u017e ohromuj\u00edc\u00ed n\u00e1r\u016fst zaznamenala \u010c\u00edna (+39 %), Kanada (+31,5 %), Argentina (+25,5 %) a Sa\u00fadsk\u00e1 Ar\u00e1bie (+25,5 %).<\/p>\n

Co se t\u00fd\u010de fyzick\u00e9 str\u00e1nky, ud\u00e1lost\u00ed s nejv\u011bt\u0161\u00edm po\u010dtem div\u00e1k\u016f byla Velk\u00e1 cena Austr\u00e1lie v Melbourne<\/strong>, kterou nav\u0161t\u00edvilo 465 498 div\u00e1k\u016f. Potvrzen\u00ed v\u0161ak nab\u00edz\u00ed i digit\u00e1ln\u00ed technologie: 233 milion\u016f zhl\u00e9dnut\u00ed obsahu F1 na YouTube v lo\u0148sk\u00e9m roce, s vrcholy v USA (31,5 milionu), Velk\u00e9 Brit\u00e1nii (25 milion\u016f) a Indii (13 milion\u016f).<\/p>\n

Tento trend se odr\u00e1\u017e\u00ed i v prodeji vstupenek: podle spole\u010dnosti Viagogo vzrostla popt\u00e1vka po vstupenk\u00e1ch na GP o 20 %, a to p\u0159i n\u00e1kupech ze 125 r\u016fzn\u00fdch zem\u00ed. V t\u00e9to souvislosti si Formule 1 upev\u0148uje sv\u016fj status nejglob\u00e1ln\u011bj\u0161\u00edho sportu na sv\u011bt\u011b.<\/p>\n

Nov\u00e9 obzory<\/h2>\n

Rok 2025 je jubilejn\u00edm 75. ro\u010dn\u00edkem \u0161ampion\u00e1tu. V\u00edce ne\u017e o ohl\u00e9dnut\u00ed zp\u011bt se v\u0161ak jedn\u00e1 o ponor do sou\u010dasnosti: sez\u00f3na, kter\u00e1 znamen\u00e1 plnou komer\u010dn\u00ed zralost Formule 1, jej\u00ed schopnost b\u00fdt sportem i pod\u00edvanou, kulturn\u00edm odv\u011btv\u00edm i hodnotov\u00fdm syst\u00e9mem.<\/p>\n

Formule 1, jej\u00ed\u017e trh dosahuje 2,9 miliardy dolar\u016f, je slo\u017eitou a flexibiln\u00ed gramatikou,<\/strong> kde se ka\u017ed\u00e1 zna\u010dka mus\u00ed nejen objevit, ale tak\u00e9 n\u011bco \u0159\u00edct<\/strong>. Rychlost u\u017e nen\u00ed jen rychlost\u00ed jednosedadlov\u00fdch voz\u016f, ale rychlost\u00ed, s jakou syst\u00e9m um\u00ed interpretovat m\u011bn\u00edc\u00ed se sv\u011bt. A ti, kte\u0159\u00ed um\u011bj\u00ed tento k\u00f3d \u010d\u00edst – mezi positioningem, aktivac\u00ed a storytellingem – nez\u00e1vod\u00ed jen proto, aby vyhr\u00e1li: z\u00e1vod\u00ed proto, aby vydr\u017eeli.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Kdy\u017e spole\u010dnost Liberty Media v roce 2017 z\u00edskala Formuli 1, p\u0159\u00edjmy z sponzoringu \u0161ampion\u00e1tu \u010dinila p\u0159ibli\u017en\u011b 272 milion\u016f dolar\u016f. O osm let pozd\u011bji se tento \u00fadaj jev\u00ed jako ozv\u011bna minul\u00e9 \u00e9ry. Podle spole\u010dnosti Ampere Analysis p\u0159es\u00e1hne v roce 2025 celkov\u00e1 hodnota sponzoringu – mezi \u0161ampion\u00e1ty a t\u00fdmy – 2,9 miliardy dolar\u016f. To je samoz\u0159ejm\u011b kvantitativn\u00ed […]<\/p>\n","protected":false},"author":2,"featured_media":285733,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20232,20233],"tags":[],"class_list":["post-285759","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formule-1-cs","category-formule1"],"acf":[],"contentshake_article_id":"","yoast_head":"\nRozmach sponzoringu F1 2025: po\u010dty, odv\u011btv\u00ed a strategie<\/title>\n<meta name=\"description\" content=\"Sponzorstv\u00ed F1 dnes nen\u00ed jen p\u0159\u00edle\u017eitost\u00ed ke zviditeln\u011bn\u00ed: je to m\u00edsto, kde se zna\u010dky nejen zviditel\u0148uj\u00ed, ale tak\u00e9 zauj\u00edmaj\u00ed stanovisko,\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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